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Digital Media Across Asia class - presentation by Dr. Michael Netzley, PhD.

Digital Media Across Asia class - presentation by Dr. Michael Netzley, PhD.

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    Pan Asian Challenge Pan Asian Challenge Presentation Transcript

    • DIGITAL MEDIA ACROSS ASIA: THE PAN-ASIAN CHALLENGE Dr. Michael Netzley, PhD http://twitter.com/communicateasia
    • Twitter & Queenstown
    • Question: Pan-Asian Challenge If you are a Swede living in China and working for a client who is entering [market X], what must you know and do to succeed?
    • Where We Have Been • Democratized media • ―social‖ media • Tech: Internet, blogs, Twitter, 3G, iPhone, Facebook, & Google. • New vs traditional media • Privacy & persona
    • Technology, WWW, Privacy, & Democratization Marketing, Comms, & Innovation Tips, Techniques, & Best Practices Why?
    • Social Media Social media is a type of online media that expedites conversation as opposed to traditional media, which delivers content but doesn't allow readers/viewers/listeners to participate in the creation or development of content. Source
    • Sociological definition • Talking about an individual’s or organization’s integration within society • How humans organize themselves online, interact socially, and develop patterns of behavior we should understand • Involves both integration & alienation • Impacts individuals, groups, organizations and societies
    • Connecting People with Other People
    • Technology, WWW, Privacy, & Democratization Marketing, Comms, & Innovation Tips, Techniques, & Best Practices Connecting People
    • Not Broadcasting…
    • Connecting People!
    • “Innumerable confusions and a feeling of despair invariably emerge in periods of great technological and cultural transition.” Marshall McLuhan
    • Literacy
    • Perak: Reaching Further
    • 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
    • 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.
    • Measuring Internet Societies with ICT Development Index • While Korea is the only Asian country in the list of top ten (all the others coming from Europe), a few more show up in the top 15 ranking. • Sweden tops the IDI 2007, unchanged from 2002 by maintained its leading position in many of the ICT indicators. In particular, Internet use is very high in Sweden
    • 43% Growth in South Asia
    • 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
    • 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
    • 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
    • “No skill is more crucial to the future of a child, or to a democratic and prosperous society, than literacy.”
    • Traditional v. Digital Literacy Uncertainty Overload Insufficient or Masses of data at missing the push of a button information
    • Asia: Tapping Into the Trend 100% 5% 6% 6% 7% 7% 7% 7% 6% Percentage of Worldwide Online Population 9% 9% 9% 9% 10% 10% 10% 10% 80% 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, Source: JupiterResearch Worldwide Internet Population Model
    • What Does It Mean For You? • As a Skilled ICT worker, how do you compare to peers in South Korea or Sweden? • Where should you be looking for role models as you improve your ICT skills? • What steps have you—or can you—take to connect with skilled ICT peers?
    • What two skills can you Two-Minute improve during the Challenge remaining four weeks to become a better ICT worker, and how will you learn so that these skills become habit?
    • INNOVATION
    • Weak Ties: Defined weak ties (acquaintances, not close friends) enable reaching populations and audiences that are not accessible via strong ties.
    • Tan Siok Siok: Filmmaker http://www.twittamentary.com/
    • Twittamentary
    • Interview with Siok Siok Interview: episode #479
    • National Networks Vary Wikis Social Networking Search Engines China Hudong Renren (formerly Baidu known as Xiaonei) Japan Wikipedia Japan Mixi Yahoo Japan South Wikipedia Korean & Cyworld Naver Korea Naver Dictionary
    • National Networks Vary Blog Service Email File Sharing Provider Application China Blogbus 163.com Xunlei Japan FC2 Yahoo Mail Japan Share Share (ソフトウェア) South Tistory Hanmail by Daum ClubBox Korea
    • Key Points • Weak ties can be powerful, but challenging to build across cultures, languages, and preferred sites • Weak ties are powerful because they can give you what close friends and community often cannot (e.g., different ideas, connections, resources, models, etc)
    • Solve Business Problems
    • Expands Your Resource Base
    • Tech Lowers Cost of Making Weak Ties
    • National Barriers Isolate
    • What two actions can you take to stop Two-Minute shouting (i.e., RTing) Challenge and start connecting yourself with other people? How will you learn so these actions become habit?
    • Presence
    • Leading Internet Markets Countries Number of Country Internet Netizens Population Penetration (%) China 338,000,000 1,338,612,968 25.3% Japan 94,000,000 127,078,679 74.0 % South Korea 37,475,800 48,508,972 77.3%
    • Developing Internet Markets Countries Number of Country Internet Netizens Population Penetration (%) India 81,000,000 1,156,897,766 7.0 % Taiwan 15,143,000 22,974,347 65.9 % Hong Kong 4,878,713 7,055,071 69.2 % Singapore 3,104,900 4,657,542 66.7 %
    • Catch Up Internet Markets Countries Number of Country Internet Netizens Population Penetration (%) Philippines 24,000,000 97,976,603 21.1 % Vietnam 21,524,417 88,576,758 24.3 % Malaysia 16,902,600 25,715,819 65.7 %
    • Follower Internet Markets Countries Number of Country Internet Netizens Population Penetration (%) Indonesia 25,000,000 240,271,522 10.4 % Thailand 13,416,000 65,998,436 20.3 %
    • “Be Here Now.” Baba Ram Dass
    • Lenovo Olympic Blogging
    • 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?
    • Lenovo Feeds for Japan
    • Campaign Results 1.4 million 10.4 million visits to Impressions Lenovo Site 202 Blog 1500 Athlete Mentions Blog Posts 8000+ Comments On Site
    • Lessons from Lenovo • Asia has fragmented & controlled markets • Asia’s diverse ecosystems can be bridged • Weak ties only work if there passion/energy and desire are present • Staying away from a specific celebrity broadened the reach—and lowered risk • Question: why not host at Wordpress, Blogger, Facebook, or My Space?
    • Internet Blocking and Communication Risk
    • Takeaway Asia offers many leading examples…find them and learn from markets similar to our own
    • What two steps can you take to find local Two-Minute role models and Challenge connect with them? How will you initiate the relationship so that relationship building becomes habit?
    • Change & Risk
    • South Korea: A Beefy Debate
    • 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
    • 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)
    • 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)
    • 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.
    • May 2: Protests Begin
    • 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)
    • May 22: President Lee Apologizes
    • 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
    • Obolo, SG All Details of this case were collected from public records.
    • The Obolo Story It all began in 2003 when architecture graduates Mac Woo and June Lee started baking from home for families and close friends out of interest and passion. After forming Obolo, an online patisserie specializing in gourmet cheesecakes and chocolates in 2004, word of mouth spread quickly about their highly-acclaimed creations. In June 2007, Obolo launched her flagship ―Boutique de Pâtisserie‖ at Joo Chiat, a well-known Mecca for good food in Singapore. http://www.obolo.com.sg/
    • http://farm4.static.flickr.com/3471/3184420802_49f42fe922.jpg http://media.photobucket.com/image/Obolo/ladyironchef/obolo/DSC_2170.jpg http://singsupplies.com/showthread.php?t=40605
    • Song of a Frustrated Foodie
    • “I admire those who follow their passions and make their dreams come true. Imagine looking forward to work and creating lovely pastries everyday because you love it! I wonder if I’ll ever be that lucky.” “Just the average praline cake with chocolate mousse and genoise which was far too sweet and rich.” The blackcurrant filling in Cassis was too sweet and jam-like; Chocolate Hazelnut was slightly better with a bittersweet ganache.
    • The Siren’s Final Alarm I really wanted to like Obolo but its creations didn’t impress me enough. After awhile, the law of diminishing returns sets in and everything becomes cloyingly sweet. Definitely a case of sugar overload! (Oct 2, 2009) Blog Disclaimer: All opinions/comments you see here are based on personal taste/preference, and my mood/craving for that day. I'm an extremely fussy eater so what I don't like doesn't mean others won't be impressed. Trust my readers to exercise their own judgement, please. There is ZERO intention to irritate/anger/influence anyone in any way
    • As an avid food blogger, I share my dining experiences (whether good or bad) with my readers. Sometimes, I would also send an email to the restaurants…That was what I did after visiting a local pastry boutique. I praised X on its boutique decor and also commented that the desserts…. The next day, I was shocked and disappointed to read X's reply. To cut a long email short, the gist is that she has referred my blog url to her legal consultant and wanted me to remove my post within 24 hours to avoid any legal proceedings, if any. I was appalled by this and hence, decided to write to this forum… http://www.todayonline.com/Voices/EDC091012-0000206/Online-Only---You-mean-bloggers-cant-speak-their-minds
    • 74 Blog Comments
    • SEARCH
    • Listening & Risk Management: H1N1
    • 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 vs Day’s End
    • Printed Paper…the Next Day
    • Takeaway Through search you find information, and people find you. You cannot manage anything until people are connected with people.
    • So What to Say to the Swede? • Personal Challenge: Online & Literate • Corp Comm Challenge: Innovate through weak ties (Twittamentary) • Pan-Asia Challenge: – Asia’s fragmented media markets (Lenovo) – Adapt our media practices now (SK & Obolo) – Search is critical in a fragmented and rapid information society (H1N1)
    • Singapore 2.0
    • MINDEF CyberpioneerTV
    • Deep Impact: Our Naval Divers
    • MINDEF: Description
    • Compare & Contrast
    • DOVE Video
    • NGO Response
    • Recruit Talent
    • ``If you don't like change, you're going to like irrelevance even less'‘ - Gen.Eric Shinseki Hat tip to Mitch Joel
    • 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.