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Ms. Meenakshi Shunmugham
(meenakshi.shunmugham@gmail.com)
1
THE MEDIA BUSINESS
IS IT ABOUT NOVEL IDEAS OR NEW TOOLS?
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
1. MEDIA BUSINESS EVOLUTION AND
ITS NEW OPERATING ENVIRONMENT
4
One million users
Many-To-Many
MARKETING COMMUNICATION EVOLUTION
One million users
One-To-One One-To-Many
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
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
MEDIACORP’S ONLINE PRESENCE
7
THE STRAITS TIMES’ ONLINE PRESENCE
8
OLD SCHOOL VS. NEW SCHOOL
9 Source: www.socmedsean.com
10 Source: www.campaignasia.com
11 Source: www.campaignasia.com
12 Source: www.campaignasia.com
13
2. NEW TECHNOLOGIES, FEATURES
AND EMERGING TRENDS
REDEFINING THE MEDIA BUSINESS
AND ENVIRONMENT
TOP NEW/EMERGING TECHNOLOGIES
14 Source: Dion Hinchcliffe from Dachis Group
Cloud
Computing
Public
Cloud
SaaS
Mobile
Tablets
NFC
LocationVerbal UX
Immersive
UX
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
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
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
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
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
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
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
STARBUCKS
22
STARBUCKS
The coffee giant has been busy with a bunch of successful social media campaigns across a
range of networks.
23
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
STARBUCKS
25
http://www.youtube.com/watch?v=HTOpqgQx0xc http://www.youtube.com/watch?v=mE8mrRshPHE&feature=related
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
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
BURGER KING
28
http://www.youtube.com/watch?v=U8bQ7QNB6F8 http://www.youtube.com/watch?v=d4j1BBoR_Bw
29
3. 21ST CENTURY SKILLS REQUIRED
TO DO WELL IN THIS ENVIRONMENT
• Ability to effectively find and evaluate necessary information
21ST CENTURY SKILLS
REQUIRED TO DO WELL IN THIS AREA
Source: www.socmedsean.com
• 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
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
• Ability to be an adept media consumer and producer
21ST CENTURY SKILLS
REQUIRED TO DO WELL IN THIS AREA
Source: www.socmedsean.com
• 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
• Media literacy is important because…
35
21ST CENTURY SKILLS
REQUIRED TO DO WELL IN THIS AREA
Source: www.socmedsean.com
36
4. CONCLUSION
39
Ms. Meenakshi Shunmugham
(meenakshi.shunmugham@gmail.com)
Q&A

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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
  • 8. THE STRAITS TIMES’ ONLINE PRESENCE 8
  • 9. OLD SCHOOL VS. NEW SCHOOL 9 Source: www.socmedsean.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
  • 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
  • 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
  • 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