0
The Lee Kong Chian School of Business at Singapore Management University
(trillion current USD)Source: Citibank Global Economic Review
2010                                           10%           2030                                                         ...
of the world’s top 2000 companies                        are headquartered in Asia             Trading                    ...
Global                                                                80%                                    Asia         ...
81%                  Global                                                                                    84%        ...
2010         2011                                                                                                         ...
Multiple platforms                                                                                          2010     2011 ...
Percentage of companies with a branded presence on each social media channel                Australia                     ...
…traditional areas of focus                                                                                              6...
In it for the long run?                                                                                            Active ...
Home Page Integration     Social Sharing Tools  Australia             50%                           50%      China     20%...
Increasing online interest in             Asian MNC content…                                              Average of 121,2...
ZZZ…                    Online Sentiment Around Asian Corporate Brands                                                    ...
O   A passive expectation of transparency is becoming    an active insistence on involvementO   Co-creation of communicati...
O   ‘You are important to us’O   ‘We need your opinions to help inform our actions’O   ‘We are listening to you…’ but will...
“Make the otherperson feel importantand do it sincerely”Fundamentally – for better or worse –this is what effective commun...
O   Whether or not there is listening, of course social media    increases the demand to be heard, regardless of meritO   ...
1.   Lust     ‘I want this’2.   Greed ‘I need this’3.   Gluttony ‘I must have more’4.   Sloth    ‘I haven’t thought about ...
Would thishappen inAsia?
O   Emotional intelligence applied to the social media arena    could be equated with social intelligence (SQ)O   When con...
O   Elicitation of metaphors to be baked into subsequent    communications contentO   There needs to be a deliberate effor...
O   When people commit    themselves in public to    something, they have    created a new ‘image    template’ of themselv...
O   Putting on digital clothes does not necessarily    demand changes in executive behaviorO   Do you appear at public eve...
O   Assign people with specific ownershipO   Do social media training for the teamO   Program a regular rhythm of contentO...
United States data fromHarris Interactive, 2012
1.   Design community        8.    Think mobile2.   Shut up and listen      9.    Tell stories graphically3.   Seek permis...
1800s   The rise of Britain        The rise of America1980s   The rise of Japan2000s   The rise of the Four Tigers2010s   ...
The Lee Kong Chian School of Business at Singapore Management University
Digital and social media across Asia-Pacific markets
Digital and social media across Asia-Pacific markets
Digital and social media across Asia-Pacific markets
Digital and social media across Asia-Pacific markets
Digital and social media across Asia-Pacific markets
Digital and social media across Asia-Pacific markets
Digital and social media across Asia-Pacific markets
Digital and social media across Asia-Pacific markets
Digital and social media across Asia-Pacific markets
Digital and social media across Asia-Pacific markets
Digital and social media across Asia-Pacific markets
Digital and social media across Asia-Pacific markets
Digital and social media across Asia-Pacific markets
Digital and social media across Asia-Pacific markets
Upcoming SlideShare
Loading in...5
×

Digital and social media across Asia-Pacific markets

10,810

Published on

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.

Published in: Business
0 Comments
9 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
10,810
On Slideshare
0
From Embeds
0
Number of Embeds
12
Actions
Shares
0
Downloads
91
Comments
0
Likes
9
Embeds 0
No embeds

No notes for slide

Transcript of "Digital and social media across Asia-Pacific markets"

  1. 1. The Lee Kong Chian School of Business at Singapore Management University
  2. 2. (trillion current USD)Source: Citibank Global Economic Review
  3. 3. 2010 10% 2030 North America 16% 2050 8% 29% 26% Latin America 8% 45% 8% Western Europe 49% 8% Eastern Europe 6% 13% 6% 6% ME / Africa 25% 7% Asia Pacific 11% 19%Source: Citibank Global Economic Review
  4. 4. of the world’s top 2000 companies are headquartered in Asia Trading 83%Technology Equipment 55% Capital Goods 53% Transportation 52% Consumer Durables 47% Banking 42% Constuction 39% Materials 37% Source: Forbes Global 2000 list Chemical 36%
  5. 5. Global 80% Asia 40%Source: Global data from Burson-Marsteller Global Fortune 100 Social Media Checkup 2010 Asia data from Burson-Marsteller Asia-Pacific Social Media Study 2010
  6. 6. 81% Global 84% 40% Asia 80% 2010 2011Source: Global data from Burson-Marsteller Global Fortune 100 Social Media Checkup 2011 Asia data from Burson-Marsteller Asia-Pacific Social Media Study 2011
  7. 7. 2010 2011 60% 31% 24% 17% 19% 19% 14% 8% 3% 5% Three channels Two channels One channel None All 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. 8. Multiple platforms 2010 2011 30% 28% 20% 18% 12% 12% 9% 8% Microblogs Social Networks Corporate Blogs Video Percentage of companies with an active branded presence on each social media channelSource: Burson-Marsteller Asia-Pacific Social Media Study 2011
  9. 9. Percentage of companies with a branded presence on each social media channel Australia 90% 50% 50% China 80% 90% 50% 30% Hong Kong 60% 70% 10% 30% India 70% 70% 20% 40% Indonesia 50% 40% 20% 30% Japan 70% 40% 70% South Korea 90% 70% 90% 60% Malaysia 80% 100% 20% 80% Philippines 50% 40% 10% 40% Microblogs Singapore 30% 30% 50% Social Networks Taiwan 20% 40% 30% Corporate Blogs Thailand 70% 90% 10% 70% Video sharingSource: Burson-Marsteller Asia-Pacific Social Media Study 2011
  10. 10. …traditional areas of focus 6% 8% Media & Influencer Relations 33% Corporate Social Responsibility Leadership Communications 20% Thought Leadership Crisis/Issue Management Recruitment Marketing 10% 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. 11. In it for the long run? Active Inactive 77% 62% 53% 54% 47% 46% 38% 23% Micro-blogs Social Corporate Video Networks Blogs Sharing Active defined as at least one post during the period July 01-15 2011Source: Burson-Marsteller Asia-Pacific Social Media Study 2011
  12. 12. Home Page Integration Social Sharing Tools Australia 50% 50% China 20% 10%Hong Kong 20% 30% India 50% 20% Indonesia 20% 20% Japan 40% 40%South Korea 70% 0% Malaysia 60% 40% Philippines 30% 20% Singapore 20% 20% Taiwan 20% 20% Thailand 50% 0%
  13. 13. Increasing online interest in Asian MNC content… Average of 121,257 ‘Likes’ per page – Up 406% yoy Global average of ‘Likes’ per page – Up 115% yoy Average of 7,574 ‘Followers’ – Up 328% yoy Global average of 5,076 ‘Followers’ – Up 241% yoy Average of 1,856,365 ‘Views’ Global average of 680,747 ‘Views’Source: Burson-Marsteller Global Fortune 100 Social Media Checkup 2011
  14. 14. ZZZ… Online Sentiment Around Asian Corporate Brands 1% 3% 3% Mixed Positive 93% Neutral NegativeSource: Burson-MarstellerAsia-PacificBased on a review of 492,838 mentions of prominent Asian brands in online forums
  15. 15. O A passive expectation of transparency is becoming an active insistence on involvementO Co-creation of communications creates consent internally and credibility externallyO Consultation creates an anticipation of participationO Setting expectations and understanding emotions will help ensure the best results
  16. 16. O ‘You are important to us’O ‘We need your opinions to help inform our actions’O ‘We are listening to you…’ but will you be heard?
  17. 17. “Make the otherperson feel importantand do it sincerely”Fundamentally – for better or worse –this is what effective communication demands
  18. 18. O Whether or not there is listening, of course social media increases the demand to be heard, regardless of meritO [Ironic that those demanding to be heard can often seem least interested in listening!]O ‘Me’ and ‘I’ narcissism, lack of attention span, rampant impatience, toxic anger and abuse aboundsO Crowdsourcing intelligence versus mob rule?
  19. 19. 1. Lust ‘I want this’2. Greed ‘I need this’3. Gluttony ‘I must have more’4. Sloth ‘I haven’t thought about it’5. Wrath ‘I am angry about this’6. Envy ‘I want what s/he’s got; I am worth it’7. Pride ‘I am better; I deserve this’
  20. 20. Would thishappen inAsia?
  21. 21. O Emotional intelligence applied to the social media arena could be equated with social intelligence (SQ)O When contact occurs, process should be outlined and expectations clearly set right from the startO Information and interaction preferences should be determined so relationships can be built in a customised mannerO The reason a community is convened and what it is all about should be articulated
  22. 22. O Elicitation of metaphors to be baked into subsequent communications contentO There needs to be a deliberate effort to find the ‘birds of a feather who flock together’ (aka ‘homophily’)O Each community should be designed with outputs in mind ahead of the gameO Metrics should be determined, and not just ‘vanity numbers’
  23. 23. O When people commit themselves in public to something, they have created a new ‘image template’ of themselves...O People will do and say whatever is necessary to conform with their new public image...
  24. 24. O Putting on digital clothes does not necessarily demand 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. 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 Don’t be pressured to be on too many platformsO Build a ‘big brain’ of enduring knowledge
  26. 26. United States data fromHarris Interactive, 2012
  27. 27. 1. Design community 8. Think mobile2. Shut up and listen 9. Tell stories graphically3. Seek permission 10. Be present4. Know emotions 11. Act fast5. Possess a personality 12. Don’t forget search6. Create content 13. Share information and7. Integrate with outcomes marketing
  28. 28. 1800s The rise of Britain The rise of America1980s The rise of Japan2000s The rise of the Four Tigers2010s The rise of China & India
  29. 29. The Lee Kong Chian School of Business at Singapore Management University
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×