Edelman Digital APAC 2012 Trends
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Edelman Digital APAC 2012 Trends

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Edelman Digital APAC's yearly overview of the key trends that are shaping the digital-social marketing landscape in our exciting region.

Edelman Digital APAC's yearly overview of the key trends that are shaping the digital-social marketing landscape in our exciting region.

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Edelman Digital APAC 2012 Trends Edelman Digital APAC 2012 Trends Presentation Transcript

  • INSIGHTS @ EDELMAN DIGITAL: APAC EIGHT DIGITAL TRENDS TO WATCH IN 2011YOU AINT SEEN NOTHING YET! DAVID ARMANO CURATED BY STEVE RUBEL ANDDIGITAL TRENDS RESHAPING CONSUMER ENGAGEMENT AND MEDIACONSUMPTION ACROSS ASIAJohn KerrRegional Director, Edelman Digital APAC@johnkerrnz BY EDEN IN CHINA Photo by pumpkincat210
  • MARCHES ON 209mm Asians are on Facebook (compared to 226mm Euros) – 6.8 mm but this represents only 5.41% 5.7 mm penetration. 0.5 mm Penetration in Singapore is 3.7 mm 56%, through to India 3.7%43.5 mm 13.7 mm 11.5 mm India recently overtook 27.6 mm Indonesia as the second largest 12.2 mm FB market Facebook investing in Japan, 43 mm Vietnam and China China: —Sina Weibo users rose 296% to 249.9mm in 2011 (CNIIC), — RenRen had 1234mm users, as at 1 July 2011 —711mm QQ accounts, with record 145mm concurrent 1
  • CONVERSATION AND COMMUNITY: DEFINE ASIA ONLINE2
  • 2011 APAC DIGITAL TRENDS: HOW DID WE DO? 1. ATTENTIONOMICS 2. SOCIAL BROADCASTING 3. DIGITAL CURATION 4. THE INTEGRATION ECONOMY 5. SHOPPING IS FUN AND MOBILE 6. VIVA LA SOCIAL WEBSITE 7. EVERYWHERE BECOMES SOCIALISED 8. WAR FOR TALENT FOUGHT ONLINE3
  • ONE TREND TO RULE THEM ALL…“Wherever you live in the world, time will be viewed as a precious commodity, and perhaps become the new gold standard of living well.” Mitch Markson, CCO Edelman
  • The Fragility of Trust: Focus on Japan 2011 2012 Informed Public Informed Public TRUST IN INSTITUTIONS INFORMED PUBLICS – AGES 25-64 TRUST IN INDUSTRIES Business Media NGOs Government 75% - 12 - 21 - 26 Energy 29% -46 53% 47% 48% 36% 51% 30% 51% 25% 54% Media 33% -21 55% Financial services 38% -17 71% Banks 51% -20 CREDIBLE SPOKESPEOPLE -38 -23 -43 -55 -43 -26 TRUST IN INFORMATION SOURCES -30 -17 -16 -26 -13 -13 Newspaper TV Radio Magazines Technical Academic CEO A Person NGO Regular Financial/ Government Expert or Expert Like Represent. Employee Industry Official Yourself Analyst Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust); Q16-26. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust); Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each 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); Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Japan5 © Edelman, 2012. All rights reserved.
  • DIGITAL 2012: UNITY, UBIQUITY, UTILITY 1. TOUCH (SEE) AND GO 2. PERVASIVE PERSONAL CLOUD 3. CONVERGENCE EMERGENCE 4. HONESTY OF IDENTITY 5. SOCIAL, CONNECTED SHOPPING 6. GLOBAL COLONISATION, LOCAL MESSAGING 7. DIGITAL ACTIVISM 8. CONNECTED DEVICES 9. SOCIAL POLITICS 10. B2B LEADS SOCIAL BUSINESS6
  • TREND #1: TOUCH (SEE) AND GO As touch becomes the primary gateway to media consumption – people will spend more time, snacking from more content sources.7
  • Skepticism requires repetition MAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE ASIA PACIFIC REGION Three to Five times 64% APACQ148. [TRACKING] Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to beexposed to something about a specific company to believe that the information is likely to be true? Please enter the number of times below. (Excludes ‘Don’t Know’ responses)Informed publics ages 25-64 in Asia Pacific Region 8 © Edelman, 2012. All rights reserved.
  • BEST PRACTICE: DIGITAL BREAD-CRUMBING RECOMMENDATIONS • Captivate attention with visualizations • Encourage discovery, sharing and games • Syndicate based on online journey mapping • Use online content to aid offline conversion9
  • TREND #2: PERVASIVE PERSONAL CLOUD “Privacy may not be dead (yet), but you will find yourself increasingly happy to hand over your personal information in exchange for better service, more control, or both.” John McCrea10
  • BEST PRACTICE: CUSTOMISED, MOBILE, COMMERCE RECOMMENDATIONS • Multi-screen interoperability • Integrate social media profiles into customer databases • Real-time marketing and listening posts • Build security deep into engagement and content11
  • TREND #3: CONVERGENCE EMERGENCE Indonesians seek independent success, but are still driven by a need to belong to community – and convene offline.12
  • Diversification of Media TRUST IN INFORMATION SOURCES – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALAYSIA) 2011 Informed Public 2012 Informed Public + 27% + 89% TRADITIONAL ONLINE MULTIPLE SOCIAL MEDIA CORPORATE SOURCES APAC Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Asia Pacific Region (excludes Hong Kong and Malaysia)13 © Edelman, 2012. All rights reserved.
  • BEST PRACTICE: TRANSMEDIA EXPERENTIAL RECOMMENDATIONS • Optimize LoSoPhoMo for multi-channel distribution • Mobile as the entry-point to engagement • Combine offline and online events • Reward and recognise status14
  • TREND #4: HONESTY OF IDENTITY In North Asia, it has become a benefit to be found by friends on social networks - now outweighing concerns over privacy.15
  • Spokesperson credibility varies by country; “Person like me” among the most credible spokespeople in China and South Korea 2012 CREDIBLE SPOKESPEOPLE CHINA INDIA JAPAN SOUTH KOREAQ119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would theinformation 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 China, India,Japan, and South Korea16 © Edelman, 2012. All rights reserved.
  • BEST PRACTICE: CROWDSOURCING RECOMMENDATIONS • Promote and reward the use of Social IDs • Enable people to share content with friends  mobile applications  incentivize sharing • Recognize individuals for their contribution and ideas publicly17
  • TREND #5: SOCIAL, CONNECTED SHOPPING In Hong Kong, the tactile nature of shopping at a store is still important – people trust a product more if they can feel it in their hands, especially if the product is expensive..18
  • BEST PRACTICE: CHANNEL SOCIAL IMMERSIONRECOMMENDATIONS• Connect to purchase emotion and objections• Promote online content at offline conversion channels• Make online product content tactile• Mobile couponing and location-based deals19
  • TREND #6: GLOBAL COLONISATION, LOCAL MESSAGING In Japan and Korea, Facebook and Twitter are on a tear. However, mobile messaging – both local and simple – is proving the concept of niche mobile networks.20
  • BEST PRACTICE: NICHE COMMUNITIES RECOMMENDATIONS • Identify under-served niches and meet them • Frame up issues and discussions; editorialize • Make curation collaborative and social21
  • TREND #7: DIGITAL ACTIVISM Passionate people realize the power they wield when they direct their focus and creativity towards brands online.22
  • Calls for greater protection and responsible behavior THINKS THE MOST IMPORTANT ROLE THAT GOVERNMENT SHOULD PLAY IN BUSINESS IS: GLOBAL APAC Business 31% PROTECT CONSUMERS from irresponsible business practices 30% can address on its own 25% REGULATE BUSINESS ACTIVITIES to ensure companies are behaving responsibly 25% 19% 20% BUILD INFRASTRUCTURE that promotes and facilitates business opportunities 16% 18% Work to ENSURE FREE MARKET ACCESS AND OPEN COMPETITION within industries 4% 4% GIVE OR LOAN MONEY TO BUSINESS when it experiences financial crisis 4% 2% Government SHOULD NOT PLAY A ROLE in business Perceived drivers of irresponsible behavior: • Poor management (Global - 29%, APAC – 27%) • Unethical business practices (Global - 28%, APAC - 31%) • Shortcuts that lead to poor quality (Global - 21%, APAC -23%)Q127. Which of the following items do you think makes people in a company most likely to engage in risky and irresponsible behavior that could damage a company? Q131. Which ofthe following is the most important role that government should play in business? Informed Publics ages 25-64 in 25 country global total and Asia Pacific region 23 © Edelman, 2012. All rights reserved.
  • BEST PRACTICE: MOVEMENT MARKETING RECOMMENDATIONS • Digital Crisis Planning • Lead social engagement with clear sense of utility and offer • Break down internal silos for speed24
  • TREND #8: DEVICE FREEDOM In countries such as Singapore, the share of digital traffic coming from web-enabled devices already accounts for almost 6 percent of total web traffic. ComScore25
  • BEST PRACTICE: MUST-SEE SOCIAL TV RECOMMENDATIONS • Reimagine social content as television programming • Webisode bounce-back • Real time content engine • Monetize content irrespective of access point26
  • TREND #9: SOCIAL POLITICS For better or worse, the relationship between Malaysian politics and social media has just begun. With a general election in the near future, politicians will utilize the tool or be left behind, and citizens will work to influence others through the channel.27
  • Government not meeting public’s expectations in Asia Pacific ASIA PACIFIC REGION Government Importance Government Performance Gap -45 -46 -44 -37 -36 -31 -33 -25 APACQ132-139. How important is each of the following actions to building your trust in government? Please use a nine-point scale where one means that action is not at all important to building your trustand nine means it is extremely important to building your trust. (Top 2 Box , Very/Extremely Important) General Population in Asia Pacific Region; Q140-147. Please rate your government on how wellyou think they are performing on each of the following attributes using a nine-point scale where one means they are performing "extremely poorly" and nine means they are performing "extremelywell". (Top 2 Box , Performing Very/Extremely Well) General Population in Asia Pacific Region28 © Edelman, 2012. All rights reserved.
  • Business not meeting public’s expectations in Asia Pacific ASIA PACIFIC REGION Gap Business -28 Importance Company Performance -20 -33 -32 -26 -32 -32 -29 -24 -19 -21 -7 Closing the -18 gap on expectations -14 -7 -16 Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all important to building your APAC trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important) General Population in the Asia Pacific Region (excludes ‘Don’t Know’ responses);Q103-118. Please rate [INSERT COMPANY] on how well you think they are performing on each of the following attributes. Use a nine-point scale where one means they are performing “extremely poorly” and nine means they are performing “extremely well”. (Top 2 Box, Performing Very/ Extremely Well) General Population in the Asia Pacific Region29 © Edelman, 2012. All rights reserved.
  • BEST PRACTICE: DIGITAL PUBLIC ADVOCACY RECOMMENDATIONS • Back To Basics • Purpose Over Personality • Build digital embassies, effectively and purposefully • Align with NGO (or think tank) to amplify and multiply30
  • PAGE 31© 2011 Marina Bay Sands PTE LTD