Asia Online? How Asian companies are missing the social media train

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Presentation by Steve Bowen, managing director of marketing for Burson-Marsteller Asia-Pacific, summarizes and outlines implications of the firm's research into corporate engagement on social media. First delivered to the American Chamber of Commerce in Singapore on February 22 2011

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Asia Online? How Asian companies are missing the social media train

  1. 1. Asia Online?How Asian Corporations are Missing the Social Media Train – and What They Can Do About It
  2. 2. A tale of two studies Fortune Global 100 Social Media Checkup Asia Pacific Social Media Study • February 2011 • October 2010 • Fortune Global 100 List • Wall Street Journal Asia 200 List • Iterative study • Inaugural study • Globally indicative • Regionally indicative
  3. 3. 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 (2009)
  4. 4. 94% of online conversation around Asian corporate brands is neutral in tone 28% China 53% Positive 20% Negative 34% Mixed India 54% 12% 40% Japan 49% 11% 54% Korea 39% 7%Source: Burson-Marsteller Asia-PacificBased on a review of 492,838 mentions of prominent Asian brands in online forums
  5. 5. 63% gap messages disseminated messages reflected in by Asian multinationals blog commentarySource: Burson-Marsteller Global Message Gap Study 2010
  6. 6. % effectiveness of consumer touchpoints Store/agent/dealer interactions 12% •Word of mouth 26% Consumer-driven marketing •Online research 32% 21% 43% •Offline and/or print reviews 63% 74% Past experience 28% 37% •Traditional advertising 31% •Direct marketing Company-driven marketing •Sponsorship 10% •In-store product experience 5% •Salesperson contact 39% 26% 22% Initial Active Closure consideration consideration setSource: McKinsey Quarterly“The consumer decision-making journey” 2009 Vol. 3
  7. 7. Asian companies are comparatively slow to set up a social media presence Percentage of companies with at least one branded social media channel Global 86% Asia 40%Source: Global data from Burson-Marsteller Global Fortune 100 Social Media Checkup 2011 Asia data from Burson-Marsteller Asia-Pacific Social Media Study 2010
  8. 8. Social networks are the preferred channel in Asia-Pacific Asian companies Fortune 100 global companies 77% 61% 57% 36% 20% 18% 12% 8% Microblogs Social Corporate Video Twitter Facebook Corporate YouTube Networks Blogs Blogs Percentage of companies with a branded presence on each social media channelSource: Global data from Burson-Marsteller Global Fortune 100 Social Media Checkup 2011 Asia data from Burson-Marsteller Asia-Pacific Social Media Study 2010
  9. 9. Different patterns of engagement… Percentage of companies with a branded presence on each social media channel Australia 30% 10% 20% China 20% 30% Hong Kong 20% 50% 10% 10% India 30% 30% 20% 10% Indoneisa 30% 40% Japan 10% 10% 10% South Korea 50% 30% 40% 20% Malaysia 20% 10% Philippines 10% 10% Microblogs Singapore 10% 10% Social Networks Taiwan 10% Corporate Blogs Thailand 20% 40% 10% Video sharingSource: Burson-Marsteller Asia-Pacific Social Media Study 2010
  10. 10. ...but consistent lack of sustainable social strategies Active 20% Inactive 18% 12% 11% 9% 8% 8% Microblogs Social Networks 4% Corporate Blogs Video 55 of Asian corporate social % media accounts are inactiveSource: Burson-Marsteller Asia-Pacific Social Media Study 2010
  11. 11. Asian MNCs with an established global presence are expanding Companies in Fortune Global 100 with a presence on four major networks 34% 33% 28% 25% 25% 2010 20% 2011 15%15% Global Asia-Pacific Europe U.S.Source: Burson-Marsteller Global Fortune 100 Social Media Checkup 2011
  12. 12. Increasing interest among online audiences 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
  13. 13. …but actual engagement is limited Allows Likerposts Responds to Liker posts 89% 74% 72% 57% 60% 59% 51% 28% Global Asia-Pacific Europe U.S.Source: Burson-Marsteller Global Fortune 100 Social Media Checkup 2011
  14. 14. Five imperatives strategic awareness storytelling integration measurement
  15. 15. The strategic imperative Assign dedicated resources to social media management Elevate the conversation Use the right social medium for the right purpose http://blog.sina.com.cn/cmrilabs
  16. 16. The awareness imperative Monitor and track conversations Understand audience wants and needs Move beyond broadcast
  17. 17. ―If a story is not aboutthe hearer, he will notlisten. And here I make arule—a great andinteresting story is about The storytelling imperativeeveryone or it will notlast.‖  Embrace digital storytelling John Steinbeck (East of Eden)  Create and share repurposable content  Focus on the audience’s perspective
  18. 18. The integration imperative Use multiple social media accounts to target stakeholder groups Provide a central hub to direct audiences to relevant content Integrate efforts to avoid message disparity
  19. 19. The measurement imperative Set measurable objectives from the outset Measure only what is meaningful Link social media activity to tangible outcomes
  20. 20. A tale of two studies Fortune Global 100 Social Media Checkup Asia Pacific Social Media Study Available at http://slidesha.re/gCotBS Available at http://slidesha.re/fxPKK2
  21. 21. Photo Credits Slide 2 http://www.flickr.com/photos/davedugdale/5099718716 Slide 4 http://www.flickr.com/photos/smanography/2366162104 Slide 7 http://www.flickr.com/photos/pedromourapinheiro/5075612989 Slide 8 http://www.flickr.com/photos/69805768@N00/3292899689 Slide 9 http://www.flickr.com/photos/xiaming/1369788004 Slide 10 http://www.flickr.com/photos/25515715@N04/3277210531 Slide 12 http://www.flickr.com/photos/matthewfield/2306001896 Slide 14 http://www.flickr.com/photos/suessmichael/4430417324 Slide 15 http://www.flickr.com/photos/luisbg/2094497611 Slide 16 http://www.flickr.com/photos/sovietuk/378834651 Slide 18 http://www.flickr.com/photos/fieldsphotos/181150286 Slide 19 http://www.flickr.com/photos/heavyweightgeek/2334939683 Slide 20 http://www.flickr.com/photos/coreytempleton/3935005227 All other images from Microsoft or Wikimedia Commons Flickr images sourced through http://compfight.com/
  22. 22. Asia Online? Steve Bowen Managing Director – Brand Marketing Burson-Marsteller Asia-Pacific steve.bowen@bm.comwww.burson-marsteller.asiawww.facebook.com/bursonmarsteller.asia@BMAsiaPacific

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