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Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
Asia-Pacific Corporate Social Media Study 2011 How Asian Companies are Engaging Stakeholders Online
Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
Many more Asian companies now use social media platforms
Source: Asia-Pacific Corporate Social Media Study 2011
Key take-aways
• 81% of top Asian companies have a branded social media presence – compared to 40% in 2010 • Under 20% of top Asian companies have no official corporate social media presence - compared to 60% in 2010
• Most social media channels are used for both branded product marketing and corporate communications purposes
Number of social media channels with corporate activity
2011 2010
Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
S. Korean companies are the most ‘social’ Asians
Source: Asia-Pacific Corporate Social Media Study 2011
Percentage of companies using the four major social media channel types across Asia-Pacific - 2011
Corporate use of social media channels by market - 2011 Key take-aways
• South Korean companies are the most aggressive users of social media for corporate communications and marketing • Chinese, Malay and Thai firms are also agressively using social media
Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
Southeast Asian firms have invested strongly in social media in 2011
Source: Asia-Pacific Corporate Social Media Study 2011
Corporate use of social media channels by market - 2010
Percentage of companies using the four major social media channel types across Asia-Pacific - 2010
Key take-aways
• Southeast Asian (Malay, Thai and Filipino) firms have invested strongly in social media over the past twelve months • Taiwanese and Singaporean firms continue to lag their peers and competitors in other Asian markets
Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
Asian companies prefer social networks and micro-blogs
Source: Asia-Pacific Corporate Social Media Study 2011
Top social platforms used for corporate marketing and communications
Percentage of top Asian companies using one or more of the four top social media platforms
Key take-aways
• Social networks are the most popular social media channels, though tend to be used for both product and corporate marketing • Micro-blogs are also popular, as they are easier to manage and are less dialogue-oriented • Few Asian companies are using blogs to communicate with corporate audiences
Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
Asian firms continue to lag their global peers and competitors
Source: Global Fortune 100 Corporate Social Media Study 2011
Top global social platforms used for corporate marketing and communications
Percentage of top Asian companies using one or more of the four top social media platforms
Key take-aways
• There was an 18% increase in Fortune Global 100 companies using Twitter, followed by a 14% growth in YouTube channels and a 13% growth in companies using Facebook pages • Twitter is emerging as the predominant social media platform used by corporations, although corporate Facebook pages have more “likes” than Twitter accounts have “followers”
Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
Corporate social strategies remain short-term and piecemeal
Source: Asia-Pacific Corporate Social Media Study 2011
Key take-aways
• 62% of social channels surveyed were inactive
• Companies that use social networks and corporate blogs are most committed to these channels, as they require more active management • Conversely, Asian firms that have set up video sharing channels struggle to keep them updated
Levels of corporate activity on company social media channels
Percentage of companies with active (at least one post during the period July 01-15, 2011) or inactive (with no posts or activity) social media
channels used solely or in part for corporate marketing and communications
Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
Integration of social media with corporate websites remains a low priority
Source: Asia-Pacific Corporate Social Media Study 2011
Key take-aways
• South Korean, Australian and Malay firms are promoting their social media channels most actively via their websites • Most firms are still testing social media, and fear that linking it closely to their ‘core’ online channels may increase the likelihood of loss of face
Integration of social media channels with company website
Percentage of companies promoting their branded social media channels via their corporate homepage or page sharing tools
Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
Corporate social storytelling in Asia remains in its infancy
Source: Asia-Pacific Corporate Social Media Study 2011
Key take-aways
• Use of video to tell the corporate story is thin • Companies in South Korea, Australia and India are most actively using online video • Relatively poor telecoms infrastructures has limited video communication in some markets, especially in Southeast Asia
Use of company video sharing channel
The average number of videos uploaded to a company’s video sharing channel(s) from 1-15 July 2011 (inclusive)
Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
Media & influencer outreach dominates corporate social activity
Source: Asia-Pacific Corporate Social Media Study 2011
Key take-aways
• Asian companies are focused mostly on ‘pushing’ news to users, including journalists, bloggers and other opinion- formers • Few Asian company CEOs or senior executives are actively using social media • Crisis and issues communications mostly concern customer service complaints that may escalate
Focus of corporate social media activity
Percentage of corporate marketing or communications posts to company social media channels
across Asia-Pacific during the period July 01-15, 2011
Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
Technology & telecoms companies are Asia’s most advanced social media users
Source: Asia-Pacific Corporate Social Media Study 2011
Key take-aways
• Telecoms companies are the most active users of social media for corporate purposes
• Of the industries represented, financial services are the least enthusiastic users of social media
Corporate use of social media channels by industry
Percentage of companies by industry sector using one or more of the four top social media types
Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
Approach & next steps to corporate social media
Companies considering developing and
implementing a corporate social media strategy
might usefully consider the following:
• Monitor Continuously
• Clarify Objectives
• Get Management Buy-In
• Align Messages
• Connect the Dots
• Contribute to the Community
• Participate in Times Good and Bad
• Be Prepared to Respond in Real-time
• Be Flexible
• Speak as a Human
• Don’t be Heavy Handed
• Optimise Continually
Next steps
1.Understand your Audiences
2.Assess your Communications Capabilities
3.Identify and Strengthen Gaps
4.Re-design Policies, Procedures and Toolkits
5.Communicate Employee Roles and Responsibilities
6.Cascade Learnings
Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
Methodology
This study is made available under a
Creative Commons Attribution 3.0 Unported License.
This study assesses corporate marketing and
communications activity on top social media
channels by 120 of Asia’s leading companies.
Companies were selected from the
Wall Street Journal Asia 200 Index of Asia’s
leading companies as determined by executives
and professionals across Asia-Pacific. The top 10
companies were selected per country.
The countries studied were: Australia, China,
Hong Kong, India, Indonesia, Japan, Malaysia,
The Philippines, Singapore, South Korea, Taiwan
and Thailand.
Corporate marketing is defined as: Media and
Influencer Relations; Corporate Social
Responsibility; Thought Leadership; Leadership
Communications; Crisis and Issues Management;
Recruitment Marketing.
Social media channels analysed comprised the top
social networks, micro-blogs, video sharing and
corporate blogging platforms per country – hosted
on third party platforms and/or website-based.
Data was collected in July 2011 by Burson-
Marsteller’s Asia-Pacific digital and research teams.
Accounts were considered ‘active’ if they had at
least one post by the company on or between July
1st and 15th 2011.
Of the 120 companies surveyed, 24 of them are in
financial services, 15 in telecommunications, 25 in
consumer goods, and 14 from the technology
sector.
Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
Further Information
Charlie Pownall
Lead Digital Strategist (Asia-Pacific)
Albert Pereira
President, Digital (India)
Craig Adams
Director, Marketing (Asia-Pacific)
Zaheer Nooruddin
Digital Chief Marketing Officer (Asia-Pacific)
Kelvin Lim
Digital Strategist (Malaysia)
Jinny Jacaria
Account Director (Philippines)
Steve Bowen
Managing Director (Singapore)
DaeChul Shin
Digital Associate (S. Korea)
Luna Chiang
Senior Account Director (Taiwan)
Jeremy Plotnick
Knowledge Director (Thailand)
Carly Yanco
Head of Digital (Australia)
Leon Zhang
Digital Strategy & Insights Lead (China)
Terence Yam
Digital Strategist (Hong Kong)
Salil Jayakar
Digital Strategist (India)
Natashia Jaya
Digital Associate (Indonesia)
Gosuke Kumamura
Lead Digital Strategist (Japan)
Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
About Burson-Marsteller Asia-Pacific
Burson-Marsteller Asia-Pacific is the leading
consultancy for organisations communicating in Asia-
Pacific and internationally. With a presence in the
region dating back to 1973, Burson-Marsteller today
includes 35 offices and affiliates in 16 countries
integrated seamlessly into a global network operating
in 98 countries.
Our evidence-based approach to communications
provides our clients with effective, data-driven
programs delivered through multiple channels and
focused on tangible, measurable results. Our team of
more than 700 professionals offers a powerful
combination of local knowledge, sector expertise and
global communications reach.
For more information, please visit:
burson-marsteller.asia
Our Asia-Pacific network
Offices
Bangalore, Beijing, Chengdu, Chennai, Guangzhou,
Gurgaon, Hong Kong, Hyderabad, Jakarta, Kolkata,
Kuala Lumpur, Mumbai, Pune, Seoul, Shanghai,
Shenzhen, Singapore, Sydney, Tokyo
Affiliates
Adelaide, Auckland, Bangkok, Brisbane, Canberra,
Colombo, Dhaka, Islamabad, Karachi, Kathmandu,
Kuala Lumpur, Lahore, Manila, Perth, Taipei,
Wellington
