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2011 Edelman Trust Barometer APAC

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  • (China N=375 aged 25-64; All others N=200 aged 25-64)
  • EXPLAIN THE FOUR SECTIONS OF THE CHART Trust in business in Asia and globally has remained relatively flat, despite the significant decline in trust in the united states. Trust in business has increased significantly only in Indonesia and Australia
  • Trust in government has risen in both Asia and globally. Despite a decline in the unites states. It has risen particularly significantly in China and Australia and Japan. It has declined in Singapore. Generally this is consistent with previous years in which we have seen that Asia tends to be significantly more trusting of government than global peers…. The only year this wasn’t the case was the 2009 survey after the financial crisis.
  • The phrase used in the question is “media in general” so this refers to the on-line and offline media and what people generally conceive of as the media. We have seen a significant increase in trust in the media in Asia and a modest rise globally. Trust in media in the united states and Australia is in a woeful state.We see a significant increase in trust in media in Indonesia, China and Japan.
  • IN SUMMARY….
  • I want to show you another slide that I think debunks the common myth that stakeholders in Asia are less concerned with socially responsible business practice than those in other parts of the world. In fact, it seems that insofar as China is concerned, the opposite may be true. Chinese stakeholders have a higher expectation of the need for business to do what is aligned with society’s best interests than their North American counterparts and are among the most demanding in the world
  • CEOs gain most ground as all “authority figures” considered more credible
  • GLOBALLY THE CEO IS BACK… CLEAR AND STRONG LEADERSHIP IS DESIRED.
  • THIS GIVES YOU AN INSIGHT INTO THE DEPTH INTO WHICH OUR DATA GOES AND WHICH ENABLES EDELMAN CONSULTANTS TO GIVE COUNSEL BASED ON RESEARCH RATHER THAN INTUITION. TECH EXPERT MORE IMPORTANT IN A PRODUCT RECALL…. TRUSTED THIRD PARTIES MORE IMPIRTANT WHEN COMMUNITY AFFECTED
  • LET’S LOOK NOW AT CHANNEL SELECTION…THE QUESTION ASKED HERE IS… When looking for general news or information about a company, which ONE type of information source would you generally consult FIRST?? And you can see the results on the left column… and which source do you turn to SECOND and you can see that list in the second column (pause)GLOABLLY – ON LINE SEARCH ENGINES DOMINATE AND ON-LINE NEWS SOURCES COME SECOND… APAC SCORES SLIGHTLY ARE HIGHER THAN THE GLOBAL AVERAGE. WHAT DOES THIS MEAN? THIS MEANS THAT SEARCH ENGINES SHOULD PERHAPS NOW BE CONSIDERED REPUTATION MANAGEMENT ENGINES. IF YOU HAVEN’T GOT THE RIGHT ITEMS APPEARING IN THE RIGHT RANKING ORDER IN THE TOP PAGES OF A GOOGLE or baidu or rediff or youtube… then you have a reputation management issue that needs to be resolved through search engine optimisation and a wider comms plan. TRADITIONAL MEDIA RELATIONS REMAINS critically important… most of what the search engines are throwing up are links to recent news hosted on traditional news media on-line sites and the second, third and fourth preferred channels are traditional and on-line media outlets. But we must understand how search engines work and how eyeballs are directed forward onto these other channels from the search engines. IT IS ALSO VERY IMPORTANT TO NOTE THE CREDIBILITY AND IMPORTANCE OF THE COMPANY WEBSITE… THIS IS STILL AN EXCELLENT CHANNEL TO DRIVE TRAFFIC TO… RICHARD EDELMAN SAYS EVERY COMPANY IS A MEDIA COMPANY THESE DAYS…. HOW YOU PRESENT YOUR OWN INFORMATION ON YOUR OWN WEBSITE CAN HAVE A HIGE IMPACT IN THE CREDIBILITY AND AUTHORITY OF THAT INFORMATION… CREATING THE LOOK AND FEEL OF A GENUINE NEWSROOM REALLY HELPS AND THAT’S ONE OF THE KEY CONTENT SERVICES EDELMAN IS WORKING WITH MANY OF ITS CLIENTS ON AT THE MOMENT.
  • WE ALSO ASKED PEOPLE TO NAME SPECIFIC SOURCE BRANDS THAT THEY RELY ON MOST FOR INFORMATION ABOUT COMPANIES…. THIS IS UNAIDED… SO WHATEVER BRANDS POP TO MIND ARE RECORDED. AND I THINK WHAT’S REALLY EVIDENT HERE AND ON THE NEXT SLIDE I WILL SHOW YOU WITH THE APAC MARKETS… IS THAT LOCAL MEDIA SOURCES DOMINATE. WHAT’S PERHAPS MOST NOTABLE – PERHAPS NOT SURPRISING – BUT NOTABLE – IS THAT GOOGLE IS DOMINANT. AND GOOGLE IS NOT A MEDIA OUTLET IN THE TRADITIONAL SENSE OF AN ORGANISATION THAT HIRES JOURNALISTS AND EDITORS AND GENERATES CONTENT, BUT IT IS FUNDAMENTAL TO CORPORATE REPUTATION AS THE DRIVER OF TRAFFIC.
  • AGAIN LOOKING AT THE OTHER MARKETS IN THE REGION THE PATTERN CONTINUES… GOOGLE AT OR NEAR THE TOP WITH OTHER DOMINANT LOCAL SEARCH ENGINES, FOLLOWED BY LOCAL MEDIA OUTLETS AND BRANDS… YOU SEE SOME GLOBAL BRANDS IN THE INDIA LIST… BUT WE HAVE TO REMEMBER THAT MAJOR LOCAL BRANDS CARRY THOSE GLOBAL BRANDS IN INDIA… CNN IS IBN-CNN AND CNBC IS TV18 CNBC. THE STRENGTH OF THE BBC IS REFLECTIVE OF A FORMER BRITISH COLONY THAT HAS HIGH ENGLISH SPEAKING POPULATION LEVELS.
  • AND SAME FOR SINGAPORE AND AUSTRALIA…
  • TRADITIONAL MEDIA STILL DOMINATES DON’T UNDERESTIMATE THE POWER OF THE COMPANY WEBSITE!!!
  • SO HERE IS A CONCEPTUAL REPRESENTATION OF HOW THINGS HAVE CHANGED. ON THE LEFT WE LOOK AT THE OLD TRUST FRAMEWORK… IT WAS ALL ABOUT CONTROL… THE IDEA THAT WE COULD CONTROL INFORMATION AND COMPANIES WERE FIXED ENTITIES…. EVERYTHING IS NOW WORK IN PROGRESS AND CONTINUOUSLY CHANGING.WE CAN NO LONGER STAND ALONE – WE MUST COMMUNICATE WITH THIRD PARTIES WHO ENDORSE YOU, NGO’S, EMPLOYEES AND OTHER ORGANISATIONS WHICH YOUR AUDIENCES BELIEVE AND TRUST JUST AS MUCH AS THEY DO YOU… IF NOT MORE SO.WE CAN NO LONGER FOCUS SOLELY ON PROFIT… WE MUST HAVE A PURPOSE AS WELLAND WE CANNOT TAKE A DEFENSIVE “PROTECT THE BRAND” STANCE. SOME WOULD SAY THAT THE BRAND IS OWNED BY THE MARKET, OUR REPUTATION IS OWNED BY OUR STAKEHOLDERS.. WE ARE PARTICIPTANTS IN SHAPING THE PERCEPTION OF OUR BRAND AND REPUTATIONS…SO THE TRIANGULAR MODEL ON THE RIGHT IS THE WAY THINGS ARE NOW… TRANSPARENCY IS FUNDAMENTAL, ENGAGEMENT ACROSS A WIDE RANGE OF STAKEHOLDERS IS FUNDAMENTAL, AND PROFIT IS NO LONGER ENOUGH ANY MORE – YOU MUST HAVE A PURPOSE IN YOUR ORGANISATION.
  • Transcript

    • 1. 2011 Edelman
      Trust Barometer
      Asia Pacific
    • 2. Edelman Trust Barometer at a glance
      Eleventh annual study
      5,075 people in 23 countries of which 1,575 in APAC
      Ages 25 to 64
      College-educated
      In top 25% of household income per age group in each country
      Report significant media consumption and engagement in business news and public policy
      APAC Select Countries: China, India, Japan, South Korea, Indonesia, Singapore, Australia
      2
    • 3. The Edelman Trust Barometer Key findings of Past Years
      Rising Influence of NGOs
      2001
      Earned media more credible than advertising
      2003
      Trust shifts from “authorities” to peers
      2005
      Business must partner with government to regain trust
      2009
      Trust is now an essential line of business
      2010
      3
    • 4. The 2011 Edelman Trust Barometer6 Key Insights for Asia Pacific
      Consumer goods companies have a trust problem
      1
      NGOs continue to rise in influence in APAC
      2
      Socially responsible business practice matters
      3
      Search engines dominant as the 1st source of information
      Employee welfare, honesty and transparency are critical
      4
      5
      6
      Trad. media, corp. websites & CEOs most trusted sources
      4
    • 5. Why Does Trust Matter?
    • 6. Trust drives customer, investor and stakeholder behavior
      _
      +
      Distrusted Companies
      Trusted Companies
      Actions Taken Over Past 12 Months – Asia Pacific
      Chose to buy products/services
      Refused to buy products/services
      Recommended them to a friend/colleague
      Criticized them to a friend/colleague
      Paid more for products/services
      Shared positive opinions online
      Shared negative opinions online
      Bought shares
      Sold shares
      F118. [TRACKING] Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Please answer yes or no to each action. (Percent “Yes”) Informed Publics ages 25-64 in APAC
      F119. [TRACKING] Still thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do not trust? Please answer yes or no to each action. (Percent “Yes”) Informed Publics ages 25-64 in APAC
      6
    • 7. Trust protects and amplifies reputation
      When a company is distrusted
      When a company is trusted
      Asia Pacific
      57%
      will believe
      negative information
      after hearing it 1-2 times
      49%
      will believe positive information after hearing it 1-2 times
      will believe positive information after hearing it 1-2 times
      31%
      16%
      will believe negative information after hearing it 1-2 times
      Think about a company that you do not trust. How many times would you need to be exposed to (C83. positive information; C84. negative information) about that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in APAC
      Think about a company that you trust. How many times would you need to be exposed to (C85. negative information; C86. positive information) about that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in APAC
      7
    • 8. 2011 Trust Scores for Business, Government and Media
    • 9. Trust in Business 2010 v 2011
      2010
      2011
      +16
      Trusters
      Distrusters
      Neutral
      +2
      - 8
      A9. [Business in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On a 9-point scale where one means that you “DO NOT TRUST THEM AT ALL” and nine means that you “TRUST THEM A GREAT DEAL, how much do you trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina)
      9
    • 10. Trust in Government 2010 v 2011
      2010
      2011
      +14
      Trusters
      Distrusters
      Neutral
      +5
      +5
      - 6
      +11
      A7. [Government in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On a 9-point scale where one means that you “DO NOT TRUST THEM AT ALL” and nine means that you “TRUST THEM A GREAT DEAL, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina)
      10
    • 11. Trust in Media 2010 v 2011
      2010
      2011
      +11
      +17
      Trusters
      Distrusters
      Neutral
      +7
      +4
      +12
      - 11
      A8. [Media in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On a 9-point scale where one means that you “DO NOT TRUST THEM AT ALL” and nine means that you “TRUST THEM A GREAT DEAL, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina)
      11
    • 12. The Rise of Trust in NGOs Continues
    • 13. 13
      Trust in NGOs now on par with business in emerging marketsNGOs more trusted than business in developed markets
      Trust in Business and NGOs
      Business
      NGOs
      Brazil
      China
      U.S.
      UK/FR/GER
      A7-10. [TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On a 9-point scale where one means that you “DO NOT TRUST THEM AT ALL” and nine means that you “TRUST THEM A GREAT DEAL, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 in the U.S., UK/FR/GER, Brazil and China
    • 14. Trust in Business and NGOs
      14
      A7-10. [TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On a 9-point scale where one means that you “DO NOT TRUST THEM AT ALL” and nine means that you “TRUST THEM A GREAT DEAL, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 in 23 countries
      APAC has higher trust than US in both business and NGOs;Australia and South Korea more trusting of NGO’s than business
    • 15. Trust in NGOsInformed Publics ages 35-64
      15
      A10. [Non-governmental organizations TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On a 9-point scale where one means that you “DO NOT TRUST THEM AT ALL” and nine means that you “TRUST THEM A GREAT DEAL, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 35-64 in US, UK/FR/GER, India and China
      Trust in NGOs has risen over time
    • 16. Trust in Institutions
      A7-A10. I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On a 9-point scale where one means that you “DO NOT TRUST THEM AT ALL” and nine means that you “TRUST THEM A GREAT DEAL, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 in the EU (excludes Russia), North America and Asia Pacific
      16
      APAC more trusting than EU and North America of all institutions
    • 17. Do Asia Pacific stakeholders really care whether a company acts in a socially responsible manner?
    • 18. 18
      The expectation of socially beneficial business practice is universal
      G120. Which of the following two positions comes closest to your view? A corporation should focus only on creating shareholder value, even if the way in which they create shareholder value conflicts with societal interests OR corporations need to create shareholder value in a way that aligns with society’s interests, even if that means sacrificing shareholder value. Informed Publics ages 25-64 in 23 countries
    • 19. 19
      Should government regulate to ensure business behaves responsibly?
      G123. And which of the following statements is closest to your view? I trust corporations to act on their own to behave in a responsible manner OR I think government needs to regulate corporations’ activities to ensure that they are behaving in a responsible manner. Informed Publics ages 25-64 in 23 countries
    • 20. What sectors are the most trusted globally and in APAC?
    • 21. 21
      Asia Pacific
      Change ‘10/ ‘11
      Trust in Industries
      #1
      #3
      #2
      #9
      #8
      #6
      #8
      #5
      #7
      #13
      #12
      #14
      #11
      #10
      #4
      Note Wording Changes from 2010:
      - Media asked as Media Companies
      - Consumer Packaged Goods asked as
      Consumer Packaged Goods Manufacturers
      - Food and Beverage asked as Food
       
      #9
      Significant at 95% confidence level
      A30-45. [TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each of the following industries to do what is right. Again, please use a nine-point scale where one means that you “DO NOT TRUST THEM AT ALL” and nine means that you “TRUST THEM A GREAT DEAL.” (Top 4 Box) Informed publics ages 25-64 in 23 countries and APAC
      Consumer goods industries face trust “crisis” in APACFinancial institutions distrusted globally, but OK in APAC
    • 22. 22
      What matters for corporate reputation: quality, transparency, employee welfare, trustFair pricing matters more in APAC than globally
      Reputation Factors
      Asia Pacific
      #1
      #3
      #4
      #3
      #2
      Significant at 95% confidence level
      B72-81. [TRACKING] How important are each of the following factors to the overall reputation of the company? Please use a nine-point scale where one means that factor is “not at all important” and nine means it is “extremely important” to overall reputation. The first one is [INSERT FIRST]. How important is this factor to overall reputation on a 9-point scale where one means “not at all important” and nine means “extremely important”? (Top 2 Box, Very/ Extremely Important) Informed Publics ages 25-64 in 23 countries and APAC
    • 23. Summary: What Drives Reputation in Asia Pacific?
      Quality products and services priced well
      (pricing matters more in APAC)
      Transparency and honesty in business operations
      Employee welfare
      Being a trustworthy organization that communicates frequently and honestly on the state of its business
    • 24. What are the most trusted sources and channels of information in Asia?
    • 25. 25
      Credible Spokespeople
      APAC
      - 4
      + 7
      N/A
      D104-111. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about a company from that person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in APAC
    • 26. CEO credibility higher in APAC than globally
      Credible Spokespeople – CEOAPAC
      +7
      +10
      +20
      +14
      +13
      +11
      D104-111. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about a company from that person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina)
      26
    • 27. 27
      In crisis situations, people want to hear from multiple voices Though CEO must lead the charge
      APAC
      Trusted spokesperson during a company crisis
      Preferred spokesperson during a product recall
      Preferred spokesperson when the local community has been damaged
      D100. Now I am going to read you a list of people. When a company experiences a crisis, please tell me which one of the following people you trust the most to deliver honest information about that crisis. Informed Publics ages 25-64 in APAC
      D101. Keeping the same list of people in mind, when a company issues a product recall, which one person do you want to hear information from about that recall? Informed Publics ages 25-64 in APAC
      D102. Keeping the same list of people in mind, when a company’s actions have damaged the local community where it operates, which one person do you want to hear information from about that damage? Informed Publics ages 25-64 in APAC
    • 28. Where do stakeholders go for company news and information?
      Preferred Channels
      First Source
      APAC
      APAC
      Second Source
      (NETS) I139. There are a number of sources one could use to find general news or information about a company. When looking for general news or information about a company, which one type of information source would you generally consult first? I140. And after [INSERT I139 RESPONSE], which one type of information source would you generally consult second when looking for general news or information about a company? II141. Now, thinking about a business crisis, are [INSERT I139 AND I140 RESPONSE] the same types of sources you consult first for information about a business crisis? Informed Publics ages 25-64 in 23 countries and APAC
      28
    • 29. 29
      Strong local media brands rise to the top
      Most relied on source for company information (unaided)
      I143. Please tell me the names of the specific sources you rely on most for information about companies. (Open Ended Response) Informed Publics ages 25-64 in the U.S., the U.K., China and Brazil
    • 30. 30
      Strong local media brands rise to the top
      Most relied on source for company information (unaided)
      I143. Please tell me the names of the specific sources you rely on most for information about companies. (Open Ended Response) Informed Publics ages 25-64 in India, Indonesia, Japan and South Korea
    • 31. 31
      Strong local media brands rise to the top
      Most relied on source for company information (unaided)
      I143. Please tell me the names of the specific sources you rely on most for information about companies. (Open Ended Response) Informed Publics ages 25-64 in Singapore and Australia
    • 32. What Sources Are Most Trusted In Asia Pacific?
      Trusted Information Sources – Trust a Great Deal
      APAC
      Traditional
      Online Multiple sources
      Social Media
      Corporate
      H125-136. Now I’m going to read you a list of places where you might get information about a company. For each, please tell me if you trust it – a great deal, somewhat, not too much, or not at all as a source of information about a company? (Trust A Great Deal) Informed Publics ages 25-64 in APAC
      32
    • 33. Summary Recap
    • 34. Trust drives customer, investor and stakeholder behavior
      _
      +
      Distrusted Companies
      Trusted Companies
      Actions Taken Over Past 12 Months – Asia Pacific
      Chose to buy products/services
      Refused to buy products/services
      Recommended them to a friend/colleague
      Criticized them to a friend/colleague
      Paid more for products/services
      Shared positive opinions online
      Shared negative opinions online
      Bought shares
      Sold shares
      F118. [TRACKING] Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Please answer yes or no to each action. (Percent “Yes”) Informed Publics ages 25-64 in APAC
      F119. [TRACKING] Still thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do not trust? Please answer yes or no to each action. (Percent “Yes”) Informed Publics ages 25-64 in APAC
      34
    • 35. Trust protects and amplifies reputation
      When a company is distrusted
      When a company is trusted
      Asia Pacific
      57%
      will believe
      negative information
      after hearing it 1-2 times
      49%
      will believe positive information after hearing it 1-2 times
      will believe positive information after hearing it 1-2 times
      31%
      16%
      will believe negative information after hearing it 1-2 times
      Think about a company that you do not trust. How many times would you need to be exposed to (C83. positive information; C84. negative information) about that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in APAC
      Think about a company that you trust. How many times would you need to be exposed to (C85. negative information; C86. positive information) about that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in APAC
      35
    • 36. The Transformation of Trust
      Old Trust Framework
      New Trust Architecture
      Control Information
      Transparency
      Engagement
      Protect the Brand
      Stand Alone
      HOW
      WHERE
      WHAT
      Focus Solely on Profit
      Profit With Purpose
      36
    • 37. The 2011 Edelman Trust Barometer6 Key Insights for Asia Pacific
      Consumer goods companies have a trust problem
      1
      NGOs continue to rise in influence in APAC
      2
      Socially responsible business practice matters
      3
      Search engines dominant as the 1st source of information
      Employee welfare, honesty and transparency are critical
      4
      5
      6
      Trad. media, corp. websites & CEOs most trusted sources
      37
    • 38. THANK YOU
      Edelman Hong Kong
      www.edelman.com
      +852 2804 1338
      701 Central Plaza
      Wan Chai
      Hong Kong

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