using social media to change minds
TRANSCRIPT
BA (Hons) AdvertisingMaking a change using social media
What is a public service announcement?
“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
How can you apply techniques of persuasion…
• Association
• Testimonial
• Bandwagon
• Repetition
• Bribery
• Beautiful People
• Celebrities
• Transfer
• Intensity
• Fear
• Common Sense
• Emotional Words
• Reasoning
• Card Stacking
• Plain Folks
• Humour
• Nostalgia
• Rhetorical Questions
Techniques of Persuasion
• Scientific Evidence
• New
• Charisma
• Flattery
• Symbols
• Simple Solution
• Extrapolation
• Name Calling
• Analogy
Maslows Hierarchy of Needs
…utilising social media tools and platforms…
…to change attitudes and opinions…
…rather than to encourage
consumption?
What does this make you feel?
http://www.youtube.com/watch?v=3jftfU30xJg&feature=related
http://www.youtube.com/watch?v=72gRlWXgD0o&feature=related
http://www.youtube.com/watch?v=0hySFt8O11A
Which techniques of persuasion are used in
these?
The common thread…
• Looking to change opinions, attitudes and behaviour
• Based on facts and figures
• Persuasive, emotional and shocking
• Provides a tangible action to take
Remember the power of word of mouth?
The power of peer influence…
And the power of recommendation…
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
But how can we use social media to
increase the reach, resonance & uptake of
these messages?
http://www.youtube.com/watch?v=K54-kgkPyek
Take an existing PSA campaign and think
how you would extend reach using social
media
Social Media Module on SlideShare
http://www.slideshare.net/UCFadvertising
