This document discusses and compares mass media and social media. It notes that mass media includes television, newspapers, magazines, radio and online news while social media involves word-of-mouth, blogs, forums, and content sharing sites. Social media allows users to create and share content with friends who can then spread it more widely, and it provides a way for users to get feedback from others. The document questions whether social media and mass media will compete against or support each other, and how businesses should utilize different media to introduce their products.

1. MASS MEDIA &
SOCIAL MEDIA

2. MASS MEDIA
Television
Newspaper, magazine
Radio
Online news
FORMS OF MASS MEDIA
Broadcasting, publishing, internet, cellphones, games, etc...
Go to this site for more detailed info: www.wikipedia.org/wiki/Mass_media

3. SOCIAL MEDIA
- Word of mouth
- Blog & forum
- Content source: FaceBook, Twitter …
- Content sharing: youtube, flickr …
file:///C:/Users/MinhNhat/Desktop/Up/GG.jpg
In Social Media, you are the
core of information. You create
info to your friends and they will
help you bringit out to the
community.
You also receive feedback and
info fromthe community and
your friends to knowwhat do
they think about you.

4. Creating CONTENT
Delivering CONTENT
Will Social Media & Mass Media:
KILL EACH OTHER?
SUPPORT EACH OTHER?
DIVIDING THEIR OWN
TARGETS?
The question here is: what kind of media should you choose to introduce your product?
→ Which one is better?
→ Can you use both of them?
→ Who are their specific targets?

5. THE PICTURE OF MEDIA

6. BEFORE
You can't communicate!
One side!
Forceful!
TVC
Printed
Newspaper
Ads
OOH Ads
Online Ads
(Banners, Content
Projects)

7. NOW...
- Expressing yourself
- Personal point of view
- Self censor
- Diversified information
Now, the public no longer receive one side information frommass media.
They can create, express and choose their referable sources of information.
Everyone is an amateur journalist. Without recognition, most of them
accidentally compete against the mass media.

8. Nielsen's global survey, 10/2007
18% TV ads' campaign achieve good results
90% TV's viewers are willing to switch
the channel to avoid ads
3000 ads/person
Go to this site for Nielsen 2007's global survey:
http://asiapacific.acnielsen.com/news/20071002.shtml Go to this site for Nielsen
2009's global survey:
http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-
friends-and-virtual-strangers-the-most/

9. Nielsen's global survey, 04/2009
90% believe in the recommendation of
other consumers
So therefore, many forms of social media like: forums, facebook,
twit er.. , which widely used to express your personal view, have been
being considered as the most reliable source of recommendation.
file:///C:/Users/MinhNhat/Desktop/Up/trust_in_advertising.png

10. They are talking about you, now!
34% post their views about
products/services on blog
36% have better feeling towards certain
companies that have blogs
32% believe in bloggers' views about
products/services

11. What do your consumers want?
Ads?
NO!
I like this
ring.
Really?! It
does look cute.
I'll try it.
What your friends think is important

12. Force vs. Conversation
CLICK HERE!
Recommendations
Suggestions
Very annoying

13. Conversation is King – Content is Queen
Friends or Movies?
“Content isn't king. If I sent you to a desert island and
gave you the choice of taking your friends or your movies,
you'd choose your friends -- if you chose the movies, we'd
call you a sociopath. Conversation is king. Content is just
something to talk about.”
Cory Doctorow on BoingBoing:
http://www.boingboing.net/2006/10/10/disney-exec-
piracy-i.html
CONVERSATION IS KING!
However, I think that your content must as well be good. Unless you try not to
havea conversation. Conversation is a good way to make people pay
at ention to your product. And after that, whether they will keep paying at
ention or not depends on howgood your product is.

14. Social Media vs. Mass Media
 Social Media is faster – yes
Social Media is more various -
yes Social Media is deeper – yes
Social Media is more reliable – no



But Social Media is friendlier
For example, next morning you wake up. You hit the road and you seea car accident.
You shoot a photo of it and post it on your Facebook by your cellphone. Immediately,
all of your friends will receive that info and they will shareit with thousands of their
friends. In just a second, a whole town knowabout that accident but the press.
Imagine that everybody post any type of news on their Facebook, Twit er, blogs or
forums at any time.. howlarge and quick theseinfo can be transfer ed, especially
through friendly recommendation. Thereis no way Mass Media can compete against
Social Media with speed and the quantity of news.
However, you only provide people with the car accident. Howcan you be so sureit's
an accident not a homicide? In the manner of speaking, thereis no truth guarantee
within Social Media.

15. Mass Media is adapting with Social Media

16. Amateur journalists are blooming
Example

17. CNN iReport
Example

18. NYT Facebook Fan Pages
Example

19. Mass Media and Social Media join forces
You see. Nowyou can influence even the mass media. Thanks to
social media, you have your advantages. You can definitely turn the
table. The only question left is Òhowto?Ó

20. HOW TO?

21. How to communicate?
• Listen
• Take part in
• United
Your goals are:
- To inspire
- To influence
- To push
- Not to control the conversation
GREAT LISTENER – GREAT COMMUNICATOR

22. To make the machine function well
- Understanding the trend
- Speak the language of your consumers
- Make easy contact to share valuable
info with loyal consumers
- Provide useful info instead of ads
- Create services
- Let consumers have the feeling that
they own your brand (or product)
Honest Open Reliable
Using conversations
United Behavior

23. Several questions before you build up a Social
Media's strategy
• Do your consumers be online?
• Are you ready to hear negative comments about you?
• Can you arrange your time schedule?
• How can you evaluate your results?
• Do you dare to try new thing, to take risks and to reconstruct your plan?
• Must remind yourself: between talking big, refusing to listen and finding out what your
consumers think about, which one would make your long-term strategy easier?

24. Key to success
• DO
– Marketing on Social Media = To give is to get
– Key = Acknowledging what your targets demand = give
• DON’T
– Spam

25. Prepare your Profile today