Digital Media in New Zealand

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New-zealand-flag.gif
New Zealand (Aotearoa in Māori) is an island country in the south-western Pacific Ocean comprised of two main landmasses - the North Island and the South Island - as well as numerous smaller islands. It has a population of 4.3 million, a GDP of U.S $158 billion as of 2012 and ranks 5th on the Global Human Development Index (HDI). [1] As of 2011 there are 3.028 million internet hosts in New Zealand, placing it at 34th in the world in internet connectivity.[2] Recently, the country's government has taken steps to facilitate the adoption of digital media among New Zealanders, as exemplified by its $1.5 billion Ultra-Fast Broadband/Rural Broadband Initiative[3]. The plan outlines national targets for 97% of New Zealand homes, schools and business to have access to fast-broadband speeds and highlights the government’s commitment to ensuring that New Zealand has the necessary infrastructure in place for continued development of its e-government, e-commerce and digital media sectors so that it may keep pace with similar developments across the world.[4]


New Zealand Digital Media Infographics

Digital Media in New Zealand

Digital Literacy

Internet Penetration

Market Overview
New Zealand is one of the most culturally dynamic countries in Asia Pacific, as well as one of the most advanced and connected countries in the region. With over 3.6 million New Zealanders on the web, the country has an Internet penetration rate of 85.4% as of 2011.[5][6] These figures have seen an increase of 336.8% since 2000.[7]

New Zealander internet usage, at 19.4 hours per visitor per month, is notably above the Asian-Pacific average of 16.4 hours. The distribution of Internet usage across age groups is fairly even, with the 15- 24 year olds constituting 20%, the 25-34 year olds constituting 21%, the 35-44 year olds with 19th, the 45- 54 year olds with 17% and the 55+ with 23%.[8]


Average Time Online Asia Pacific 2010 ComScore Media Matrix .png
Internet Population Age Distribution Asia Pacific 2010 ComScore Media Matrix .png


Broadband Penetration

Broadband Penetration Net Increase by Country, June 2009-2010. Source: OECD
Total Wireless Broadband Subscription in millions, June 2010. Source: OECD
Fixed Broadband Subscriptions per 100 inhabitants, per technology, 2010. Source: OECD

New Zealand is ranked #3 amongst the 30 OECD countries in terms of broadband penetration rates, 3rd to Switzerland and Luxemburg. Its penetration growth rates per 100 subscribers are 2.57.

Due to their small population size, New Zealand is ranked #27 out of the 30 OECD countries for having a total of only 1,048,518 fixed broadband subscriptions. They are ranked #17 by the number of fixed (wired) broadband subscriptions per 100 inhabitants.[9]

The distribution of New Zealand’s Fixed (wired) by technology subscriptions can be seen below:

Source: OECD
Technology Subscription  % of Internet Users
DSL 23.0%
Cable 1.5%
Fibre/Lan 0.1%
Other 0.0%
Fixed Wireless & Satellite 0.0%
Total 24.5%

Much of the country's success in building its digital media capabilities is due to the implementation of two broadband initiatives by the Ministry of Economic Development: the Ultra-Fast Initiative and Rural Broadband. [10]

Ultra-Fast Initiative
The New Zealand government aims to accelerate the roll-out of ultra-fast broadband to 75% of New Zealanders through the Ultra-Fast Initiative. Alongside private sector investments, it will also support up to $1.5 billion in investments to further develop New Zealand's broadband connection, directing it to become an open-access infrastructure. With the recent announcement of the 2011 Budget, the government will provide $28.2 million to allow schools to connect to the Ultra-Fast Broadband network.[11]

Rural Broadband
Through the Rural Broadbrand initiative, the Ministry of Economic Development aims to achieve two key objectives in rural New Zealand: (i) Improving coverage of fast broadband services so that 97 % of households and enterprises are able to access broadband services of 5 Mbps or better and; (ii) installing ultra-fast broadband to 97 % schools.

Quoting ICT Minister Steven Joyce, "These are significant milestones that now see us moving into implementation of our vision for New Zealand’s digital future."[12]


Fastest Growing Social Activities, comparing 2007 to 2010. Source: Nielsen’s 2010 New Zealand Social Media Report[13]

Internet Consumption
Online New Zealanders are increasing their participation in social media at a rapid rate, with content sharing the most popular social media activity.

It was found that 81% New Zealand Internet users sent or shared a photo in the past year, 75% posted (uploaded) photos online and 73 % sent or shared a link. The biggest increases in social media usage were reading wikis (up 26 % points), updating and creating social networking profiles (up 17 points and 16 points respectively) and looking at others’ social networking profiles (up 16 points).

As of March 2011, the proportion of New Zealand Internet users who say they use the Internet for 20 hours or more per week is currently 20.6%. [14]


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Mobile Penetration

Total Mobile Retail Revenue, 2009/2010, New Zealand, Source: Commerce Commission[15]

Market Overview
There are three mobile network operators in the New Zealand market. Vodafone operates a nationwide 2G GSM and 3G UMTS27 network. Telecom operates a nationwide 3G UMTS network (the XT network), as well as its legacy CDMA network.

The third operator, new entrant 2degrees, operates a 2G GSM network and 3G UMTS network. 2degrees provides coverage using its own cell sites in Auckland, Wellington, Christchurch and Queenstown, and relies on roaming via Vodafone’s GSM network to provide coverage outside these areas.

Data from the Annual Telecommunications Monitoring Report 2010 by the New Zealand Commerce Commission, shows the growth of mobile retail revenue has slowed in recent years with no change in total mobile retail revenue reported for 2009/10.[16]
The report also indicates that Mobile voice traffic per subscriber in New Zealand remains amongst the lowest in the world. As shown in the graph, on average, a New Zealander makes an average of 79 minutes of voice calls per month compared to 120 in Australia and 198 in the UK. New Zealand is near the bottom of the heap, along with the impoverished nations of Tanzania, Lesotho and Azerbaijan. According to The National Business Review, the figures may indicate that all thought they've got cheaper, voice plans are still too expensive, dissuading New Zealanders from calling on their mobiles as much as those in other developed countries.

Mobile Subscribers
As of June 2010, there were 4.7 million active subscriber in New Zealand, which equates to a penetration rate of 108%. The subscriber figures give a market share of 50% for Vodafone, 42% for Telecom and 8% for 2degrees.

Mobile revenues
Voice revenues from mobile networks have been declining in gradually as data revenues have grown remarkably. However, mobile voice revenues in New Zealand are still around double mobile data revenues (as seen in figure 28).

Figure 30 indicates that mobile voice traffic per subscriber in New Zealand remains amongst the lowest in the world an average of 79 minutes of voice calls per month compared to 120 in Australia and 198 in the UK." New Zealand is near the bottom of the heap, along with the impoverished nations of Tanzania, Lesotho and Azerbaijan - indicating that all thought they've got cheaper, voice plans are still too expensive, dissuading Kiwis from calling on their mobiles as much as those in other developed countries.

Mobile Voice and Data Revenue Trend, New Zealand. Commerce Commission[17]
International Average Mobile Voice Usage, New Zealand. Commerce Commission[18]



Mobile Data
Mobile broadband has been gaining popularity in recent years with the deployment of higher-speed data technologies by the mobile network operators. SMS continues to be the major source of mobile data revenue for New Zealand mobile operators but that mobile broadband revenue is growing more strongly as the penetration of smart phones increases.

Top 8 Mobile OS in New Zealand, April 2009-2010. Source: StatCounter Global Stats

Smartphones

The New Zealand Commerce Commission indicated in its annual report that “smartphones have transformed the way in which consumers use data services on mobile devices. Telecom reports over a 200% increase in mobile data usage in the last financial year.” In April 2011, Gartner came up with an overall smartphone forecast for New Zealand. Sales of smartphones (open OS devices) will account for 50% of all mobile handset device sales in 2011, and are expected to surpass 1.3 million in 2015, when they will account for 70% of the total mobile device market.

According to statcounter, by April 2011, the most popular Mobile OS in New Zealand is iOS (67.72% market share), followed by Symbian (11.61%), Android (9.35%). In comparison with the global figures, top three operating systems remain the same. The rankings, however, are different . The statistics by Canalys, which were based on shipment figures, indicated Google’s Android had become the global leading mobile platform in Q4 2010. By the end of 2010, Google took 32.9% market share globally with its Android OS, OMS and Tapas platform variants. Nokia's Symbian took the second place with 30.6%, followed by Apple's iOS at 16.2%.[19]

Worldwide Smart Phone Market Q32009-Q42010. Source: Canalys Estimates 2011[20]


Trends in smartphone market[21]
Employees increasingly insist on using their own alternative devices at work. The trend is the result of the growing varieties of smartphone devices and their operating systems entering the New Zealand market. According to Peter Macaulay, IDC consultant, people are becoming more religious about their choices of mobile. Companies, under such pressure, have to accommodate their employees' preferences of smartphone devices, both for work and pleasure. Macaulay further explained: "'Where historically we've had devices which were used for business being owned by the business and given to the staff to use, we're now seeing staff bring their device in and technical people are now expected to connect that device up. The trend is called Bring-Your-Own (BYO) in Australia and was reportedly under consideration by companies such as Woolworths and Commonwealth Bank, Both of which have been providing Blackberry to their employees as the only acceptable smartphone device. This in turn could have negative efftects to Blackberry devices, which has always been considered as the "all-in-one solution" for businesses. The trend is young in New Zealand, but inevitable said Macaulay.

Mobile Access to the Internet These are the 2009 figures of mobile access to the Internet in New Zealand:

Source: Household ICT 2009 [22]
Recent Internet Users ('000) Total Mobile Access Using Cellular Using Wireless
Male 1,298 29 20 17
Female 1,379 22 15 12
Age: 15-19 298 35 25 17
Age: 20-24 282 40 27 24
Age: 25–29 257 34 25 18
Age: 30–34 243 31 24 17
Age: 35–39 269 25 19 14
Age: 40–44 268 24 18 14
Age: 45–49 265 19 14 12
Age: 50–54 230 19 11 13
Age: 55–59 189 18 10 12
Age: 60+ 376 9 4 6

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Digital Media Platforms

Blogs

The blogosphere in New Zealand is a small but highly active community. There exist directories dedicated to listing and ranking of blogs in New Zealand such as Public Address and Open Parachute.

Here are the top 10 ranked blogs on Open Parachute in April 2011:

Source: Open Parachute, April 2011 [23]
Rank Blog Visits/Month Page Views/Month
1 Kiwiblog 241150 329623
2 The REAL Steve Gray 144663 228205
3 Throng New Zealand 118996 239632
4 NewZeal 111998 158013
5 The Standard 74579 253750
6 The Dim-Post 68923 138088
7 Sciblogs 50463 77698
8 No Right Turn 40786 53845
9 Here comes the sun 40529 68808
10 TUMEKE! 32568 37635



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Microblogs

Twitter

Twitter.jpeg

Launched in 2006, Twitter continues to grow from a very small but highly engaged New Zealander user base. According to ComScore, Twitter’s reach grew from 0% in Nov 2008 to 8% in May 2010.
According to findings from Nielsen’s July 2010 Social Media Report [24], 27% of New Zealanders have visited Twitter and 11% have created a Twitter profile. Of Twitter’s user base in New Zealand, 44 % say they have ‘followed’ companies or brands via the site. New Zealand companies are also jumping on the Twitter bandwagon, with close to 30% of marketers saying that their company has established a presence on Twitter.[25]
Looking at a global usage of Twitter, New Zealanders are well represented in the number of Twitter users given its small population size. It ranks 18th globally with 0.47% of the Twitter users being New Zealanders. The adjective “highly engaged” New Zealander Twitter base can be seen in the adjacent table, showing that New Zealand ranks 14th with the total number of tweets its Twitter users contribute. Some of New Zealanders most influential and most followed Twitter users are definitely their Prime Minister, John Key.

% Twitter User & % Total Tweets Contributed by Country, Sysomos Resources

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Social Networking Sites

One of the most popular online activities in New Zealand is social networking and its popularity keeps growing. As of June 2010, New Zealand had the 4th highest percent of Internet users visiting a social net working site at 88%.[26] What’s more impressive than the sheer volume of traffic to social networks is the amount of time New Zealanders spend on these sites. They spend an average time of 4.1 hours on social networking sites, about 18.7% of their total online time.[27]

Most popular Social Media Websites comparing 2007 to 2010. Source: Nielsen’s 2010 New Zealand Social Media Report [28]
Percent of Internet Users Visiting a SNS. Source: comScore Media Metrix, June 2010 [29]

42% of online New Zealanders are interacting with companies via social networking sites, reinforcing notions that New Zealanders are open to engaging with brands and companies online. Social media is also playing an important role in product and service purchasing decisions – 44 % have published opinions specifically about products, services and brands while 73 %have read other consumers’ product opinions online.



Facebook

Facebook icon.jpeg
Breakdown of FB Users in New Zealand. Source: Social Bakers.

Facebook has overtaken Bebo to become New Zealand's most popular social networking site with 79 % of social networkers naming Facebook as their main social networking platform.[30] The number of active New Zealanders on Facebook reached its peak on 1st May 2011 with 1,895, 660 active Facebook users, a penetration rate of 56.42% of New Zealand’s online population and 44.99% of its whole population.[31] On average, New Zealanders spend 14% of their time on Facebook.

New Facebook Users in New Zealand Feb-April 2011. Source: Social Bakers

Referring to the Social Bakers graph on the right, almost half of the New Zealander Facebook users falls within 18 - 34 years of age with 25% making up the 18- 24 years age group and 24% falling within the 25-34 years age group range. Zooming in on teenagers, 84% of the 1800 teenagers polled by the national CensusAtSchool by revealed that they have a Facebook page in a survey done in April 2011.

Facebook in New Zealand has seen a growth of 7% from August 2010 and will see significant grow from New Zealanders of age 18 – 44 as illustrated by the Social Bakers graph, which shows the number of new users in the past 1 to 3 months.

A Jan 2011 poll conducted with 750 respondents by New Zealand’s Herald revealed that nearly 50 per cent of those who have a Facebook profile admit they check the internet site daily, with 14.3 per cent conceding they are addicted to the social networking medium. 46 % of the respondents thought the site had improved the way they communicate with others. [32]
Bebo

Bebo icon.jpeg

Bebo was the most popular Social Network in New Zealand until May 2008 when Facebook took over from then on. Bebo attracted 2.16% of visits to Social Networking and Forums websites in New Zealand during March 2010, and still ranks as the third most popular website in this category (behind Facebook and YouTube). Bebo declined significantly in visits by 67% compared to the same month last year. One main reason for Bebo’s decline was the case of privacy breach by New Zealand ISP.

Inadvertent privacy breach by New Zealand ISP
On May 21, 2008 some users in New Zealand were temporarily given full access to other users' accounts.[33] Various users logged in under their own account were switched over to the accounts of other users at random intervals, some people gaining access to over 20 different users' accounts. People were sometimes given access to addresses and phone numbers of other members, and some took advantage of the situation by uploading pornography onto other members' accounts.[34] Bebo network engineers traced the error to a mis-configured proxy server in an Internet service provider (ISP) in New Zealand, which was later fixed.

Therefore, it came as no surprise that AOL made an announcement to sell or shut down Bebo on April 2010. AOL said that Bebo couldn't compete with other Social Networking sites at its current state, and that was the reason they was going to sell it and that they couldnt commit to taking on the massive task to keep Bebo in the social network 'race'. On June 16, 2010, it was reported that AOL had sold Bebo to hedge fund operators Criterion Capital Partners.[35] The purchase was confirmed [36] on June 17, 2010. Since they took over, Bebo has changed drastically, with many parts of the site revamped and brand new features.

LinkedIn

In.jpeg
New Zealand ranks 8th in the Internet Penetration for LinkedIn.com by Reach (%) as of March 2011.[37]

Below are the top 10 countries in Internet Penetration for LinkedIn.com by Reach (%) March 2011. Source: comScore Media Metrix

LinkedIn.com % Reach
Netherlands 26.1%
Ireland 21.0%
United States 17.6%
Canada 15.6%
United Kingdom 14.9%
Denmark 14.4%
Australia 13.1%
New Zealand 12.9%
Belgium 12.6%
Singapore 12.0%


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Video Sharing Websites

Source: comScore Video Metrix[38]

2.1 million online users in New Zealand watched online video in February 2011, representing 77 % of the total online population. [39]Google Sites led the market as the top online video property, driven largely by viewership at YouTube.com.

In February 2011, 2.1 million Internet users age 15 and older watched a total of 157.3 million online videos from a home or work location with an average viewer watching 73 videos during the month. Google Sites ranked as the top video viewing destination in New Zealand reaching more than 1.7 million viewers who watched 81.6 million videos.


Viewership at Google Sites was largely driven by YouTube.com which accounted for 81.2 million videos, representing 51.6 percent of all videos viewed in New Zealand during the month. Facebook.com ranked second with 562,000 viewers and 2.4 million videos viewed, while VEVO ranked third with 370,000 viewers. New Zealand based properties TVNZ Sites and MediaWorks NZ Limited both ranked among the top 10 video properties reaching 201,000 and 149,000 viewers, respectively.

Source: comScore Video Metrix[40]

A demographic analysis of video viewers in New Zealand revealed that although males and females account for a similar percentage of video viewers overall, males spend a significantly longer amount of time viewing online video than females. On average, males watched just over 8 hours of online video in February, while females averaged 5 hours. Males also consumed a higher number of videos on average at 85 videos per viewer, compared to females at 61 videos per viewer.

For both males and females, the 15-24 and 25-34 age segments exhibited the highest online video engagement. The 15-24 age segment for both genders was responsible for consuming the most videos on average (113 videos per viewer for males, nearly 74 videos per viewer for females), while males age 25-34 year-old segment spent the most time viewing video at 11.8 hours in February, with females age 15-24 viewing more than 6 hours of video.
Youtube

Youtube-logo.jpg

As of July 2010, 15% of mobile social networkers have accessed YouTube on their mobile. [41]. New Zealanders love engaging with Youtube, especially among the younger audience. 63% of the younger audience, aged 15 - 24 years of age frequently engaged with Youtube, 29% of them occasionally and 8% of them has never engaged with Youtube. It was no surprise that the reverse if true for those aged 65 years and above, with 54% of them never engaging with Youtube and 20% frequently engaged.

Source: iJump[42]


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Search Engines

In most markets Google is the dominant search engine by a significant margin. No more so than in NZ where, according to latest Hitwise figures, Google’s share is 92.8%. Add in the fact that YouTube, also owned by Google, is the 2′nd biggest search engine globally & it’s clear Google dominance of the NZ search market is almost total.

New Zealand Search Engine Shares[43]

Search engine market share NZ.png

The extent of Google’s dominance in other markets varies, e.g. Australia 87.3%, US 71.2%, & UK 89.43% (source: Hitwise Jan 2010). And of course there are also some notable markets, such as China, Japan & Korea where Google plays second fiddle (or lower, as in the case of Korea).


Despite this, Google overall is the #1 search engine globally. According to latest figures from Hitslink Google’s global share in January exceeded 85%. In many quarters growing concern is being voiced about Google’s increasing dominance and the associated market control it brings. Given this, the Yahoo & Microsoft combined search and advertising arrangement has just been given clearance by both the European Commission and the U.S. Department of Justice.


The hope of these regulatory bodies is that the combined strength of Microsoft & Yahoo! will present Google with a serious competitor & keep the market competitive. Whether this will be the case remains to be seen, given Yahoo’s share of the U.S. search market has been steadily declining. In January 2010, its share had dropped to just 14.63% compared to Bing’s share which had grown to 9.64% according to Hitwise. Most of Bing’s growth seems to have been at Yahoo’s expense rather than Google’s. The 10-year agreement will see Microsoft taking over Yahoo’s organic and paid search platforms, while Yahoo handles sales. In other words, Bing will become Yahoo’s underlying search engine & Microsoft adCenter will replace the Yahoo! Search Marketing PPC platform, AKA ‘Panama’.


According to a joint statement issued on Feb. 18, the two companies “hope to make significant progress transitioning U.S. advertisers and publishers prior to the 2010 holiday season, but may wait until 2011 if they determine the transition will be more effective after the holiday season. All global customers and partners are expected to be transitioned by early 2012.”

Top search engines for the industry "All Categories" in New Zealand, for the 12 weeks ending May 21 2011 by volume of searches [44]

Source: Hitwise, May 2011
Rank Search Engines  % of Volume of Searches
1. www.google.co.nz 86.90%
2. www.google.com 7.22%
3. www.bing.com 1.32%
4. nz.search.yahoo.com 0.91%
5. search.yahoo.com 0.68%

Here are the top 5 search terms for the industry 'All Categories', ranked by Search Clicks for the 12 weeks ending 21 May 2011 by volume of searchers. [45]

Source: Hitwise, May 2011
Rank Search Terms  % of Total Search Clicks
1. facebook 2.36%
2. trademe 0.96%
3. youtube 0.89%
4. facebook login 0.59%
5. trade me 0.30%

Here are New Zealand’s fastest-rising searches for 2010[46]:

  1. GrabOne
  2. Chatroulette
  3. christchurch earthquake
  4. justin bieber
  5. geonet
  6. fifa
  7. facebook login
  8. youtube music
  9. lotto results
  10. avatar

And here are our most popular searches for 2010 [47]:

  1. facebook
  2. youtube
  3. trademe
  4. google
  5. lyrics
  6. hotmail
  7. maps
  8. weather
  9. yahoo
  10. bebo


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Online Trade

Online Retail Behaviour Online retail reaches 65.3% of New Zealanders, above the Asia Pacific average of 55.9%. [48] However, they do not spend much time on such sites, only 1.5% of their total online time is spent on online shopping.

The number of New Zealanders aged 18+ making transactions online by the end of 2010 reached an all time high of nearly 1.5 million. This was an increase of over 7% ahead of 2009 and significantly, with 46 % of the adult population making a purchase online, this is nearly double the figure of 6 years ago. In addition, those who already shop online are now also buying more via the medium, with those people purchasing four or more items online in the past year increasing by 25% compared to 2009.

Retail % Reach & Retail Total Online Time, July 2010, ComScore.png [49]
Online Shoppers in New Zealand. 2001-2010. Source: Nielson Report on Online Shopping, April 2011[50]
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Most Popular Online Payment Methods – Methods ‘Ever Used’ for Online Purchases vs. Most Preferred Method; 2011 vs. Preferred Method 2010. Source: Nielson Report on Online Shopping, April 2011[51]

The reason for this surge is because 2/3 of online New Zealanders say they receive e-mail alerts from daily deal websites and a very high 40 % say they have made a purchase from such a site in the past three months. The proliferation of such websites and especially the new phenomenon of group buying sites are no doubt helping to increase the volume of purchases made online in the New Zealand market place.

Many consumers are now also being encouraged to shop online by the recent introduction of debit cards for purchasing via the web. Although the uses of credit cards are still the most popular option (50% most preferred for online purchasing), debit cards are increasingly being utilised, having grown to 19% from 11% last year for most preferred. Debit cards appear to be especially attractive to women, younger age groups and those with lower incomes who in some cases may not have access to credit cards.

Top 10 products and services purchased online, New Zealand 2011. Source: Nielson Report on Online Shopping, April 2011[52]

The most popular product and services that New Zealanders buy online from February 2010 to Feb 2011 are airline tickets, 51.1% of online shoppers have purchased an airline ticket in the past 12 months. The top airline Top Airline websites in New Zealand for the week ending April 9 2011 by % of visits:[53]

  1. Air New Zealand (www.airnz.co.nz): 41.97%
  2. Air New Zealand - grabaseat (www.grabaseat.co.nz): 14.12%
  3. Jetstar (www.jetstar.com): 9.29%


2nd most popular product purchased online are books/ magazines (30.6%), 3rd being entertainment at 28.2% and 4th being clothing/shoes/accessories at 26.8% and 5th at travel related services at 23.8%.

New Zealanders’ perceptions of online shopping have improved significantly in the past few years, and 61% of New Zealand Internet users say they find it easier to compare products and prices over the Internet. Close to half of New Zealanders (49%) find online shopping to be more convenient.

A high number of New Zealanders prefer to purchase from New Zealand online retailers as opposed to international sites, if the products or services are available locally.


Online Shopping Platform: TradeMe

TradeMe

TradeMe (trademe.co.nz) is a heavily popular Internet-Auction website amongst the New Zealanders. As of April 2011, its site stats show an average of 727,096 people visit the site each day, with 2,762,407 active members and 1,786,776 current listings[54]. Auctions include all generic items like that of eBay, as well as other notable auctions which includes a "comfort hug", auctioned in April 2005 to promote love and good feelings.[55], and a 1973 Mig 21 Fighter Jet.


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Impacts of Digital Media

Business

Connected New Zealand Initiative
Since April 2009, the State Services Commission has taken the initiative to support small medium enterprises to invest in and use digital technologies to increase productivity. Efforts include increasing the use of digital content by increasing digital literacy at the workplace. [56]

Increase in Online Advertising

Online ads.png

Total online advertising spend in New Zealand for 2010 was $257.46 million up 19.65% from 2009 ($213.89m).

For the first time, Display surpassed Search & Directories with year-on-year growth of 23.09%, thanks to the rise of internet video and social media advertising. This follows the global trend that Display advertising is now the fastest-growing internet category. Search & Directories is still the channel leader with a 36% share of total ad dollars in 2010 and will continue to hold this position while advertising dollars are transferred from the likes of Radio and Magazines and not taken from established channels such as Search which continues to return strong ROI for marketers. Display Advertising is back with double digit growth and with more sophisticated targeting, along with the rise in online video and social media, 2011 is bound to be kind once again to this channel.

The continued positive growth in digital media is no surprise when you consider the increase in time spent online by New Zealanders. There is a real confidence from advertisers that online environments do deliver on their marketing objectives. Simply put, the sophistication of digital ad-targeting technology leaves broadcast media audience segmentation tools for dead and the increased media spend in these tools proves it. Today the internet is at the core of communication and consumption behaviour. As social networks continue to develop, the internet has become a place where a brand’s reputation and image is shaped. Hence the increasing proportion of advertising budgets going to online campaigns.[57]

Engagement Challenges
According to Grant Thornton’s International Business Report, 38% of businesses in New Zealand used social media in some capacity in 2011, compared to a global average of 43%, indicating that the country’s private sector is lagging behind in leveraging social media as a means of customer-brand interaction[58]. Social media was of particular importance to New Zealand businesses due to their geographic location, Mr. Thornton said. While many were understandably preoccupied with the current economic difficulties, they should not lose sight of social media’s long term opportunites. Thornton also warned that companies in New Zealand should “Make sure that it meets your marketing and communication objectives; select the right social media for your brand and make sure you are resourced to manage and maintain your communications.”[59]

The breakdown for social media usage by companies is as follows: 30% use it simply as advertising (compared with a global result of 53%), 20% use it for recruitment purposes (compared to 43% globally), 24% for communication with customers (51% globally) and 12% for staff communications. (reference). The apparent failure to engage through social media platforms may serve as an indication that this breakdown is not favouring social media activities that are conducive to better engagement between brand and consumer.[60]

The New Zealand government has made available a set of guidelines and best practises for companies that are looking to increase the effectiveness of their social media usage here: http://bit.ly/H8Cofk

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Society

Cyber bullying amongst children
Younger children go online mainly to play online games while older children use the Internet for conducting web searches as well as for socializing via email, chat and social networking sites. About 27% of all 8-11 year olds and 55% of 12-15 year olds have social networking profiles. Social networks, such as Club Penguin are children under 8 years in New Zealand. In 2007, 20% New Zealand children have been victims of cyber bullying and the stats have increased to up to 35%. It is an increasing phenomenon that is where children are like to be either be bullied and/or become bullies themselves. And in the online world the gap between bullies and bullied is easily traversed.[61]

Privacy and anonymity Issues
In a NetSafe Convergence Generation research project which explores the experiences of approximately 1,700 high school students around New Zealand, 50% reported having posted sensitive information about themselves in public online spaces.[62] High school students reported posting a range of sensitive information on ‘open’ sites, including their: (i) Instant messenger ID or email address (30%); (ii) First and last name, OR their first name and a recognizable picture of themselves, and anything (like pictures, stories, or comments) that they wouldn’t want someone who didn’t like them to find. (30%); (iii) Mobile phone number (14%); (iv) Home address (3%).

However when looking under New Zealand privacy laws, the use of anonymity might be argued to be the ultimate expression of a right to privacy. There will however always be a tension between anonymity as a privacy right and its use to purposefully hide identity in order to engage in anti-social or criminal behaviour.

Illegal downloading
In a survey done by Synovate NZ, to assess young New Zealanders' behaviour and attitudes concerning illegal movie file sharing, they engaged 500+ respondents aged between 15 and 30 years. As of April 2010, 31% of respondents are engaged in some form of movie-downloading activity.[63] 40% of young New Zealanders have downloaded illegal copies of movies for free. 65% do not feel guilt about the artists not receiving any payment for their work. However, fewer respondents believe that illegal downloading using file-sharing programs is acceptable Also, the awareness of movie piracy arrests or charges has significantly. 71% of respondents would take notice and stop illegal downloading if being warned by their ISP. 62% would probably stop illegal downloading if their Internet connection could be suspended or terminated.

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Economy

Mobile Network Connection Growth

Globally, the average mobile network connection speed in 2010 was 215 kbps. The average speed will grow at a compound annual growth rate of 60 percent, and will exceed 2.2 Mbps in 2015. Smartphone speeds, generally 3G and higher, are currently nearly five times higher than the overall average. Smartphone speeds will quadruple by 2015, reaching 4.4 Mbps. The Cisco VNI forecast relates application bit rates to the average speeds in each country. Many of the trends in the resulting traffic forecast can be seen in the speed forecast, such as the high growth rates for developing countries and regions relative to more developed area.


New Zealand has seen a very high growth mobile connectivity, with a compounded annual growth rate of 52% for 2010 – 2015 for its average mobile network connection speeds. Currently, its average mobile network connection speed averages at 1,355 kbps and by 2015, 5,738 kbps.

PProjected Average Mobile Network Connection Speeds (in kbps) by Region and Country [64]


Government

Digital Development Group

In response to the changes and challenges of a rapidly evolving digital world, the Digital Development Group consisting of two bodies: the Digital Development Council and the Digital Development Forum was established in 2008. The group was given the task to create and implement digital strategies to further develop New Zealand’s digital media landscape.

In August 2008, the Digital Strategy 2.0 was proposed to further develop the existing digital infrastructure. This move was meant to enable connection providers to promote better choices, services and higher connection speed to their customers. It also touches upon other issues including regulation of digital broadcasting, security and privacy issues, boosting work place productivity with the usage of digital technology and the need to educate students about digital media and its tools. [65]

Political Campaigns

The Internet and social media helped shape the 2008 New Zealand General Election campaign. The Labour Party created a campaign website with a daily blog from Rt Hon Helen Clark, and extensively used YouTube and Facebook. [66]National Party Asian candidates used Facebook and YouTube to contact Asian voters.

While social media sites can help political parties connect with more people, it still requires motivation from voters. It may be easier for voters and constituents to contact candidates and MPs if they use the same online tools rather than expecting individuals to search for a way to engage with MPs online. National MP Hon Hekia Parata in the 2010 Mana electorate by-election started using social networking sites such as Twitter to broadcast her campaign activities before the Election date was announced. [67]

The New Zealand Herald reported in September 2010 that some younger voters wanted to use modern technology to access the Internet to “find one site and find out about all these people (the candidates).”[68]Local Government New Zealand established a website as “a one-stop shop for confused voters”. The website asked candidates to list their top five issues, and provided the candidate statements in the booklets which had been posted with ballot papers. [69]

Use of Facebook by New Zealand MPs

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Percentage of MPs on Facebook by Party, New Zealand, as of 2 November 2010. Source: The New Zealand Parliamentary Library
Since November 2007, New Zealand MPs have been using Facebook. It was the most used social networking site by MPS and most of New Zealand’s Green Party MPs have a Facebook account. [70] In October 2010, the New Zealand Parliamentary Library contacted MPs for confirmation of identified social media accounts and websites. By 2 November 2010, 115 of 122 MPs or their staff had confirmed websites and accounts. Out of the 122 MPs, only 13 MPs have their Facebook profiles restricted. 88% of List MPs have Facebook, while 72% of Electorate MPs have Facebook. About 76% of MPs use Facebook. All party members from ACT Party, Green Party, Independent Party and United Future use Facebook. The breakdown of MPs on Facebook by party as of 2 November 2010 can be seen on the left.

The top 2 politicians with the most ‘friends’ were the first few to enter Parliament after the 2008 General Election. This correlates with a suggestion by the international 2007 Internet and Elections Project that the new generations of politicians who have come to power using the Internet are replacing those who have spent the later part of their political careers learning to use the Internet. It can be seen that candidates with more Facebook friends and “fans” were the more popular candidates. As of November 2010, Rt Hon John Key, Hon Tau Henare, Louise Upston, Hone Harawira and Simon Bridges were the top 5 politicians with the most number of friends and Rt Hon John Key had the most number of Facebook fans at 50, 081 as of 13 Jan 2011.

MPs with most Facebook ‘friends’ as at 13 January 2011 Source: New Zealand Parliamentary Library
MP Party Number of 'friends'
Rt Hon John Key National Party 5,002
Hon Tau Henare National Party 4,998
Louise Upston National Party 3,978
Hone Harawira Māori Party 3,941
Simon Bridges National Party 3,781

While there are fewer National MPs on Facebook than Labour, ten National Party MPs had over 1,000 ‘friends’ compared to eight Labour Party MPs. The Green Party had the highest proportion of MPs (44%) with over 1,000 ‘friends.’ Senior MPs with high profiles had the highest number of Facebook ‘fans’.

MPs with most Facebook ‘fans’ as at 13 January 2011 Source: New Zealand Parliamentary Library
MP Party Number of people who ‘like this’
Rt Hon John Key National Party 50,081
Hon Phil Goff Labour Party 2,334
Hon Rodney Hide ACT Party 981
Hon Bill English National Party 691
Hon Sir Roger Douglas ACT Party 658

New Zealand MPs on Twitter

Percentage of MPs on Facebook by Party, New Zealand, as of 2 November 2010. Source: The New Zealand Parliamentary Library
As of January 2011, 43% of MPs have Twitter accounts. By the end of 2010, the Green Party 100 % of the MPs who are active on Twitter second is ACT with 80%, then the LAbour party at 45% and Labour party at 35%. The Independent, Maori and United Future MPs are not active on Twitter.


55% of female MPs have Twitter accounts, 38% of male MPs have Twitter accounts, 59% of List MPs have Twitter accounts and 31% of Electorate MPs have Twitter accounts. National MP Hon Tau Henare had the highest number of tweets while the Rt Hon John Key (Prime Minister) had the most number of followers Twitter, with 15,358 followers as of 11 January 2011, almost 7x the number of followers from the second “most popular” MP on Twitter, Hon Phil Goff, who belongs to the opposition.

Most ‘Tweets’ by MPs as at 11 January 2011 Source: New Zealand Parliamentary Library
MP Party Number of tweets
Hon Tau Henare National Party 3,087
Clare Curran Labour Party 3,083
Chris Hipkins Labour Party 1,217
Melissa Lee National Party 1,176
Hon Heather Roy ACT Party 1,129
Most Twitter ‘followers’ as at 11 January 2011 Source: New Zealand Parliamentary Library
MP Party Estimated 'followers'
Rt Hon John Key National Party 15,368
Hon Phil Goff Labour Party 2,397
Jacinda Ardern Labour Party 1,314
Metiria Tūrei Green Party 1,097
Dr Russel Norman Green Party 965

MPs are using Twitter to converse with members of their own party and MPs of other parties and most importantly with the public. MPs have more Twitter followers than their Facebook because their accounts are such that followers are automatically accepted. Many of the MPs are “creators” of new content. However, 4 National MPs, 1 Labour MP and one Green MP follow more people than they have ‘followers’.

Most influential Twitter accounts
Most followed Twitter accounts


Political Parties on YouTube

The two main ways New Zealand political parties use YouTube are through presenting clips of speeches in the House of Representatives during debates, and through presenting more casual video blogs where MPs talk about recent activity. For the year of 2010, 57% of National MPs, including Ministers, made videos especially for upload to YouTube. Labour Party and Green Party videos often appear related to a particular topic, while National Party videos often appear to be individuals creating a video log on their own Youtube channel. [71] The Māori Party has used its YouTube channel to present clips of House debates. These videos can also be found on party websites.

Thus, it can be said that the use of Youtube is more for the branding and promotion of parties rather than the individual MPs, when compared to Twitter or Facebook which are more focused on the MPs. “NZ Nats,” http://www.youtube.com/nznats, YouTube (27 September 2010) The reasons for parties to choose Youtube, other than Youtube is the 5th most visited site in NZ as of Jan 2011, is because of allows engagement with many people internationally and nationally, particularly those unable or unwilling to read party information.

In November 2010, the National Party had the highest number of video uploads, total video views and subscribers, while the Green Party ranked second. However, the Labour Party had the highest number of average views The United Future channel was created in October 2010.

New Zealand political parties on YouTube as at 2 November 2010. Source: New Zealand Parliamentary Library
Political parties Uploads Total video views Subscribers Average number of views [31]
ACT Party 37 8,082 36 218.4
Green Party 379 122,887 374 324.2
Independent Not found Not found Not found Not found
Labour Party 13 21,530 31 1,656.2
Māori Party 128 11,831 70 92.4
National Party 865 (approx.) 436,552 760 504.7
Progressive Not found Not found Not found Not found
United Future 7 346 1 49.4

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Regulations

Internet filtering

The implementation of the Internet filter in 2010 by New Zealand’s Department of Internal Affairs' (DIA) had been a controversial topic amongst netizens in New Zealand. [72] Until its meeting with the Independent Reference Group, the DIA had delayed the announcement of the filter going live on 1 Feb 2010. Issues concerned include whether ISPs should reveal the filtering of the Internet to their customers.

File Sharing

A new law against online piracy that puts the onus on everyday Internet users to prove their innocence, has just been passed under the Copyright (Infringing File Sharing) Amendment Bill on 14 April 2011.[73] If accused of piracy by copyright holders, or face files of up to NZ$15,000 or have their Internet access shut down for three months. Just to make things more interesting, individual accused of piracy are not allowed to hire lawyers. The new law, scheduled to go into effect on September 1 2011 for traditional Internet networks and in 2013 for mobile networks, is designed to curb illegal online fire sharing activity. The law represents New Zealand’s second attempt to curtail illegal file sharing in the country: it’s earlier effort, back in 2009, generated so much opposition that lawmakers shelved the idea for a later day.[74]


The new law gives copyright holder the capability to send evidence of copyright infringement to Internet service providers, accusing customers of engaging in illegal file sharing. The ISPs must then send up to three notices of infringement against their customer; if the warnings are ignored, the copyright holder can bring the matter to New Zealand’s Copyright Tribunal, which can issue fines of up to NZ$15,000 and have their Internet access shut down for up to six months if other deterrents are found ineffective.
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Controversies

New Zealand Internet Blackout

Black avatars on Twitter, Internet Blackout Protest, February 2009
During 16-23 February 2009, many New Zealanders took part in the New Zealand Internet Blackout, as a protest against the anti-piracy law Section 92A of the Copyright Act that was originally to take effect on 28 February 2009. The BlackOut protest, started by the Creative Freedom Foundation, urged all New Zealanders to replace their avatars on all internet sites with a black box to illustrate what the internet could look like following the law change.[75] Hashtags #blackout and #s92 on Twitter had gained high activity during the protest. The protest had also drawn international attention [76] from global heavyweight twitter user, British Actor Stephen Fry, with over 200,000 active followers then. In support of the protest, he blacked out his Twitter photo avatar and changed his biography to read: "I'm blacked out: Stand up against "Guilt Upon Accusation" for New Zealand http://creativefreedom.org.nz/blackout.html.”

Some big name blogs like Public Address, Scoop, Kiwiblog, The Standard, No Right Turn, Frog Blog, Whale Oil, Not PC, No Minister, Just Left, The Hand Mirror, Roar Prawn, Policy Net, Kiwi Politico and a multitude of other sites including Scoop News, PublicAddress.Net, Throng, GeekZone, and Street Talk also took part in the protest.[77]

On February 23 2009, John Key announced that Section 92A would be delayed until March 27. [78] On Monday, March 23, it was announced that Section 92A would be removed and redrafted.[79]The success of the online protest had spurred some Australians to have their own Internet Blackout against the “internet filtering” and “secret blacklist” during 23-29 January 2010. However, on 14 April 2011, the New Zealand managed to pass the Copyright (Infringing File Sharing) Amendment Bill as part of the emergency legislation dealing with the Christchurch earthquake, causing a second round of online protests.
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Recommendations

10 Essential Follows

Twitter

Twitter Account Description
Michael Kozarski Michael Koziarski is a software consultant specialising in Ruby on Rails, which is an open-sourced web framework. He also specialises in database architecture, web businesses and object oriented design. He is now the top twitter account in NZ with 252,426 followers. Michael is also a contributor to The Rails Way, where he talks about technology. He lives in Wellington, New Zealand.
Simon Young Simon Young is the director of Social Media Consultancy together with his wife, Marie Young. They live in Auckland, New Zealand. He currently has 1,667 followers, and has clocked 3,889 tweets in his new account. Simon uses his Twitter account to connect with friends as well as with stakeholders of his company.
SocialMedia_NZ An online publication that covers how social media and technology impact our society, which attracts 16,720 followers as of 31 March, 2012.


Blog

Blog Description
Kiwi Blog Kiwiblog is the personal blog of David Farrar, who blogs on any issue or thing he finds interesting, which is now mostly politics, but also quite a bit on technology and the Internet. Kiwiblog gets around half a million pageviews per month. David normally blogs six to eight items a day and often gets 500+ comments a day with around 6,500 registered commenters.
Throng New zealand A website dedicated to NZ television which provides summary and feedback on all the major TV shows and general commentary on television issues. This is the kind of site that a broadcaster should want to have a great relationship with.
Geekzone New Zealand's most popular technology blog.


Forum

Forum Description
New Zealand Boards New Zealand Boards is a forum at which a wide range of topics are discussed. These include entertainment, food, news, and travel. Among the many discussion rooms hosted at the forum is one that is devoted to ‘controversial’ topics – Nihs Nasty Board. As of March 2012, post number is in the thousands .
ENZ At the forum ENZ, people looking to emigrate to New Zealand and people who have emigrated to New Zealand discuss issues related to immigration. Some of the more popular issues being discussed are the immigration process; real estate; jobs; taxes; healthcare; and education. As of March 2010, posts number in the tens of thousands.


Video Channel

Video Channel Description
Business.govt.nz The New Zealand government business site. This YouTube channel features videos that are designed to help one start, manage or grow his/her business. As of March 2012, video views reach 3,285.


RSS Feeds

RSS Feeds Description
Stuff.co.nz National news, world news, sport, technology, entertainment and business news from Fairfax Media. As of March 2012, there are 3,249 subscribers.

7 Digital Media Trends to Watch for 2011

Anyone can expect a “Winner Takes it All” situation when it comes to social media platforms. The 5 forces the shaped the 7 digital media landscape are mobility and new platforms, localization, content is fragmented, everything is social and new business models.[80]

  1. Increase in Businesses Implementing social media
  2. Increase in mobile internet access
  3. Increase in using TV to serve the Internet
  4. location based services the core of new business
  5. Klout for the use in businesses
  6. Tablets for digital printing
  7. Decrease in the use of Twitter and Facebook


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Case Study

New Zealand Airline: Social Media Success

Concept

The concept behind Air New Zealand’s social media strategy is to think differently. The approach taken is very unconventional. The most successful videos are their Safety Videos; which deliver required safety information in an unusual and original manner. [81]

They have invited stars and popular figures including but not limited to: Richard Simmons, Lindsay Lohan, Giuliana Rancic, Snoop dog, members of the All Blacks (National Rugby Team of New Zealand) and Rico who is the mascot of Air New Zealand.

Noteworthy videos

“Mile-high madness with Richard Simmons! #RICHROLL” earned a total of 2.5 million views on Youtube. This video was created and launched in just 4 weeks! Link: http://bit.ly/Hr1o23

“Bare essentials of safety from Air New Zealand” with body painted flight attendants and pilot earned a total of 6.7 million views on Youtube. Link: http://bit.ly/HrNrpi

“Snoop Dogg & Rico Rap Video” recieved near 650,000 views Link: http://bit.ly/H4aDb9

Achievements/ Outcomes

Air New Zealand has received great recognition for their services, they can be found here: link: http://bit.ly/H8WeYE

The website, “flying social network” generated 200,000 likes on facebook. This website provides information about future events and live streams when available.

Youtube Channel Achievements:

  • #1 - Most Viewed (All Time) - Sponsors - New Zealand
  • #2 - Most Viewed (All Time) - Sponsors - New Zealand
  • #22 - Most Viewed (All Time) - New Zealand
  • #43 - Most Viewed (All Time) - New Zealand

Lessons from Air New Zealand Digital Media Strategy

  • Being unique can gather an international audience
  • Use multiple channels to reach out to the public
  • Brand Influence is not restricted to actual business size

Guy Kawasaki on how to go viral

  1. Audiences need to choose your ad on purpose
  2. Creative needs to be solid (tell story and engage the audience)

[85]

Social Media Outlets Used with Links

Air New Zealand is in multiple social media

  • Website:

The Flying Social Network: http://bit.ly/HreFHN

  • Youtube:

Channel 1) Air New Zealand http://bit.ly/H5q3LK Channel 2) Air New Zealand TV http://bit.ly/H9DQD1 Channel 3) Air New Zealand Nothing to Hide http://bit.ly/HClJ53

  • Twitter(@FlyAirNZ):

http://bit.ly/HvgrKH

  • Facebook:

http://on.fb.me/H1tKRr

Rugby World Cup 2011

The Rugby World Cup 2011 was not easily to market and promote especially when the world plunged into a deep financial recession, which must have put a dent on ticket sale projections. Followed by two significant earthquakes that affected Christchurch, one of the main venues for the Cup. [86]The RWC organizers plunged into the use social media, to build positive buzz about the tournament and entertainments.

Official Website
Rugby World Cup Official Website has social media icons like Facebook, YouTube Channel and Twitter visible on the top third of the web page:

A Print Screen of the Rugby World Cup Official Website.


The main web site receives 159,443 unique users per month and 14, 625 page views per day. The key reason for the success of the event was its digital strategy, the integration of various channels. The purpose was to engage with the global Rugby family. Through the latest content, including video, news and discussion topics, fans will have a fully interactive involvement in the Tournament like never before.

Twitter
Rugby World Cup on Twitter (@rugbyworldcup) uses twitter stream hashtags like “#rugby” on twitter their comments. As of April 2011, its Twitter has 20,918 followers, is listed on 711 lists, had 642 tweets. It was able to reach 17,549 people via 50 tweets. The sentiments expressed in tweet were more positive than negative. Also, the number of direct re-tweets of RWC content is about half the average. The sharing of links through tweets is about twice the average, this signals that the content travels far. Some content that might interest fans include special rugby packages and special offers for Twitter users.

YouTube
The Rugby World Cup YouTube Channel started with its countdown video, “500 days to go”. Other videos on the site included interviews with team players, highlights of qualifier matches and the lastest as of May 2011, values of the Rugby World Cup. As of May 2011, its YouTube channel had 140, 109 views, 1, 528, 255 upload views and 2,269 subscribers.

A Print Screen of the Rugby World Cup Youtube Channel.


Another campaign on YouTube for the Rugby World Cup 2011 was the Speaking in Tongues campaign. This dedicated Rugby World Cup YouTube site would provide a place for all New Zealanders to welcome the teams & supporters from around the world via 30-second clips. [87]

A Print Screen of the Rugby World Cup Youtube Channel.

People who upload would be encouraged to:

  • use greetings & phrases of welcome in the languages of the visiting teams & supporters.
  • dress up in team colours of the language they are using.


Categories could also include:

  • introducing a local restaurant or tourist attraction
  • cheering on the various teams 'in the flavour' of the country (e.g. kilts /guinness for Scotland' also incorporating short chants of support (suitable for shouting from the sideline).


The beauty of Greeting our visitors on a dedicated YouTube site is that people could add clips throughout the tournament…. not just to welcome at the beginning.

Facebook
Facebook was Rugby World Cup 2011’s most heavily utilized social media tool. Facebook lets the organizers communicate directly with people who are interested in the Tournament but it also lets them talk back. Organizers felt that it is important to connect with fans all over the world. The dialogue and interaction that takes place online is enabling the organizers to create an active international community of fans.

As of May 2011, it has about 100,000 likes from rugby fans, with 350,000 fans on the page. Most of their fans come from France, UK, New Zealand, Argentina, USA and South Africa. 65 % of their Facebook fans are aged 18-34 years of age and are mostly male.

RWC Facebook Fans by Age and Sex[88].
RWC Facebook Fans by Country[89].


A Print Screen of RWC's Scrum on Facebook.

It uses Facebook’s sponsored advertisements to steer fans to its ticket purchase page. On its Facebook page, there is a “Tickets” tab to generate tickets sales and “Online Shop” for fans to purchase official merchandises such as country jerseys, caps, key chains, etc. To keep their fans entertained, the game “Scrum” was created to allow fans to interact with one another and to take sides with their home countries. Fans were rewarded weekly with prizes.

Conclusion
The main lessons learnt from Rugby World Cup 2011’s social media campaign are:

  • Don’t be overtly commercial
  • Listen, respond and facilitate discussion
  • Be authentic and avoid spin
  • Don’t over moderate
  • Take time and dollars



To find out more about the brains behind Rugby World Cup’s Social Media strategy, Shane Harmon, here’s an interview with Shane Harmon, Key Social Media Strategist on YouTube http://www.youtube.com/watch?v=CKMsVZV98RE&feature=player_embedded

Christchurch Earthquake 2010

Following one of New Zealand's largest recorded earthquakes in September 2010, New Zealanders have turned in droves to social media to share their experiencesand gain information on the natural disaster.[90]


Some social media quick facts:

  • 27,034 comments were posted on social networking sites and message boards in the six days after the first Christchurch earthquake struck
  • Twitter received the highest overall volume of posts to a public forum, with 7,206 comments related to the disaster
  • 8,170 posts were uploaded to local New Zealand message boards and forums, including Trade Me Message Boards (61%), Old School Forums (3%), Geekzone Forums (3%), Oh Baby Forums (2%) and PC World forums (2%).
  • Hashtags were widely used to associate posts on Twitter with the earthquake, especially #eqnz (1,741 posts), as well as #christchurch (355 posts) and #christchurchquake (183 posts)


How Social Media was Useful Amidst the Christchurch Earthquake

We’ve decided to document how Kiwis used social media channels to share their experiences and gain information on this unfortunate natural disaster. Social media channels explored are Facebook pages to those stranded find housing and check if loved ones are fine, Twitter (#EQNZ) for real time information, Trademe.co.nz for kind Kiwis to list their homes for rent and a comprehensive website, www.redspider.co.nz, which had all the information you need to know about the Christchurch Earthquake

Digital Media in New Zealand http://bit.ly/miyS5N


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Hear From The Experts

Mr. Martin Tomlinson

Digital Media Landscape in New Zealand

Interview with Mr. Martin Tomlinson, Client Development Director from Research now giving his opinions on the Digital Media landscape of New Zealand. He introduced us with online auction platforms like Trademe and Bebo, a social networking platform that is popular amongst Kiwis

Interview with Martin Tomlinson http://bit.ly/iGgWyY



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