Women Active in the ICT Sector

Total Page:16

File Type:pdf, Size:1020Kb

Women Active in the ICT Sector Women active in the ICT sector FINAL REPORT A study prepared for the European Commission DG Communications Networks, Content & Technology Digital Agenda for Europe Digital DigitalDigital Agenda for AgendaAgenda for for Europe This study was carried out for the European Commission by Iclaves S.L. Calle de Santa Engracia 108, 6º Int. Drcha. 28003 Madrid www.iclaves.es Internal identification Contract number: 30-CE-0534945/00-32 SMART number: 2012/0066 DISCLAIMER By the European Commission, Directorate-General for Communications Networks, Content & Technology. The information and views set out in this publication are those of the author(s) and do not necessarily reflect the official opinion of the Commission. The Commission does not guarantee the accuracy of the data included in this study. Neither the Commission nor any person acting on the Commission’s behalf may be held responsible for the use which may be made of the information contained therein. ISBN 978-92-79-32373-7 DOI: 10.2759/27822 © European Union, 2013. All rights reserved. Certain parts are licensed under conditions to the EU. Reproduction is authorised provided the source is acknowledged. The reproduction of the third-party textual or artistic material included in the study is prohibited. 1 TABLE OF CONTENTS LIST OF TABLES .............................................................................. 4 LIST OF FIGURES ............................................................................ 5 LIST OF ABBREVIATIONS .................................................................. 6 DEFINITIONS .................................................................................. 8 ABSTRACT .................................................................................... 10 ABRÉGÉ ....................................................................................... 11 EXECUTIVE SUMMARY .................................................................... 12 RÉSUMÉ ....................................................................................... 18 OBJECTIVES ................................................................................. 25 SCOPE AND METHODOLOGY ............................................................ 26 Scope of the study ...................................................................... 26 Methodology .............................................................................. 28 DESCRIPTION OF THE PROBLEM ...................................................... 33 PRIORITIES FOR ACTION AND POLICY RECOMMENDATIONS ................ 43 Priority 1. Build a renewed image of the sector among women and mainstream society ........................................................................ 43 The problem ............................................................................... 43 How we identified the problem ...................................................... 43 General recommendations ............................................................ 45 Concrete actions ......................................................................... 48 Priority 1.2. Promote a “diversity” approach ...................................... 51 The problem ............................................................................... 51 How we identified the problem ...................................................... 51 General recommendations ............................................................ 53 Concrete actions ......................................................................... 53 Priority 2. Empower women in the sector .......................................... 55 The problem ............................................................................... 55 How we identified the problem ...................................................... 55 General recommendations ............................................................ 57 Concrete actions ......................................................................... 59 Priority 3. Increase the number of women entrepreneurs in the ICT sector ................................................................................................... 61 The problem ............................................................................... 61 How we identified the problem ...................................................... 61 General recommendations ............................................................ 64 Concrete actions ......................................................................... 65 Priority 4. Improve working conditions in the sector ............................ 66 The problem ............................................................................... 66 How we identified the problem ...................................................... 66 General recommendations ............................................................ 71 Concrete actions ......................................................................... 72 TRANSVERSAL ACTIONS ................................................................. 74 Transversal action 1. Improve data availability................................... 74 The problem ............................................................................... 74 How we identified the problem ...................................................... 74 General recommendations ............................................................ 75 Concrete actions ......................................................................... 75 Transversal action 2: Identify and Exchange Best Practices .................. 76 REFERENCES ................................................................................ 78 ANNEX I. GEOGRAPHICAL ANALYSIS ................................................ 83 ANNEX II. ECONOMIC CASES .......................................................... 86 Methodology for the Economic Cases ............................................. 86 Economic Case 1. Gender Gaps in Education and Work ..................... 86 Economic Case 2: Gender Differences in Job Conditions: ICT sector versus other non-ICT Service Sectors ............................................ 94 Economic Case 3: Gender Gaps among Entrepreneurs in the ICT and non-ICT sectors ........................................................................ 107 Annex Tables ........................................................................... 113 ANNEX III. CODE OF BEST PRACTICES: STATUS AND ASSESSMENT ... 117 Methodology ............................................................................ 117 Survey for the signatories of the Code of Best Practices for Women and ICT ......................................................................................... 118 General conclusions ................................................................... 119 Proposal for reforming the Code: “ICT Diverse Workforce” label ....... 120 ANNEX IV. CASE STUDIES ............................................................ 129 Review of existing case studies ................................................... 129 New case studies ...................................................................... 143 1 ANNEX V. ANALYSIS OF SOCIAL MEDIA CAMPAIGNS ........................ 151 Methodology ............................................................................ 151 Social Media Campaign Case Studies ........................................... 152 General conclusions ................................................................... 164 ANNEX VI. CAREER PATHS ............................................................ 165 ICT COMPANY MANAGER .............................................................. 166 Career path .............................................................................. 167 ICT POLICYMAKER ....................................................................... 168 Career path .............................................................................. 169 ICT CONSULTANT ........................................................................ 170 Career path .............................................................................. 171 SOFTWARE DEVELOPER ................................................................ 172 Career path .............................................................................. 173 TECHNICAL SUPPORT ................................................................... 174 Career path .............................................................................. 175 NETWORK ENGINEER ................................................................... 176 Career path .............................................................................. 177 IT SYSTEMS ADMINISTRATOR ....................................................... 178 Career path .............................................................................. 179 VIDEOGAMES DEVELOPER ............................................................ 180 Career path .............................................................................. 181 DIGITAL COMMUNICATIONS STRATEGY REPRESENTATIVE ................ 182 Career path .............................................................................. 183 ANNEX VII. TRANSCRIPTIONS OF INTERVIEWS ................................ 184 Methodology ............................................................................ 184 Questionnaire ........................................................................... 185 Interview I. ICT Company Manager ............................................
Recommended publications
  • Metro Trains 4
    Contents Dumb Ways to Die, by Metro Trains 4 Volvo Gets Flexible 12 Have Michelin Guide, Will Travel 20 Betty Crocker’s Sweet Ambitions 26 Blendtec Crushes It at Content Marketing 34 Jell-O Shapes its Future 44 HSBC Makes an Elevator Pitch to Small Businesses 52 LinkedIn Marketing Solutions Creates an Owned Media Empire 60 2 Intro will go here 3 Astonishing Tales of Content Marketing Dumb Ways to Die, by Metro Trains There’s a movement underway to add humor and personality to marketing. I’m a major supporter of that movement. There’s no substitute for human emotion when you’re trying to make a connection with your audience. Metro Trains 5 Surely, though, there are times when humor is strictly inappropriate. For example, say you work for a staid, buttoned- down industry like public transportation. Now imagine you’re in that industry and need to get across a serious, life-or-death public safety message. You should Those adorable, disaster-prone animated beans absolutely avoid humor and became a runaway viral hit in 2012. The video personality in this context. currently sits at over 100 million views on YouTube. The soundtrack tune cracked the Top 100 in the Unless, that is, you want to Netherlands and hit #38 on the UK Indie charts. Two create a worldwide multimedia spinoff games racked up millions of downloads. phenomenon, like Australia’s Metro Trains Melbourne did with So how did a public safety announcement become their video Dumb Ways to Die. such a smashing success? Read on. Metro Trains 6 The Message People Need Metro Trains Melbourne had an Instead of starting with the (But Don’t Want) to Hear important message to get across: message and crafting dire visuals Be safe around trains, whether around it, they wanted to create you’re driving near tracks or something people would enjoy waiting on a platform.
    [Show full text]
  • Semiotics Analysis #1: Denny’S + Tumblr
    Semiotics Analysis #1: Denny’s + Tumblr For my first analysis, I chose the restaurant brand Denny’s and their fun/interact presence on the blogging site Tumblr known for its support of GIF and audio files and “reblog” system. Signifier: Dennys Restaurants (specifically Denny’s Tumblr page) Signified: By utilizing the website Tumblr among other social networks, and adding to the mix their own “GIFs” or animated photos, “Edits”, “Memes”, etc. While most brands come off as corporate or formal, Denny’s aims for the opposite and signifies the breakfast chain restaurant as young, hip, trendy, fun, playful, humorous, pop culture savvy, and overall very casual. Image: Visually, Denny’s Tumblr differs itself from other social media (Facebook, Twitter, etc.) as well as traditional advertising (print, video/TV, etc.) by taking advantage of Tumblr’s use of multiple media formats. This includes audio posts, text posts, images, GIFs, artwork, comics, and so on. Typically this leads to outrageous sorts of posts, use of humor, bright colors and lots of photoshop. They come off as less of a corporate brand but fun. Denotation: Looking at their blog, it is all over the place. It contains many advertisements, testimonials, photos from users who may have taken a “Denny’s Selfie”, etc. Many of their image posts are animations of their food, there are many parodies of pop culture, and their text posts often contain jokes or even “haikus” dedicated to their menu. Connotation: This variety of fun advertising narrows down to how Denny’s wants their brand to come off as fun, relatable, shareable.
    [Show full text]
  • Viralni Marketing
    CORE Metadata, citation and similar papers at core.ac.uk Provided by Juraj Dobrila University of Pula Digital Repository Sveučilište Jurja Dobrile u Puli Fakultet ekonomije i turizma «Dr. Mijo Mirković» EGZON GASHI VIRALNI MARKETING Diplomski rad Pula, 2016. Sveučilište Jurja Dobrile u Puli Fakultet ekonomije i turizma «Dr. Mijo Mirković» EGZON GASHI VIRALNI MARKETING Diplomski rad JMBAG: 0145031920, izvanredni student Studijski smjer: Marketinško upravljanje Predmet: E-marketing Mentor: Doc. dr. sc. Dražen Alerić Pula, veljača 2016. IZJAVA O AKADEMSKOJ ČESTITOSTI Ja, dolje potpisani Egzon Gashi, kandidat za magistra ekonomije ovime izjavljujem da je ovaj Diplomski rad rezultat isključivo mojega vlastitog rada, da se temelji na mojim istraživanjima te da se oslanja na objavljenu literaturu kao što to pokazuju korištene bilješke i bibliografija. Izjavljujem da niti jedan dio Diplomskog rada nije napisan na nedozvoljen način, odnosno da je prepisan iz kojega necitiranog rada, te da ikoji dio rada krši bilo čija autorska prava. Izjavljujem, također, da nijedan dio rada nije iskorišten za koji drugi rad pri bilo kojoj drugoj visokoškolskoj, znanstvenoj ili radnoj ustanovi. Student: U Puli, 25. 02. 2016. ______________________ IZJAVA o korištenju autorskog djela Ja, Egzon Gashi dajem odobrenje Sveučilištu Jurja Dobrile u Puli, kao nositelju prava iskorištavanja, da moj diplomski rad pod nazivom „Viralni marketing“ koristi na način da gore navedeno autorko djelo, kao cjelovit tekst trajno objavi u javnoj internetskoj bazi Sveučilišne knjižnice Sveučilišta Jurja Dobrile u Puli te kopira u javnu Internetsku bazu završnih radova Nacionalne i sveučilišne knjižnice (stavljanje na raspolaganje javnosti), sve u skladu s Zakonom o autorskom pravu i drugim srodnim pravima i dobrom akademskom praksom, radi promicanja otvorenoga, slobodnoga pristupa znanstvenim informacijama.
    [Show full text]
  • Top 13 Trends of 2013
    Top 13 Trends of 2013 2 December, 2013 – The social research team at McCrindle Research have summarised the Top 13 Trends of 2013 – the most talked about social fads over the past year. 1. Food Trend of the Year: FroYo ‘FroYo’ (frozen yoghurt) has become increasingly popular among Australians with its sweeter-than-ice-cream taste and endless variety of flavours, toppings, and sauces. Franchises such as Menchie’s, Moochi, Crave Australia, Yogurtland, Yogurberry, Noggi, and wowcow – not to mention countless others – have popped up in nearly every Australian shopping centre and suburb. Dessert buyers are drawn to the unique choices and oftentimes self-serve option of froyo bars, being able to make every purchase uniquely their own. 2. Word of the Year: Selfie While selfies have been around since early MySpace and Flickr days – many featuring teenagers taking self- portraits with low-pixel cameras in front of poorly-lit bathroom mirrors – selfies are now commonplace not just among young people but even adults, eager to share self-portraits on social media sites. The action of taking selfies has been commonplace for a number of years, but it is in 2013 that the word itself has gained broader traction, being coined the ‘word of the year’ by Oxford Dictionary. Aussies should be proud, as the term ‘selfie’ can first be traced back to a comment made on an Australian internet forum from 2002. From Kevin Rudd to Barack Obama, 2013 was definitely the ‘Year of the Selfie.’ 3. Attitude of the Year: Swag ‘Swag’ is a popular internet slang term used to describe someone who exudes confidence, sometimes interpreted as arrogance.
    [Show full text]
  • Research Paper -Space Challenge 8.Pages
    AIM - Space Challenge : Engagement and Awareness incorporated in an informative and playful Mobile Tycoon Game Tarun Bhandari Brûn van der Horst This project was originated as a collaboration between Game Designer User Interface & Sound Designer MediaLAB Amsterdam and the European Space Agency National Institute of Design, India Rotterdam University of Applied (ESA). There were five students involved in the project, all [email protected] Sciences with creative and technical backgrounds. The main goal of [email protected] the project consists of researching the topic and develop an Michel Dijkstra interactive product based upon the research and user tests. Game developer Yuna Song Amsterdam University of Applied Graphic and Exhibition Designer Problem statement Sciences Dongduk W. University, Seoul The general public find it hard to understand space missions. [email protected] [email protected] They don’t stay engaged to them, since they are not involved in their daily lives, which results in forgetting about them. Lisa Greuter Tamara Pinos Cisneros Copywriter and Storyteller Team coach Research question Amsterdam University of Applied MediaLAB Amsterdam “How to create awareness and engagement on European Sciences [email protected] citizens between the age of 16 and 24 about ESA’s space [email protected] mission AIM, with a game as a playful and informative medium?” Client description The European Space Agency (ESA) is an intergovernmental Introduction organisation that deals with projects around space missions, human spaceflight, space research, space for earth, satellite Space missions have social, public and scientific purposes. systems and fostering the European economy. ESA was However, it is sometimes too complex for the general public founded in 1975 and has 22 member states.
    [Show full text]
  • Guide to Evaluating Social
    Measuring Not Counting Evaluating Social Marketing Communications #IPASocialWorks Ray Poynter, Fran Cassidy, & Simeon Duckworth (with assistance from the many people listed in the Appendix) Measuring not Counting IPASocialWorks 1 Contents Foreword ? By Patrick Barwise, London Business School Introduction ? A background to the project and #IPASOCIALWORKS - defining the scope as social marketing communications. Social and Marketing ? This section reviews what is social, how is it used for marketing communications, the interaction with other media, and the need to learn from established practices. Measuring Social is Hard ? Exploring the similarities and differences with other media to highlight both the problems and the opportunities presented by social. Issues covered include influence, homophily, and causality - identifying challenges, alternatives, and common mistakes. How to Measure Social ? Provides practical advice on how to measure social, including designing a strategy and process, baking measurement in from the start, and selecting metrics. A review of the key approaches used to evaluate social marketing communications is included. Social Media Research ? Reviews how social media research is being used to evaluate social marketing communications and marketing communications in general, covering topics such as social listening and sentiment analysis. The Future ? Leading voices share their visions of where the evaluation of social is going, what is needed, and the opportunities presented. Appendix ? The appendix includes more information about the case studies, a detailed summary of evaluation methods, and the debate about influence, along with a list of contributors and glossary. Measuring not Counting IPASocialWorks 2 Foreword Social media marketing has come through the usual hype cycle and is now well established within the marketing armoury, although it’s still developing and its role is still emerging.
    [Show full text]
  • Successful Methods of Viral Marketing How to Achieve Virality
    Successful Methods of Viral Marketing How to achieve virality Bachelor Thesis within Business Administration Author: Jakob Ahlberg Tutor: Rudrajeet Pal Jönköping, 21st of May 2018 1 Acknowledgements The author of this thesis would first and foremost like to acknowledge the tutor, Rudrajeet Pal. Without his perspective, this thesis would not have been the same. In addition, the author would like to thank all four of the participants in this study for making it possible at all. The author would also like to express his gratitude to the opposition group. Without their constructive criticism and good ideas, the resulting thesis would have been of a much lower quality. Finally, without the incredible friends and family that have supported the author throughout this process there would be no guarantee that the he would have kept his sanity until the end. Jakob Ahlberg Jönköping, May 2018 2 Abstract As the world of marketing has progressed into the age of the internet, new challenges and opportunities have emerged. The online environment has developed into a hub for social media platforms where information spreads like wild fire. This type of spread is often referred to as viral, since it gets transmitted from person to person at very rapid speeds. Companies have now started to pick up on this phenomenon and realized the potential that lies within it, but there is still not enough research on what makes viral spread happen and how brands can utilize or exploit this concept. This thesis conducts a qualitative study of an exploratory nature with antecedent theoretical frameworks as its base.
    [Show full text]
  • Examining Experiential Value and Game Attributes in Social Marketing M-Games
    A Game of Balance and Disguise: Examining Experiential Value and Game Attributes in Social Marketing M-games This thesis is submitted in fulfilment of the requirement for the degree of Doctor of Philosophy at the Queensland University of Technology By Rory Francis Mulcahy Bachelor of Business (Marketing) QUT Bachelor of Business Honours QUT Supervisory Team: Professor Rebekah Russell-Bennett (Principal Supervisor) Dr. Kerri-Ann Kuhn (Associate Supervisor) Dr. Nadia Zainuddin (Associate Supervisor, University of Wollongong) School of Advertising, Marketing and Public Relations QUT Business School Queensland University of Technology 2015 Statement of original authorship The work contained in this thesis has not been previously submitted to meet the requirements for an award at this or any other higher education institution. To the best of my knowledge and belief, the thesis contains no material previously published or written by another person except where due reference is made. QUT Verified Signature Rory Francis Mulcahy September, 2015 I Abstract Currently in social marketing practice mobile games (m-games) are beginning to become an area of interest, with campaigns increasingly including them in their design. However, whilst social marketing practice has begun to explore the opportunities of social marketing m-games little scholarly research has directed social marketers as to how they create experiential value for the user or how game attributes (characteristics) should be designed. In recognition of these current gaps of knowledge this thesis investigates three gaps in practitioner and scholarly knowledge: first, it examines how experiential value is created by social marketing m-games (RQ1); second, it investigates how key game attributes could be categorised for social marketing m- games (RQ2); and third, it investigates how key game attributes influence experiential value created by social marketing m-games (RQ3).
    [Show full text]
  • A Case Study in Newsgame Creation: Why Game Designers and Journalists Are Still Learning to Work Together Lindsay Grace Dr
    A Case Study in Newsgame Creation: Why Game Designers and Journalists are Still Learning to Work Together Lindsay Grace Dr. Mike Treanor Chris Totten Dr. Josh McCoy American University American University American University American University Game Lab Game Lab Game Lab Game Lab Washington, DC,USA Washington, DC,USA Washington, DC,USA Washington, DC,USA [email protected] [email protected] [email protected] [email protected] ABSTRACT newspapers, recognized an increased visual literacy in its As early as 2001, digital newsgames offered a noteworthy readership. Headlines were no longer simply about finely opportunity to engage audiences and provide a new news crafted writing, it was also about finely crafted visual consumption experience. Nearly 5 years later newsgames information. have not clearly delivered on their potential. With such promise, why didn‟t news presses give way to newsgame The contemporary world of journalism is engaged in studios? another struggle. Journalists are struggling to adapt to a new audience of readers. The inverted pyramid structure This paper provides a simple case study in newsgame must compete with a myriad of listicles, interactive info production, providing a set of lessons learned from an graphics and all manner of entertaining distraction. In the academic studio working with a variety of news carnival of information sources, conventional news delivery organizations including one of the largest United States looks well worn and not a little tired. based daily newspapers. It does so to examine the contemporary opportunities and challenges in producing Into this environment a variety of solutions have been games for news organizations. inserted as experiments.
    [Show full text]
  • Sitting Amongst Students to Learn Game Development with Microgamr
    SBC { Proceedings of SBGames 2020 | ISSN: 2179-2259 Education Track { Full Papers Sitting Amongst Students to Learn Game Development with Microgamr Flavio´ R. S. Coutinho Gl´ıvia A. R. Barbosa Ismael S. Silva Andre´ R. da Cruz Departamento de Computac¸ao˜ Departamento de Computac¸ao˜ Departamento de Computac¸ao˜ Diretoria de Eletrica´ CEFET-MG CEFET-MG CEFET-MG IFSP Belo Horizonte, Brasil Belo Horizonte, Brasil Belo Horizonte, Brasil Sao˜ Paulo, Brasil [email protected] [email protected] [email protected] [email protected] Abstract—This paper describes Microgamr: a learning object Still on the academic aspects of game development, the we created with the intent of aiding students to learn game literature shows an extensive exploration of the use of games development techniques collaboratively. The core concept is to as learning tools for a multitude of areas [4], and also the turn the whole class, including the teacher, into a development team that will create a game whose challenge is to fulfill rapid use of game development as tools for learning Computer- challenges – called microgames – in succession. We applied related subjects [5], [6]. Curiously enough, not much work Microgamr in two classrooms of a Digital Game Development has been found regarding teaching game development. With discipline of a Computer Engineering graduation course, and it the significant gap that exists between the experience of new yielded two games. We could observe that the application of graduates and the high (and usually unmet) expectation of Microgamr allowed students to work together in an actively collaborative team and organically learn contents outside the the industry for them [3], [7], we stress on the necessity for scope of the class with a closer relationship with colleagues and improving the quality of the formation of students in the field.
    [Show full text]
  • Lezione 8 ABC F-O
    INFORMAZIONI ADVERTISING E BRAND § Mercoledì 23 ottobre brieF COMMUNICATION Rotta di Enea (ospite) § Lunedì 28 ottobre brieF PROF. PAOLA PANARESE Ingegneria Elettronica (ospite) e brieF Giorgia CentoFanti 16 OTTOBRE 2019 (interna) LE CARATTERISTICHE DELLA I PILASTRI DELLA NEOPUBBLICITÀ NEOPUBBLICITÀ § Minore brevità delle forme più innovative § Minore ripetitività § Esperienza delle Forme più innovative § Relazione § Maggiore pervasività § Narrazione § Minore intrusività di § Integrazione alcune delle Forme più innovative § Viralità § CamuFFamento § Interattività L’INTEGRAZIONE L’INTEGRAZIONE § Integrazione sia orizzontale, Una scansione tipica: sincronica, che verticale o § Teasing diacronica. § pubblicità tradizionale § La prima riguarda le azioni § iniziative promozionali e in-store contemporanee presso diversi § ulteriori azioni di engagement touchpoint online e oFFline sui social media § La seconda la sequenza di azioni che scandiscono le diverse Fasi di una campagna. 1 L’INTEGRAZIONE INTEGRAZIONE Fino a non molto tempo Fa era diFFusa «un'interpretazione monca e riduttiva § L’integrazione di che cosa signiFichi comunicare, rappresenta una degli strumenti e dei canali – adesso risposta alla poco più che potenziali – che frammentazione l'impresa ha a disposizione per dei pubblici, alla dialogare con eFFicacia. fruizione multitasking e La pubblicità veniva considerata il mezzo (e non un mezzo) con cui personal e allo scetticismo verso la l'impresa comunicava, nella convinzione che «la sola Forma di pubblicità comunicazione autentica e legittimata tradizionale fosse la pubblicità». Fabris G., 2009, p. 67. COMUNICAZIONE INTEGRATA COMUNICAZIONE INTEGRATA «La comunicazione integrata di marketing corrisponde a una pianiFicazione della comunicazione di «Si consideri il vantaggio dei seguenti elementi: un brand name che contenga gli marketing che riconosce il valore elementi essenziali dell’identità di marca; una promozione coerente con i suoi valori; un design del prodotto, un packaging e un’etichetta che riFlettano con aggiunto di un piano globale e coerente.
    [Show full text]
  • Social Media for Public Relations: Lessons from Four Effective Cases
    G Model PUBREL-1468; No. of Pages 11 ARTICLE IN PRESS Public Relations Review xxx (2015) xxx–xxx Contents lists available at ScienceDirect Public Relations Review Social media for public relations: Lessons from four effective cases a,∗ b Ilhem Allagui , Harris Breslow a Northwestern University in Qatar, P.O. Box 34102, Doha, Qatar b Department of Mass Communication, American University of Sharjah, PO Box 26666, Sharjah, United Arab Emirates a r t i c l e i n f o a b s t r a c t Article history: This paper employs the collective case studies approach in an examination of four award- Received 31 March 2015 winning public relations campaigns conducted across a variety of social media platforms in Received in revised form order to determine the best practices of, and near term trends, in the effective use of social 30 September 2015 media for public relations. In their examination of these campaigns the authors discern Accepted 3 December 2015 the following trends in best practices: social media campaigns employ digital storytelling Available online xxx techniques that are both immersive and emotive, and that promote various forms of con- tent sharing; these stories involve members of the target audience in at least one form of Keywords: open-ended offline engagement that involves sharing behaviors; the content is optimized Social media Effectiveness for mobile displays and controls; and, finally, the content is timely. The authors conclude Awarded-campaigns that, although marketers think of social media in terms of brand awareness and reputation Case study management, the effective use of social media in Public Relations campaigns can gener- Digital-storytelling ate conversion, facilitate brand positioning, and maintain continued brand sustenance.
    [Show full text]