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


       Dr. Michael Netzley, PhD
        http://twitter.c...
Twitter & Queenstown
How I Got in the Media Business
  Digital Media across Asia




   CommunicateAsia.Asia
“Innumerable confusions
and a feeling of despair
invariably emerge in periods
of great technological and
cultural transiti...
Media (R)Evolution
Asia Leads the Charge
                                              100%     5%        6%         6%                    7%...
ICT Development Index (2002-07)
Economy        Rank 2007   IDI 2007   Rank 2002   IDI 2007
Sweden         1           7.50...
43% Growth in South Asia
ICT Access Subindex (2002-07)
Economy        Rank 2007   IDI 2007   Rank 2002   IDI 2007
Sweden         1           8.67  ...
ICT Use Subindex (2002-07)
Economy        Rank 2007   IDI 2007   Rank 2002   IDI 2007
Sweden         3           5.48     ...
ICT Skills Subindex (2002-07)
Economy        Rank 2007   IDI 2007   Rank 2002   IDI 2007
Sweden         9           9.17  ...
Literacy
“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...
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...
Presence
“Be Here Now.”
     Baba Ram Dass
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
Innovation
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
Change
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
information, and people find you
Obolo, SG



        Michael Netzley, PhD
        All Details of this case were collected
                           from ...
The Obolo Story
 It all began in 2003 when architecture graduates Mac Woo
 and June Lee started baking from home for famil...
http://farm4.static.flickr.com/3471/3184420802_49f42fe922.jpg
http://media.photobucket.com/image/Obolo/ladyironchef/obolo/...
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 lo...
The Siren’s Final Alarm
           I really wanted to like Obolo but
           its creations didn’t impress me
          ...
As an avid food blogger, I share my dining
experiences (whether good or bad) with my readers.
Sometimes, I would also send...
74
Blog Comments
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 [Am Cham Sg No Video]
Adventures With Social Media [Am Cham Sg No Video]
Adventures With Social Media [Am Cham Sg No Video]
Adventures With Social Media [Am Cham Sg No Video]
Adventures With Social Media [Am Cham Sg No Video]
Adventures With Social Media [Am Cham Sg No Video]
Adventures With Social Media [Am Cham Sg No Video]
Adventures With Social Media [Am Cham Sg No Video]
Adventures With Social Media [Am Cham Sg No Video]
Adventures With Social Media [Am Cham Sg No Video]
Adventures With Social Media [Am Cham Sg No Video]
Adventures With Social Media [Am Cham Sg No Video]
Adventures With Social Media [Am Cham Sg No Video]
Adventures With Social Media [Am Cham Sg No Video]
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Adventures With Social Media [Am Cham Sg No Video]

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Updated Talk delivered to AmCham and MICA in Singapore, Nov 09. New examples include Queenstown, New Zealand and Obolo's blogger relations fiasco. Also, you find new data on ICT ranking in Asia. Enjoy!

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Adventures With Social Media [Am Cham Sg No Video]

  1. 1. Adventures with Social Media: Five Stories from Asia’s Internet Dr. Michael Netzley, PhD http://twitter.com/communicateasia
  2. 2. Twitter & Queenstown
  3. 3. How I Got in the Media Business Digital Media across Asia CommunicateAsia.Asia
  4. 4. “Innumerable confusions and a feeling of despair invariably emerge in periods of great technological and cultural transition.” Marshall McLuhan
  5. 5. Media (R)Evolution
  6. 6. Asia Leads the Charge 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
  7. 7. 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
  8. 8. 43% Growth in South Asia
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. Literacy
  13. 13. “No skill is more crucial to the future of a child, or to a democratic and prosperous society, than literacy.”
  14. 14. Traditional v. Digital Literacy Uncertainty Overload Insufficient or Masses of data at missing the push of a button information
  15. 15. Tan Siok Siok: Filmmaker http://www.twittamentary.com/
  16. 16. Twittamentary
  17. 17. Interview with Siok Siok Interview: episode #479
  18. 18. 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
  19. 19. Presence
  20. 20. “Be Here Now.” Baba Ram Dass
  21. 21. The Colonel of Oz: KFC on Facebook
  22. 22. June 13, 2009: KFC Announces Facebook Campaign for Cayan Grill Thanks to Thomas Crampton, Ogilvy
  23. 23. Facebook Stats (screen capture) Facebook case study
  24. 24. Insert KFC story here Sunday 6/13: announced Tuesday 6/15: 17,500+ fans Sunday, 6/20: 50,000+ fans
  25. 25. KFC Page Stats (screen capture) Facebook case study
  26. 26. KFC Page Stats (screen capture) Facebook case study
  27. 27. 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
  28. 28. Takeaway Take the best from the West…. adapt to the rest
  29. 29. Innovation
  30. 30. Lenovo Olympic Blogging
  31. 31. 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?
  32. 32. Lenovo Feeds for Japan
  33. 33. Campaign Results 1.4 million 10.4 million visits to Impressions Lenovo Site 202 Blog 1500 Athlete Mentions Blog Posts 8000+ Comments On Site
  34. 34. 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?
  35. 35. Internet Blocking and Communication Risk
  36. 36. Takeaway Asia offers many leading examples…find them and learn from markets similar to our own
  37. 37. Change
  38. 38. South Korea: A Beefy Debate
  39. 39. 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
  40. 40. 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)
  41. 41. 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)
  42. 42. 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.
  43. 43. May 2: Protests Begin
  44. 44. 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)
  45. 45. May 22: President Lee Apologizes
  46. 46. 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
  47. 47. Takeaway Communication becomes trans- media
  48. 48. H1N1 in Singapore
  49. 49. Search: How People Find You But, search has grown up
  50. 50. Case: Google Search “H1N1 & SMU”
  51. 51. Case: Google for “5th H1N1 & SMU”
  52. 52. SMS Update
  53. 53. Case: Twitter Search “H1N1 & SMU”
  54. 54. Real Time Search: So What? Morning vs Lunch vs Day’s End
  55. 55. Printed Paper…the Next Day
  56. 56. Takeaway Search is essential in a trans-media world. Through search you find information, and people find you
  57. 57. Obolo, SG Michael Netzley, PhD All Details of this case were collected from public records.
  58. 58. 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/
  59. 59. 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
  60. 60. Song of a Frustrated Foodie
  61. 61. “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.
  62. 62. 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
  63. 63. 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
  64. 64. 74 Blog Comments
  65. 65. 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)
  66. 66. ``If you don't like change, you're going to like irrelevance even less'‘ - Gen.Eric Shinseki Hat tip to Mitch Joel
  67. 67. My Business Card
  68. 68. 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. Finally, Steven Noble is a star for sharing his stats. The Lenovo video and Did You Know video are available on YouTube.

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