The document discusses the relationship between mass media and social media. It notes that while social media is faster, more varied and deeper than mass media, mass media may be more reliable. However, mass media is adapting to social media by incorporating user-generated content. The key to success with social media is to listen to what consumers want and provide useful information rather than advertisements.

1. MASS MEDIA & SOCIAL MEDIA

3. SOCIAL MEDIA - Word of mouth - Blog & forum - Content source: FaceBook, Twitter … - Content sharing: youtube, flickr … In Social Media, you are the core of information. You create info to your friends and they will help you bring it out to the community. You also receive feedback and info from the community and your friends to know what do they think about you.

5. THE PICTURE OF MEDIA

6. BEFORE You can't communicate! One side! Forceful! TVC Printed Newspaper Ads OOH Ads Online Ads (Banners, Content Projects)

7. NOW... - Expressing yourself - Personal point of view - Self censor - Diversified information Now, the public no longer receive one side information from mass media. They can create, express and choose their referable sources of information. Everyone is an amateur journalist. Without recognition, most of them accidentally compete against the mass media.

8. Nielsen's global survey, 10/2007 18% TV ads' campaign achieve good results 90% TV's viewers are willing to switch the channel to avoid ads 3000 ads/person Go to this site for Nielsen 2007's global survey: http://asiapacific.acnielsen.com/news/20071002.shtml Go to this site for Nielsen 2009's global survey: http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/

9. Nielsen's global survey, 04/2009 90% believe in the recommendation of other consumers So therefore, many forms of social media like: forums, facebook, twitter..., which widely used to express your personal view, have been being considered as the most reliable source of recommendation.

10. They are talking about you, now! 34% post their views about products/services on blog 36% have better feeling towards certain companies that have blogs 32% believe in bloggers' views about products/services

11. What do your consumers want? Ads? NO! I like this ring. Really?! It does look cute. I'll try it. What your friends think is important

12. Force vs. Conversation CLICK HERE! Recommendations Suggestions Very annoying

13. Conversation is King – Content is Queen Friends or Movies? “ Content isn't king. If I sent you to a desert island and gave you the choice of taking your friends or your movies, you'd choose your friends -- if you chose the movies, we'd call you a sociopath. Conversation is king. Content is just something to talk about.” Cory Doctorow on BoingBoing: http://www.boingboing.net/2006/10/10/disney-exec-piracy-i.html CONVERSATION IS KING! However, I think that your content must as well be good. Unless you try not to have a conversation. Conversation is a good way to make people pay attention to your product. And after that, whether they will keep paying attention or not depends on how good your product is.

15. Mass Media is adapting with Social Media

16. Amateur journalists are blooming Example

17. CNN iReport Example

18. NYT Facebook Fan Pages Example

19. Mass Media and Social Media join forces You see. Now you can influence even the mass media. Thanks to social media, you have your advantages. You can definitely turn the table. The only question left is “how to?”

20. HOW TO?

22. To make the machine function well - Understanding the trend - Speak the language of your consumers - Make easy contact to share valuable info with loyal consumers - Provide useful info instead of ads - Create services - Let consumers have the feeling that they own your brand (or product) Honest Open Reliable Using conversations United Behavior

25. Prepare your Profile today

26. Top U.S. Web Brands and Parent Companies for September 2009 Visit this site: http://blog.nielsen.com/nielsenwire/online_mobile/top-u-s-web-brands-and-parent-companies-for-september-2009/

27. FINAL WORDS: Alright, Richard. I will remind you again: these are only for private reference. Do not post it or publish it anywhere. And do consult your personal agent, publishers or social media specialist. However informative this powerpoint may seem, it is collected and made by me, a Vietnamese, not an American. There will be certain difference in U.S.A. So, again, please consult your professionals. Social Media is booming everyday. A contestant of Amazing Race now can get more than 500 fans on Facebook. It helps him greatly to take advantage of his social media network. Unfortunately, your show was way back in 2000. You gotta start it all over again. But at least, you can realize better now, how powerful social media can be. Facebook is now the best out there. But it possibly won't hold that spot for a long future. People will soon get fed up with its application and ocean of info. However, the 'soon' here can be 3 to 4 years to the least. Check out Google Wave. They may be the future. If you want to be the sole survivor, gotta walk beyond everyone else. Good luck.