Digital Communication and Digitalization Past Paper PDF

lOMoARcPSD|45712175 Digital communication and digitalization Kommunikasjon og digitalisering (Handelshøyskolen BI) Skann for å åpne på Studocu Studocu er ikke sponset eller støttet av noen universitet eller høyskole Lastet ned av BI PROJECT (biproje...

lOMoARcPSD|45712175 Digital communication and digitalization Kommunikasjon og digitalisering (Handelshøyskolen BI) Skann for å åpne på Studocu Studocu er ikke sponset eller støttet av noen universitet eller høyskole Lastet ned av BI PROJECT ([email protected])  lOMoARcPSD|45712175 Digital communication and digitalization Session 1 Introduction to social media Learning goals of session 1: 1. Understand the focus and structure of “del 2” 2. Understand how social media change more traditional dynamics of professional communication in journalism, PR, and marketing & advertising. 3. Reflect the role of trust, influence, and engagement in social media. Social media and (false) information - “fake news” - Power of retweeting (speed and reach) - Enabling collective action - “Mob justice” - New dynamics of influence and trust - Accountability: user or platform The traditional communication space New challenges and questions… - How does information move and spread? (from “one to many” through echo chambers, through microtargeting) - How does “influence” play out? (from a mass media-centered two-step flow to a decentralized space) - What are related ethical issues? (data, privacy, etc.) New concepts and theories… - User as individual (private) producers and consumers of information (identity, networked individuals) - Platform (shapes dynamics for content/stories, algorithms) - Community dynamics shape information flows - Particular users acquire power (gatekeeping and influence) Journalism – key elements - Search for truth - Loyalty to citizens (´enlightenment´) - Verification of information - Independent reporting - Monitoring of power Journalism – major shifts - Traditional gate keepers (based on news values and hierarchical relationships) - Reporting based on established professional codes of conduct - Quality journalism challenged as prime source of trusted information - Journalism now “gears toward” SoMe: guidelines for journalists, visual/3D/augmented etc. storytelling, journalists with personal brands/blogs Lastet ned av BI PROJECT ([email protected])  lOMoARcPSD|45712175 - Available technology (apps) predict news consumption Blogsosphere - Blurring opinion and commentary - Mixing independent journalists, private citizens, and payed corporate storytellers - Growth of citizen journalism Public relations – major shifts - “spin”  mutually beneficial relationships - Shifting set of rules and dynamics (traditional media to social media) - Concepts of trust, influence, and engagement help understand power of social media Public relations – trust - Need for trustworthy information (expertise, knowledge, credibility) - Trust now less mediated by large (trusted) media agents  companies as objects of trust? - Importance of cues and context Public relations – influence - Reachinfluence? - Thought leadership - Analytics and targeting Public relations – engagement - A collective experience with an organization or brand (beliefs and experiences) - Engagement =/ reactions (reactions help, but they are not the “real deal”, only rough proxies of engagement Marketing & advertising – major shifts - Exact tracking (click-thorugh-rates, measurement accountability) - From pricing based on estimated audience size to pricing based on clicks (CPC – cost per click) - eWOM, fans, “brand ambassadors” (new earned media) (eWOm – electronic word of mouth) Marketing & advertising listens and engages on social media in five key areas 1. customer service 2. reputation management 3. crowdsourcing loyalty 4. collaboration 5. recruitment Session 2 Key social media concepts and theories Learning goals of session 2: Lastet ned av BI PROJECT ([email protected])  lOMoARcPSD|45712175 1. Know key social media concepts, such as (online) identity, influence, interaction or community. 2. Know key definition and features of social networking sites (SNS) 3. Reflect key dynamics and structures of different SNS for connecting users, distributing information, and engaging. 4. Be able to apply key concepts, such as the uses and gratifications approach, the spiral of silence or memes. Basics of social networking sites Identity – online identity - CMC (computer mediated communication) presents new ways for identity formation, presentation, distribution. - Identity merges form ongoing interactions with others. - Through identity and interaction emerge (online) communities. - Online communities and user profiles emerged in the 1990s. - Is the “core” Identity – common functions - Sharing - Tagging - Liking - Recommendations/rating Increased flexibility and fluidity through mobile use and apps (e.g. Instagram, Snapchat etc.) SNS (social networking sites): - Extend interpersonal and face-to-face networks into online spaces through creation of a personal profile and development of connection lists on a platform that offers the capabilities to view the activities of others and interact. - Are web-based services that allow individuals to (1) construct a public or semipublic profile within a bounded system, (2) articulate a list of other users with whom they share a connection, and (3) view and traverse their list of connections and those made by others within the system. SNS connections: - Existing (offline) connections - Mutual associations of extant connections - New connections  “meeting strangers” (e.g. based on geography, private/professional interests, etc.) Common SNS characteristics - Profile - Relationships - Displays of connection - Self-presentation Lastet ned av BI PROJECT ([email protected])  lOMoARcPSD|45712175 - Varying degrees of privacy SNS – platform space and design - (cyber) cultural context - Media richness - Interactivity design (fluidity, speed, visuals, formats etc.) - Potential ambiguity (how concrete in terms of self-diclosure, demographics psychographic descriptions) The seven deadly sins example 1. Laziness – netflix 2. Guiltinity – foodora 3. Envy – Instagram 4. Anger – X/twitter 5. Greed – amazon 6. Lust – tinder 7. Pride – linkedin Influence & virtual networks - Influence plays out in leader-follower relationships. - Influence is bolstered when it stimulates a virtual community o This idea that you actually have a relationship with the other person - Virtual networks are sustained by (people connect by): o Clear purpose o Clear membership role o Moderator o Online/offline events Interaction - Interaction is guided by institutions, structures, norms - Independence vs. regulation of cyberspace - Possibility of social and individual experimentation - Being someone else than you are in the real world How different platforms are designed - Twitter/x o Text based o Favours discuccion because of the design of the platform o Debates - Youtube o Longer videoes - Tiktok o More entertainment based than youtube o Shorter videoes - Instagram o Photo based Lastet ned av BI PROJECT ([email protected])  lOMoARcPSD|45712175 o Friends and family - Facebook o Groups (messenger) o Text based o Family Community - SoMe communication platforms are symbolic environments and construct shared meaning (structure, content) - Sharing and disclosure key to individual relationships (also uniqueness and interdependence) - SoMe emphasize sharing over disclosure. o Real relationships build on disclosure, something that SoMe does not emphasize.  Disclosure is more personal than sharing information, disclosure may be your fears etc. - Strong relationships build on disclosure. Four useful concepts to understand. - How are social media adopted over time? o (diffusion of new ideas) - How do users choose between different social media? o Used and gratifications theory - How are social media used for sharing o Spiral of silence o Memes 1 Diffusion of new ideas - A bell curve that describes new technology over time - Shows us where the users of the social media platforms are o Innovators/early adopters: experimentation face and “trending” face o Early and late majority: mass appeal o Laggards: late-commers or resistance - For example X did not have the retweet option in the start o Innovation  retweet function made 2 uses and gratifications in social media Lastet ned av BI PROJECT ([email protected])  lOMoARcPSD|45712175 - How do audiences come to select their preferred media? - What do audiences do with media? - - An audience that makes media choices based on needs 3 spiral of silence - Understand “sharing behaviour” - Anonymity fear of isolation - Happens on SNS aswell! - Posters vs. lurkers - Seemingly “non active” users can be very engaged ( offline?) - All the politicians will look at public opinion when they look at what they have to do to win the publics votes. - Opinions need to be voiced – what makes people want to share? - Fear of being isolated – mainstream/majority affects if people speak up or not. It is easier to speak your mind if the majority agrees with you, and opposite if you have different opinions than the majority. - The downward spiral of silence is not just an offline phenomenon, its an online phenomenon aswell. - 4 understanding memes - Memes are: o “abstract beliefs” Lastet ned av BI PROJECT ([email protected])  lOMoARcPSD|45712175 o Spread in original form, but often spawn as user-created derivatives  Imitating o Evolution: compete for attention through imitation and iteration  Cultural information that passes along from person to person, yet gradually scales into a shared social phenomenon.  Reproduce by means of imitation.  Keep interest/attention through competition and selection. o Term “meme” invented by British evolutionary biologist Richard Dawkins  Wrote “The God Delusion”, and “The selfish Gene”  That’s when the concept of meme was invented Session 3 Social media in journalism Learning goals of session 3 1. Understand the traditional role and function of journalism. 2. Understand “social media pressure” on traditional journalism and how journalism has responded and changed as a result. 3. Evaluate established definitions, concepts, theories of journalism against the “new realities”, such as citizen journalism, crowdsourcing, and micro-blogging. 4. Understand key implications of a current trend towards “engaged journalism”. Social media in journalism “Journalism is meant to give people a true sense of their world, so they can participate and have a voice in how their world is structured.” (Arianna Huffington, 2013) “Journalism is what happens when someone tells a compelling story. Period.” (Alexander Jutkowittz, 2013) Journalism & democratic needs - Investigate - Analyze, interpret, explain. - Create public conversation. - Generate social empathy - Encourage accountability -  public opinion formation Key pressures - SoMe and “news sharing” transforms news culture (paired with media convergence) - Changing roles in journalism (formats, platforms, level of engagement) - Danger of fragmentation and polarization of audiences - SoMe put new social pressure on journalism (trust, harassment) - SoMe put new financial pressure on journalism. - Governments and business can now bypass journalists to engage directly with audience. - Undermanned and unprepared to uncover stories and “dig deep”. Lastet ned av BI PROJECT ([email protected])  lOMoARcPSD|45712175 Key responses - Waves of layoffs - Replacements (esp. programmers and SoMe specialists) - “write for corporate” (native content, content marketing, e.g. contently) - Journalists engage online. - SEO - New formats to help monetize content (video/pre-roll adds, paywalls, “freemium”) - Analytics to source and gather insights from audiences. -  news media, more than ever, are listening to what audiences are talking about. What happens to the old hierarchy of news? - From top-down to more horizontal interactions - Towards “Information democratization”? - Agenda-setting power of traditional news media weakened. - Towards more complex interacting agenda networks. Citizen journalism - “took off” through UGC (user generated content) - From one-way mass communication to “participatory journalism” - Journalism moves towards interaction with audience. - Challenge: UGC as “trusted source”? Crowdsourcing - Towards “open-source journalism” - Andy Carvin develops high pace “live tweeting” to engage with potential sources (confirm/debunk information) - Advantages: breaking news - Disadvantages: contextual sensitivity, polarization, etc. “Social media has the word “soaical” in front of it for a reason because you have human beings interacting with each other… everything from talking about the news to sharing their latest cat videoes, and I think all of it is valid and all of it is important.” (Andy Carvin, 2011) Micro-blogging - Journalists engage with audience directly. - “click bait”/sensationalism to cut through the noise? (outside the “mainstream platform”) - Inter-related levels of trust. Lessons of engaged journalism - Interactive, collaborative, experiential - Ideal of objectivity - New reputational issues - What is the role of journalism in engaging (giving up editorial control)? Lastet ned av BI PROJECT ([email protected])  lOMoARcPSD|45712175 - Reporting, producing, and distributing becomes conversational - Reporter, source, audience? Session 4 Social media in public relations Learning goals of session 4 1. Know major trends and transformations of PR in times of social media 2. Understand the business value of PR 3. Know key concepts, theories, and tactics in “social media PR” 4. Discover key concepts in CSR and social media use. 5. Apply key learnings from the four learning goals above to a PR campaign case. Overview 1. Trends and transformation 2. From buzz to business 3. Key theories and concepts 4. Corporate social responsibility Trends and transformation - Indirect/mediated reach  direct (individualized) reach - Gatekeepers  multiple voices/channels (lower threshold/higher amount clutter, “polyphony”) - Beat reporter  Brand ambassador - Sequential  real-time - News dynamic  algorithms and data (listening/platforms) - Blending (“convergence”) of related fields (PR, marketing, internal/organizational communication) “We try to amass followers and likes as if it’s a “thing”. We try to get views because that’s how we justify and substantiate our work. But why? What´s it all for? What does it mean? What does it matter?” – Brian Solis, 2013 From buzz to business - Not just attention/publicity - Not just engagement for engagement’s sake - But: changing (business-relevant) attitudes and behaviors o Reputation o Relationships and loyalty o Legitimacy (license to operate) o Trust o Reduce costs. The PR management process Lastet ned av BI PROJECT ([email protected])  lOMoARcPSD|45712175 “Public relations will be valued anywhere and in any situation where public support is key to an organization´s success”  how to change (business-relevant) attitudes and behaviors in the new/social media environment? A broadening media environment Publishers & platforms Key theories and concepts “PR beginnings” Lastet ned av BI PROJECT ([email protected])  lOMoARcPSD|45712175 - Publicity tours, road shows - “do good, tell other people about it”  get others´ to talk about it. Grunig´s 4 models of public relations 1. Press agent/publicity Categorized as one-way communication. Uses persuasion, half-truths, and manipulation to influence audiences to behave as the organization desires. Does not use formal research to guide communication tactics. 2. Public information model Categorized as one-way communication. Uses press releases and other one-way communication techniques to distribute organizational information. The public relations practitioner is referred to as the in-house journalist. Does not use formal research to guide communication tactics. 3. Two-way asymmetrical model Categorized as two-way communication. Referred to as “scientific persuasion”. Uses persuasion to influence audiences to behave as the organization desires. Conducts formal research and incorporates audience feedback in communication tactics. 4. Two-way symmetrical model Categorizes as two-way communication. Uses communication to negotiate with the public. Seeks to resolve conflict and promote mutual benefits, understanding and respect between the organization and key publics/stakeholders. Conducts formal research and incorporates audiences feedback in communication tactics. Open and honest communication is important. Social capital - Trust - Shared norms and values - Shared resources and knowledge - Reciprocity - Resilience - Coordination  common goals - “Public relations will be valued anywhere and in any situation where public support is key to an organization´s success.” Social media tactics - SEO (getting on top of the clutter) - Leveraging polyphony (“many voices”) - Creating “buzz” and sustaining it through “storytelling” o Organic content (conversation-specific) o Native strategies (platform-specific) - Newsrooms Corporate social responsibility Lastet ned av BI PROJECT ([email protected])  lOMoARcPSD|45712175 “The business of business is not just business” The triple bottom line CSR and Social Media - Amplified and accelerated consumer voice (e.g. online reviews) - CSR  brand loyalty (consumer trust) - CSR  reputation - CSR  brand differentiation Session 5 Social media in advertising and marketing Learning goals of session 5: 1. Know major trends and transformations of A&M in times of social media. 2. Understand the key implications of “going native” in A&M. 3. Know seminal A&M concepts, and how they relate to transformations due to social media. 4. Discover key trends such as “promotional relationships” and A&M metrics. What is good marketing online? “Online, advertising becomes more about conversations, connections, and shared control and less about passive consumption of packaged content.” – Tuten 2008 Trends & Transformations Major shifts - Highly measurable: exact tracking e.g. through click-through-rates (measurement accountability) - From pricing based on estimated audience size to pricing based on clicks. Lastet ned av BI PROJECT ([email protected])  lOMoARcPSD|45712175 - “conversions” happen through a conversation process. - eWOM, fans, “brand ambassadors” (new earned media, relationships) Foundations of the importance of SoMe for A&M 1. Customer care 2. Risk management 3. Content maximization 4. Analytics “Native advertising … wearing the uniform of journalism, mimicking the storytelling aesthetic of the host site” – Carr 2013 Reactions: when you know that someone is trying to sell you something, you react differently than when you don’t know. Native advertising tries to hide this, for example on host sides such as online papers. The more sponsored content you see, the very site would lose their ability to sell the content. The trustworthy content becomes less believable. - Blending paid with editorial content - Financial pressure on journalism  native advertising as a new form a revenue - Separation/disclosure  devaluation of the branded content - What happens to credibility of journalistic media? - The effectiveness of sponsored content hinges on the ability to blend in with regular content. - It devalues the sponsored content it if it is obvious that it is sponsored content. Basic marketing approach (4Ps) - Product - Price - Place - Promotion New approaches - 4ps  “SAVE” Towards “save” - Product  solutions - Price  access - Place  value - Promotion  education 4Ps – 6Ps: - People (focus on consumer needs) - Process (effiency through data/analytics) Lastet ned av BI PROJECT ([email protected])  lOMoARcPSD|45712175 The “youthility” shift from traditional marketing ideas to “smart marketing”: - Top of mind awareness o Happens when we are traveling, stores that sells suitcases after you’ve checked in your luggage. - Frame-of-mind awareness o Publishing/creating content, being there when the customer has money to spend. o Delivering a content/campaign to inform you when you are actually buying products. - Friend-of-mind awareness o The most powerful awareness to have. o Being a useful partner, someone who offers more than just being interested in stealing your money. Consumer psychology - From leads/conversations to consumer-driven marketing. - Finding, learning, validating, using, buying, advocacy - eWOM  personal influence, (diffusion and adoption based on credibility, influence, trust etc.) Brands and branding - brand  reputation - strong, distincive, memorable - purpose! - Powerful emotional connections  to create a “bond” “Promotional relationships” and outstanding content in integrated marketing communication” Types of “brand-cenctric” content based on “promotional relationships” between consumers and brands - Consumer generated media o All the content that you create that is brand relevant, you posting something about your education at BI, not being paid. Not being asked. o Anything you do that is brand relevant but not being paid. - Consumer- solicited media. o Asking someone to create content for your brand, not being paid. - Incentivized consumer generated media o Nudging users, creating a reward, giveaway/making a campaign that has a reward. - Consumer-fortified media o You captivate people to create content with a campaign. o You create a campaign to engage consumers, being trusted enough that people and create marketing content. - Compensated consumer-generated media o This is content that you pay for o Going to an influencer/blogger and pay them to advertise for you Lastet ned av BI PROJECT ([email protected])  lOMoARcPSD|45712175 “Outstanding content” in integrated marketing communication (IMC): 1. Native 2. “go with SoME flow” a. Trying to blend in 3. Make no demands a. Easy to perceive b. Not taking you a lot of effort to understand what it is, why it is there 4. Leveraging pop culture a. Not necessarily what are people talking about, but what is a country/city/group/culture is talking about b. Is something popular, trends c. Easier to grab your attention i. Video example: game of thrones ad 5. Include “micro nuggets” a. If you want to deliver more than simply the marketing content b. Funny or informative etc. c. What extra nuggets is your content providing 6. Consistent and self-aware¨ a. Purpose b. Consumers are becoming increasingly aware of if an organization is useful or not c. You want to see an organization being consistant. d. Being self-aware – if you speak out you need to make sure it reflects how your brand wants to come across. Social media “ROI” (return on investment) - Leads  conversions  sales - “new metrics” - Role of “vanity metrics” - Return on relationships Session 6 Social media metrics and analytics Learning goals of session 6: 1. Know basic standards for the goodness of (research) measures and metrics. 2. Understand the basic value of different social media metrics (e.g. “see” vs “do” metrics) 3. Know the components of analytics tools such as “Facebook Insights” or “Google Analytics” and “Social Network Analysis”. 4. Reflect on the importance of standards and principles for measurement. Metrics and analytics Lastet ned av BI PROJECT ([email protected])  lOMoARcPSD|45712175 “SoMe monitoring is about listening to what your audience is saying about you. It is about analyzing the data and finally, it is about creating insights that will improve your SoMe strategy or even your overall marketing strategy” – Mytton, 2016 Social media measures - Impressions, popularity, media mentions, followers, reach, likes, shares, sentiment, conversions… - SoMe ROI  COI (opportunity cost - Return on relationships? -  Need pre-defined goals and objectives to evaluate. Promotional relationships - Consumer-generated media - Consumer-solicited media - Incentivized consumer generated media - Consumer-fortified media - Compensated consumer-generated media Barcelona principles and smart goals Principle 1: the importance of goal setting - Structure for prioritization - Reduce disruption. - Focus resources to drive performance - Determine if activities meet expectations - Link communication objectives with (macro) strategy (think alignment!) - SMART goals Principle 2: measuring communication outcomes is recommended versus only measuring outputs. - Your outputs, such as clipping and (social) media resonance, are only half the way - More insights required: o Understanding  did (the right people) get the message? o Perceptions  did the people “buy into” your message o Attitude change  did your affect peoples knowledge or affects? o Behavioral change  recommendation intention? Loyalty? … etc. Principle 3: The effect on organizational performance (impact) should be measured where possible - Not just: “did you reach your communication goals?”, but: “did these goals drive organizational performance?” Principle 4: Measurement and Evaluation require both qualitative and quantitative methods Lastet ned av BI PROJECT ([email protected])  lOMoARcPSD|45712175 - Media measurement should not stop at quantity (how many articles, how many impressions etc.) - Quantity does not tell the whole story - Try and tap into the QUALITY, for example: o Tonality o Credibility and relevance o Spokesperson or 3rd party voice Principle 5: AVEs are not the value of communication - Advertising value equivalents (what “earned media” is worth compared to “paid media”) tend only to focus on SIZE of coverage - But: sometimes short quotes can have more “punch” than lengthy articles - AVE = AC (cost) E / cost is not value! - Focus on principle 4: quality Principle 6: Social media can and should be measured consistently with other media channels - Just as for other media: o Organizations need clearly defined goals and outcomes for social media o Evaluating quantity and quality is critical Principle 7: measurement and evaluation should be transparent, consistent, and valid - Ensure integrity, honesty, openness and ethical practices - Transparency: use valid and reliable methods o Validity o Quantitative = reliable and replicable o Qualitative = trustworthy - Context: recognize any potential biasing effects o In the research itself o Broader societal context (confounding variables) Disentangling SoMe metrics - See o E.g. total page likes, followers, impressions etc. - Say o E.g. content likes and shares, retweets etc. - Feel o E.g. qualitative comments, sentiment analysis - Do o E.g. sales conversions, memberships, donations, etc. Google analytics - Sources, context, and details of web traffic - SEO (keywords, linkages, etc.) - Search words, visits, content views, time spent, bounce rate Lastet ned av BI PROJECT ([email protected])  lOMoARcPSD|45712175 - Sentiment (negative, neutral, positive) Facebook insights - Week-to-week comparisons - Total page likes, new likes, reach, engagement - Use to refine content (“drill down”) - Long-term tracking via excel spread sheets Twitter (X) analytics - Followers, likes, retweets, replies - Following to follower ratio (measure of “celebrity”) - Exploring social networks - Problem of “bots” (not just Twitter, though) Social network analysis - Explore online behavior. - Detection of communities - “sociogram”: nodes/agents & ties - Centrality (reach others), prestige (being sought out by others) Visual patterns of crowds on Twitter 1. Polarized crowd 2. Tight crowd 3. Brand clusters 4. Community clusters 5. Broadcast 6. Support network Lastet ned av BI PROJECT ([email protected])