apriljones-1998-blog

[apriljones-1998-blog]

New and Failed Arnott’s Shapes

The Fail

Arnott Shapes are a must have in every persons and families’ cupboard. In April 2016, Arnott Shapes announced that their biscuit manufacturer was announcing more new flavours and a new health star rating; this meant a new and improved recipe (Brown & Sullivan , 2016) . Within a week of releasing the new and improved shapes across all supermarkets; customers were not happy. Sales of the shapes rapidly decreased, having a major recall for the old original shapes to make a comeback. From customer’s dissatisfaction and anger; the campaign “bring back the old shapes” went viral, gaining hundreds and thousands of likes and support. Arnott Shape’s social media went into melt down with hundreds of negative comment and backlashes of the new changes; demanding to bring back the old shapes.

The original shapes consisted of flavouring that you could see and touch on top of the biscuit. As the original shapes slogan was “Flavour you could see”. The flavours were so strong that every single shape was loved. The two most loved and favourite flavours were Barbecue shapes and the Pizza shapes. However, the new and improved shapes had less flavour that customers could see as they were integrated within the biscuit, leaving out the experience of “Flavour you could see” and with a new slogan “Now with more flavour”.  

Customer’s anger grew more and more as the company continued to try and market the new and improved shapes. After seeing the impacts of this change as made upon the company, Arnott Shapes have slowly brought back some of the original shapes back due to the backlash and large demand from customers and fans of the Arnott Shapes. Arnott Shapes have decided to continue to stock the new and improved as a minority of Australia have liked and enjoyed it.

Arnott’s Shapes Facebook page continues to have negative comments on all posts that Arnott Shapes post. Post, Pages, Videos, memes and hashtags have been created all due to the anger and backlash of the new changes. To this day, they still continue. Leaving the official Arnott’s Shapes Facebook page continuing to apologise and reply to anger customer’s comment. Post’s that are not about the products are continuing to be commented by customers of their anger even after the company brought back the original shapes.

From the very first promotion, marketing and introduction of the new shapes on their social media. They have continued to see the rippling effects of how one bad campaign can ruin their reputation and continues to have angry customers. 

Arnott Shapes try to continue to gain back the trust and ratings of their customers; by integrating the new and original shapes together in social media posts. As the company saw every post about the new shapes gained more negative comments; compared to posts about the original shapes.

Brand Identity

Arnott’s has been around in Australia for 150 years. Baking quality biscuits from savoury to sweet, chocolate to fruit; it’s on biscuit company that many Australian consumers have enjoyed and grew up with for many years. Ever since the creation of Arnott shapes in the 1974; it has become a fun favourite savoury snack for every family and everyone. It has developed into its own identity become weaving into the hearts of many Australians (Arnott's Biscuits Limited, 2017).  

Being still successful and making Australia’s favourite biscuits for 150 years, the company lacked in the recognition of how much impact it would have on the company and the identity of the product; when considering to re-vamp and try to change and improve the shapes recipe. Through this, the factor of purpose was a contributor in the failing of the social media aspect of the new and improved shapes.  

According to Arnott’s, in reason for the attempted change they stated that consumers wanted to see “bigger and bolder flavours” (Duncan , 2016). Noticeably, outrages fans and customers took to social media in attempt to get answers, after Arnott’s Shapes posted a status on their Facebook page asking fans “Have you tried the new and improved Shapes? Tell us what you think below” (Duncan , 2016).

Arnott’s misinterpreted what fans actually wanted. Agreed they wanted “bigger and bolder flavours”. However, did not meant that Arnott’s would change the entire recipe. This misinterpretation had let Arnott’s into dealing its social media platforms into crisis management (Cassidy ,2017). Although evident, Arnott’s had a clear and active response to the crisis. This did not stop them from promoting and posting more about the new and improve Shapes. Which therefore failed them in terms of using social media. Arnott’s marketing director, Sarah Ryan mentioned that “the company had taken the bold decision” and is “humbled” by the response from its fan and consumers (Canning , 2016).

Viral content was another factor that contributed in the failing of Arnott’s Shapes social media. Exemplified through campaigns such as “bring back the old shapes” and other campaigns went viral; causing spreadbility. As far from the USA, support for this action felt as if they just needed to be a part of this to change something they had no clue of.Accusations from fans and customers claimed that this was a media and marketing stunt, however Arnott’s denied the claims (Thomsen , 2016).

As failing this new attempt was, Arnott’s Shapes was forced to use Facebook, to announced the return of the original Barbeque and Pizza shapes. This was a clear example of how, Arnott’s failed to maintain their brand identity. Which resulted in a social- media fallout; causing the distrust of many fans and the careful watch of every Arnott’s Shapes posts on social media. In attempts to kindly please their fans and customer, Arnott’s failed miserably.

 Recommendations

In spite of this bold decision of change, Arnott’s had been prepared for the backlash and criticism (Canning , 2016). With already establishing a social media team to deal and handle increase enquires and monitor complaints and backlash; the company is still being criticised a year after the change.

To have avoided the situation, I would have recommended not completely removing all the original flavoured shapes off the shelves. As this would have decreased in the backlash and criticism of the change. Majority of the backlash and criticism is from Arnott’s completely removing the whole original range, leaving customers no choice but to be left with the new and improved shapes; whether they had enjoyed it or not. I believe giving customers options from the start will reduce in all the social media fall-out. Creating a Q&A at first would also help lessen the load of enquires about the new changes of the shapes.

Living in a techno-social hybrid society, I would recommend asking fans and do intense research with Facebook Polls, Taste test trials on social media before completely changing a loved product.

 Consequently, Arnott’s its intentions were right in trying to please and take on aboard customers’ feedback and request on improving the flavours of the much loves shapes. However, immensely failed during the process and aftermath of the launched of the new and improved range. Resulting in a huge social media fall-out. Arnott’s shapes will always be an Australian favourite savoury biscuit.

Bibliography  

Arnott's Biscuits Limited. (2017). Shapes.  Retrieved from Arnott's : http://www.arnotts.com.au/products/shapes/

Brown, V., & Sullivan , R. (2016, April 13). Arnott’s  changes recipe for Shapes range, and customers are not happy. Retrieved  from news.com.au :  http://www.news.com.au/lifestyle/food/eat/arnotts-changes-recipe-for-shapes-range-and-customers-are-not-happy/news-story/81f99423f3620c8f0d96d09cab276138

Canning , S. (2016, May 5). Arnotts ‘humbled’ but  in for the long haul as furore grows over changes to Shapes recipe.  Retrieved from Mumbrella :  https://mumbrella.com.au/arnotts-in-for-the-long-haul-as-furore-grows-over-changes-to-shapes-recipe-364756

Cassidy, E.(2017). KCB206 Social Media, Self and Society: Week 8 (Lecture). Retrieved from: https://blackboard.qut.edu.au/webapps/blackboard/content/listContent.jsp?course_id=_133419_1&content_id=_6696662_1  

Duncan , J. (2016, April 29). Arnott’s Shapes:  Consumer backlash forces flavour promise. Retrieved from Herald Sun .

Ellis, B. E. (2015, December 8). Bret Easton Ellis  on Living in the Cult of Likability. The New York Times.

Thomsen , S. (2016, September 9 ). Now everyone's  even more suspicious of Arnott's after saying they'll bring back original  flavour pizza Shapes. Retrieved from Business Insider Australia :  https://www.businessinsider.com.au/now-everyones-even-more-suspicious-of-arnotts-after-saying-theyll-bring-back-original-flavour-pizza-shapes-2016-9

[apriljones-1998-blog]

Real Estate for the Real World

Many would agree that social media and the emergence of web 2.0 has impacted and shaped our culture; in ways that people interact, communicate and go about their daily lives. The professional industry of Real Estate has slowly adapted and incorporated the digital trend of social media into the professions practices. The industry of real estate has now realised that social media is a crucial element to their marketing of their business; its apart of our everyday lives. An example of this is from Marverick Strategies, a company who specialise in online solutions for real estate businesses. Marverick Strategies believes in the importance of a social media presence within the real estate industry. As they believe real estate agents needs to be working within web 2.0 rather than against it (Marverick Strategies , 2015). It is a crucial and volatile marketing element of the real estate agent. As competition arises amongst the industry. Businesses and companies like this exist as the industry and real estate agents now see the importance of social media and the impacts it brings to their business and practices.

The Immersion of Identity and Self-formation

The immersion of new media has shaped the identity and self- formation of real estate agents within the industry. This has therefore facilitated change the nature of the relationship between real estate and their clients. Real estate agents are using social media platforms such as Facebook, Instagram, Twitter and LinkedIn to promote themselves. Not only do this markets the work they are doing but this identifies potential and future clients of their identity and self-formation. Discussed in week 3 lectorial “self-work becomes a public performance”.  For example, I have an uncle who owns his own real estate agent called ‘One Agency by Isaac Nguyen. The title itself “by Isaac Nguyen” is the identity chosen to promote himself. This is reflected through his work performance and his social media gaining.

Isaac has used the SST Approach to gain and boost social status, adopting and constructing a persona for his business and himself. Isaac uses social media platforms such as Facebook for social status, LinkedIn for professional contact and YouTube for visibility and attention (One Agency Pty Limited , 2015). From this, clients know who Isaac is as an agent and his work performance by the way social media as shaped his identity and the self-formation that has been created by this. Profile of each social media platform that Isaac uses determine how he wants to present himself to his current, potential and future clients of his self-representation (Boyd, 2011, p. 43). From this example, it therefore shows that the agents are the key players of the industry and not so much the clients. It is all about who is the best and right agent for the client; which clients can access information and get a feel of who the identity of their agent is through the digital form of social media.

It’s all about Media Convergence

Media convergence is a multifaceted concept that involves the combination of the three C’s: computing (digital media and information technologies), communication (networks, artefacts and practices) and content (media and information) (Flew, 2015). Real estate agents’ practices are now shaped by the change in practices of media convergence through social media. It is the techno-social hybridity that real estate agents are now surrounding themselves and their practices in. Techno-social hybridity is the entanglement of technologies, social practices and people (Baym, 2011). An example of this is through a real estate agent website and app called ‘LocalAgentFinder’. The site compares agents in clients’ area whilst having the convenience of displaying their fees and services, allowing clients to choose which independent agent they desire that would fit their situation (LocalAgentFinder, 2017).

This website and app incorporates the media convergence and the techno-social hybridity of technology (web 2.0 and mobile devices) with the social practice of agents listing their fee and services on the site for clients to choose and compare, whilst identifying who the people (real estate agents) clients choose to fit their situation. The practices of real estate agents have been impacted by media convergence through the way they market their practices and work.

In this digital age, we are no longer using print media such as newspapers and magazines to find homes and properties on the market. However, since the emergence of media convergence and digital media; real estate agents find it much simpler to target potential clients through the advertisement and market use through apps, social media platforms and web 2.0.  As previously discussed since the emergence of web 2.0 and social media, it has been identified as the main and prominent form of interaction and communication. The interaction and convenience of opening an app and seeing properties up for sale rather than picking up a property book from the local real estate agent or a newspaper has become less of an action and style for clients and customers.

As seen by how my uncle, Isaac markets and advertise his work is an example of how media convergence is utilised. Isaac markets and advertise new and upcoming properties and homes that have potential to sell at a high price range through the utilisation of digital HD videos which are then uploaded to the One Agency by Isaac Nguyen’s YouTube Channel (One Agency Pty Limited , 2015). This new form of media allows clients to fully view the property rather than just seeing single pictures; that are usually displayed in print media. Media convergence has allowed him to create his own app, which allows clients to browse through properties filtered through the client’s desires. Clients are also able to read testimonies about the agent and their work. Without media convergence and social media Isaac would not have achieved his social status and digital imprint within the real estate industry.

Overall, it has been identified that social media has played a part in the way it has shaped the professional industry of real estate and the way real estate agents practice in society. The conventions of social media have allowed agents to immerse themselves and find self-formation within the utilisation of social media and the utilisation of media convergence playing a part in the shaping of this industry. From the example of my uncle, it is clear show social media has shaped his work practices, through utilising the SST Approach and the utilisation of media convergence and techno-social hybridity within the industry. The industry itself is still adapting and evolving amongst the digital media and continues to further grow in the future.

Works Cited

Baym, N. K. (2011). Personal Connections in the Digital Age. Cambridge: Polity Press.

Boyd, D. (2011). Social Networking Sites as Network Publics. In D. Boyd, & Z. Papacharissi (Ed.), A Networked Self, Identity, Community and Culture on Social Networking Sites (p. 43). New York: Routledge.

Flew, T. (2015). New Media and Convergence. In T. Flew, New Media (p. 5). South Melbourne : Oxford University Press.

LocalAgentFinder. (2017). About LocalAgentFinder. Retrieved March 30, 2017, from LocalAgentFinder: https://www.localagentfinder.com.au/About

Marverick Strategies . (2015). Social networking has taken hold in the marketing world and is poised to once again change how we interact with our customers. Retrieved March 27, 2017, from Marverick Strategies : http://www.maverickstrategies.com.au/services/social-media-marketing-for-real-estate/

One Agency Pty Limited . (2015). One Agency Profile Isaac Nguyen. Retrieved March 27, 2017, from One Agency : http://oneagency.com.au/agent?consultant_id=810

[apriljones-1998-blog]

Lisa who?

Over the past decade’s new media has appeared while older media have evolved; as a result has affected the kinds of information being available and interpreted through society (Foehr, 2004, pp. 3-4). The media landscape is one that is constantly evolving and changing within the industry, many in society worry that traditional forms of media such as newspapers, radio, television and the profession of journalism will become a thing of the past. However, this is not the case successful journalist and TV presenter Lisa Wilkinson has embraced the change enabling the success of her career. Evident through the analyse of her career; the impacts of convergence and globalisation towards her career whilst also her contribution to the fourth estate and public sphere are also highlighted.

Australian Journalist and TV presenter Lisa Wilkinson was born in Wollongong on the 19th of December in 1959. Wilkinson attended Campbeltown Performing Arts High School, bullied throughout High School, she decided after graduating that she would seek opportunities that would challenge her (articlebio, 2015). With no previous experience or formal education in the media industry, Wilkinson found herself answering an ad in the ‘Sydney Morning Herald’ for teen magazine ‘Dolly’ (The Bottom Line, 2012). After two years of success at ‘Dolly’, she became the youngest editor of the magazine company; catching the attention of Australian’s media tycoon Kerry Packer. Packer then launched Wilkinson’s career by offering her an international editorial position at ‘Cleo’. Becoming respectively known for her work, addressing stories beyond previous editors would; from women’s issues to popular culture and other national and international issues (Think Education, 2014). Wilkinson further pursed opportunities within the industry, ongoing to host radio shows in Sydney. It wasn’t until she made the switch to television where Wilkinson’s career was at its peak. First featured on the discussion panel on the program Beauty & The Beast on Foxtel, then later hosting Seven’s Networks The Morning Shift and Weekend Sunrise, before becoming a TV favourite on Channel Nine’s Today Show with Karl Stefanovic in 2007 (The Bottom Line, 2012). 9 years on Wilkinson is still a co-host of Today on nine and now Editor-at-large of HuffPost Australia (Huffington Post , 2015).

Wilkinson’s career as a journalist has been impacted by convergence as the media industry continues to change and evolve; Wilkinson took advantage of this enabling to achieve success in her career. Convergence is the integration of telephony, computing and media (broadcasting) technologies, businesses, markets and social interactions (Hartley, 2011, p. 63). Wilkinson’s presence on the air had not just strengthen her career as a journalist nonetheless also has increase her as a media personality. One of many specific example of convergence of journalism and social interaction was in 2015, where Wilkinson became the MC at the rally for murdered domestic violence victim Allison Baden-Clay (Mamamia News , 2015). Wilkinson stated during her speech “Like so many in the media, on the Today show, we’ve had a very keen interest in this story” (9News, 2015). The Today show gains audiences of almost 300,000 alone, as Wilkinson is at the forefront on this show, she’s able to use her position to raise attentions to important issues. Wilkinson doesn’t just talk the talk during daily interviews but uses her position as a way to make calls for actions on important issues such as through the example of domestic violence (Fox, 2015). Blurring the boundary lines between journalism and social interaction within the community. Additionally, convergence is also evident through Wilkinson’s career as through her interactions through social media platform of twitter and Instagram, to share news and have public discussions with her followers. As Wilkinson first delivered news through print media at Dolly, Cleo and now the Huffington Post, this new platform of delivering news blurs the boundaries lines between social media and news; demonstrating the flexibility of journalists being able to deliver information easily. Wilkinson has gained more than 198 thousand followers on twitter (Twitter, 2016) and 113 thousand followers on Instagram (Instagram, 2016). Clearly showing the success of convergence that has impacted on her career.

Globalisation is a factor that has impacted upon Wilkinson’s career as journalist and TV presenter. It is believed by Terry Flew, author of ‘Understanding Global Media’ is that “Globalisation is best understood as a process rather than an outcome” (Flew, 2007, p. 67), in other words the process in which portraying a positive force unifying different societies through media trends (Jan, 2009). As a TV presenter a key example of this is through Wilkinson’s current job on the Today Show. The breakfast television show does not only deliver the daily news, sport and weather; however also focuses on segments of pop culture and major world events such like the ‘Royal Wedding’ in 2011, where the Wilkinson and the Today Show team travelled to London, broadcasting the event live. Sourcing the news live, whilst expanding the scale of the event and maximising its exposure to the public (Flew, 2007, pp. 67-72). Her travel did not stop there, Wilkinson had also fulfilled any female’s journalist dream of covering the Oscars in LA, whilst also broadcasting the show live from various places such as New York and Disneyland in the U.S. Wilkinson’s audiences is not just Australian’s but also has attracted many different audiences from Americans to the British, increasing her media personality. Wilkinson’s recognition is just not through television but also through her role back in the late 90’s where she was just at the age of 21, becoming the youngest international editor for ‘Cleo’ (articlebio, 2015). Wilkinson’s skills were wanted internationally, however believing the idea of allowing someone to dictate her life was unquestionably out of the picture. Persuading Wilkinson to set up her own international magazine consultancy (Nine Entertainment Corporation , 2016). Globalisation is therefore a key factor that has helped shaped the success of Wilkinson’s career.

Throughout Wilkinson’s career as a journalist, she has certainly contributed to both the fourth estate and public sphere, contributing to the success of her career in journalism and television. The fourth estate is prominently referred to the idea of the press; the term also signifies the formal constitution and genuine political power that resides the relationship between the press and its readers, allowing the media to play a role for public discussions (Hampton, 2009, pp. 3-4). Evidently, Wilkinson’s career has contributed to the role of the fourth estate; as part of being the host of the Today show daily interviews are being presented. In 2016, Wilkinson interview billionaire Clive Palmer, slamming him over his collapse of his mining business leaving 237 workers jobless. Wilkinson continues to challenge Mr Palmer in relations to allegations of making a $6 million donation to the Palmer United Party when the nickel prices were sliding while jobs were on hold (Change, 2016). This sparked news and debate throughout the week. Additionally, she has contributed to the fourth estate by speaking out and addressing the disgrace issue of domestic violence not only within Australia but throughout the whole of society. Addressed through one of the breakfast show’s segments, Wilkinson slammed the movie ‘Fifty Shades of Grey’ by giving the review a 1 star, she then proceeded to explain why in her review she stated “yes, Fifty Shades of Grey is more appalling than appealing. It’s domestic violence dressed up as erotic…” (Wilkinson, 2015). Wilkinson is no stranger to speaking public discussion, evidently demonstrating the concept of public sphere. The public sphere is a metaphorically a virtual space where people can interact, debate and have discussions (McKee, 2005, p. 3). The platform of social media is another avenue that Wilkinson has contributed to this factor, allowing people to share and comment on her posts. As evident throughout Wilkinson’s career as a journalist and TV presenter that she has successfully contributed to the fourth estate and public sphere.  

Lisa Wilkinson’s career is one of many journalists I aspire to follow. Her determination within herself and the way she conducts herself not only as a professional journalist but also a wife, a mother and a role model for young female journalist is one of many aspects that stands out. Mesmerised by how young Wilkinson started her career, gives me hope that one day my calling is out there. As a media personality, Wilkinson prides herself on being a role model for young female journalist, her success in her own career enables her to give advice and guidance on how more young women can enter the profession of journalism. Despite the change in the industry, Wilkinson’s career has taught me that acceptance is the key to success and every opportunity is a blessing and a calling. Her transition from print to television demonstrates the passion to pursue opportunity, and is something in which I must take note once I graduate from QUT. Wilkinson’s willingness to connect with her audience through social media allows her to stand out from most journalist, demonstrating that audience connection and social media are key factors to success in this changing industry. Change within the media industry is unavoidable and Lisa Wilkinson demonstrates that acceptance and embracing it is the key to a successful career.

Upon examination it is seen that change in the media industry is becoming evident, despite that success can still be attained. Lisa Wilkinson’s career demonstrates that adaptation and acceptance are key elements to both factors of convergence and globalisation. In spite of this, although forms of media have transitioned from print to online, Lisa Wilkinson has continued to be a key contributor to the fourth estate and public sphere. It can be evident that Lisa Wilkinson’s career continues to a role model for all aspiring journalists as her success in career has embraced the changes in the industry.

References  

9News, 2015. Lisa Wilkinson delivers impassioned  speech at Allison Baden-Clay rally calling for domestic violence reform. [Online]    Available at: http://www.9news.com.au/national/2015/12/18/14/47/wilkinson-delivers-impassioned-speech-at-baden-clay-rally-calling-for-domestic-violence-reform  [Accessed 28 March 2016].

articlebio, 2015. Lisa  Wilkinson Biography. [Online]  Available at: http://articlebio.com/lisa-wilkinson  [Accessed 17 March 2016].

Change, C., 2016. Lisa  Wilkinson grills Clive Palmer in fiery Today interview. [Online]  Available at: http://www.news.com.au/national/politics/lisa-wilkinson-grills-clive-palmer-in-fiery-today-interview/news-story/5b82acde97e09c50cb155378d834a0fa  [Accessed 28 March 2016].

Flew, T., 2007.  Chapter 3: Globalization and Global Media Corporations. Understanding  global media , 1(1), p. 66.

Foehr, D. F. R. a. U.  G., 2004. The Changing Media Landscape. Kids and Media in America , 1(1),  pp. 3-4.

Fox, A., 2015. Lisa  Wilkinson. [Online]  Available at: http://collectivehub.com/2015/07/lisa-wilkinson/  [Accessed 28 March 2016].

Hampton, M., 2009. The  Routledge Companion to News and Journalism. 1 ed. New York : Routledge.

Hartley, J., 2011. Communication,  Cultural and Media Studies. 4th ed. New York : Routledge.

Huffington Post ,  2015. Lisa Wilkinson. [Online]  Available at: http://www.huffingtonpost.com.au/lisawilkinson/  [Accessed 18 March 2016].

Instagram, 2016. Lisa  Wilkinson. [Online]  Available at: https://www.instagram.com/lisa_wilkinson/?hl=en  [Accessed 20 March 2016].

Jan, M., 2009.  Globalization of Media: Key Issues and Dimensions. 29(1), p. 66.

Mamamia News , 2015. Lisa  Wilkinson delievered a passionate speech at the rally for Allison Baden-Clay.  [Online]  Available at: http://www.mamamia.com.au/lisa-wilkinson-doing-it-for-allison/  [Accessed 28 March 2016].

McKee, A., 2005. The  public spehere: an introduction. 1st ed. Cambridge: Cambridge University  Press.

Nine Entertainment  Corporation , 2016. Today. [Online]  Available at: http://www.9jumpin.com.au/show/today/team/bios/lisa-wilkinson/  [Accessed 20 March 2016].

The Bottom Line,  2012. Lisa Wilkinson. [Online]  Available at: http://www.thebottomlinetv.com.au/leader/lisa-wilkinson/  [Accessed 17 March 2016].

Think Education,  2014. How to find a career you love with Lisa Wilkinson. [Online]  Available at: http://www.think.edu.au/news-and-events/news-and-blog/how-to-find-a-career-you-love-with-lisa-wilkinson  [Accessed 19 March 2016].

Twitter, 2016. Lisa  Wilkinson. [Online]  Available at: https://twitter.com/Lisa_Wilkinson?ref_src=twsrc^google|twcamp^serp|twgr^author  [Accessed 20 March 2016].

Wilkinson, L., 2015. Fifty  Shades of Grey is the worst movie I have ever seen, says Lisa Wilkinson. [Online]    Available at: http://www.news.com.au/entertainment/tv/morning-shows/fifty-shades-of-grey-is-the-worst-movie-i-have-ever-seen-says-lisa-wilkinson/news-story/6d8cc748b8285cd1e420474de3d31d66  [Accessed 28 March 2016].