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Talk delivered to Singapore's Ministry of Health on March 17
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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.
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
rce
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.
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