Online branding from hybrid ads to corporate twittering, Appunti di Lingua Inglese

Scarica Online branding from hybrid ads to corporate twittering e più Appunti in PDF di Lingua Inglese solo su Docsity! ONLINE BRANDING FROM HYBRID ADS TO CORPORATE TWITTERING By Maria Cristina Paragoni 1. STUDY DESIGN: BRANDING ON TWITTER Trend in consumer culture in the incorporation of advertising into the wider framework of branding (set of promotional discourses and practices that associates a tangible or intangible good with specific values and lifestyle patterns. The use of Web 2.0. highlights how a brand’s immaterial value may be related to processes if identity construction mediated by consumption pattern. Ubiquitous branding and the monitoring of user-generated content have radically transformed advertising strategies and campaigns. By using hybrid ads, the company itself has a direct relationship with the customer and favours their active engagement. In case of large companies, they keep innovation in both content creation and discovery. Integrating social media with corporate websites, fitting social networking into the marketing mix.  This generate a overlap of informing that should be regarded as a manifestation of an emerging genre ecology of the Internet -> is employed to underline the dynamism of web-mediated genres and to promote a descriptive rather than prescriptive analytic approach. Informal  formal -> prosumers: customer attivo Twitter: micro-blogging -> tweet has a limit of 140 digits and so the limiting of texting  new languages. Tweets: can be read and shared by everyone. Twittering: discards any hierarchical structure due to the presence of a main author proposing selected topics to readers, its public timeline resembling a collective stream of consciousness. Innovating scenario: 1) The role of twitter in the evolution of online branding is more visible learning and companies are asking twitter to help them increase their business. 2) The social complies well with mobile phone usage, as the new frontier of marketing and sociability. 3) Twitter has a potential to recruit an expanding number of customers, operating in this way as a cheap marketing tool that does not require spending a large portion of the company’s budget. 4) As the leading mobile micro-blogging platform, it reveals real-time public reaction and sentiment (= free focus group).  Twitter is integrating and interacting with the entirety of persuasive appeals retraceable in advertising video clips, banner ads and blogs. 2. RESEARCH QUESTIONS AND METHODS: Web-mediated is largely under-research since it owns fast-paced technological innovation and creative violation of generic conversations. New media experts warn that social network analysis to measure advertising effectiveness is far from being an easy task. Purpose of the study: is to offer a preliminary analysis of micro-blogging and its linguistic and discursive encoding by concentrating on the emerging promotional genres of corporate tweets on company websites. Example: Coca-Cola Company 1886 – Atlanta Its website stands out as a breath-taking archive of post-modern, multi-purpose marketing for its wealth of brilliantly-crafter branding research. The Coca-Cola universe has a heritage and a corporate blog. The website skilfully mixes presentation, information, entertainment and educational designs. It contains different genres employed for their persuasive appeal. Twitter account: they analysed a sample of over 700 tweets in English understanding that: The multidisciplinary methodological framework espouses combines contributions form studies on computer-mediates communication, ICT and online advertising with those of Genre Analysis. The main asset of this multifaceted approach lies in the meaningful connections it establishes between text typologies and society, by showing how the transformation of genre functions and of discursive and rhetorical strategies originates for much wider social processes. The rapid evolution of online advertising does not erase antecedent genres in favour of recent ones. Rather, the perceivable phenomenon is that of accretion. This discursive and semiotic colonization of the symbolic system explains why the ambitious “open happiness” philosophy, extolled in the Coca-Cola Company’s recent advertising campaign, resonates down to the tiniest corporate tweets as well. 3. DATA ANALYSIS: Boyd and Ellison: social network sites are web-based services that allow individuals to construct a public or semi-public profile within a bounded system, articulate a list of other users with whom they share a connection, and view and traverse theirs list of connections and those made by others within the system. Tweets are based on an easily recognizable template according to their main function. Three categories:  Status updates: This is in a sense the primary Twitter function, a one-to-many message that answers the fundamental question: “What’s happening?”. In branding: the communicative purposes of engaging customers by sharing promotional information about the company as a form of branding. They are quite effective at braking corporate news to which followers can react in real time. Other perceivable features typical of conversational digital genres are: relaxed syntax and punctuation, use of paralinguistic expressions, onomatopoeia, emoticons, and playful tropes. The choice of the digital genre is in line with the feeling of immediacy and the pre-eminence of the present moment which are typical of Twitter. The current topics of the updates construct the company as a truly global are: - Company development - Sustainability and green living - Sponsorship - Health  Reply: to another tweet whose communicative purposes involve maintaining contact with individual customers while promoting the brand with the entire online community of followers. They differ from updates, as their aim is to provide a one-to-one response in what is normally a minimal turn-taking situation, in which dyadic exchange often stop after a first reply.