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.
Dec 2, 2018
This Quackcast was inspired by a newspost by Tantz. There seems to be this prevailing idea at the moment that serialised storytelling is better than episodic style stories. Tantz informs me that it's one of the many Twitterverse controversies! So let me explain what I mean here: Episodic story telling is when most of the story you're telling can be parcelled into the course of an episode: you can have a strong beginning, middle and satisfying conclusion in the course of your episode, whether that takes the form of a comic chapter, a page, a strip, or a half hour TV show. The Serial style has things stretching over multiple chapters or TV episodes. What we talk about in this Quackcast is that it's an utterly false dichotomy: You do not have to have either or, in fact most projects have elements of BOTH at the same time and it's a little foolish to think that one style could possibly be inherently superior to the other since they're just tools for telling a story. It is up to the creator to pick which one is right for their own work and the context in which it's going to be shown.
Jul 23, 2018
You may have read about how a conspiracy theorist dug up some 10 year old tweeted jokes by director James Gunn and got him fired from Disney… Well that incident inspired this Quackcast, which is a re-take on the whole personal brand idea that we discussed in Quackcast 289.
Jul 2, 2018
We talk about all the new upgrades that DD has just gotten: the new comment notification and reply features (a huge thank you to all who donated and helped out with that!!!), our new notification icons, getting HTTPS on the site, moving to the new ad system after the fall of Project wonderful, maybe starting a Patreon for DD, and Tantz's Sunday Twitter features. We also chat about Tantz's latest newspost and Mks Monster's thread that it was based on: basically the idea of forcing creators into boxes. The idea that women should create certain kinds of work and men should create others. Gunwallace gave us a lovely theme to Sky Commander. This is a very futuristic sounding track, at first glance it’s a little modern for the 1940s set comic but I like to think of it as the flight theme of the Sky Commander as he zooms through the clouds in his shiny metal Streamline Moderne gear, producing an expanding vapour trail behind him, crisp and white against the eggshell blue sky.
Jun 11, 2018
We have community contributions for this Quackcast! Many DDers told us about their best work and we read that out and chat about in on the Quackcast. We talking about promoting comics through DD's Twitter account. The DD awards have begun, get in on them and get nominated! Tantz Aerine wants to promote comics so send stuff to her.The we had a really long and interesting chat about Comisgate and Mark Wade and then Pitface had a meltdown :D This week Gunwallace has given us the theme to Completely unrelated. Slide into coooooool. This is crystal white acrylic decor, this is a level above, this is music for the sophisticated. Feel your stresses melt way as you float off with the smooth jazz. Pure pleasure.
May 14, 2018
In this Quackcast we have a chat about some ways to promote your comics and sell yourself. Emma Clare and Tantz have been doing cool stuff with the DD Twitter account. Hash tags are an important part of that, help them come up with a hash tag for DD! Who understands hash-tags on Facebook? Covers are one of my favourite ways to promote your work. They're tricky to get right but you need them to properly encompass your work and promote it, the form they take can depend on where your work is: Amazon, Drunk Duck, a convention, targeted ads etc. But be careful not to disappoint your audience with false advertising. This week Gunwallace has given us the theme to Coward of Valor. It's a Modern yet medieval, this tune strides in with great pomposity and deigns to dance for us. It pirouettes and swoops in all its beauty and extravagance then exits stage left with just as much flare.
May 7, 2018
Millennials are so dumb, Gen Xers are SO lazy, and those Baby-boomers are just greedy as hell aren't they? But seriously, in THIS Quackcast we chat about the different generations of webcomicers and what's changed and what we have to learn from each other. The first generation of real webcomics came in with Sluggy Freelance, 8 bit theatre and a few others. Webcomics started out in the mid 90s as the web version of “Zines”: independent creator driven personal projects. The second generation came about in the 2000s. Sites like Drunk Duck and Keen Space were a huge part of that. It made it easier for creators to make the jump online. We'd seen what those first guys did and now it was OUR turn, there were a lot of copy-cats in this generation, but a lot of experimentation and creativity too, with sound, animation, interactivity and infinite canvas being a mainstay. Later there was an explosion in hosting sites like DD and comicers moved on to other formats like Tumbler and Twitter etc. The pro comic publishers saw how things were going and tried to get in on the act with online comics too. I think the 3rd generation saw a lot of commercial focussed projects. Comicers saw it as a way to make money so we had a lot of slick, pro work flooding in. In the 4th generation I think we have people doing comics for mobile devices or ON mobile devices. A lot of the comic hosting sites have far more limitations on work than they used to in terms of content and format, a lot of stuff has a bit of a pre-packaged feel, you see almost no experimentation with format now. On the upside though quality is a lot higher and comic sites will reliably work a lot better than they used to. Styles have changed over the generations: In the old days most comics were fully drawn and scanned. Tablets were rare and very expensive and so were graphics programs. If you saw a fully digital comic back then you knew the artist was either a pro or they were at university with access to high level equipment - or it was dodgy work done with a mouse and Windows Paint. Those tools have become far more accessible now and the barriers have come right down. Most work is digital. What generation are you? This week Gunwallace has given us the theme to DreamcomicbookDOTcom! Journey into a claustrophobically narrow electronic service tunnel, filled with high voltage wires humming with unimaginable power and mysterious cables running off endlessly into the dim, dark shadows in the distance. The creepy patterings and low hum of this music will take you there!
Mar 5, 2018
All the planning and set up in the world will never count for anything if you never start your webcomic, so just put your own to paper and begin! “Getting started on a webcomic” is what we chat about here. I was inspired by PitFace's newspost about a crappy horror film and how the creators just went for it. As a webcomicer that is what you HAVE to do! You can plan, research and gather resources for years, but the reality is that it just makes you more and more scared to take the plunge. You'll develop a LOT faster as a webcomicer if you throw caution to the wind and go for it. I'm not saying that research and planning are uneeded, it's just that most if it can be done while you're actually working. Do not worry about putting out a perfect piece of genius work from the getgo- your comic WILL get there regardless if you're dedicated and put the work in AS you work, but the first few pages or chapters don't have to be there. Your audience will appreciate the chance to grow with you a lot more than if you put out a polished gem to begin with. Starting out at a place like Drunk Duck is your best bet. It's a nurturing, easy to use, creator run platform, focussed around promoting webcomics. So what are you waiting for? This week Gunwallace has given us the theme to Flesh and Wires: Dirty and distorted electric guitar and determined fuzzy bass, weaving together over a haunting synthesized Melodica. Portentous and evocative, this music tells a story in it’s own runtime! The main riff reminds me a little of my fave part for We don’t Need Another Hero from Tina Turner.