media landscape in 2012
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Media Landscape in 2012
Navigating in the Era of Content
Walter Jennings, Partner
Pacific Conferences | Singapore & Hong Kong | July 2012
Today’s Agenda
Overview of the changing media landscape The rise and rise of social media:
Riding the social media wave for greater reach & engagement
The Era of Content:How to harness paid, free and user-generated content to gain greater attention
Do’s and Don’ts of brand preservation in the age of conversation
Where do we start?
“For my one year old daughter, a magazine is an iPad that does not work.”
It’s Not Just Baby.
“Most consumers never really warmed up to the experience of reading text on a computer screen. Tablets, however, have changed the situation; many users consider reading on a tablet just as pleasant, if not more so, than reading print materials.”
Alex Bhak, Partner, Bain & Company(Source: Rethink 2011, Volume 2, by Stora Enso)
The King is Dead?
“Circulation of print newspapers continues to plummet, and we believe that the only print newspapers that will survive will be at the extremes of the medium – the largest and the smallest.”
Jeffrey I. Cole, Director of USC Annenberg Center for the Digital Future (Source: Accuracy in Media, December 2011)
Frontline Australia:Restructuring at Fairfax Media
Sydney Morning Herald, The Melbourne Age & Canberra Times
1,900 job losses – 20% from editorial Canberra Times closes Parliament House office Consolidated news rooms From broadsheet to tabloid Rumoured: And end to weekday print newspaper
"No one should be in any doubt that we are operating in very challenging times,“
- Greg Hywood, Fairfax CEO & MD
Meanwhile, News from News
Splitting broadcast and newspaper businesses Realise greater value for entertainment assets
– “News Corporation minus the publishing assets is definitely worth owning,” said Greg Fraser, Analyst at Fat Prophets share market research.
"The split comes at an already traumatic time here, with the whole Australian business being restructured and hundreds and hundreds of jobs being cut.” - Anonymous employee at The Australian
Peripheral Collateral
“Globally we see a worst-case scenario of a 25% reduction in paper demand for newspapers, magazines and fine papers by 2020.”
Alex Bhak, Partner, Bain & Company(Source: Rethink 2011, Volume 2, by Stora Enso)
Contributing Factors
Demographics of aging readers Growth of tablets = better reader experience Unlimited access to information Acclimatised to “always on” culture Growth of non-traditional news sources
“Watching the Chilean miners come up on
Twitter, it never occurred to me there was a television nearby.”
Rapid Uptake of New Technologies
In Q2 2012 earnings at the end of April Apple said that it had sold 35.1 million iPhones
and 11.8 million iPads in the quarter.
That’s 91 iPads per second
Don’t Change the Channel!
Some Magic Left?
Newspapers are Rupert Murdoch’s heritage
“News Corp Publishing shouldn't be glossed over as an investment, either. Sometimes, if you rub an antique pot, interesting things can happen.”
Greg Fraser, Analyst at Fat Prophets share market research
On this Side of the World
Increased newspaper circulation – Africa, Asia & South America
World’s largest newspaper markets– India, China & Japan
Prognosis? Many will fall; Some will rise
Winners
“Blended” print and online Added value online Glossy lifestyle magazines Quality journalism Digital news magazines Established brands
Losers
Broadsheets Separated newspapers Free content online Pay-only content online Some print news magazines New entrants
Today’s Agenda
Overview of the changing media landscape The rise and rise of social media:
Riding the social media wave for greater reach & engagement
The Era of Content:How to harness paid, free and user-generated content to gain greater attention
Do’s and Don’ts of brand preservation in the age of conversation
“the largest increase in expressive capability in human history.”
- Clay Shirky, Author
publishers formerly known as audiencemany to many
in a connected world, power shifts to those best able to connect.
Dov Seidman
“ ”
build a culture
honesty only policy
identify yourself
social media guidelines
training
constant communication
clarity about home, work
don’t start unless committed
inform
educaterepeat
how to listensocial media monitoring
outreach basicsstart small
be consistent
create a unique voice
be relevant
build a network, create allies
register everywhere
listen and respond
register
connectfind your voice
building allies
create relationships
know who is who
conversations are two way
be supportive
make it habit to be online
listen and help
ask for guidance, feedback
be really quick
to make
friendsbe a friend
milestones
link to business plan
measure engagement
trial programs
ask for feedback
understand
measureevaluate
it helps us connect
Today’s Agenda
Overview of the changing media landscape The rise and rise of social media:
Riding the social media wave for greater reach & engagement
The Era of Content:How to harness paid, free and user-generated content to gain greater attention
Do’s and Don’ts of brand preservation in the age of conversation
IT’S ALL
ABOUTCONTENT
Paid
Free
User Generated
Meet Tavi Gevinson
Born 1996 Blogger from age 11 Editor-In-Chief of
Rookie Mag Invited by Vogue to
New York Fashion Week Launched clothing line Now author, talk show guest,
columnist & celebrity
Teen Power
Blogger Relations
Do
Research your industry bloggers
Read their stories Understand their influence Provide easy-to-share content Continually update Invite them to events
Don’t
Email a press release Discount as second class Dictate stories Pay for play Make it a one night stand Ignore negative coverage
Ways to a Blogger’s Heart
Re-Tweet their stories to your followers Build a relationship – not a transaction Carry on conversations Comment on their posts! Give them lots of easy to use content
– Videos, photos, infographics, statistics
Today’s Agenda
Overview of the changing media landscape The rise and rise of social media:
Riding the social media wave for greater reach & engagement
The Era of Content:How to harness paid, free and user-generated content to gain greater attention
Do’s and Don’ts of brand preservation in the age of conversation
Don’t Change the Channel!
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it pays to have a
sense of humour
Red Cross volunteer mistook her personal and company Twitter accounts.#gettingslizzerd a worldwide trending topic.
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Ford lets
new buyersdrive the Ap
“80,000 ‘hand raisers’ asked to be kept up to date on the U.S. launch of the Ford Fiesta. Of those, 97 percent did not own a Ford vehicle.”
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Higher chatter means
higher revenue
“A study done at HP Labs that showed how Twitter can predict box office revenue - not just popularity - with 97.3% accuracy.”
Where do we start?
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don’t Tweet
and drive
Chrysler’s social media agency of record had a dedicated Twitter writer. He’s no longer with the firm.
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And makes mistakes
infamous
Friday night pizza led to Saturday morning Twitter sensation. By Monday it was reported in newspapers around the world.
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Bank of America ranks
most hated
Molly Katchpole is a 22 year old unemployed college graduate. Her petition against a $5 monthly charge for an ATM card gathered 300,000 signatures, and led to a change in bank policy.
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publish
meanspublish
True confession but i'm in one of those towns where I scratch my head and say “I would die if I had to live here!”
- Ketchum executive when landing in FedEx WHQ city of Memphis, TN
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act now means
act now
Do’s and Don’ts
Do
Know what’s said about you Protect your brand Build a community Have a sense of humour Train your people about
social media Act fast Engage your network Solve the problem on the
platform it was created
Don’t
Believe it will go away Expect your employees to
know social media policy Be too afraid to engage Expect the same levels of
professional journalism Enter into petty discussions
Today’s Agenda
Overview of the changing media landscape The rise and rise of social media:
Riding the social media wave for greater reach & engagement
The Era of Content:How to harness paid, free and user-generated content to gain greater attention
Do’s and Don’ts of brand preservation in the age of conversation
“If you don’t like
change,
you’re going to like
irrelevance even less.”General Eric Shineski, Retired Chief of Staff, U.S. Army
thanks. i’m
blogging this.
www.twitter.com/FacingChina