Thailand + Digital Media- “Good to go?”

Aye Thiri PHYOShaun TAY Liang YaoPHUA Li GuenCaroline Christine BAKELS

What’s Hindering? (Given High Internet Speed)

Thais’ Behaviors and AttitudeLess intensive, and highly tolerant towards online

advertising

Web LanguageEnglish, which literacy of general public is low compared to other

countries.Thus, not understanding the real dynamics of the new social media tools.

Web LanguageEnglish, which literacy of general public is low compared to other

countries.Thus, not understanding the real dynamics of the new social media tools.

SUGGESTION: PR CompaniesStart off with traditional media channels OR

social media consultancy to educate people of its usefulness first.

SUGGESTION: PR CompaniesStart off with traditional media channels OR

social media consultancy to educate people of its usefulness first.

Is Thailand ready for digital age?NO!

Government’s Stringent Control over Internet Media

• ICT (Thai Information and Communication Ministry) blocked 2300 websites and 400 under investigation.

•Pro-democracy internet users say, “Government is suppressing online freedom.

Traditional Media is Going to Stay•Trust in traditional advertising (TV, newspaper, magazine) ranked higher than that in new media such as mobile phone and Internet.

YES!

Accelerating Internet Penetration•Internet bandwidth: 30Mbps (international) and 226 Mbps (domestic)

Richer Content •Growing trends of blogging services•Interactive sites such as Online News.

More WIFI hotspots •Available at shopping malls, hotels, restaurants and café.

3G phones users + Internet mobile Apps•i.e. Yozzo, LetsProveWhere

What our interviewees has to say…Andrew Clark, Founder of advertising firm Creative InHouse

“Thailand has embraced digital

marketing…target the affluent market segment … it

works culturally with the "follow my friends"

mentality. “…people perceive online as a

personal platform so one can expect more sincere

and honest opinions. Therefore, I think

people trust online media

more.”

Sherrie Daraprai, Executive at I-mobile

“You probably should

go somewhere else“ (laughs)

Jon Russell,Staff writer at Director

Thailand Magazine

- when asked for advice to new foreign PR in Thailand

Case Study: Tourism Authority of Thailand

What’s it about

• Use of Social Media to promote Thai tourism• Where 5 winning pairs will each explore the

selected destination• Purpose of UTE

Objectives of the campaign

• Purpose of UTE– Enhance the positive perception about Thailand– Regain Tourists confidence– Clear and balanced understanding– Paying attention to social media

Evaluation of Online Tourism Campaign

Response • 206 pairs sign up! (25 chosen)• Diverse participants from at least 22 different

countries i.e. China, US, India, Indonesia, Germany etc.• Free publicity generated by participants - More

than 50 blog mentions!

ConclusionAbout the Campaign• The campaign is well

done• Need to improve on

consistency of information

• Allow comments on blogs, website

About Thailand• If the government is avid

about using social media it’ll only be used more often

for more Thai campaigns

• Although infrastructure is not yet ready within Thailand, people are ready to embrace it.

Is Thailand good to go? – a little more and we’re good to go!