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Media landscape in 2012

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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

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