Mass Media in Social Media Age

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Mass Media in Social Media Age

  1. 1. To be Social? Or To be MainStream?Mass Media in Social Media Age
  2. 2. 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 - SingaporeSocial Media applications to Event Marketing
  3. 3. Outline The Convergence of Platforms & Channels The Divergence of Content The Emergence of Fluid Conversation The Difference and Dilemma of both Media
  4. 4. Both serving the same purpose MainStream Media Social MediaIntroduction
  5. 5. The Convergence ofPlatforms & Channels
  6. 6. Digital Technology Rules…The Convergence of Platforms & Channels
  7. 7. Digital Technology changes the rules ofengagement between brand and customers The Convergence of Platforms & Channels
  8. 8. The Convergence of Platforms & Channels
  9. 9. Channels are more fluid :  Paid (Advertising)  Earned (Publicity)  Owned (Broadcaster)  Social (Social Media)The Convergence of Platforms & Channels
  10. 10. Convergence creates many opportunities for both the Brands and Broadcasters
  11. 11. Is it a Print or a Gadget?Convergence creates many opportunities for Brand and Broadcasters
  12. 12. Is it a Radio or a PC/Mobile? Convergence creates many opportunities for Brand and Broadcasters
  13. 13. Is it a Billboard or TV?Convergence creates many opportunities for Brand and Broadcasters
  14. 14. Is it a TV or Internet?Convergence creates many opportunities for Brand and Broadcasters
  15. 15. Is it a Mobile or Desktop?Convergence creates many opportunities for Brand and Broadcasters
  16. 16. The Divergence of User Content
  17. 17. 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
  18. 18. News according to mainstream media Stories and Angles • New • Unusual • Current • Local • Abnormal • Sensational • Insights • Socially impactfulThe divergence of User content
  19. 19. Content on Social Media Main stream media too?
  20. 20. CuriosityContent that revealsSECRET Content on Social Media
  21. 21. MotivationContent that remind us thatDreams can come trueContent on Social Media
  22. 22. Against All OddsContent aboutDavid beating Goliath Content on Social Media
  23. 23. Small is Beautiful. Big is AdvantageContent that reminds us thatwhat we do matters Content on Social Media
  24. 24. AffirmationContents that confirms our assumption Content on Social Media
  25. 25. SensationalismContent that has unexpected twistsContent on Social Media
  26. 26. Feel Good StoryContent that tells usa great story Content on Social Media
  27. 27. New DiscoveryContent that challengesour assumption Content on Social Media
  28. 28. TransformationContent thatInspires us to action Content on Social Media
  29. 29. New NewsHow this affect the News on Mainstream media
  30. 30. Viral stories on social media makes it on mainstream news New News
  31. 31. Feedback from Facebook fans becomes “key comments”New News
  32. 32. Feedback from Facebook fans becomes “key comments”Conclusion : 19 July 2012New News
  33. 33. Insider Stories Singapore General Election 2011 Results were “suggested” by Twitter before the Returning Officer’s announcement & Updates on Social Media platforms are reportedNew News
  34. 34. The Emergence ofFluid Conversation Content is King, Conversation is Queen
  35. 35. 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
  36. 36. New Rules Listen First, Talk Later Lesson : Social Media Fire must be put out by social media water The Emergence of Fluid Conversation
  37. 37. New Rules Saying something is better saying nothing Lesson : Be Open and Transparent, People will forgive quickly The Emergence of Fluid Conversation
  38. 38. New Rules Begins with one topic, ends with another Lesson : User generated content is most interesting! The Emergence of Fluid Conversation
  39. 39. New Rules Focus on Having Fun, not gathering Fans Lesson : Speak like your Brand! Live up to its Personality The Emergence of Fluid Conversation
  40. 40. 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
  41. 41. The Difference andDilemma of Both Media Social & Main Stream
  42. 42. Differences Criteria Mass Media Social MediaPower Pitching Engaging Spinning Conversation Reporting Sharing Interviewing DiscussionInfluence Press conference Social networking Campaign Collaboration/Feedback Authority Authenticity Advertising AdvocateReach News User-generated content Circulation Viral Database Network Crisis management Brand building The Difference and Dilemma of Both Media
  43. 43. Differences Criteria Mass Media Social MediaPower Pitching Engaging Spinning Conversation Reporting Sharing Interviewing DiscussionInfluence Press conference Social networking Campaign Collaboration/Feedback Authority Authenticity Advertising AdvocateReach News User-generated content Circulation Viral Database Network Crisis management Brand building The Difference and Dilemma of Both Media
  44. 44. Differences Criteria Mass Media Social MediaPower Pitching Engaging Spinning Conversation Reporting Sharing Interviewing DiscussionInfluence Press conference Social networking Campaign Collaboration/Feedback Authority Authenticity Advertising AdvocateReach News User-generated content Circulation Viral Database Network Crisis management Brand building The Difference and Dilemma of Both Media
  45. 45. 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
  46. 46. 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
  47. 47. New Media challengers Omy.sg (Mainstream with bloggers community, social media & Event Management)The Difference and Dilemma of Both Media
  48. 48. New Media challengers Social Broadcaster IN 988 – Radio with live footage & chat with viewers/listenersThe Difference and Dilemma of Both Media
  49. 49. New Media challengers Social Streaming is now possibleThe Difference and Dilemma of Both Media
  50. 50. Conclusion:Main Stream Media and Social Media can Co-Exist! 
  51. 51. Main Stream Media & Social Media
  52. 52. Who is Who?Shoots his mouth off(objective Reporting) Has the last wordLikes Hard News (Subjective Opinion)Moving eyes for Likes Soft NewsNext Big News See News in its EntiretyMain stream media and Social Media is an odd couple
  53. 53. 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?
  54. 54. Questions and Answers
  55. 55. Andrew Chow a.k.a Ideasandrew Social Networking Facebook - http://www.facebook.com/#!/AndrewChowKokWah Plaxo http://ideasandrew.myplaxo.com/ Linkedin - http://sg.linkedin.com/in/ideasandrew Social Media Sharing Flickr Collection - http://www.flickr.com/photos/ideasandrew/ Youtube Channel - http://www.youtube.com/user/ideasandrew Slideshare - http://www.slideshare.net/ideasandrew Podomatic - http://ideasandrew.podomatic.com Social Blogging / Micro-blogging Twitter - http://twitter.com/Ideasandrew Wordpress – www.andrewchow.sg Social Collaboration Wikipedia - http://en.wikipedia.org/wiki/User:Ideasandrew Meet up - http://www.meetup.com/members/11966314/More than 250 interviews/feature in 6 years from local / International media

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