Pacific Shift – Crucial digital developments and key trends in the South PacificAUT – Project (R)evolution Conference30-31 August 2012

Chair: Jennifer Duval-Smith, Executive Director, Social@OgilvyPanel: Iulia Leilua

Kalafi MoalaKaraitiana Taiuru

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Parris Goebeland ReQuest

from Penrose to American Idol via Youtube

Introduction to the panel

Chair: Jennifer Duval-Smith, Panel: Iulia Leilua

Kalafi MoalaKaraitiana Taiuru

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Is social behaviour tribal?Face to face or moving together towards a common cause?

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Access to digital social and digital South Pacific platforms

1. Maintains familial connection and cultural practice over geographic distances

2. Enables cultural, creative and artistic expression

3. Allows people to have a voice and supports democratic participation

4. Supports economic development

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The Kumara VineMaintaining contact via technology to overcome the tyranny of diaspora

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Preserve and grow cultural expressionAccess to resource and tuition

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He tangata!Digital participation gives a (lower cost) voice to the people and enables greater democratic participation

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Blogs, Facebook and Twitter have changed how Papua New Guineans involve themselves in the political process.

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Supporting economic development• Efficiency• Leverage

resources• New investment

opportunities

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Access is an issue• To income• To devices• To broadband• To electricity

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Country Facebook Users

% PopulationPenetration

Australia 11,446,120 53.85NZ 2,220,160 52.99

Fiji 176,740 18.71PNG 109,660 1.85

New Caledonia 100,200 44.06

French Polynesia 91,620 31.92Solomon Islands 16,320 2.74

Samoa 15,180 6.90

Tonga 14,500 1.99

Vanuatu 8,700 3.98Kiribati 3,460 3.07

Penetration is directly linked to infrastructure/ the cost of broadband

Source: www.socialbakers.com

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Monthly spend on broadband use as a percentage of average monthly income in the Pacific

Source: http://www.strategies.nzl.com

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So mobile uptake has been greater• New suppliers• Rise of android• Cost of data• Role of txt

Panel discussion

Appendix

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You Tube Clip from http://www.youtube.com/user/americanidol

Image of Parris Goebel from http://pacificeyewitness.com

Tribal behaviour and social media articlehttp://www.psychologytoday.com/blog/wired-success/201101/is-social-networking-changing-tribal-behavior

United nations report on mobile and internet connectivity in Asia Pacific 2011 http://www.unescap.org/stat/data/syb2011/IV-Connectivity/ICT.asp

Internet access and affordability/mobile use in the Pacific Islandshttp://www.strategies.nzl.com/wpapers/2012014.htmhttp://www.strategies.nzl.com/wpapers/2012011.htm

Social media shines as new star in PNG political processhttp://www.pmc.aut.ac.nz/articles/social-media-shines-new-star-png-political-processhttp://masalai.wordpress.com/http://www.sharptalkpng.org/

Social networks in Fijihttp://www.pmc.aut.ac.nz/pacific-media-watch/2011-02-28/fiji-social-networks-national-influence-growing-fastttp://

Mobile in Papua New Guineawww.pmc.aut.ac.nz/research/mobile-phone-new-communication-drum-papua-new-guinea

Rresources

Contacts

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Jennifer Duval-SmithExecutive DirectorSocial@OgilvyAucklandt @jduvalsmithm 021 803 181e jennifer.duval-smith@ogilvy.co.nz

Contact:

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About Social@Ogilvy

Earned

OwnedPaid

Who we are:• A global team of social

communications specialists• A team of 9 in New Zealand• Sits within the PR function at

Ogilvy New Zealand

Our focus:• We drive online word of mouth

to create earned media for brands

What we do:• Social media monitoring and

reporting• Influencer engagement• Digital and media relations• Community management• Digital crisis management

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550+ Social Specialists(over 4000 Digital Specialists)

35 Countries Worldwide

Awarded The 2011 Global SABRE for Outstanding Global Digital/Social Consultancy

Global Team