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.
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.
Aug 6, 2018
In this Quackcast Tantz, Banes and I have a chat about the novels that influenced us when we were growing up. Each of us barely even touch on them but we do bring up some interesting titles… for Tantz it was the sexy comic Storm and the novel The gods of Foxcroft, for me it was the high fantasy of CS Lewis and JRR Tolkien, and later on SciFi by writer like Tanith Lee and her Don't bite the Sun and Drinking Sapphire Wine- both of which were very prophetic novels in the way they deal with hedonistic youth culture and the modern phenomenon of adults having extended childhoods while outsourcing more and more adult tasks to technology. What were some of your most influential novels when growing up?
Mar 1, 2015
In this Quackcast Banes and I discuss some methods for testing your writing, well mainly your characters, to see how well you really know them. We use a comedic character creation template that we have found is perfect for testing and learning more about your established characters, no matter how serious they are. It consists of four interrelated elements: Point of view; Exaggeration of the point of view; Faults; Relatability / Humanity. We also talk a little about the dreaded dangers of the Mary Sue... you never want your writing to fall in that putrid, cancerous hole of smelly excrement where your main character is perfect and all the others worship them. And lastly the very useful Bechdel test for seeing how rounded your female characters are. There are 3 rules: You have to have at least two named women; They who talk to each other; It's about something besides a man. We were both a bit sad about the death of Leonard Nimoy. R.I.P. Mister Spock.
Mar 18, 2013
After Bravo1102 mysteriously vanished from his remote, smelly, shack in the wilderness, Banes and I were thrown back onto our own not inconsiderable resources in an attempt for a replacement topic! That was provided for us serendipitously by Skoolmunkee and her fantastic newspost about figure drawing! So Banes and I go into detail about the importance of drawing models from life and about some of the tricks of the trade- i.e. shorter poses tend to be more dynamic than the longer ones, and other helpful tips like using movies for reference as opposed to photos if you want to get better poses, scenes and see how clothes and fabrics work... The topic of this weeks Quackcast has inspired us to tackle more technical subjects, so next week: Photoshop!
Mar 27, 2012
In the 3rd part of our 4 part focus on the art of story and screenwriting we have a look at some more interesting and popular story genres; Buddy Love, Fool Triumphant, and Whydunnit! We learn further tricks of the trade and gain more insights into the secret and amazing world of story writing, all from the mind of the genius screenwriting prodigy Banes! We also have episode 11 of our continuing nonsense comedy soap opera tale, now with improved sound effects!!-defects-effect-effectsss... and yet more idiocy. Lister discretion is advised; may contain violence, smelly farts, and passionate kissing.