Adventures with Social Media:

Five Stories from Asia’s

Internet

Dr. Michael Netzley, PhDhttp://communicateasia.asia

Tan Siok Siok: Filmmaker

http://www.twittamentary.com/

Twittamentary

Interview with Siok Siok

Interview: episode #479

Key Points

• Like print centuries ago, or television and

computers in the 20th century, digital

media changes how we work and play

• Digital media is rich with opportunity for

innovation and creativity

• Example: crowdsourcing

The Colonel of Oz: KFC on Facebook

June 13, 2009: KFC Announces

Facebook Campaign for Cayan Grill

Thanks to Thomas

Crampton, Ogilvy

Facebook Stats (screen capture)

Facebook case

study

Insert KFC story here

Sunday 6/13: announced

Tuesday 6/15: 17,500+ fans

Sunday, 6/20: 50,000+ fans

KFC Page Stats (screen capture)

Facebook

case study

KFC Page Stats (screen capture)

Facebook

case study

Key Points

• Current Web 2.0 conversations often

reflect a Western bias

• Ecosystems and online behaviors differ

• We should invest in market data if we wish

to spot the opportunity and correct channel

• Make data-driven decisions

Takeaway

Take the best from the West….

adapt to the rest

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’s diverse ecosystems can be bridged

• Interesting and timely content helps you to

engage people

• 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

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

Takeaway

Communication

becomes trans-

media

H1N1 in Singapore

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

Search is essential in a trans-media

world. Through search you find

people and information; people and

information find you

Nature of Information Societies

• Networks are critical (Siok Siok)

• Media destinations are not equal within a

market; we must adapt to new reality(KFC)

• Examples of successful Web 2.0 can be

found in our own backyard (Lenovo)

• Trans-media consumption is a reality (Beef)

• Search is critical to success in a rapid,

trans-media world (H1N1)

``If you don't like

change, you're going

to like irrelevance

even less'‘

- Gen.Eric Shinseki

Hat tip to Mitch Joel

My Business Card

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.