Selfies — Hide and Seek #SelfiesSM6

COM 600 Social Media

@ericantonia @junekkim

Definition“A photograph that one has

taken of oneself, typically one

taken with a smartphone or

webcam and upload to social

media website” (Oxford

Dictionary, 2013)

#SelfiesSM6

Current Issues

Phenomenon (recent issues)

1.11 billion users, 350m pictures post

per day.

200m users, 100M pic tagged selfies

26m users(U.S), 350m pictures

#SelfiesSM6

Trend

After Sex Selfies

Teenagers’ selfies with homeless people

Current Issues#SelfiesSM6

#SelfiesSM6

Case — Dunkin’s Donuts#SelfiesSM6

Theory

Social Presence

The sense of being with others

the feel in that one has some level of access or insight into the other’s intentional, cognitive, or affective states.

Assumption: Social media users feel more social presence with selfies than just texts

#SelfiesSM6

Social media + Selfies ——> social presence.

Seeing and Feeling others as fans of same brands want to be more involved in the event.

When Selfies Meet Brands #SelfiesSM6

Selfies Presence of Fans Feel being as DD’s Fans

@savvybostonian

Social Media Strategist

Social Media Manager at Dunkin' Brands

Jessica Gioglio#SelfiesSM6

Jessica Gioglio

“Dunkin’s Donuts featured fans showcasing their love for the DD brand.”

“A great way for the company to celebrate its passionate customers.”

the fan-of-the-week images are also on the company’s digital billboard in Times Square.

“If there’s a strong following and a passion for our brand on that channel, it’s like a party happening without us”

Case — Dunkin’s Donuts#SelfiesSM6

Nomakeup Selfies Campaign

#SelfiesSM6#nomakeupselfie

!

For Cancer Research UK

Started from an individual

2M EURO in 48 hours

Raising over $13M in 6 days

826,000 Likes on FB and 140,000 followers on Twitter

Nomakeup Selfies Campaign

#SelfiesSM6

#nomakeupselfie

TheorySocial desirability

The tendency of people to answer questions in a manner that will be viewed favorably by others.

Social Learning

a perspective that states that people ran within a social context. It is facilitated through concepts such as modeling and observational learning.

Assumption: People are more willing to share what they believe is right.

#SelfiesSM6

When Selfies Meet Social Media

Individuals have desire to make good impression on social media.

Commitments encourage users to share what they believe is right or good.

#SelfiesSM6

“Funnily enough we didn't choose the no-make up selfie campaign – it chose us!”

“It seemed to gain a real momentum of its own and move through groups of friends, which is a real testament to the power of social media.”

Cancer Research UK#SelfiesSM6

@radhikasanghani

Journalist at The Telegraph

Interested in women’s lifestyle and health

Radhika Sanghani#SelfiesSM6

“like all women-related campaigns, it has inevitably attracted widespread criticism.”

“These women who are standing up and taking bare-faced selfies for charity are doing something worthwhile that not every woman could do.”

“It may seem like a simple act to some, but exposing yourself to people’s judgements is a terrifying thing to do.”

Radhika Sanghani#SelfiesSM6

Using Selfies is a creative way to both generate and increase engagement with a company or an organization.

Suggestion

If your brand or organization has…

Strong following or passion - Release customers’ passion (Seek)

Somehow not strong - Conceal your identity (Hide)

Conclusion#SelfiesSM6

Thank You@ericantonia @junekkim

#SelfiesSM6