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 29, 2016
Welcome to D.U.C.K. Radio! Get ready for your DJs: Smooth Ramone, Hard rock Jimmy Storm (BRINING THE THUNDER!!!), Weatherman Rhet Blanket, Conspiracy theorist Smiley Fraudson, and hilarious* Maple and The Syrup (*they're not funny). This is the first part of Radio DUCK, we're bringing you ALL of the fantastic themes Gunwallace has composed for many great webcomics. You got a small, tiny, insignificant taste little taste of it in Quackcast 258, now be prepared to take the FULL blast! 29 of Gunwallace's classic themes in this cast and two more casts to go to get the rest so stay tuned. Gunwallace radio - All great music all the time!
Jun 8, 2015
Ozoneocean and Banes Ramble On (https://www.youtube.com/watch?v=q-EakzxmO-o) about Ozoneocean rambling on while they catch up after a long three week break since Ozone has been in Greece with Tantz Aerine and Pitface, and then Serbia while Banes and Bravo were plotting to take over the Quackcast. After they caught up we chatted about various pop-culure things like Mad Max Fury Road, Babbadook, Brooklyn 99 and more. As a sort of treat there are some pics of Ozone, Tantz, and Pit here: http://www.theduckwebcomics.com/news/2015/jun/08/quackcast-222-time-to-ramble-on/
Jun 23, 2014
Come on down, it's Quiz time! For this week's Quackcast we had a quiz based on DD comics, as a friendly, fun way to try and promote them... there's even a bit of Drunk Duck history mixed up in the questions. Just a smidge. We had three contestants taking part for the honour of telling everyone else to suck it; Archaeologist Amazon Adventurer Artist Pitface, Psychologist Freedom Fighter Lawyer Comicer Tantz Aerine, and Scientist Philosopher Comic Group Leader and all around boob-fancier Abt Nihil. They all competed to the very limit of their abilities, striving for dominance against each other, employing every dirty trick in the book and even some new ones... So please listen to the first ever DD bottomless Quiz! Oh, and there's even some titbits about the totally mythical married life of Ozoneocean and Pitface.
Jun 9, 2014
Kawaiidaigakusei came up with a great idea for a call-in show… That didn’t entirely work out so we did a “Harassment show” instead, where we phoned various duckers till we could finally get someone to talk to us. Seriously, we were desperate! All the people we called utterly destroyed us on our running fridge gag… Tantor tells us about the neolithic days of webcomics and the early days of DD! Such comics as User Friendly and watching porn comics on an Amiga! Kawaii hit us with some profoundly interestings questions on making money vs doing what you love, the madness of creative people, and how much your creative product can influence you emotionally and how much it needs to in order to get you interested in creating it. And finally Mr Neil tells us about using Mark Crilley’s how to draw videos, his great superhero comic Dasien, and an artist’s need for feedback from other creators in order to stay interested in their work. He also talks about his work with Kittyhawk, author of SGVY.