Best Practices for Implementing an External Recruiting Partnership
Mass Media in Social Media Age
1. To be Social? Or
To be MainStream?
Mass Media in Social Media Age
2. Andrew Chow
Founded
Ideamart (S) Pte Ltd since 1994 . Ideas & Concepts since 2002
Table For Six since 2008
Education : Thames Valley University, UK
Business Awards
STB Business Award – Most Innovative Marketing Initiative award 2007
Spirit of Enterprise 2008
Successful Entrepreneur 2010
Spirit of Service 2012
Certification : NLP Practitioner & Certified Life Coach
Forte
Life Coaching
Public Relations Strategy
Social Media Strategy
Personal Branding
Professional Affiliation
Approved NCSS Training Provider
WDA ACTA-certified
Asia Professional Speakers - Singapore
Social Media applications to Event Marketing
3. Outline
The Convergence of Platforms & Channels
The Divergence of Content
The Emergence of Fluid Conversation
The Difference and Dilemma of both Media
4. Both serving the same purpose
MainStream
Media
Social Media
Introduction
9. Channels are more fluid :
Paid (Advertising)
Earned (Publicity)
Owned (Broadcaster)
Social (Social Media)
The Convergence of Platforms & Channels
17. Key Points on Divergence
Channel doesn’t matter to customer.
Content does.
Content isn’t limited by channel boundary.
Brand shouldn’t be either.
Challenge : How we use media to interact
with others in a world with no silos?
The divergence of User content
18. News according to mainstream media
Stories and Angles
• New
• Unusual
• Current
• Local
• Abnormal
• Sensational
• Insights
• Socially impactful
The divergence of User content
33. Insider Stories
Singapore General Election 2011
Results were “suggested” by Twitter
before the Returning Officer’s announcement
&
Updates on Social Media platforms are
reported
New News
35. Basic Rules
Be Social, not just Professional
Be Personable, but never Personal
Be Transparency, yet Discreet
Share more, Sell Less (Sell by Sharing)
The Emergence of Fluid Conversation
36. New Rules
Listen First, Talk Later
Lesson : Social Media Fire must be put out by social media water
The Emergence of Fluid Conversation
37. New Rules
Saying something is better saying nothing
Lesson : Be Open and Transparent, People will forgive quickly
The Emergence of Fluid Conversation
38. New Rules
Begins with one topic, ends with another
Lesson : User generated content is most interesting!
The Emergence of Fluid Conversation
39. New Rules
Focus on Having Fun, not gathering Fans
Lesson : Speak like your Brand! Live up to its Personality
The Emergence of Fluid Conversation
40. New Possibilities
Fluid conversation produces Crowd Sourcing
Crowd sourcing leads to Conversion
Conversion leads to Community Advocate
Community Advocate produces more Fluid
Conversation
The Emergence of Fluid Conversation
42. Differences
Criteria Mass Media Social Media
Power Pitching Engaging
Spinning Conversation
Reporting Sharing
Interviewing Discussion
Influence Press conference Social networking
Campaign Collaboration/Feedback
Authority Authenticity
Advertising Advocate
Reach News User-generated content
Circulation Viral
Database Network
Crisis management Brand building
The Difference and Dilemma of Both Media
43. Differences
Criteria Mass Media Social Media
Power Pitching Engaging
Spinning Conversation
Reporting Sharing
Interviewing Discussion
Influence Press conference Social networking
Campaign Collaboration/Feedback
Authority Authenticity
Advertising Advocate
Reach News User-generated content
Circulation Viral
Database Network
Crisis management Brand building
The Difference and Dilemma of Both Media
44. Differences
Criteria Mass Media Social Media
Power Pitching Engaging
Spinning Conversation
Reporting Sharing
Interviewing Discussion
Influence Press conference Social networking
Campaign Collaboration/Feedback
Authority Authenticity
Advertising Advocate
Reach News User-generated content
Circulation Viral
Database Network
Crisis management Brand building
The Difference and Dilemma of Both Media
45. Dilemma
Mass Media needs more LIVE social engagement
without losing authority
Social Media platform DJ for comments from Radio shows?
Social Media feeds on Live TV Program?
Is viewership/listenership more important than
social fan club?
Database/Lead generation for mainstream media?
Social Media needs broadcasting platform to
become more mainstream
Facebook TV / Linkedin TV Channels?
Is Facebook a mass media if it has 1,000,000,000 members?
The Difference and Dilemma of Both Media
46. Dilemma
Main stream media to offer Social Copyright for
social rebroadcasting?
Advertising 2.0?
Exposure and Fan Acquisition through QR Code
The Difference and Dilemma of Both Media
47. New Media challengers
Omy.sg (Mainstream with
bloggers community, social media
& Event Management)
The Difference and Dilemma of Both Media
48. New Media challengers
Social Broadcaster
IN 988 – Radio with live footage
& chat with viewers/listeners
The Difference and Dilemma of Both Media
49. New Media challengers
Social Streaming is now possible
The Difference and Dilemma of Both Media
52. Who is Who?
Shoots his mouth off
(objective Reporting)
Has the last word
Likes Hard News (Subjective Opinion)
Moving eyes for Likes Soft News
Next Big News
See News in its
Entirety
Main stream media and Social Media is an odd couple
53. Key Learning Points
Main stream media has the authority while social
media enjoys the authenticity.
So how can main stream media be more authentic?
Main stream needs to embrace the social elements of
social media.
So how can Social Broadcasting add value to Broadcasting
business?
Social media needs to create the critical mass in order
to be viable
So how can broadcasters convert viewership and listenership
into a fan club?
55. Andrew Chow a.k.a Ideasandrew
Social Networking
Facebook -
http://www.facebook.com/#!/AndrewChowKokWah
Plaxo http://ideasandrew.myplaxo.com/
Linkedin - http://sg.linkedin.com/in/ideasandrew
Social Media Sharing
Flickr Collection -
http://www.flickr.com/photos/ideasandrew/
Youtube Channel -
http://www.youtube.com/user/ideasandrew
Slideshare - http://www.slideshare.net/ideasandrew
Podomatic - http://ideasandrew.podomatic.com
Social Blogging / Micro-blogging
Twitter - http://twitter.com/Ideasandrew
Wordpress – www.andrewchow.sg
Social Collaboration
Wikipedia - http://en.wikipedia.org/wiki/User:Ideasandrew
Meet up - http://www.meetup.com/members/11966314/
More than 250 interviews/feature in 6 years from local / International media