• Save
2011 trust barometer indonesia results
Upcoming SlideShare
Loading in...5
×
 

2011 trust barometer indonesia results

on

  • 136 views

 

Statistics

Views

Total Views
136
Views on SlideShare
136
Embed Views
0

Actions

Likes
0
Downloads
0
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

2011 trust barometer indonesia results 2011 trust barometer indonesia results Presentation Transcript

  • 2011 Edelman Trust BarometerFebruary 28, 2011Indonesia findings
  • Edelman Trust Barometer at a glanceEleventh annual study (3rd In Indonesia)5,075 people in 23 countries(of which 1575 in APAC and 200 in Indonesia)Ages 25 to 64, College EducatedIn top 25% of household income per age groupin each countryReport significant media consumption and engagementin business news and public policyAPAC Selected Countries: India, China, Japan, South Korea,Indonesia, Singapore, Australia2Survey dates: Oct 11 – Nov 28, 2010, Margin of error 6.9%
  • The Edelman Trust Barometer in retrospectRising Influence of NGOs2001Fall of the celebrity CEO2002Earned media more credible than advertising2003U.S. companies in Europe suffer trust discount2004Trust shifts from “authorities” to peers2005“A person like me” emerges as credible spokesperson2006Business more trusted than government and media2007Young influencers have more trust in business2008Business must partner with government to regain trust2009Transparency key driver of trust in a multi-channel and multi-stakeholder environment20103
  • 2010 Year in review
  • Trust in InstitutionsQ: Please tell me how much you trust that institution to do what is right; (Top 4 Box) Informed Publics ages 25-64 in 23countries, Asia Pacific and Indonesia5Indonesia informed publics have significantly higher levels of trust inbusiness and media than their global and APAC peers
  • 6Indonesia is the only APAC country where trust in business increased this yearTrust in Business (2010 – 2011)Q: Please tell me how much you trust that institution to do what is right; (Top 4 Box, Trust) Informed Publics ages 25-64 (Globalexcludes Singapore, UAE and Argentina)Trusters Distrusters2010 2011+16- 8Neutral+2
  • 7Media also enjoys a significant increase in trust this year in IndonesiaTrust in Media (2010 – 2011)TrustersDistrusters2010 2011+7+11- 11+17+12Neutral+4Q: Please tell me how much you trust that institution to do what is right; (Top 4 Box, Trust) Informed Publics ages 25-64 (Globalexcludes Singapore, UAE and Argentina)
  • Trust in Business and NGOs8Indonesia more trusting of business than NGOs, in contrast to most otherAPAC countries where trust is equal or NGOs are more trustedQ: Please tell me how much you trust that institution to do what is right; (Top 4 Box, Trust) Informed Publics ages 25-64 in 23countries
  • 41%74%85%88%89%90%90%91%92%92%93%94%94%94%97%Brewing and spiritsOTC personal health care productsInsuranceConsumer packaged goodsFood and beverageEnergyEntertainmentFinancial servicesBanksMediaPharmaceuticalsRetailTelecommunicationsAutomotiveTechnology9Technology, telco, automotive, retail most trusted industries;insurance and retail top gainersTrust in Industries - IndonesiaQ: Please tell me how much you trust businesses in each of the following industries to do what is right ; (Top 4 Box)Informed publics ages 25-64 in APAC and Indonesia87%77%78%71%72%64%75%66%67%68%66%59%65%61%54%Significant at 95%confidence levelcompared to globalAsiaPacific#1#2#3#459%75%2010
  • 10Trust in BanksIn stark contrast to global informed publics, nine out of 10 in Indonesia trustbanks+7+18- 11+8Q: Please tell me how much you trust businesses in each of the following industries to do what is right ; (Top 4 Box)Informed publics ages 25-64 in APAC and Indonesia
  • Business and SocietyToward shared value
  • 12Q: How important are each of the following factors to the overall reputation of the company? ; (Top 2 Box, Very/ ExtremelyImportant) Informed Publics ages 25-64 in APAC and IndonesiaEmployee treatment, transparency and trust most important reputationattributes in Indonesia; highly-regarded leadership least importantFactors Defining Reputation - Indonesia62%62%58%63%72%54%53%50%45%38%Significant at 95%confidence levelcompared to globalAsiaPacific#1#2#3#3
  • 13Q: Please tell me if you strongly agree, somewhat agree, neither agree nor disagree, somewhat disagree or stronglydisagree with the following quote from Milton Friedman: “The social responsibility of business is to increase its profits”?(Net: Strongly agree + somewhat agree) Informed Publics ages 25-64 in 23 countries% who agreeJust over half in Indonesia agree that by making a profit, business meets itssocial responsibilityMilton Friedman: “The social responsibility of business is to increase its profits”
  • 14Q: Which of the following two positions comes closest to your view? A corporation should focus only on creating shareholdervalue, even if the way in which they create shareholder value conflicts with societal interests OR corporations need to createshareholder value in a way that aligns with society’s interests, even if that means sacrificing shareholder value. InformedPublics ages 25-64 in 23 countriesBut nearly nine out of 10 also believe business must align with society’sinterests in creating shareholder value
  • 15Q: Which of the following statements is closest to your view? I trust corporations to act on their own to behave in aresponsible manner OR I think government needs to regulate corporations’ activities to ensure that they arebehaving in a responsible manner. Informed Publics ages 25-64 in 23 countriesAnd seven out of 10 believe government needs to step in to ensurecorporations behave in a responsible way
  • Roadmap to TrustA new way forward
  • 17Credible Spokespeople – IndonesiaN/AQ: In general, when forming an opinion of a company, if you heard information abouta 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 IndonesiaCredibility of various people as a source of information about a companyremains unchanged
  • 18CEO credibility increases in many global markets, but not in IndonesiaQ: In general, when forming an opinion of a company, if you heard information abouta 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 25-64Credible Spokespeople – CEOAPAC+7+10+14+11+20+13
  • 19In crisis situations, people want to hear from multiple voices, but thecompany must be out in frontQ: When a company experiences a crisis, please tell me which one of the following people you trust the most to deliver honest information about thatcrisis. Informed Publics ages 25-64 in Indonesia .Q: 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 inIndonesia.Q: When a company’s actions have damaged the local community where it operates, which one person do you want to hear information from about thatdamage? Informed Publics ages 25-64 in Indonesia.Trusted spokespersonduring a company crisisPreferred spokespersonduring a product recallPreferred spokesperson when thelocal community has been damagedIndonesia
  • 11%35%6%6%8%12%11%34%21%30%33%33%Corporate/productadvertisingCorporatecommunications such as press releasesMicroblogging sites, such as TwitterBlogsSocialnetworking sitesContent-sharing sites, such as YouTubeNews/RSS feedsOnlinesearch enginesRadio orradio newsNewspapersMagazines orbusiness magazinesTelevision ortelevision newsOnlineMultiplesourcesTraditionalSocialMediaCorporateCorporate communications most trusted source of company information inIndonesia along with traditional media sources and search enginesTrusted Information Sources – Trust a Great DealQ: 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 trustit – 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 and Indonesia.41%40%28%23%25%18%10%10%8%7%24%11%AsiaPacific
  • 24Where Informed Publics go for company news and information – IndonesiaFirst Source Second Source Are these the same types of sourcesyou consult first for informationabout a business crisis?Informed publics in Indonesia go to online search engine first for news andinformation about a companyQ: There are a number of sources one could use to find general news or information about a company. When looking forgeneral news or information about a company, which one type of information source would you generally consult first andsecond? Informed Publics ages 25-64 in Indonesia
  • Informed publics need information from multiple sources, multiple voices25Q: How many times in general do you need to be exposed to something about a specific company to believe that theinformation is likely to be true? Please give me a number. Informed publics ages 25-64 in Indonesia.3-5 times65%And need to hear it 3-5 times to believe itIndonesia
  • The Benefits of Trust
  • Bought sharesPaid more for products/servicesChose to buy products/servicesRefused to buy products/servicesRecommended them to a friend/colleagueCriticized them to a friend/colleagueShared negative opinions onlineSold sharesShared positive opinions online+_Distrusted Companies Trusted CompaniesActions Taken Over Past 12 Months – IndonesiaQ: Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Pleaseanswer yes or no to each action. (Percent “Yes”) Informed Publics ages 25-64 in Indonesia.Q: 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 Indonesia.27Through personal action, trust has tangible benefits89%87%2009 200972%34%17%82%44%16%
  • When a company is distrusted When a company is trusted19%24%50% will believenegative informationafter hearing it 1-2 timesQ: Think about a company that you do not trust. How many times would you need to be exposed to positive or negative informationabout that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in Indonesia.Q: Think about a company that you trust. How many times would you need to be exposed to positive and negative information aboutthat company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in Indonesia.Trust protects reputation28will believe positiveinformation afterhearing it 1-2 timeswill believe negative information afterhearing it 1-2 times44%will believepositive informationafter hearing it 1-2 timesIndonesia
  • ConclusionsBusiness must align profit and purpose for socialbenefitCurrent media landscape plus increasedskepticism requires multiple voices and channels29Demand for authority and accountability set newexpectations for corporate leadership
  • The Transformation of Trust30Control InformationFocus Solely on ProfitProtecttheBrandStandAloneProfit With PurposeOld Trust Framework New Trust ArchitectureWHAT
  • A Ten Year Overview of TrustThe 2011 Edelman Trust Barometer is the firm’s 11th trust and credibility surveyThe survey was produced by research firm StrategyOne. The survey consistedof 30-minute telephone interviews.For more information on the Edelman Trust Barometer andto view past results, please visit www.edelman.com/trust
  • For further information please contact ;Chadd McLisky, ChairmanIndoPacific EdelmanRecapital Building, 3rd Fl.Jl. Adityawarman Kav. 55Jakarta 12160Phone : +62 21 721 59000Fax: +62 21 727 8919Email: chadd.mclisky@indopacedelman.com