How Asian Corporations are Using Social Media to Communicate with Global Communities
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More than a third of the world's top 2000 companies are now based in Asia. This presentation is about how they are closing the gap with their Western competition in fostering and engaging international communities using social media.
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How Asian Corporations are Using Social Media to Communicate with Global Communities
- 1. Asia Online How Asian Corporations are Using Social Media to Communicate with Global Communities
- 2. The world’s largest economies (trillion current USD) Source: Citibank Global Economic Review February 21 2011 BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
- 3. 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
- 4. 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
- 5. The rise of Asia in the world of PR? BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
- 6. Social media is endemic in Asia…
- 7. …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
- 8. Not any more Percentage of companies with at least one branded social media channel 81% Global 84% 40% Asia 80% 2010 2011 Source: Global data from Burson-Marsteller Global Fortune 100 Social Media Checkup 2011 Asia data from Burson-Marsteller Asia-Pacific Social Media Study 2011
- 9. Multiple streams 2010 2011 60% 31% 24% 17% 19% 19% 14% 8% 3% 5% Three channels Two channels One channel None All channels Number of company social media channels used solely or in part for corporate communications & marketing purposes Source: Burson-Marsteller Asia-Pacific Social Media Study 2011
- 10. 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 channel Source: Burson-Marsteller Asia-Pacific Social Media Study 2011
- 11. 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 sharing Source: Burson-Marsteller Asia-Pacific Social Media Study 2011
- 12. …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-Pacific Source: Burson-Marsteller Asia-Pacific Social Media Study 2011
- 13. 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 2011 Source: Burson-Marsteller Asia-Pacific Social Media Study 2011
- 14. 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%
- 15. 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
- 16. Persuasion 1.0 “Make the other person feel important and do it sincerely.” BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
- 17. Persuasion 2.0 When people commit themselves in public to something, they have created a new ‘image template’ of themselves People will do and say whatever is necessary to conform with their new public image BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
- 18. The death of deference
- 20. ZZZ… Online Sentiment Around Asian Corporate Brands 1% 3% 3% Mixed Positive Neutral 93% Negative Source: Burson-Marsteller Asia-Pacific Based on a review of 492,838 mentions of prominent Asian brands in online forums BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
- 22. The rise of digital storytelling
- 24. Everything that famously goes wrong is now called a ‘PR disaster’ BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
- 25. 12 months away from a digital crisis? http://www.slideshare.net/bmasia/bursonmarsteller-digital-crisis-communications-study
- 27. Companies unsure how to proceed… http://www.slideshare.net/bmasia/bursonmarsteller-digital-crisis-communications-study
- 28. Be prepared to apologize BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
- 29. The New Challenge for Communicators
- 30. “…the past is over and it is the future that beckons to us now.” Jawaharlal Nehru
- 32. 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/
- 33. Burson-Marsteller Asia-Pacific Find us online
Editor's Notes
- Photo credit: http://www.flickr.com/photos/pedromourapinheiro/5075612989
- Photo credit: http://www.flickr.com/photos/pedromourapinheiro/5075612989
- Photo credit: http://www.flickr.com/photos/41864721@N00/3055718118/
- Photo credit: http://www.flickr.com/photos/69805768@N00/3292899689
- Photo credit: http://www.flickr.com/photos/xiaming/1369788004
- Photo credit: http://www.flickr.com/photos/51822611@N06/5229455183/
- Photo credit:http://www.flickr.com/photos/85494010@N00/84202849/
- It’s still early days for the Global Media Center – some good content and social media functionality incorporated. Not a lot of pick up yet, though, from what I can see. Interesting initiative, though, especially as it comes out of Global HQ, not out of Europe or the U.S.
- How companies are communicating and engaging.Let’s look at hisory. Nehru, India, looking towards the future…
- http://www.flickr.com/photos/coreytempleton/3935005227
- Photo Credit: http://www.flickr.com/photos/davedugdale/5099718716