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

1. INSIGHTS @ EDELMAN DIGITAL: APAC
EIGHT DIGITAL TRENDS TO WATCH IN 2011
YOU AINT SEEN NOTHING YET! DAVID ARMANO
CURATED BY STEVE RUBEL AND
DIGITAL TRENDS RESHAPING CONSUMER ENGAGEMENT AND MEDIA
CONSUMPTION ACROSS ASIA
John Kerr
Regional Director, Edelman Digital APAC
@johnkerrnz
BY EDEN IN CHINA
Photo by pumpkincat210

2. 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

3. CONVERSATION AND COMMUNITY: DEFINE ASIA ONLINE
2

4. 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 ONLINE
3

5. 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

6. 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 Japan
5 © Edelman, 2012. All rights reserved.

7. 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 BUSINESS
6

8. 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

9. Skepticism requires repetition
MAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE
ASIA PACIFIC REGION
Three to Five times
64%
APAC
Q148. [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 be
exposed 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.

10. 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 conversion
9

11. 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 McCrea
10

12. 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
content
11

13. TREND #3: CONVERGENCE EMERGENCE
Indonesians seek independent success, but are still driven by a
need to belong to community – and convene offline.
12

14. 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.

15. 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
status
14

16. 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

17. 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 KOREA
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) Informed Publics ages 25-64 in China, India,
Japan, and South Korea
16 © Edelman, 2012. All rights reserved.

18. 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 publicly
17

19. 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

20. BEST PRACTICE: CHANNEL SOCIAL IMMERSION
RECOMMENDATIONS
• Connect to purchase
emotion and objections
• Promote online content
at offline conversion
channels
• Make online product
content tactile
• Mobile couponing and
location-based deals
19

21. 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

22. BEST PRACTICE: NICHE COMMUNITIES
RECOMMENDATIONS
• Identify under-served
niches and meet them
• Frame up issues and
discussions; editorialize
• Make curation
collaborative and social
21

23. TREND #7: DIGITAL ACTIVISM
Passionate people realize the power they wield when they direct
their focus and creativity towards brands online.
22

24. 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 of
the 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.

25. BEST PRACTICE: MOVEMENT MARKETING
RECOMMENDATIONS
• Digital Crisis Planning
• Lead social engagement
with clear sense of utility
and offer
• Break down internal
silos for speed
24

26. 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. ComScore
25

27. 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
point
26

28. 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

29. 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
APAC
Q132-139. 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 trust'
and 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 well
you 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 "extremely
well". (Top 2 Box , Performing Very/Extremely Well) General Population in Asia Pacific Region
28 © Edelman, 2012. All rights reserved.

30. 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 Region
29 © Edelman, 2012. All rights reserved.

31. 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
multiply
30

32. PAGE 31
© 2011 Marina Bay Sands PTE LTD