To be Social? Or

To be MainStream?

Mass Media in Social Media Age

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

Outline

The Convergence of Platforms & Channels

The Divergence of Content

The Emergence of Fluid Conversation

The Difference and Dilemma of both Media

Both serving the same purpose

MainStream

Media

Social Media

Introduction

The Convergence of

Platforms & Channels

Digital Technology Rules…

The Convergence of Platforms & Channels

Digital Technology changes the rules of

engagement between brand and customers

The Convergence of Platforms & Channels

The Convergence of Platforms & Channels

Channels are more fluid :

Paid (Advertising)

Earned (Publicity)

Owned (Broadcaster)

Social (Social Media)

The Convergence of Platforms & Channels

Convergence creates many opportunities

for both the Brands and Broadcasters

Convergence creates many opportunities for Brand and Broadcasters

Is it a Print or a Gadget?

Convergence creates many opportunities for Brand and Broadcasters

Is it a Radio or a PC/Mobile?

Convergence creates many opportunities for Brand and Broadcasters

Is it a Billboard or TV?

Convergence creates many opportunities for Brand and Broadcasters

Is it a TV or Internet?

Convergence creates many opportunities for Brand and Broadcasters

Is it a Mobile or Desktop?

The Divergence of

User Content

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

News according to mainstream media

Stories and Angles

• New

• Unusual

• Current

• Local

• Abnormal

• Sensational

• Insights

• Socially impactful

The divergence of User content

Content on Social Media

Main stream media too?

Curiosity

Content on Social Media

Content that reveals

SECRET

Motivation

Content on Social Media

Content that remind us that

Dreams can come true

Against All Odds

Content on Social Media

Content about

David beating Goliath

Small is Beautiful. Big is Advantage

Content on Social Media

Content that reminds us that

what we do matters

Affirmation

Content on Social Media

Contents that confirms our assumption

Sensationalism

Content on Social Media

Content that has unexpected twists

Feel Good Story

Content on Social Media

Content that tells us

a great story

New Discovery

Content on Social Media

Content that challenges

our assumption

Transformation

Content on Social Media

Content that

Inspires us to action

New News

How this affect the News on Mainstream media

Viral stories on social media makes it on

mainstream news

New News

Feedback from Facebook fans becomes

“key comments”

New News

Feedback from Facebook fans becomes

“key comments”

Conclusion : 19 July 2012

New News

Insider Stories

New News

Singapore General Election 2011

Results were “suggested” by Twitter

before the Returning Officer’s announcement

&

Updates on Social Media platforms are

reported

The Emergence of

Fluid Conversation

Content is King, Conversation is Queen

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

New Rules

Listen First, Talk Later

The Emergence of Fluid Conversation

Lesson : Social Media Fire must be put out by social media water

New Rules

Saying something is better saying nothing

The Emergence of Fluid Conversation

Lesson : Be Open and Transparent, People will forgive quickly

New Rules

Begins with one topic, ends with another

The Emergence of Fluid Conversation

Lesson : User generated content is most interesting!

New Rules

Focus on Having Fun, not gathering Fans

The Emergence of Fluid Conversation

Lesson : Speak like your Brand! Live up to its Personality

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

The Difference and

Dilemma of Both Media

Social & Main Stream

Differences

Criteria

Mass Media Social Media

Power Pitching

Spinning

Reporting

Interviewing

Engaging

Conversation

Sharing

Discussion

Influence Press conference

Campaign

Authority

Advertising

Social networking

Collaboration/Feedback

Authenticity

Advocate

Reach News

Circulation

Database

Crisis management

User-generated content

Viral

Network

Brand building

The Difference and Dilemma of Both Media

Differences

Criteria

Mass Media Social Media

Power Pitching

Spinning

Reporting

Interviewing

Engaging

Conversation

Sharing

Discussion

Influence Press conference

Campaign

Authority

Advertising

Social networking

Collaboration/Feedback

Authenticity

Advocate

Reach News

Circulation

Database

Crisis management

User-generated content

Viral

Network

Brand building

The Difference and Dilemma of Both Media

Differences

Criteria

Mass Media Social Media

Power Pitching

Spinning

Reporting

Interviewing

Engaging

Conversation

Sharing

Discussion

Influence Press conference

Campaign

Authority

Advertising

Social networking

Collaboration/Feedback

Authenticity

Advocate

Reach News

Circulation

Database

Crisis management

User-generated content

Viral

Network

Brand building

The Difference and Dilemma of Both Media

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

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

New Media challengers

The Difference and Dilemma of Both Media

Omy.sg (Mainstream with

bloggers community, social media

& Event Management)

New Media challengers

The Difference and Dilemma of Both Media

Social Broadcaster

IN 988 – Radio with live footage

& chat with viewers/listeners

New Media challengers

The Difference and Dilemma of Both Media

Social Streaming is now possible

Conclusion:

Main Stream Media and Social Media can

Co-Exist!

Main Stream Media

&

Social Media

Who is Who?

Main stream media and Social Media is an odd couple

Shoots his mouth off

(objective Reporting) Has the last word

(Subjective Opinion) Likes Hard News

Likes Soft News Moving eyes for

Next Big News

See News in its

Entirety

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?

Questions and Answers

Andrew Chow a.k.a Ideasandrew

More than 250 interviews/feature in 6 years from local / International media

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/