Pan Asian Challenge
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Transcript of Pan Asian Challenge
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DIGITAL MEDIA ACROSS ASIA:
THE PAN-ASIAN CHALLENGE
Dr. Michael Netzley, PhDhttp://twitter.com/communicateasia
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Twitter &
Queenstown
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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?
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Where We Have Been
• Democratized media
• ―social‖ media
• Tech: Internet, blogs,
Twitter, 3G, iPhone,
Facebook, & Google.
• New vs traditional
media
• Privacy & persona
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Technology, WWW, Privacy, & Democratization
Marketing, Comms, & Innovation
Tips, Techniques, & Best Practices
Why?
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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
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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
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Connecting People with Other People
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Technology, WWW, Privacy, & Democratization
Marketing, Comms, & Innovation
Tips, Techniques, & Best Practices
Connecting People
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Not Broadcasting…
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Connecting People!
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“Innumerable confusions and a feeling of despair invariably emerge in periods of great technological and cultural transition.”
Marshall McLuhan
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Literacy
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Perak: Reaching Further
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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
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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.
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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
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43% Growth in South Asia
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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
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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
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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
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“No skill is more
crucial to the future of
a child, or to a
democratic and
prosperous society,
than literacy.”
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Traditional v. Digital Literacy
UncertaintyInsufficient or
missing information
OverloadMasses of data at
the push of a button
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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
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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?
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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?
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INNOVATION
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Weak Ties: Defined
weak ties (acquaintances,
not close friends) enable
reaching populations and
audiences that are not
accessible via strong ties.
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Twittamentary
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Interview with Siok Siok
Interview: episode #479
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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
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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
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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)
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Solv
e
Bu
sin
ess
P
rob
lem
s
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Exp
and
s Yo
ur
Re
sou
rce
Bas
e
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Tech Lowers Cost of Making Weak Ties
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National Barriers Isolate
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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?
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Presence
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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%
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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 %
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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 %
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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 %
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“Be Here Now.” Baba Ram Dass
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Lenovo Olympic Blogging
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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?
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Lenovo Feeds for Japan
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Campaign Results
10.4 million Impressions
1.4 million visits to
Lenovo Site
202 Blog Mentions
1500 Athlete Blog Posts
8000+ Comments
On Site
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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?
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Internet Blocking and
Communication Risk
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Takeaway
Asia offers many leading
examples…find them and learn
from markets similar to our own
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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?
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Change & Risk
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South Korea: A Beefy Debate
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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
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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)
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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)
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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.
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May 2: Protests Begin
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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)
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May 22: President Lee Apologizes
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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
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Obolo, SG
All Details of this case were collected
from public records.
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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/
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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
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Song of a
Frustrated
Foodie
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“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.
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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.
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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
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74 Blog Comments
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SEARCH
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Listening & Risk Management: H1N1
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Search: How People Find You
But, search has grown up
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Case: Google Search “H1N1 & SMU”
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Case: Google for “5th H1N1 & SMU”
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SMS Update
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Case: Twitter Search “H1N1 & SMU”
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Real Time Search: So What?
Morning
vs
Lunch
vs
Day’s End
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Printed Paper…the Next Day
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Takeaway
Through search you find
information, and people find you.
You cannot manage anything until
people are connected with people.
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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)
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Singapore 2.0
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MINDEF CyberpioneerTV
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Deep Impact: Our Naval Divers
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MINDEF: Description
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Compare & Contrast
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DOVE Video
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NGO Response
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Recruit Talent
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``If you don't like
change, you're going
to like irrelevance
even less'‘
- Gen.Eric Shinseki
Hat tip to Mitch Joel
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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.