2. Michael Netzley, PhD
• Daddy with three daughters & a son
• PhD from the University of Minnesota
• SMU since 2002
• Research Fellow, Society for New Communication
Research
• Founding Director, Teaching Excellence Initiative
• Visiting positions in Argentina, Berlin, Finland,
Slovenia, and Japan
• Worked with IBM, Unilever, TCS, IHG, 3M,
Singhealth, Mastercard, MFA, CPF, and MoE.
• Recipient, Champion’s Award, for innovative
course design & delivery (CEEMAN)
4. Society, and the way citizens interact among
themselves and with governments, has also
changed thanks to ICT. New modes of
engagement between governments and
citizens, not only in the shape of new ways
of delivering public services but also in
terms of redefining governance mechanisms
and social engagement, have appeared.
- 2012 Networked Readiness Index
9. Singapore, in many ways, is a world-leading
government when it comes to digital
adoption and e-gov. A fair assessment
would also suggest that there is still plenty
of opportunity to improve, be even better,
and grow in our ability to serve the citizens
of this nation.
16. How SG’s Netizens Use Time
ACTIVITY TIME SOURCES
Work (USA) 7.5 hours per day (avg) Bureau of Labor
Statistics
Work (SG) 8.5 hours per day (avg) AsiaOne
(1 in 5 works 11+ hours
per day)
Television (USA) 2.7 hours per day (avg)
18.9 hours per week
BLS
50% of free time
Television (SG) 12 hours per week We Are Social
Internet Use (SG) 25 hours per week We Are Social
Singapore spends 25,000,000 hours each
month watching online video (We are Social)
17. Creators
65%
Critics
75%
Collectors
52%
Joiners
81%
Spectators
97%
2009
Inactives
2%
• Publish or maintain a blog
• Update microblog
• Upload videos or photos
• Write and post articles online
• Contribute to Wiki
• Post online reviews and
ratings
• Contribute to online forums
• Comment on blogs
• Vote for websites
• Read RSS feeds
• Use social bookmarking
• Use social networking sites
• Read blogs/Follow microblog updates/
Visit others SNS
• Listen to podcasts
• Watch videos online
• Read customer ratings, online forums
• None of the above activities
18. Creators
68%
Critics
80%
Collectors
54%
Joiners
86%
Spectators
97%
2010
Inactives
2%
• Publish or maintain a blog
• Update microblog
• Upload videos or photos
• Write and post articles online
• Create audio content
• Contribute to Wiki
• Post online reviews and
ratings
• Comment on blogs
• Vote for websites
• Contribute to online forums
• Read RSS feeds
• Use social bookmarking
• Use social networking sites
• Read blogs/Follow microblog updates/
Visit others SNS
• Listen to podcasts
• Watch videos online
• Read customer ratings, online forums,
wikis
• None of the above activities
19. Creators
67%
Critics
74%
Collectors
74%
Joiners
90%
Spectators
99%
2011
• Publish or maintain a blog
• Update microblog
• Upload videos or photos
• Write and post articles online
• Create audio content
• Contribute to Wiki
• Post online reviews and
ratings
• Comment on blogs
• Vote for websites
• Read RSS feeds
• Use social bookmarking
• Tag content online
• Use social networking sites
• Read blogs/Follow microblog updates/
Visit others SNS
• Listen to podcasts
• Watch videos online
• Read customer ratings, online forums,
wikis
• None of the above activitiesInactives
1%
20. Creators
70%
Critics
64%
Collectors
58%
Joiners
96%
Spectators
99%
2012
• Publish or maintain a blog
• Update microblog
• Upload videos or photos
• Write and post articles online
• Create audio content
• Contribute to Wiki
• Post online reviews and
ratings
• Comment on blogs
• Vote for websites
• Read RSS feeds
• Use social bookmarking
• Tag content online
• Curate content online
• Use social networking sites
and location-based services
• Read blogs/Follow microblog updates/
Visit others SNS
• Listen to podcasts
• Watch videos online
• Read customer ratings, online forums,
wikis, stories on content curation websites
• None of the above activities
Inactives
1%
21. ICT Development Index (2002-10)
Economy Rank
2010
IDI 2010 Rank
2007
IDI 2007 Rank
2002
IDI 2007
Korea
(Rep.)
1 8.40 2 7.26 3 5.83
Sweden 2 8.23 1 7.50 1 6.05
Iceland 3 8.06 5 7.14 2 5.88
Hong
Kong,
China
6 7.79 11 6.70 12 5.10
Japan 13 7.42 12 6.64 18 4.82
Australia 14 7.36 14 6.58 13 5.02
Singapore 19 7.08 15 6.57 16 4.83
Malaysia 58 4.45 52 3.79 50 2.74
Thailand 89 3.30 63 3.44 70 2.17
China 80 3.55 73 3.11 90 1.95
22. ICT Access Subindex (2002-10)
Economy Rank
2010
IDI 2010 Rank
2007
IDI 2007 Rank
2002
IDI 2007
Korea
(Rep.)
10 8.21 14 7.48 9 6.82
Sweden 5 8.57 1 8.67 1 7.68
Iceland 2 8.91 4 8.48 3 7.40
Hong
Kong,
China
1 9.06 3 8.53 7 6.86
Japan 27 7.14 27 6.89 20 5.93
Australia 24 7.22 19 7.24 19 5.97
Singapore 11 8.14 11 8.06 13 6.54
Malaysia 65 4.70 60 4.14 52 2.73
Thailand 89 3.62 63 3.99 81 1.74
China 85 3.86 64 3.87 71 1.95
23. ICT Use Subindex (2002-10)
Economy Rank
2010
IDI 2010 Rank
2007
IDI 2007 Rank
2002
IDI 2007
Korea
(Rep.)
1 7.85 1 5.85 1 3.21
Sweden 2 7.55 3 5.48 3 2.89
Iceland 8 6.58 11 4.80 2 3.10
Hong
Kong,
China
10 6.46 13 4.64 7 2.45
Japan 5 7.08 4 5.41 18 1.96
Australia 9 6.57 12 4.68 15 2.00
Singapore 15 6.03 10 4.83 14 2.01
Malaysia 50 3.15 40 2.26 27 1.09
Thailand 93 1.05 73 0.78 63 0.26
China 72 1.73 71 0.81 74 0.17
24. ICT Skills Subindex (2002-10)
Economy Rank
2010
IDI 2010 Rank
2007
IDI 2007 Rank 2002 IDI 2007
Korea
(Rep.)
2 9.89 3 9.63 6 9.07
Sweden 19 8.89 9 9.17 3 9.14
Iceland 10 9.3 10 9.14 23 8.43
Hong
Kong,
China
52 7.92 62 7.16 65 6.85
Japan 28 8.66 26 8.60 28 8.31
Australia 11 9.21 13 9.05 2 9.17
Singapore 73 7.08 66 7.07 56 7.02
Malaysia 92 6.57 96 6.15 86 6.07
Thailand 69 7.18 50 7.65 67 6.83
China 93 6.55 94 6.21 99 5.53
25. Make data-driven decisions and ignore
anyone who tells you “what social
media is about.” Singapore remains
largely (not exclusively) a market of
consumers and not content creators.
Can you reasonably expect such a
market condition to generate a rich
conversation every time you share a
message?
27. Pick 1 Objective
Existing
Function
Groundswell
Alternative
How the Groundswell Changes Things
Research Listening Ongoing monitoring of customer convos with
each other vs occasional survey or focus
group
Marketing Talking Stimulating and participating in customer
convos with each other versus one-way
broadcasts
Sales Energizing Making it possible for enthusiastic customers
to sell each other
Support Supporting Enabling customers to support each other
Development Embracing Helping customers work with each other to
come up with ideas to improve products and
services
28. Choose one objective and focus your
team. Choose key metrics in advance
that are aligned with your objective.
Measure frequently and fail fast to
drive faster learning and execution.
33. Considering the increased activism of
citizens since the 2011 GE, public
sector organizations need to actively
engage all types of media in order to
effectively convey their message. Not
doing so is the equivalent of knowingly
allowing a one-sided conversation
where others set the agenda.
36. MyHeartMap Challenge: Penn Med
• Contest for team/individual to report the location of a
maximum number of Automatic External Defibrillators
(AED)
• $10,000 prize of 750 AEDs reported in total, or 500
reported by a single entry; also 200 “golden” AEDs
which earn the submitting team $50
• January 31 – March 13, 2012
• More than 1500 AEDs submitted by 300+ teams
• 2 $9000 prizes to two people submitting 400+ each
• Database given to the public and 911
42. The Call for Submissions
Modernizing the Definition of Public
Relations
You will find a submission form on this website, the
idea for which originated at our summit meeting. Some of
the “standard” definitions of marketing and advertising
the group collectively liked had the following basic
elements: they [DO WHAT] with/for [WHOM] to [DO
WHAT] for [WHAT PURPOSE]. The group thought it
best to adopt a similar approach for a modern definition
of public relations.
Submit Your Definition of Public Relations Here
45. The Finalists: You Can Vote
Public relations is the management function of researching, communicating
and collaborating with publics to build mutually beneficial relationships.
Public relations is a strategic communication process that builds mutually
beneficial relationships between organizations and their publics.
Public relations is the strategic process of engagement between
organizations and publics to achieve mutual understanding and realize
goals.
46. Compare the Questions
PRSA Twittamentary
• they [DO WHAT] with/for
[WHOM] to [DO WHAT]
for [WHAT PURPOSE].
• Share a great story that
answers the question:
what is the most
interesting thing that
happened to you
because of Twitter?