Innovation & Design in the Cultural Industries Lecture 6 Innovation and Technology: creative communication
Lecture Overview
A Changing Society? According to Brown (2009) we are in the midst of a communications upheaval more significant then the introduction of the printing press Previously believed what we were told The end of deference? We no longer implicitly trust what we are told
Web 2.0 – The Internet Revolution Web 2.0 is a version of the world wide web that is open to ordinary users Transfer of control Democratisation of the internet Symbiotic relationship?
Implications for Business New technologies have major implications for the ways in which brands communicate Considerable advantages but greater complexity Can engage more actively with stakeholders Emergence of organisations that have a much more democratic and inclusive culture However, we cannot control the conversations about our brands like we used to
The Social Media Blogs Twitter Wikis Usually maintained by an individual Bloggers as the new journalists? How do we engage with them? Twitter Short, regular updates Wikis Anyone who accesses can add or edit content Wikipedia is the best known example of this Consequences for organisations
The Social Media cont… RSS Facebook Really Simple Syndication News ticker or list of headlines Facebook Are you able to give something of value to your audience? Very suitable for the cultural industries We can combine different forms of social media via tools such as TweetDeck
Creating a Message According to Drewniany & Jewler (2008) great advertising is inspired by insights about brands, consumers and how the two interact Creative ads need to make a relevant connection between a brand and its target audience They must present a selling idea They can be unexpected
Top Tips for Developing the Message Know the difference between puffery and deception If you make a claim be prepared to substantiate it Don’t copy creative ideas from other campaigns Don’t copy other people’s likeness Respect other companies trademarks