Digital and social media across Asia-Pacific markets

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This presentation delivered at the Lee Kong Chian School of Business in Singapore Management University provides an overview of digital dynamics in Asia-Pacific and outlines communications approaches designed to resonate with social media communities.


  • 1.The Lee Kong Chian School of Business at Singapore Management University

2. (trillion current USD)Source: Citibank Global Economic Review 3. 2010 10% 2030North America 16% 20508%29% 26%Latin America 8%45%8% Western Europe49%8% Eastern Europe6% 13% 6% 6% ME / Africa 25%7% Asia Pacific11% 19%Source: Citibank Global Economic Review 4. of the worlds top 2000 companiesare headquartered in Asia Trading 83%Technology Equipment 55% Capital Goods 53% Transportation52%Consumer Durables47% Banking 42% Constuction 39%Materials37% Source: Forbes Global 2000 listChemical36% 5. Global80%Asia40%Source: Global data from Burson-Marsteller Global Fortune 100 Social Media Checkup 2010Asia data from Burson-Marsteller Asia-Pacific Social Media Study 2010 6. 81%Global84%40% Asia 80%2010 2011Source: Global data from Burson-Marsteller Global Fortune 100 Social Media Checkup 2011Asia data from Burson-Marsteller Asia-Pacific Social Media Study 2011 7. 2010 2011 60% 31% 24%17%19% 19% 14% 8% 3% 5%Three channelsTwo channelsOne channelNoneAll channelsNumber of company social media channels used solely or in part for corporate communications & marketing purposesSource: Burson-Marsteller Asia-Pacific Social Media Study 2011 8. Multiple platforms2010 201130% 28%20% 18% 12% 12% 9% 8% Microblogs Social Networks Corporate BlogsVideo Percentage of companies with an active branded presence on each social media channelSource: Burson-Marsteller Asia-Pacific Social Media Study 2011 9. Percentage of companies with a branded presence on each social media channelAustralia 90%50% 50%China 80%90% 50% 30% Hong Kong 60% 70% 10% 30% India 70% 70%20%40% Indonesia50%40%20%30% Japan 70% 40% 70%South Korea 90%70% 90% 60%Malaysia80%100%20% 80% Philippines50%40% 10%40% Microblogs Singapore 30%30%50% Social Networks Taiwan20%40%30% Corporate Blogs Thailand70% 90% 10% 70% Video sharingSource: Burson-Marsteller Asia-Pacific Social Media Study 2011 10. traditional areas of focus6%8%Media & Influencer Relations 33%Corporate Social ResponsibilityLeadership Communications 20%Thought LeadershipCrisis/Issue ManagementRecruitment Marketing10% 23%Percentage of corporate marketing or communications posts to company social media channels across Asia-PacificSource: Burson-Marsteller Asia-Pacific Social Media Study 2011 11. In it for the long run?ActiveInactive77%62%53%54%47% 46%38% 23% Micro-blogs Social CorporateVideoNetworksBlogs Sharing Active defined as at least one post during the period July 01-15 2011Source: Burson-Marsteller Asia-Pacific Social Media Study 2011 12. Home Page Integration Social Sharing ToolsAustralia 50% 50%China 20% 10%Hong Kong 20% 30%India 50% 20%Indonesia 20%20% Japan40% 40%South Korea 70% 0%Malaysia 60% 40% Philippines30%20%Singapore 20%20%Taiwan20%20% Thailand 50%0% 13. Increasing online interest in Asian MNC contentAverage of 121,257 Likes per page Up 406% yoyGlobal average of Likes per page Up 115% yoyAverage of 7,574 Followers Up 328% yoyGlobal average of 5,076 Followers Up 241% yoyAverage of 1,856,365 ViewsGlobal average of 680,747 ViewsSource: Burson-Marsteller Global Fortune 100 Social Media Checkup 2011 14. ZZZOnline Sentiment Around Asian Corporate Brands 1% 3% 3% Mixed Positive93%Neutral NegativeSource: Burson-MarstellerAsia-PacificBased on a review of 492,838 mentions of prominent Asian brands in online forums 15. O A passive expectation of transparency is becomingan active insistence on involvementO Co-creation of communications creates consentinternally and credibility externallyO Consultation creates an anticipation of participationO Setting expectations and understanding emotionswill help ensure the best results 16. O You are important to usO We need your opinions to help inform our actionsO We are listening to you but will you be heard? 17. Make the otherperson feel importantand do it sincerelyFundamentally for better or worse this is what effective communication demands 18. O Whether or not there is listening, of course social mediaincreases the demand to be heard, regardless of meritO [Ironic that those demanding to be heard can often seemleast interested in listening!]O Me and I narcissism, lack of attention span, rampantimpatience, toxic anger and abuse aboundsO Crowdsourcing intelligence versus mob rule? 19. 1. Lust I want this2. Greed I need this3. Gluttony I must have more4. SlothI havent thought about it5. Wrath I am angry about this6. Envy I want what s/hes got; I am worth it7. PrideI am better; I deserve this 20. Would thishappen inAsia? 21. O Emotional intelligence applied to the social media arenacould be equated with social intelligence (SQ)O When contact occurs, process should be outlined andexpectations clearly set right from the startO Information and interaction preferences should bedetermined so relationships can be built in a customisedmannerO The reason a community is convened and what it is all aboutshould be articulated 22. O Elicitation of metaphors to be baked into subsequentcommunications contentO There needs to be a deliberate effort to find the birdsof a feather who flock together (aka homophily)O Each community should be designed with outputs in mindahead of the gameO Metrics should be determined, and not just vanitynumbers 23. O When people committhemselves in public tosomething, they havecreated a new imagetemplate of themselves...O People will do and saywhatever is necessary toconform with their newpublic image... 24. O Putting on digital clothes does not necessarilydemand changes in executive behaviorO Do you appear at public events? FlickrO Do you ever give presentations? SlideShareO Do you make speeches at industry events? YouTubeO Does your organization actively recruit? LinkedIn 25. O Assign people with specific ownershipO Do social media training for the teamO Program a regular rhythm of contentO Assess analytics and recalibrate at regular intervalsO Dont be pressured to be on too many platformsO Build a big brain of enduring knowledge 26. United States data fromHarris Interactive, 2012 27. 1. Design community8.Think mobile2. Shut up and listen9.Tell stories graphically3. Seek permission 10. Be present4. Know emotions 11. Act fast5. Possess a personality 12. Dont forget search6. Create content13. Share information and7. Integrate withoutcomes marketing 28. 1800s The rise of BritainThe rise of America1980s The rise of Japan2000s The rise of the Four Tigers2010s The rise of China & India 29. The Lee Kong Chian School of Business at Singapore Management University


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