Situational marketing: a weapon of SMM specialists. Read on Cossa.ru

All people react to situations that pose a threat or have an unknown outcome. In addition, each person has an individual level of nervous excitability. These reactions are referred to in psychology as situational anxiety and personal anxiety. These phenomena are closely interrelated with each other, but have significant differences.

Anxiety concept

The tendency to experience intense tension over minor issues is called anxiety. This psychological uniqueness of personality temperament has individual traits for each person. The phenomenon under consideration can also be defined as follows - a situational state of emotional tension that actively influences behavior and well-being.

Psychologists are inclined to believe that anxiety is partly acquired, partly congenital in nature. This feature of temperament is formed due to a combination of:

genetic characteristics;
internal conflicts of an evaluative nature;
incorrect actions of parents, educators, teachers.

A number of researchers believe that the reason for the formation of psychological characteristics lies in previously experienced relationships with unfavorable experiences.

Promotion

Have you written a potentially popular post? Great, but as with all viral content, you need to let your audience know about its existence. So to speak, prepare the ground for a viral effect.

Opinion leaders

Use media personalities both within and outside your team. At the first stage, try to do without paid placements.

Publish content in communities with opinion leaders;
Repost, tagging opinion leaders;
Leave a comment on the posts of opinion leaders;
Write to them in private messages (if you know each other).

Journalists

They need an information feed. Fortunately, an example of good situational content is news in itself. Remember the Zippo incident, when a security official used a famous brand lighter to light the Olympic flame. A photo of this event was promptly published by the Zippo agency on social networks, and this became a news item for the media.

Share your creative with a journalist on social networks;
Inspire him to produce full-fledged material;
Help him find content for the material.

An ideal tool for the mass market. An opportunity to interact with those who usually ignore advertising messages and do not join brand communities. Use the news feed as an idea for TGB. CPC and CPA will delight you on this day!

R&I turned the eclipse into a big PR campaign for Ax

Types of anxiety states

There are 2 types of anxiety:

Personal (LT) or active (AT).
Situational (ST) or reactive (RT).

The concept of normal anxiety (NT) is also distinguished. This is a person's stress level based on experience. The NT mechanism is aimed at timely mobilization of body systems in the event of the onset of unfavorable conditions. NT is considered a natural trait that is common to all mentally healthy people.

A reaction that goes beyond the norm is expressed in the disorganizational impact on the personality of potential unfavorable developments. A person becomes helpless, unsure of his abilities, his behavior loses its semantic purpose, and his activity decreases.

The level of anxiety depends on the following factors:

individual psychological characteristics;
predisposition of the psyche to experiences;
previous experience;
features of the cultural and social environment.

The terms active and reactive anxiety are used in psychology to determine the degree of involvement of an individual in ongoing events. RT provides a characteristic of reactivity, i.e., it allows one to assess the involvement and immersion of personality traits in ongoing internal and external processes.

AT allows you to assess the activity of an individual in the formation of character traits. This is one of the signs of the type of temperament (sanguine, melancholic, phlegmatic, choleric).

Situational nature of children's speech

One of the general patterns of child mental development, described by L.S. Vygotsky, lies in the situational nature of children’s speech, in the child’s initial focus on the situation of reality that is relevant to him, and the inability, until a certain age, to construct statements that contradict the perceived situation. This pattern of mental development of a child is reflected in his speech ontogenesis. For example, when developing temporal representations, it is necessary to take into account that their orientation center can be not only the speaker himself at the moment of speech, but also another person who determines temporal relations (A.V. Bondarenko, 2002). Consequently, the establishment of temporal relations can be realized not only as a correlation of the time of action with the moment of the speaker’s speech, but also as a correlation with some other moment that serves as a starting point for temporal relations (A.V. Bondarenko, 1981). For the child, the initial starting point for localizing the action in time is precisely the moment of speech (“the speaker at the moment of his speech”), i.e. the situation of reality that is relevant to him. The coordinate system initially used by the child for orientation in space and time can be defined as “I - here - now” (K. Bühler, 1993).

It is important to consider the following key principles of a child’s speech development.

1. The child’s independent construction of his own language system with a significant degree of creative activity.

2. The huge role of the so-called “input”, i.e. the speech material that the child processes. This material is supplied at an early stage, primarily by the mother, and the success of the child’s acquisition of the native language is largely determined by the characteristics of her speech behavior in relation to the child.

The role of the mother in teaching the child language is undeniable, although she is often not fully aware of it. Intuition, which, as a rule, is endowed with any mother, allows her to best help her child in learning the language.

3. The huge role of dialogical unity in communication “adult - child” and “child - child” in speech and mental development.

4. It is impossible to study a child’s speech development without analyzing his substantive and practical activities, which are served by language.

5. The inseparability of a child’s speech development with his cognitive development, and this connection is bidirectional - a child can carry out certain cognitive operations in the early stages of development regardless of whether he has mastered linguistic categories and units associated with a given phenomenon (for example, children are able to distinguish color and shape of objects even before the speech stage). However, when appropriate language structures begin to emerge, language development in turn begins to have a significant impact on cognitive development.
01.01.2012

Features of situational anxiety

A temporary, typical state of mental tension, expressed in a reaction to a specific threat, is called situational anxiety. It affects human reactions:

You get stuck in negative experiences.
There is a constant feeling of guilt and unfulfilled debt.
There is an exaggerated experience of relatively minor everyday problems.
Indecision is clearly evident.
Low self-esteem is formed.
There is a feeling of constant anxiety, uncertainty about the future.

Which online stores can use situational marketing?

In principle - absolutely everything. Ideally, those whose topics coincide with the topic of the news and whose audience may be interested in creative advertising.

Let's take, say, the most relevant event at the moment - the World Cup. If you sell sporting goods, you have the cards in your hands, completely reaching your target audience. Jokes about victories and losses of Russians, local jokes known only to fans - all this can be used for advertising. Just pick a funny picture, write some text and provide a link to the card of the product you need to sell.

If you have an online store of auto parts, add stickers for cars to your assortment, create an entertaining post on social networks about how only a working car can drive around all the cities of the World Cup - there are a lot of options.

Let's take another news feed that will touch the souls of many people. This is an increase in the retirement age in Russia. If you sell youth products, such advertising will most likely be useless. The audience is not the same: teenagers and young people are far from the problems of pensioners. But if you have an online store of household goods, an online pharmacy, you already have that same grateful audience that will accept situational marketing with a bang.

Features of personal anxiety

This phenomenon serves as a stable character trait of a person. Personal anxiety is an emotional reaction caused by an unreal situation, but imagined by a person, expecting danger from the possible consequences of events, a premonition of a possible failure, an imaginary threat.

The specific situation for each person causes different emotional reactions. Some people will see meanings and meanings sufficient for strong LT. Others, in a similar situation, will be absolutely calm; for them, the event does not seem to go beyond normal limits.

PT is characterized by the perception of an objectively safe event as threatening and dangerous.

Reasons for LT:

Internal traumatic situation.
Emotional breakdown.
Psychosomatic illness.

Personal anxiety manifests itself in the following negative attitudes:

low emotional stability;
insufficient degree of adaptation to society;
low level of activity;
lack of determination in achieving success, lack of faith in one’s own strengths;
concern about the consequences of one's actions;
expectation of failures and failures, resulting in excessive precautions.

LT also has its positive signs. People with such temperamental characteristics are obligatory and dutiful. They approach their duties carefully and responsibly, constantly doubt and double-check what they have done, which reduces the likelihood of mistakes.

What is situational or situational marketing

It is a company or brand's reaction to world events that is used to promote products. As they said before - on the topic of the day. That is, not just an opinion, not thoughts about whether it is good or bad, but a targeted marketing event aimed at promoting an online store, selling goods and making a profit.

Anything can be a reason for situational marketing. The long-awaited premiere of a film, an event of global or Russian scale, even a new Internet meme - everything goes into action. Remember how Leonardo DiCaprio still couldn't win an Oscar? The online store used this news feed to promote its product—small fake figurines.

Most often this is content with a touch of irony or outright entertaining. You can be serious at any normal time, but think about your clients: they want to relax too. Give them this opportunity, joke about the topic of the day together! Companies actively use memes, demotivators, funny pictures and jokes that circulate on the Internet. It is clear that this is mainly published on social networks - there is a more lively and receptive audience there.

Why situational marketing is needed:

draw attention to products;
announce an important event: the beginning of discounts, promotions, sales;
increase the loyalty of the target audience, gaining their trust;
increase brand awareness and strengthen the reputation of a modern company;
develop your own style.

Relationships and differences

The main difference between ST and LT is that:

the first manifestation is an objective reaction to a specific event;
the second manifestation is a subjective state that influences decision-making and behavioral strategy, which may not correspond to the real scale of the threat.

In simple terms, situational anxiety implies general patterns of development of reactions to various events and situations, and LT determines the individual characteristics of people’s reactions to the same events. Both phenomena are closely interrelated and psychologists consider them interconnected.

Personal anxiety develops from situational anxiety, when a person frequently encounters it. It often manifests itself as situational anxiety. For this reason, when eliminating manifestations of anxiety, the degree of personal and situational manifestations must be assessed.

Definition

Creating situational content is the actions of the SMM team aimed at using the current news feed in commercial communications. A classic example is the Oreo Blackout tweet: during the 2013 Super Bowl, half the stadium was plunged into darkness and the game was stopped until the electricity was sorted out. Meanwhile, the public moved to Twitter, where the main discussion of what happened took place. At this time, Oreo's SMM managers managed to come up with creative for the brand and publish it on Twitter, so that this tweet ended up on the pages of publications such as Mashable and Forbes. Not being a sponsor of the event, they showed an example of a non-trivial approach, which, moreover, cannot be undermined from a legal point of view.

The main rule of situational content: whoever was the first to play with the news feed in an original way collected the most likes.

The famous dress is one of the most striking foreign sources of situational content

Recommendations for combating anxiety

The level of CT and LT is calculated using the Spielberg-Khanin psychological test. A person answers 40 questions (20 questions each to determine the LT and RT scales). Based on the test results, the degree of anxiety is determined.

The test is actively used not only in psychology, it is excellent for self-analysis. The results allow you to assess the condition. Based on the results, recommendations for personal development are formed.

With a high degree of ST and LT in a specific situation, it is necessary to reduce the subjective significance of an event or task, that is, the significance of the action and its result for a person. The emphasis shifts to creating a sense of confidence in success, focusing on detailed thinking through actions to complete the task. With a low degree of ST and LT, attention should be focused on the sense of responsibility and possible consequences.

Planning

Many agencies work with clients on SMM on an ongoing basis, account managers are busy solving current problems, and creativity is lost in brainstorms. Nobody has time for proactive projects. This trick will not work in situational content: here and now you need to find free time from several specialists.

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Ideally, a digital agency needs to involve five people in the project.

1. SMM manager; 2. Copywriter; 3. Designer; 4. Head of the SMM department; 5. Account manager.

Of course, there are universal soldiers: they will write text, draw graphics, approve the material with the client, post a post on social networks, and even distribute it. In any case, what is important is not the number of specialists in the chain of situational content, but the quality of the final material.

How to ensure it? If you introduce situational content at the approach level, it will change your corporate culture: it will force you to think quickly, show initiative and take responsibility for the result.

What does it take to respond as quickly as possible?

Team flexibility
- allows you to generate content in the absence of managers.

Quick creativity
- it should take a minimum amount of time to come up with and implement it.

Approval of posts in real time
- no matter where you are, you will always find a client and approve the content with him or, having provided for possible force majeure, find another person on the client’s team who will give your ideas the green light.

JAMI post for Olmeca Russia

Situational psychotherapy

Situational psychotherapy is a quick way to help a person relieve emotional stress and negative experiences. Situational psychotherapy is used both in the practical work of a psychologist and in everyday human interaction.

Situational psychotherapy is a very common thing in everyday life. An appropriate gentle joke, a distraction, a chance to talk things out and other options for emotional response, emotional switching, involvement in something interesting and attractive, just giving flowers or ice cream - all this helps a person get out of grievances, soften mental pain, get rid of anger, overcome frustration and other negative experiences. See→

In practical psychology, situational psychotherapy is a quick psychotherapeutic assistance that relieves the severity of the situation for clients who are in the position of the Victim. As a rule, it all starts with the simplest things: listening, allowing the client to speak out, pouring out his soul, freeing himself from difficult experiences. Next may be working with fears, switching attention to the positive, positive suggestions.

When is situational psychotherapy appropriate and necessary? An emotional young lady has come to you with her feelings sorted out. There is a lot of internal tension, so you want to cry, but it is very difficult to turn on your head. I’m not inclined towards realism; I’m more accustomed to lying or making things up, either to myself or to others. Behind this lies distrust, that is, fears, the inability to endure at least some kind of mental pain and a long-standing habit and tendency to the position of a Parasite. Is it possible to counsel in this situation by appealing to her mind? - Probably not, it’s premature. At this stage, operational psychotherapy is more appropriate: to listen, to bring you to your senses, to relax, to reconfigure at least some trust in yourself, in you and in life.

The situation may be different: a difficult moment in the consultation, when the client falls into the position of the Victim. For example, during the consultation process, it turned out that a completely reasonable and responsible woman loses her mind and control over herself when she worries about the lives of her children. "Where are they? What if something happens to them? The consultant may decide to work with the fear of death of loved ones, but this topic is usually associated with many deep-seated fears and pain points, and in this case, this moment of rational consultation can be carried out in the form of operational psychotherapy, with relaxation and meditative text.

Sometimes you can encounter the client’s scripted expectations, namely, some clients are convinced that a “real” psychological consultation must necessarily include procedures for “deep psychotherapeutic work.” If the situation allows this, it is more in line with the general work and the client is willing to pay for it, then this can be briefly provided to the client.

What's next?

The client will receive situational assistance, the client will feel better. Whether after this, for example, an emotional young lady will want to work further, to understand herself and life from the position of the Author, whether she will be able to somehow stably raise her to this position is another question. If possible, you can then work in the style of reasonable psychological consultation. If the client is not held in the position of the Author, and there is a request for further work (or can be formed), then it can take place in the form of psychotherapeutic counseling, where a systemic restoration of the client’s mental health is carried out.

Situational tasks. Application of situational tasks, educational and methodological material on the topic

Slide 1

Situational tasks Goryachev Alexander Vladimirovich [email protected]

Slide 2

What is a situational task? A task based on a problematic situation of a pedagogical nature, that is, a set of conditions that are specifically set by the teacher. At the end of the task, a question is necessarily posed or a proposal is made to complete some task. Solving a problem: answering a question or completing a proposed task is achieving the goal.

Slide 3

Examples of situational tasks Situation Dragons have appeared in your country. They don't eat anyone, but they behave very impolitely. They make a lot of noise, smoke and other disturbances. Your role is the King of a magical land. Task Come up with rules of good behavior for dragons and arrange them to hang in the main square of the city.

Slide 4

Examples of situational tasks Situation In front of you are two externally identical computers, moreover, inside they have all the same parts. But you can make cartoons on one computer, but you won’t be able to make cartoons on the second, but you can make plans for houses and apartments, which in turn won’t work on the first computer. Could this be the case, and if so, why? Guiding question: how can two computers consisting of absolutely identical devices and parts differ? Answer: These computers have different programs. The teacher asks the children what they think will be the main question of the lesson? After listening to several answer options, you can compare them with the author’s. Author's version: “What types of computer programs are there?”

Slide 5

The competency-based approach The competency-based approach is an approach that focuses on the result of education, and the result of education is not the sum of acquired information, but a person’s ability to act in various problem situations. From the perspective of the competency-based approach, the level of education is determined by the ability to solve problems of varying complexity based on existing knowledge, i.e., without denying the role of knowledge, focus on the ability to use the acquired knowledge. You can read the materials of Andrei Viktorovich Khutorskoy in more detail. For example, the report “Definition of general subject content and key competencies as a characteristic of a new approach to the design of educational standards” www.eidos.ru/journal/2002/0423.htm

Slide 6

Application of situational tasks Situation Directly in the text or with the help of leading questions Question Problem Task Research question The main question of the lesson Problem-based and dialogical learning Project goal - solving a problem Project goal - holding an event Project goal - creating products Mastering technologies Reinforcing material

Slide 7

Problem-based dialogue learning For lessons in natural science and social studies, the most typical is a problem situation with the simultaneous presentation of two contradictory facts (theories, opinions), after which the teacher pronounces the following lines of stimulating dialogue: “What surprised you? What contradiction is there? What question arises? For Russian language and mathematics lessons, a more typical problem situation is the presentation of a practical task based on new material (write or solve something that we will study only today). True, in Russian language lessons, students can complete such tasks, but in different ways, so a problematic situation arises with a difference of opinions and the stimulating dialogue sounds like this: “Was there one task? How did you accomplish it? Why were there different options? What don't we know yet? In mathematics classes, students usually cannot complete assignments that involve new material. A problematic situation with difficulty arises, and therefore the dialogue will be different: “Were you able to complete the task? No? What's the problem? How is this task different from the previous ones?” https://pdo-mel.ru/

Slide 8

Creation of electronic educational resources based on situational tasks Maximum use of multimedia in presenting the situation to students Creation of interactive didactic tasks (“Divide the cargo equally between the ships”) Presentation of information objects as an integral part of the situation Minimum Presentation of the situation using a presentation Receiving an answer in the form of an information object

Slide 9

Open sources of situational tasks Textbooks from developmental education systems dropped out of the new federal list of textbooks. The Zankov System, the educational system “School 2100” Situational tasks are actively used in developmental education systems. Why should good things go to waste?

Slide 10

In the bins of the educational system "School 2100" Description of lessons built using problem-dialogical technology On the School2100.ru website in the "Download" section - scientific and methodological collections On the School2100.ru website in the "Lesson notes" section On the School2100.ru website in section “For teachers - Teacher’s piggy bank” (presentations) The presentation of situations can be taken from textbooks (scan)

Slide 11

In the bins of the educational system “School 2100” Mastering ICT tools based on situational tasks Textbook “My tool is a computer”

Slide 12

In the bins of the educational system “School 2100” Type of tasks “Life tasks”

Slide 13

Slide 14

Electronic educational resources based on situational tasks Multimedia introduction to the situation (informative or motivating) Use of information objects (documents, diagrams, tables, maps) when describing the details of the situation Obtaining the result of solving a situational task in the form of an information object