Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Asia-Pacific Corporate Social Media Study 2011
          How Asian Companies are Engaging Stakeholders Online




Burson-M...
Many more Asian companies now use
social media platforms
Number of social media channels with corporate activity

        ...
S. Korean companies are the
most ‘social’ Asians
Corporate use of social media channels by market - 2011                  ...
Southeast Asian firms have invested strongly
in social media in 2011
Corporate use of social media channels by market - 20...
Asian companies prefer social networks
and micro-blogs
Top social platforms used for corporate marketing and communication...
Asian firms continue to lag their global
peers and competitors
Top global social platforms used for corporate marketing an...
Corporate social strategies remain
short-term and piecemeal
Levels of corporate activity on company social media channels
...
Integration of social media with
corporate websites remains a low priority
Integration of social media channels with compa...
Corporate social storytelling in Asia
remains in its infancy
Use of company video sharing channel
                        ...
Media & influencer outreach dominates
corporate social activity
Focus of corporate social media activity

                ...
Technology & telecoms companies are
Asia’s most advanced social media users
Corporate use of social media channels by indu...
Approach & next steps to corporate
social media
Companies considering developing and
implementing a corporate social media...
Methodology
This study assesses corporate marketing and                         Social media channels analysed comprised t...
Further Information
Charlie Pownall                                  Carly Yanco                                Kelvin Lim...
About Burson-Marsteller Asia-Pacific

Burson-Marsteller Asia-Pacific is the leading                       Our Asia-Pacific...
Upcoming SlideShare
Loading in …5
×
Upcoming SlideShare
El sistema global de medios v2.0
Next
Download to read offline and view in fullscreen.

11

Share

Burson-Marsteller Asia-Pacific Corporate Social Media Study 2011- Summary Presentation

Download to read offline

This presentation accompanies the Burson-Marsteller Asia-Pacific Corporate Social Media 2011. The study assesses corporate marketing and communications activity on top social media channels by 120 of Asia’s leading companies. Companies were selected from the Wall Street Journal Asia 200 Index of Asia’s leading companies as determined by executives and professionals across Asia-Pacific. The top 10 companies per country were selected. A full list of companies surveyed is available on page 33 of this study. The countries studied were: Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, The Philippines, Singapore, South Korea, Taiwan and Thailand.

Data was collected in July 2011 by Burson-Marsteller’s Asia-Pacific digital and research teams.

Related Books

Free with a 30 day trial from Scribd

See all

Burson-Marsteller Asia-Pacific Corporate Social Media Study 2011- Summary Presentation

  1. 1. Asia-Pacific Corporate Social Media Study 2011 How Asian Companies are Engaging Stakeholders Online Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
  2. 2. Many more Asian companies now use social media platforms Number of social media channels with corporate activity Key take-aways 2011 2010 • 81% of top Asian companies have a branded social media presence – compared to 40% in 2010 • Under 20% of top Asian companies have no official corporate social media presence - compared to 60% in 2010 • Most social media channels are used for both branded product marketing and corporate communications purposes Source: Asia-Pacific Corporate Social Media Study 2011 Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
  3. 3. S. Korean companies are the most ‘social’ Asians Corporate use of social media channels by market - 2011 Key take-aways • South Korean companies are the most aggressive users of social media for corporate communications and marketing • Chinese, Malay and Thai firms are also agressively using social media Percentage of companies using the four major social media channel types across Asia-Pacific - 2011 Source: Asia-Pacific Corporate Social Media Study 2011 Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
  4. 4. Southeast Asian firms have invested strongly in social media in 2011 Corporate use of social media channels by market - 2010 Key take-aways • Southeast Asian (Malay, Thai and Filipino) firms have invested strongly in social media over the past twelve months • Taiwanese and Singaporean firms continue to lag their peers and competitors in other Asian markets Percentage of companies using the four major social media channel types across Asia-Pacific - 2010 Source: Asia-Pacific Corporate Social Media Study 2011 Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
  5. 5. Asian companies prefer social networks and micro-blogs Top social platforms used for corporate marketing and communications Key take-aways • Social networks are the most popular social media channels, though tend to be used for both product and corporate marketing • Micro-blogs are also popular, as they are easier to manage and are less dialogue-oriented • Few Asian companies are using blogs to communicate with corporate audiences Percentage of top Asian companies using one or more of the four top social media platforms Source: Asia-Pacific Corporate Social Media Study 2011 Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
  6. 6. Asian firms continue to lag their global peers and competitors Top global social platforms used for corporate marketing and communications Key take-aways • There was an 18% increase in Fortune Global 100 companies using Twitter, followed by a 14% growth in YouTube channels and a 13% growth in companies using Facebook pages • Twitter is emerging as the predominant social media platform used by corporations, although corporate Facebook pages have more “likes” than Twitter accounts have “followers” Percentage of top Asian companies using one or more of the four top social media platforms Source: Global Fortune 100 Corporate Social Media Study 2011 Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
  7. 7. Corporate social strategies remain short-term and piecemeal Levels of corporate activity on company social media channels Key take-aways • 62% of social channels surveyed were inactive • Companies that use social networks and corporate blogs are most committed to these channels, as they require more active management • Conversely, Asian firms that have set up video sharing channels struggle to keep them updated Percentage of companies with active (at least one post during the period July 01-15, 2011) or inactive (with no posts or activity) social media channels used solely or in part for corporate marketing and communications Source: Asia-Pacific Corporate Social Media Study 2011 Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
  8. 8. Integration of social media with corporate websites remains a low priority Integration of social media channels with company website Key take-aways • South Korean, Australian and Malay firms are promoting their social media channels most actively via their websites • Most firms are still testing social media, and fear that linking it closely to their ‘core’ online channels may increase the likelihood of loss of face Percentage of companies promoting their branded social media channels via their corporate homepage or page sharing tools Source: Asia-Pacific Corporate Social Media Study 2011 Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
  9. 9. Corporate social storytelling in Asia remains in its infancy Use of company video sharing channel Key take-aways • Use of video to tell the corporate story is thin • Companies in South Korea, Australia and India are most actively using online video • Relatively poor telecoms infrastructures has limited video communication in some markets, especially in Southeast Asia The average number of videos uploaded to a company’s video sharing channel(s) from 1-15 July 2011 (inclusive) Source: Asia-Pacific Corporate Social Media Study 2011 Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
  10. 10. Media & influencer outreach dominates corporate social activity Focus of corporate social media activity Key take-aways • Asian companies are focused mostly on ‘pushing’ news to users, including journalists, bloggers and other opinion- formers • Few Asian company CEOs or senior executives are actively using social media • Crisis and issues communications mostly concern customer service complaints that may escalate Percentage of corporate marketing or communications posts to company social media channels across Asia-Pacific during the period July 01-15, 2011 Source: Asia-Pacific Corporate Social Media Study 2011 Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
  11. 11. Technology & telecoms companies are Asia’s most advanced social media users Corporate use of social media channels by industry Key take-aways • Telecoms companies are the most active users of social media for corporate purposes • Of the industries represented, financial services are the least enthusiastic users of social media Percentage of companies by industry sector using one or more of the four top social media types Source: Asia-Pacific Corporate Social Media Study 2011 Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
  12. 12. Approach & next steps to corporate social media Companies considering developing and implementing a corporate social media strategy might usefully consider the following: • Monitor Continuously Next steps • Clarify Objectives • Get Management Buy-In 1.Understand your Audiences • Align Messages 2.Assess your Communications Capabilities • Connect the Dots • Contribute to the Community 3.Identify and Strengthen Gaps • Participate in Times Good and Bad 4.Re-design Policies, Procedures and Toolkits • Be Prepared to Respond in Real-time 5.Communicate Employee Roles and Responsibilities • Be Flexible 6.Cascade Learnings • Speak as a Human • Don’t be Heavy Handed • Optimise Continually Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
  13. 13. Methodology This study assesses corporate marketing and Social media channels analysed comprised the top communications activity on top social media social networks, micro-blogs, video sharing and channels by 120 of Asia’s leading companies. corporate blogging platforms per country – hosted Companies were selected from the on third party platforms and/or website-based. Wall Street Journal Asia 200 Index of Asia’s leading companies as determined by executives Data was collected in July 2011 by Burson- and professionals across Asia-Pacific. The top 10 Marsteller’s Asia-Pacific digital and research teams. companies were selected per country. Accounts were considered ‘active’ if they had at least one post by the company on or between July The countries studied were: Australia, China, 1st and 15th 2011. Hong Kong, India, Indonesia, Japan, Malaysia, The Philippines, Singapore, South Korea, Taiwan Of the 120 companies surveyed, 24 of them are in and Thailand. financial services, 15 in telecommunications, 25 in consumer goods, and 14 from the technology Corporate marketing is defined as: Media and sector. Influencer Relations; Corporate Social Responsibility; Thought Leadership; Leadership Communications; Crisis and Issues Management; Recruitment Marketing. This study is made available under a Creative Commons Attribution 3.0 Unported License. Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
  14. 14. Further Information Charlie Pownall Carly Yanco Kelvin Lim Lead Digital Strategist (Asia-Pacific) Head of Digital (Australia) Digital Strategist (Malaysia) charles.pownall@bm.com carly.yanco@bm.com kelvin.lim@bm.com Albert Pereira Leon Zhang Jinny Jacaria President, Digital (India) Digital Strategy & Insights Lead (China) Account Director (Philippines) albert.pereira@bm.com leon.zhang@bm.com jjacaria@seinc.com.ph Craig Adams Terence Yam Steve Bowen Director, Marketing (Asia-Pacific) Digital Strategist (Hong Kong) Managing Director (Singapore) craig.adams@bm.com terence.yam@bm.com steve.bowen@bm.com Zaheer Nooruddin Salil Jayakar DaeChul Shin Digital Chief Marketing Officer (Asia-Pacific) Digital Strategist (India) Digital Associate (S. Korea) zaheer.nooruddin@bm.com salil.jayakar@bm.com daechul.shin@bm.com Natashia Jaya Luna Chiang Digital Associate (Indonesia) Senior Account Director (Taiwan) natashia.jaya@bm.com luna.chiang@compasspr.com.tw Gosuke Kumamura Jeremy Plotnick Lead Digital Strategist (Japan) Knowledge Director (Thailand) gosuke.kumamura@bm.com jeremy.plotnick@abm.co.th Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
  15. 15. About Burson-Marsteller Asia-Pacific Burson-Marsteller Asia-Pacific is the leading Our Asia-Pacific network consultancy for organisations communicating in Asia- Pacific and internationally. With a presence in the Offices region dating back to 1973, Burson-Marsteller today Bangalore, Beijing, Chengdu, Chennai, Guangzhou, includes 35 offices and affiliates in 16 countries Gurgaon, Hong Kong, Hyderabad, Jakarta, Kolkata, integrated seamlessly into a global network operating Kuala Lumpur, Mumbai, Pune, Seoul, Shanghai, in 98 countries. Shenzhen, Singapore, Sydney, Tokyo Our evidence-based approach to communications Affiliates provides our clients with effective, data-driven Adelaide, Auckland, Bangkok, Brisbane, Canberra, programs delivered through multiple channels and Colombo, Dhaka, Islamabad, Karachi, Kathmandu, focused on tangible, measurable results. Our team of Kuala Lumpur, Lahore, Manila, Perth, Taipei, more than 700 professionals offers a powerful Wellington combination of local knowledge, sector expertise and global communications reach. For more information, please visit: burson-marsteller.asia Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
  • TommiChan1

    Nov. 17, 2016
  • boshemian

    Nov. 28, 2011
  • SisterTweet

    Nov. 15, 2011
  • celiasun

    Nov. 10, 2011
  • MIRAI_MEDIA

    Nov. 8, 2011
  • bluffstone

    Oct. 29, 2011
  • bursonmarstellerchina

    Oct. 28, 2011
  • kitseeborg

    Oct. 27, 2011
  • clouvi1

    Oct. 26, 2011
  • yizmo

    Oct. 26, 2011
  • alakel

    Oct. 26, 2011

This presentation accompanies the Burson-Marsteller Asia-Pacific Corporate Social Media 2011. The study assesses corporate marketing and communications activity on top social media channels by 120 of Asia’s leading companies. Companies were selected from the Wall Street Journal Asia 200 Index of Asia’s leading companies as determined by executives and professionals across Asia-Pacific. The top 10 companies per country were selected. A full list of companies surveyed is available on page 33 of this study. The countries studied were: Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, The Philippines, Singapore, South Korea, Taiwan and Thailand. Data was collected in July 2011 by Burson-Marsteller’s Asia-Pacific digital and research teams.

Views

Total views

12,998

On Slideshare

0

From embeds

0

Number of embeds

5,300

Actions

Downloads

410

Shares

0

Comments

0

Likes

11

×