Reaching Out To New Zealanders

REACHING OUT TO NEW ZEALANDERS
Digital Media across Asia
Bob Ong|Joan Low|Katherine Kee|Leong Seek Fong

thechallenge
a question:
how to engage

oneapproach
use traditional media
press
television
radio

sometrends
Source: The Internet in New Zealand 2009 Report, Institute of Culture, Discourse & Communication, AUT University
nz rating of information sources:
the internet is highly rated as an important source of information

sometrends
Source: The Internet in New Zealand 2009 Report, Institute of Culture, Discourse & Communication, AUT University
Age Group
Ethnicity
Income
Gender
Area
nz technology penetration

sometrends
behaviour of nz online users
Content Sharing & Uploading
77% Share photos
61% Upload photos
59% Share links
39% Share video
31% Upload music
24% Upload video
Blogging & Reading Blogs
49% Read blogs
17% Create blogs
Online Word of Mouth
64% Read consumer reviews
55% Rate something
31% Submit reviews
Social Networking
62% Browse profiles
45% Create profiles
48% Join friend finder sites

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
use social media
social networking sites
microblogs

analternativeapproach
use social media
blogs
forums

impactonsociety
case study of thenew zealand internet black out:
social movement to protest unfair law amendment
encouraged people to blacken profile photos
amendment was abolished in the end

impactongovernment
case study of thefamilies commission:
started a forum called the couch
enables it to get feedback on family policies
fosters collaboration

impactonbusiness
case study of giapo:
gelato shop in Auckland
used a corporate blog, youtube, facebook, and twitter
gained many fans and followers even before brick-and-mortar opening

ourinterviewees
simon young:
social media consultant
blogger
jack yan:
mayoral candidate
media mogul

gainedinsights
from simon young:
traditional media and social media are complementary
traditional media provides possibly biased views
social media provides additional perspectives

gainedinsights
from jack yan:
nz businesses embrace media democratisation
government bodies accept social media but individual politicians fear it
nz government users worry about being too casual and transparent

ourevaluation
new zealand’ssocial media landscape:
highly self-governing
very community-based
embraced by the government

ourevaluation
new zealand’ssocial media landscape:
conducive
engaging
vocal

quickguide
how to engage:
use the right social media channels
be prudently transparent
complement with traditional media where appropriate

Reaching Out To New Zealanders

by COMM215AY0910NZWiki

Accessibility

Upload Details

Usage Rights

1 Embed 3

Statistics

Reaching Out To New Zealanders Presentation Transcript