Old Media

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The transition from
Old Media
to
New Media
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Our case is a new one. Therefore we must think
anew. And act anew.Abraham Lincoln
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(No Transcript)
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Trends
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The Frames Trends In Motion
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Clinton

• Message
• Experience
• motion
• DetailsFear
• Change Agent
• I/Me
• Approach
• Top-down
• Media
• Hallmark Channel
• Philosophy
• Micro-trends

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Obama

• Change
• Emotion
• Hope
• Change Agent
• We/You
• Approach
• Bottom-up
• Media
• YouTube
• Philosophy
• Mashup

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(No Transcript)
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The Future Does Not Fit Into The Containers Of
The Past
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The Future Comes From The Slime
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Screenagers
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Lean Back vs. Lean Forward
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Lean Back
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(No Transcript)
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Methodology

• The survey was joined conducted by
  Exchange4media.com and Blogworks.in in
  December 2008 January 2009(19 December to Jan
  5).
•  A detailed questionnaire, consisting high impact
  questions, was hosted online to collect responses
  from the desired audience working
  professionals, executives, business leaders from
  India. E-mailers, advertising and word-of-mouth
  around the survey resulted in a total of 590
  started surveys a response count of 363 and 267
  completed surveys.
•  Survey forms by participants who chose to remain
  anonymous (or filled gibberish), or those who did
  not meet the audience criteria were removed from
  the results tally. Statistical analysis of each
  question only takes into account valid responses
  to that specific question and not the total
  number of entries, thus allowing for a more
  precise evaluation.
•  Trends are captured graphically comments from
  participants are highlighted with names where
  participants gave us explicit permission to quote
  them, and without giving away identities of
  participants, organisations they represent,
  where participants did not wish to be quoted. We
  have also tried to draw trends, establish
  linkages and these are highlighted.
•  
• exchange4media.com (http//www.exchange4media.com
  ) is one of the most credible and the largest
  source of media, advertising and marketing
  information in India and
•  
• Blogworks (http//www.blogworks.in) is a
  specialist communication offering, delivering
  strategic solutions and know-how to brands
  corporates for using conversational
  communication and marketing' effectively.

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Survey Findings

• Social Media credibility is clearly mainstream,
  with only 4 percent respondents stating that it
  enjoys very little credibility.
•  
• Like in any other medium, its not the tool but
  the voice/s associated with it that matter.
•  
• A total of 43 percent of the respondents believe
  that as a whole blogs and social media enjoy
  credibility, whereas a majority, 54 percent
  respondents, believe that specific sources enjoy
  some credibility.
•  
• As more and more experts adopt Social Media,
  credibility is expected to go up further.

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• Marketers acknowledge impact on business, with an
  overwhelming 90 percent of respondents
  believethat blogs and Social Media platforms
  presently have an impact on business and
  marketing.
•  
• Only 8 percent of respondents think Blogs and
  Social Media have very little or no impact and 2
  percent remaining undecided. Many amongst the
  sceptics are likely to become converts, over the
  next year or two, with only 2 percent saying
  Social Media will still have very little impact
  2 percent remain undecided.
•  
• Most interestingly, a clear majority of
  respondents (58 percent) believe that Social
  Media will have a huge impact on business
  marketing, over the next year or two a steep 37
  percent jump from 21 percent at present.

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Social Media impact felt, by Organisations
themselves

• A majority (55 percent) respondents have brands
  being impacted by Social Media. 33 percent have
  seen their own brands been impacted this impact
  has both been favourable and unfavourable
•  
• Favourable and unfavourable impact (cases)-
• (positive green Negative red)
• Jet Airways used Social Media to promote their
  student offers very effectively by targeting the
  right social media networks
• ...Nokia has done a good job with early adopters
  for their newer and higher-end handsets and
  accessories. Approaching influential bloggers to
  test and write about their products has given
  them a positive impact.
• Apple lost a fortune when bloggers spread the
  rumour about the launch of iPhone being postponed
  and also the rumour about Steve jobs getting a
  heart-attack
• Dell's battery issue was first reported in a
  blog which ultimately flared up into a crisis for
  the company... 

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• Engagement, not Sales
• For nearly 90 percent respondents, buzz and word
  of mouth aretop deliverables from Social Media
  activities still a one-way street
•  
• However, encouraging statistics that shows
  organisations and brands are clearly moving
  towards a conversational path include
• Over 65 percent respondents think Social Media
  can deliver insights
• Over 61 percent think Social Media can build
  engagements
• Over 46 hope to create better products services
• Two-way marketing has arrived...wasnt this how
  it was supposed to be in the first place?
• Social Media influences purchase decisions.
• An overwhelming 85 percent respondents agree that
  Social Media does have an impact on purchase
  decisions.

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• A measurement metric seems to be emerging with
  top 5 parameters giving a good on returns and
  others finding a good share of approval, to be
  used based on depth and need of the programme
•  
• Brand Awareness is the top choice for respondent
  to evaluate return. Measuring this, and impact
  of Social Media, there upon will need some
  rigour. Impact on Sales didnt make it to the top
  5 list, and thats a good thing given Social
  Media focus on insights, engagement and
  co-creation.

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• Emphasis on Strategy is the way forward
• 86 percent of respondents associate value with a
  long-term strategy when it comes to their Social
  Media engagement and a majority 53 percent
  believe that this would be a very important need
  for an impactful Social Media activity
• In fact a Social Media strategy cannot exist in
  isolation it has to be a part of the overall
  brand/ organisational objectives
• Moreover, Social Media spends expected to
  increase because of economy slowdown

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Top trends, as seen by respondents

• Taking Web2.0 to the next level Widgets, wikis,
  micro-blogging, auto-tagging, networking on the
  Mobile, SMS based marketing Sharper focus,
  enhanced multiple webs of communication,
  on-the-go
•  
• Engagement and insights Increasing consumer
  awareness, more informed decision making, and
  hence, the obvious route to take is content
  co-creation with stakeholders and enhanced
  brand-awareness through sharp, focused reach
•  
• An increasing habit of self-expression this
  would develop more through interest based groups.
  Valuable niches and communities
•  
• Blog 2.0 From irreverent casual writing to
  credible, action/knowledge oriented writing
  Blogs becoming not just a medium for ones
  coolness quotient but also awareness quotient
•  
• Higher spends on Social Media programs Celeb
  involvement and inter-mixing of traditional and
  new media makes for Social Media now getting a
  greater reach. Goes hand in hand with rise in
  internet penetration
•  
• Social Media Experts Importance of strategy for
  brands which adopt social-media cannot be
  over-stressed. The medium is constantly moving
  from being speculative to effective and
  measurable. Hence, the birth of Experts, as
  knowledge to optimize the tools is required.
•  

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What was the impact of the economic slow down on
the industry and are we seeing signs of turn
around now?
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Source Pitch, July 2009
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What are the lessons learnt and opportunities
uncovered?
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• Lessons learnt
• Bring down costs
• Become multimedia
• Chase Revenues, not Valuation
• Look at regional markets
• Monetize content
• Bring down dependence on advertising

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What future innovations do you foreseevis-à-vis
Business Models, New Formats etc.?
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• Consolidation
• Synergy
• Covergence
• Collaboration

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How important are regional markets and will this
be a business value creator? Will media assets in
regional markets gain pricing power ?
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VERY IMPORTANT! Knights in shining armour
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How are you leveraging technology to enable your
growth ambitions?
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• Implementing it across all functions
• Making it a primary driver

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What are your strategies tomonetize your online
content?
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• Online - Advertising
• Subscription Premium paid newsletter

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What are the disruptions you see happening in the
next 12/18 months?
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• Super Local Content
• Audio -Video
• Advertiser-owned Media
• Communities to Commerce