DIGITAL MEDIA ACROSS ASIA:

THE PAN-ASIAN CHALLENGE

Dr. Michael Netzley, PhDhttp://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,

China

11 6.70 12 5.10

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,

China

3 8.53 7 6.86

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,

China

13 4.64 7 2.45

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,

China

62 7.16 65 6.85

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

UncertaintyInsufficient or

missing information

OverloadMasses of data at

the push of a button

Asia: Tapping Into the Trend

22% 21% 19% 18% 17% 16% 16% 15%

29% 29% 28% 27% 26% 26% 25% 25%

34% 35% 38% 39% 40% 41% 42% 43%

9% 9% 9% 9% 10% 10% 10% 10%

5% 6% 6% 6% 7% 7% 7% 7%

0%

20%

40%

60%

80%

100%

2005 2006 2007 2008 2009 2010 2011 2012

North America Europe

Asia, Asia Pacific, and Oceania Latin America and Carribean

Middle East and AfricaPerc

en

tag

e o

f W

orl

dw

ide O

nli

ne P

op

ula

tio

n

Source: JupiterResearch Worldwide Internet Population Model

(3/08)

Steven Noble, Senior Analyst, Forrester Research. Presented Ad-Tech,

SG

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?

Tw

o-M

inu

te

Ch

all

en

ge

What two skills can you

improve during the

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 VaryWikis Social Networking Search Engines

China Hudong Renren (formerly

known as Xiaonei)

Baidu

Japan Wikipedia Japan Mixi Yahoo Japan

South

Korea

Wikipedia Korean &

Naver Dictionary

Cyworld Naver

National Networks VaryBlog Service

Provider

Email File Sharing

Application

China Blogbus 163.com Xunlei

Japan FC2 Yahoo Mail Japan Share

Share (ソフトウェア)

South

Korea

Tistory Hanmail by Daum ClubBox

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)

Solv

e

Bu

sin

ess

P

rob

lem

s

Exp

and

s Yo

ur

Re

sou

rce

Bas

e

Tech Lowers Cost of Making Weak Ties

National Barriers Isolate

Tw

o-M

inu

te

Ch

all

en

ge

What two actions can

you take to stop

shouting (i.e., RTing)

and start connecting

yourself with other

people? How will you

learn so these actions

become habit?

Presence

Leading Internet MarketsCountries Number of

Netizens

Country

Population

Internet

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 MarketsCountries Number of

Netizens

Country

Population

Internet

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

Netizens

Country

Population

Internet

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 MarketsCountries Number of

Netizens

Country

Population

Internet

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

10.4 million Impressions

1.4 million visits to

Lenovo Site

202 Blog Mentions

1500 Athlete 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

Tw

o-M

inu

te

Ch

all

en

ge

What two steps can

you take to find local

role models and

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 StoryIt 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://media.photobucket.com/image/Obolo/ladyironchef/obolo/DSC_2170.jpg

http://farm4.static.flickr.com/3471/3184420802_49f42fe922.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

whatsoever.

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.