Social media is finally here. No brand or marketer or business can afford to ignore. It's reach and cost effectiveness has no comparison. Social media is as transformative as it is evolutionary. During my discussions with many CEOs, CIOs, CMOs and Marketing Professionals, I’ve noticed that the path towards new media enlightenment often hinges on corporate culture and specific marketplace conditions. Full social media integration often happens in several phases — it’s an evolutionary process for both companies and customers.
Here are the ten most common phases that businesses experience as they slowly but surely integrate social media into their business.
Startup Phase: Listen and Report
This is the entry point for businesses to better understand the behavior of an interactive marketplace.
Listen: Employ listening devices such as Google Alerts, Twitter Search, Radian6 and PR Newswire’s Social Media Metrics to track conversations and instances associated with key words.
Report: Distill existing social media conversations into an executive report. This early form of reporting is merely designed to provide decision makers with the information they’ll need for continued exploration of social media and its potential impact on business.
Phase 2: Test the Waters
Once the initial intelligence is gathered, businesses will set the stage for social media participation. This is an interesting phase, as it often joins Stage 1 as a more comprehensive first step. Instead of researching the best ways to engage, many businesses create accounts across multiple social networks and publish content without a plan or purpose. However, those businesses that conduct research will find a rewarding array of options and opportunities to target.
Presence: Create official presences across one or more social networks, usually Twitter, Facebook, You Tube, Blogs, Linkedin and probably, Flickr. Early on, this is often experimental, and less about strategic engagement.
Analysis: Review activity for frequency, the state of sentiment allocation, traffic, as well as the size of connections-friends, followers, fans, etc. Provide managers with a limited glimpse into the effects of presence and participation.
Phase 3: Socialize with Online Media
The next stage in the evolution of a new media business is the proverbial step towards “joining the conversation.” As companies take the phase, they will eventually pay attention to the reaction of the audience in order to respond and improve content, define future engagements, and humanize communication.
Conversation: Representative of an early form of participation, this phase usually evokes reactive engagement based on the nature of existing dialogue or mentions and also incorporates the proactive broadcasting of activity, events and announcements.
Rapid Response: Listen for potentially heated, viral, and emotional activity in order to extinguish a potential crisis.
Metrics: Document the aforementioned activity in order to demonstrate momentum. This is usually captured in the form of friends, fans, followers, conversations, sentiment, mentions, traffic, and reach.
Phase 4: Find a Voice and a Sense of Purpose
This is a powerful milestone in the maturation of new media and business. By not only listening, but hearing and observing the responses and mannerisms of those who define our markets, we can surface pain points, source ideas, foster innovation, earn inspiration, learn, and feel a little empathy in order to integrate a sense of purpose into our socialized media programs.
Research: Review activity for public sentiment, including negative and neutral commentary. Observe trends in responses and ultimately behavior. This allows for a poignant understanding of where to concentrate activity, at what level, and with what voice across marketing, sales, service, and PR.
Strategic Visibility: Introduce relevance and focus. You don’t have to be everywhere in order to create presence, just in the places where you would be missed. Understanding that the social web is far more extensive than Twitter, blogs, and Facebook, brand managers search across the entire web to locate where influential dialogue transpires.
Relevance: “Chatter” or aimless broadcasting is not as effective as strategic communications and engagement. This stage reflects the exploration of goals, objectives, and value implementation. Companies begin to learn that exchange is based on trust and loyalty.
Phase 5: Transform Words Into Actions
Actions speak louder than words. Businesses must act. Once the door to social consciousness is opened, bring the spirit of your company through it to affect change.
Empathy: Social media personifies companies. It allows us to see who it is we’re hoping to reach, and what motivates them. Listening and observing is not enough. The ability to truly understand someone, their challenges, objectives, options, and experiences allows us to better connect with them.
Purpose: The shift from simple response to purposeful, strategic communication will be mutually beneficial. It is in this stage that we can truly produce captivating content and messages. In order to hold it, we have to give the audience something to believe in — something that moves them.
Phase 6: Humanize the Brand and Define the Experience
Through the internalization of sentiment, brands will relearn how to speak. No longer will we focus on controlling the message from conception to documentation to distribution. We lose control as our messages are introduced into the real world. Our story migrates from customer to customer. This chain forms a powerful connection that reveals true reactions, perception, and perspectives.
The Humanization of the Brand: Once we truly understand the people who influence our markets, we need to establish a persona worthy of attention and affinity. A socialized version of a branding style guide is necessary.
Experience: Our experience in dynamic social ecosystems teaches us that online activity must not only maintain a sense of purpose, it must also direct traffic and shape perceptions. We question our current online properties, landing pages, processes, and messages. We usually find that the existing architecture leads people from a very vibrant and interactive experience (social networks) to a static dead end (our web sites). As we attempt to redefine the experience of new customers, prospects and influencers, we essentially induce a brand makeover.
Phase 7: Community
Community is an investment in the cultivation and fusion of affinity, interaction, advocacy and loyalty. Learned earlier in the stages of new media adoption, community isn’t established with the creation of a social profile. Community is earned and fortified through shared experiences. It takes commitment.
Community Building/Recruitment: While we are building community through engagement in each of the previous stages, we will proactively reach out to ideal participants and potential ambassadors. We become social architects, and build the roads necessary to lead customers to a rich and rewarding network, full of valuable information and connections.
Phase 8: Social Darwinism
Listening and responding is only as effective as its ability to inspire transformation, improvement, and adaptation from the inside out. Survival does not hinge solely on a company’s social media strategy. The social element is but one part of an overall integrated strategy. It’s how we learn and adapt that ensures our place within the evolution of our markets.
Social Media as embraced in the earlier phases is not scalable. The introduction of new roles will beget the restructuring of teams and workflow, which will ultimately necessitate organizational transformation to support effective engagement, production, and the ongoing evolution towards ensuring brand and product relevance.
Adaptation: In order to truly compete for the future, artful listening, community building, and advocacy must align with an organization’s ability to adapt and improve its products, services, and policies. In order for any team to collaborate well externally, it must first foster collaboration within. It is this interdepartmental cooperative exchange that provides a means for which to pursue sincere engagement over time.
Organizational Transformation: The internal reorganization of teams and processes to support a formal Social Customer Relationship Management (sCRM) program will become imperative. As social media chases ubiquity, we learn that influence isn’t relegated to one department or function within an organization. Any department affected by external activity will eventually socialize. Therefore, an integrated and interconnected network of brand ambassadors must work internally to ensure that the brand is responding to constructive instances, by department. However, at the departmental and brand level, successful social media marketing will require governance and accountability. Organizational transformation will gravitate towards a top-down hierarchy of policy, education, and empowerment across the entire organization.
Phase 9: The Socialization of Business Processes
Multiple disciplines and departments will socialize, and the assembly or adaptation of infrastructure is required to streamline and manage social workflow.
Social CRM (sCRM): Scalability, resources, and efficiencies will require support, resulting in a modified or completely new infrastructure that either augments or resembles a CRM-like workflow. Combining technology, principles, philosophies and processes, sCRM establishes a value chain that fosters relationships within traditional business dynamics. As an organization evolves through engagement, sCRM will transform into SRM — the recognition that all people, not just customers, are equal. It represents a wider scope of active listening and participation across the full spectrum of influence.
Phase 10: Business Performance Metrics
Inevitably, we report to executives who may be uninterested in transparency or authenticity. Their goal, and job, is to steer the company toward greater profits. In order to measure the true effects of social media, we need the numbers behind the activity –- at every level.
While many experts argue that there is no need to measure social engagement, make no mistake: Social is measurable, and the process of mining data tied to our activity is extremely empowering. Our ambition to excel should be driven through the inclusion of business performance metrics, with or without an executive asking us to do so. It’s the difference between visibility and presence. And in the attention economy, presence is felt.
ROI: Without an understanding of the volume, locations, and nature of online interaction, the true impact of our digital footprint and its relationship to the bottom line of any business is impossible to assess. An immersive view of our social media goals and objectives allows us to truly measure ROI. Phase 10 reveals the meaning and opportunity behind the numbers and allows us to identify opportunities for interaction, direction, and action.
Conclusion
The thing about social media is that it’s always new, and as such, these phases represent a moment in time. They will continue to evolve and expand with new technologies and experiences. In the end, social media is a privilege and a tool — one more opportunity to run a more meaningful and relevant business.
Nov 1, 2009
Enterprise 2.0 and Digital Media are two sides of a coin
Enterprise 2.0 and Digital Strategy consulting is a fast emerging global business opportunity.
The New Media is fast emerging as an attractive proposition for leading Brands and Marketers worldwide. Yet, there are inertia due to the changes required in the process and best practices and mindset of people to adopt new frameworks and technology solutions. The New Media is diverse and complex. This is the challenge. We need champions and evangelists to spread the New Media applications. We need a global hub; which will engage continuously to develop and provide frameworks, solutions, training, and research studies to help the new media community with the required expertise.
Let me explain on the Enterprise 2.0 concept a bit more, because it’s not about a mere interactive web site or a jazzy flash file! The enterprise 2.0 framework is an amalgamation of comprehensive Employee 2.0, Partner 2.0, Customer 2.0 and Brand 2.0 frameworks. Enterprise 2.0 concept promises multiple benefits for any organization, big or small.
Agility is the buzzword for organizations, Big or Small! Small organizations want to grow big. Big organizations want to grow small; or become Agile. In other words become efficient and well managed. Productivity enhancements through effective Team Building and Contextual Collaboration alone can achieve such objectives. The Employee 2.0 framework is a great enabler to implement such drivers.
It’s a Partnering Age! Organizations forge partnerships in different areas of business such as Strategic, Financial, Marketing, Business Development, Technology and Human Resource space. Organizations need partnerships, because they can’t innovate everything themselves to grow and stay ahead of competition. In other words, effective partnership can help organizations to innovate. The Partner 2.0 framework is a great enabler to implement such drivers.
Customer is King!! Customers are key to sustain and grow business. Organizations put a lot of effort and millions of dollars in New Product Development, R&D, Marketing, Support Services, Advertisements to acquire and retain customers. Yet, securing and maintaining Customer Loyalty is a constant challenge. The Customer 2.0 and Brand 2.0 frameworks are enablers to implement such drivers.
The Enterprise 2.0 and Digital Media are two sides of a coin. Organizations need comprehensive Digital Strategy to connect with employees, partners and customers to influence and engage continuously in a meaningful and effective ways. This is a challenge for all organizations and is a huge global business opportunity for all of us. Many experts and Thought Leaders promise about the transformation of the Digital Economy into a more vibrant ‘Media Economy’. And here is your chance to leverage on that promise. Needless to state that, we shall support your work with your global customers through driving adoption and value generation phases.
Do you wish to be partner to such an initiative and leverage on the opportunity?
The New Media is fast emerging as an attractive proposition for leading Brands and Marketers worldwide. Yet, there are inertia due to the changes required in the process and best practices and mindset of people to adopt new frameworks and technology solutions. The New Media is diverse and complex. This is the challenge. We need champions and evangelists to spread the New Media applications. We need a global hub; which will engage continuously to develop and provide frameworks, solutions, training, and research studies to help the new media community with the required expertise.
Let me explain on the Enterprise 2.0 concept a bit more, because it’s not about a mere interactive web site or a jazzy flash file! The enterprise 2.0 framework is an amalgamation of comprehensive Employee 2.0, Partner 2.0, Customer 2.0 and Brand 2.0 frameworks. Enterprise 2.0 concept promises multiple benefits for any organization, big or small.
Agility is the buzzword for organizations, Big or Small! Small organizations want to grow big. Big organizations want to grow small; or become Agile. In other words become efficient and well managed. Productivity enhancements through effective Team Building and Contextual Collaboration alone can achieve such objectives. The Employee 2.0 framework is a great enabler to implement such drivers.
It’s a Partnering Age! Organizations forge partnerships in different areas of business such as Strategic, Financial, Marketing, Business Development, Technology and Human Resource space. Organizations need partnerships, because they can’t innovate everything themselves to grow and stay ahead of competition. In other words, effective partnership can help organizations to innovate. The Partner 2.0 framework is a great enabler to implement such drivers.
Customer is King!! Customers are key to sustain and grow business. Organizations put a lot of effort and millions of dollars in New Product Development, R&D, Marketing, Support Services, Advertisements to acquire and retain customers. Yet, securing and maintaining Customer Loyalty is a constant challenge. The Customer 2.0 and Brand 2.0 frameworks are enablers to implement such drivers.
The Enterprise 2.0 and Digital Media are two sides of a coin. Organizations need comprehensive Digital Strategy to connect with employees, partners and customers to influence and engage continuously in a meaningful and effective ways. This is a challenge for all organizations and is a huge global business opportunity for all of us. Many experts and Thought Leaders promise about the transformation of the Digital Economy into a more vibrant ‘Media Economy’. And here is your chance to leverage on that promise. Needless to state that, we shall support your work with your global customers through driving adoption and value generation phases.
Do you wish to be partner to such an initiative and leverage on the opportunity?
Oct 24, 2009
“Who owns Consumer issues? Brands or Consumers?”
There is always gap between consumer expectations and services they receive from brands and marketers. Brands and Marketers strive hard to service customers and regularly try to connect with consumers through one/more touch points, programs and events. Yet, often consumers receive raw deals.
Consumers of Retail, Telecom services, Financial services, Travel and Hospitality services business face many issues. Consumers resist some, accept some and get ‘used to’ some issues. Sometimes consumers switch loyalty with brands due to one/more issues they encounter. No wonder, consumer confidence in Brands erodes when issues prevail and/or not addressed to, over many transactions. If we address consumer issues, it helps build consumer confidence in brands and help build customer loyalty and brand equity. Conversely it also helps Brands and Marketers to understand consumers better. Consumer satisfaction and/or delight is a unique experience; which consumers cherish and reward. As partners in the service of Brands and Marketers and finally the consumers, we need to work towards creating that unique consumer experience. Because consumer experience will be the key differentiator for businesses in future.
New Media Technologies provide many ways to connect and interact with consumers. We need to continuously innovate and provide ‘New Media technology’ driven solutions to retail consumer issues and consumer wishlist. It’s a proactive approach and not reactive. It’s a journey and not a destination. Therefore, the Interactive Media Worldwide community management team would like to forge Strategic Partnerships with leading Brands & Agencies to find, conceptualize, design technology driven solutions in order to help resolve consumer issues. The benefits are hugely rewarding. Brands and Marketers will have more satisfied consumers and more opportunity to serve them. If you are a creative, interactive, marketing communication agency, you will have more opportunity to forge improved business relationships with the brands and marketers you serve.
Through such initiatives and continued efforts, let’s make the
Interactive Media Worldwide, a truly ‘value’ driven community.
Would you be interested to forge a strategic partnership to continuously innovate and find New Media Technology driven solutions to consumer issues?
Jan 28, 2009
Multiplatform Concept for New Age Media: 
New Age Media is diverse and complex. It’s a disruptive media paradigm. The evolution of social media together with semantic web has given rise to new school of thoughts and new approaches to address people’s daily problems. Its freedom for everyone and every individual can listen and at the same time voice concerns. Every person has now transformed into a media entity. The power and reach of social media is enormous. Content clearly rules. Directive advertising messages has no place in the semantic web era. The rules of the game applicable to mass media and legacy media networks won’t hold good.
Every individual will now be part of complex and focused communities to help himself with meaningful services. Brands have to keep pace with customers and present themselves, wherever customers are. As one of the marketing director puts it, if customers are already using it, brands can’t ignore it. The paradigm shift in media space is going to inflict change in the way brands and marketers work with media.
LinkedIn, Facebook, Twitters are not the only ones marketers need to look into. The New Age Media is not just about creating Digital Experience within PC. Out of Home media can create deep impressions too. The Video walls, interactive Billboards, Digital Signages, Customer Kiosks, all have the power to create impulsive purchase decision and greatly influence the customer, so much so to convert a shopper into a buyer. So, the spectrum is wider and growing. Consumers are already using multiplatform media. They are in social media networks, mobile, web, channels, kiosks and everywhere. If you cant’ reach them, you loose them!
Brands need a comprehensive digital strategy to leverage the power of new age media.
The current practices to ‘use’ or ‘misuse’ email and mobile channels will be under ‘check’. Email and mobile messaging is considered as intruding and hostile. Many countries have stringent laws which protects the consumers from spam. Brands can not just afford to loose their moral standing. Brands and marketers must realize this fact. Gone are the days when campaign means sending out bulk or unsolicited ‘proactive’ campaign mails/sms. Therefore email and mobile SMS are not an open option for marketers. I am not saying that email and mobile will cease to exist. No, they will co-exist along with other channels.
From the influence perspectives, the good side, as per a recent study that ‘text’ conveys only 7% of a message, ‘voice’ conveys 23% and ‘visuals’ ( such as video) conveys 70% of a message. So video and voice will be the dominating factor of influence in the New Age Media.
The point I am driving is that, the multiplatform EMPs which exist today have become legacy applications and fall short in many aspects and they are not the technology solutions for the brands in the social media world. Its certainly not the application stack, which brands and marketers should continue to use. However certain capabilities like campaign planning and customer response tracking can be used with certain facelift.
In my opinion, a true New Age Media enabled multiplatform should help to create, grow and manage interactive Touch Points; for the majority or the full spectrum of New Age Media. The platform should provide ability to create and publish campaign plans to larger content provider community, bloggers, custom content developers, writers, communication professionals to participate and collaborate in the digital assets supply chain process. Media networks then configure and setup Interactive Touch Points to be able to reach and connect with targeted audience. Customer transactions including responses, purchase transactions, service requests etc are then managed through various Touch Points, which is integrated with a back end system. Its like a Funnel, where interests of diverse communities are channelized and converged to establish a unified view.
This would empower brand managers, media assets companies, creative and content professionals, bloggers and writers, media network operators, marketing and sales professionals, back office agents to work collectively and collaboratively as ‘teams’ to service customers and to continuously realize higher ROI for marketing investments and most importantly acquire new customers and enrich customer loyalty for brands. This would also help brands project a ‘Unified View’ to customers.
The key aspect of the New Age Media enabled multiplatform is the visibility it provides to brands and marketers and true value it provides across the end-to-end customer influence and engagement (I&E) life cycle.
New Age Media is diverse and complex. It’s a disruptive media paradigm. The evolution of social media together with semantic web has given rise to new school of thoughts and new approaches to address people’s daily problems. Its freedom for everyone and every individual can listen and at the same time voice concerns. Every person has now transformed into a media entity. The power and reach of social media is enormous. Content clearly rules. Directive advertising messages has no place in the semantic web era. The rules of the game applicable to mass media and legacy media networks won’t hold good.
Every individual will now be part of complex and focused communities to help himself with meaningful services. Brands have to keep pace with customers and present themselves, wherever customers are. As one of the marketing director puts it, if customers are already using it, brands can’t ignore it. The paradigm shift in media space is going to inflict change in the way brands and marketers work with media.
LinkedIn, Facebook, Twitters are not the only ones marketers need to look into. The New Age Media is not just about creating Digital Experience within PC. Out of Home media can create deep impressions too. The Video walls, interactive Billboards, Digital Signages, Customer Kiosks, all have the power to create impulsive purchase decision and greatly influence the customer, so much so to convert a shopper into a buyer. So, the spectrum is wider and growing. Consumers are already using multiplatform media. They are in social media networks, mobile, web, channels, kiosks and everywhere. If you cant’ reach them, you loose them!
Brands need a comprehensive digital strategy to leverage the power of new age media.
The current practices to ‘use’ or ‘misuse’ email and mobile channels will be under ‘check’. Email and mobile messaging is considered as intruding and hostile. Many countries have stringent laws which protects the consumers from spam. Brands can not just afford to loose their moral standing. Brands and marketers must realize this fact. Gone are the days when campaign means sending out bulk or unsolicited ‘proactive’ campaign mails/sms. Therefore email and mobile SMS are not an open option for marketers. I am not saying that email and mobile will cease to exist. No, they will co-exist along with other channels.
From the influence perspectives, the good side, as per a recent study that ‘text’ conveys only 7% of a message, ‘voice’ conveys 23% and ‘visuals’ ( such as video) conveys 70% of a message. So video and voice will be the dominating factor of influence in the New Age Media.
The point I am driving is that, the multiplatform EMPs which exist today have become legacy applications and fall short in many aspects and they are not the technology solutions for the brands in the social media world. Its certainly not the application stack, which brands and marketers should continue to use. However certain capabilities like campaign planning and customer response tracking can be used with certain facelift.
In my opinion, a true New Age Media enabled multiplatform should help to create, grow and manage interactive Touch Points; for the majority or the full spectrum of New Age Media. The platform should provide ability to create and publish campaign plans to larger content provider community, bloggers, custom content developers, writers, communication professionals to participate and collaborate in the digital assets supply chain process. Media networks then configure and setup Interactive Touch Points to be able to reach and connect with targeted audience. Customer transactions including responses, purchase transactions, service requests etc are then managed through various Touch Points, which is integrated with a back end system. Its like a Funnel, where interests of diverse communities are channelized and converged to establish a unified view.
This would empower brand managers, media assets companies, creative and content professionals, bloggers and writers, media network operators, marketing and sales professionals, back office agents to work collectively and collaboratively as ‘teams’ to service customers and to continuously realize higher ROI for marketing investments and most importantly acquire new customers and enrich customer loyalty for brands. This would also help brands project a ‘Unified View’ to customers.
The key aspect of the New Age Media enabled multiplatform is the visibility it provides to brands and marketers and true value it provides across the end-to-end customer influence and engagement (I&E) life cycle.
Jan 2, 2009
Make your joy eternal.
Wishing you Joyful New Year 2009 !
As the new year begins, Let us resolve to reach out to people, to serve with love. In my opinion service is the sole purpose of your life and my life too. When you serve people and every from of life with love, you end up making your joy eternal.
Service is not just about serving the under privileged. What ever you are doing, do it with love for people you serve. Whether you are a vegetable seller, cop, postman, teacher ,doctor or dentist, do your duty with passion and love for people.
Interactive Media Worldwide hopes to bring in cheers, peace, harmony and symphony to everyone irrespective of their cast, creed, religion and nationality through Entertainment, Education, Care and Opportunity. The concept is driven by service motive and not revenue objectives.
'Interactive Media Worldwide' is not just about building brand equity, customer loyalty and innovative approaches to connect with people across the eco-system. Its also about Corporate Social Responsibilities (CSR), social cause, working for under-privileged and reaching out to all people irrespective of their religion, caste, creed, language, colour, country and community.
We wish to connect with people across all walks of life. We work on ‘Inclusive Solutions’ to connect and serve all people; whether poor, middle level or rich. Inclusive Solutions is not about any technology, its just about innovative and efficient ways to connect with people and serve them. While we directly reach out to poor people through sponsored programs, we enable Brands to reach their targeted segment of people. And the approach covers the entire eco-system.
We, the Interactive Media Worldwide community are fully committed to service with Love. I am confident that the IMW community members share my views and are with the groups’ outlook about social service.
If you are a social worker, CSR professional or one who believes in serving people with love, please join us.
Wishing you Joyful New Year 2009 !
As the new year begins, Let us resolve to reach out to people, to serve with love. In my opinion service is the sole purpose of your life and my life too. When you serve people and every from of life with love, you end up making your joy eternal.
Service is not just about serving the under privileged. What ever you are doing, do it with love for people you serve. Whether you are a vegetable seller, cop, postman, teacher ,doctor or dentist, do your duty with passion and love for people.
Interactive Media Worldwide hopes to bring in cheers, peace, harmony and symphony to everyone irrespective of their cast, creed, religion and nationality through Entertainment, Education, Care and Opportunity. The concept is driven by service motive and not revenue objectives.
'Interactive Media Worldwide' is not just about building brand equity, customer loyalty and innovative approaches to connect with people across the eco-system. Its also about Corporate Social Responsibilities (CSR), social cause, working for under-privileged and reaching out to all people irrespective of their religion, caste, creed, language, colour, country and community.
We wish to connect with people across all walks of life. We work on ‘Inclusive Solutions’ to connect and serve all people; whether poor, middle level or rich. Inclusive Solutions is not about any technology, its just about innovative and efficient ways to connect with people and serve them. While we directly reach out to poor people through sponsored programs, we enable Brands to reach their targeted segment of people. And the approach covers the entire eco-system.
We, the Interactive Media Worldwide community are fully committed to service with Love. I am confident that the IMW community members share my views and are with the groups’ outlook about social service.
If you are a social worker, CSR professional or one who believes in serving people with love, please join us.
Dec 25, 2008
We are entering The Media Economy:
“The market size of the Media and entertainment is US$1700 billions in 2008” - Price Water Coopers.
“The market is expected to grow massively to US$5700 billions by 2024” -Future Exploration Network.
An increasing proportion of our business and social interactions happen across new age media channels. Today almost every business and social activity is a form of media.
Every organization is now a media entity, engaged in creating and disseminating messages among its staff, customers, and partners to achieve business objectives. As the physical economy becomes marginalized and economic value becomes centered on the virtual, media encompasses almost everything.
Media, entertainment, and related industries are positioned at the center of massive global growth. The current positioning of some media companies in a rapidly changing market means they are not experiencing this upside. Others are doing fabulously well in tapping people’s almost insatiable desire for content and connection.
“The market size of the Media and entertainment is US$1700 billions in 2008” - Price Water Coopers.
“The market is expected to grow massively to US$5700 billions by 2024” -Future Exploration Network.
An increasing proportion of our business and social interactions happen across new age media channels. Today almost every business and social activity is a form of media.
Every organization is now a media entity, engaged in creating and disseminating messages among its staff, customers, and partners to achieve business objectives. As the physical economy becomes marginalized and economic value becomes centered on the virtual, media encompasses almost everything.
Media, entertainment, and related industries are positioned at the center of massive global growth. The current positioning of some media companies in a rapidly changing market means they are not experiencing this upside. Others are doing fabulously well in tapping people’s almost insatiable desire for content and connection.
Dec 1, 2008
New Age Media: We are on a right path!
It’s encouraging to note that, our position on the “New Age Media” is vindicated by none other than IBM’s “Global Innovation Outlook” (GIO) team.
Early this year more than 40 researchers from IBM’s GIO team took a study and research tour around the world and met 142 enthusiasts from 18 countries through a convention held in 9 cities New York, Los Angeles, Helsinki, Seoul, Mumbai, Shanghai, and London. There objective was to unravel the phenomenon of a fast emerging relationship between brands, media, context and content and how its changing the business world and the media world too.
The findings of the study is published as a report titled “ The New New Media- Global lessons on the future of media, content and messaging”. Following are some of the lines and statements made in the GIO report version 3.0.
“The worlds of media, content, branding, and messaging are changing so rapidly that it’s not unrealistic to think a startup could appear tomorrow and rewrite all the rules again by the end of this decade”.
The GIO report 3.0 states further, “ Innovation within the newly amorphous market segment of media, content, branding, and messaging is about much more than just the media industry. Today, the lessons the media industry is learning the hard way are instructive to any organization. Content is quickly becoming the commodity backbone around which contextual services can be built”.
“Change Is Good. In the evolving media landscape, opportunity abounds. The disruptions facing the media industry are instructive to any organization” quotes the report.
Essentially, the New Age Media provides the much required ‘engagement’ capability, which is meaningful to the customers. This context based engagement helps organizations to connect with the customers and provide her what she wants. Karen Becker of Autodesk states that,
“ Viral anti-marketing is engagement, as far as I’m concerned. We’ve embraced our toughest critics, engaged them in a dialogue, and addressed the issues they’ve cited. Our brand is stronger as a result.”
— Karen Becker, Senior Director of Corporate Marketing, Autodesk
So, that's it ! Influence and Engagement goes hand in hand in the process of building brand equity!
About Global Innovation Outlook: In 2004, IBM formulated a high powered team, comprising of researchers, consultants, business leaders to study, research and explore technology and business trends in the future.
The GIO is rooted in the belief that, in the early days of the 21st century, the very nature of innovation has changed. It is increasingly open, collaborative, multidisciplinary, and global. This shift means that the truly revolutionary innovations of our time — those that will create new markets, redefine old ones, and maybe even change the world for the better — require the participation and investment of multiple constituencies. The GIO challenges some of the brightest minds on the planet — from the worlds of business, politics, academia, and nonprofits — to collaboratively address some of the most vexing issues on earth.
It’s encouraging to note that, our position on the “New Age Media” is vindicated by none other than IBM’s “Global Innovation Outlook” (GIO) team.
Early this year more than 40 researchers from IBM’s GIO team took a study and research tour around the world and met 142 enthusiasts from 18 countries through a convention held in 9 cities New York, Los Angeles, Helsinki, Seoul, Mumbai, Shanghai, and London. There objective was to unravel the phenomenon of a fast emerging relationship between brands, media, context and content and how its changing the business world and the media world too.
The findings of the study is published as a report titled “ The New New Media- Global lessons on the future of media, content and messaging”. Following are some of the lines and statements made in the GIO report version 3.0.
“The worlds of media, content, branding, and messaging are changing so rapidly that it’s not unrealistic to think a startup could appear tomorrow and rewrite all the rules again by the end of this decade”.
The GIO report 3.0 states further, “ Innovation within the newly amorphous market segment of media, content, branding, and messaging is about much more than just the media industry. Today, the lessons the media industry is learning the hard way are instructive to any organization. Content is quickly becoming the commodity backbone around which contextual services can be built”.
“Change Is Good. In the evolving media landscape, opportunity abounds. The disruptions facing the media industry are instructive to any organization” quotes the report.
Essentially, the New Age Media provides the much required ‘engagement’ capability, which is meaningful to the customers. This context based engagement helps organizations to connect with the customers and provide her what she wants. Karen Becker of Autodesk states that,
“ Viral anti-marketing is engagement, as far as I’m concerned. We’ve embraced our toughest critics, engaged them in a dialogue, and addressed the issues they’ve cited. Our brand is stronger as a result.”
— Karen Becker, Senior Director of Corporate Marketing, Autodesk
So, that's it ! Influence and Engagement goes hand in hand in the process of building brand equity!
About Global Innovation Outlook: In 2004, IBM formulated a high powered team, comprising of researchers, consultants, business leaders to study, research and explore technology and business trends in the future.
The GIO is rooted in the belief that, in the early days of the 21st century, the very nature of innovation has changed. It is increasingly open, collaborative, multidisciplinary, and global. This shift means that the truly revolutionary innovations of our time — those that will create new markets, redefine old ones, and maybe even change the world for the better — require the participation and investment of multiple constituencies. The GIO challenges some of the brightest minds on the planet — from the worlds of business, politics, academia, and nonprofits — to collaboratively address some of the most vexing issues on earth.
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