What’s  Social  Communica%on?  

a  theore%cal  frame  

Social  Communica%on  is  

a communication which promotes

for the collective’s sake

a piece of information partially controversial

about topics of shared interest

Unbiased

not one single point of view

but the point of

view of the entire collectivity

Social  Communica%on  is  

a communication which promotes

for the collective’s sake

a piece of information partially controversial

about topics of shared interest

?

     Because    

there  are  few  topics  that    don’t  show  any  divergent    

point  of  view  

 Topics  &  Values  

It can occur that social communication faces some controversial topics (even partially), which underlie some values, that are socially accepted and widespread.

SOCIAL COMMUNICATION

>> to promote a social-shared value

Public or private source

ADVOCACY

>> to plead for something from a biased point of view

Only private source

vs

ADVOCACY

i.e. vegetarian

against

meat-eaters

SOCIAL COMMUNICATION

a. Properly social communication

b. Public utility communication

c. Social responsability communication

a.  PROPERLY SOCIAL COMMUNICATION

>> shared and common values

>> both private and public sources

PROPERLY SOCIAL COMMUNICATION

Public source

against car accidents

PROPERLY SOCIAL COMMUNICATION

Public source

against

child abuse

b. PUBLIC SERVICE COMMUNICATION

>> info about public utilities

>> both private and public sources

Public utilities must be well-designed and delivered

but also

well-communicated and promoted

The citizen has an increasing demanding attitude towards the public utilities

(such as: welfare, public transportation,…)

 To communicate is a need of all the players that

offer public utilities, in order to satisfy the

information need of the users/citizens.

PUBLIC UTILITIES COMMUNICATION

fonte pubblica

c. SOCIAL RESPONSABILITY COMMUNICATION

>> private interests in behalf of the whole society

>> private sources

SOCIAL RESPONSABILITY COMMUNICATION

GOLIA BIANCA

HEINEKEN

When we talk about sources…

>> public sources 1. Governement, Local Governement, City, …

>> private sources 2. ONG, Non-profit organizations

3. Private corporates

To sum up…

  UNBIASED AND SHARED INTEREST

  3 KIND OF SOCIAL COMMUNICATION

  3 KIND OF SOURCES (public or private)

The aims and the relationship among

  sender (who’s talking)

  receiver (who’s listening)

  beneficiary (who’s the final addressee of the social-action)

There is a further tripartition, according

SOCIAL COMMUNICATION

a. Social call

b. “Making aware” communication

c. Edu-communication

a. SOCIAL CALL

beneficiary

sender

receiver

fund-raising – importance of the source reliability

Social Call

Fund Raising for the Cancer research

b. “MAKING AWARE” COMMUNICATION

beneficiary

sender

receiver

direct involvement

“making aware” communication

c. EDU-COMMUNICATION

sender

direct call – positive behaviours

beneficiary receiver

Edu-communication

Let’s make a try… Look at the following adv and select the right answer among:

o  Social call

o  “Making aware” communication

o  “Edu-communication

?

What  is  a  communica%on  mix?  

Communica6on  &  Adver6sing  

 in  many  people’s  mind  communica%on  is  synonimous  of  adver%sing  

but  

Adver6sing  and  communica6on    

do  not  mean  the  same  thing  

Adver6sing   is   just   one   of   the   possibile   expressions   of  

communica6on  

with   the   term  Communica%on  we   intend   every   single   ac%on  

aimed  to  promote  something  to  somebody  

Communica6on  &  Adver6sing  

catalogues

leaflet

web-site

newsletter videoclip

Visual Communication

There are different kind of visual communication tools

commercial print ads

posters

The advertising agency usually distinguish among

ABOVE THE LINE e BELOW THE LINE

It’s  all  visual  communica6on  

Printed material

catalogues

leaflet

web-site

newsletter videoclip

VISUAL COMMUNICATION

commercial print ads

posters

printed material

ABOVE THE LINE

BELOW THE LINE

It’s  all  visual  communica6on  

Above  the  Line  (ATL)  Below  the  Line  (BTL)  

They  come  from  the  journalis%c  slang.  They  point  at  the  higher  or  lower  visibility  of  paper  news,  according  to  their  posi%on  in  the  page:  

>>  Above  the  line:  the  superior  part  of  the  newspaper,  the  one  you  can  see  at  the  newspaper  stand,  even  when  it’s  folded;  >>  Below  the  line,  the  part  under  the  folded  line.  

ATL  &  BTL  

Above  the  line  is  the  tradi%onal  non-­‐direct  advertsing  of  print,  Tv  and  Radio  

Commercial,  printed  ads,  posters  

(tradi'onal  media  –  mainstream)  

Above  the  line  

Below  the  line  is  adver%sing  that  uses    non-­‐mainstream  media  as  a  support  

Catalogues,  direct  mail,  liVle  posters,  brochures,  leaflets,  newsleVers,…  

(more  direct,  more  focused  on  target,  lower  cost)  

Below  the  line  

  To   tradi%onal  media   (such   as   tv)   and   non-­‐mainstream   support  (i.e.  brochure),  came  out  the  world  of  new  media    

  Nowadays,  the  trend  is  to  shiZ  from  tradi%onal  and  generalis%c  media  to  more  focused  and  individual  media  

  Among  these,  the  internet  is  the  most  effec%ve  and  immediate  

The  internet  

It’s  like  a  TOOLBOX  Every  tool  is  useful,  But  you  don’t  need  to  use  them  all  

Built  up  your  best  mix  According  to  your  goals    and  target  

Serve  yourself  

Visual  communica%on  tools  vary  in  terms  of  costs,  and  of  target  coverage.  

Tools  specifics  

Tv  commercial  

Printed  ads  

Standard  outdoor  posters  sizes  (sta%c  or  scrolling/changing  posters)  >>  70x100  cm  >>  100  x  140  cm  >>  140  x  200  cm    

maxi  size  6x3m    or  bigger  (giant/supersite  posters)  

Transport  posters  (bus/train  shelter  ads,  exterior  bus-­‐side  ads,    

Posters  

Catalogues  

A web banner is a form of adv on the web that entails embedding an advertisement into a web page.

It is intended to attract traffic to a website by linking to the website of the advertiser.

The advertisement is constructed from an image often employing animation, sound, or video to maximize presence. Images are usually either wide and short, or tall and narrow.

Web  adver6sing  

Web  2.0  Web  1.0  

Web  2.0  

Alterna%ve  marke%ng  promotes  cuPng-­‐edge  and  out  of  the  box  tools,  to  take  distance  from  the  classic  communica%on  media,  that  are  weak  in  their  effec%veness  

Alterna6ve  marke6ng  

3d street art by Edgar Muller for Austria Brand

Last but not least:

the visual identity

Dis6nc6ve  and  clear  iden6ty  is  fundamental  in  promo%on/communica%on  

Key  elements  of  an  iden%ty  are  

   Logotype     ins%tu%onal  colours  

Together  with  some  recurrent  graphic  elements  such  as  leSering,  frames,…  

Visual  iden6ty  

Logo  

Logo