www.andrewchow.sg

1. To be Social? Or
To be MainStream?
Mass Media in Social Media Age

2. 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

3. Outline
 The Convergence of Platforms & Channels
 The Divergence of Content
 The Emergence of Fluid Conversation
 The Difference and Dilemma of both Media

4. Both serving the same purpose
MainStream
Media
Social Media
Introduction

5. The Convergence of
Platforms & Channels

6. Digital Technology Rules…
The Convergence of Platforms & Channels

7. Digital Technology changes the rules of
engagement between brand and customers
The Convergence of Platforms & Channels

8. The Convergence of Platforms & Channels

9. Channels are more fluid :
 Paid (Advertising)
 Earned (Publicity)
 Owned (Broadcaster)
 Social (Social Media)
The Convergence of Platforms & Channels

10. Convergence creates many opportunities
for both the Brands and Broadcasters

11. Is it a Print or a Gadget?
Convergence creates many opportunities for Brand and Broadcasters

12. Is it a Radio or a PC/Mobile?
Convergence creates many opportunities for Brand and Broadcasters

13. Is it a Billboard or TV?
Convergence creates many opportunities for Brand and Broadcasters

14. Is it a TV or Internet?
Convergence creates many opportunities for Brand and Broadcasters

15. Is it a Mobile or Desktop?
Convergence creates many opportunities for Brand and Broadcasters

16. The Divergence of
User Content

17. 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

18. News according to mainstream media
 Stories and Angles
• New
• Unusual
• Current
• Local
• Abnormal
• Sensational
• Insights
• Socially impactful
The divergence of User content

19. Content on Social Media
Main stream media too?

20. Curiosity
Content that reveals
SECRET
Content on Social Media

21. Motivation
Content that remind us that
Dreams can come true
Content on Social Media

22. Against All Odds
Content about
David beating Goliath
Content on Social Media

23. Small is Beautiful. Big is Advantage
Content that reminds us that
what we do matters
Content on Social Media

24. Affirmation
Contents that confirms our assumption
Content on Social Media

25. Sensationalism
Content that has unexpected twists
Content on Social Media

26. Feel Good Story
Content that tells us
a great story
Content on Social Media

27. New Discovery
Content that challenges
our assumption
Content on Social Media

28. Transformation
Content that
Inspires us to action
Content on Social Media

29. New News
How this affect the News on Mainstream media

30. Viral stories on social media makes it on
mainstream news
New News

31. Feedback from Facebook fans becomes
“key comments”
New News

32. Feedback from Facebook fans becomes
“key comments”
Conclusion : 19 July 2012
New News

33. Insider Stories
Singapore General Election 2011
Results were “suggested” by Twitter
before the Returning Officer’s announcement
&
Updates on Social Media platforms are
reported
New News

34. The Emergence of
Fluid Conversation
Content is King, Conversation is Queen

35. 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

36. New Rules
 Listen First, Talk Later
Lesson : Social Media Fire must be put out by social media water
The Emergence of Fluid Conversation

37. New Rules
 Saying something is better saying nothing
Lesson : Be Open and Transparent, People will forgive quickly
The Emergence of Fluid Conversation

38. New Rules
 Begins with one topic, ends with another
Lesson : User generated content is most interesting!
The Emergence of Fluid Conversation

39. New Rules
 Focus on Having Fun, not gathering Fans
Lesson : Speak like your Brand! Live up to its Personality
The Emergence of Fluid Conversation

40. 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

41. The Difference and
Dilemma of Both Media
Social & Main Stream

42. Differences
Criteria Mass Media Social Media
Power Pitching Engaging
Spinning Conversation
Reporting Sharing
Interviewing Discussion
Influence Press conference Social networking
Campaign Collaboration/Feedback
Authority Authenticity
Advertising Advocate
Reach News User-generated content
Circulation Viral
Database Network
Crisis management Brand building
The Difference and Dilemma of Both Media

43. Differences
Criteria Mass Media Social Media
Power Pitching Engaging
Spinning Conversation
Reporting Sharing
Interviewing Discussion
Influence Press conference Social networking
Campaign Collaboration/Feedback
Authority Authenticity
Advertising Advocate
Reach News User-generated content
Circulation Viral
Database Network
Crisis management Brand building
The Difference and Dilemma of Both Media

44. Differences
Criteria Mass Media Social Media
Power Pitching Engaging
Spinning Conversation
Reporting Sharing
Interviewing Discussion
Influence Press conference Social networking
Campaign Collaboration/Feedback
Authority Authenticity
Advertising Advocate
Reach News User-generated content
Circulation Viral
Database Network
Crisis management Brand building
The Difference and Dilemma of Both Media

45. 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

46. 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

47. New Media challengers
Omy.sg (Mainstream with
bloggers community, social media
& Event Management)
The Difference and Dilemma of Both Media

48. New Media challengers
Social Broadcaster
IN 988 – Radio with live footage
& chat with viewers/listeners
The Difference and Dilemma of Both Media

49. New Media challengers
Social Streaming is now possible
The Difference and Dilemma of Both Media

50. Conclusion:
Main Stream Media and Social Media can
Co-Exist! 

51. Main Stream Media
&
Social Media

52. Who is Who?
Shoots his mouth off
(objective Reporting)
Has the last word
Likes Hard News (Subjective Opinion)
Moving eyes for Likes Soft News
Next Big News
See News in its
Entirety
Main stream media and Social Media is an odd couple

53. 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?

54. Questions and Answers

55. Andrew Chow a.k.a Ideasandrew
Social Networking
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http://www.facebook.com/#!/AndrewChowKokWah
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Social Media Sharing
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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/
More than 250 interviews/feature in 6 years from local / International media