Mass Media in Social Media Age
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Transcript of Mass Media in Social Media Age
To be Social? Or
To be MainStream?
Mass Media in Social Media Age
Andrew Chow Founded
Ideamart (S) Pte Ltd since 1994 . Ideas & Concepts since 2002
Table For Six since 2008
Education : Thames Valley University, UK
Business Awards
STB Business Award – Most Innovative Marketing Initiative award 2007
Spirit of Enterprise 2008
Successful Entrepreneur 2010
Spirit of Service 2012
Certification : NLP Practitioner & Certified Life Coach
Forte
Life Coaching
Public Relations Strategy
Social Media Strategy
Personal Branding
Professional Affiliation
Approved NCSS Training Provider
WDA ACTA-certified
Asia Professional Speakers - Singapore
Social Media applications to Event Marketing
Outline
The Convergence of Platforms & Channels
The Divergence of Content
The Emergence of Fluid Conversation
The Difference and Dilemma of both Media
Both serving the same purpose
MainStream
Media
Social Media
Introduction
The Convergence of
Platforms & Channels
Digital Technology Rules…
The Convergence of Platforms & Channels
Digital Technology changes the rules of
engagement between brand and customers
The Convergence of Platforms & Channels
The Convergence of Platforms & Channels
Channels are more fluid :
Paid (Advertising)
Earned (Publicity)
Owned (Broadcaster)
Social (Social Media)
The Convergence of Platforms & Channels
Convergence creates many opportunities
for both the Brands and Broadcasters
Convergence creates many opportunities for Brand and Broadcasters
Is it a Print or a Gadget?
Convergence creates many opportunities for Brand and Broadcasters
Is it a Radio or a PC/Mobile?
Convergence creates many opportunities for Brand and Broadcasters
Is it a Billboard or TV?
Convergence creates many opportunities for Brand and Broadcasters
Is it a TV or Internet?
Convergence creates many opportunities for Brand and Broadcasters
Is it a Mobile or Desktop?
The Divergence of
User Content
Key Points on Divergence
Channel doesn’t matter to customer.
Content does.
Content isn’t limited by channel boundary.
Brand shouldn’t be either.
Challenge : How we use media to interact
with others in a world with no silos?
The divergence of User content
News according to mainstream media
Stories and Angles
• New
• Unusual
• Current
• Local
• Abnormal
• Sensational
• Insights
• Socially impactful
The divergence of User content
Content on Social Media
Main stream media too?
Curiosity
Content on Social Media
Content that reveals
SECRET
Motivation
Content on Social Media
Content that remind us that
Dreams can come true
Against All Odds
Content on Social Media
Content about
David beating Goliath
Small is Beautiful. Big is Advantage
Content on Social Media
Content that reminds us that
what we do matters
Affirmation
Content on Social Media
Contents that confirms our assumption
Sensationalism
Content on Social Media
Content that has unexpected twists
Feel Good Story
Content on Social Media
Content that tells us
a great story
New Discovery
Content on Social Media
Content that challenges
our assumption
Transformation
Content on Social Media
Content that
Inspires us to action
New News
How this affect the News on Mainstream media
Viral stories on social media makes it on
mainstream news
New News
Feedback from Facebook fans becomes
“key comments”
New News
Feedback from Facebook fans becomes
“key comments”
Conclusion : 19 July 2012
New News
Insider Stories
New News
Singapore General Election 2011
Results were “suggested” by Twitter
before the Returning Officer’s announcement
&
Updates on Social Media platforms are
reported
The Emergence of
Fluid Conversation
Content is King, Conversation is Queen
Basic Rules
Be Social, not just Professional
Be Personable, but never Personal
Be Transparency, yet Discreet
Share more, Sell Less (Sell by Sharing)
The Emergence of Fluid Conversation
New Rules
Listen First, Talk Later
The Emergence of Fluid Conversation
Lesson : Social Media Fire must be put out by social media water
New Rules
Saying something is better saying nothing
The Emergence of Fluid Conversation
Lesson : Be Open and Transparent, People will forgive quickly
New Rules
Begins with one topic, ends with another
The Emergence of Fluid Conversation
Lesson : User generated content is most interesting!
New Rules
Focus on Having Fun, not gathering Fans
The Emergence of Fluid Conversation
Lesson : Speak like your Brand! Live up to its Personality
New Possibilities
Fluid conversation produces Crowd Sourcing
Crowd sourcing leads to Conversion
Conversion leads to Community Advocate
Community Advocate produces more Fluid
Conversation
The Emergence of Fluid Conversation
The Difference and
Dilemma of Both Media
Social & Main Stream
Differences
Criteria
Mass Media Social Media
Power Pitching
Spinning
Reporting
Interviewing
Engaging
Conversation
Sharing
Discussion
Influence Press conference
Campaign
Authority
Advertising
Social networking
Collaboration/Feedback
Authenticity
Advocate
Reach News
Circulation
Database
Crisis management
User-generated content
Viral
Network
Brand building
The Difference and Dilemma of Both Media
Differences
Criteria
Mass Media Social Media
Power Pitching
Spinning
Reporting
Interviewing
Engaging
Conversation
Sharing
Discussion
Influence Press conference
Campaign
Authority
Advertising
Social networking
Collaboration/Feedback
Authenticity
Advocate
Reach News
Circulation
Database
Crisis management
User-generated content
Viral
Network
Brand building
The Difference and Dilemma of Both Media
Differences
Criteria
Mass Media Social Media
Power Pitching
Spinning
Reporting
Interviewing
Engaging
Conversation
Sharing
Discussion
Influence Press conference
Campaign
Authority
Advertising
Social networking
Collaboration/Feedback
Authenticity
Advocate
Reach News
Circulation
Database
Crisis management
User-generated content
Viral
Network
Brand building
The Difference and Dilemma of Both Media
Dilemma
Mass Media needs more LIVE social engagement
without losing authority
Social Media platform DJ for comments from Radio shows?
Social Media feeds on Live TV Program?
Is viewership/listenership more important than
social fan club?
Database/Lead generation for mainstream media?
Social Media needs broadcasting platform to
become more mainstream
Facebook TV / Linkedin TV Channels?
Is Facebook a mass media if it has 1,000,000,000 members?
The Difference and Dilemma of Both Media
Dilemma
Main stream media to offer Social Copyright for
social rebroadcasting?
Advertising 2.0?
Exposure and Fan Acquisition through QR Code
The Difference and Dilemma of Both Media
New Media challengers
The Difference and Dilemma of Both Media
Omy.sg (Mainstream with
bloggers community, social media
& Event Management)
New Media challengers
The Difference and Dilemma of Both Media
Social Broadcaster
IN 988 – Radio with live footage
& chat with viewers/listeners
New Media challengers
The Difference and Dilemma of Both Media
Social Streaming is now possible
Conclusion:
Main Stream Media and Social Media can
Co-Exist!
Main Stream Media
&
Social Media
Who is Who?
Main stream media and Social Media is an odd couple
Shoots his mouth off
(objective Reporting) Has the last word
(Subjective Opinion) Likes Hard News
Likes Soft News Moving eyes for
Next Big News
See News in its
Entirety
Key Learning Points
Main stream media has the authority while social
media enjoys the authenticity.
So how can main stream media be more authentic?
Main stream needs to embrace the social elements of
social media.
So how can Social Broadcasting add value to Broadcasting
business?
Social media needs to create the critical mass in order
to be viable
So how can broadcasters convert viewership and listenership
into a fan club?
Questions and Answers
Andrew Chow a.k.a Ideasandrew
More than 250 interviews/feature in 6 years from local / International media
Social Networking
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http://www.facebook.com/#!/AndrewChowKokWah
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Social Collaboration
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Meet up - http://www.meetup.com/members/11966314/