DIGITAL MEDIA ACROSS ASIA:

Dr. Michael Netzley, PhDhttp://twitter.com/communicateasia

Twitter & Queenstown

New Media Defined

Social media means…

Democratized Media“Professionals” no longer

control the media. Content creation and distribution are in the hands of many people – anyone with an

Internet connection.

Source: yaycaffeine

Social media means…

The Rise of the AmateurYou don’t need a record deal to make

it big. YouTube comedians, MySpace musicians, and hobby photographers everywhere can

gain large audiences through social media.

Source: yaycaffeine

Social media means…

New Ways of Collaborating

Social media encourages participation. Instead of

paying one person to write an article, one can tap into the

collective knowledge and expertise of many – and

create 13 million free articles.

Source: yaycaffeine

Social media means…

Rapid Communication

You can spread a message to your social network with a

click of a button. And if others like what you’re

saying, they will click, too –and spread the message to their friends. Your message

can hop across networks and reach millions.

Source: yaycaffeine

Social media means…

More Ways of Communicating

Everyone can access many tools which help

them to comment, respond, and spread

your message.

Source: yaycaffeine

Social media means…

Better and Faster Access to Information

Forget rummaging through pages of junk. Social media lets you

categorize, search, and discover others’ recommendations. This

means relevant information at a fraction of the time.

Source: yaycaffeine

Connecting People With

People

KPerak: Public Sector Media

Public Sector

Leadership Required

Asia: Tapping Into the Trend

22% 21% 19% 18% 17% 16% 16% 15%

29% 29% 28% 27% 26% 26% 25% 25%

34% 35% 38% 39% 40% 41% 42% 43%

9% 9% 9% 9% 10% 10% 10% 10%

5% 6% 6% 6% 7% 7% 7% 7%

0%

20%

40%

60%

80%

100%

2005 2006 2007 2008 2009 2010 2011 2012

North America Europe

Asia, Asia Pacific, and Oceania Latin America and Carribean

Middle East and AfricaPe

rce

nta

ge o

f W

orl

dw

ide

On

line

Po

pu

lati

on

Source: JupiterResearch Worldwide Internet Population Model (3/08)Steven Noble, Senior Analyst, Forrester Research. Presented Ad-Tech, SG

ICT Development Index (2002-07)Economy Rank 2007 IDI 2007 Rank 2002 IDI 2007

Sweden 1 7.50 1 6.05

Korea (Rep.) 2 7.26 3 5.83

Denmark 3 7.22 4 5.78

Hong Kong, China

11 6.70 12 5.10

Japan 12 6.64 18 4.82

Australia 14 6.58 13 5.02

Singapore 15 6.57 16 4.83

Malaysia 52 3.79 50 2.74

Thailand 63 3.44 70 2.17

China 90 3.11 73 1.95

Measuring Internet Societies with ICT Development Index

• The ICT Index illustrates the level of advancement of information and communication technologies (ICT) across more than 150 countries and compares progress made between 2002 and 2007.

• Various factors were incorporated into the index:

– ICT infrastructure and access: Available infrastructure and individuals’ access to basic ICTs.

– ICT use and the intensity of use: Actual use of ICTs and level of intensity of use.

– ICT skills: Proxy indicators like level of education and literacy.

43% Growth in South Asia

ICT Access Subindex (2002-07)Economy Rank 2007 IDI 2007 Rank 2002 IDI 2007

Sweden 1 8.67 1 7.68

Korea (Rep.) 14 7.48 9 6.82

Denmark 8 8.33 2 7.47

Hong Kong, China

3 8.53 7 6.86

Japan 27 6.89 20 5.93

Australia 19 7.24 19 5.97

Singapore 11 8.06 13 6.54

Malaysia 60 4.14 52 2.73

Thailand 63 3.99 81 1.74

China 64 3.87 71 1.95

ICT Use Subindex (2002-07)Economy Rank 2007 IDI 2007 Rank 2002 IDI 2007

Sweden 3 5.48 3 2.89

Korea (Rep.) 1 5.85 1 3.21

Denmark 7 5.10 6 2.60

Hong Kong, China

13 4.64 7 2.45

Japan 4 5.41 18 1.96

Australia 12 4.68 15 2.00

Singapore 10 4.83 14 2.01

Malaysia 40 2.26 27 1.09

Thailand 73 0.78 63 0.26

China 71 0.81 74 0.17

ICT Skills Subindex (2002-07)Economy Rank 2007 IDI 2007 Rank 2002 IDI 2007

Sweden 9 9.17 3 9.14

Korea (Rep.) 3 9.63 6 9.07

Denmark 5 9.26 9 8.74

Hong Kong, China

62 7.16 65 6.85

Japan 26 8.60 28 8.31

Australia 13 9.05 2 9.17

Singapore 66 7.07 56 7.02

Malaysia 96 6.15 86 6.07

Thailand 50 7.65 67 6.83

China 94 6.21 99 5.53

“No skill is more crucial to the future of a child, or to a ….. prosperous society, than literacy.”

Opportunity:Weak Ties

Weak Ties: Defined

weak ties (acquaintances, not close friends) enable reaching populations and audiences that are not accessible via strong ties.

Tan Siok Siok: Filmmaker

http://www.twittamentary.com/

Twittamentary

Interview with Siok Siok

Interview: episode #479

Technology, WWW, Privacy, & Democratization

Marketing, Comms, & Innovation

Tips, Techniques, & Best Practices

Connecting People

Not Broadcasting…

Connecting People!

Solv

e

Pro

ble

ms

Tech Lowers Cost of Making Weak Ties

Exp

and

s Yo

ur

Re

sou

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Bas

e

First, Build the Network

Risk

South Korea: A Beefy Debate

2008 Decision to Resume U.S. Beef Imports

April 18: South Korea Announces Decision

April 24-28: Rumors and speculation regarding MCD spread on-line

April 29: PD Notebook airs controversial news episode

South Korea’s Information Society

• World’s #2 information society

• High Internet penetration

• High broadband subscription rates

• High Internet speeds

• 55% of population had wireless access (08)

• World’s #3 society for skilled information workers (07, ITU)

Quotes from South Korean Blogs

April 24

The first locations that mad cow disease meat will go into are the schools and army camps. An unprecedented human experiment in the history of mankind will take place against the youngest and brightest of this country.

- ID (kuankuseo12)

Quotes from South Korean Blogs

April 28

Our people (Koreans) have the genetic makeup with the highest propensity of being infected with mad cow disease in the world…. While only 38% of Americans are known to have the MM genes, an astounding 95% of Koreans have the MM genes. Koreans also have a culture of consuming high danger parts such as the head, intestines and spine. - ID (gyunnam)

More Rumors (all are false)

• BSE is carried through knife or cutting board that touched infected meat. If you wash those things in water, BSE virus will survive in the water -- even through water treatment -- and will eventually infect the drinking water.

• There are 5 million Alzheimer's patients in the U.S., and roughly 250,000~650,000 among them are suspected cases of BSE.

• American slaughterhouses are mismanaged and allow unsafe SRM to be sent to Korea.

May 2: Protests Begin

May 22: President Lee Apologizes

Second, Balanced Risk Assessment

MSM Responses Were Too Slow

Emo

tio

n

Spre

ads

Rap

idly

Emo

tion

s G

alvanize

Tap Existing Enthusiasm

Begin Monitoring

During Good Times

Network Now

Strategy

POST

references

bjectives

trategy

echnology

Think Jujutsu

• Soft style of exploiting what others do

• Not about “hard” tactic of overpowering or overcoming

• Take what others do and use to your advantage

What are people doing?

SG Netizens: On-line Behavioral Preferences

0 10 20 30 40 50 60 70 80 90 10

0

Watch Videos

My SNS

Visit Friends' SNS

Leave Comment Blog

Upload Videos

Personal Blog

On-line Ratings

Microblog

wiki contribution

© 2009 Michael Netzley, research.

30+ 20-30 <20

What Does It Mean?

•Experiencing wave of 2.0

savvy constituents

• Public displays of self are

relatively few

• Standing in the shadows

Pick An Objective

• Listening

• Talking

• Energizing

• Supporting

• Embracing

Singapore Tattoo Show

Flash Your Tat

Third, Data Driven

Strategy

Present Where Your Audience Is

Pic

k O

ne

O

bje

ctiv

e

Formulate Strategy

Then Pick Your

Technology

Measure

Tiger’s Social Media Presence

SoV against AirAsia

Note:• Quantity comparison: 24,354 mentions Vs 6,218 mentions

SoV

Tiger Airways

AirAsia

SoV against AirAsia

Media Spread for Tiger

Brand Health for Tiger

Sample Negative Articles

Brand Health for AirAsia

Negative Articles

Last, Measure Based on Objective

New

Me

dia

; N

ew M

eas

ure

Quickly Learn & Revise

Budget for Measurement

Not Broadcasting…

Connecting!

Balanced Risk Assessment

Data Driven Strategy

Measure Based on Objective

``If you don't like change, you're going to like irrelevance even less'‘

- Gen.Eric Shinseki

Hat tip to Mitch Joel

My Business Card

Thank You

I would like to thank Mimrah Mahmood at Meltwaterfor his kind support regarding the measurement example. I would also like to thank Tan Siok Siok and encourage everyone to visit her Twittamentary site.