LIVErsiting off to a new start 2017
February is here again with its usual load of advertising adrenaline, the American Super Bowl 51 among its most prominent events. This year, as usual, word of mouth surrounding the game takes place before the moment itself, as well as during and after it.
Each year February also sees the start of a new LIVErtising term for Masters students majoring in Advertising at IHECS, Brussels.
The course focuses on the radical change that has been taking place in society over the past dozen years. Those changes have introduced new ways of connecting, which means new ways of communicating and sharing, which in turn means new ways of socializing.
This change has put participation at the heart of our lives. We all participate by uploading pictures, publishing videos, writing comments, evaluating services, liking brands, tagging photos, in a word: publishing pieces of ourselves, of what we like, what we want, who we are, how we live, what we read, who we go out with, where and when, …. Not in the least by feeding our profiles on Facebook, by searching for keywords on Google or by putting our CVs online on LinkedIn or sending snaps. Doing so, we have moved from being consumers of contents to becoming content producers as well, at least in part, at least part of our lives.
This is a societal shift that marketing communication cannot ignore. Brands are no longer the driver, they are sharing the driver’s seat with every single person in their audience, whether they like it or not, whether they even only realise it or not.This is also the focus of our LIVErtising course.
In line with its focus, the course will be based on this blog and on a twitter account (@LIVErtising) – they are intended to make student participation in the construction of contents possible. Look around the blog to discover its varied contents to illustrate the course. It includes a copy of the students’ notes, published before each lecture – yes – so you can print it before class and make notes more easily. The blog also contains many more tools to share information and discover some content marketing tools: Listly, Youtube, Slideshare, Thinglink, Netvibes, a Onedrive, blogroll, even Spotify to share some good music … For the record, most are listed on the site.
I am really keen to start again, looking forward to comments, questions, suggestions – whatever may help us better understand that complex LIVEscape we’re living in. Yes, your contributions are mmmmmmmost welcome! To get us going, here is the handout for the first lecture. It is entitled… Bring the Trust Back.