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The internet is a weird and wonderful place. It connects people all around the world, people with niche and sometimes bizarre interests, people that would never meet in everyday life. I once saw a couple on a forum – I was doing that creepy thing where you read everything but don’t join in – who claimed to have been in a long distance relationship for a number of years, they had formidable ‘rep’ and were ‘respected members’ of the forum but it then emerged that they had never actually met. Through these relationships, and others, the internet gives rise to hundreds of new ideas, fads and crazes daily. An internet sub culture has formed and given birth to the internet meme:
What is a meme? Memes are spontaneous, amusing things which reflect some aspect of society or culture and can become every very popular very quickly. Recent popular internet phenomena are the Harlem Shake, before that Gangnam style and in the past we’ve seen planking, Rick rolling, lolcats and the list goes on and on and on and on. They can be anything from images, catchphrases, videos, words or themes, in fact here is a list that Wikipedia has complied and as you can see it’s all pretty random.
Yet these seeminly pointless phenomena have much wider implications, particularly on marketing. The aim of marketing is to promote a brand; you want to spread your brand image far and wide. This can be done by brute force – pushing your message in the consumer’s face through relentless adverts in magazines, on buses, on billboards, on TV, on the radio and on websites. But the holy grail of the marketer is known as ‘word of mouth’ – make the customer do the work for you and spread your message on their own. No only is this much less work intensive, but it also is more effective since consumers believe other consumers more than they believe billboards. The internet is busy changing everybody’s lives as usual and has the potential to revolutionise word of mouth marketing through memetic marketing – using memes, as concepts that spread from person to person via the internet, to encourage consumers to share a brand message.
Such phenomena are born and live on the internet, like a shameful secret they were once confined to the shady corners of chatrooms or forums but now they are plastered all over Facebook walls and taped to tweet decks. They are even slowly clambering out of our screens and into the ‘real’ world. (The real world is a place where two individuals in a relationship have had actual face to face physical contact.)
These are ideas and messages that go viral with lightening speed, reaching hundreds of thousands, even millions of people will little to no effort on the part of their creators. It certainly sounds ideal if you’re trying hard to get a certain message across – enter memetic marketing. Memetic marketing, is a term that seems overly technical for something which essentially started just for a bit of a laugh, and it means using memes in marketing campaigns. Simples. Only it’s not quite as simples as it seems.
As we know from the story behind key board cat, these phenomena tend to be things that somebody does messing around in their bedroom late at night that at the time they think is kind of funny, then the internet swallows it up and vomits it out everywhere, so they wake up in the morning and suddenly everyone is doing it. So these things tend to arise fairly organically and happen by chance. Nobody knows what will go viral and what won’t. Satire and political parodies tend to be popular, such as Mitt Romney’s ‘binders full of women’ but ultimately circulation and uptake are decided by the ‘internet community’ on forums, chat rooms, social networking sites and all other areas of web 2.0.
It is important to remember that memes are at heart humorous and simple which renders them not relevant to all marketing campaigns, but if memetic markerting is what you want then you have several options. The first is to piggy back on an existing meme and use this for the basis of your campaign. This is what Virgin Media have done with ‘success kid/victory baby’.The ‘Y U NO guy’ has been used on hipchat adverts and keyboard cat has been used to advertise pistachios. However, choosing the right meme can be tricky. The choice of meme and its meaning must be selected carefully to avoid any mis-interpretations. Memes have a shelf life and die out so using an existing one means that people could already be tired of it. Most importantly, stealing memes could initiate a back lash from an internet community unimpressed by your lack of creativity and willingness to free ride on others.
The second option is to create your own meme and this is obviously a lot harder but can be more rewarding. Old spice created a meme with their campaign ‘the man your man could smell like’ and Compare the Market have created one with their meerkat campaign http://www.comparethemeerkat.com/. You need to come up with something that is genuinely appealing or funny yet is still relevant to your company or product. There is no point generating a hugely popular meme that nobody associates back to you. In this way the meme replaces the traditional marketing ‘catch phrase’ and it needs to be very cleverly designed so that people want to share it of their own volition.
Memetic marketing can be very dangerous, once you’ve released your meme out into the internet wilderness anything could happen and many end up subject to vicious parody http://arcticready.com/arctic-ready. The advice when this happens seems to be ‘just go with it’ – no publicity is bad publicity right? In fact, another way to stir up some meme attention is to create the inspiration for a meme rather than a meme itself – is this the purpose of some campaigns which are so bad they’re good? These campaigns can get a vast amount of attention, although they tend to be more popular if the attention is negative. I cannot believe that the instigators do not foresee the way some campaigns are going to go, like the #IShopAtWaitrose or #susanalbumparty – the latter must be deliberate, how could it not be? If it was it definitely worked – who cared about Susan Boyle’s new album before that and then suddenly, with that hashtag, everyone was interested.
Conclusion – is memetic marketing the future? I’m not so sure, it seems a bit gimmicky to me. Using memes in traditional marketing campaigns seems a bit odd, like taking a fish out of water and then expecting it to leap back into the water to tell all its friends. In digital marketing, however, it is more natural – using memes on social media is like speaking the local language. I suggest we turn to the King of social media for advice – Barack Obama. The subject of many a meme, Obama, during an AMA session on reddit referenced ‘his meme’ and the crowd went wild. He’s following the age old rule of talking to your audience in their own language. He looks cool and people love it. I think this highlights that there are two different ways to use memes – you can acknowledge them and use them to relate to an audience or take advantage of them. Obama does the former, aggressive traditional campaigns do the latter and speaking on behalf of ‘the internet community’ I think we’d all prefer Obama, I mean, the former.
0 Comments | Posted by naomi in Alternate Reality Games, BETT, Development, Education, Events, MOOC, Personalised learning, Uncategorized, augmented reality, online learning, online university courses
Running from January 30th to February 2nd last week was the 29th Bett show, the British education training and technology event. This year was bigger than ever before and to accommodate the increasing demand Bett moved to the Excel arena which meant our journey involved an exciting trip on the DLR. There was a lot of hype around the event this year with #Bett_show trending throughout the week:
New this year was the Bett Arena, a 750 seat amphitheatre to host talks from influential thought leaders in education from around the world, including Vince Cable and Professor Brain Cox. The education sector was shaken up in 2012 – ‘The year of the MOOC’ – so it was exciting to see two MOOC pioneers also attended the show – Shimon Shocken and Daphne Koller of Coursera.
In the opening ceremony Microsoft’s VP for education Anthony Salcito’s proclaimed that ‘’Technology will always step up to the challenge we need in our classrooms’’, so let’s take a quick look at what stepped up this year:
Innovation was abundant and it was focused around tablets, apps and cloud technologies. As expected, everywhere you turned to look there was an interactive whiteboard and some were showcasing some impressive improvements – SMART were exhibiting their Short Range Projectors which can be mounted only 50cm away from the board, meaning no more blinding lights for teachers. GloView have launched Any Surface IWB which can be used on any wall to turn it into a touch sensitive interactive whiteboard. 3D projectors like 3D Visualisation by Reach Out Interactives Ltd were another exciting development meaning that students can see objects such as a beating heart in 3D, moving it around to view all angles. Augmented reality apps also featured at the show with Samsung showing an app that scanned codes to show 3D objects that could be moved around on a 2D screen.
The range of interactive learning resources on show was incredible and we particularly enjoyed being shown around the Royal Society of Chemistry’s interactive periodic table:
Big this year was the Cloud; looming and ominous, it looks to be supplying programmers and educators with unlimited possibilities. Google Apps and Microsoft Office 365 were promoting their cloud based applications. Microsoft Office 365 enables you to run Office applications such as Word, PowerPoint and Excel within your web browser – to launch the program all you need to do is log into a website. Integration with SkyDrive cloud storage and the fact that you don’t need the programs installed on your harddrive to run them means that students can access the programs and their files anywhere.
However, whilst there were lots of impressive technologies on show, this does not always translate straightforwardly into improved learning in the classroom. In November NESTA found that “costly digital technology that has the power to transform education often sits in boxes because teachers do not know how best to use it”. Chief executive Geoff Mulgan said: “The emphasis is too often on shiny hardware rather than how it is to be used.” The technology available offers so many valuable opportunities to educators and students that it cannot afford to be underutilised. The show opened with the message that technology should follow the needs of teaching and this was a theme ran throughout Bett 2013. The slogan “vision before technology” was used by Janet Hayward (Cadoxton Promary School) and Tom Rees (Simon de Senlis Primary School) as they expressed the “need to take an educational perspective as opposed to a technological approach to digital learning by training our best teachers to talk about how it benefits them and their classes’’. This is where Bett becomes all-important; events like TeachMeets allow teachers to share their experiences, favourite resources and to learn from each other. Resources such as Teachers TV, which we were very happy to see in it’s new form at the show, are vital to share knowledge and helping keep teachers up to date and informed. The countless workshops, meetings, breakout sessions and LearnLive talks that Bett facilitates provide a platform to bring together and encourage discussion between the developers, teachers and content providers. Communication on this level is vital to ensure that the exciting technological advances exhibited at the show are used to their full potential and not left clean and shiny in their boxes.
Since the first links between smoking and lung cancer were published by Richard Doll in 1950, legislation has been passed to try to control tobacco consumption. In addition to counter campaigns such as anti smoking adverts and specialist NHS services the Government restrict and regulate the tobacco industry in an unprecedented way. We’ve seen limits on smoking in public places, a ban on vending machines, compulsory warning messages on packets, excise taxes and unparalleled restrictions on advertising. This year the government are stepping up their game with more graphic campaigns and grotesque imagery.
Today most advertising campaigns are run online with a complementary social media campaign and since regulations began as early as the 1960s some of the most successful corporations, in one of the world’s largest industries, are unable to fully utilise any digital marketing. Furthermore, anti-smoking groups have been able to take full advantage of digital resources in the form of help quit websites, mobile apps, online adverts, infographics and web apps. So why do 157,000 children aged 11-15 start smoking every year in the UK? Why is smoking still a desirable thing to do? And why is brand loyalty still so strong – the highest of all consumer products?
The Government can ban tobacco firms from promoting smoking but they cannot ban the public from doing so. The tobacco industry invented marketing as we now know it. The first known advert for a cigarette brand was in 1789. The industry has a substantial legacy with strong, historically established brands to which few others can compare and this is not a market that is open to new entrants. These brand titans have been putting in the marketing ground work for the past 200 years.
As a result they are in a unique position; a comprehensive social media campaign is run – inadvertently – by smokers themselves. Whilst the only official smoking advertisements online are anti-smoking, there are ‘unofficial’ or implicit adverts for smoking all over the internet. Social media is full of indirect materials promoting smoking – photos, tweets, pinterest boards, discussions, polls, tumblrs, videos - all posted solely by consumers which perpetuate the brand message and cannot be regulated easily by the Government.
The Government have to be very carefully when justifying the regulation the tobacco industry for fear of appearing paternalistic. It cannot look like it thinks it knows better and needs to protect us from ourselves or from the big bad tobacco firms. As a result bans and restrictions are enforced with a focus on protecting children. Therefore, the focus of many campaigns is passive smoking and the messages are ‘I’m worried about mum/dad’, ‘you’re killing your children’ and ‘only way to protect your family’ is to quit.
Tobacco firms have been equally ingenious in response – their apparent aims are not to attract non-smokers only to try to get existing smokers to switch brands – but they’ve got into trouble. With the cartoon character ‘Joe Camel’ R.J. Reynolds were accused of intentionally targeting children. Internal documents emerged claiming that children were the ‘future’s smokers’, detailing that brand allegiance is formed before age 18 and instructions for campaign materials to be distributed near schools. R.J. Reynolds denies this but voluntarily ended the campaign in 1997. A study into the accusations famously found that that at one point more 6 year old children could recognise Joe Camel than Mickey Mouse.
So branding is important. It is powerful and the Government are worried. Branding is what gives your company an identity through slogans, name, colour, music etc. and advertising promotes this. Branding is what makes smoking ‘look cool’. It is renowned that teenagers are keen to ‘look cool’ and are more easily swayed by peer pressure – this has historically been sited as the main reason for teen smokers.
But whilst brand image is traditionally formed physically through packaging, labels and adverts, today brand image is predominantly created digitally. The brand ‘voice’ speaks through twitter, is showcased on the company website, interacts with consumers on Facebook and networks through LinkedIn. Therefore, every time someone tweets ‘need a ciggie #addicted’ or a picture is posted of someone smoking at a party, brand image is re-enforced. Smoking advertising has gone viral. It is shared, liked and retweeted constantly.
Due to past decades of years of truly extensive marketing – and a highly addictive ingredient – the tobacco industry have a product that people want to share and promote of their own accord. Studies have noted for years how smokers tend to use their cigarettes as a ‘badge’, a ‘prop’, a ‘symbol’ and as long as they continue to do so – and post it on social media – they use their cigarettes to reflect and promote the brand image.
The irony is that this kind of promotion is so much more powerful than commercial, official, paid-for adverts. Consumers are much more likely to be swayed by what their best friend is posting or what Kate Moss is papped doing rather than a banner at the top of the page or an ad word on google. This is why businesses today work hard to create ‘share-able’ content on social media sites. This kind of marketing is self-perpetuating and there is not much the Government can do about it.
Infographics are a great way to capture and keep your audience’s attention whilst effectively displaying the information you want them to see. Plus they look really cool.
Watch our new video to find out more:
If you want to find out more about infographics please get in touch at firstname.lastname@example.org
“Given Tablets but No Teachers, Ethiopian Children Teach Themselves”
Classrooms are changing. Technological advances are transforming the way that children learn, or at least are taught. This is happening fast – there are dramatic differences between my school experience and that of someone only 5 years younger. My French teacher used chalk and a blackboard to teach us our verbs, something which now seems positively prehistoric, although some teachers were more high-tech and favoured the overhead projector.
It is widely acknowledged that technology can aid learning: Houghton Mifflin Harcourt demonstrated that children who learn from an ipad version of a textbook compared to a standard paper version can score up to 20% higher on standardised tests. Through engaging children and capturing their attention with colours, videos and games, technology can improve learning with the same content just in a different format. But this applies in a school setting with teachers, so what if there are no schools and no teachers? Can technology help children to teach themselves? The organisation ‘One Laptop Per Child’ (OLPC) has teamed up with MIT to give children in Ethiopia Motorola Xoom tablet PCs. In villages with no schools and near 0% literacy rates they distributed solar powered tablets in unlabeled boxes with no instructions and monitored the results.
“Within four minutes, one kid not only opened the box, found the on-off switch … powered it up. Within five days, they were using 47 apps per child, per day. Within two weeks, they were singing ABC songs in the village, and within five months, they had hacked Android” Nicholas Negroponte.
So did it succeed? Can children teach themselves? They taught themselves how to use the tablets and even how to hack into Android but it is as yet unclear whether they will teach themselves to read and write. The fact that the tablets are in English rather than their own language probably won’t help. But even if the children do learn to read and write, to say that the children have ‘taught themselves’ is not strictly true. They may not have been taught by a ruler toting, glasses wearing, librarian-esque old woman but instead they are being taught by app designers and content devisors – the people who wrote and selected the “preloaded alphabet-training games, e-books, movies, cartoons, paintings, and other programs” . Tablets were chosen over laptops because of their intuitive usability which captures and works with the natural curiosity of children. Features which seem intuitive to the user are heavily designed and the fact that they seem easy and natural is a result of brilliant design. The same is true of programming and writing – e-learning programs have to seem intuitive, mimicking the natural learning process to guide you through it.
Even in non-education focused games “good game designers are more like good teachers” because they need to teach you how to play the game; anticipating your possible next moves and steering you through the process without you even realising it. Subtle signaling, encouraging and gentle nudging in the right direction is the style of teaching involved here – in line with the vision of OLPC founder Nicholas Negroponte “I believe that we get into trouble when knowing becomes a surrogate for learning” . It is true that in contrast to the traditional slate tablets which Victorian children used to rote learn facts, modern tablets – some even named after slates – facilitate a more exploratory and creative development but it is not true that the user is unaided in this path to discovery.
The standout moment at last month’s eG8 summit in Paris saw Nicolas Sarkozy offer a foreboding warning that the internet must not become a ‘parallel universe without rules’ – only days before David Cameron had been at pains to distance himself from the idea of state regulation of the internet. But why is it that the same morality and rules of law that we defend culturally are seemingly so inapplicable to human interaction over the net? The question is one which is rapidly forcing internet moguls like Mark Zuckerberg, who also addressed the eG8 summit, straight into the ring with political leaders.
It’s clearly an issue for governments and the internet industry to consider. Responsibility for regulating the web has for too long seemed a question impossibly gargantuan, perhaps too hopelessly multifaceted to be properly addressed by heads of state. A more accessible dialogue on what law is needed in cyberspace might have prevented the abuse of its liberal merits by tabloid newspapers in privacy scandals such as the failure of Ryan Giggs’ gagging order, whereby papers stake claim to a better representation of our rights as net-users than law courts do. As with the Space Race and contested rights to Deep Sea Oil Reserves in the antarctic before it, the internet seems to lack the clear geographical or institutional boundaries which would validate an open discussion on its regulation in national or global fora.
Interestingly, Rupert Murdoch was amongst the crowd who received Sarkozy’s assertion that governments must not allow the internet to remain unchecked. Looking at British politics (almost unavoidably through the window of a Murdoch-owned medium), it is hard to argue against any regulation of the internet. Just as parliament and the English courts are sometimes made to look irrelevant by the power of Murdoch’s media and the twitterati masses, Mark Zuckberg also presented the case for an entirely unregulated global space.
Zuckerberg said: “I’m happy to play any role they [the people] ask me to play… the internet is really a powerful force for giving people a voice.” In fact Zuckerberg openly undermined Sarkozy’s opinion througout the eG8, adding: “People tell me: ‘It’s great you played such a big role in the Arab spring, but it’s also kind of scary because you enable all this sharing and collect information on people…But it’s hard to have one without the other. You can’t isolate some things you like about the internet, and control other things you don’t.”
As 2010 draws to a close and we all (attempt to) head home (weather permitting) for a well-earned break, we would like to take this opportunity to wish a very Merry Christmas to one and all.
If you need a bit of help getting in the festive mood, check out the YouTube Xmas card we made last year:
See you in 2011!