360DigitalInfluence

We need a Digital Influence Analyst in our Sydney office who knows how to engage people online, can do great outreach to bloggers, knows that listening is about more than just data, and knows a thing or two about Facebook and Twitter.

This is a hands-on experience for a sharp professional who understands the new era of “earned media.” That knows that listening is about more than just data and can spot trends and draw insights that lead to great engagement programs.

You will have proven strength in understanding research, developing relationships with influencers, and managing interactive programs that leverage social media and word of mouth. You are someone who participates in and knows social media - not just the theory.

Join the team that is defining the next marcom discipline around social media and digital marketing to drive word of mouth and action. We are the word of mouth agency (within an agency) focused on creating conversations online, engaging with new influencers and building community. You are going to need at least 1-2 years experience developing digital solutions for clients.

Contact:  Brian Giesen at brian.giesen@ogilvy.com.au or Graham White graham@howorth.com.au
Visit our blog: http://www.asiadigitalmap.com
Join our Facebook Group: http://www.facebook.com/ogilvypraustralia
Follow Us on Twitter: http://twitter.com/ogilvypraus

Asia’s Internet speed is not surprising news, but the details of this recent report on the Internet by Akamai show how much Asia and South Korea dominate the world of high speed Internet. Korea is also increasing the average national Internet speed at the fastest pace of any country in the world.

Korea, Japan and Hong Kong have the world’s fastest connections

Although South Korea continued to hold the top spot  as the country with the highest average measured connection speed at 14.6 Mbps, its fastest city (Masan) was ranked fifth among Asian cities, at approximately 1.2x the country average. South Korea, unsurprisingly, has six of the top 10 fastest cities in Asia, all with average speeds above 15 Mbps.

 
South Korea, Japan and Hong Kong are in global top 5 for increasing average speed.

As compared to the second quarter of 2009, South Korea saw a shift in the distribution of connections to higher speed buckets, with the 5-10 Mbps bucket declining from 35% to 29%, while the higher speed buckets all saw increases, with more than 10% of connections once again being made to Akamai at speeds greater than 25 Mbps. 
The increased percentages of extremely high speed connections are in line with South Korea’s third quarter growth in both average measured connection speed and high broadband adoption rates.
While having a high broadband adoption rate that approaches just half of South Korea’s, Hong Kong has the second highest levels of extremely high speed connectivity among the top 10 countries, with more than 2.5% of connections to Akamai at speeds between 20-25 Mbps, and more than 5% at speeds in excess of 25 Mbps. The distribution of connection speeds above 5 Mbps remained fairly flat in the United States between the second and third quarters, and the United States remained #12 globally for this metric.

The Nielsen Company’s most recent social media research has revealed that Australians are spending up to seven hours each month on social networking sites such as Twitter, Facebook and MySpace.  This figure is substantially higher than the global average of five and a half hours.

Australia has jumped to the top of the leader board ahead of the USA, Britain and Japan. The research found that almost ten million Australians are spending time on at least one social networking site. With a population of 21 million, this figure equates to almost half the country.

Facebook topped the list as the most popular of all social networking sites, with over 8.2 million unique visitors per month, followed by YouTube, then MySpace and with Twitter coming in fourth.

So, if Facebook is the most commonly used social networking site and Australian’s are spending 7 hours a month interacting on social networking sites - How come there are only 357,871 fans on the Australia Facebook fan page?

Thanks everyone for attending our webinars! We’ve just finished our 4th training yesterday and would like to give a quick summary of these trainings.

Facebook for Business

Link to Training

Facebook is so far the biggest social network that helps people communicate with their friends more efficiently. Facebook for Business is our first social media training of series that explains how this can channel can be used for businesses by establishing the suitable strategy.

Moderator: Thomas Crampton

Speaker: Brian Giesen

Twitter for Business

Link to Training

Twitter has been growing rapidly, many companies started to think about jumping on to it. However, one of the key suggestions we made in the training Twitter for Business is to go through the process of “Listen, create and Engage”. The training also featured a few local companies for their great use of Twitter.

Moderator: Thomas Crampton

Speaker: Brian Giesen

Social Media for Crisis Management

Link to Training

Social media is an open area where most conversations happen publicly, companies have no control of what people are saying online. This training will guide you on how to set up systems that can help companies deal with crisis online, it also provides you with great case studies on crisis management.

Moderator: Thomas Crampton

Speaker: Jamie Moeller, John Bell

Social Media for B2B companies

Link to Training

Many people have the misconception of how social media is only relevant to the B2C world, this training will explain how social media can benefit B2B organizations.

Moderator: Thomas Crampton

Speaker: Brian Gieson

Thanks very much to the nearly 300 people from across Asia who dialled into our webinar on “Social Media for B2B Companies”, hosted in partnership with the Wall Street Journal Asia and Citrix Online.

As promised we have uplosed the presentation deck to Slideshare and have updated to include links to a few great additional resources that you can use to help your business get started. These links include the following:

• Ogilvy On: Social Media for Crisis Management  
• Ogilvy On: Twitter for Business
• Ogilvy On: Facebook for Business
• Social Media in Asia Presentation
• APAC Statistics and Research (Asia Digital Map Blog)

Hurry! Space is limited for this 30-minute webinar and registration is required.

Join the award-winning Social Media team from Ogilvy Public Relations Worldwide for a free 30-minute online seminar powered by Citrix GoToWebinar and done in partnership with The Wall Street Journal Asia.

This webinar will provide concrete examples, action plans and case studies, including:

· 5 key steps for a business-to-business strategy;
· How to build and engage a community of potential and current customers;
· Real-life case studies from successful business-to-business strategies;
· The highly popular – and now extended – Question and Answer section;
· Much, much more…

The seminar will be led by Brian Giesen a senior regional strategist in Ogilvy’s 360 Digital Influence team and moderated by Graham White, Managing Director of Howorth Communications in Sydney.

Join us Wednesday, 3 March at 11:00am (Hong Kong time):

http://bit.ly/aWsvrI

Compared with their peers globally, the Millenials in India obsess more about the technology of their employers than youth of any other nation surveyed in a recent poll, while Chinese use real-time chat and speak about themselves more in online fora.

These results come from a recent survey by Accenture on how the Millenial generation uses technology. The intention of the report was to look at Millenials from the perspective of how companies should manage technology, but the survey is also interesting for cross-cultural comparison of Internet usage.

Chinese Millennials spend an extraordinary amount of time in the virtual world for both business and personal use, especially engaged through real-time communication tools. Young Chinese in the workforce spend an average of almost 34 working hours a week on communication tools, versus almost 11 hours for the rest of the world. For leisure, the Chinese spend 14.8 hours a week playing video games (versus 3.4 hours for the rest of the world), 5.1 hours shopping on the Internet (versus 1 hour), and 5.3 hours in a virtual world such as Second Life (versus 0.4 hours).

China and India topped the charts in three respects:

1- Tech-Obsessed India
Indians are more obsessed about finding employers with great high-tech infrastructure than any nation surveyed.

2- Chinese Chatting
Chinese are more obsessed with real-time chatting at work than any nation surveyed.

3- Sharing with Friends
Chinese are more enthusiastic about posting personal information on blogs or social networks than any nation surveyed.

Survey details: Acccenture surveyed 5,595 employees and students, ages 14-27, in 13 countries: Brazil, Canada, and the United States in the Americas; Belgium, France, Germany, Italy, the Netherlands, and the United Kingdom in Europe; Australia, China, India, and Japan in Asia-Pacific.

Details and charts:

1- Tech-Obsessed India

Millennials want to choose what technologies they use, especially in emerging markets. Globally, almost one in two mid-Millennials in school (ages 18-22) expect not only to use the computer of their choice once they are on the job, but also to access their preferred mobile and technology applications. By contrast, only one in four want the employer to choose these technologies, and one in four remain uncertain. This sentiment is even stronger in Brazil, India and China. Indeed, in India, only 6 percent of mid- Millennials expect to use only corporate applications at work.

2- Chinese Chatting

Asia-Pacific Millennials spend the most time, and the highest share of time, on real-time communications technologies like instant messaging. China and India lead the pack in emerging methods of employee communication: 27 percent of employers in China already use online chat and 20 percent use mobile texting to communicate with employees.

Millennials in China, India, and Brazil lead the world in use of emerging technologies for work purposes, while most European countries and Japan are lagging.

Young Chinese employees, in particular, are pushing the boundaries of multi-tasking. While the time spent on email is similar to their U.S. counterparts, the Chinese outpace the rest of the world in using real- time communication tools. Working respondents ages 18-27 in China tell us that, during an average week, they spend 9.2 hours on email, 9.2 hours on instant messaging, 6 hours texting, 3.3 hours in a blog or tweet, 3 hours in a virtual community, and 2.9 hours on a social network site – a total of 33.6 hours per week.

3- Sharing with Friends

Related to IT security, Millennials sometimes have a much looser notion of online privacy than do older workers. Some 30 percent of global working Millennials write openly about themselves and friends online. The most open, as shown above, are in China (51 percent), Germany (42 percent), Japan (37 percent) and Brazil (36 percent).
The most discreet, who say they never or rarely post information about themselves or friends online, are in India (50 percent), Canada (50 percent), and France (46 percent).
Social profiling is most common in China and India, where more than three in four Millennials use social networks more than half of the time when trying to learn more about peers or superiors. Similarly, Brazilians use social networks more extensively than their peers in other countries to investigate prospective employers, service providers, or clients.

You can see the full study here.

由奥美公关与互联网口碑研究咨询公司CIC共同推出的月度中文网络热点关注，即上海2010世博会中文口碑月度报告于近日推出，世博门票成为最热的网民讨论话题。

“报告显示，中国网民已经在网络中积极讨论上海世博会的方方面面，包括：票务，展馆以及赞助商。中国的消费者可以通过网络造就以及破坏一个品牌，所以我们希望能够以倾听他们的声音为首要的阶段来有接近他们。” 奥美公关360数码影响亚太区总监Thomas Crampton说。

12月中旬，世博会的票价从140元涨到150元，这一涨价不出意料的受到了广泛的诟病，同时也出现了一些有趣的回应。

例如“一号店网上超市”这样的一些电子商务公司以未涨价前的价格向他们的客户提供世博票。甚至上海市静安区政府也以世博票作为游览城市名胜古迹的激励手段。这些推广方式显得高调且诱人，而其代价也并不高昂。

与此同时，学生也通过社交网站自发形成了购买世博会门票的组织以获得团体票的优惠；很多人也针对世博会手机门票背后的技术问题展开了热烈的讨论。中国农村的网民则希望能够在讨论版上获取如何购买门票的信息。

如需获得此报告，请登录并注册奥美世博会博客获取。

This article was originally posted by MEDIA

Shenan Chuang (pictured), chief executive at Ogilvy & Mather Group China, shares her insights on marketing to Chinese consumers during the rapidly approaching Chinese New Year period and gives advise on how brands can capture a bit of the holiday magic.

1. Planes, trains and automobiles. In China, each year’s ChunYun, or Spring Festival travel season, sees hundreds of millions of people crisscrossing the country to reunite with their families. During this 40-day frenzy, three distinct groups of travellers can be spotted based on their choice of transportation. Migrant workers and students flood the trains; office workers, expatriates and overseas travellers form the core of the air travel segment while short-distance travellers take to the streets in automobiles. This mass migration means most consumers deviate from their normal media consumption habits and channels for up to a month or more - not an insignificant amount of time. Buses, transit zones, and outdoor media often become the primary communication channels for a country on the move.

2. Know your (often unlikely) brand ambassadors As scores of migrant workers and students temporarily trade in the bright lights of the big cities for their hometowns in the countryside, they arrive loaded with gifts, products and information from their big city lives. Viewed as successful returnees, their attitudes and opinions on brands and products are very influential on old friends and family. For brands seeking to penetrate lower tier Chinese cities and rural markets, word-of-mouth endorsements from these (often unlikely) brand ambassadors are your best - and most effective - bet.

3. The New Year’s Eve dinner. The New Year’s Eve dinner is always a highlight of the holiday celebration and family reunions. But the format has changed over the years. First it was a must to gather at home for the annual feast. That tradition eventually gave way to eating out as many families chose restaurants for their convenience and ambiance. Nowadays staying at home for the once-a-year indulgence is back in vogue – but with a twist. Rather than slaving over a hot wok or battling for a reservation at a hotel, more families are choosing to order ready-made meals that can be enjoyed at home without the hassle of fighting for a taxi only to be stuck in holiday gridlock. This shift signals big business potential for brands that can enhance those dinners at home with tableware, gift sets of holiday spirits, sweets and snacks or even jumbo family packs for the three generations reuniting over this special event.

4. CCTV New Year’s Gala – who’s watching? The CCTV New Year’s Gala (or ChunWan) is the premier mainland Chinese television event of the year, comparable to the Super Bowl in America. As the most influential and highly rated TV show in China, the Gala attracts marketers eager to buy airtime at any cost. But be forewarned: audience ratings drop as you move from the north of the country to the south. The highest ratings can be found in Northeast China where 85 per cent of residents tune in. This percentage drops to 70 per cent for Beijing and Tianjin, 60 percent for Shandong/ Shanxi/ Henan/ Shaanxi, 20 per cent for Shanghai/ Jiangsu/ Anhui/ Hubei/ Sichuan, 10 per cent for Zhejiang/ Fujian, and below 5 per cent for Guangdong/ Guangxi/ Hainan. So before you burn through your budget, think hard about your target audience… and where they live.

5. Home (and nowhere else) for the holidays. While some sightsee during the holiday, others prefer to “ZhaiNan,” which essentially means hibernating at home doing three things: eating, sleeping and surfing the web. Surfers are primarily engaged in online shopping, SNS and gaming. In 2009, online retailer Taobao.com reported a 195 per cent increase over 2008 in the number of products exchanged by consumers during the CNY period. Bestsellers were mobile phones, digital products, household appliances and gift packs with health supplements. Another trend of recent years is the younger generation’s preference for sending New Year greetings by SMS rather than paying a visit to relatives and friends.  As the internet and mobile applications make their mark on millennia-old traditions, it’s time for marketers to make inroads into the CNY “ZhaiNan” phenomenon.

Where do you go to escape negative social media attention? Well, you could try one place that Twitter and Facebook will struggle to find you: China.

Some might think that is exactly what NBA “problem child” Stephon Marbury did when he moved to China a couple of weeks ago to play for Shanxi Zhongyu.

Marbury seems to have completely moved his social media presence. He posted his last Twitter entry on January 26, having already made his first entry a day earlier on the equivalent Chinese site. Marbury, the biggest NBA star ever to have played professional basketball in China, already has 26,132 fans on the Chinese Twitter-like Sina Microblog.

Of course, Marbury hopes to do more than escape twitterers; he is partly here to promote his clothing and apparel brand, Starbury. His posts frequently link to his Taobao store, where a pair of low-cost Starbury basketball shoes retail for around RMB 150-200 (USD 20-30).

I think this could become one of the best marketing uses so far of a Chinese microblog site, perfectly combining personal branding and product promotion.

Marbury is already creating a genuine dialogue with his fans. Earlier this week, for example, he engaged in a mammoth microblog Q&A, directly answering huge amounts of questions from fans.

Of course, challenges remain. He is only able to speak to his online fans in English, and his off-court brand will largely depend on his on-court success. Last week, Shanxi Zhongyu lost their first game with their new star.