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
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