1. Innovation & Design in the Cultural Industries
Lecture 6
Innovation and Technology: creative communication

2. Lecture Overview

3. A Changing Society?
According to Brown (2009) we are in the midst of a communications upheaval more significant then the introduction of the printing press
Previously believed what we were told
The end of deference?
We no longer implicitly trust what we are told

4. Web 2.0 – The Internet Revolution
Web 2.0 is a version of the world wide web that is open to ordinary users
Transfer of control
Democratisation of the internet
Symbiotic relationship?

5. Implications for Business
New technologies have major implications for the ways in which brands communicate
Considerable advantages but greater complexity
Can engage more actively with stakeholders
Emergence of organisations that have a much more democratic and inclusive culture
However, we cannot control the conversations about our brands like we used to

6. The Social Media Blogs Twitter Wikis
Usually maintained by an individual
Bloggers as the new journalists?
How do we engage with them?
Twitter
Short, regular updates
Wikis
Anyone who accesses can add or edit content
Wikipedia is the best known example of this
Consequences for organisations

7. The Social Media cont… RSS Facebook Really Simple Syndication
News ticker or list of headlines
Facebook
Are you able to give something of value to your audience?
Very suitable for the cultural industries
We can combine different forms of social media via tools such as TweetDeck

8. Creating a Message
According to Drewniany & Jewler (2008) great advertising is inspired by insights about brands, consumers and how the two interact
Creative ads need to make a relevant connection between a brand and its target audience
They must present a selling idea
They can be unexpected

9. Top Tips for Developing the Message
Know the difference between puffery and deception
If you make a claim be prepared to substantiate it
Don’t copy creative ideas from other campaigns
Don’t copy other people’s likeness
Respect other companies trademarks