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Persuasion in Digital Contexts

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by

Prue Greene

on 15 November 2016

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Transcript of Persuasion in Digital Contexts

Participatory Culture
Spectatorial Culture
Viewing, reading: consuming
Taking the media into their own hands
Sharing one's creations with others
Believing that their contributions matter
Social connection with one another
Transmedia stories and productions/producers
Collective intelligence
Distributed cognition
Convergence culture
Web 1.0
Web 2.0
Traditional vehicles for persuasion
television
print-magazines
newspapers
billboards
radio
film
Traditional composers
advertisers
marketers
easily identfiable
static-once produced it stays the same
one-way communication
results calculated in sales or surveys
Corporate
eCommerce
Social media
Video/image sharing
Search engine
Media
News
Wikis
inform, persuade and promote
communicate, entertain and persuade
search, navigate and promote
to sell
inform and promote
inform and persuade
entertain, teach and persuade
inform and promote
Entertainment
Communication
Participant
Consumer
Indirect
Direct
how will you involve people in your story/product?
how will you sustain this involvement?
Henry Jenkins
New vehicles for persuasion
the website
Persuasive website design
personalised allowing mulitple entry points and pathways, mashable
incentivised with gifts and quizzes
transmedia linked to social media
Personalisation - mashable and hybrid
"Finding people who can write to sell products and ideas in the online space is another story...they are able to see the invisible marketing fabric that hold the whole product/service/brand together. They can write for the mindset of the target. They get it."
Reading paths
Users scan rather than read websites
they usually only read the first two words of headings.
Writing for the web must be
brief and to the point because
users are likely to be on a specific
mission.
Web users want actionable content
Narrative vs Actionable content
Instead of a predefined narrative websites must support the users personal story.
Instead of an author-driven narrative, Web content becomes a user-driven narrative.
Persuasive email (not)
Why isn't this email effective?
too much personal detail from somebody you don't know
too much emotive language
too much information
text format instead of HTML
no logos or signs of authority/legitimacy
language is awkward with spelling, punctuation and grammatical errors
marketing techniques that use pre-existing social networks to produce increases in brand awareness or product sales
self-replicating viral processes (like computer viruses)
word-of-mouth enhanced by social networking
Viral marketing campaigns
Persuasive tweets
From this
Announcing a movie called MOTTO staring Joe Bloggs and Jane Doe, directed by Harry Down is premiering soon in Sydney http://mottothemovie.com
To this
World premiere MOTTO: Sydney July 3 http://mottothemovie.com
Unit of work
How to make a film trailer
Scaffold for analysing a film trailer
2 pre-made film trailers
Scaffolds for composing persuasive emails and blogs
Annotated websites
Persuasive language glossary
Print narrative calls for well crafted, complete sentences. Online, less so.
Fragments often let you pull information-carrying keywords to the front - web users read only 18% of added verbage.
Keywords help with browser optimisation
http://mashable.com/2010/10/19/viral-video-science/?utm_source=feedburner&utm_medium=email&utm_campaign=Feed%3A+Mashable+%28Mashable%29&safe=on
http://thinkquarterly.co.uk/01-data/fully-viral/
http://thinkquarterly.co.uk/01-data/fully-viral/
Full transcript