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Ch04 - Online Dialogues across Cultures

Page history last edited by ym@... 13 years, 11 months ago

Ch04 - Online Dialogues across Cultures








•    First listen


To tap into online cultures, businesses need to understand the nuances of the different online cultures in different countries as well as how social media is used by different groups of people.


o    In Asia, the preference is for blogs on personal interests such as family life and hobbies – approaching this culture in a corporate-style will be less successful than tapping into the personal relations culture of that demographic.


o    Women in traditional cultures are also using blogs to express themselves online where they may not be able to in the real world, offering businesses opportunities to engage with this key group of consumers – understanding their online culture is critical to that engagement.


o    Social media (eg Facebook during the Virginia Tech tragedy) is being used in times of crisis spontaneously – how can businesses and organisations build the use of social media into their crisis communications?


o    Social media is also being used to give comfort – CarePages offers families of hospital patients an online network to share news of the patient’s wellbeing and prognosis. For businesses and organisations, building a support community in this way can bring stakeholders together.

•    4B - How to join the conversation - successes and pitfalls


o   4B-1 -  Blogs


Authentic communication; fake blogs; ghost written blogs; career/ employer issues (e.g. La Petite Anglaise; what you reveal on web is searchable by potential employers; ads)


o   4B-2 -  Social Networks

MySpace, MyRagan, Facebook, Bebo, Ning, LinkedIn; friending; engagement


o    4B-3 - Virtual Communities


Second Life and 3-D


o    4B-4 - Mobile communities


Twitter, Jaiku, Dopplr, Plazes, permission marketing; Chinese stockbroker using personal messaging to share stock tips


Ch04 Part 04B-4 Mobile Communities (Research)



o 4B-5 - Video


YouTube; mashups; book videos; JetBlue; Justin.tv.


o    4B-6 - Podcasts


Portability; creating quality content; ads


o    4B-7 - Viral campaigns


Yahoo! ad v. Heinz ads; Thresher wine campaign


o   4B-8 - Rapid Response


Need for rapid response to information about you online


Ch04 Part 04B-8 - Rapid Response


# Hillary Clinton Fact Hub


http://www.nytimes.com/2007/11/09/us/politics/09clinton.html?_r=2&th&emc=th&oref=slogin&oref=slogin - NY Times 09 Nov 2007 - Senator Hillary Rodham Clinton’s presidential campaign on Thursday introduced a Web site dedicated exclusively to the instantaneous rebuttal of charges or news reports it deems offensive or wrong.


# Univ of Florida Taser incident


http://www.youtube.com/watch?v=HgrFSHZfD1o - youtube video 17 Sept 2007


http://www.myragan.com/_forum/index.php?cat=331⊂=1359&threadnumber=377456 - MyRagan forum discussion about the PR implications


http://prnewser.wordpress.com/2007/09/20/tasers-pr-makes-statement-to-prnewsera-about-the-taser-bro/ - Taser's statement about the issue 20 Sept 2007 (3 days after incident)


http://www.president.ufl.edu/incident/ - univ statement 24 Oct 2007 (one month later) re report into the incident


http://www.johnkerry.com/2007/9/18/kerry-statement-on-florida-campus-incident - John Kerry statement 18 Sept 2007  - "“In 37 years of public appearances, through wars, protests and highly emotional events, I have never had a dialogue end this way. I believe I could have handled the situation without interruption, but I do not know what warnings or other exchanges transpired between the young man and the police prior to his barging to the front of the line and their intervention. I asked the police to allow me to answer the question and was in the process of responding when he was taken into custody. I was not aware that a taser was used until after I left the building. I hope that neither the student nor any of the police were injured. I regret enormously that a good healthy discussion was interrupted."


NOTE; It would be useful to include commentary by crisis comms expert re how the Taser incident could have been handled better; also re what organisations/ businesses need to do if a viral video recording an incident damaging to their reputation is circulating around the web - what do those businesses etc need to do to minimise such events occurring and what should they do if it has already occurred.






o    4B-9 - Collaboration and knowledge sharing


A Million Penguins; Hotspotr; use of forums for tech support eg Palm


Ch04 Part 04B-9 - Collaboration and Knowledge Sharing



o    4B-10 - Online/ Offline


Malaysian Litbloggers Breakfasts and food events; KLue magazine, Malaysia; BBC reporter reporting in various media; South West music festival and Twitter; photowalking; meetup.com

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