Your SlideShare is downloading. ×
0
Media Landscape in 2012       Navigating in the Era of Content                Walter Jennings, PartnerPacific Conferences ...
Today’s Agenda Overview of the changing media landscape The rise and rise of social media:  Riding the social media wave...
Where do we start?
“For my one year old daughter, a magazineis an iPad that does not work.”
It’s Not Just Baby. “Most consumers never really warmed up to the experience of reading text on a computer screen. Tablets...
The King is Dead? “Circulation of print newspapers continues to plummet, and we believe that the only print newspapers tha...
Frontline Australia:Restructuring at Fairfax Media Sydney Morning Herald,  The Melbourne Age & Canberra Times 1,900 job ...
Meanwhile, News from News   Splitting broadcast and newspaper businesses   Realise greater value for entertainment asset...
Peripheral Collateral  “Globally we see a worst-case scenario of a 25%  reduction in paper demand for newspapers,  magazin...
Contributing Factors   Demographics of aging readers   Growth of tablets = better reader experience   Unlimited access ...
Rapid Uptake of New Technologies                                                      That‟s 91 iPads       In Q2 2012 ear...
Don’t Change the Channel!
Some Magic Left?   Newspapers are Rupert Murdoch‟s heritage    “News Corp Publishing shouldnt be glossed over    as an in...
On this Side of the World   Increased newspaper circulation    – Africa, Asia & South America   World‟s largest newspape...
Prognosis?Many will fall; Some will riseWinners                          Losers   “Blended” print and online      Broads...
Today’s Agenda Overview of the changing media landscape The rise and rise of social media:  Riding the social media wave...
“the largest increase in expressivecapability in human history.”                           - Clay Shirky, Author
publishers formerly known as audiencemany to many
“   in a connected world, power shifts      to those best able to connect.                            Dov Seidman   ”
informbuild a culture                               educatehonesty only policy                                  repeatiden...
how to listensocial media monitoring
registeroutreach basicsstart small                       connectbe consistent                    find your voicecreate a u...
to makebuilding alliescreate relationships                             friendsknow who is who              be a friendconv...
understandmilestoneslink to business plan                        measure                           evaluatemeasure engagem...
it helps us connect
Today’s Agenda Overview of the changing media landscape The rise and rise of social media:  Riding the social media wave...
IT’S    ALL  ABOUTCONTENT
Paid       Free
UserGenerated
Meet Tavi Gevinson   Born 1996   Blogger from age 11   Editor-In-Chief of    Rookie Mag   Invited by Vogue to    New Y...
Blogger RelationsDo                                   Don’t    Research your industry             Email a press release ...
Ways to a Blogger’s Heart   Re-Tweet their stories to your followers   Build a relationship – not a transaction   Carry...
Today’s Agenda Overview of the changing media landscape The rise and rise of social media:  Riding the social media wave...
Don’t Change the Channel!
Red Cross volunteer mistook her personal and company Twitter accounts. #gettingslizzerd a worldwide trending topic.it pays...
“80,000 „hand raisers‟ asked to be kept up to date on the U.S. launch of the Ford Fiesta. Of those, 97 percent did not own...
“A study done at HP Labs that showed how Twitter can predict box office revenue - not just popularity - with 97.3% accurac...
Where do we start?
Chrysler’s social media agency of record had adedicated Twitter writer.He’s no longer with the firm. don’t Tweet and drive...
Friday night pizza led to Saturday morning Twittersensation. By Monday it was reported in newspapersaround the world. And ...
Molly Katchpole is a 22 year old unemployed college graduate. Her petition against a $5 monthly charge for an ATM card gat...
True confession but im in one of those townswhere I scratch my head and say “I would die if Ihad to live here!”           ...
act now meansact now          Insert image in this space                                       44
Do’s and Don’tsDo                                Don’t    Know what‟s said about you      Believe it will go away    Pr...
Today’s Agenda Overview of the changing media landscape The rise and rise of social media:  Riding the social media wave...
“If you don‟t likechange,       you‟re going to likeirrelevanceeven less.”General Eric Shineski,Retired Chief of Staff, U....
thanks.                                    i‟m                              blogging                                  this...
Media landscape in 2012
Media landscape in 2012
Upcoming SlideShare
Loading in...5
×

Media landscape in 2012

3,022

Published on

Published in: Business, News & Politics
1 Comment
2 Likes
Statistics
Notes
  • hi... it;s vewy nice ppt. could u share me this.. on my private mail..
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total Views
3,022
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
61
Comments
1
Likes
2
Embeds 0
No embeds

No notes for slide
  • In 2009, Ford spent roughly one-quarter of its marketing dollars on digital and social media. This was more than double the amount spent by its competitors. Ford was clearly out front in the social networking arena, and its efforts paid rich dividends. As Ford's chief marketing executive, James Farley, put it: "If you are trying to communicate, as we are, that you have been reinventing the company, you can't just say it. You have to get the people to say it to each other."Say it they did! They posted 11,000 videos, 15,000 Twitter messages, and over 11 million social networking impressions as part of an American Ford Fiesta prelaunch social media campaign called the Fiesta Movement.The results were remarkable: 4.5 million YouTube views, 3.5 million Twitter impressions, and 80,000 "hand raisers" who asked to be kept up to date on the U.S. launch of the Ford Fiesta. Of those hand raisers, 97 percent did not own a Ford vehicle.
  • “HP Labs released a report entitled Predicting the Future with Social Media. This report was released on April 9, 2010
  • Papa John’s has apologized after an employee typed a racial slur on a receipt to a customer Friday at one of its locations in New York City.Minhee Cho posted an image of the receipt on Twitter, which called her “lady chinky eyes.”“Hey @PapaJohns just FYI my name isn’t ‘lady chinky eyes,’” Cho tweeted.The image went viral, and many tweeted complaints to Papa John’s, such as “Your employees are your brand.”Papa John’s replied to many complaints via Twitter, noting that the employee was being fired.“We are very upset by recent receipt issue in New York & sincerely apologize to our customer. Franchise employee involved is being terminated,” Papa John’s tweeted.
  • Papa John’s has apologized after an employee typed a racial slur on a receipt to a customer Friday at one of its locations in New York City.Minhee Cho posted an image of the receipt on Twitter, which called her “lady chinky eyes.”“Hey @PapaJohns just FYI my name isn’t ‘lady chinky eyes,’” Cho tweeted.The image went viral, and many tweeted complaints to Papa John’s, such as “Your employees are your brand.”Papa John’s replied to many complaints via Twitter, noting that the employee was being fired.“We are very upset by recent receipt issue in New York & sincerely apologize to our customer. Franchise employee involved is being terminated,” Papa John’s tweeted.
  • Molly Katchpole just graduated from the Roger Williams University in Rhode Island this spring, and is working two part-time jobs in Washington DC to make ends meet. So when she heard that Bank of America was going to levy a monthly $5 debit card use fee on her, and all of their other customers that don't have a mortgage and/or $20,000 in the bank, she got angry. And that anger lead to her starting a petition on change.org.Read more: http://articles.businessinsider.com/2011-10-31/wall_street/30341269_1_debit-bank-of-america-customers-petition#ixzz1jE3dgdbiAnd then that petition got her over 300,000 signatures in only a few weeks. Her letter is below if you'd like to read it.Katchpole didn't stop there. When her petition started gaining traction (about 195,000 signatures) only a week or so after it was posted, she went to her local Bank of America with her petition in hand and closed her account. She also cut up her debit card on camera and moved her money to a credit union. As you probably know, Bank of America now says that it will "redefine" their fee structure so that most customers don't have to pay. Meanwhile, JPMorgan Chase and Wells Fargo have said that they will not levy fees of their own, as they had previously announced they were considering.It's up to you whether or not you believe Katchpole's petition had anything to do with it, but we think that, combined with all the media attention it got, it likely factored in to these decisions.And why wouldn't it? The comments left on the petition were left by Bank of America customers from all walks of life — from young people like Katchpole, to older people who have had their bank accounts for decades."I consider it a victory," Katchpole told us this weekend. "It's the middle class of America that's keeping this country running. If they can't spend money, or feel like they have a voice, then things are going to go wrong."She says that her activism isn't an official part of Occupy Wall Street, or any other organization. It's just for anyone upset about bank bailouts and big Wall Street bonuses.Read more: http://articles.businessinsider.com/2011-10-31/wall_street/30341269_1_debit-bank-of-america-customers-petition#ixzz1jE3XJXNN
  • Papa John’s has apologized after an employee typed a racial slur on a receipt to a customer Friday at one of its locations in New York City.Minhee Cho posted an image of the receipt on Twitter, which called her “lady chinky eyes.”“Hey @PapaJohns just FYI my name isn’t ‘lady chinky eyes,’” Cho tweeted.The image went viral, and many tweeted complaints to Papa John’s, such as “Your employees are your brand.”Papa John’s replied to many complaints via Twitter, noting that the employee was being fired.“We are very upset by recent receipt issue in New York & sincerely apologize to our customer. Franchise employee involved is being terminated,” Papa John’s tweeted.
  • From WallyDownUndy on 10 January 2012:Last week a Hong Kong couple tried to take photographs in front of the Dolce & Gabbana store in Harbour City mall on Canton Road in Tsim Sha Tsui. Details are sketchy, but a security guard and a sales person stopped them from photographing. It was stated that Mainland tourists can take photos but not Hong Kong locals. The man posted this on Facebook and his comments were flagged by local newspaper Apple Daily (circulation 280,000 - thanks Sunny!).The next day, this tabloid newspaper sent a photographer - who was also sent away. Again it was explained that local Hong Kongers couldn’t take photographs, while Mainland tourists could. This was too good a story for Apple Daily to pass up. According to Wikipedia, this mix of fashion and controversy is tailor made:“Apple Daily’s popularity as Hong Kong’s second best selling newspaper, according to AC Nielsen, is derived from its concentration on celebrity coverage, brash news style, sensationalist news reportage and its anti-government political positions.” (Source: Wikipedia)From the coverage in Apple Daily, the issue escalated through social media. It appears the discrimination by a luxury retailer became a political issue, as some fear preferential treatment of Mainlanders means local rights are being overlooked. Others protest the power of large scale brands.On Sunday a protest was held where over a thousand attended. Throngs blocked the entrance to the store. All carried cameras.In response Dolce & Gabbana issued a statement denying their staff made the comments. No apology was offered. Yesterday, inflammatory remarks attributed to a D&G salesperson were widely circulated on-line. then reprinted in today’s mainstream newspapers. The South China Morning Post reprinted her accusations:Woman claiming to be Dolce & Gabbana employee calls protesters ignorantShe used other terms - apparently labelling the protesters “mentally retarded” (see article above).This is a classic example of a crisis that is spiralling out of control. In the absence of clarity from Dolce & Gabbana the on-line and mainstream media are making the news. In response the company needs to come out publicly and address these issues before the press. A large-scale media conference could prove unruly. But a series of in-person interviews offer a better opportunity to get the message across.And first and foremost, this needs to start with an apology - whether it’s over the misunderstanding, the way the issues has escalated unreasonably, or the initial comments themselves. If not, D&G risks long-term brand damage.What should have been a “one day wonder” is turning into another week of front page headlines.
  • www.changemakers.org/index.php?s=2
  • Transcript of "Media landscape in 2012"

    1. 1. Media Landscape in 2012 Navigating in the Era of Content Walter Jennings, PartnerPacific Conferences | Singapore & Hong Kong | July 2012
    2. 2. Today’s Agenda Overview of the changing media landscape The rise and rise of social media: Riding the social media wave for greater reach & engagement The Era of Content: How to harness paid, free and user- generated content to gain greater attention Do‟s and Don‟ts of brand preservation in the age of conversation
    3. 3. Where do we start?
    4. 4. “For my one year old daughter, a magazineis an iPad that does not work.”
    5. 5. It’s Not Just Baby. “Most consumers never really warmed up to the experience of reading text on a computer screen. Tablets, however, have changed the situation; many users consider reading on a tablet just as pleasant, if not more so, than reading print materials.”Alex Bhak, Partner, Bain & Company(Source: Rethink 2011, Volume 2, by Stora Enso)
    6. 6. The King is Dead? “Circulation of print newspapers continues to plummet, and we believe that the only print newspapers that will survive will be at the extremes of the medium – the largest and the smallest.”Jeffrey I. Cole, Director of USC Annenberg Center for the Digital Future(Source: Accuracy in Media, December 2011)
    7. 7. Frontline Australia:Restructuring at Fairfax Media Sydney Morning Herald, The Melbourne Age & Canberra Times 1,900 job losses – 20% from editorial Canberra Times closes Parliament House office Consolidated news rooms From broadsheet to tabloid Rumoured: And end to weekday print newspaper "No one should be in any doubt that we are operating in very challenging times,“ - Greg Hywood, Fairfax CEO & MD
    8. 8. Meanwhile, News from News Splitting broadcast and newspaper businesses Realise greater value for entertainment assets – “News Corporation minus the publishing assets is definitely worth owning,” said Greg Fraser, Analyst at Fat Prophets share market research. "The split comes at an already traumatic time here, with the whole Australian business being restructured and hundreds and hundreds of jobs being cut.” - Anonymous employee at The Australian
    9. 9. Peripheral Collateral “Globally we see a worst-case scenario of a 25% reduction in paper demand for newspapers, magazines and fine papers by 2020.”Alex Bhak, Partner, Bain & Company(Source: Rethink 2011, Volume 2, by Stora Enso)
    10. 10. Contributing Factors Demographics of aging readers Growth of tablets = better reader experience Unlimited access to information Acclimatised to “always on” culture Growth of non-traditional news sources “Watching the Chilean miners come up on Twitter, it never occurred to me there was a television nearby.”
    11. 11. Rapid Uptake of New Technologies That‟s 91 iPads In Q2 2012 earnings at the end of April per second Apple said that it had sold 35.1 million iPhones and 11.8 million iPads in the quarter.
    12. 12. Don’t Change the Channel!
    13. 13. Some Magic Left? Newspapers are Rupert Murdoch‟s heritage “News Corp Publishing shouldnt be glossed over as an investment, either. Sometimes, if you rub an antique pot, interesting things can happen.” Greg Fraser, Analyst at Fat Prophets share market research
    14. 14. On this Side of the World Increased newspaper circulation – Africa, Asia & South America World‟s largest newspaper markets – India, China & Japan
    15. 15. Prognosis?Many will fall; Some will riseWinners Losers “Blended” print and online  Broadsheets Added value online  Separated newspapers Glossy lifestyle magazines  Free content online Quality journalism  Pay-only content online Digital news magazines  Some print news magazines Established brands  New entrants
    16. 16. Today’s Agenda Overview of the changing media landscape The rise and rise of social media: Riding the social media wave for greater reach & engagement The Era of Content: How to harness paid, free and user- generated content to gain greater attention Do‟s and Don‟ts of brand preservation in the age of conversation
    17. 17. “the largest increase in expressivecapability in human history.” - Clay Shirky, Author
    18. 18. publishers formerly known as audiencemany to many
    19. 19. “ in a connected world, power shifts to those best able to connect. Dov Seidman ”
    20. 20. informbuild a culture educatehonesty only policy repeatidentify yourselfsocial media guidelinestrainingconstant communicationclarity about home, workdon‟t start unless committed
    21. 21. how to listensocial media monitoring
    22. 22. registeroutreach basicsstart small connectbe consistent find your voicecreate a unique voicebe relevantbuild a network, create alliesregister everywherelisten and respond
    23. 23. to makebuilding alliescreate relationships friendsknow who is who be a friendconversations are two waybe supportivemake it habit to be onlinelisten and helpask for guidance, feedbackbe really quick
    24. 24. understandmilestoneslink to business plan measure evaluatemeasure engagementtrial programsask for feedback
    25. 25. it helps us connect
    26. 26. Today’s Agenda Overview of the changing media landscape The rise and rise of social media: Riding the social media wave for greater reach & engagement The Era of Content: How to harness paid, free and user- generated content to gain greater attention Do‟s and Don‟ts of brand preservation in the age of conversation
    27. 27. IT’S ALL ABOUTCONTENT
    28. 28. Paid Free
    29. 29. UserGenerated
    30. 30. Meet Tavi Gevinson Born 1996 Blogger from age 11 Editor-In-Chief of Rookie Mag Invited by Vogue to New York Fashion Week Launched clothing line Now author, talk show guest, columnist & celebrity Teen Power
    31. 31. Blogger RelationsDo Don’t Research your industry  Email a press release bloggers  Discount as second class Read their stories  Dictate stories Understand their influence  Pay for play Provide easy-to-share content  Make it a one night stand Continually update  Ignore negative coverage Invite them to events
    32. 32. Ways to a Blogger’s Heart Re-Tweet their stories to your followers Build a relationship – not a transaction Carry on conversations Comment on their posts! Give them lots of easy to use content – Videos, photos, infographics, statistics
    33. 33. Today’s Agenda Overview of the changing media landscape The rise and rise of social media: Riding the social media wave for greater reach & engagement The Era of Content: How to harness paid, free and user- generated content to gain greater attention Do‟s and Don‟ts of brand preservation in the age of conversation
    34. 34. Don’t Change the Channel!
    35. 35. Red Cross volunteer mistook her personal and company Twitter accounts. #gettingslizzerd a worldwide trending topic.it pays to have asense ofhumour image in this space Insert 36
    36. 36. “80,000 „hand raisers‟ asked to be kept up to date on the U.S. launch of the Ford Fiesta. Of those, 97 percent did not own a Ford vehicle.”Ford letsnewbuyers Insert image in this spacedrive the Ap 37
    37. 37. “A study done at HP Labs that showed how Twitter can predict box office revenue - not just popularity - with 97.3% accuracy.”Higherchattermeans Insert image in this spacehigherrevenue 38
    38. 38. Where do we start?
    39. 39. Chrysler’s social media agency of record had adedicated Twitter writer.He’s no longer with the firm. don’t Tweet and drive Insert image in this space 40
    40. 40. Friday night pizza led to Saturday morning Twittersensation. By Monday it was reported in newspapersaround the world. And makes mistakes infamous Insert image in this space 41
    41. 41. Molly Katchpole is a 22 year old unemployed college graduate. Her petition against a $5 monthly charge for an ATM card gathered 300,000 signatures, and led to a change in bank policy.Bank ofAmericaranksmost Insert image in this spacehated 42
    42. 42. True confession but im in one of those townswhere I scratch my head and say “I would die if Ihad to live here!” - Ketchum executive when landing in FedEx WHQ city of Memphis, TNpublishmeanspublish image in this space Insert 43
    43. 43. act now meansact now Insert image in this space 44
    44. 44. Do’s and Don’tsDo Don’t Know what‟s said about you  Believe it will go away Protect your brand  Expect your employees to Build a community know social media policy Have a sense of humour  Be too afraid to engage Train your people about  Expect the same levels of social media professional journalism Act fast  Enter into petty discussions Engage your network Solve the problem on the platform it was created
    45. 45. Today’s Agenda Overview of the changing media landscape The rise and rise of social media: Riding the social media wave for greater reach & engagement The Era of Content: How to harness paid, free and user- generated content to gain greater attention Do‟s and Don‟ts of brand preservation in the age of conversation
    46. 46. “If you don‟t likechange, you‟re going to likeirrelevanceeven less.”General Eric Shineski,Retired Chief of Staff, U.S. Army
    47. 47. thanks. i‟m blogging this.www.twitter.com/FacingChina
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×