Talk delivered to Singapore's Ministry of Health on March 17

1. DIGITAL MEDIA ACROSS ASIA:
Dr. Michael Netzley, PhD
http://twitter.com/communicateasia

2. Twitter &
Queenstown

4. New
Media
Defined

5. Social media means…
Democratized Media
“Professionals” no longer
control the media. Content
creation and distribution
are in the hands of many
people – anyone with an
Internet connection.
Source: yaycaffeine

6. Social media means…
The Rise of the Amateur
You don’t need a record deal to make
it big. YouTube comedians,
MySpace musicians, and hobby
photographers everywhere can
gain large audiences through
social media.
Source: yaycaffeine

7. Social media means…
New Ways of
Collaborating
Social media encourages
participation. Instead of
paying one person to write an
article, one can tap into the
collective knowledge and
expertise of many – and
create 13 million free articles.
Source: yaycaffeine

8. Social media means…
Rapid
Communication
You can spread a message to
your social network with a
click of a button. And if
others like what you’re
saying, they will click, too –
and spread the message to
their friends. Your message
can hop across networks
and reach millions.
Source: yaycaffeine

9. Social media means…
More Ways of
Communicating
Everyone can access
many tools which help
them to comment,
respond, and spread
your message.
Source: yaycaffeine

10. Social media means…
Better and Faster Access
to Information
Forget rummaging through pages of
junk. Social media lets you
categorize, search, and discover
others’ recommendations. This
means relevant information at a
fraction of the time.
Source: yaycaffeine

11. Connecting
People With
People

13. KPerak: Public Sector Media

14. Public
Sector
Leadership
Required

15. Asia: Tapping Into the Trend
100% 5% 6% 6% 7% 7% 7% 7%
6%
9% 9% 9% 9% 10% 10% 10% 10%
80%
Percentage of Worldwide Online Population
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, SG
Source: JupiterResearch Worldwide Internet Population Model (3/08)

16. 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

17. 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.

18. 43% Growth in South Asia

19. 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

20. 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

21. 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

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

23. Opportunity:
Weak Ties

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

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

26. Twittamentary

27. Interview with Siok Siok
Interview: episode #479

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

29. Not Broadcasting…

30. Connecting
People!

31. Solve
Problems

32. Tech Lowers
Cost of Making
Weak Ties

33. Expands Your
Resource Base

34. First, Build
the Network

35. Risk

36. South Korea: A Beefy Debate

37. 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

38. 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)

39. 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)

41. 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)

43. 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.

44. May 2: Protests Begin

45. May 22: President Lee Apologizes

46. Second,
Balanced Risk
Assessment

47. MSM
Responses
Were Too
Slow

48. Emotion
Spreads
Rapidly

49. Emotions
Galvanize

50. Tap Existing
Enthusiasm

51. Begin
Monitoring
During Good
Times

52. Network
Now

53. Strategy

54. P references
O bjectives
S trategy
T echnology

55. Think Jujutsu
• Soft style of exploiting
what others do
• Not about “hard” tactic
of overpowering or
overcoming
• Take what others do
and use to your
advantage

56. What are
people
doing?

58. SG Netizens: On-line Behavioral Preferences
wiki contribution
Microblog
On-line Ratings
Personal Blog
Upload Videos
Leave Comment Blog
Visit Friends' SNS
My SNS
Watch Videos
0 10 20 30 40 50 60 70 80 90 10
0
30+ 20-30 <20
© 2009 Michael Netzley, research.

59. What Does It Mean?
•Experiencing wave of 2.0
savvy constituents
• Public displays of self are
relatively few
• Standing in the shadows

60. Pick An Objective
• Listening
• Talking
• Energizing
• Supporting
• Embracing

61. Singapore
Tattoo
Show

63. Flash Your Tat

64. Third,
Data Driven
Strategy

65. Present
Where Your
Audience Is

66. Pick One
Objective

67. Formulate
Strategy

68. Then Pick
Your
Technology

69. Measure

70. Tiger’s Social Media Presence

71. SoV against AirAsia
SoV
Tiger Airways
AirAsia
Note:
• Quantity comparison: 24,354 mentions Vs 6,218 mentions

72. SoV against AirAsia

73. Media Spread for Tiger

74. Brand Health for Tiger

75. Sample Negative Articles

76. Brand Health for AirAsia

77. Negative Articles

78. Last,
Measure
Based on
Objective

79. New Media;
New Measure

80. Quickly Learn
& Revise

81. Budget for
Measurement

82. Not
Broadcasting…
Connecting!

83. Balanced Risk
Assessment

84. Data Driven
Strategy

85. Measure Based
on Objective

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

87. My Business Card

88. Thank You
I would like to thank Mimrah Mahmood at Meltwater
for his kind support regarding the measurement
example. I would also like to thank Tan Siok Siok and
encourage everyone to visit her Twittamentary site.