Understanding the new consumer and the new media landscape and mobiles impact on the same. For results oriented Social Media what is and what is not Crisis Management. Elements of crisis Management and Damage control on Social media.

1. Managing New Media
for
New Consumers
Rohit Dadwal
Managing Director –Mobile Marketing Association APAC
@rohitdadwal

2. Selamat Pagi

3. 1. Consumer 2. Media 3.Management

4. Irrevocable change in consumer behavior
– change the media landscape
@rohitdadwal

5. Have Nots
Haves
Have Lots
Have Mobile
Consumers definition is being re-written
@rohitdadwal

6. Connected, Educated
and Informed
Also a contributor and
producer of content
With multiple options
to access information
Interact with and share
content with peers
Always-on, 24/7
because of mobile
The Informed consumer
@rohitdadwal

7. Opportunities cross over with social
and mobile
@rohitdadwal

8. 1980’s
MASS
1990’s
SEGMENTED
2010’s
NETWORKED
2000’s
TARGETED
Fast evolution of consumer markets
@rohitdadwal

9. “All media is digital: all digital is mobile;
And all companies are social”
@rohitdadwal

10. Social Media offers
the
BIG 4!Social Media offers BIG 4
@rohitdadwal

11. Source: comScore February 2012 Nielson April 2012
7bn population, 6 bn mobile 2 bn social
Reach
@rohitdadwal

12. Scale
200+mn blogs; 1.3bn FB, twitter etc. users
@rohitdadwal

13. Engagement
Engagement
Captive…engaged audience spending
7-10 hrs a week
@rohitdadwal

14. Relevancy
Between brands and its audience - Providing
“true” insights, behavior data, targeting etc.
@rohitdadwal

15.
It’s
now
a
2-­‐way,
instant
rela2onship,
with
merchants
wan2ng
customers
to
be
their
‘friend’
It’s
no
longer
enough
for
merchants
to
give
customers
a
loyalty
card
Consumers engagement with brands
is changing
@rohitdadwal

16. @rohitdadwal

17. @rohitdadwal

18. Start of Social media Crisis Management

19. @rohitdadwal
a

20. 1. Listen - It’s
hard
to
deal
with
a
crisis
you
can’t
find.
@rohitdadwal

21. 2. Learn - Know
What
Is
and
What
Is
Not
a
Crisis
@rohitdadwal

22. 3. Acknowledge - “yes, we realize something has
happened”
@rohitdadwal

23. 4. Respond - Respond
quickly,
consistently
and
through
a
variety
of
channels.
@rohitdadwal

24. 5. Control - Show
Empathy,
you
WANT
people
to
vent
on
a
venue
you
control
@rohitdadwal

25. @rohitdadwal
5. Communicate - put
all
the
informa2on
about
the
crisis
in
one
place
e.g.
FAQ’s

26. 6.
Re-learn - Re-construct and De-construct
@rohitdadwal

27. @rohitdadwal