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Concept Experience 4 / Curate and Reflect

Thankfully after my plea for a response to my topic I got some amazing tweets. They all pointed me to different sources that could potentially be very crucial to my future research for my research question. I think that using twitter to share information and assist each other for this assignment and future assignment is a great idea.

 

Overall I was given solid feedback for my proposal. I was told that I will need to define some terms that I used when presenting my proposal such as what defines a “good” and “successful” ad.

I was also given this comment on my youtube video by Tom Woodward. I think that based off this feedback I will need to narrow down to a specific few companies that have utilized Facebook as an advertising outlet and stick to that.

How are you defining a successful ad? Are the ads really “better”? That seems to be a pretty direct data conversation. 

I’d watch statements like “*any* company that used FB” . . . Are there studies on the efficacy of FB ads? Compared to traditional media? 

If your focus is more on the idea of well designed ads on FB vs poorly designed ads that might be another path.”

Research Nugget #1

Terlep, Sharon, Suzanna Vranica, and Shayndi Raice. “GM Says Facebook Ads Don’t Pay Off.” The Wall Street Journal. Dow Jones & Company, 16 May 2012. Web. 03 July 2014.

In this article the main claim of the author is that General Motors is backing off its investment into using Facebook as a form of advertisement. He goes onto describing the logistics of the facts dealing with the the process of getting advertisements on Facebook and continues to talk about how it affects GM as a company. Each of the nuggets below that I chose play a part in describing this topic.


 

“GM spent only about $10 million last year to advertise on Facebook, according to people familiar with the matter. That is a fraction of GM’s total 2011 U.S. ad spending of $1.8 billion, according to Kantar Media. It is also a tiny share of Facebook’s total 2011 revenue of $3.7 billion, most of which was advertising sales.”

This nugget was chosen to show specific numbers on the amount of money GM puts into advertising overall as opposed to the amount that it spends on advertising with Facebook. I felt that this was important information that would supply a general idea about the wealth GM has and the amount of money they have at their disposal to spend on advertising.


 

“Many ad executives believe Facebook’s global audience of 900 million registered users makes the site too big to ignore.”

I chose this because of the large number it delivers. I think that laying out the audience that companies have access too through using Facebook as an outlet for advertising their products is great information to know when thinking about getting your products to be showcased on this particular social media sight.


 

“Facebook said in March, for example, that only 16% of a brand’s fans will see a post about the brand without paying. If the brand pays Facebook a fee per ad, Facebook will use technology to ensure that the ad is seen by 75% of those who click a company’s “like” button on its website.”

I think that this nugget of information was greatly important because it shows how Facebook is able to get companies to pay them more money in order to ensure that said companies product will see an audience.


 


 


 

Albergotti, Reed. “Facebook to Target Ads Based on Web Browsin.” The Wall Street Journal. Dow Jones & Company, 12 June 2012. Web. 03 July 2014.

The main idea of this article gets at the process of how Facebook is able to supply users with Ads right for them. It also addresses new ways and old ways that the media sight has tried to use to get this information to their followers.


 

“I would argue Facebook knows more about some marketers’ customers than the marketers themselves do.”

I chose this nugget from the article because it was said by the general manager and V.P. of Merkle, one of the largest advertisement agencies in the world. I think that this kind of praise that suggests that Facebook is able to connect with their customers in a way that no other company can is amazing.


 

“That might only be 5% of the people on Facebook, but for the other 95%, at least ad targeting becomes more intelligent.”

This was chosen because it was said by Jonathan Adams, the senior Vice President of i Crossing, a large digital ad agency in North America. It states that even if only a small amount of people on Facebook are pleased with the methods Facebook uses to discover their interests so it can personalize they ads you see, the majority will still participate to make the system stronger and more productive.


 

“Before the latest change, advertisers could target Facebook users based on their interests, determined by what users did on Facebook, such as “liking” a specific page, or posting favored recreational activities and music tastes”

I think that this nugget just sums up what a large part of of research question is primarily about. The way Facebook was able to make ads such a successful tool for companies is that they were able to tap into their users interests and custom make their ad experience based on their “likes” on their page. This process makes Facebook a genius at marketing.


 



 

“New Facebook Ad Targeting Will Gather User Data From Third-Party Websites, Apps – CBS DC.” CBS DC. N.p., 12 June 2014. Web. 03 July 2014.

This main concept of this article is the discussion of a new process Facebook will be using to enhance their advertising process. Though it sounds intrusive it has many options to appease the more skeptical members of its motives.


 

And because we think you’re interested in electronics, we may show you ads for other electronics in the future, like speakers or a game console to go with your new TV.”

This nugget was chosen because it blatantly tells the readers what the process is like for Facebook when they suggest to you other items that can interest you.


In addition to the third-party data it already uses for ad-targeting, the company says it will now allow users to specifically ask “Why am I seeing this?” on a specific advertisement.

I chose this nugget because I felt that it was important to show how Facebook is able to give viewers of their off sight ads a reason as to why what their seeing is there and then giving them the option to continue with it or not.


Synthesize:  Reading these three sources has given me a better understanding about the advertisement world of Facebook but has only left me hungry for more information. In the General Motors article I was very interested to see a specific companies, particularly one of the largest, viewpoint on their role in Facebook’s advertisement campaign. I enjoyed how the other two articles I read, the Facebook Ads article and the more specific Third Part Website advertisement article really worked with each other to show the different methods that have been used by Facebook to give users advertisements that can ensure they’re interest.

 

Nugget Post For Computer Lip / Dream Machine

I chose this nugget from the reading because I felt that much could be said about it. First off, I was in love with his comparison to our lives surrounded by media the way a fish is surrounded by water. As a fish needs water to survive it had become clear that we need media to survive as well and theres no escaping it. The difference between the water that a fish lives in and the media that we have found ourselves surrounded with is the fact that we can control the media to whatever we please. This nugget addresses that by saying that we have to consider redesigning the molecules of our water by making it that the media will be more beneficial to our existence as humans and not the opposite. I feel that this nugget very strongly ties together several certain ideas that the author is addressing such as the idea of our societies use of the computer and all the our baggage that comes along with it.

“It matters because we live in media, as fish live in water. (Many people are prisoners of the media, many are manipulators, and many want to use them to communicate artistic visions.) But today, at this moment, we can and must design the media, design the molecules of our new water, and I believe the details of this design matter very deeply. They will be with us for a very long time, perhaps as long as man has left; perhaps if they are as good as they can be, man may even buy more time—or the open-ended future most suppose remains.”

INQUIRY PROJECT PROPOSAL

Imagine you come home one day and have the idea to start selling a random object that you found in some lost corner of your house. Now what if I tell you that you can potentially sell that item and in return make millions. Impossible? No. My question is how to sell a piece of junk for millions of dollars and there is a simple answer so obvious that it hurts. You come in contact with the answer on a daily basis, so regular that you probably just dismiss it half the time and don’t give it much thought. Other times you may find this answer slightly interesting and are willing to give up thirty seconds of your time to see if its worth your while. Those thirty seconds then might cost you a couple bucks or maybe a hundred. The answer to how to sell your piece of junk is simply advertising. I want to know how companies are able to market the most simple of items and are able to profit millions. I see this as a possible career path for myself, which is only the first reason as to why I am so interested in this topic. If my topic were so be in front of a panel of judges for $50,000 of funding I know exactly why I should receive it. For starters, learning about this could potentially create numerous job opportunities once the company takes off. Not to mention the millions of dollars I would be making investors. Above all though, I would be convincing the public that buying my products would actually be making them happier. In the end I want to know exactly the logistics of making a product marketable. From its looks, to the presentation, to the taste or smell and even the person holding it, there’s so much that can go into making any item marketable enough for purchase by the public and I just want to know how.

NUGGET ASSIGNMENT #3

I chose this quote from the reading because I feel that it establishes the base problem for the topic that is being discussed. The idea of this reading was to augment the capacity and efficiency of the human brain. This passage I chose addressed the problems that we humans face that limit us from being as efficient as Engelbart wants us to be. I find it interesting how he addresses our limitation as if our brains are not fully functional. This allows for the entire basis of the writing allowing for the author to discuss his ideas for the improvement of the human brain.

BRAIN2

“The entire effect of an individual on the world stems essentially from what he can transmit to the world through his limited motor channels. This in turn is based on information received from the outside world through limited sensory channels; on information, drives, and needs generated within him; and on his processing of that information. His processing is of two kinds: that which he is generally conscious of (recognizing patterns, remembering, visualizing, abstracting, deducing, inducing, etc.), and that involving the unconscious processing and mediating of received and self-generated information, and the unconscious mediating of conscious processing itself.

Our culture has evolved means for us to organize the little things we can do with our basic capabilities so that we can derive comprehension from truly complex situations, and accomplish the processes of deriving and implementing problem solutions. The ways in which human capabilities are thus extended are here called augmentation means, and we define four basic classes of them:

Artifacts–physical objects designed to provide for human comfort, for the manipulation of things or materials, and for the manipulation of symbols.

Language–the way in which the individual parcels out the picture of his world into the concepts that his mind uses to model that world, and the symbols that he attaches to those concepts and uses in consciously manipulating the concepts (“thinking”).

Methodology–the methods, procedures, strategies, etc., with which an individual organizes his goal-centered (problem-solving) activity.

Training–the conditioning needed by the human being to bring his skills in using Means 1, 2, and 3 to the point where they are operationally effective.”

BRAIN

PROGRESS REPORT/RESEARCH REFLECTION (WEEK TWO)

So far in all the ideas my brain has produced for this inquiry project I think the idea of how commercials/advertising drives us to purchase goods is the most interesting. While doing my CONCEPT EXPERIENCE #2 I learned more about what advertising companies do to reach out to their targeted audiences. I was interested to discover the ways companies use social media and the information it supplies them with to assist them in the marketing techniques. My initial information prior to research was discussed in my REFLECTIVE WRITING assignment were I discussed the idea of how commercials and advertising mold our desires into determining what we need in out lives.

P4 Doing more research I have learned more specifics about the industry, namely how specific companies find their information and how they use it to influence the public.  When doing my NUGGET ASSIGNMENT #2 I found that I was thinking about how a computer symbiosis is a similar idea that companies may be exploiting. If you think about it, on social media sights such as Facebook, ads are offered to you based off your “likes”. In this way the computer is actually learning about your interests so that it knows what advertisements to supply you with making you more susceptible to clicking on one.

P6

I became very interested in this idea oddly enough after I went on a movie trailer binge. After a while I stumbled across a trailer called Syrup that is about a hot shot in business who markets a good that is essentially just syrup and water.The trailer also touches on how several things that we devote our lives to from what we buy, to our sex appeal is all about marketing. I feel this topic has great potential Im just hoping its narrow enough. If not what are some topics that you think could help me narrow this down even further?

P1 P2

REFLECTIVE WRITING FOR CONCEPT EXPERIENCE #2

One of the ideas that Licklider discussed in his paper that I found was very similar to what was going on with my research was the idea of a computers ability to predict what we will be thinking next and this act on that thought. I think that due to the fact that Wikipedia supplies us with several external links to other topics while reading about another, its very easy for us to formulate new ideas and then if recognize the idea in that nifty blue font we click on it and thus the process will continue its self until we are satisfied. To me I found that when I began this assignment my thought process might have looked like the roots of a tree. Some thought are deep and go down to the very deepest section of the topic where as some are shorter and stay more close to the surface because they were as developed. However all roots are connected to the tree making every thought vital to the growth and nurture of its lifespan. I think that this experience relates to Lickliders idea of “formulated” thinking rather than “formulative”.  I think that the process really made me think very logical to figure out which links would lead me to productive outcomes.

TREE

CONCEPT EXPERIENCE #2: CHOOSE YOUR OWN INTERNET ADVENTURE

Ogilvy & Mather – http://en.wikipedia.org/wiki/Ogilvy_%26_Mather

I began with with specific advertising company because after I did my research about the topic of self image and the work Dove was doing to promote it I found out that this company was responsible for their ads.

WPP – http://en.wikipedia.org/wiki/WPP_plc

As I began reading this I was interested to find out that WPP was a British advertising company and I enjoyed reading about how they did their process differently than the above company. However there was only so much that I could find that was relevant to then i moved on to a more broad topic.

Advertising Agency – http://en.wikipedia.org/wiki/Advertising_agency

I knew the gist bout what an Advertising Agency was however it was insightful to read and learn more. Once I got to a term called social media marketing I immediately felt the need to click on it.

Social media marketing – http://en.wikipedia.org/wiki/Social_media_marketing

Social media measurement – http://en.wikipedia.org/wiki/Social_media_measurement

Media monitoring – http://en.wikipedia.org/wiki/Media_monitoring

The three topic above all seemed to be very similar however independent in their meaning. I went from social media marketing which was clearly about how companies are using social media such as twitter, Facebook and such to advertise their products to younger generations, to social media measurement and media monitoring which was the mathematical side of media. It talked about how numbers of how many active members on a social website are recorded daily and that their are actually algorithms made to help companies predict future numbers that will in turn assist them with their plan for advertisement.

Machine Learning – http://en.wikipedia.org/wiki/Machine_learning#Human_interaction

This was a very narrow topic that went over how machines that use algorithms aren’t in need of the human intuition to assist them. However since that was basically what the entire page was about I had to go back and then click on a new link.

*Went back because no links*

Social Networking service – http://en.wikipedia.org/wiki/Social_networking

Digital Natives – http://en.wikipedia.org/wiki/Digital_Natives

The social networking sight brought me to this page which discussed how kids who are born into a generation with digital media and technologies are referred to as digital natives due to our ability to understand it better than our predecessors.

Millennial’s – http://en.wikipedia.org/wiki/Generation_Y

The digital native page led me to Generation Y which refers to our generation (Kids born between the late 80′s and early 90′s). It went into detail about characteristics and traits that we all share and the more i read the more i was interested in this topic. I think that learning about our generations differences due to how we were brought up and what was happening in the world during that time is very important.

NUGGET ASSIGNMENT #2: MAN-COMPUTER SYMBIOSIS

After reading Man-Computer Symbiosis I decided that this passage below was the most crucial and interesting. I feel that it relates to the rest of the passage by establishing the basis for the idea of man-computer symbiosis by explaining what we humans can do better than computers, and vise versa. I felt that this passage spoke to me because it addressed so many things that make humans who we are. Our strength comes with our flexible mind however with our noisiness and narrow ideals comes our weaknesses. I think that a symbiosis with a human and a computer would result in something we cannot even fathom. I’ve heard that we humans only have access to a small percentage of our brains capacity. With this union I feel that percentage would be raised exponentially and there’s no one who can possibly know what that result is going to look like.