australian social media case studies

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Australia: Case Studies

Australian Social Media Case Studies

Australia - Social Media and PR across AsiaSo far, Social media has not been making a large impact with Australia and many companies have yet to pick it up. There are only limited examples of such company which as of now still in the early stages of progress. Overall, the use of social media in the corporate world of Australia is still very limited. However, with such large companies starting to adapt and accept social media as a large part of their business, it won’t be long till other companies start following the same trend.

Telstra

Telstra, an Australian Telco Company has recently collaborated with the virtual world of second life. They created a group of eleven islands on which hold Australian landmarks such as the Sydney Harbor Bridge, The Opera House and the Outback. They claim that by doing this, they have created Australia’s “First major corporate presence”. As of now, there is little news on how much of a success this move is, however we feel that this is a large leap that with now persuade other companies to follow.

Telstra have been faced with controversy after their launch. A Telstra source has confirmed that they did not get the permission of the Uluru owner before putting it on the website, and now tribal elders have been voiced their opinions about using their sacred sites such as the Uluru for commercial purposes. Normally, taking pictures of the Uluru is banned and can only be surpassed with approval from the landowners. However in Second life while the visitors can’t touch the landmark, they can “virtually fly in the no fly zone and take snap shots.” There has been fear that the native aborigines will react aggressively as stated on http://www.news.com.au

Another concern that has been brought to Telstra’s attention is their fear of digital vandalism. This came about after the attack from unknown vandals that cracked Second Life’s security codes and destroyed the ABC island; their third most popular commercial site, leaving it in complete destruction.

For more information about Telstra and Second Life, please visit The Metaverse Journal.

ABC - Australian Broadcasting Commission

According to Lee Hopkins, ABC has too been increasing their usage of social media. They have been very proactive by introducing blogs, podcasts and downloadable television shows. ABC’s actions have triggered many other commercial broadcasters to also start using social media; mainly through podcast showing highlights from their most popular shows.

For more information on how ABC is using digital media, click on this Sydney Morning Herald article, ABC jumps into digital hyper drive.

Zero Coke Movement.orgCoke Zero Case in Australia

On Laurel Papworth's blog, she highlighted the Coke Zero incident where according to Wikipedia, "In Australia, the [Coke] company created a controversial fake front group to promote the product [Coke Zero], a campaign of outdoor graffiti and online spamming (which promoted a fake blog), was created by Coca-Cola and designed to appeal to its target audience. Once exposed, consumer advocates assailed the campaign as misleading and established the Zero Coke Movement.org to comment on the ethics of Coke's activities".

According to the Zero Coke Movement.org, the Coke company did not make known that the Zero campaign was theirs and employed communication tactics both online and offline to appear urban and edgy. Zero Coke Movement.org claims it calls "Coke's marketing people wankers pretending to be a grassroots movement" with this campaign. This incident was even published in Australia's The Age newspaper. Even though the Coke company did take responsibility for their "grassroots movement" pretence, Zero Coke Movement.org claims that the company has yet to apologise for the online and offline spam.

This issue was also picked up and written about by Tim Longhurst, an Australian blogger which provides a mode detailed insight into what the company has done. This is clearly a sign that Australians treasure honesty and truth in social media. Once corporatations betray the trust that has been given to them by Australians, there are severe backlash both through online mediums like blogs and anti-brand websites and even on the offline media in Australia like the newspapers. Thus, one lesson learnt form this case is that corporations need to uphold the trust that the Australian consumers place in them.

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