How Asian Corporations are Using Social Media to Communicate with Global Communities

Asia OnlineHow Asian Corporations are Using Social Media to Communicate with Global Communities

The world’s largest economies (trillion current USD)Source: Citibank Global Economic Review February 21 2011 BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

Composition of world nominal GDP 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 February 21 2011 BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

34% 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% Chemical 36% Source: Forbes Global 2000 list

The rise of Asia in the world of PR? BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

Social media is endemic in Asia…

…but companies have been slow to engage Percentage of companies with at least one branded social media channel 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

Not any more Percentage of companies with at least one branded social media channel 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

Multiple streams 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 Corporate Video Networks Blogs Percentage of companies with an active branded presence on each social media channelSource: Burson-Marsteller Asia-Pacific Social Media Study 2011

Different patterns of engagement… 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

To integrate, or… 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

Persuasion 1.0 “Make the other person feel important and do it sincerely.” BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

Persuasion 2.0When people committhemselves in public tosomething, they have created anew ‘imagetemplate’ of themselvesPeople will do and say whatever is necessary to conform with their new public image BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

The death of deference

ZZZ… Online Sentiment Around Asian Corporate Brands 1% 3% 3% Mixed Positive Neutral 93% NegativeSource: Burson-Marsteller Asia-PacificBased on a review of 492,838 mentions of prominent Asian brands in online forums BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

Where are theopportunities?

The rise of digital storytelling

Global content foundries

Everything that famously goes wrongis now called a ‘PR disaster’ BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

12 months away from a digital crisis?http://www.slideshare.net/bmasia/bursonmarsteller-digital-crisis-communications-study

Companies unsure how to proceed…http://www.slideshare.net/bmasia/bursonmarsteller-digital-crisis-communications-study

Be prepared to apologize BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

The New Challenge forCommunicators

“…the past is over and it is thefuture that beckons to us now.” Jawaharlal Nehru

http://www.slideshare.net/bmasia

Photo Credits Slide 4/5 http://www.flickr.com/photos/pedromourapinheiro/5075612989 Slide 6 http://www.flickr.com/photos/41864721@N00/3055718118 Slide 7 http://www.flickr.com/photos/69805768@N00/3292899689 Slide 8 http://www.flickr.com/photos/xiaming/1369788004 Slide 9 http://www.flickr.com/photos/51822611@N06/5229455183 Slide 10 http://www.flickr.com/photos/85494010@N00/84202849 All other images from Microsoft or Wikimedia Commons Flickr images sourced through http://compfight.com/

Burson-Marsteller Asia-Pacific Find us online

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How Asian Corporations are Using Social Media to Communicate with Global Communities

by Robert Pickard

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