Egypt’s Outrage - The tipping point where Digital Media takes over the role of Mass media in Emerging Markets.

Gaurav Shrivastav

12.02.2011

Egypt’s Outrage 2011 – Background

AUTOCRATIC RULE

SOCIO-POLITICAL ISSUES

•Police brutality•State of emergency laws•Lack of free elections and  freedom of speech•Corruption

ECONOMIC ISSUES

•Unemployment•Food price inflation•Low minimum wages

OTHER FACTORS

•Influenced by Tunisian Revolution•State owned media, controlled by Hosni Mubarak

• Leader-less mass movement

• Outburst of the long standing frustration

• Expression of Outrage on Internet

• Blocking of Internet in attempt to control the uprising. But it failed……

On contrary it had a Viral effect.

Digital Media has become Today’s Mass Media

Earlier the Conventional media was the backbone of Information highway; Now Digital Media is the TRUE Mass Media

Months Weeks Day Hours ‘Live’

Tales/ through horse riders

City newspap

ers

Local newspap

ers

‘Live’ TV/ Digital

Existing Media Management

Morning/ afternoon Radio/TV

news

Outcomes of the Internet Blockade:

People leveraged this media to bypass the shackles of the autocrat through Proxy sites, VPN’s…. It is instrumental in mobilizing the protests. It’s an acknowledgement of power Social media can maneuver Undeniably this medium provided them instant salvation from years of muted unrest within society and the liberty to show the world that a new Egypt will rise from the Phoenix

FOCUS-Pseudo Mass MediaX

‘Live’

‘Live’ TV/ Digital

Months Weeks Day HoursToday’s Media Management Need

FOCUS

Key Take Away for Communicators

KEY LEARNINGKEY LEARNING RECOMMENDATIONSRECOMMENDATIONS

• Cannot be RESTRICTED

• Boundary Less – Connected to World

• Information flow and exchange is Real time

• For, by and of the online users

• Bi-directional

• Appears Chaotic in Outlook

• Acknowledge, Understand and Adapt to

dynamics of the medium

• Listen and Monitor 24*7 - Never loose

an eye from this space

• Be Disaster Ready: Quickly adapt and mitigate

• Develop Online Voice Sentiment Matrix

• Manage your Brand Reputation Online

• Have a Dedicated Online Team

• Identify and Make the key influencers

your advocates – Join the conversation

Thank You

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