australia wiki executive summary
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Here is a 5 minute Executive Summary of our Wiki Page at http://comm215.wetpaint.com/page/AustraliaTRANSCRIPT
Should businesses consider social media for the Australian market?
Nabilah Binte Muhammad Said, Dhana Bharathi, Jasmine Oei, Fairenza Cheng, Leong Chui Yehttp://comm215.wetpaint.com/page/Australia
Yes, Incorporate Social Media! (selectively)
Australia is e-Ready
Consumers engaging more online
Trust in web-media is growing
Online advertising set to boom
National Broadband Network
Nabilah Binte Muhammad Said, Dhana Bharathi, Jasmine Oei, Fairenza Cheng, Leong Chui Yehttp://comm215.wetpaint.com/page/Australia
But Beware...
MSM not dying anytime soon
Australia’s social media scene is still very young
Australian PR managers not accepting to this new medium
Trust can be lost
Skepticism about support of government
Nabilah Binte Muhammad Said, Dhana Bharathi, Jasmine Oei, Fairenza Cheng, Leong Chui Yehttp://comm215.wetpaint.com/page/Australia
Some reasons why
Why Yes?
Nabilah Binte Muhammad Said, Dhana Bharathi, Jasmine Oei, Fairenza Cheng, Leong Chui Yehttp://comm215.wetpaint.com/page/Australia
Australia is E-Ready
Economic Intelligence Unit ranked Australia as the 8th most e-ready country of the world in 2007
Connectivity and Infrastructure (2nd in Asia Pacific)
Business Environment (3rd in Asia Pacific)
Social and Cultural Environment (top in Asia Pacific)
Legal Environment (2nd in Asia Pacific)
Government Policy and Vision
Nabilah Binte Muhammad Said, Dhana Bharathi, Jasmine Oei, Fairenza Cheng, Leong Chui Yehttp://comm215.wetpaint.com/page/Australia
Australia’s Population
100% 20.7 million
Nabilah Binte Muhammad Said, Dhana Bharathi, Jasmine Oei, Fairenza Cheng, Leong Chui Yehttp://comm215.wetpaint.com/page/Australia
Australia’s Internet Population
74%
26%
No Internet Internet
Nabilah Binte Muhammad Said, Dhana Bharathi, Jasmine Oei, Fairenza Cheng, Leong Chui Yehttp://comm215.wetpaint.com/page/Australia
Australia’s Broadband Population
23%
51%
26%
No Internet InternetBroadband
Nabilah Binte Muhammad Said, Dhana Bharathi, Jasmine Oei, Fairenza Cheng, Leong Chui Yehttp://comm215.wetpaint.com/page/Australia
Consumers engaging more online
Consumer Generated Media (CGM) is growing in Australia
Majority of CGM users in Australia only started using social media in the last 3 months
Reason: Curiosity
Blogging community is strong
Driven by women (33% surge in updates of the past three months)
Nabilah Binte Muhammad Said, Dhana Bharathi, Jasmine Oei, Fairenza Cheng, Leong Chui Yehttp://comm215.wetpaint.com/page/Australia
5 Generation Australia
Age % of Population
Online Activities
Builders 61 to 82 14 news, travel and games
Boomers 43 - 60 26 news, travel, games and blogs
Gen X 28 - 42 22 news, messaging, read blogs, downloads
Gen Y 13 - 27 20 news, messaging, texting, read and write blogs, downloads and games
Gen Z < 12 18 texting, messaging, read and write blogs, downloads and games
Nabilah Binte Muhammad Said, Dhana Bharathi, Jasmine Oei, Fairenza Cheng, Leong Chui Yehttp://comm215.wetpaint.com/page/Australia
Where in Social Media are Australians Going?
Popular Blogs
Expert Communication Bloggers
Darren Rowse, Lee Hopkins, Trevor Cook, Laurel Papworth
Blogs by Mother-Entrepreneurs
Meg Tisamis, All for Women team, Lightening, Skelliewag
How-To Blogs
Digital Photography School (Darren Rowse), PSDTuts, Internet Business Blog
Nabilah Binte Muhammad Said, Dhana Bharathi, Jasmine Oei, Fairenza Cheng, Leong Chui Yehttp://comm215.wetpaint.com/page/Australia
Where in Social Media are Australians Going?
Social Networking
MySpace (46%), Facebook (37%), Friends United (26%)
Websites (Alexa)
Google Australia, Ebay Australia, NineMSN, News.com.au
Virtual Worlds
Second Life - 10,885 Australians (ranked 11th worldwide)
Nabilah Binte Muhammad Said, Dhana Bharathi, Jasmine Oei, Fairenza Cheng, Leong Chui Yehttp://comm215.wetpaint.com/page/Australia
Trust
0
10
20
30
40
NGO Government Media Business
11
14
21
25
22
9
2423
14
6
18
35
How much do you trust each of the following institutions to do what is right?
Australia 2005 Australia 2006 Australia 2007
Nabilah Binte Muhammad Said, Dhana Bharathi, Jasmine Oei, Fairenza Cheng, Leong Chui Yehttp://comm215.wetpaint.com/page/Australia
Trust
0
25
Media Overall Foreign MSM Local MSM Web-Based Media Bloggers1
4
12
109
3
23
15
1314
How much do you trust each of the following institutions to do what is right?
Australia 2007 Australia 2006
Nabilah Binte Muhammad Said, Dhana Bharathi, Jasmine Oei, Fairenza Cheng, Leong Chui Yehttp://comm215.wetpaint.com/page/Australia
Online advertising
$1.35 billion spent on online advertising
Grew 61.5% in 2006 and 34.9% in 2007
Forecasted to reach $55 billion by 2010, ad spend market share to be double digit in 2008
More consumers engaged online, ad revenue will follow
Nabilah Binte Muhammad Said, Dhana Bharathi, Jasmine Oei, Fairenza Cheng, Leong Chui Yehttp://comm215.wetpaint.com/page/Australia
MSM survives!
0
15
30
45
60
Newspaper Web-Based Media Radio Television
1012
29
49
68
34
53
What type of the following media do you turn to first for trustworthy information/news?
Australia 2007 Australia 2006
Nabilah Binte Muhammad Said, Dhana Bharathi, Jasmine Oei, Fairenza Cheng, Leong Chui Yehttp://comm215.wetpaint.com/page/Australia
Government ‘Support’
Broadband infrastructure will be the driver of change
National Broadband Network
Australia cannot be left behind in this new media world
Nabilah Binte Muhammad Said, Dhana Bharathi, Jasmine Oei, Fairenza Cheng, Leong Chui Yehttp://comm215.wetpaint.com/page/Australia
What Support?
Internet filtering: 51% strongly disagree
Australian ISP filtering plan is stupid!
People against mandatory filters in Australia
Nabilah Binte Muhammad Said, Dhana Bharathi, Jasmine Oei, Fairenza Cheng, Leong Chui Yehttp://comm215.wetpaint.com/page/Australia
Social Media and Corporate Australia
Corporate Australia + Social Media = flirtation
Telstra (Big Pond)
Second Life presence
Australian Broadcast Network
Introducing blogs and podcasts for promotion of their programmes.
Nabilah Binte Muhammad Said, Dhana Bharathi, Jasmine Oei, Fairenza Cheng, Leong Chui Yehttp://comm215.wetpaint.com/page/Australia
Social Media and Corporate Australia
What NOT to do:
Coke Zero Case in Australia
Pretended to be from a grassroots movement
Company didn’t take responsibility for the campaign
Zero Coke Movement.org
Create conversations by Australian bloggers
Nabilah Binte Muhammad Said, Dhana Bharathi, Jasmine Oei, Fairenza Cheng, Leong Chui Yehttp://comm215.wetpaint.com/page/Australia
Should businesses consider social media for the Australian market?
Australia has the technological environment for the growth of social media
Social media still in the growth stage
Only blogging seems to have taken flight
Corporations needs to balance social media with other MSM tools
Importance of trust
Nabilah Binte Muhammad Said, Dhana Bharathi, Jasmine Oei, Fairenza Cheng, Leong Chui Yehttp://comm215.wetpaint.com/page/Australia