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RMIT UniversitySchool of Creative Media
Master of Arts (Virtual Communication)
Research Paper
Brand engagement through participatory media
by: Helen Mitchell
Commencement Date of Research Project
: 26 July 2006
Submission Date of Research Project
: 3 November 2006
Abstract:
Participatory media are primarily ‘many to many’ communications, through which people can contributeto and receive information or entertainment over the web. They are characterised by the activecontribution of the people who use them, creating content, conversation and relationship.This research paper examines the influence that participatory media such as blogs, online social networksand virtual worlds can have on the effectiveness of an organisation’s branding strategies. It considers thehistory and suitability of the web for participation and the relevance of participatory media for branding,particularly in a highly competitive and media-fragmented environment. It explores the shifts inconsumer behaviour, technology and the growth of online communities that are driving the changes to a ‘participatory culture’. Of particular importance is the rise in availability of do-it-yourself media tools,social software and internet connectivity, which give anyone the ability to create content and publish itover the web.Through literature review, examples and evaluation of current practices, the research explores theadvantages and risks that participatory media create for brand engagement. The risks present because of the nature of participatory environment – the audience can have control over the content and distributionof brand communication. An organisation can mitigate these risks through understanding the principlesand behaviours underpinning participatory media.This research shows that through using participatory media, opportunities can be created to engage andbuild relationships and a deeper connection with an organisation’s brand. The analysis culminates in aset of starting points to guide an organisation in formulating participatory media strategies to developpositive relationships with consumers, therefore contributing to engagement with the brand.
Knowledge Network Individual Project Research paper by Helen MitchellMaster of Arts (Virtual Communication) November 2006 Page i
Table of Contents
Introduction............................................................................................................................1
Scope and outputs of the research...........................................................................................1
The web as an environment for participation.............................................................................3
The relevance of participatory media for branding......................................................................4
The rise of participatory media...............................................................................................5
What is happening: Disruptive innovations and technologies........................................................5
Why it is happening: Convergence of behavioural and technological effects...................................5
How it is happening: Social software and the viral effect.............................................................8
Implications for branding: how do we engage the audience now?.................................................9
How organisations are using participatory media.................................................................11
Business blogs....................................................................................................................11
Company-created blog: Charlene Li’s blog for Forrester Research............................................11
Individual-created blog: Dell Hell - Jeff Jarvis and BuzzMachine...............................................12
Advertising and promotion through online social networks.........................................................14
Music and entertainment: Weird Al Yankovic’s ‘White and Nerdy’.............................................14
Consumer-created advertising: Chevy Tahoe and ‘The Apprentice’...........................................16
Virtual world experiences: Examples from Second Life..............................................................19
Reuters news agency........................................................................................................19
Starwood Aloft Hotel.........................................................................................................20
Starting points for creating a participation strategy.............................................................21
Research finding one: Capture the audience’s imagination with a good story................................21
Research finding two: Keep the audience at the centre of the strategy........................................23
Research finding three: Understand how to behave when involved in the conversation......................25
Conclusion............................................................................................................................26
References............................................................................................................................28
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