Digital Media in Australia

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Australia, officially the Commonwealth of Australia, is located in the Southern Hemisphere. It is the world’s smallest continent, but sixth largest country after Russia, Canada, China, the USA and Brazil. Australia is an independent Western democracy with a population of more than 22 million (89% urban population) concentrated along the eastern and southeastern coasts. The official language is English, by common usage rather than law. Australian English is slightly different from other forms of English due to some unique colloquial and slang expressions. Australia is a society of people from a rich variety of cultural, ethnic, linguistic and religious backgrounds. Since the mid-20th century, American popular culture has strongly influenced Australia, particularly through television and cinema, and as of last year, almost three-quarters of Australian households were connecting online through broadband. Source: Australian Bureau of Statistics [1] Australia is currently one of the top ten social networking countries in the world, and is predicted to have the largest Facebook user penetration in Asia-Pacific from 2011-2014. Source: eMarketer [2] As internet usage increases, it is becoming increasingly important to find out exactly how Australians are behaving online, and to tap on this market.

Infographics for Social Media in Australia


Contents

Digital Literacy

Internet

Overall Internet Usage

Many Australians have access to the internet at several locations, they mostly have a broadband internet service in their home. At the end of June 2010, 89% of Australians aged 14 years and above have access to the internet from a range of locations. Home internet connection is at 77%, internet at work is at 40% and other sites such as library or educational institution are at 15%. Access to broadband connection has increased in 2010 from 63% to 66%. Source: ACMA [3]

Looking at the levels of internet use for the past five years, there is an ongoing trend of spending more time on the internet. The proportion of heavy users who spent more than 15 hours a week on the internet has doubled to 28% as compared to 14% in 2005. A further 23% were medium users spending between 7 to 15 hours a week and 23% were light users, spending up to 7 hours a week. The proportion of those who has no use in an average week have significantly decreased to 22% in 2010 from 33% in 2005.

Source: ACMA [4]

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Internet User Profile

Australia social media - avg hours spent online by age and gender.png




Males age 15-24 spend the most amount of time online, followed by females of the same age. For males, progressing up the age group, they spend less and lesser time online. Females aged group 35-44 years and 55+ years spend more time than males online.

Source: comScore [5]

Australia social media - activities undertaken online by age.png








Higher percentage of users undertakes communication activities across all ages. Banking and finance activities remained an adult activity, peaking at 78% for persons aged 25-34 years. Entertainment and amusement activities are concentrated with younger generations, peaking at 82% for persons aged 14-17 years. Blogs and online community activities are more popular with those aged below 35, with person aged 18-24 years at 54%, 25-35 years at 50% and 14-17 years at 43%.

Communication activities includes emails peaking at 95%, instant messaging at 24% and Voice over Internet Protocol (VoIP) at 19%.

The top 3 online research and information activities are maps or directions at 48%, weather at 44% and academic research at 32%.

For online banking and finance activities, checking account balances are at 86%, conducting banking transactions at 85%, paying bills at 75% and viewing online statements at 67%.

General online activities include general browsing/surfing peaking at 87% and downloading software at 43%.

The top 3 online entertainments and amusement activities are playing games at 41%, downloading music at 39% and following closely behind is streaming video at 36%.

For blogs and online community activities, with 85% accessing social networking sites, it far surpasses other activities like reading/adding comments to newspaper blog or to someone’s journal/blog which is at 29% for both.

Online buying/selling activities includes participation in auctions at 63%, purchased other products/services at 52% and reading or placing classified add at 17%.

Online interactive activities includes registering at a website at 67%, entering competition online at 47% and creating/managing own website at 14%

Source: ACMA [6]

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Internet and Broadband Connection

According to the Australian Bureau of Statistics, at the end of June 2010, there were 9.6 million active internet subscribers in Australia and this was up from, 8.42 million in December 2009.

  • Usage of dial-up internet continued to drop with 92% of internet connections now being non dial-up. Australians have continued to seek faster download speeds, as 71% of connections have a download speed of 1.5Mbps or greater
  • Mobile wireless was the fastest growing technology in internet access at 3.5 million in June 2010, a 21.7 increase since 2009. (note that mobile handset connections are excluded in this survey)
  • Although digital subscriber line (DSL) is a major technology for connections, accounting for 44% of the total internet connections, it was a drop from 47% in December 2009.

Source:Australian Bureau of Statistics [7]

Australia social media - internet activity.png

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Internet Service Providers in Australia

There are more than 600 Internet Service Providers (ISP) in Australia, but only a small number of firms dominate the retail fixed broadband market. Telstra has nearly 43% of the market, following by Optus with 11% and iiNet and TPG each has 8%. (As of August 2010) [8]


Telstra Corporation Limited

  • Owns 50% of Foxtel that deals with cable subscription television services
  • Offers full range of service providing 8.6 million Australian fixed line, 10.5 million mobile services, including 8.2 million 3G services
  • Manages business customers telecommunication services
  • Offers wholesales services to other carries, carriage service providers and ISPs
  • Provides integrated telecommunications services through both fixed and mobile network infrastructure


SingTel Optus Pty Limited

  • Wholly owned subsidiary of Singapore Telecommunications
  • Maintains several wholly owned subsidiary brands
    • Virgin Mobile Australia and Boost Moblie in the mobile telephony market
    • Uecomm in the network services market
    • Alphawest in the Information and Communication Technology (ICT) service sector
  • Operates on its own network infrastructure, as well as using services Telstra Wholesale


iiNet Limited

  • Publicly listed company which maintain its own super-fast broadband network with Digital Subscriber Line Access Multiplexer (DSLAM)
  • Supports over 1.3 million broadband, telephony and Internet Protocol TV (IPTV) services nationwide.


TPG Holdings Limited

  • In 2008, merged with Soul to achieve combined annual revenue approaching $500milllion and in 2010, acquired Pipe Networks and gain access to an extensive Australian fibre optic network
  • TPG offers internet services, VoIP telephone services and business networking solutions

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Mobile

Mobile Telecommunications Overview

There are currently 3 mobile network operators in Australia, namely, Telstra, Optus and Vodafone Hutchison Australia (VHA) with 41%, 33% and 26% respectively. VHA was a recent merger during 2009-2010 of Vodafone and Hutchison. All 3 carriers operate both a global system for mobile (GSM or 2G) and a wideband code division multiple access (W-CDMA or 3G). [9] 2G network provided coverage to 96% of the Australian population while 3G networks which includes wireless broadband covers 99% as of June 2010. Source: ACMA [10]

As of 2010, there are significantly more mobile subscriptions than people in Australia with 17.8 million mobile users and 24.5 million mobile subscriptions. This growth is due to a rise in number of people who are using two mobile subscriptions, one for personal use and another for business use.
With 2.5 million mobile broadband users, the mobile network broadband network is emerging as an important method of access the internet. It has grown significantly over the past year with a 71% [11] increase in number of mobile wireless broadband subscribers from June 2009 to June 2010.
With the increasing take up of smartphones at 5.6 million sets, Nokia and iPhone dominates with 35% and 28% market share respectively. [12] Source: Shane Williamson [13]

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Internet-connected mobile phones

With the use of internet reaching maturity amongst the Australian population, the mobile landscape is gaining significant momentum. According to the Nielsen Australian Online Consumer Report[14] released on March 2011, the internet-connected mobile devices such as smartphones, tablet computers, eReader, connected games devices or some other hybrid forms are likely to emerge.
12.28 million 3G mobile handset services were in operation in June 2009, a jump from 8.55 million in June 2008. Growth in number for 3G mobile services drives the development in the mobile market in Australia. At the end of March 2010, Optus reported 3.61 million 3G mobile services, an increase of nearly 7.8 per cent from December 2009, while Telstra reported 7.25 million 3G mobile services, an increase of 14.6 per cent since June 2009.

Internet mobile phone ownership in 2010 has reached a total of 65% with smartphones and internet capable mobile but not smartphones contributing 35% and 30% respectively. With the take up of internet mobile phones and the increased in availabilty of internet-enabled mobile phones, the dynamics of internet use is changing and increasing in flexibility of how and where Australians go online. Source: Nielsen [15]

In April 2010, 64% of Australian household consumers aged 18 years and over with a mobile were estimated to have a 3G mobile phone and this was up from 55% in April 2009. Also, 40% of 3G mobile phone users accessed the internet directly via their mobile phones and it was increased from 32% in April 2009. Source: ACMA [16]


2.4 million person were estimated to have some form of activity online via their mobile phone in June 2010, this was almost double with June 2009 figures at 1.6 million person. Majority of mobile phone internet users are person aged 20-29 years and 30-39 years, accounting for 32% and 24% respectively. Other age groups are divided quite equally accounting for 14%-15%. Source:ACMA [17]


Australia social media - mobile handset activities.png





Consumers are using 3G mobiles for a range of activities with internet browsing as the top activity at 83%, which is in consistent with online behaviors through traditional devices. Although 68% are sending and receiving emails though 3G mobiles, most internet users still use traditional devices which is at a rate of 94%.
Using social networking sites is also a popular activity at 57%. According to Nielsen, Facebook is the most popular social networking site on mobile phones with 92% of mobile social networkers having visited Facebook. YouTube and Twitter are at 18% and MySpace at 9%. However in terms of most frequent mobile usage, Twitter has half of its mobile users visiting the site daily while Facebook had only 36%. MySpace and YouTube has 22% and 16% respectively. [18] Source: ACMA [19]






Mobile Internet Connection 2012.png

The number of mobile handset subscribers have been on the rise from Dec 2010 to Dec 2011, from 8197 to 11000, an increase of 34%. The volume of data downloaded via mobile handsets over the three months ending 31 December 2011 was 5,000 Terabytes, an increase of 35.3% from June 2011. Source: ACMA [20]


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Digital Media Platforms

Consumer Generated Media Activities in Australia.jpg




Consumer Generated Media Users (CGM)
According to the news release by Nielsen Online [21] about CGM in Australia and New Zealand presents some interesting findings about the social media users and their behaviours in these Asia Pacific countries:


Who Are The CGM Users?

  • The percentages of each activity is almost the same in both Australia and New Zealand.
  • However, New Zealanders appear to be slightly more engaged in consumer generated media compared to Australians
  • Early adopters of CGM activities are more likely to be males over 35 but women are expected to catch up in the later periods





CGM User Behaviours


The key drivers of the use of CGM in both countries are peer recommendation and influence - if their friends are participating in certain CGM activities, there is a higher possibility that they would be interested to participate as well.

The main gripe of users is how time consuming most CGM activities are. Once users are familiar with simple CGM activities like online profiles, they will usually advance to more advance activities like commenting and editing CGM created by others.

In another report done by Forrester [22] on Customers' Social Technographics Profile, 78% of Australia's internet users are active participants, a slight increase from 76% 1 year ago. The graph here gives a detailed breakdown of the user's profile.

What cannot be seen here though, is the increase in the total number of users of social media. An example is mentioned in a post by Laurel Papworth [23], where there has been a rapid increase of senior citizens (above the age of 55) joining Facebook. In July 2009, there were 240,000 senior citizens on Facebook. That number almost doubled to 432,280 in November 2009, and is currently 532,000 in Feb 2010.

Source: Forrester [24]


Usage of Social Media

Australia's Fastest Growing Social Media Activities.jpg

With Facebook leading the way and Twitter activity on the rise, Australians are rapidly increasing their participation in social media, content sharing and brand interaction. Nearly four in five (78%) of Australia’s nine million Internet users sent or shared a photo in the past year and nearly three quarters (74%) sent or shared a link. The biggest increases in social media usage were reading and posting on Twitter, reading wikis and engaging with brands and organizations via social media.

Twitter’s audience levels grew by more than 400% in 2009 and nearly one quarter of online Australians (23%) read ‘tweets’ in the past year, 14 percent ‘followed’ companies or organizations via Twitter (up from 5% in 2008) and 13 percent posted ‘tweets’ (up from 4% in 2008). Wikis continued to grow as a popular form of online content – close to three quarters of Australian Internet users (73%) read a wiki in the past year compared to 61 percent in 2008 and just 37 percent in 2007.

Nearly two in five online Australians are now interacting with companies via social networking sites, reinforcing notions that Australians are open to engaging with brands and companies online.

“The opportunities for brands and companies to tap into the social media phenomenon are really just beginning to emerge and to date we’ve only seen the tip of the iceberg,” states Melanie Ingrey, Research Director for Nielsen’s online business. “Incredibly, nearly nine in 10 (86%) of Australian’s online are looking to their fellow Internet users for opinions and information about products, services and brands, and Australians’ engagement with online word of mouth communication is going to increase in coming years as social media plays an increasingly important role in consumer decision making.”
Source: Nielsen [25]


Characteristics of Social Networking Users

In Australia, the growth experienced in social networking has been driven most recently by female profile creators, with this demographic experiencing a 33% surge in update in the past three months despite significantly earlier adoption by males.

Australia's most popular social media sites.jpg


Online Australians are rapidly increasing their participation rate in social media scene; with content sharing being the most popular social media activity, according to findings from Nielsen’s 2010 Social Media Report [26]. The report suggested that social networking sites like Facebook acted as the key driver for rapid increase in the number of Australians participating in the social media phenomenon. In fact, close to 3 in 4 online Australians have accessed each others' profiles via Facebook and well over 1/3 of these reported to be interacting with one another on a daily basis.
Facebook has also triumph in the Australian Social Media scene, coming in as the most popular social media website in 2010. 3/4 of Australian Internet users reported to have visited Facebook and 59% of the Australian Internet population have a Facebook profile. In terms of hours spent, Australians spent an average of 8:19 hours in a given month on Facebook; this is 7.5 hours more than the amount of time spent on Youtube which ranks second in terms of popularity. Facebook has also transformed to be Australians' main social networking platform as confirmed by 83% of social networkers in Australia.

And, as reported recently in a global view of social networking usage, Nielsen data [27] showed that Australia topped even the U.S. when it came to time spent per person on social networks.


Social Network Usage

On average, global web users across 10 countries spent roughly five and a half hours on social networks in February 2010, up more than two hours from the same time last year. While the U.S. boasts the largest unique social networking audience, Australian and Italian web surfers led the way for average time on site with more than six hours each in February. Source: Nielsen [28]

Australian Internet Population 20 Key Site Categories

These 20 categories together constitute 73% of all time spent online. The top 3 site categories with the most visits are:

Category  %
1. Search/Navigation 89.9%
2. Social Networking 81.6%
3. Multimedia 69.5%

Source: comScore [29]

Blogs

Australia's Social Media Blog Share.gif


USA, UK and Japan are the top 3 blogging countries in the world with a share percentage of 29.22%, 6.75%, and 4.88% respectively. Australia trails behind at the 11th spot with 2.22%. “The absence of bloggers from Indonesia and Australia within the top-10 is interesting. In comparison, both countries rank among the top-10 of users within the Twittersphere.” Source: Sysomos [30]

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Microblogging

Twitter

In September 2009, Twitter users in Australia reached a high of 1.6 million unique users. However, in January 2010, it fell to 1.2 million users. On average, Twitter users spent approximately 19 minutes per month using the micro blogging site, and the total number of users climbed by more than 400% in 2009. 23% of Australians online read ‘tweets’ in 2009 with 14% ‘following’ companies on Twitter – an increase from 5% in 2008.

The outlook of Twitter in Australia seems bleak. “Many experts believe Twitter has hit its peak and will plateau. It seems this could very much be the case in Australia with its stagnating user base in the past 4 – 5 months.” This could be due to new location based services such as Foursquare and Gowalla which may potentially drive users to these new social sites.


Source: digitalmarketinglab.com.au' [31]


Twitter Usage


Australians are well represented in terms of the number of Twitter users. The country currently ranks 7th globally. Australians are also contributing significantly more than most of their global counterparts. Australia ranks 5th in terms of percentage of total global tweets contributed.

A breakdown of the number of Twitter users originating from major global cities show that Australian cities did not make it to the top 15 list. However, Sydney made it to the top 15 cities with the most tweets contribution; coming in at number 14, ahead of Seattle.

Source: Sysomos [32]

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Social Networking Sites



Australians are 10.4% more active on Social Networking sites than the other countries in the world.
Among all Social Networking sites in Australia, Facebook came out top in terms of reach and usage. The average Facebook user spends approximately five hours on the site each month. Source: comScore [33]

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LinkedIn

Linkedin has seen one of the fastest growth trends amongst social media sites in Australia, with unique audience numbers increasing by 99 percent from July 2009 to May 2010. LinkedIn had a reach of 6.55% in January 2010 with unique users totaling up to approximately 970,000. On average, LinkedIn’s members spend about eight minutes onsite each month.

Over the years, LinkedIn had grown by 45% from approximately 670,000 members in 2009, to 970,000 members in 2010. It has been anticipated that this number will continue to grow as more and more professionals begin to network online for the following reasons:

  • Prospect for business
  • Improve their career prospects and
  • Seek professional advice and share knowledge.

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MySpace

In January 2010, there were 2.1 million unique users in MySpace Australia. In October 2009, MySpace users spent a total of 39 minutes online. Over the past years, the number of MySpace users has dwindled in the Australian market and across the world. In March 2010 MySpace has announced that it plans to invest in a major redevelopment of its platform to rekindle user interest. With 120 million users worldwide – MySpace aims to grow its user base to 200 – 300 million users. However, it is not likely to gain marketshare over Facebook in Australia any time soon.

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Facebook

Australia's Facebook Demographics.png

In December 2010, there were 9.3 million active users of Facebook in Australia. The breakdown is as follows: The largest proportion of facebook users in Australia of 35% falls within the 20 to 29 age group. The next two largest proportions of users come from the 13 – 19 and 30 – 39 age groups with 21% of total users each.

Facebook, with a 19.3% share of page views, represents almost 1 in every 5 pages viewed on the web by Australians during September 2010, while Google.com.au stands at second place with 7.4% share of page views.

The average time spent on Facebook in a given month is 8.19 hours – seven and a half hours more than its closest rival site, YouTube. The average session time for a user visiting Facebook during September 2010 was 28 minutes and 58 seconds.

Facebook has been experiencing tremendous growth in Australia over the past few years. In May 2009 Facebook had approximately 5 million users in Australia and a reach of 38% of online Australians. This figure has increased to more than 9 million by the end of 2010, and is expected to continue growing as more people are accessing Facebook via their smartphones (statistics show 36% of mobile users access Facebook daily via their phone). However, one of its challenges is that long-term Facebook users who have had profiles for 3 – 4 years seem to be logging on more infrequently, and keeping these users engaged might seem like an uphill struggle.Source: digitalmarketinglab.com.au [34]

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Twitter

Refer to Microblogging

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Bulletin Board Systems (BBS) / Forums

Australia leads the world in social media engagement, with the highest global average for time spent per month engaging with social media, averaging over seven hours per month. In contrast to many countries, Australians look to communities of interest such as parenting or sports sites as a key channel for social media discussion – 62 percent of Australian Internet users visited a message board or forum in 2009. Some of the popular forums visited include:

Forum Name
1. Forum Australia
2. Atheist Foundation of Australia
3. Reach Out Australia
4. Aussie Bloggers
5. Australian Muslims
6. Aussie Stock Forums
7. Bali Travel Forum
8. Beading Forum
9. Australian Rules Football AFL Footy Forum


Source: Memery[35], Nielsen [36]

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Instant Messaging

Australia's Email and Instant Messengers Usage.png


Due to the recent burgeoning of social networking sites, a smaller proportion of the worldwide population is using webmail and Instant Messengers, but the percentage drop in reach over the past year has been more pronounced in Australia than the global average.

Australia's Email and Instant Messengers Reach.png


62% of Internet users in Australia use online Email, while only 36% use Instant Messengers. “With cell phones nearly ubiquitous in Australia, it is highly likely that, as comScore has found in other regions, mobile-based text communications are supplanting PC-based modes such as Email and IM.”

Source: comScore [37]

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Video-Sharing Websites

More than three quarters of online Australians (77%) watched video content on their computer at least once in September 2010 and a further 26% watched video on their mobile phone. In October 2010, Australian video viewers consumed an average of nearly 8 hours of video. Males spend a significantly longer amount of time viewing online video than females. On average, males watched just over 10 hours of online video in October, while females averaged 5.2 hours. Males also consumed a higher number of videos on average at 113 videos per viewer, compared to females at 72 videos per viewer.

Australia's Online Video Usage.png

The top 3 countries with the highest Online Video Usage Index are: China (126), Indonesia (126), and Philippines (124). China's and Indonesia's internet population is said to be 26% more likely to watch videos online than the world. With an Online Video Usage Index of 86, Australia is ranked 40th in the world in terms of video consumption. Online consumers in Australia are 14% less likely to watch online video than the global population.


Australia's penetration of online video sites.png



"Nielsen’s Online practice uses software metering to measure online activity around the world. This metered measurement across nine markets in March confirmed that penetration of online video is considerably below average in Germany and Switzerland.” Australia has a relatively low penetration of online video as shown in the table on the left.






Australia's low penetration of online video is also reflected at work, and on mobile. Online consumers are 35 points below the global average for workplace video penetration, and 64% behind the world average for mobile video consumption.


Source: Nielsen [38]


The left figure shows the detailed statistics on Australia's online video consumption.

The right figure shows that YouTube is by far the most popular Video site in Australia, and accounts for almost all viewing on the Google Sites property. Daily Motion has the heaviest video usage among the top 10 after Google Sites. The music video site VEVO is also highly popular among Australian viewers.

Source: comScore [39]

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Search Engines

Australia's Search Engines Usage.png


Google Sites dominated the search category with a share of 80% of all searches in Australia. Here are the facts and figures:


  • Australian Searchers:
    • 11.9 million unique searchers
    • Average 115.4 searches per searcher
    • Average 4.7 searches per search visit


  • Total Searches in Australia:
    • 1.3 billion searches
    • 1.8 billion search result pages
    • 293 million search visits”


Source: comScore [40]

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Analytics

Australia's Web Analytics Tool Adoption Trend.png





Australia's Web Analytics Adoption Legend.png












Australia's Web Analytics Site Ranking.png

According to the Australian Web Analytics Report 2010 [41] which surveyed 118 respondents (including web analytics analysts, managers, consultants, creative directors, PR and marketing managers, senior executives, principals, managers and executives for online sales and media), the top 3 most popular web analytics tools were:

  1. Google Analytics – 63% share in 2010, increasing from 50.5% in 2008 and 36.2% in 2007
  2. Web Trends – 15.7% share in 2010, declining from 24.5% in 2008
  3. Omniture – 14.2% share in 2010, increasing in use by 4.8% since the survey began in 2007.


Australia's Web Analytics Activities.png


Among all web analytics activities, Campaign Analysis (46%) and Conversion Analysis (37%) emerged as those performed most ‘regularly’ by respondents in 2010 – this had not differed much since 2007. Site Search Analysis was performed ‘regularly’ by 35% of respondents in 2010 (declining by 11% since 2007), and performed by an additional 46% of respondents on a ‘sometimes’ basis. Landing Page Optimisation activities were performed by 52% of respondents ‘sometimes’ in contrast to 24% of respondents who do this ‘regularly’.

“60% of respondents trust the data extracted from their web analytics tools 75% of the time with around 20% of respondents trusting the data 100% of the time.”

The report also states that the Marketing department had been responsible for many web analytics activities. For example, 43% of web team personnel were located within marketing divisions, increasing from 36% in 2007. Due to such a trend, it had been anticipated that such staff members being located within the IT department or as an independent team would gradually decline over the years. In 2010, 27% of respondents had web analytics activities as the part‐time responsibility of multiple employees; this was a trend that had continued since 2007.

“In 2010, 41% believe web analytics is perceived of ‘less importance compared to other functions’, rising from 28% in 2007. We also see a decline over the last twelve months of its importance as a strategic function that empowers decision making processes from 35% to 23.7%.”

The allocation of spending on web analytics remained relatively consistent since 2007 with respondents overall continuing to apportion less than $10,000 to web analytics. However, in 2010, 58% of respondents believed they were able to prove to the business a formal return on investments, as opposed to 42% who were unable to do so.

Source: Bienalto [42]

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Others

Photo-Sharing Sites

Australia's Photo-Sharing Sites Trends.png




The surge in popularity of Social Networks has brought about drag effects in other categories, notably Photo sites. As inexpensive digital cameras and camera-equipped cell phones become more readily available, the ease of sharing photos on Social Networking sites has spurred substantial growth in this category over the past year.



It is an observed global trend that web users are far more likely to share photos with friends and family than ever before, and web users in Australia are no exception.
“Reach of Photo sites in Australia is similar to the category’s average reach in Europe and Latin America, and is the rare category in which Australian usage is above global and regional averages.”

Facebook.com Photos is the top photo site in the category with a whopping 50.9% reach. Other specialized photo sites that are competing for a portion of this market have only obtained a reach of less than 10% each.


Source: comScore [43]

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Traditional Media Platforms

The pattern changes in media usage provide an insight into the consumers’ preferences and the challenges the traditional media companies are dealing with.

Print Media

Newspapers

Australia has more than 600 different newspapers, including 12 national newspapers and 35 regional daily newspapers. [44] The total daily circulation is around the 3 million and include mostly English newspapers. Notable is that the weekend edition of the major newspapers are more widely read than the weekday editions. [45] News Limitedis Australia’s biggest newspaper publisher, including the biggest national newspaper The Australian

Magazines

There are over 1500 magazines, including a wide range of interests, from fashion to leisure.[46] Magazine readership has increased over the period 2010- 2011, especially over the categories of Food & Entertaining and Home & Lifestyles. [47] ACP Magazines is the leading magazine publisher, with a circulation of 90 million a year and a range of more than 60 different magazines.

Radio


Australia Social Media -Average weekly time spent listening to radio.png


Although there are only 5 National Radio stations, there are over 500 commercial and community stations available in Australia, depending on your location.[48] Due to the increase in Internet usage, radio has been reinventing itself, by making use of the online channel. [49]

As can be derived from the graph, average time spent weekly on listening to the radio in 2009 varies from 11 hours and 17 minutes to 27 hours and 18 min. Time spent listening to radio for people aged over 55 years old increased from 25 hours in 2008 to 27 hours and 18 minutes in 2009. During 2009, weekly time spent listening to radio by people aged 10 years and over, averaged 20 hours and 28 minutes per week as compared to 2008 of 19 hours and 49 minutes [50]


Television


Australia social media - time spent viewing television in FTA.png

Australia has 8 major free-to-air (FTA) television networks, with [1] -partly owned by the government, as the biggest network, including 4 channels. [51] Over the period 2009-2010, there has been a decrease in average time spent on viewing FTA channels. This can be explained by the trend of subscription television. There are 3 major subscribers for paid TV and in the beginning of 2011, paid TV has a penetration rate of about 33% [52]

Households viewing FTA spent less time watching television in 2009 compared to 2007. The largest decrease in average time spent viewing occurred in the 13–17, 18–24 and 25–39 age groups. Between 2007 and 2009, their average time spent viewing FTA television for these age groups decreased by 13, 20 and 15 minutes respectively. Households viewing subscription TV decreased in 2009 as compared to 2007. For groups aged 12 – 17 and 18 – 24, average time spent viewing television decreased by 10 and 30 minutes respectively. [53]




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Impact of Digital Media

Business

Australian Business Engagement with Online Social Networking

Social media has been increasingly trusted as a company information source amongst the informed public. Edelman Trust Barometer. It is no surprise then that more businesses are jumping onto the social media bandwagon. 50% of large businesses currently claim to have a social media presence. In addition, the proportion of Small Medium Enterprises (SMEs) using social media have increased from 10% in June 2010 (Source: ACMA ) to 39% in May 2011.Facebook dominates in all three types of businesses with Twitter also playing a vital role, particularly for medium and large businesses. LinkedIn and blogs are also used by a sizeable minority of large businesses.

Where businesses appear on SM.png


Uses of social media in businesses

There are three different categories of businesses namely; small, medium and large enterprises.The most common use of social media across all three business categories is to invite online comments, ratings or reviews. An average of approximately 70% do so. This is followed by the use of social media for two-way communication with clients and contacts. Finally, 29% of small, 49% of medium, and 28% of large businesses who engage in social media offer incentives.


Uses of social media.png

Source: ACMA


Social networking groups associated with businesses or brands

1 out of 5 social networking site users follow social networking groups associated with businesses or brands. Females are little more likely to do so than males. 14-19 year olds are the most avid followers in this category. Tasmanians are more likely than average to use these networks.


Social networking groups associated with businesses or brands.png


Source: ACMA


What consumers want from businesses or brands followed

Discounts are the most commonly sought after items required from businesses or brands followed on social networking sites. Giveaways, invitations to events and general product information are also sought by a sizeable proportion of followers.

What consumers want from businesses or brands followed.png

Source: ACMA


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Digital Marketing

Trends of increasing online participation

Australia Social Media - top 25 websites visited by internet users.png





Growing levels of online participation and media consumption has seen a continued shift towards the development of online advertising channels.

The increasing significance of online advertising within Australia is indicative of the growing importance of Internet to economic and social activity in Australia. Over the last five years, the proportion of heavy Internet users (going online for more than 15 hours a week) in the Australian population doubled, with 28 percent aged 14 years and over estimated to be heavy users of the Internet.

Not only are Australians spending more time online, they are also assessing a wide range of information and content alone, viewing an estimated 18.2 billion web pages hosted within Australia and overseas from home during June 2010 alone. Figure 1 provides an overview of website traffic originating in Australia during June 2010.

Source: ACMA [54]






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Advertising Expenditure

Australia Social Media - Distribution of advertising expenditure.png





Trends in advertising expenditure provide an indication of changing patterns of media advertising, particularly in the face of emerging alternative channels such as the Internet and changing consumer preferences for media consumption. Commercial Economic Advisory Service of Australia (CEASA) data shows that advertising expenditure across the media categories (print, television, radio, online, outdoor and cinema) has risen consistently over the past decade.






Source: ACMA [55]


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The CEASA figures also illustrate the continuing growth of online advertising in Australia. During the year, the online advertising grew by 9% to a total of $1.9 billion, which is in sync with the trends of increasing online participation and Internet usage. Clearly, digital marketing in Australia has been on the rise in recent years and more of such increasing trend maybe forecasted in the near future.


While print media’s advertising still takes a bigger pie of the entire advertising expenditure, it’s advertising expenditure has fallen from 49.89 percent in 2007 to just 46% in 2009 percent of total advertising expenditure.




Source: ACMA [56]


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Online Advertising

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Online advertising expenditure in Australia for the 12 months ended 31 December 2010 was $2,265.5m, an increase of $393.25m (or 21%) on the 12 months ended 31 December 2009. The increase has been due to growth experienced in all categories, with a 24% increase in Classifieds advertising, a 22% increase in General Display advertising and a 19% increase in Search and Directories advertising from the prior year ended 31 December 2009.

Source: IAB [57]

The growing importance of the Internet as a marketing channel to advertisers reflects the changing communication and media preferences in Australia.

Source: ACMA [58]




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Society

Offline Culture

1. Australia's cultural diversity

"Multicultural" describes the linguistic and cultural diversity of the Australian society. Before European settlement, cultural and linguistic diversity was a highlight of life for the first Australians. It remains a feature of modern Australian life, and it continues to give Australians a distinct social, cultural and business advantages. All Australians are expected to have predominant loyalty to Australia and its people, and to respect the basic structures and principles underwriting their democratic society. The Australian government strives to build on their success as a culturally diversified, open and accepting society, united through a shared future and a commitment towards the nation, its democratic institutions and values, and the rule of law. This vision is reflected in the four principles that all Australians have to apply when engaging in works of social media or in every aspect of their lives:

  • Responsibilities of all – all Australians have a civic duty to support those basic structures and principles of Australian society which guarantee us our freedom and equality and enable diversity in our society to flourish
  • Respect for each person – subject to the law, all Australians have the right to express their own culture and beliefs and have a reciprocal obligation to respect the right of others to do the same
  • Fairness for each person – all Australians are entitled to equality of treatment and opportunity. Social equity allows us all to contribute to the social, political and economic life of Australia
  • Benefits for all – all Australians benefit from the significant cultural, social and economic dividends arising from the diversity of our population. Diversity works for all Australians.


2. Australian Slang

Although English is Australia's official language, Australians speak to one another in a unique way that involves the frequent use of made-up words and colloquial expressions. This forms a kind of 'code’ or mostly 'Aussie slang' which makes it tough for non-Australians to understand. Some examples of 'Aussie slang':

  • Barbie= barbecue
  • Bloody= adjective meaning for 'very'
  • Fair go= good chance
  • Sticky beak= nosy person
  • Hit your kick= open your wallet

Source: Wallaby Down – Aussie Slang [59]

3. Larrikinism

Larrikinism is the name given to the Australian folk tradition of irreverence, mockery of authority and disregard for rigid norms of propriety. Because of Australians' well-known laid-back attitude, they tend to find excitement in some misbehavior from time to time. These misbehaviors include humorous "smart ass" remarks, pranks and "naughty boy" behavior. Because of these behaviors, other cultures such as the Americans may find the Australians' style of humor overbearing and "too much". Renowned Australian media personality John Safran, was made famous for his larrikin style behavior and attitude in his reporting. Therefore, it is common to come across larrinkinsm in social media of Australia.

For more interesting things that define Australia, please visit Greg Davies' blog post [60] and another blog site, Wallaby Down.

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Online Culture

1. Blogging

The blogging community in Australia is strong and supported by their love for blogging. This is seen through the set up of Australia's own Aussie Bloggers Forum by avid Australian bloggers, Meg Tsiamis and Snoskred.

In an interview done with Meg she said that the forum is "a place where other Aussie bloggers (and other nationalities) could network, seek and provide assistance". Unfortunately, the forum lost its popularity since its launch in December 2007. The general lack of posts and increasing spam had forced the administrators to shut it down on October 6, 2009.


2. Tall Poppy Syndrome

Tall Poppy Syndrome is a term used to describe a social phenomenon in which successful people or achievers of genuine merit become the target of jealousy, grudging remarks or other attacks because their achievements and talents distinguish them from their peers and put them "out there" like a tall poppy.

Trevor Young mentioned in an interview [61] that this is common in Australia, and its purpose is to pull down the achiever a notch or two. In addition, this might be one of the reasons why Australians were slower to adopt social media. Social media and social networking sites give everyone a platform to express themselves freely and this might sometimes be seen as attention-seeking.

Source: Flogging Australia’s tall-poppy syndrome [62]

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Government

Australian Politicians and Social Media

Thanks to Trevor Cook's Corporate Engagement blog, we were linked to Cairns' Mayor Candidate for 2008, Val Schier's blog – which she has been keeping from August 2007 – that talks about issues relating to her job and the people of Cairns.

Julia Gillard, the current Prime Minister of Australia, keeps a blog on the Prime Minister's official website, which can be easily accessed by all citizens. The objective of the blog is to encourage Australians to provide comments and engage in each other in relation to the policy initiatives discussed by the government. The Prime Minster is also very much active on other social media platforms such as Twitter,Facebook and Flickr.

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Government Website

The Australian Government has an official website to connect with people. The site serves to support the government's initiatives in maintaining a more accessible, open and transparent way of governance. The Australian Government is also using other social media platforms such as blogs, Twitter and Facebook. Through these platforms, Australians are able to provide their views to the government on various issues

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National Broadband Network

In April 2009 the government announced plans to invest A$43 billion (US$33.6 billion) over eight years in a National Broadband Network (NBN) scheme. This will deliver superfast broadband to Australian homes and workplaces. To realize this goal they have established NBN Co Ltd to build and operate a network of fibre optic cables which will provide coverage for 90% of Australian homes with 100 megabits per second Internet access. So far the government has invested A$60 million (US$46.9 million) of a planned A$4-5 billion (US$3.1-3.9 billion) in NBN Co Ltd. They are starting plans to attract additional private funding, and introducing legislation to improve competition in the telecoms sector to make it more accessible to all areas of society.

The NBN plan has political support from the ALP, the Greens and federal independents. Independent politicians Rob Oakeshott and Tony Windsor, who effectively decided the 2010 Australian election, cited the NBN as one of the key reasons they decided to back an ALP Government. Read more here [63].

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Trend towards a draconian internet filtering system

Telecommunications Minister Stephen Conroy reaffirmed on December 15 2009 that the government plans to call for a vote on a bill that would impose mandatory filtering of what the state considers to be “inappropriate” websites. For more information on Australia's internet filtering please refer to the following link on Australia Internet Filtering.

PM Julia Gillard clarified her views on the proposed government filtering program. According to this report in Herdict Blog [64], the news for Net freedom activists is not good. This report appeared in July 2010.

Sources: Electronics Frontiers Australia [65]

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Economy

PC and Internet Market

A report released by the Australian Institute of Technology and Commerce rated Australia in the top five most penetrated PC markets in the world. Australia is currently fifth, following Norway, Denmark, the United States and Switzerland. In Australia, access to computers is currently at 78%.The total PC installed base there is also expected to reach more than 19.2 million by 2012.

Gartner defines the term "installed base of PCs" as the estimated number of PCs in use as opposed to the number shipped over a given period. This was reported in Gartner's PC forecast and market share reports.

The growing PC market in Australia serves as an indication that IT is widely growing within the country and Australians are becoming more tech-savvy, both in businesses and in households.

According to a 2009 report [66] by Nielsen, more Australians are signing up for broadband services. In 2007, 84% of Australian Internet users reported to have broadband access at home. In 2008, that figure reached 97%. This increase in consumption has lead to an increase in the amount of media multi-tasking – over three in five Internet users (61%) watch television while online and half (50%) use the Internet while listening to the radio. Of those consumers who report multi-tasking, the Internet is most commonly cited as the primary focus.

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Internet Access Market Value

The Australian internet access market grew by 6.5% in 2008 to reach a value of $1,852.3 million. The annual growth rate of the market in the period 2004-2008 was 8.3%.

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Internet Access Market Value Forecast

By 2013, the Australian internet access market is forecast to have a value of $2,122.1 million, an increase of 14.6% since 2008. The compound annual growth rate of the market in the period 2008-2013 is predicted to be 2.8%.

Australia Internet Access Market Value Forecast.jpg

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Market Volume Forecast

By 2013, the Australian internet access market is forecast to have a volume of 8.8 million internet users, an increase of 14.6% since 2008. The compound annual growth rate of the market volume in the period 2008-2013 is predicted to be 2.8%

Australia Internet Access Market Volume Forecast.jpg

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Overall Usage

Australia Technology Penetration.jpg


Source: Nielsen [67]

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Future of Technology, Communications & Media Industry in Australia

There are no particular threats to the Australian TCM sector. However, part of ACMA's remit is to oversee the smooth running of the national network, which includes monitoring compliance with cabling regulatory requirements, managing the Do Not Call Register, handling telemarketing complaints, monitoring Spam, ensuring the industry complies with telecommunications and broadcast-media codes of conduct and managing the telecommunications ombudsman service, as well as developing anti-terrorism policies.

The main growth sector between 2009 and 2020 will be the broadband industry, as penetration grows from 72.4% of households to 92.3%, stimulated by the development of the national broadband network. This serves as an opportunity not only for those industries directly involved, such as broadband ISPs and network equipment manufacturers, but also for associated industries, such as the computer industry, content providers and online retailers/media providers.

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Environment

Accumulation of E-Waste

The accumulation of electronic waste has become a major environmental concern. As technology continues to improve, advance and be replaced at an exorbitant rate, the statistics continue to climb. Computers are considered to be the most frequently upgraded electronic device and as such contribute greatly to the disastrous E-Waste statistics.

In 2010, Australia ranked 11th overall in their Greendex score, which showed no improvement since the previous survey in 2008. The Greendex is a study by National Geographic and Globescan to evaluate global consumer attitude and choices towards the environment.

Source: 1800ewaste [68]

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Increased Energy Consumption

With the increasing number of households owning computers, energy consumption has been rising. In 2004–05, Australia's total domestic energy use was 5,525 petajoules (PJ). Over the period 1974–75 to 2004–05, total energy use in Australia more than doubled (from 2,694.8 PJ in 1974–75). This will have a climatic impact in coming decades.

Australia Total Energy Used Statistics.jpg



Source: Australia's Environment Issues and Trends 2006 [69]

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Regulations

Australian Internet

The Australian Communications and Media Authority (ACMA) takes the approach of co-regulatory scheme for online content, which includes government, the industry as well as the community to play a part in managing and addressing the concerns about illegal and offensive content online. The scheme encompasses efforts such as coming up with codes of practice for Internet Service Providers and online content service providers, educating the community about online safety issues and other components.

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What is prohibited online content?

Under this scheme, all contents in the World Wide Web sites, peer-to-peer file sharing applications, newsgroups as well as live content and accessible online contents are monitored. Prohibited contents include materials which have sexual, pornographic, violence, crime, violence, drug use or advocate terrorist acts.

TechCrunch.com provides examples of what is allowed or not allowed over the net in Australia. For example questioning Government policy where it comes to Aboriginal people could be deemed to be discrimination under Australian law and hence it may be blocked by the censorship regime. Bloggers or forum owners who allow users to comment or post could find themselves blocked under this proposal should someone say or post the wrong thing.

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History and Public Response

In November 2007, the Australian Government announced their plans to roll out an internet filtering program, known as the "Clean Feed". It aims to ban all inappropriate materials to protect children. Originally, the plan was to allow adults to opt-out of the program. However, in May 2008, the Government started an $82 million "cybersafety plan", which included an additional mandatory filter with no opt-out provision, applicable to all computers.

The proposed system consisted of two levels of approach. The first tier required that "all Australian service providers block access to around 10,000 Web sites on a list maintained by the ACMA. The second tier would require service providers to provide an optional filter that individuals could use to block material deemed unsuitable for children. The government says the list, which is not available to the public, includes only illegal content, mostly child pornography. But critics worry about the lack of transparency and say the filter could be used to block a range of morally hazy topics, like gambling or euthanasia."

Source:New York Times [70]

There has been widespread protests and criticism over the years. Many groups slammed the "Clean Feed" stating reasons such as unfairly blocking the internet access of Australians, wasting tax-payers contributions, slower internet speed as well as unreasonable increase of the price of internet access. It was also criticized for having other legal websites being mistakenly banned (with the numbers cited as 10,000 websites mistakenly banned in every million), as well as not being effective in protecting children from accessing inappropriate materials as the filter does not cover file-sharing services such as BitTorrent, which may allow children to bypass those rigid and inefficient system.

Source: Australian IT [71], No Clean Feed[72]

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Mandatory Internet Filtering

Since October 2008, the governing Australian Labor Party has proposed to extend Internet censorship to a system of mandatory filtering of overseas websites which are, or potentially would be, "refused classification" (RC) in Australia. Content that has been classified as RC includes, aborigines, abortion, anorexia, or laws governing the sale of marijuana as well as media reports or medically related information on these subjects. This means that internet service providers would be required to block access to such content for all users. As of June 2010, legislation to enact this policy still has not been drafted. For more information on classifications, please visit the Australian Classification Website.

The obligatory filter, if implemented, would make Australia one of the strictest democracies as far as Internet regulation goes. The Australian communications regulator says it will fine people who hyperlink to sites on its blacklist, which has been further expanded to include several pages on the anonymous whistle blower site WikiLeaks. WikiLeaks was added to the blacklist for publishing a leaked document containing Denmark's list of banned websites. ACMA's blacklist does not have a significant impact on web browsing by Australians today but sites contained on it will be blocked for everyone if the government implements its mandatory internet filtering censorship scheme.

The Australian public has reacted badly to this filtering system. A poll of 20,000 Australians conducted by Fairfax Media in December 2009 showed that 96% of those respondents strongly opposed to this bill. An “Internet Blackout” day occurred on January 28 2010, where hundreds of Australian websites participated in this initiative to display their opposition against this filtering system.

Sources: Electronics Frontiers Australia [73]

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Controversies

Internet Filtering Opposition

The Government has been enforcing on certain list of websites that should be banned. This blacklist of websites include child sex abuse, sexual violence and instructions on crime that is seen as unacceptable in this civilized society, particularly to protect the safety of young children. The controversy started with the leak of an earlier version of the Government’s top-secret list of banned sites in March 2009, revealing that the scope of the filtering could well extend beyond child porn. About half of the sites on the list were not related to child porn and included a slew of online poker sites, YouTube links, regular gay and straight porn sites, Wikipedia entries, euthanasia sites, websites of fringe religions such as satanic sites, fetish sites, Christian sites, the website of a tour operator and even a Queensland dentist.

Source: The Sydney Morning Herald [74]


Australia's #1 PC hardware community Overclockers Australia has created a Wiki page OCAU Wiki to petition against censorship issues in Australia. The website contains discussion about Australia's internet filtering, which includes a petition by Electronic Frontiers Australia where Australia's internet users rally against mandatory internet filtering policy.

According to a poll by Overclockers Australia, 97.53% of the voters are against the mandatory internet filtering proposal whereas only a minority of 1.14% supports the internet filtering policy.


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Recommendations

Top 5 Strategies for Individuals

With the increased proliferation of social media tools, many people are juggling more than one online profile. It becomes harder to manage multiple online profiles.


Zachary Sniderman suggests five easy ways for individuals to manage and clean up their online identity.


Be Consistent

First, you should make sure that your profiles are consistent. This includes your bio page, profile picture, and tone of voice. “Consistency is important,” said Dan Schawbel, managing partner of Millennial Branding, “If you’re “Matt” on one site, you better be “Matt” on every other site.” This way, viewers can easily follow you across diverse platforms. Similar writing style and fonts used can also help create a consistent online identity.


Find Your Brand

Build your online reputation according to the way you want it. This means using a basic bio that can be shown and understood across different networks such as LinkedIn and Twitter. Different content can be posted on different networks because of the diverse audience groups. Whether you want to be known by your real name (recommended) or a pen name, your name should be unique and representative of you. And once you’ve chosen your online name and brand, try to stick with it. It’s hard to build a reputation if you keep changing because your audience will find it difficult to identify with you.


Own Your Name

Google.png

A simple Google search can help you monitor your progress. It pays to know what is showing up when your name is being searched on, so that you can prevent incidents that may tarnish your online (and even offline) reputation. You can also actively set up inbound links between your profiles to optimize your Google search rankings. The ultimate aim is to maximize your search engine optimization (SEO) results so that someone searching for your name can have a good grasp of who you are within the first 10 results.

Get A Little Help

Ping.png

Many web tools are freely available to help you monitor or update your online presence. Multi-platform dashboards like Ping.fm, Tweetdeck, or Hootsuite allow you to update your online identity all from a central hub.

Also, Google Alerts can show you which sites are benefiting you the most. Alerts will help you keep a pulse on buzz around your name. You can manually track which sites are most referenced by adding small markings to your profile pictures. For example, by adding Twitter logo to your Twitter profile picture, you can see when your Twitter profile is linked to.

Be Yourself

The most important tip is to be yourself. Ultimately, people are connecting with you because of who you are. Schawbel recommended being selective with your networks and genuinely connecting: “If your Twitter handle or Facebook page is your name, it has to come from you.” Only by being genuine would you be able to build strong online networks and relationships.

Source: Mashable [75]

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Top 5 Up & Coming Digital Media Tools

Barb Dybwad talks about ten of the best social media tools for entrepreneurs. Here are the top five.


Google Apps for Domains

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To set up an office with networking and computing equipment is costly enough even before including the software and maintenance components. Entrepreneurs can cut costs in the latter department in the area of office staples: calendars, email and the office suites businesses need in order to prepare documents, spreadsheets and presentations.

Google Apps for Domains can handle custom email addresses at your own company’s URL. This saves more costs by removing the need for an IT staff to set up and maintain your mail servers. While Microsoft Office used to be one of your only choices for producing documents, Google Documents now handles document, spreadsheet and presentation comes with the ability to share with colleagues without having to email documents around.




LinkedIn

From hiring to networking to participating in group threads, LinkedIn is a powerful social network for entrepreneurs and professionals alike. This avenue is useful for discovering potential job candidates (with a reported 75% of hiring managers using it over Facebook and Twitter), as well as staying connected with your network and extending it.


Basecamp

If you’re like most start-ups trying to keep on top of your projects and the messy details, both internally as well as with your clients, partners, and customers, this project management tool will be useful.

Basecamp from 37signals is a cost-effective web-based tool for project management and collaboration. It contains to-do lists, file sharing, milestones for important due-dates, blog-style messaging and wiki-style writeboards. Basecamp can integrate with the group chat tool Campfire, with basic plans for small businesses starting at $24 a month.


Facebook

Facebook.png

Especially in Australia, your business should ideally have a presence on Facebook, the social networking giant. It is a powerful tool for building relationships, raising the profile of your brand, and targeting your customer groups. You can connect directly to potential clients with its robust and comparatively low-cost advertising platform. It also has optimization tools that help you target your advertisements effectively by giving you details on the people who responded.

Twitter

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Twitter is another useful tool for your business. Besides increasing the chance of customers knowing about your presence, it can also help you find out more about your customers and if they are talking about your company or your products. If they are indeed talking about you, you can use this tool to engage them by understanding their needs and experiences, and then possibly showing them what you can do to help. It is also useful for receiving feedback and providing customer service, especially for customers with negative experiences. Most importantly, this comes at a low cost.

Source: Mashable [76]





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Hear from the Experts

Interview with Keith Keller

Digital Media in Australia - Keith Keller


Keith Keller

  • Global Social Media Strategist
  • Creator of The http://www.globalsocialmediacoaching.com/Social Media Money Tree audio series]
  • Career Change Coach and the co-creator of the widely acclaimed Internet radio show Career Success Radio
  • Top 1% of the world's famous Tweeter






Interview with Cara Pring

Digital Media in Australia - Cara Pring


Cara Pring

  • Social Media Specialist, Blogger & Speaker
  • Creator/Founder of The Social Skinny
  • Social Media Adviser at Qantas


Successful Social Media Cases Studies

Tourism Australia

Following its huge success with its best job in the world social media campaign, Tourism Australia has continually produced effective social media campaign. Its latest campaign was short film media initiative Project: 12, which led it to reach its milestone of 2 million viewers. The short film was created overnight featuring footage downloaded by Sydney revellers sharing their New Year’s Eve experience via an iPhone app created specifically to mark the year- end celebrations.[77].

After the launch of the campaign, Tourism Australia’s Facebook fan base increased by 85,000 fans in three days, with the film viewed by almost 400,000 people.

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Australian Bank Nab

The National Australian Bank (NAB) started a massive marketing campaign on February 14th 2011 with a controversial tweet.

“Sooooo stressed out. Have to make a tough decision and I know I’ll probably hurt someone’s feelings! Arrggghhh.”

The tweet was successful in grabbing the attention of many who thought the tweet to be a mistake made by the bank employee. This assumption was later proved wrong when 60 videos of NAB employees breaking up with other bankers in the country were posted on YouTube and a full-page ‘dear john’ letter was published on newspapers the very same day.

The campaign soon became the number one trending topic on twitter across Australia with over 100,000 + visits to their break-up blog. It also went on to win the Cannes Lion 2011 award for best use of media relations.

Following the campaign-

NAB is now ranked #1 in customer service surveys, up from last place.
79% increase in home loan inquiries.
50% increase in credit card applications.
20% increase in new accounts.

For more information about the campaign, visit NAB on YouTube or their blog.

Source: National Australia Bank [78]

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Domino’s Pizza

Domino’s crowd sources to create world’s first social pizza

In 2009, Domino’s faced a social media disaster when 2 of its employees pulled a prank, videotaping themselves making nasty sandwiches. They posted the video on YouTube leading to negative publicity causing Domino’s reputation to suffer greatly.

Following the incident, Domino undertook a series of social media campaigns to turn round its image. Its latest campaign that started on March 19 is a weeklong campaign aimed at getting its fan to create their pizza. Facbook fans will vote for their favourite crust, sauce and toppings on successive day, eventually leading to the creation of the final pizza that will be featured on Domino’s menus. Fans also stand a chance to win a cash prize of $1k for naming the pizza.

Domino’s has cleverly leveraged on its 500,000 fans and successfully engaged them in its latest social media campaign. Through this campaign, it has found a great way to collect feedback from customers regarding its product. Allowing its fans to partake in this decision making process sends the message that Dominos values the voice and input of its customers.[79]


Source: Domino Social Pizza Campaign Case Study [80]


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