Disclaimer: this presentation is a part of the class room teaching of Introduction to new media and all right reserved with the author. No part of the presentation can be copied or reproduced without the permission of the author. Contact: santosh@micamail.in

1. Analyzing Industry Trends – New
Media
Technology convergence and the emergence of new
media
Santosh K. Patra, Faculty
Mudra Institute of Communication, Ahmedabad (MICA)
Disclaimer: this presentation is a part of the class room teaching of Introduction to new media and all
right reserved with the author. No part of the presentation can be copied or reproduced without the
permission of the author. Contact: santosh@micamail.in

2. Session Plan
Session- I Session- II
•New Media: Concept and Theory •New Media Phenomena affecting
•Social Media: tools and principles marketing Instruments
•Global Scenario •Why social media marketing is
•Indian Industry Trends different?
• The social media marketing plan.
•Case Studies
•Social networking sites and blogs
for Business

3. New Media: Concept and Theories
• How to define new media?
• Is it all about Facebook, YouTub, Google,
Twitter, Wikipedia etc... or Internet, website,
computer multimedia, computer games, CD-
ROMs and DVD, Virtual Reality?
• Or user generated contents?
• Where shall we stop?

4. General Understanding of New Media
• Websites and other digital communication and
information channels in which active consumers
engage in behaviour that can be consumed by
others both in real time and long afterwards
regardless of their spatial locations.

5. Characteristics of New Media
• Digital: no marginal cost for producing extra copies and
easy distribution
• Pro-active: consumers use to contribute to all parts of
the value chain, ranging from superficial articulation to
extensive co-creation
• Visible: viewed, tracked by consumers and companies
• Real time and memory: accessed at the time of
production and available indefinitely (twitter, chats,
blogs etc.)
• Universal: consumers to reach and to be reached by
anybody and anywhere
• Networks: create, share content, communicate with one
another and build relationships

6. Principles and theories of New Media
(five major principles and last three are dependent on first two)
• Numerical Representation
• Modularity
• Automation
• Variability
• Transcoding

7. Numerical Representation
• All new media objects are composed of digital
code
• A new media can be described formally
(mathematically) , image or shape can be
described formally
• A new media object is subject to algorithmic
manipulations (media become programmable)
• Converting continuous data

8. Modularity
• Fractal structure of New Media
• These elements are assembled into larger-scales
objects but continue to maintain their separate
identity (an object can maintain its independence
and can always be edited)
• The WWW as a whole is completely modular. It
consists of numerous pages, each in turn
consisting of separate media elements
• The modular structure of new media makes such
deletion and substitution of parts easy

9. Automation
• Principle 1 & 2 allow for the automation of many
operations involved in media creation,
manipulation and access
• The human intentionality can be removed from
the creative process at least in part
• Automatic creation of programmes, artificial life
through software etc

10. Variability
• New Media object is not fixed once and for all
but that can exist in different, potentially infinite
versions and consequences of numerical coding
and modular structure
• Instead of identical copies new media typically
gives rise to many different versions so it is
closely connected to automation
• Driven by the logic of ‘production on demand’
and delivery ‘just in time’

11. Transcoding
• Computerisation turns media into computer
data
• Creates two distinct layers – the ‘cultural layer’
and the ‘computer layer’
• Translate the computer layer to cultural layer is
the major principle of new media
Interesting thing is to understand the logic of new media, we need to turn to
computer science. From media studies we moved to something that can be
called ‘software studies’- from media theory to software theory.

12. Social Media
• A perfect all inclusive definition of social media
doesn’t seem to exist, but can be described as:
▫ online technologies (internet-based, phone-based
or widget-based) that allow people to “share
content, opinions, insights, experiences,
perspectives and media themselves”.
• Essence is to self publish and social media tools
give people a voice

13. The tools of social media
• Publishing tools:
▫ Blogs
▫ Vlogs
▫ Podcasts
• Social networking tools: MySpace, Facebook, LinkedIn, etc.
• Collaboration tools (individual generated content)
• Presence apps: Micro-blogging (publishing tools like twitter)
• Photo sharing tools: not only sharing photos but building
communication around photos
• Video sharing tools: (YouTube, founded in 2005 and sold in
2007 for 1.65 billion dollars)
• Personal broadcasting tools: allow people to broadcast their
own video, radio programmes or live etc (Ubroadcaste,
Nowlive etc.)

14. from the previous slide…..
• Social bookmarking and news aggregation sites: where
users votes impact how content is served to others like
Newsvine (now MSNBC bought it)
• Virtual worlds: replicating the offline worlds in online
(second life is the market leader)
• Social commerce sites and tools: for business world in
particular (amazon.com and many)
• Media sharing sites: the concept of file sharing is not new
like bittorrent, new sites like powence and sharenow etc.
Rapping communities around
• Widgets: shows local weather or stocks etc
• Content monitoring tools: what the public is saying about
the companies like buzzmonitor of worldbank

15. The new Media and Power shift

16. Social media: Global Scenario (data
given are tentative)
• Mora than 160 million blogs being tracked by technorati
(a blog search engine), up from 110 million at the
beginning of the year
• An estimated more than 150 million videos in facebook
• More than 600 million active facebook users in world
and India stand in top 20 active user countries
• What binds them together (participation, openness,
conversation, community and connectedness)

17. Growth of top 10 social networking markets
worldwide: July 2010 vs. July 2009
Source: comeScore Media Metrics
Social networking unique visitors (000)
July 2009 July 2010 % Change
Worldwide 770,092 945,040 23
United States 131,088 174,429 33
China N/A 97,151 N/A
Germany 25,743 37,938 47
Russian Federation 20,245 35,306 74
Brazil 23,966 35,221 47
United Kingdom 30,587 35,152 15
India 23,255 33,158 43
France 25,121 32,744 30
Japan 23,691 31,957 35
South Korea 15,910 24,962 57

18. Internet usage in India: Industry
overview
• From 2000 with 5 million
(mn) internet users to the year
2009 with 71 mn internet
users; the year on year growth
has been around 36% Online activity % internet
users
Emailing 94
Downloading music 72
Instant messaging/chatting 56
Job search 56
Pc to mobile sms 55
Social networking 54
Info search engine 52
Watch videos 50
Screensavers 50
Online communities 50

19. The multiplier effect- usage across
business areas
Brand Product and service Customer
awareness promotion service
Customer Product Employee
understanding development engagement
Promotion of social Knowledge Brand
awareness sharing building

20. Successful Use of social media
Areas Compan Activity undertaken Impact
ies
Increasing Adobe Actively holding consumer interest The game was played more than
Brand through engagement adds on social 14,000 times during 1 month
Awareness network- Set up of an online game campaign
Rise in page viewer by over 48,000 in
a week
Product MTV Capitalising social media to keep the Over 40,000 fans on facebook
Promotion India show buzz alive- Creation of online and
highly interactive model of the real game
show
Product Dell Partnering with customers to contribute 12,511 ideas contributed to
development to, an integrated into, dells product community, with 86,255 comments
development 366 ideas implemented leading to the
lunch of latitude laptop
Employee IBM Multiple in-house versions of web 2.0 60,000 blog users, 17,000 different
engagement with the intention of brining employers, blogs, 1 million page views per days
alumni, partners, vendors, and on internal wikis
customers together Lunch of corporate social networking
visulisation and analysis tools like
Atlas

21. Indian Companies on Social Media
Seeking Hiring New Customer Support-
Feedback- Talents- Kingfisher Airlines,
Titan E&Y PVR Cinemas
Brand Brand Brand
Awareness- Promotion- Promotion-
Apollo Hospital Tata’s Nano MTV India
Tata Nano- 2009 data
Official Orkut Community Members – 6,906.
Official Facebook Group Fans – 4,210
Highest View Count on YouTube – 303,006
No. of Blog Posts – 61,664

22. Social Media Impact on Small and Medium
Enterprises in India (SMEs)
- Survey by Regus, an office service firm Feb-March 2010
• 52% business in India have acquired a customer base using
social Media
• 32% of business in India have apportioned a part of the
spend for social media activities
• 71% respondents in India use social media to manage
contacts
• 64% enjoy audio & video animations on a company’s
profile
• 55% small business successfully acquired customers via
social media
• 29% Indian’s found employment via social media
• India shows 19% skeptics while it is 34% globally

23. Data discussion on Social Media
in India
To be continued in session - II