Mar 11, 2019
What is Social Marketing? Basically its word-of-mouth and viral marketing smashed together and weaponised: Marketing companies hijack hot-button social issues and hitch their client's brand to them in clever campaigns (“We can be better”, etc). The purpose isn't really to make a brand seem progressive, modern or new, rather it's another way of getting it trending on social media that's guaranteed to work, unlike the legion of hit or miss but mostly failed “Viral” campaigns. Whether people say negative or positive things about this issue is irrelevant to the marketer, as long as people are talking about the brand is all that matters. Free advertising is the goal, but it has a social cost.
Topics and Show Notes
This has led to issues because the so called “culture wars” divide people in artificial ways. The way the social issues are presented in these campaigns is often overly simplified and so can sometimes be harmful to the issue itself. Fallout over community discussion can bring unwanted attention to the brand… People are random factors and can run with things in unexpected ways: actors can go off-message, people can get together and organise campaigns to review bomb things or even hound actors off-of social media, studios can get nervous and throw their weight around using their advertising budget (the threat of withholding it) as a bludgeon to kill websites…
So much for the theory, what are examples of social marketing?
A recent famous example was the “We can be better” video done for the razor company Gillette. The message was didactic and simplistically constructed, but what you'd expect from a marketing company. It was an enormous success though: it was fuel to the fire of the “culture-wars” and massively increased the profile of the Gillette brand. The campaign was trending on all social media, videos were made about it, blog posts, comments, rants, news articles and so on. The Gillette got far more than their money's worth with what they paid their marketing company.
The social marketing of recent movies, the Ghostbusters reboot and the new Captain Marvel film caused problems (not the films themselves). Social marketers wanted us to think they were socially progressive and politically aware, promoting female empowerment, when in reality they're simply big budget, well-produced mainstream entertainment, the same as any other. The social marketing added to their profiles but also caused them to become pawns in the culture wars: by advertising love or hate of them people signal allegiance to a raft of other social issues and positions.
Another early, but good example is the famous “Fearless Girl”
This is a bronze sculpture that was commissioned by an advertising company, its purpose was to market a new female focussed investment fund on Wall street. As an aesthetic piece of art it's awful, looking like a Disney figurine; pure ugly kitsch. It also unfairly re-contextualised the older Charging Bull statue which it was put in front of. It looked like the girl was bravely facing it down which made the bull an evil villain. The bull sculpture had been created by an artist to celebrate the vitality of and dynamism of American business culture while this new sculpture was essentially fake art, a marketing gimmick created by an advertising company. However the unintentional result was that the sculpture became an icon of female empowerment, far beyond the small scope of the investment fund it was promoting. Bad, false art that it was, it actually became a successful “Good” art piece because it resonated and communicated so well with people everywhere, albeit with a far different meaning than was originally intended. It's now world famous.
The problem with social marketing
Companies ARE made up of individuals and they can support whatever ideals they like, as they should. This can genuinely be reflected in the products of those companies, this is perfectly ok. The problem comes when marketers insert issues as an artificial layer as part of a marketing campaign. Progressive issues are too important to be hijacked by marketers.
The world is being divided more and more and the power of the individual is getting smaller, social marketing campaigns usually only exacerbate the problem. They hijack left-wing progressive issues and attempt to manipulate masses of people. They are not a genuine contribution to the cultural discussion, they aren't sincere, they are not organic, and they have more resources and a bigger voice so that they cause imbalance and contention. The web used to be a massive, chaotic, democratic morass, now it is dived amongst a much smaller number of media companies: Google, Apple, Facebook, Twitter etc, so that it's very easy for corporations to manipulate and attempt to control social sentiment while also shutting down the voice of the community.
How can we combat social marketing?
Calling out social marketing for what it is, that's a start: Recognise when something is attempting to manipulate you and instead of engaging with it (“This movie will be amazing because it's about this social issue!” or “This film is horrible because it's about this social issue!”) say what it's really doing: “This film is no more an advocate for that social issue than any other, I will see it because I like the content. The marketing campaign attempting to promote it as socially aware is false and manipulative”. But simply ignoring fake controversies the same way we do with viral ad campaigns is probably best.
Progressive people should not be fooled into thinking a corporate entity properly represents issues and nor should those who are against them. No one should be tricked into doing the work of a marketing company, you are not being paid and they don't deserve the free help.
This week Gunwallace has given us the theme to The Lightning Orb: Zaps, shocks, sparks, electrified plasma arcing through open air with the hot burning smell of fresh ozone… invisible pulses through flat gold wire circuits printed on green silicon as electrons are exchanged at almost the speed of light.
Topics and shownotes
Become a subscriber on the $5 level and up to see our weekly Patreon video and get our advertising perks!
Even at $1 you get your name with a link on the front page and a mention in the weekend newsposts!
Redneck - https://www.theduckwebcomics.com/news/2019/mar/04/featured-comic-redneck/
Banes' newspost about Gag orders - https://www.theduckwebcomics.com/news/2019/feb/28/gag-orders/
Banes' comic strip We Can Do Better - https://www.theduckwebcomics.com/news/2019/jan/16/we-can-do-better/
Fearless Girl and the bull - https://en.wikipedia.org/wiki/Fearless_Girl
Special thanks to:
Gunwallace - http://www.virtuallycomics.com
Banes - https://www.theduckwebcomics.com/user/banes
Tantz Aerine - https://www.theduckwebcomics.com/user/Tantz_Aerine/
Ozoneocean - https://www.theduckwebcomics.com/user/ozoneocean
The Lightning Orb - https://www.theduckwebcomics.com/The_Lightning_Orb/, by AWilsonnn, rated T.
Mar 4, 2019
The entire team is here this time, no one was cut… So we're chatting about CUTTING, as in cutting out scenes to make a story cleaner, leaner and less flabby, but also NOT cutting because in a webcomic you don't have to, and when you cut badly you end up with a “D movie” effect where story scenes don't follow, don't make sense and plots seem to go nowhere or happen for no reason.
Feb 4, 2019
A huge thank you to the fantastic Amelius, creator of Charby the Vampirate! We mined her great newspost on the topic of the comic hiatus for this Quackcast. When you're reading a comic and it goes on Hiatus it's an awful thing… suddenly all progress stops and you don't know for how long it will be gone for. Some authors are great, they'll reach a point where they can't work anymore for some reason or they'll take a little break, but they will tell you they're going on a hiatus and when their comic will return- and Lo, it comes back exactly when they said it would. Crappy authors will say they're going on a hiatus and never return.
Dec 16, 2018
On the 18th of December people who post things with nudity on Tumblr will be kicked off the site. That means all the adult bloggers, comicers and things that made that journalling site stand out above the rest of the vast sea of blog sites and image hosts are being screwed out of what they helped build up! The reason of course is to make the site more attractive to advertisers and so it can more easily fit the standards of puritanical companies like Apple and Google who have taken it upon themselves to scrub the world clean of anything that defines us as adult human beings.
Dec 10, 2018
We mined Tantz's Saturday newspost for our discussion topic: Strong characters and how to write GOOD ones! What is a strong character? Well it has nothing to do with physical ability, power, command, or anything so obvious and trite. Strong characters are well rounded and well realised, they're often active and opposed to reactive, they make things happen, the story hinges on them. Failed attempts at “strong” characters or obvious and often result in Mary Sues, whether male or female. People hand them traits that they THINK will make the character strong: make them a general, make them a great fighter, make them royalty etc. The problem comes when none of that is ever logically backed up in the story. You can't just title a character something or have other characters talk about how great they are without having them demonstrate a reason for it, or else all you have is a pathetic paper tiger and a really shizzy failed part of your story.
Nov 25, 2018
We're all back together this week and we're chatting about audience expectations for characters versus the intentions of the creator. Which is more important? Well it's a bit of a balancing act… You don't want to pander to your audience because that's not fun and they won't enjoy it anyway, but by the same token you shouldn't just do whatever you feel like regardless. As a creator you build up a contract between yourself and the audience; if you betray that by subverting their expectations with characters in ways that are very “OUT of character” just because you feel like it then you can start to lose their respect and attention. Killing off characters all of a sudden can be a big responsibility too, try not to take that lightly.
Nov 19, 2018
This is Quackcast 401! Error, error! Pitface and Tantz were absent so Banes and myself were left to go quietly off the rails and expostulate all sorts of radical, half formed, badly articulated thoughts. This is an interesting one! We cover the death of the great Stan Lee, titan of the comics and superhero world. Then we sidestream into talking about comedians trying to be political commentators (re: Bill Maher)… I must apologise for my Ad Hominems. And lastly our focus is on a “new puritanism” in some aspects of pop-culture. It all ties together, if a little awkwardly.
Oct 15, 2018
Amelius of the magnificent and eternal Charby The Vampirate returns to the Quackcast today! Amelius was the first person we every interviewed and Charby the Vampirate has been on Drunk Duck exactly as long as Pinky TA: since January 2004! Tantz and I chat to her about the new Patreon she has going for Charby and all the amazing bonus perks you can get on it. If you're a Charby fan you should definitely get in on that. Amelius has also agreed to join us on DD to do newsposts every week! So you will be seeing some cool content from her regularly. She has a LOT of comic making experience to impart.