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
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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.
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.
Jul 23, 2018
In this Quackcast we talk about where the line is for YOU in your work about what subjects and imagery are too far for you. What is too horrible, too controversial, too extreme for you to approach? Is it blood and gore, something controversial and political, swearing, religious, sexual? Maybe you have other borders… perhaps something is too cute, sickly sweet and saccharine?
Feb 26, 2018
Jason Moon, author of Crater's Edge, messaged me about some comments he had. He was perturbed about reader reaction to his storyline and wasn't sure how to handle the comments. I told him that those sorts of comments are the very greatest compliment an author can get, because once you get them you've reached the stage where people care about your work enough to get angry: they're invested emotionally in the characters. Yes. It is initially confronting to have someone commenting like that but what you really need to do is step back for a moment and realise what a gigantic compliment it is in actuality. It means you affected them strongly, and that's quite an important thing to be able to do. It doesn't happen much but it's quite a GOOD thing when it does. It's not an easy thing to do to get people that invested. What it really means is you have succeeded as a writer and reached an important milestone. We also have a chat about getting comments in general and also GIVING comments! Hopefully our new comment notification feature will be a boon for this kind of interaction. This week Gunwallace has given us the theme to Kitty Kitty Bang Bang: Multilayered Chinese video-game war anthem with a modern twist! That’s how I’d describe this complex little piece. It’s the final boss battle, you’ve got no spare lives, you’re down to your last powerup and time is running out!
Jan 15, 2018
Sexy badguys: power vs confidence vs sexiness. That's what we chat about here. Why do we have sexy bad guys? Are all bad guys and girls sexy? What makes them sexy? Is power truly sexy in fiction or is it confidence? There are so many aspects to this and so many totally unexamined assumptions, misconceptions, and cilches. We try our best to examine all these aspects because we all love a sexy villain and we loved talking about them even better. This week Gunwallce has given us the theme to Really? It's ultra poppy Daft Punk-like, bouncing with joy and enthusiasm, this one wants you to get up and go and it wants you to do it now! Really!
Jan 7, 2018
READERS are a massive part of Drunk Duck! Actually readers are a huge part of ANY comic. But Drunk Duck tends to focus far more on creators than perhaps we should… This idea was inspired by a newspost of Tantz's. We talk about ways to make DD more accessible to readers, including highlighting comics in similar genres and guest representatives giving us recommendation lists of comics they like from a genre so we can promote them on the front page. Emma_Clare has done some GREAT mockups for a redesign of DD and in those is an example of the DD front page where we highlight comics by genre! We chat about comic listing sites like Comic Rocket, Top Webcomics and the brand new Archive Binge, along with other various topics like who are the best hosts for adult comics, cross promotion etc. This week Gunwallce has given us the theme to Blood and water: Cool, quiet, and creepy. This one will have you on edge from start to finish. There’s an undertone of cool nonchalance that’s surprisingly at odds with the on-edge feel! Please donate to our our Indiegogo drive to raise many for the latest improvement to DD: Comment notifications! We know that everyone wants those.
Dec 25, 2017
Merry Christmas! It's that time of year again… well, the end of the year. Banes was ill with the dreaded lurgi so Pit, Tantz and I were left to our own devices to chat about Christmas and our fave Christmas movies. What's yours? This week Gunwallce has given us the theme to The Portland Express: Come with us on an adventure on the high seas! This music is redolent with the exotic, action, and intrigue. Flavoured with the sounds of the east, this tune is clearly on a mission!
Dec 18, 2017
This is the Beautycast. We decided to have a chat about beauty. What IS beauty? is it universal? I would contend that it's not and that's what we tended to agree in the Quackcast. Beauty is a highly relative concept dependent on many factors like symmetry, rarity, ethnicity, time, geographical area, economic conditions, exoticism, what you're used to, aspiration, age, clothes, hair, health, fashion etc. Add to the fact that it's not really just based on what a person looks like but what they look like in relation to others around them. There's also the much derided old aphorism that “beauty comes from the inside” or that it's based on personality. We discus the fact that this is surprisingly actually quite true! Personality, expression and the way a person conducts themselves hugely influences your perception of their beauty or lack of it. This was a very interesting and enlightening discussion. This week Gunwallce has given us the theme to Mercenary Bound: This one has a slightly disco, early 1980s feel to it. It pumps along with the nice easy pace of a trained fighter, with a hint of threat and a touch of danger, like the music to a level of a side scrolling beat-em-up videogame. —————————————————————————— Don't forget our campaign to give YOU comment and reply notifications so that you can see who has commented on your comic pages easily, you can respond to them right away, then they'll KNOW you replied and they can respond back and so on. But before we can do that we need to raise money via Indiegogo to pay for it. YOU will be helping to pay for a feature that you want. That's how the site works these days, it's our site: yours and mine.