Digital and social media across Asia-Pacific markets

The Lee Kong Chian School of Business at Singapore Management University

(trillion current USD)Source: Citibank Global Economic Review

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

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%

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

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

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

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

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

…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

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

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%

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

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

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

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?

“Make the otherperson feel importantand do it sincerely”Fundamentally – for better or worse –this is what effective communication demands

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?

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’

Would thishappen inAsia?

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

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’

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...

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

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

United States data fromHarris Interactive, 2012

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

1800s The rise of Britain The rise of America1980s The rise of Japan2000s The rise of the Four Tigers2010s The rise of China & India

The Lee Kong Chian School of Business at Singapore Management University

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Digital and social media across Asia-Pacific markets

by Robert Pickard on Feb 13, 2013

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