Egypts Outrage - The tipping point where Digital Media takes over the role of Mass media in Emerging Markets. Gaurav Shrivastav 12.02.2011.

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Egypts Outrage - The tipping point where Digital Media takes over the role of Mass media in Emerging Markets. Gaurav Shrivastav

Egypts 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 Todays Mass Media Earlier the Conventional media was the backbone of Information highway; Now Digital Media is the TRUE Mass Media MonthsWeeks DayHoursLive 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, VPNs…. It is instrumental in mobilizing the protests. Its 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 Media X Live Live TV/ Digital MonthsWeeks DayHours Todays Media Management Need FOCUS

Key Take Away for Communicators KEY LEARNING RECOMMENDATIONS 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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