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Introduction to New Media and Industry trends in India

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Disclaimer: this presentation is a part of the class room teaching of Introduction to new media and all right reserved with the author. No part of the presentation can be copied or reproduced without the permission of the author. Contact: santosh@micamail.in

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Introduction to New Media and Industry trends in India

  1. 1. Analyzing Industry Trends – New Media Technology convergence and the emergence of new mediaSantosh K. Patra, FacultyMudra Institute of Communication, Ahmedabad (MICA)Disclaimer: this presentation is a part of the class room teaching of Introduction to new media and allright reserved with the author. No part of the presentation can be copied or reproduced without thepermission of the author. Contact: santosh@micamail.in
  2. 2. Session PlanSession- I Session- II•New Media: Concept and Theory •New Media Phenomena affecting•Social Media: tools and principles marketing Instruments•Global Scenario •Why social media marketing is•Indian Industry Trends different? • The social media marketing plan. •Case Studies •Social networking sites and blogs for Business
  3. 3. New Media: Concept and Theories• How to define new media?• Is it all about Facebook, YouTub, Google, Twitter, Wikipedia etc... or Internet, website, computer multimedia, computer games, CD- ROMs and DVD, Virtual Reality?• Or user generated contents?• Where shall we stop?
  4. 4. General Understanding of New Media• Websites and other digital communication and information channels in which active consumers engage in behaviour that can be consumed by others both in real time and long afterwards regardless of their spatial locations.
  5. 5. Characteristics of New Media• Digital: no marginal cost for producing extra copies and easy distribution• Pro-active: consumers use to contribute to all parts of the value chain, ranging from superficial articulation to extensive co-creation• Visible: viewed, tracked by consumers and companies• Real time and memory: accessed at the time of production and available indefinitely (twitter, chats, blogs etc.)• Universal: consumers to reach and to be reached by anybody and anywhere• Networks: create, share content, communicate with one another and build relationships
  6. 6. Principles and theories of New Media(five major principles and last three are dependent on first two) • Numerical Representation • Modularity • Automation • Variability • Transcoding
  7. 7. Numerical Representation• All new media objects are composed of digital code• A new media can be described formally (mathematically) , image or shape can be described formally• A new media object is subject to algorithmic manipulations (media become programmable)• Converting continuous data
  8. 8. Modularity• Fractal structure of New Media• These elements are assembled into larger-scales objects but continue to maintain their separate identity (an object can maintain its independence and can always be edited)• The WWW as a whole is completely modular. It consists of numerous pages, each in turn consisting of separate media elements• The modular structure of new media makes such deletion and substitution of parts easy
  9. 9. Automation• Principle 1 & 2 allow for the automation of many operations involved in media creation, manipulation and access• The human intentionality can be removed from the creative process at least in part• Automatic creation of programmes, artificial life through software etc
  10. 10. Variability• New Media object is not fixed once and for all but that can exist in different, potentially infinite versions and consequences of numerical coding and modular structure• Instead of identical copies new media typically gives rise to many different versions so it is closely connected to automation• Driven by the logic of ‘production on demand’ and delivery ‘just in time’
  11. 11. Transcoding• Computerisation turns media into computer data• Creates two distinct layers – the ‘cultural layer’ and the ‘computer layer’• Translate the computer layer to cultural layer is the major principle of new mediaInteresting thing is to understand the logic of new media, we need to turn tocomputer science. From media studies we moved to something that can becalled ‘software studies’- from media theory to software theory.
  12. 12. Social Media• A perfect all inclusive definition of social media doesn’t seem to exist, but can be described as: ▫ online technologies (internet-based, phone-based or widget-based) that allow people to “share content, opinions, insights, experiences, perspectives and media themselves”.• Essence is to self publish and social media tools give people a voice
  13. 13. The tools of social media• Publishing tools: ▫ Blogs ▫ Vlogs ▫ Podcasts• Social networking tools: MySpace, Facebook, LinkedIn, etc.• Collaboration tools (individual generated content)• Presence apps: Micro-blogging (publishing tools like twitter)• Photo sharing tools: not only sharing photos but building communication around photos• Video sharing tools: (YouTube, founded in 2005 and sold in 2007 for 1.65 billion dollars)• Personal broadcasting tools: allow people to broadcast their own video, radio programmes or live etc (Ubroadcaste, Nowlive etc.)
  14. 14. from the previous slide…..• Social bookmarking and news aggregation sites: where users votes impact how content is served to others like Newsvine (now MSNBC bought it)• Virtual worlds: replicating the offline worlds in online (second life is the market leader)• Social commerce sites and tools: for business world in particular (amazon.com and many)• Media sharing sites: the concept of file sharing is not new like bittorrent, new sites like powence and sharenow etc. Rapping communities around• Widgets: shows local weather or stocks etc• Content monitoring tools: what the public is saying about the companies like buzzmonitor of worldbank
  15. 15. The new Media and Power shift
  16. 16. Social media: Global Scenario (datagiven are tentative)• Mora than 160 million blogs being tracked by technorati (a blog search engine), up from 110 million at the beginning of the year• An estimated more than 150 million videos in facebook• More than 600 million active facebook users in world and India stand in top 20 active user countries• What binds them together (participation, openness, conversation, community and connectedness)
  17. 17. Growth of top 10 social networking marketsworldwide: July 2010 vs. July 2009Source: comeScore Media Metrics Social networking unique visitors (000) July 2009 July 2010 % Change Worldwide 770,092 945,040 23 United States 131,088 174,429 33 China N/A 97,151 N/A Germany 25,743 37,938 47 Russian Federation 20,245 35,306 74 Brazil 23,966 35,221 47 United Kingdom 30,587 35,152 15 India 23,255 33,158 43 France 25,121 32,744 30 Japan 23,691 31,957 35 South Korea 15,910 24,962 57
  18. 18. Internet usage in India: Industryoverview• From 2000 with 5 million (mn) internet users to the year 2009 with 71 mn internet users; the year on year growth has been around 36% Online activity % internet users Emailing 94 Downloading music 72 Instant messaging/chatting 56 Job search 56 Pc to mobile sms 55 Social networking 54 Info search engine 52 Watch videos 50 Screensavers 50 Online communities 50
  19. 19. The multiplier effect- usage acrossbusiness areas Brand Product and service Customer awareness promotion service Customer Product Employee understanding development engagement Promotion of social Knowledge Brand awareness sharing building
  20. 20. Successful Use of social mediaAreas Compan Activity undertaken Impact iesIncreasing Adobe Actively holding consumer interest The game was played more thanBrand through engagement adds on social 14,000 times during 1 monthAwareness network- Set up of an online game campaign Rise in page viewer by over 48,000 in a weekProduct MTV Capitalising social media to keep the Over 40,000 fans on facebookPromotion India show buzz alive- Creation of online and highly interactive model of the real game showProduct Dell Partnering with customers to contribute 12,511 ideas contributed todevelopment to, an integrated into, dells product community, with 86,255 comments development 366 ideas implemented leading to the lunch of latitude laptopEmployee IBM Multiple in-house versions of web 2.0 60,000 blog users, 17,000 differentengagement with the intention of brining employers, blogs, 1 million page views per days alumni, partners, vendors, and on internal wikis customers together Lunch of corporate social networking visulisation and analysis tools like Atlas
  21. 21. Indian Companies on Social Media Seeking Hiring New Customer Support- Feedback- Talents- Kingfisher Airlines, Titan E&Y PVR Cinemas Brand Brand Brand Awareness- Promotion- Promotion- Apollo Hospital Tata’s Nano MTV IndiaTata Nano- 2009 dataOfficial Orkut Community Members – 6,906.Official Facebook Group Fans – 4,210Highest View Count on YouTube – 303,006No. of Blog Posts – 61,664
  22. 22. Social Media Impact on Small and MediumEnterprises in India (SMEs)- Survey by Regus, an office service firm Feb-March 2010 • 52% business in India have acquired a customer base using social Media • 32% of business in India have apportioned a part of the spend for social media activities • 71% respondents in India use social media to manage contacts • 64% enjoy audio & video animations on a company’s profile • 55% small business successfully acquired customers via social media • 29% Indian’s found employment via social media • India shows 19% skeptics while it is 34% globally
  23. 23. Data discussion on Social Mediain IndiaTo be continued in session - II

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