Reaching Out To New Zealanders


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A deck on how findings gleaned through working on a wiki ( about digital media in New Zealand can help organisations, even those from other countries, effectively communicate with their target audiences in New Zealand

A copy of the deck accompanied by an aural presentation can be found at

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  • **I think the initial heading (traditional vs social media) is a lil incorrect. Cuz internet does not equate to social media?The Internet is rated highly as a source of information by all respondents, above all the other sources surveyed. 65% rate the Internet as important compared with 19% as not important. This places the Internet as a more important source of information than television (55%), newspapers (53%), and radio (44%). An interesting observation: the Internet rates even higher than interpersonal sources like family and friends (53%) or community services such as libraries (45%).
  • Need bob’s input on this slide
  • To gain better understanding of the media landscape in new zealand
  • Need bob’s input on this slide
  • Reaching Out To New Zealanders

    1. 1. REACHING OUT TO NEW ZEALANDERS<br />Digital Media across Asia<br />Bob Ong|Joan Low|Katherine Kee|Leong Seek Fong<br />
    2. 2. thechallenge<br />a question:<br />how to engage<br />
    3. 3. oneapproach<br />use traditional media<br />press<br />television<br />radio<br />
    4. 4. sometrends<br />Source: The Internet in New Zealand 2009 Report, Institute of Culture, Discourse & Communication, AUT University<br />nz rating of information sources:<br />the internet is highly rated as an important source of information<br />
    5. 5. sometrends<br />Source: The Internet in New Zealand 2009 Report, Institute of Culture, Discourse & Communication, AUT University<br />Age Group<br />Ethnicity<br />Income<br />Gender<br />Area<br />nz technology penetration<br />
    6. 6. sometrends<br />behaviour of nz online users<br />Content Sharing & Uploading<br />77% Share photos<br />61% Upload photos<br />59% Share links<br />39% Share video<br />31% Upload music<br />24% Upload video<br />Blogging & Reading Blogs<br />49% Read blogs<br />17% Create blogs<br />Online Word of Mouth<br />64% Read consumer reviews<br />55% Rate something<br />31% Submit reviews<br />Social Networking<br />62% Browse profiles<br />45% Create profiles<br />48% Join friend finder sites<br />
    7. 7. sometrends<br />Source: Experian Hitwise, Facebook Driving Industry Growth,<br />nz growth in social media<br />
    8. 8. analternativeapproach<br />use social media<br />social networking sites<br />microblogs<br />
    9. 9. analternativeapproach<br />use social media<br />blogs<br />forums<br />
    10. 10. impactonsociety<br /> case study of thenew zealand internet black out:<br />social movement to protest unfair law amendment<br />encouraged people to blacken profile photos<br />amendment was abolished in the end<br />
    11. 11. impactongovernment<br /> case study of thefamilies commission:<br />started a forum called the couch<br />enables it to get feedback on family policies<br />fosters collaboration<br />
    12. 12. impactonbusiness<br /> case study of giapo:<br />gelato shop in Auckland<br />used a corporate blog, youtube, facebook, and twitter<br />gained many fans and followers even before brick-and-mortar opening<br />
    13. 13. ourinterviewees<br />simon young:<br />social media consultant<br />blogger<br />jack yan:<br />mayoral candidate<br />media mogul<br />
    14. 14. gainedinsights<br />from simon young:<br />traditional media and social media are complementary<br />traditional media provides possibly biased views<br />social media provides additional perspectives<br />
    15. 15. gainedinsights<br />from jack yan:<br />nz businesses embrace media democratisation<br />government bodies accept social media but individual politicians fear it<br />nz government users worry about being too casual and transparent<br />
    16. 16. ourevaluation<br />new zealand’ssocial media landscape:<br />highly self-governing<br />very community-based <br />embraced by the government<br />
    17. 17. ourevaluation<br />new zealand’ssocial media landscape:<br />conducive<br />engaging<br />vocal<br />
    18. 18. quickguide<br />how to engage:<br />use the right social media channels<br />be prudently transparent<br />complement with traditional media where appropriate<br />