5. Internet users already 42% are Asian, with penetration in Asia on 22%, long way to go Asia 42% (825m) (21.5% penetration) China 420 million (31.6%) Internet penetration 2010 1.97 billion + (29%) http://internetworldstats.com/ Stats taken from site December 2010 http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG dstats.com/
6. Most essential medium, US 2010 “Among Internet, Newspapers, Radio and Television, which one…is most essential to your life?” 42% 37% 14% 5% Source: http://www.edisonresearch.com/home/archives/2010/04/the_infinite_dial_2010_use_of_social_media_explodes.php http://www.edisonresearch.com/home/archives/Q3%20Media%20Perceptions%20-%20large%20slides%20_2_.pdf
8. Thailand: 13.5m 21% (2008) Bangkok: biz decision-makers 80% topmanagement93% Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008 Copyright Ian Fenwick www.internetworldstats.com/stats3.htm#asia
9. Media use, hours/week, upmarket adults, Bangkok, 14 Internet (excl. email) hours/week TV TV 19 5 Newspapers 5 Magazines Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008 Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook Copyright Ian Fenwick
10. Media use, hours/week, upmarket adults, Bangkok, 25-34 years old, 14 17 Internet (excl. email) Internet (excl. email) hours/week 17 TV Magazines Newspapers 4 Amongst upmarket adults (about top 20% of population) in Bangkok internet and TV usage already (2 years ago) neck and neck 5 Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008 Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook Copyright Ian Fenwick
11. Jan 5, 2010: Thailand world’s 2nd fastest growing Facebook community Thailand started 2010 as one of the fastest growing FB countries. And maintained the pace http://jonathan-russell.com/2010/01/05/thailand-becomes-facebooks-second-fastest-growing-market
15. “ the medium is the message Can’t put it better than famous Canadian Marshall McLuhan. He called “content” the steak the burglar holds to distract the watch dog of the mind. It’s media that changes lives, not messages The Medium is the Massage, Marshall McLuhan and Quentin Fiore Bantam Books, 1967 ,watch Understanding Media: The Extensions of Man, Marshall McLuhan, McGraw-Hill, 1964 ,
16. http://en.wikipedia.org/wiki/File:The_Thumbs-up_position.jpg, Steven H. Keys and http://www.keysphotography.com, http://en.wikipedia.org/wiki/File:OK_Sign.jpg, http://en.wikipedia.org/wiki/File:The_gesture02.jpg, Licensed under Creative Commons Attribution ShareAlike 2.0 License http://www.filmstudion.se/This_01.jpg What is digital communication?
17. NOT just web Digital communication is communication in any digital medium
18. “ To find something comparable, you have to go back 500 years to the printing press… the birth of mass media Wired 14.07, July 2006, “His Space,” Spencer Reiss http://www.wired.com/wired/archive/14.07/murdoch.html
19. “ Technology is shifting power away from the editors, the publishers, the establishment, the media elite Now it’s the people who are taking control. Wired 14.07, July 2006, “His Space,” Spencer Reiss http://www.wired.com/wired/archive/14.07/murdoch.html
20. http://www.youtube.com/watch?v=-9bN0zfMFW4 originally posted c. 2004 Video showing how a Bic pen exactly fitted into a Kryptonite lock and could open it in seconds. First posted c 2004 to YouTube
21. http://www.youtube.com/watch?v=-9bN0zfMFW4 originally posted c. 2004 http://www.bikebiz.com/news/23471/The-pen-is-mightier-than-theu-lock …followed up with a post on a cyclist-oriented forum
22. http://www.youtube.com/watch?v=-9bN0zfMFW4 originally posted c. 2004 http://www.bikebiz.com/news/23471/The-pen-is-mightier-than-theu-lock Rapidly turned into a firestorm, eventually (within 10 days) company announced free product exchange
23. http://www.youtube.com/watch?v=-9bN0zfMFW4 originally posted c. 2004 http://www.bikebiz.com/news/23471/The-pen-is-mightier-than-theu-lock “ This was first described in a British bicycle magazine in 1992 but the issue then disappeared from public view…
24. http://www.youtube.com/watch?v=-9bN0zfMFW4 originally posted c. 2004 http://www.bikebiz.com/news/23471/The-pen-is-mightier-than-theu-lock “ This was first described in a British bicycle magazine in 1992 Digital things don’t disappear… but the issue then disappeared from public view…
29. inauthenticCorporate Communications messages Management, Employees Kryptonite were on the ‘old’ communications model: from the center Other stakeholders Adapted from presentation by Derek Brown, CEO Pronto Marketing, September 17, 2009
30. pourous impermeable New membrane communication from the edges Corporate Communications messages Management, Employees the ‘new’ communications model: from the edges, center has less influence Other stakeholders Adapted from presentation by Derek Brown, CEO Pronto Marketing, September 17, 2009
32. “ In June 2010, on average, the global consumer spends about 1 in every 4.5 minutes online onblogs orsocial networking sites The Nielsen Company http://www.emarketer.com/Article.aspx?R=1007797
33. “ …internet users trust recommendations from people they know & opinions posted by unknown consumers online more than advertisements on television, on the radio, in magazines and newspapers, or in other traditional media Nielsen Online, April 2009 Social networks don’t lie… Cited in http://www.bazaarvoice.com/resources/stats
38. …company learned about the video on Tuesday…executives decided not to respond aggressively, hoping the controversy would quiet down. “What we missed was the perpetual mushroom effect of viral sensations,” he said. …By Wednesday afternoon, Domino’s had created a Twitter account, @dpzinfo, to address the comments…presented its chief executive in a video on YouTube by evening. Stephanie Clifford NYT 2009, April 16 http://www.nytimes.com/2009/04/16/business/media/16dominos.html?_r=1 “ Viral rarely quiets down. Notice they had no Twitter
54. March 17-28, 2010 68 similar videos get 1.2 m views Nothing like “banned” to get people watching http://www.news.com.au/business/nestle-accused-of-pulling-greenpeace-orang-utan-finger-kit-kat-ad-from-youtube/story-e6frfm1i-1225842311451http://www.youtube.com/results?search_query=nestle+palm+oil&search_type=&aq=f from
62. …It’s a tough break that you were very publicly called-out by Greenpeace for being a contributor to rainforest deforestation. However, your Draconian response of bullying YouTube into taking down the “Have A Break?” campaign video & insulting your fans & detractors on Facebook has lead to an unmanageable PR nightmare that was totally avoidable. All you had to do was say, “We’re sorry. We’ve heard & share your concerns & are working with Greenpeace to find ways to fix this problem as soon as possible. Please visit nestlecares.com or twitter.com/nestlecares to follow our journey towards sustainability.” Nestlecares.com would have cost you $7.49 on Godaddy & a Twitter profile is free… http://www.searchenginejournal.com/how-nestle-could-have-fixed-their-problems-online-for-7-49/19143/ “ Josh Millrod, Digital Strategist, Wieden+Kennedy
63. By the time you posted a press release about your commitment to become fully sustainable by 2015, it was way too little, way too late. A big part of being social online is actually being social. If you were at a party and someone took 30 minutes to respond to a question and then insulted your grammar and walked away, you probably wouldn’t want to talk to them again. If you had simply said “We messed up” the moment Greenpeace posted their campaign it might not have gone viral, and your customers would be focusing on your commitment to sustainability instead of dead orangutans… which are not cool with the urban influencer and early adopter markets these days. “ Josh Millrod, Digital Strategist, Wieden+Kennedy http://www.searchenginejournal.com/how-nestle-could-have-fixed-their-problems-online-for-7-49/19143/
71. don’t lieCorporate Communications Management, Employees Other stakeholders Adapted from presentation by Derek Brown, CEO Pronto Marketing, September 17, 2009
72. “ …you can’t take something off the internet that’s like trying to take pee out of a swimming pool… It’s in there, it’s in there Joe Rogan, Newsradio http://www.youtube.com/watch?v=0T-CreVC_6Y
73. “ we never, ever, ever intended it to be gunsights. It was simply crosshairs like you see on maps Aide Rebecca MansourSlate, Jan 9 2011 The map is off the website, but still on FB http://www.facebook.com/note.php?note_id=373854973434 http://www.bnet.com/blog/technology-business/sarah-palin-shows-how-social-media-8217s-long-memory-can-trip-you/7771 http://twitter.com/sarahpalinusa/status/29677744457 http://www.slate.com/blogs/blogs/weigel/archive/2011/01/09/palin-spox-targets-on-sarahpac-map-were-actually.aspx
74. “ we never, ever, ever intended it to be gunsights. It was simply crosshairs like you see on maps 10:43 pm, Nov 4 2010 Aide Rebecca MansourSlate, Jan 9 2011 The internet is forever remember? http://www.facebook.com/note.php?note_id=373854973434 http://www.bnet.com/blog/technology-business/sarah-palin-shows-how-social-media-8217s-long-memory-can-trip-you/7771 http://twitter.com/sarahpalinusa/status/29677744457 http://www.slate.com/blogs/blogs/weigel/archive/2011/01/09/palin-spox-targets-on-sarahpac-map-were-actually.aspx
77. You’ve got to keep a constant high-level eye on social media http://mashable.com/2009/06/24/habitat-spam/ http://www.digitaltip.com.au/index.php/how-not-to-use-twitter-habitatuk-as-a-case-study/ Twitter spam Habitat person decides to boost readership of their tweets by using the hashtags of trending topics. Of course those hashtags were really designed for major events, not furniture sales
78. You’ve got to keep a constant high-level eye on social media http://mashable.com/2009/06/24/habitat-spam/ http://www.digitaltip.com.au/index.php/how-not-to-use-twitter-habitatuk-as-a-case-study/ And, of course, people objected…a lot
87. listen wellCorporate Communications Management, Employees Other stakeholders Adapted from presentation by Derek Brown, CEO Pronto Marketing, September 17, 2009
88. Digital = Global Digital = Communication Digital = Different To Do List Part 3a I was told presentations should have three sections…so the last one is 3a
89.
90. Your people need to know your social media policy…what they can and can’t do. Intel’s looks very sensible http://www.intel.com/sites/sitewide/en_us/social-media.htm
96. listening toolsListening is very important. There are an array of tools (Google social network monitoring): all the way from Google alerts and Twitter searches (free) to v expensive solutions http://searchengineland.com/seo-for-a-good-cause-tips-for-advocacy-groups-non-profit-campaigns-61151
97. Are you monitoring What’s being said? What’s the sentiment? Who’s talking? Who being listened to? who are opinion leaders? About you? About your competitors? About your partners (channel etc.)? About the market? incredible market research opportunity
105. http://www.viddler.com/explore/dpzramon/videos/36/ Embedded over 90,000 times A twitter complaint gets him into a store in the early hours of the morning for this, authentic, apology. Contrast with the PR-scripted President’s video. You have to go to viddler to see the video
126. iHobo http://www.ihobo.org/ iHobo app for iPhone lets you ‘take care of’ a virtual homeless person…raises awareness of homelessness, & raises funds
143. Digital = Global Digital = Communication Digital = Different To Do List Thanks…
144. Trying to control, or even manage, your online reputation is becoming increasingly difficult. And much like the fight by big labels against the illegal sharing of music, it will soon become pointless to even try. It’s time we all just give up on the small fights and become moreaccepting of the indiscretions of our fellow humans Michael Arrington Founder & Co-editor TechCrunch http://techcrunch.com/2010/03/28/reputation-is-dead-its-time-to-overlook-our-indiscretions/ “