4. “ A public service announcement (PSA) or public service ad is a type of advertisement featured on television, radio, print or other media. Whereas the objective of a standard advertisement is to market a product, a PSA is intended to change the public interest, by raising awareness of an issue, affecting public attitudes, and potentially stimulating action” What is a public service announcement? http://en.wikipedia.org/wiki/Public_service_announcement
22. The power of peer influence… And the power of recommendation…
23. Remember what encourages people to talk? YOU Experienced great products, experiences and service Consumer experiences are the starting point of many brand conversations THEM Sharing knowledge and expertise empowers people The feeling of having ‘insider information’ is a great catalyst to conversation US Being part of a collective or group Driven by passion for a company, product or activity
24. But how can we use social media to increase the reach, resonance & uptake of these messages?
Who has heard of public service announcements – how would you define them?
A few examples of public service announcements – can you think of anymore?
Wikipedia definition – not all advertising concerns commercial intent – lots is concerned with changing opinions and behavior – is this in fact more powerful than commercial advertising as it can instigate cultural change?
Remember your module on this?
A few techniques of persuasion – go round the group asking them to explain each one
Maslows hierarchy of needs – how can we utilise and appeal to these needs?
How we can use social media platforms to utilise these techniques of persuasion and appeal to specific needs
PSA’s are all about how they make you feel – they heavily rely on an emotional response
Discuss the emotional response you have to this advert
Discuss the emotional response you have to this advert
Discuss the emotional response you have to this advert
Discuss which techniques of persuasion are being used
Quit tools contained within NHS smokefree app – when it signs up publishes to Facebook wall
Quit tools contained within NHS smokefree app on Facebook – when it signs up publishes to Facebook wall
Quit tools contained within NHS smokefree app on Facebook – when it signs up publishes to Facebook wall
Supportive community in Facebook page
Mobile app for stopping smoking – likely to encourage word of mouth and younger demographic
Also desktop app so accessible to everyone and does not exclude
Younger audience – reflected in campaign materials and tone of voice
Not preachy tone of voice – peep show actor
Gaming
Active, anonymous community – taking principles of social media but not in public domain as sensitive information and conversations – ‘found helpful’ button replaces like button
Self help community – similar to forums and facebook
Definition of Social Media Brief description and examples of each.