sim university - com303 march 2012 - guest lecture
TRANSCRIPT
Ms. Meenakshi Shunmugham ([email protected])
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
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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
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Broadcast
Radio
Outdoor
lower engagement higher engagement
Traditional Marketing - push messaging - broadcast - message oriented - formal - authoritative - mass
Networks
Communities
Blogs
Microblogs
Banners
Microsites
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
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THE STRAITS TIMES’ ONLINE PRESENCE
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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
Location Verbal 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” Fa
cebook
Desc
ription
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. Po
int of
diffe
rence
• 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
Who is
usi
ng it?
55% 45%
Gender
800 million
active users
Communities Instant Messenger
Science & Technology News/Information
Politics & Commentary Magazines
Regional/Local News Discussion/Chat
Common Interests
Ways
to u
tilis
e
• 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” Tw
itte
r
Desc
ription
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. Po
int of
diffe
rence
• 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
Who is
usi
ng it?
55% 45%
Gender
250 million tweets per day
Science & Technology Politics & Commentary
News/Information Science/Nature
Technology Fashion/Cosmetics
Common Interests W
ays
to u
tilis
e
• 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” YouT
ube
Desc
ription
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. Po
int of
diffe
rence
• Focused on sharing videos • Allows video sharing with
only a few clicks
Who is
usi
ng it?
50% 50%
Gender
158 million hits per month
Humour Politics & Commentary
Fashion/Cosmetics Science/Nature
Music/Radio
Common Interests
Ways
to u
tilis
e
• 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” G
oogle
+
Desc
ription
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 Po
int of
diffe
rence
• 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
Who is
usi
ng it?
63% 37%
Gender
90 million
users
Student Software Engineer
Consultant Manager
Photographer Marketing Designer
Common Interests
Ways
to u
tilis
e
• 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” Pin
tere
st
Desc
ription
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 Po
int of
diffe
rence
• Quickly share through browser “Pin” which allows you to select a picture on a web page to share it
• A very visual newsfeed
Who is
usi
ng it?
55-70% <45%
Gender
11 million
users
Parenting Home/Family
Bridal Home Décor & Design
Baby Hobbies & Collectibles
Food Fashion /Cosmetics
Common Interests
Ways
to u
tilis
e
• 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
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STARBUCKS
The coffee giant has been busy with a bunch of successful social media campaigns across a range of networks.
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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.
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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.
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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.
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http://www.youtube.com/watch?v=hmRqJwprqf4
BURGER KING
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http://www.youtube.com/watch?v=U8bQ7QNB6F8 http://www.youtube.com/watch?v=d4j1BBoR_Bw
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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
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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
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21ST CENTURY SKILLS REQUIRED TO DO WELL IN THIS AREA
• Media literacy is important because…
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21ST CENTURY SKILLS REQUIRED TO DO WELL IN THIS AREA
Source: www.socmedsean.com
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4. CONCLUSION
