Presentation delivered on September 4 to the PR Consultant's Association in Kuala Lumpur.

1. Adventures with Social Media:
Five Stories from Asia’s
Internet
Dr. Michael Netzley, PhD
http://communicateasia.asia

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

5. Twittamentary

6. Interview with Siok Siok
Interview: episode #479

7. 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

8. The Colonel of Oz: KFC on Facebook

9. June 13, 2009: KFC Announces
Facebook Campaign for Cayan Grill
Thanks to Thomas
Crampton, Ogilvy

11. Facebook Stats (screen capture)
Facebook case
study

12. Insert KFC story here
Sunday 6/13: announced
Tuesday 6/15: 17,500+ fans
Sunday, 6/20: 50,000+ fans

14. KFC Page Stats (screen capture)
Facebook
case study

15. KFC Page Stats (screen capture)
Facebook
case study

20. 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

21. Takeaway
Take the best from the West….
adapt to the rest

22. Lenovo Olympic Blogging

23. 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?

25. Lenovo Feeds for Japan

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

27. 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?

28. Internet Blocking and
Communication Risk

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

30. South Korea: A Beefy Debate

31. 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

32. 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)

34. 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)

36. 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.

37. May 2: Protests Begin

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. May 22: President Lee Apologizes

40. 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

41. Takeaway
Communication
becomes trans-
media

42. H1N1 in Singapore

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

44. Case: Google Search “H1N1 & SMU”

45. Case: Google for “5th H1N1 & SMU”

46. SMS Update

47. Case: Twitter Search “H1N1 & SMU”

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

49. Printed Paper…the Next Day

50. Takeaway
Search is essential in a trans-media
world. Through search you find
people and information; people and
information find you

51. 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)

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

53. My Business Card

54. 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.