australia wiki executive summary

Should businesses consider social media for the Australian market?

Nabilah Binte Muhammad Said, Dhana Bharathi, Jasmine Oei, Fairenza Cheng, Leong Chui Yehttp://comm215.wetpaint.com/page/Australia

http://comm215.wetpaint.com/page/Australia


Yes, Incorporate Social Media! (selectively)

Australia is e-Ready

Consumers engaging more online

Trust in web-media is growing

Online advertising set to boom

National Broadband Network




But Beware...

MSM not dying anytime soon

Australia’s social media scene is still very young

Australian PR managers not accepting to this new medium

Trust can be lost

Skepticism about support of government




Some reasons why

Why Yes?




Australia is E-Ready

Economic Intelligence Unit ranked Australia as the 8th most e-ready country of the world in 2007

Connectivity and Infrastructure (2nd in Asia Pacific)

Business Environment (3rd in Asia Pacific)

Social and Cultural Environment (top in Asia Pacific)

Legal Environment (2nd in Asia Pacific)

Government Policy and Vision




Australia’s Population

100% 20.7 million




Australia’s Internet Population

74%

26%

No Internet Internet




Australia’s Broadband Population

23%

51%

26%

No Internet InternetBroadband




Consumers engaging more online

Consumer Generated Media (CGM) is growing in Australia

Majority of CGM users in Australia only started using social media in the last 3 months

Reason: Curiosity

Blogging community is strong

Driven by women (33% surge in updates of the past three months)




5 Generation Australia

Age % of Population

Online Activities

Builders 61 to 82 14 news, travel and games

Boomers 43 - 60 26 news, travel, games and blogs

Gen X 28 - 42 22 news, messaging, read blogs, downloads

Gen Y 13 - 27 20 news, messaging, texting, read and write blogs, downloads and games

Gen Z < 12 18 texting, messaging, read and write blogs, downloads and games




Where in Social Media are Australians Going?

Popular Blogs

Expert Communication Bloggers

Darren Rowse, Lee Hopkins, Trevor Cook, Laurel Papworth

Blogs by Mother-Entrepreneurs

Meg Tisamis, All for Women team, Lightening, Skelliewag

How-To Blogs

Digital Photography School (Darren Rowse), PSDTuts, Internet Business Blog




Where in Social Media are Australians Going?

Social Networking

MySpace (46%), Facebook (37%), Friends United (26%)

Websites (Alexa)

Google Australia, Ebay Australia, NineMSN, News.com.au

Virtual Worlds

Second Life - 10,885 Australians (ranked 11th worldwide)




Trust

0

10

20

30

40

NGO Government Media Business

11

14

21

25

22

9

2423

14

6

18

35

How much do you trust each of the following institutions to do what is right?

Australia 2005 Australia 2006 Australia 2007




Trust

0

25

Media Overall Foreign MSM Local MSM Web-Based Media Bloggers1

4

12

109

3

23

15

1314

How much do you trust each of the following institutions to do what is right?

Australia 2007 Australia 2006




Online advertising

$1.35 billion spent on online advertising

Grew 61.5% in 2006 and 34.9% in 2007

Forecasted to reach $55 billion by 2010, ad spend market share to be double digit in 2008

More consumers engaged online, ad revenue will follow




MSM survives!

0

15

30

45

60

Newspaper Web-Based Media Radio Television

1012

29

49

68

34

53

What type of the following media do you turn to first for trustworthy information/news?

Australia 2007 Australia 2006




Government ‘Support’

Broadband infrastructure will be the driver of change

National Broadband Network

Australia cannot be left behind in this new media world




What Support?

Internet filtering: 51% strongly disagree

Australian ISP filtering plan is stupid!

People against mandatory filters in Australia




Social Media and Corporate Australia

Corporate Australia + Social Media = flirtation

Telstra (Big Pond)

Second Life presence

Australian Broadcast Network

Introducing blogs and podcasts for promotion of their programmes.




Social Media and Corporate Australia

What NOT to do:

Coke Zero Case in Australia

Pretended to be from a grassroots movement

Company didn’t take responsibility for the campaign

Zero Coke Movement.org

Create conversations by Australian bloggers




Should businesses consider social media for the Australian market?

Australia has the technological environment for the growth of social media

Social media still in the growth stage

Only blogging seems to have taken flight

Corporations needs to balance social media with other MSM tools

Importance of trust




australia wiki executive summary

Technology

dhana bharathi

fairenza cheng

jasmine oei

leong chui ye http

social media

media fo r th e

growingonline advertising

ines se s