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Thailand+ Social Media- Good to go?

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A brief presentation on whether Thailand is ready for digital media as a major "it" in the media landscape - both technology-wise and consumer-wise.

Published in: Education, Travel, Business
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Thailand+ Social Media- Good to go?

  1. 1. Thailand + Digital Media - “Good to go?” Aye Thiri PHYO Shaun TAY Liang Yao PHUA Li Guen Caroline Christine BAKELS
  2. 2. What’s Hindering? (Given High Internet Speed) <ul><li>Thais’ Behaviors and Attitude </li></ul><ul><li>Less intensive, and highly tolerant towards online advertising </li></ul>Web Language English, which literacy of general public is low compared to other countries. Thus, not understanding the real dynamics of the new social media tools. SUGGESTION: PR Companies Start off with traditional media channels OR social media consultancy to educate people of its usefulness first.
  3. 3. Is Thailand ready for digital age? <ul><li>NO! </li></ul><ul><li>Government’s Stringent Control over Internet Media </li></ul><ul><ul><li>ICT (Thai Information and Communication Ministry) blocked 2300 websites and 400 under investigation. </li></ul></ul><ul><ul><li>Pro-democracy internet users say, “Government is suppressing online freedom. </li></ul></ul><ul><li>Traditional Media is Going to Stay </li></ul><ul><ul><li>Trust in traditional advertising (TV, newspaper, magazine) ranked higher than that in new media such as mobile phone and Internet. </li></ul></ul><ul><li>YES! </li></ul><ul><li>Accelerating Internet Penetration </li></ul><ul><ul><li>Internet bandwidth: 30Mbps (international) and 226 Mbps (domestic) </li></ul></ul><ul><li>Richer Content </li></ul><ul><ul><li>Growing trends of blogging services </li></ul></ul><ul><ul><li>Interactive sites such as Online News. </li></ul></ul><ul><li>More WIFI hotspots </li></ul><ul><ul><li>Available at shopping malls, hotels, restaurants and café. </li></ul></ul><ul><li>3G phones users + Internet mobile Apps </li></ul><ul><ul><li>i.e. Yozzo, LetsProveWhere </li></ul></ul>
  4. 4. What our interviewees has to say… Andrew Clark, Founder of advertising firm Creative InHouse “ Thailand has embraced digital marketing…target the affluent market segment … it works culturally with the &quot;follow my friends&quot; mentality. “… people perceive online as a personal platform so one can expect more sincere and honest opinions. Therefore, I think people trust online media more.” Sherrie Daraprai, Executive at I-mobile “ You probably should go somewhere else “ (laughs) Jon Russell, Staff writer at Director Thailand Magazine - when asked for advice to new foreign PR in Thailand
  5. 5. Case Study: Tourism Authority of Thailand
  6. 6. What’s it about <ul><li>Use of Social Media to promote Thai tourism </li></ul><ul><li>Where 5 winning pairs will each explore the selected destination </li></ul><ul><li>Purpose of UTE </li></ul>
  7. 7. Objectives of the campaign <ul><li>Purpose of UTE </li></ul><ul><ul><li>Enhance the positive perception about Thailand </li></ul></ul><ul><ul><li>Regain Tourists confidence </li></ul></ul><ul><ul><li>Clear and balanced understanding </li></ul></ul><ul><ul><li>Paying attention to social media </li></ul></ul>
  8. 8. Evaluation of Online Tourism Campaign <ul><ul><li>Response </li></ul></ul><ul><ul><ul><li>206 pairs sign up! (25 chosen) </li></ul></ul></ul><ul><ul><ul><li>Diverse participants from at least 22 different countries i.e. China, US, India, Indonesia, Germany etc. </li></ul></ul></ul><ul><ul><ul><li>Free publicity generated by participants - More than 50 blog mentions! </li></ul></ul></ul>
  9. 9. Conclusion <ul><li>About the Campaign </li></ul><ul><li>The campaign is well done </li></ul><ul><li>Need to improve on consistency of information </li></ul><ul><li>Allow comments on blogs, website </li></ul><ul><li>About Thailand </li></ul><ul><li>If the government is avid about using social media </li></ul><ul><li> it’ll only be used more often for more Thai campaigns </li></ul><ul><li>Although infrastructure is not yet ready within Thailand, people are ready to embrace it. </li></ul>Is Thailand good to go? – a little more and we’re good to go!

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