Adventures with Social Media:
  Five Stories from Asia’s
          Internet

      Dr. Michael Netzley, PhD
        http:/...
Tan Siok Siok: Filmmaker




                           http://www.twittamentary.com/
Twittamentary
Interview with Siok Siok




      Interview: episode #479
Key Points
• Like print centuries ago, or television and
  computers in the 20th century, digital
  media changes how we w...
The Colonel of Oz: KFC on Facebook
June 13, 2009: KFC Announces
  Facebook Campaign for Cayan Grill




Thanks to Thomas
Crampton, Ogilvy
Facebook Stats (screen capture)




                                  Facebook case
                                  study
Insert KFC story here

Sunday 6/13: announced


   Tuesday 6/15: 17,500+ fans


      Sunday, 6/20: 50,000+ fans
KFC Page Stats (screen capture)




                                  Facebook
                                  case study
KFC Page Stats (screen capture)




                                  Facebook
                                  case study
Key Points
• Current Web 2.0 conversations often
  reflect a Western bias
• Ecosystems and online behaviors differ
• We sh...
Takeaway

Take the best from the West….
adapt to the rest
Lenovo Olympic Blogging
The Challenge

 How do you position Lenovo as a company
 providing solutions…as something more than
 just providing comput...
Lenovo Feeds for Japan
Campaign Results

                         1.4 million
         10.4 million
                          visits to
        I...
Lessons from Lenovo
• Asia’s diverse ecosystems can be bridged
• Interesting and timely content helps you to
  engage peop...
Internet Blocking and
Communication Risk
Takeaway
Asia offers many leading
examples…find them and learn
from markets similar to our own
South Korea: A Beefy Debate
2008 Decision to Resume U.S.
Beef Imports
    April 18: South Korea
    Announces Decision


       April 24-28: Rumors an...
Quotes from South Korean Blogs
 April 24

 The first locations that mad cow disease
 meat will go into are the schools and...
Quotes from South Korean Blogs
April 28

Our people (Koreans) have the genetic makeup
with the highest propensity of being...
More Rumors (all are false)
• BSE is carried through knife or cutting board that
  touched infected meat. If you wash thos...
May 2: Protests Begin
South Korea’s Information Society
•   World’s #2 information society
•   High Internet penetration
•   High broadband subs...
May 22: President Lee Apologizes
Lessons from South Korea
• Mainstream media can be too slow in an
  information society
• Emotion spreads effectively, whi...
Takeaway

Communication
becomes trans-
media
H1N1 in Singapore
Search: How People Find You

                But, search has grown up
Case: Google Search “H1N1 & SMU”
Case: Google for “5th H1N1 & SMU”
SMS Update
Case: Twitter Search “H1N1 & SMU”
Real Time Search: So What?

                       Morning
                         vs

                       Lunch
     ...
Printed Paper…the Next Day
Takeaway
Search is essential in a trans-media
world. Through search you find
people and information; people and
informatio...
Nature of Information Societies
• Networks are critical (Siok Siok)
• Media destinations are not equal within a
  market; ...
``If you don't like
change, you're going
to like irrelevance
even less'‘

     - Gen.Eric Shinseki

                      ...
My Business Card
Thank You

  I would like to thank John Bell and Thomas
  Crampton at Ogilvy for their kind support. I would
  also like t...
Adventures With Social Media [ Video in Slide2]
Adventures With Social Media [ Video in Slide2]
Adventures With Social Media [ Video in Slide2]
Adventures With Social Media [ Video in Slide2]
Adventures With Social Media [ Video in Slide2]
Adventures With Social Media [ Video in Slide2]
Adventures With Social Media [ Video in Slide2]
Adventures With Social Media [ Video in Slide2]
Adventures With Social Media [ Video in Slide2]
Adventures With Social Media [ Video in Slide2]
Adventures With Social Media [ Video in Slide2]
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Presentation delivered on September 4 to the PR Consultant's Association in Kuala Lumpur.

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Adventures With Social Media [ Video in Slide2]

  1. 1. Adventures with Social Media: Five Stories from Asia’s Internet Dr. Michael Netzley, PhD http://communicateasia.asia
  2. 2. Tan Siok Siok: Filmmaker http://www.twittamentary.com/
  3. 3. Twittamentary
  4. 4. Interview with Siok Siok Interview: episode #479
  5. 5. Key Points • Like print centuries ago, or television and computers in the 20th century, digital media changes how we work and play • Digital media is rich with opportunity for innovation and creativity • Example: crowdsourcing
  6. 6. The Colonel of Oz: KFC on Facebook
  7. 7. June 13, 2009: KFC Announces Facebook Campaign for Cayan Grill Thanks to Thomas Crampton, Ogilvy
  8. 8. Facebook Stats (screen capture) Facebook case study
  9. 9. Insert KFC story here Sunday 6/13: announced Tuesday 6/15: 17,500+ fans Sunday, 6/20: 50,000+ fans
  10. 10. KFC Page Stats (screen capture) Facebook case study
  11. 11. KFC Page Stats (screen capture) Facebook case study
  12. 12. Key Points • Current Web 2.0 conversations often reflect a Western bias • Ecosystems and online behaviors differ • We should invest in market data if we wish to spot the opportunity and correct channel • Make data-driven decisions
  13. 13. Takeaway Take the best from the West…. adapt to the rest
  14. 14. Lenovo Olympic Blogging
  15. 15. The Challenge How do you position Lenovo as a company providing solutions…as something more than just providing computers to the Olympic Games? How do you deliver this message across 25 countries, numerous languages, and varied ecosystems? Once you have fans, how do you keep them engaged with the Lenovo brand throughout the Games?
  16. 16. Lenovo Feeds for Japan
  17. 17. Campaign Results 1.4 million 10.4 million visits to Impressions Lenovo Site 202 Blog 1500 Athlete Mentions Blog Posts 8000+ Comments On Site
  18. 18. Lessons from Lenovo • Asia’s diverse ecosystems can be bridged • Interesting and timely content helps you to engage people • Staying away from a specific celebrity broadened the reach—and lowered risk • Question: why not host at Wordpress, Blogger, Facebook, or My Space?
  19. 19. Internet Blocking and Communication Risk
  20. 20. Takeaway Asia offers many leading examples…find them and learn from markets similar to our own
  21. 21. South Korea: A Beefy Debate
  22. 22. 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
  23. 23. 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)
  24. 24. 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)
  25. 25. 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.
  26. 26. May 2: Protests Begin
  27. 27. 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)
  28. 28. May 22: President Lee Apologizes
  29. 29. Lessons from South Korea • Mainstream media can be too slow in an information society • Emotion spreads effectively, while rational discourse presents a greater challenge • Emotion rapidly galvanizes support • We must update our media strategies to account for digital channels
  30. 30. Takeaway Communication becomes trans- media
  31. 31. H1N1 in Singapore
  32. 32. Search: How People Find You But, search has grown up
  33. 33. Case: Google Search “H1N1 & SMU”
  34. 34. Case: Google for “5th H1N1 & SMU”
  35. 35. SMS Update
  36. 36. Case: Twitter Search “H1N1 & SMU”
  37. 37. Real Time Search: So What? Morning vs Lunch vs Day’s End
  38. 38. Printed Paper…the Next Day
  39. 39. Takeaway Search is essential in a trans-media world. Through search you find people and information; people and information find you
  40. 40. Nature of Information Societies • Networks are critical (Siok Siok) • Media destinations are not equal within a market; we must adapt to new reality(KFC) • Examples of successful Web 2.0 can be found in our own backyard (Lenovo) • Trans-media consumption is a reality (Beef) • Search is critical to success in a rapid, trans-media world (H1N1)
  41. 41. ``If you don't like change, you're going to like irrelevance even less'‘ - Gen.Eric Shinseki Hat tip to Mitch Joel
  42. 42. My Business Card
  43. 43. Thank You I would like to thank John Bell and Thomas Crampton at Ogilvy for their kind support. I would also like to thank Tan Siok Siok and encourage everyone to visit her Twittamentary site. The Lenovo video and Did You Know video are available on YouTube.

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