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

Clemi Hardie

clemi@noodlemarketing.co.uk

@clemihardie