Digital Media Workshop March 17 [MoH]

844 views
768 views

Published on

Talk delivered to Singapore's Ministry of Health on March 17

Published in: Business, Travel
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
844
On SlideShare
0
From Embeds
0
Number of Embeds
12
Actions
Shares
0
Downloads
27
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Digital Media Workshop March 17 [MoH]

  1. 1. DIGITAL MEDIA ACROSS ASIA: Dr. Michael Netzley, PhD http://twitter.com/communicateasia
  2. 2. Twitter & Queenstown
  3. 3. New Media Defined
  4. 4. Social media means… Democratized Media “Professionals” no longer control the media. Content creation and distribution are in the hands of many people – anyone with an Internet connection. Source: yaycaffeine
  5. 5. Social media means… The Rise of the Amateur You don’t need a record deal to make it big. YouTube comedians, MySpace musicians, and hobby photographers everywhere can gain large audiences through social media. Source: yaycaffeine
  6. 6. Social media means… New Ways of Collaborating Social media encourages participation. Instead of paying one person to write an article, one can tap into the collective knowledge and expertise of many – and create 13 million free articles. Source: yaycaffeine
  7. 7. Social media means… Rapid Communication You can spread a message to your social network with a click of a button. And if others like what you’re saying, they will click, too – and spread the message to their friends. Your message can hop across networks and reach millions. Source: yaycaffeine
  8. 8. Social media means… More Ways of Communicating Everyone can access many tools which help them to comment, respond, and spread your message. Source: yaycaffeine
  9. 9. Social media means… Better and Faster Access to Information Forget rummaging through pages of junk. Social media lets you categorize, search, and discover others’ recommendations. This means relevant information at a fraction of the time. Source: yaycaffeine
  10. 10. Connecting People With People
  11. 11. KPerak: Public Sector Media
  12. 12. Public Sector Leadership Required
  13. 13. Asia: Tapping Into the Trend 100% 5% 6% 6% 7% 7% 7% 7% 6% 9% 9% 9% 9% 10% 10% 10% 10% 80% Percentage of Worldwide Online Population 34% 35% 38% 39% 40% 41% 42% 43% 60% 40% 29% 29% 28% 27% 26% 26% 25% 25% 20% 22% 21% 19% 18% 17% 16% 16% 15% 0% 2005 2006 2007 2008 2009 2010 2011 2012 North America Europe Asia, Asia Pacific, and Oceania Latin America and Carribean Middle East and Africa Steven Noble, Senior Analyst, Forrester Research. Presented Ad-Tech, SG Source: JupiterResearch Worldwide Internet Population Model (3/08)
  14. 14. ICT Development Index (2002-07) Economy Rank 2007 IDI 2007 Rank 2002 IDI 2007 Sweden 1 7.50 1 6.05 Korea (Rep.) 2 7.26 3 5.83 Denmark 3 7.22 4 5.78 Hong Kong, 11 6.70 12 5.10 China Japan 12 6.64 18 4.82 Australia 14 6.58 13 5.02 Singapore 15 6.57 16 4.83 Malaysia 52 3.79 50 2.74 Thailand 63 3.44 70 2.17 China 90 3.11 73 1.95
  15. 15. Measuring Internet Societies with ICT Development Index • The ICT Index illustrates the level of advancement of information and communication technologies (ICT) across more than 150 countries and compares progress made between 2002 and 2007. • Various factors were incorporated into the index: – ICT infrastructure and access: Available infrastructure and individuals’ access to basic ICTs. – ICT use and the intensity of use: Actual use of ICTs and level of intensity of use. – ICT skills: Proxy indicators like level of education and literacy.
  16. 16. 43% Growth in South Asia
  17. 17. ICT Access Subindex (2002-07) Economy Rank 2007 IDI 2007 Rank 2002 IDI 2007 Sweden 1 8.67 1 7.68 Korea (Rep.) 14 7.48 9 6.82 Denmark 8 8.33 2 7.47 Hong Kong, 3 8.53 7 6.86 China Japan 27 6.89 20 5.93 Australia 19 7.24 19 5.97 Singapore 11 8.06 13 6.54 Malaysia 60 4.14 52 2.73 Thailand 63 3.99 81 1.74 China 64 3.87 71 1.95
  18. 18. ICT Use Subindex (2002-07) Economy Rank 2007 IDI 2007 Rank 2002 IDI 2007 Sweden 3 5.48 3 2.89 Korea (Rep.) 1 5.85 1 3.21 Denmark 7 5.10 6 2.60 Hong Kong, 13 4.64 7 2.45 China Japan 4 5.41 18 1.96 Australia 12 4.68 15 2.00 Singapore 10 4.83 14 2.01 Malaysia 40 2.26 27 1.09 Thailand 73 0.78 63 0.26 China 71 0.81 74 0.17
  19. 19. ICT Skills Subindex (2002-07) Economy Rank 2007 IDI 2007 Rank 2002 IDI 2007 Sweden 9 9.17 3 9.14 Korea (Rep.) 3 9.63 6 9.07 Denmark 5 9.26 9 8.74 Hong Kong, 62 7.16 65 6.85 China Japan 26 8.60 28 8.31 Australia 13 9.05 2 9.17 Singapore 66 7.07 56 7.02 Malaysia 96 6.15 86 6.07 Thailand 50 7.65 67 6.83 China 94 6.21 99 5.53
  20. 20. “No skill is more crucial to the future of a child, or to a ….. prosperous society, than literacy.”
  21. 21. Opportunity: Weak Ties
  22. 22. Weak Ties: Defined weak ties (acquaintances, not close friends) enable reaching populations and audiences that are not accessible via strong ties.
  23. 23. Tan Siok Siok: Filmmaker http://www.twittamentary.com/
  24. 24. Twittamentary
  25. 25. Interview with Siok Siok Interview: episode #479
  26. 26. Technology, WWW, Privacy, & Democratization Marketing, Comms, & Innovation Tips, Techniques, & Best Practices Connecting People
  27. 27. Not Broadcasting…
  28. 28. Connecting People!
  29. 29. Solve Problems
  30. 30. Tech Lowers Cost of Making Weak Ties
  31. 31. Expands Your Resource Base
  32. 32. First, Build the Network
  33. 33. Risk
  34. 34. South Korea: A Beefy Debate
  35. 35. 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
  36. 36. 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)
  37. 37. 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)
  38. 38. 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)
  39. 39. 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.
  40. 40. May 2: Protests Begin
  41. 41. May 22: President Lee Apologizes
  42. 42. Second, Balanced Risk Assessment
  43. 43. MSM Responses Were Too Slow
  44. 44. Emotion Spreads Rapidly
  45. 45. Emotions Galvanize
  46. 46. Tap Existing Enthusiasm
  47. 47. Begin Monitoring During Good Times
  48. 48. Network Now
  49. 49. Strategy
  50. 50. P references O bjectives S trategy T echnology
  51. 51. Think Jujutsu • Soft style of exploiting what others do • Not about “hard” tactic of overpowering or overcoming • Take what others do and use to your advantage
  52. 52. What are people doing?
  53. 53. SG Netizens: On-line Behavioral Preferences wiki contribution Microblog On-line Ratings Personal Blog Upload Videos Leave Comment Blog Visit Friends' SNS My SNS Watch Videos 0 10 20 30 40 50 60 70 80 90 10 0 30+ 20-30 <20 © 2009 Michael Netzley, research.
  54. 54. What Does It Mean? •Experiencing wave of 2.0 savvy constituents • Public displays of self are relatively few • Standing in the shadows
  55. 55. Pick An Objective • Listening • Talking • Energizing • Supporting • Embracing
  56. 56. Singapore Tattoo Show
  57. 57. Flash Your Tat
  58. 58. Third, Data Driven Strategy
  59. 59. Present Where Your Audience Is
  60. 60. Pick One Objective
  61. 61. Formulate Strategy
  62. 62. Then Pick Your Technology
  63. 63. Measure
  64. 64. Tiger’s Social Media Presence
  65. 65. SoV against AirAsia SoV Tiger Airways AirAsia Note: • Quantity comparison: 24,354 mentions Vs 6,218 mentions
  66. 66. SoV against AirAsia
  67. 67. Media Spread for Tiger
  68. 68. Brand Health for Tiger
  69. 69. Sample Negative Articles
  70. 70. Brand Health for AirAsia
  71. 71. Negative Articles
  72. 72. Last, Measure Based on Objective
  73. 73. New Media; New Measure
  74. 74. Quickly Learn & Revise
  75. 75. Budget for Measurement
  76. 76. Not Broadcasting… Connecting!
  77. 77. Balanced Risk Assessment
  78. 78. Data Driven Strategy
  79. 79. Measure Based on Objective
  80. 80. ``If you don't like change, you're going to like irrelevance even less'‘ - Gen.Eric Shinseki Hat tip to Mitch Joel
  81. 81. My Business Card
  82. 82. Thank You I would like to thank Mimrah Mahmood at Meltwater for his kind support regarding the measurement example. I would also like to thank Tan Siok Siok and encourage everyone to visit her Twittamentary site.

×