The Attributes of Social Media as a Strategic Marketing Communication Tool

New digital trends are transforming the media industry landscape, modifying elemental characteristics and attitudes of companies as well as of consumers. Firms often claim that their presence in social media (SM) is a key element to success. SM helps companies rethink the traditional one-way flow of their marketing messages and to incorporate a new interactive pattern into their communications. Nevertheless, these tendencies involve problems of strategic myopia for firms that do not structurally integrate these tools. One main problem is that institutions can rarely differentiate between the various types of SM and the attributes thereof, while the literature equally reveals a number of contradictions in the subject. The present conceptual paper lays the foundations of a strategic approach to SM and discusses its theoretical implications. Following an overview on the concept of SM, through a content analysis of the specialized management literature (n = 14), we present various best practices and reflect on the apparent lack of strategic thinking in using SM as a marketing application. Then, we compare these practical examples with general marketing strategy theory. By merging theory and practice, we aim to provide an insight towards a well-founded application of SM as a genuinely strategic marketing tool.

How new online communication tools and the availability of content influence the audiences and the creative process

We live in a changing world. At an impressive speed, every day new technological resources appear. We increasingly use the Internet to obtain and share information, and new online communication tools are emerging. Each of them encompasses new potential and creates new audiences. In recent years, we witnessed the emergence of Facebook, Twitter, YouTube and other media platforms. They have provided us with an even greater interactivity between sender and receiver, as well as generated a new sense of community. At the same time we also see the availability of content like it never happened before. We are increasingly sharing texts, videos, photos, etc. This poster intends to explore the potential of using these new online communication tools in the cultural sphere to create new audiences, to develop of a new kind of community, to provide information as well as different ways of building organizations’ memory. The transience of performing arts is accompanied by the need to counter that transience by means of documentation. This desire to ‘save’ events reaches its expression with the information archive of the different production moments as well as the opportunity to record the event and present it through, for instance, digital platforms. In this poster we intend to answer the following questions: which online communication tools are being used to engage audiences in the cultural sphere (specifically between theater companies in Lisbon)? Is there a new relationship with the public? Are online communication tools creating a new kind of community? What changes are these tools introducing in the creative process? In what way the availability of content and its archive contribute to the organization memory? Among several references, we will approach the two-way communication model that James E. Grunig & Todd T. Hunt (1984) already presented and the concept of mass self-communication of Manuel Castells (2010). Castells also tells us that we have moved from traditional media to a system of communication networks. For Scott Kirsner (2010), we have entered an era of digital creativity, where artists have the tools to do what they imagined and the public no longer wants to just consume cultural goods, but instead to have a voice and participate. The creativity process is now depending on the public choice as they wander through the screen. It is the receiver who owns an object which can be exchanged. Virtual reality has encouraged the receiver to abandon its position of passive observer and to become a participant agent, which implies a challenge to organizations: inventing new forms of interfaces. Therefore, we intend to find new and effective online tools that can be used by cultural organizations; the best way to manage them; to show how organizations can create a community with the public and how the availability of online content and its archive can contribute to the organizations’ memory.

3D simulation of complex shading affecting PV systems taking benefit from the power of graphics cards developed for the video game industry

Shading reduces the power output of a photovoltaic (PV) system. The design engineering of PV systems requires modeling and evaluating shading losses. Some PV systems are affected by complex shading scenes whose resulting PV energy losses are very difficult to evaluate with current modeling tools. Several specialized PV design and simulation software include the possibility to evaluate shading losses. They generally possess a Graphical User Interface (GUI) through which the user can draw a 3D shading scene, and then evaluate its corresponding PV energy losses. The complexity of the objects that these tools can handle is relatively limited. We have created a software solution, 3DPV, which allows evaluating the energy losses induced by complex 3D scenes on PV generators. The 3D objects can be imported from specialized 3D modeling software or from a 3D object library. The shadows cast by this 3D scene on the PV generator are then directly evaluated from the Graphics Processing Unit (GPU). Thanks to the recent development of GPUs for the video game industry, the shadows can be evaluated with a very high spatial resolution that reaches well beyond the PV cell level, in very short calculation times. A PV simulation model then translates the geometrical shading into PV energy output losses. 3DPV has been implemented using WebGL, which allows it to run directly from a Web browser, without requiring any local installation from the user. This also allows taken full benefits from the information already available from Internet, such as the 3D object libraries. This contribution describes, step by step, the method that allows 3DPV to evaluate the PV energy losses caused by complex shading. We then illustrate the results of this methodology to several application cases that are encountered in the world of PV systems design. Keywords: 3D, modeling, simulation, GPU, shading, losses, shadow mapping, solar, photovoltaic, PV, WebGL

Intra-organizational use of communication tools in value nets - Cases from the ICT industry

Tutkimuksen tavoitteena oli selvittää sisäisen kommunikoinnin tilannetta case-yrityksissä. Yritykset kuuluvat kahteen case-arvoverkostoon, jotka toimivat informaatio- ja kommunikaatioteknologian alalla. Sisäinen kommunikointi valittiin tutkimusalueeksi, koska se muodostaa perustan ulkoiselle, yritysten väliselle kommunikoinnille. Tutkimuksen painopiste oli web-pohjaisessa kommunikoinnissa ja webin ominaisuuksissa arvoverkoston näkökulmasta. Tutkimusprosessissa käytettiin sekä kvalitatiivisia että kvantitatiivisia menetelmiä. Tutkimuksen kvantitatiivinen osa toteutettiin web-kyselynä, jonka tulokset osoittivat, että case-yritysten sisäinen kommunikointi perustuu pääasiassa perinteisten kommunikointivälineiden käyttöön. Toisin sanoen, webin hyödyntäminen on vähäistä, mihin vaikuttavat monet eri tekijät. Webissä on kuitenkin useita ominaisuuksia, jotka parantavat kommunikointia arvoverkostossa ja siksi nämä web-pohjaiset välineet tulisi huomioida, kun suunnitellaan yleistä kommunikointijärjestelmää. Tutkimuksen teoreettisessa osassa määriteltiin vuorovaikutteisuus-ominaisuuteen perustuva kommunikointivälineiden luokittelu. Tämän lisäksi määriteltiin myös arvoverkoston käsite. Empiirinen osa koostui web-kyselyn toteutuksen ja tulosten raportoinnista, jonka jälkeen yhteenvetokappale koosti merkittävimmät havainnot sekä mahdolliset jatkotutkimusaiheet.

Pathological video game use among young Swiss men: the use of monothetic and polythetic formats to distinguish between pathological, excessive and normal gaming

There is no agreement about the distinction between pathological, excessive and normal gaming. The present study compared two classifications for defining pathological gaming: the polythetic format (gamers who met at least half of the criteria) and monothetic format (gamers who met all criteria). Associations with mental, health and social issues were examined to assess differences between subgroups of gamers. A representative sample of 5,663 young Swiss men filled in a questionnaire as part of the ongoing Cohort Study on Substance Use Risk Factors (C-SURF). Game use was assessed with the Game Addiction Scale. Mental, social and physical factors (depression, anxiety, aggressiveness, physical and mental health, social and health consequences), gambling and substance use (illicit drug use, alcohol dependence and problematic cannabis use) were also assessed. The results indicated that monothetic gamers shared problems with polythetic gamers, but were even more inclined to mental health issues (depression, anxiety, and aggressiveness) and were more vulnerable to other dependencies like substance use, alcohol dependence or gambling. A second analysis using Latent Class Analysis confirmed the distinction between monothetic and polythetic gamers. These findings support the use of a monothetic format to diagnose pathological gaming and to differentiate it from excessive gaming.

Target audience and message alignment for integrated marketing communication of luxury products: entering the Chinese market

The purpose of this study is to identify opportunities to match marketing communication message strategies with the target audience characteristics in the Chinese luxury market entry context. Therefore, consumer behaviour and psychographic marketing segmentation fields are being reviewed in a holistic view in order to identify the similarities and connection points. Through the analysis of the messages in advertisements placed in a certain luxury and fine living magazine, message creation strategies are being anticipated.

Organization of the marketing communication activities after fusion - the integration and the decision making processes

This master’s thesis was made in order to gain answers to the question of how the integration of the marketing communications and the decision making related to it in a geographically dispersed service organization could be improved in a situation where an organization has gone through a merger. The effects of the organizational design dimensions towards the integration of the marketing communications and the decision making related to it was the main focus. A case study as a research strategy offered a perfect frames for an exploratory study and the data collection was conducted by semi-structured interviews and observing. The main finding proved that from the chosen design dimensions, decentralization, coordination and power, could be found specific factors that in a geographically dispersed organization are affecting the integration of the marketing communications negatively. The effects can be seen mostly in the decision making processes, roles and in the division of responsibility, which are affecting the other dimensions and by this, the integration. In a post-merger situation, the coordination dimension and especially the information asymmetry and the information flow seem to have a largest affect towards the integration of the marketing communications. An asymmetric information distribution with the lack of business and marketing education resulted in low self-assurance and at the end in fragmented management and to the inability to set targets and make independent decisions. As conclusions it can be stated, that with the organizational design dimensions can the effects of a merger towards the integration process of the marketing communications to be evaluated.

Design and implementation of a 3D computer game controller using inertial MEMS sensors

Though 3D computer graphics has seen tremendous advancement in the past two decades, most available mechanisms for computer interaction in 3D are high cost and targeted for industry and virtual reality applications. Recent advances in Micro-Electro-Mechanical-System (MEMS) devices have brought forth a variety of new low-cost, low-power, miniature sensors with high accuracy, which are well suited for hand-held devices. In this work a novel design for a 3D computer game controller using inertial sensors is proposed, and a prototype device based on this design is implemented. The design incorporates MEMS accelerometers and gyroscopes from Analog Devices to measure the three components of the acceleration and angular velocity. From these sensor readings, the position and orientation of the hand-held compartment can be calculated using numerical methods. The implemented prototype is utilizes a USB 2.0 compliant interface for power and communication with the host system. A Microchip dsPIC microcontroller is used in the design. This microcontroller integrates the analog to digital converters, the program memory flash, as well as the core processor, on a single integrated circuit. A PC running Microsoft Windows operating system is used as the host machine. Prototype firmware for the microcontroller is developed and tested to establish the communication between the design and the host, and perform the data acquisition and initial filtering of the sensor data. A PC front-end application with a graphical interface is developed to communicate with the device, and allow real-time visualization of the acquired data.

Development of a 3D Game Engine

This paper presents the development history and specification of a 3D game engine titled "Spark Engine". The term "engine" is used to describe a complex graphics software suite that streamlines application development and provides efficient rendering functionality. A game engine specifically provides tools to simplify game development. Spark Engine is fully shader driven and is built on top of Microsoft's XNA Framework. It is a reusable and flexible platform that can be used to build any type of graphics application ranging from gaming to simulation. The engine was released as open source software under the New BSD License with an interest in furthering its development.

Contribution To Signalling Of 3d Video Streams In Communication Systems Using The Session Initiation Protocol

Las tecnologías de vídeo en 3D han estado al alza en los últimos años, con abundantes avances en investigación unidos a una adopción generalizada por parte de la industria del cine, y una importancia creciente en la electrónica de consumo. Relacionado con esto, está el concepto de vídeo multivista, que abarca el vídeo 3D, y puede definirse como un flujo de vídeo compuesto de dos o más vistas. El vídeo multivista permite prestaciones avanzadas de vídeo, como el vídeo estereoscópico, el “free viewpoint video”, contacto visual mejorado mediante vistas virtuales, o entornos virtuales compartidos. El propósito de esta tesis es salvar un obstáculo considerable de cara al uso de vídeo multivista en sistemas de comunicación: la falta de soporte para esta tecnología por parte de los protocolos de señalización existentes, que hace imposible configurar una sesión con vídeo multivista mediante mecanismos estándar. Así pues, nuestro principal objetivo es la extensión del Protocolo de Inicio de Sesión (SIP) para soportar la negociación de sesiones multimedia con flujos de vídeo multivista. Nuestro trabajo se puede resumir en tres contribuciones principales. En primer lugar, hemos definido una extensión de señalización para configurar sesiones SIP con vídeo 3D. Esta extensión modifica el Protocolo de Descripción de Sesión (SDP) para introducir un nuevo atributo de nivel de medios, y un nuevo tipo de dependencia de descodificación, que contribuyen a describir los formatos de vídeo 3D que pueden emplearse en una sesión, así como la relación entre los flujos de vídeo que componen un flujo de vídeo 3D. La segunda contribución consiste en una extensión a SIP para manejar la señalización de videoconferencias con flujos de vídeo multivista. Se definen dos nuevos paquetes de eventos SIP para describir las capacidades y topología de los terminales de conferencia, por un lado, y la configuración espacial y mapeo de flujos de una conferencia, por el otro. También se describe un mecanismo para integrar el intercambio de esta información en el proceso de inicio de una conferencia SIP. Como tercera y última contribución, introducimos el concepto de espacio virtual de una conferencia, o un sistema de coordenadas que incluye todos los objetos relevantes de la conferencia (como dispositivos de captura, pantallas, y usuarios). Explicamos cómo el espacio virtual se relaciona con prestaciones de conferencia como el contacto visual, la escala de vídeo y la fidelidad espacial, y proporcionamos reglas para determinar las prestaciones de una conferencia a partir del análisis de su espacio virtual, y para generar espacios virtuales durante la configuración de conferencias.

Innovations in the video game industry: changing global markets

The paper examines the video game industry in the perspective of being the paradigm of innovation in digital media and content. In particular, it analyses the response to two main factors that have impacted this industry over the last decade. First, it tracks the evolution of its global market and its emerging geography with the rise of Asia. Second, within this global landscape the paper explores how the changes derived from mobile and on-line gaming enabled major transformations of this industry. From here, some conclusions on the lessons from the evolution of this sector for the whole media and content industries are presented.

Hybridization Processes: The case of the urban game: Hybrid Hunt: Petrified

The proposal highlights certain design strategies and a case study that can link the material urban space to digital emerging realms. The composite nature of urban spaces ?material/ digital- is understood as an opportunity to reconfigure public urban spaces without high-cost, difficult to apply interventions and, furthermore, to reactivate them by inserting dynamic, interactive and playful conditions that engage people and re-establish their relations to the cities. The structuring of coexisting and interconnected material and digital aspects in public urban spaces is proposed through the implementation of hybridization processes. Hybrid spaces can fascinate and provoke the public and especially younger people to get involved and interact with physical aspects of urban public spaces as well as digital representations or interpretations of those. Digital game?s design in urban public spaces can be comprehended as a tool that allows architects to understand and to configure hybrids of material and digital conceptions and project all in one, as an inseparable totality. Digital technologies have for a long time now intervened in our perception of traditional dipoles such as subject - environment. Architects, especially in the past, have been responsible for material mediations and tangible interfaces that permit subjects to relate to their physical environments in a controlled and regulated manner; but, nowadays, architects are compelled to embody in design, the transition that is happening in all aspects of everyday life, that is, from material to digital realities. In addition, the disjunctive relation of material and digital realms is ceding and architects are now faced with the challenge that supposes the merging of both in a single, all-inclusive reality. The case study is a design project for a game implemented simultaneously in a specific urban space and on the internet. This project developed as the spring semester course New Media in Architecture at the Department of Architecture, Democritus University of Thrace, Greece is situated at the city of Xanthi. Composite cities can use design strategies and technological tools to configure augmented and appealing urban spaces that articulate and connect different realms in a single engaging reality.