SIM University - COM303 March 2012 - Guest Lecture

1. Ms. Meenakshi Shunmugham (meenakshi.shunmugham@gmail.com) 1 THE MEDIA BUSINESS IS IT ABOUT NOVEL IDEAS OR NEW TOOLS?

2. OVERVIEW 1. Media business evolution and its new operating environment 2. New technologies, features and emerging trends redefining the media business and environment 3. 21st century skills required to do well in this environment 4. Conclusion Discussion/Q&A 2

3. 3 1. MEDIA BUSINESS EVOLUTION AND ITS NEW OPERATING ENVIRONMENT

4. 4 One million users Many-To-Many MARKETING COMMUNICATION EVOLUTION One million users One-To-One One-To-Many

5. MEDIA BUSINESS EVOLUTION Centralised Mediation - Institutional Control - Editing - Publishing - Broadcasting NEW MEDIA 5 OLD MEDIA Distributed Mediation - Consumer Control - Syndication - Contribution - Communication Individual Consumption Social Consumption

6. TODAY’S MEDIA BUSINESS ENVIRONMENT 6 Broadcast Print Radio Outdoor lower engagement higher engagement Traditional Marketing - push messaging - broadcast - message oriented - formal - authoritative - mass Networks Communities Blogs Microblogs Banners Microsites E-mail Search Social Engagement - dialogue - interactive - informal - people & technology dependent - niche Tradigital Marketing - push messaging - interactive - automated - technology dependent - mass & niche Source: www.davidarmano.com

7. MEDIACORP’S ONLINE PRESENCE 7

8. THE STRAITS TIMES’ ONLINE PRESENCE 8

9. OLD SCHOOL VS. NEW SCHOOL 9 Source: www.socmedsean.com

10. 10 Source: www.campaignasia.com

13. 13 2. NEW TECHNOLOGIES, FEATURES AND EMERGING TRENDS REDEFINING THE MEDIA BUSINESS AND ENVIRONMENT

14. TOP NEW/EMERGING TECHNOLOGIES 14 Source: Dion Hinchcliffe from Dachis Group Cloud Computing Public Cloud SaaS Mobile Tablets NFC LocationVerbal UX Immersive UX

15. TOP NEW/EMERGING TECHNOLOGIES 15 Source: Dion Hinchcliffe from Dachis Group New Digital Markets Consumer App Stores Enterprise App Stores Next- Gen Web HTML5 Internet of Things Open Data Social Gestures Social Standards

16. A “WHO’S WHO OF SOCIAL MEDIA”Facebook Description Facebook is the heavy hitter in the social network world, it has over 800 million active users. Facebook is a social network that allows you to connect with friends and family through request only. Users can share photos, status updates, videos or links with their circle of friends. Pointofdifference • Connecting with people is permission based • Easy to find people who you’ve known in real life • The “Like” button makes it easy to share your interests Whoisusingit? 55% 45% Gender 800 million active users Communities Instant Messenger Science & Technology News/Information Politics & Commentary Magazines Regional/Local News Discussion/Chat Common Interests Waystoutilise • Share breaking news in your industry • Ask questions and get to know your customers • Share your content that has been created on other platforms 16 Source: www.dazeinfo.com

17. A “WHO’S WHO OF SOCIAL MEDIA”Twitter Description Twitter is a condensed version of Facebook’s statuses. It’s simply updates sent out in with less than 140 characters. These small updates have become a way to relay breaking news or relay opinions to your followers. Pointofdifference • Simple to use • Can follow anyone you want including celebrities and big brands • Quickly digested, the 140 character limit makes it easy to get information fast Whoisusingit? 55% 45% Gender 250 million tweets per day Science & Technology Politics & Commentary News/Information Science/Nature Technology Fashion/Cosmetics Common Interests Waystoutilise • Share breaking news in your industry • Connect with leaders in your industry • Let followers know about upcoming events/promotions • Tweet from live events 17 Source: www.dazeinfo.com

18. A “WHO’S WHO OF SOCIAL MEDIA”YouTube Description YouTube.com is a social network that allows you to upload and share videos. This includes professional and non- professional content. YouTube.com is owned by Google and is always closely integrated with Google’s other search engines. Videos have been known to generate highly qualified traffic. Pointofdifference • Focused on sharing videos • Allows video sharing with only a few clicks Whoisusingit? 50% 50% Gender 158 million hits per month Humour Politics & Commentary Fashion/Cosmetics Science/Nature Music/Radio Common Interests Waystoutilise • Create product demonstration videos of your or other people’s products • Document the process of making your product or service • Interview authority figures in your field • Document promotional events 18 Source: www.dazeinfo.com

19. A “WHO’S WHO OF SOCIAL MEDIA”Google+ Description Google’s entrance into the social media world is Google+. It focuses on the users created ‘circles’ which are how updates are filtered. Instead of throwing a constant stream of information at the users Google+ relies on the user to customize how they want to see information Pointofdifference • Users can separate who they want to follow and who sees their updates with Circles • Tightly integrated with other Google apps like YouTube and Gmail • Lets people view your resume online Whoisusingit? 63% 37% Gender 90 million users Student Software Engineer Consultant Manager Photographer Marketing Designer Common Interests Waystoutilise • Create a brand page to share content and drive your audience to your website • Improve your visibility in Google’s social search 19 Source: www.dazeinfo.com

20. A “WHO’S WHO OF SOCIAL MEDIA”Pinterest Description Pinterest is a social network cork board. Whenever you find something you like while you are browsing the internet, you can “Pin it” to a board that others can see and “Repin” them to share Pointofdifference • Quickly share through browser “Pin” which allows you to select a picture on a web page to share it • A very visual newsfeed Whoisusingit? 55-70% <45% Gender 11 million users Parenting Home/Family Bridal Home Décor & Design Baby Hobbies & Collectibles Food Fashion /Cosmetics Common Interests Waystoutilise • Pin photography used on your website • Pin shots of your products • Pin short previews of your blog posts 20 Source: www.dazeinfo.com

21. EMERGING TRENDS 1. Becoming even more powerful: Facebook, Twitter, YouTube & Pinterest 2. Rise of Mobile Advertising and M-Commerce 3. New Ad Formats 4. Advertise by Format 5. Integrated Marketing 21 Sources: www.dazeinfo.com & www.mashable.com

22. STARBUCKS 22

23. STARBUCKS The coffee giant has been busy with a bunch of successful social media campaigns across a range of networks. 23

24. STARBUCKS What Worked If you’re going to offer discounts, make sure they’re on products you want to feature. Rather than setting up blanket deals, Starbucks focused on areas where they wanted to improve sales. Free pastry day got publicity for their non-coffee offerings, the mayor deals often provide discounts on new products, tax day’s free coffee promoted recycling. Jumping on Twitter’s promoted tweets early also garnered Starbucks a lot of publicity in the tech and social media worlds. 24

25. STARBUCKS 25 http://www.youtube.com/watch?v=HTOpqgQx0xc http://www.youtube.com/watch?v=mE8mrRshPHE&feature=related

26. BURGER KING In Jan 2011, Burger King launched their "Never Chicken Out" campaign to empower Singaporeans to stand up for what they want. Spoof videos based on this theme were uploaded onto BK’s YouTube account and users were encouraged to share their own “Never Chicken Out” experiences through their Facebook page. 26

27. BURGER KING What Worked The videos, with their unique Singaporean spin, were relatable to the average Singaporean and our innermost desires. BK understood that if they wanted their prospect to do something for them, they needed to make it more compelling for him/her to do so. Rewarding them by brightening up their day with an unexpected giggle was a pretty foolproof way to do that. 27 http://www.youtube.com/watch?v=hmRqJwprqf4

28. BURGER KING 28 http://www.youtube.com/watch?v=U8bQ7QNB6F8 http://www.youtube.com/watch?v=d4j1BBoR_Bw

29. 29 3. 21ST CENTURY SKILLS REQUIRED TO DO WELL IN THIS ENVIRONMENT

30. • Ability to effectively find and evaluate necessary information 21ST CENTURY SKILLS REQUIRED TO DO WELL IN THIS AREA Source: www.socmedsean.com

31. • Building a company with social media is all about being at the right place at the right time doing the right thing! 21ST CENTURY SKILLS REQUIRED TO DO WELL IN THIS AREA Source: www.elliance.com

32. A STRATEGIC APPROACH TO USING TWITTER 32 STRATEGY FOLLOW CREATE ENGAGE Customer Relationship Your customers and potential customers Content relevant to your customers: tips, company info, etc. Answer questions, respond to comments about your brand Crisis Management Your brand, products and relevant issues Direct to additional resources, updated information, explanation Answer questions, respond to comments, raise issues, provide info Corporate Reputation Management Industry leaders, similar interest groups, news/media Insights, expertise, become a thought leader Jump in the conversation. Be transparent and add value Event Coverage Those interested or attending event, media Event information, updates, behind the scenes coverage Set up Tweet-ups, talks to attendees, ask and answer questions Product Promotion & Sales Current and potential customers, those interested in similar products Links to online promos, insider info on upcoming sales, discount codes Check replies and DMs, answer questions, provide info when needed Issue Advocacy Those interested in your cause, industry leaders, news Added value: health tips, disaster alerts, fundraising info Know your followers, thank them for support, get them involved Source: Ogilvy Public Relations Worldwide

33. • Ability to be an adept media consumer and producer 21ST CENTURY SKILLS REQUIRED TO DO WELL IN THIS AREA Source: www.socmedsean.com

34. • Media literacy – “the ability to access, understand and create communications in a variety of contexts” (Buckingham, 2005)” – is an increasingly valuable asset 34 21ST CENTURY SKILLS REQUIRED TO DO WELL IN THIS AREA

35. • Media literacy is important because… 35 21ST CENTURY SKILLS REQUIRED TO DO WELL IN THIS AREA Source: www.socmedsean.com

36. 36 4. CONCLUSION

37. 39 Ms. Meenakshi Shunmugham (meenakshi.shunmugham@gmail.com) Q&A

SIM University - COM303 March 2012 - Guest Lecture

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