REACHING OUT TO NEW ZEALANDERSDigital Media across Asia

Bob Ong|Joan Low|Katherine Kee|Leong Seek Fong

thechallenge

a question:how to engage

oneapproach

use traditional media

radio televisionpress

sometrends

nz rating of information sources:the internet is highly rated as an important source of information

Source: The Internet in New Zealand 2009 Report, Institute of Culture, Discourse & Communication, AUT University

nz technology penetration

Source: The Internet in New Zealand 2009 Report, Institute of Culture, Discourse & Communication, AUT University

Gender Age Group Ethnicity Area Income

sometrends

behaviour of nz online users

Content Sharing & Uploading

77% Share photos61% Upload photos

59% Share links39% Share video

31% Upload music24% Upload video

Online Word of Mouth64% Read consumer reviews

55% Rate something31% Submit reviews

Social Networking62% Browse profiles45% Create profiles

48% Join friend finder sites

Blogging & Reading Blogs49% Read blogs

17% Create blogs

sometrends

sometrends

Source: Experian Hitwise, Facebook Driving Industry Growth, http://weblogs.hitwise.com/alan-long/2009/12/facebook_driving_the_industry_1.html

nz growth in social media

analternativeapproach

microblogssocial networking sites

use social media

forumsblogs

analternativeapproach

use social media

case study of the new zealand internet black out:

social movement to protest unfair law amendmentencouraged people to blacken profile photos

amendment was abolished in the end

impactonsociety

impactongovernment

case study of the families commission:started a forum called the couch

enables it to get feedback on family policiesfosters collaboration

impactonbusiness

case study of giapo:gelato shop in Auckland

used a corporate blog, youtube, facebook, and twittergained many fans and followers even before brick-and-mortar opening

ourinterviewees

simon young:social media consultant

blogger

jack yan:mayoral candidate

media mogul

from simon young:traditional media and social media are complementary

traditional media provides possibly biased viewssocial media provides additional perspectives

gainedinsights

gainedinsights

from jack yan:nz businesses embrace media democratisation

government bodies accept social media but individual politicians fear itnz government users worry about being too casual and transparent

new zealand’s social media landscape:highly self-governing

very community-based embraced by the government

ourevaluation

ourevaluation

new zealand’s social media landscape:conduciveengaging

vocal

quickguide

how to engage:use the right social media channels

be prudently transparentcomplement with traditional media where appropriate