This document outlines Kamarul Aznam Kamaruzaman's presentation on developing social movements for halal tourism using new media. It defines key terms like halal, travel, new media, and social networking. It discusses how new media can be used as a tool for social change and the interactivity of new media. It also outlines the components of the halal market economy, including consumers, industry, certification, finance, and government. Finally, it presents Kamarul's proposed 360 degree approach to reach audiences through print, online, broadcast, and mobile channels.

1. MEDIA HOUSE FOR HALAL TRENDS
DEVELOPING SOCIAL MOVEMENT FOR HALAL TOURISM
USING NEW MEDIA
KAMARUL AZNAM KAMARUZAMAN, MANAGING EDITOR, HALAL MEDIA
FOR THE INTERNATIONAL ISLAMIC TOURISM CONFERENCE
OCT 28 - 30, 2010. PWTC, KUALA LUMPUR

2. Outline
DEFINITION
NEW MEDIA
THE 360 APPROACH
CLOSING
THANK YOU
ETA : 20 mins ;)

3. Definition
Definition : Halal
“So eat of the sustenance which Allah has provided for
you, lawful and good; and be grateful for the favors of
Allah, if it is He Whom you serve. (An-Nahl : 114)
• Halal Arabic for something which is permissible, legal and good for
all mankind
• Halal when used in relation to food and drink, means “permissible for
consumption by Muslims”
• Halal is a concept that shares universal values promoting peace,
prosperity, tolerance and development in all aspects of the
community
• Opposite of Haram (illegal, prohibited).

4. Definition
Definition : Travel
Say: "Travel through the earth and see how Allah did
originate creation.” (An-Alkabut 20)
“So travel through the land and see what was the end of
those who denied (the truth).” (An-Anahlu 36)
“O ye people! Eat of what is on earth, Halal and good; and
do not follow the footsteps of the Evil One, for he is to you
an avowed enemy.” (Baqarah: 168)

5. Definition
Definition : New Media
(1) The forms of communicating in the digital world, which includes publishing
on CD-ROM, DVD and, most significantly, the Internet. It implies the use of
desktop and portable computers as well as wireless, handheld devices. Every
company in the computer industry is involved with new media in some manner.
Contrast with old media. See digital convergence.
(2) The concept that new methods of communicating in the digital world allow
smaller groups of people to congregate online and share, sell and swap goods
and information. It also allows more people to have a voice in their community
and in the world in general. See social media.

6. Definition
Definition : Social Networking
(1) The practice of expanding the number of one's business and/or social
contacts by making connections through individuals using the unparalleled
potential of the Internet.
(2) Based on the six degrees of separation concept (the idea that any two
people on the planet could make contact through a chain of no more than
five intermediaries), social networking establishes interconnected Internet
communities (sometimes known as personal networks) that help people
make contacts that would be good for them to know, but that they would
be unlikely to have met otherwise.

7. Definition
Latest Stats
New Poll: Wealthy Individuals Use Social Media More Than Most Americans
(1) 70% of high-net-worth individuals are users of Facebook and other social
media sites.
(2) But usage time is very limited. Only 17.4% use on a daily basis; 38% used in
the last 24 hours.
(3) 46 wealthy individuals surveyed: 50% use Facebook; 37% visited YouTube,
35% used LinkedIn.
(4) But 31.8% said they have no time for it.
(5) What if it is for a higher cause?

8. New Media
New Media as Tool for Social Change
(1) Used extensively since 1994 by social movements to educate, organize, share
cultural products of movements, communicate, coalition build, and more.
(2) Eg. Radical movements: The Zapatista Army of National
Liberation of Chiapas, Mexico; WTO Ministerial Conference of 1999 protest
activity; The Indymedia movement.
(3) E.g. Less Radical: Free Hugs Campaign; Free Tibet Campaign; Text
Speak; Cyberpunk.
(4) E.g. Social Cause: Professionals for the Implementation of Halal in Global
Business on Facebook; Halal Tourism?

9. New Media
Interactivity & New Media
(1) Interactivity has become a term for a number of new media use
options evolving from the rapid dissemination of Internet access point,
the digitalization of the media, and media convergence.
(2) New Media with technology convergence shifts the model of mass
communication, and radically shapes the ways we interact and
communicate with one another.
(3) Interpersonal media as "one to one", Mass media as "one to many"
and, New Media as "many to many".
(4) “New media have created virtual realities that are becoming mere
extensions of the world we live in.” - Will Wright, creator of The Sims.
(5) So how can Halal in general, and Islamic Tourism in
particular, benefit from all these?

10. New Media
Components of Halal Market Economy
GOVERNMENT
FINANCE CERTIFICATION
CONSUMER INDUSTRY

11. New Media
Market Components
(1) Consumer: HalalMedia.my (2) Industry: HalalSME.com
- Latest news, updates and upcoming - One-stop global directory for local Halal
trends within global Halal industry businesses and products
- Covering each Halal supply chain that • Premium & Free. Premium listing: 7-tab
matters, providing balanced view for Profile Page (Review, Co. Info, Products,
Halal markets Press, Gallery, Connect, Rate) and 3-tab
- Now: Global, Malaysia, Indonesia Free listing (About, Info, Rate).
channels. Hope for more volunteers. - Exploit Internet’s search engine optimization
/ marketing (SEO/SEM).

12. New Media
Market Components
Certification : Halal Status
• Who: Target audience: Consumer, entire Halal industry supply chain
• What: A web-based system to verify status of Halal products. Include audits.
• Where: Traditional Media: Integrated into The International Halal SME Directory as
Featured Products (WIP)
New Media: HalalStatus portal (WIP) Mobile: Apps to integrate to mobile
devices (WIP)
• Why: To enhance overall integrity of Halal certification and logo, protect Halal
consumers, protect Halal Industry
(4) Finance (5) Government
Must have easy loan access and Must incorporate an established Halal
approval with Halal business community. Rating / Audit system run and managed by
Future plans include functions driven by the industry but monitored by the
strong community participation. government. E.g. Halal Audit Institute.

13. The 360 approach
The 360° Approach: Print
The International Halal SME
Report & Directory
- The definitive guide for global Halal industry
- Annual, 280+ pages of premium SME listing with in-
depth industry reports, plus:
- Halal industry global outlook report, Sectional reports
(five key channels across the Halal value chain),
Regional highlights, New markets & Trends,
Statistics.
- Full page Featured and Free listing of Halal SME and
businesses from around the world.
- Launch and distributed during MIHAS and retail
outlets, circulation 10,000 copies.
- Select distribution channels in ten countries,
international Halal trade shows and partner events.
- Strategic and Corporate Partnership opportunities
available.

14. The 360 approach
Online
> halalsme.com
> halalmedia.my • Target audience: Industry - Micro,
• Target audience: Consumers, Small & Medium Enterprises
Academicians
• What? A platform to • What? Global business directory,
communicate Halal to the masses with a difference. Specialised
• Existing channels: Global, reports on 5 sectors followed by
Malaysia, Indonesia the directory listing.
• Why: Awareness, one-stop • Why: Promotion, resource centre
resource centre, branding
of company profiles, marketing
and branding

15. The 360 approach
Broadcast
-Special production and broadcast on Malaysia’s terrestrial TV3 during a 13-
week episode series.
-Slot booked during run up to Malaysia Halal Week in April 2011 –MIHAS,
WHF, WHR.
-Offer valid for only 13 lucky sponsors – very limited availability. 10 Corporate
Sponsors, 3 Strategic Sponsors
-Also include logo on cover and all promo collaterals, special featured listing,
special positions for ads, and of course coverage on national TV.
-Email info@hmedia.my for sponsorship package’s rate card.

16. The 360 approach
Mobile
Augmented Reality
- Allows for seamless transition between listing on print to mobile via use of
mobile phone camera.
- Scans company logo on print page and several possibilities can happen:
i. View company corporate or promotional video
ii. Save and redeem coupons
iii. Locate & suggest outlet / branch
iv. Verify Halal certification expiry dates
v. Rate and request independent audits
vi. Sample of AR: Malaysia Airlines' iPhone augmented reality demo on
YouTube: http://www.youtube.com/watch?v=T1YAUp8wzzs

17. Closing
Read!
Al Quran Surah Al-Alaq:
“Read! In the Name of your Lord, Who has
created (all that exists).” (verse 1)

18. Closing
Spend!
Al Quran Surah Al-Baqarah:
“And do not throw yourselves into destruction
(by not spending your wealth in the Cause of
Allah).” (verse 195)

19. Closing
Advertise With Us
The International Halal SME
Report & Directory
Register for FREE at
www.halalsme.com

20. That’s it!
Thank you
Thinking of Penetrating the
MEDIA HOUSE FOR HALAL TRENDS
Global Halal Market?
Get your messages across correctly to the global
Halal consumers.
Kamarul Aznam Kamaruzaman From PR and magazines to websites, packaging
Managing Editor and events, our range of
+6012-634 6760 niche media solutions will attract targeted
kamarul@hmedia.my Halal audience to your business.
www.facebook.com/kamarulaznam Because Halal isn’t just your typical market.
www.linkedin.com/in/kamarulaznam
Visit us at:
www.hmedia.my
www.halalsme.com
www.halalmedia.my
More: info@hmedia.my