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10 reasons why social media for brands is failing in Asia


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This presentation shares the top 10 reasons why social media for brands is failing in Asia. Discover what to include and most importantly what not to include in your next Social Media plan.

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10 reasons why social media for brands is failing in Asia

  1. 1. that we are going to spend the next 45 minutes together, let’s get to know each other a bit more... I head Pi Social Media, a 360 degree social media & digital marketing agency based in Singapore. More info about what we do can be found at I love digital media and sharing insights based on user behavior and our interaction with technology ! You can find me on social media (of course!) @ LinkedIn: Twitter: @write2kavita Facebook: E-mail:
  2. 2. There’s things within technology that has enabled us to organize and connect, and create in a way that was never imagined before, and that’s the beauty of it [...] It also brings out our flaws as a culture, and as a society. – Sascha Lewis. co-founder & CEO, Flavorpill Media
  3. 3. Up to 50% of mobile banner ad clicks are accidental (GoldSpot Media) Asia Pacific region accounts for 52.2% of global social media users (Go-Globe) Active monthlysocial mediausers rose 23%across SoutheastAsia in a year(We are Social) 34% users don’t trust banner ads at all (eMarketer) THE GOOD THE BAD THE UGLY
  4. 4. However… ***t happens
  5. 5. 10 top reasons WHY Social Media for Brands is Failing in Asia
  6. 6. #1. Aping the “West” Where does this stem from ? 1. The ‘play-it-safe’ mindset 2. One-size-fits all theory 3. Outsourcing creativity ( the easy way out ) What would be the preferred approach? 1. Ask if the audiences are similar ? 2. What were the insights of such a campaign ? 3. What can I do to improve this idea, make it simple, zippier and so on!
  7. 7. #2. Jaded consumers no longer respond to bought media What are the reasons for this ? 1. Digital advertising being treated as traditional media 2. Complete & total ad-fatigue 3. Disconnected campaigns, poor creatives, lack of user understanding...the list is long. What would work? 1. Hyperlocal, targeted ads with awesome creatives of course! 2. Work harder for earned media with creative campaigning and audience connect.
  8. 8. #3. More ‘strategy’, less ‘heart’ What's missing? 1. A genuine connect with the audience. 2. A voice and personality the audience can relate to. Its either too chirpy or too official. So how does a brand work around it ? 1. Data alone can only go so far. Go with the gut. 2. Familiarity with the local market, their likes and dislikes make the content human. 3. Humour, warmth, compassion, empathy with causes you believe in always shines through.
  9. 9. Thanks for your interest in our webinar. To see a video of the full webinar, as well as other webinars from Pi Social Media, head on to: