Online Marketing

Online Marketing encourages users to pass on and share marketing messages to create growth and exposure. The point of online marketing and advertising is to get users to do the influencing for them. Online marketing influences conversation and is an interactive way of letting users share information and opinions with friends. These messages get passed on and shared through the many channels of online communication. Some of those are social media, messaging, emailing, and blogging.

The difference between Online Marketing and Traditional Marketing is the fact that the users are the one doing the promoting and passing along. Traditional marketing does not require the use of the audience to do the work for them. That kind of marketing is not meant to be shared as much by others as it is meant to just be shown by the marketers. Online marketing is meant to be talked about.

So, what makes something go viral?

Well first of all, it has to gain interest. If something is not interesting enough to spread the word about, then the message will never go viral. The message needs to be accessible and publicly visible so that it doesn't make it difficult for a user to see the message or share the message. It must be engaging and interactive so that the message is something that is instilled into the user. Promotional giveaways are also messages that typically can go viral or even the promotion of a cause (think about the ice bucket challenge). It also must be a message that is not overly awkward or something that would be embarrassing to share. Shock value and strangeness are big selling qualities, but if something is extremely awkward, it won't ever be passed on.

In class I really liked the Avengers Online Marketing campaign with Samsung we watched. The Avengers virtual world really attracts Avengers fans and users that like gaming in general. The message was really engaging and used storytelling as their main tactic. The message also showed the product in use.

Fair Use & Transformative Use & "Girl Talk"

Fair use, in my own words, allows others to use a limited amount of someone else’s work that is copyrighted without having to be granted the permission to do so. Most of fair use, especially while we are in college, seems to revolve around citing our work in papers, quoting correctly, giving credit in presentations when needed, etc. Most of the time, fair use is a player when someone is making an argument using research, in reports, and when teaching or presenting material. For something to be considered fair use, it will all depend on the purpose, character, nature, effect of use, and sample of the work.

This definition has many fine lines and can be confusing to determine if something is truly considered fair use or not. Transformative use, to me, is a quotation where you have changed the context and have altered the original enough to make it something brand new. The work must be raw, have a different meaning, contain a different insight, and use different information that the original to have changed substantially enough.

When looking at the artist “Girl Talk,” it is very questionable as to if their music falls into the fair use category. I personally think that in general copyright has gotten a little too strict and over regulated. If the purpose of the copyright laws were originally to encourage creativity, then to me they have been over regulated. I also disagree with the fact that the money if someone is sued does not even go to the artist, as they mentioned in the documentary. If the point is to protect the artist then that is where the money should go. I just think it is slightly over the top according to the documentary. This does not mean I don’t believe their shouldn’t be any kind of laws protecting copyrighted material, I just believe is shouldn’t be quite as strict.

My personal opinion of “Girl Talk” is that it is okay in my eyes. I think that if he has been able to dodge all lawsuits up until this point, that people are allowing it to be considered as fair use. I do believe that the music is different from the original by a decent amount in most cases, though again that line is very fine and easy to cross. When we look at vine, remakes on videos, and photoshopped images, these are all facing the same questions. In class we looked at a video about copyright that used Disney characters to make an argument and it was completely different than the original work. To me, “Girl Talk” is the same composition as the Disney video. He is just taking different segments and making it into one completely new work. 

Interactivity

An article I found that relates to Interactivity can be found here.

To me, this article relates to Interactivity in advertising and when reading virtual magazines and books, because all of these advertisements have the ability to become active when you interact with them. Now, these advertisements are mostly tablet specific, but they still hold great ideas to work in interactive ways with media. These are also advertisements, but these concepts could be used for any kind of interactive website, app, blog, or journal.

This article is related to Internet Communication because these ideas can be embedded to engage users when they are using internet and media. Interactive media allows the message to change or respond when the audience member participates. The more a user is active and involved, the more likely you are to keep them clicking longer, viewing the cite longer, have a higher chance of purchase potential, increase trust, and become more focused on the information.

One would measure the interactive ad, website, app, etc. by using a set of data generated by that media. For instance, when using the data generated technology, you would be able to tell how long someone visited or "looked" at the form of interactive media, how many clicks, shakes, drags, etc. the user was taking, if they chose to visit any hyperlinks or tabs, and if they comment, share, or like the material. According to this article, they were able to measure how interactive their ads were by measuring if they "access a website, access a social network, view a gallery, get more more information, turn or shake the tablet, expand the ad, view multiple ad pages and watch a video."

Information & Networks

       The network law I most agree with is Reed's Law. Reed argues that larger networks, especially social networks, can grow exponentially with the size of the network. This law, compared to Sarnoff's and Metcalfe's grows much more rapidly that the others. This argument, in my opinion, seems much more inclusive when considering how many groups and subgroups are involved in one network. Reed expresses that the value of a network strengthens with the number of groups or people it supports. Like with Metcalfe's law, we still don't get a very specific definition of the term value, but Reed's argument is that there is no truly effective way to measure value. Like other networks, internet can not always be measured by a form of transactions, number of messages, or even number of people. Reed is saying value can only be measured by the number of groups it supports. Reed is telling us that size does matter. People can only be meaningfully and properly involved in a certain number of groups. After so many groups, users can not be involved to the point where interconnection and unity with the network still is present. To me, value is what grows when there is power from social groups, and that power is in the numbers. His biggest argument that makes this law stand out to me is that he takes notice of what comes from network and group affiliations. When we connect to a network we are connecting to a group of other people. And from that we encourage others to join and we form new groups from what is simply network affiliation. This law is the perfect equation that expresses how things can simply just go viral. Examples viral messages include "Alex from Target" and the "Ice Bucket Challenge."

       In five years, I feel as though people will get their information by primarily using their mobile devices to "Google" topics they need a better understanding of, in just a casual way. Most millennials are already doing this today and I believe that this will only continue into other age groups as well. When reviewing the TED Talk we watched in class, it is very evident that we are letting technology "take us places." The example was used of texting and emailing during meetings, family meals, funerals, etc. We are allowing technology to let us escape from reality. Information is already out there on so many online data bases and I can see that continuing to grow as well. I can see text books starting to be more common online as well as common household items like recipe books, family photo books, church and work directories, etc. I went to Asheville last weekend and the cabin we stayed in did not have wifi and my cell phone did not have much service. I began to get frustrated with my cell phone as if it wasn't doing its job sufficiently enough, instead of setting it aside as a blessing and experiencing time with family and friends. We are creating an addiction that is just as real as physical ones.

"Generation Like" Discussion Questions

"Generation Like"

1. Using examples from the documentary to explain these terms "engagement," "interaction," "reach," and "target."

Engagement is what one is interested in and how/if they share the piece of information. It is essentially the number of people that have interacted with the post.

Interaction is the response to the information or what ever the user does with the content. They can choose to share, comment, and/or like.

Reach is how many people could have viewed it, whether they chose to or not. It is the number of people exposed to the content.

Target is a way to direct a message at a certain group of people. An example was discussed in the documentary where the celebrity in "Vampire Diaries" liked a same product as another large group of people. This celebrity could chose to help promote that product to that group of people later in time.

2. Explain what "Like"ing someone's post on Facebook means to you.

It means agreeing with what they are saying or favoring an idea, picture, or video they shared/posted.

3. Does knowing others "Like" what you "Like" influence you? Explain.

Yes, it is "self empowering" and even encouraging. We desire to be agreed with and liked by others.

4. Explain the comcept of "influencer."

One that influences others in their social network to perform an action or change an attitude. For example, posts that ask you to like or share this if you (fill in blank) or to win a (fill in blank).

5. Explain how marketing Oreo along with a current issue helped the sale of Oreo. 

Oreo helped promote itself through current social issues or "in the now" news and they called it the "Daily Twist." Because Oreo was involved with the social stances when people like and agree with the social aspects that Oreo associates itself with, people like Oreo.

6. How do companies use social media to advertise?

The things we "like" or share about certain ideas, movies, actors, products, etc. other companies can see. We are increasing the value of these things by "like"ing them and being active users.

7. How are marketers using social media to build "brand trust"?

Social media is used to build "brand trust" by having the audience engage and interact with the brand. The brand can gain trust if the company is active social media users and really takes the time to respond and ignite discussion with a consumer. One way "brand trust" can lose credibility is to spam the audience with ways to purchase products immediately. Advertising through social media is not about that. It is about creating a relationship with consumers. Many companies use entertainment to capture attention and to break the ice for discussion.

8. How do celebrities use social media to advertise?

Celebrities can tell which people like the celebrity and also like the same product or brand as they do as well. It's essentially when the celebrity "likes" a product, idea, movie, etc. and a fan of that celebrity liked that same product, idea, movie, etc. too. The celebrity can do with this what they wish. It could lead to an advertising promotion where the celebrity teamed up with a product to generate sales and brand identity.

9. What is Corporate Sponsorship?

When Corporations fund you and help you essentially become more famous or a little more wealthy in return for showing off and promoting their product(s).

10. Are marketers being transparent or invisible when using technology as described in the documentary?

Marketers are being transparent because they want the audience to do the selling for them. They want you to feel like a brand or celebrity is just like another "friend" on your account.

11. How is the Hunger Games plot a lot like advertising using social media?

A user has to get sponsors and make connections with followers. In the movie people in the game have to get important people to like them to help them survive. If your users like you they help you make it to the top.

Saturday at The Rock

My team had the privilege of performing our first on field performance for our Mountaineers this past Saturday. Check it out if you missed the blow out against Howard, 49-0!