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

1. DIGITAL MEDIA ACROSS ASIA:
THE PAN-ASIAN CHALLENGE
Dr. Michael Netzley, PhD
http://twitter.com/communicateasia

2. Twitter &
Queenstown

5. 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?

6. Where We Have Been
• Democratized media
• ―social‖ media
• Tech: Internet, blogs,
Twitter, 3G, iPhone,
Facebook, & Google.
• New vs traditional
media
• Privacy & persona

7. Technology,
WWW, Privacy, &
Democratization
Marketing,
Comms, &
Innovation
Tips, Techniques,
& Best Practices
Why?

8. 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

10. 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

11. Connecting
People with
Other People

12. Technology,
WWW, Privacy, &
Democratization
Marketing,
Comms, &
Innovation
Tips, Techniques,
& Best Practices
Connecting
People

13. Not Broadcasting…

14. Connecting People!

15. “Innumerable confusions
and a feeling of despair
invariably emerge in periods
of great technological and
cultural transition.”
Marshall McLuhan

17. Literacy

18. Perak: Reaching Further

19. 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

20. 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.

21. 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

22. 43% Growth in South Asia

23. 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

24. 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

25. 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

26. “No skill is more
crucial to the future of
a child, or to a
democratic and
prosperous society,
than literacy.”

27. Traditional v. Digital Literacy
Uncertainty Overload
Insufficient or
Masses of data at
missing the push of a button
information

28. 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

29. 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?

30. 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?

31. INNOVATION

32. Weak Ties: Defined
weak ties (acquaintances,
not close friends) enable
reaching populations and
audiences that are not
accessible via strong ties.

33. Tan Siok Siok: Filmmaker
http://www.twittamentary.com/

34. Twittamentary

35. Interview with Siok Siok
Interview: episode #479

36. 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

37. 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

38. 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)

39. Solve
Business
Problems

40. Expands Your
Resource Base

41. Tech Lowers
Cost of Making
Weak Ties

42. National
Barriers
Isolate

43. 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?

44. Presence

45. 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%

46. 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 %

47. 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 %

48. 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 %

49. “Be Here Now.”
Baba Ram Dass

50. Lenovo Olympic Blogging

51. 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?

54. Lenovo Feeds for Japan

55. Campaign Results
1.4 million
10.4 million
visits to
Impressions
Lenovo Site
202 Blog 1500 Athlete
Mentions Blog Posts
8000+
Comments
On Site

56. 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?

60. Internet Blocking and
Communication Risk

61. Takeaway
Asia offers many leading
examples…find them and learn
from markets similar to our own

62. 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?

63. Change & Risk

64. South Korea: A Beefy Debate

65. 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

66. 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)

68. 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)

70. 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.

71. May 2: Protests Begin

72. 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)

73. May 22: President Lee Apologizes

74. 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

75. Obolo, SG
All Details of this case were collected
from public records.

76. 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/

77. 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

78. Song of a
Frustrated
Foodie

79. “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.

80. 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

82. 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

83. 74
Blog Comments

85. SEARCH

86. Listening & Risk Management: H1N1

87. Search: How People Find You
But, search has grown up

88. Case: Google Search “H1N1 & SMU”

89. Case: Google for “5th H1N1 & SMU”

90. SMS Update

91. Case: Twitter Search “H1N1 & SMU”

92. Real Time Search: So What?
Morning
vs
Lunch
vs
Day’s End

93. Printed Paper…the Next Day

94. Takeaway
Through search you find
information, and people find you.
You cannot manage anything until
people are connected with people.

95. 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)

96. Singapore 2.0

97. MINDEF CyberpioneerTV

98. Deep Impact: Our Naval Divers

99. MINDEF: Description

100. Compare & Contrast

101. DOVE Video

103. NGO Response

106. Recruit Talent

108. ``If you don't like
change, you're going
to like irrelevance
even less'‘
- Gen.Eric Shinseki
Hat tip to Mitch Joel

109. 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.