Asef speech 030613

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  • Confucius set against a cool background:According to Confucius, the three things necessary for government are weapons, food and trust. If a ruler can’t hold onto all three, Confucius told his disciple Tsze-kung, he should give up the weapons first and the food next. Trust must be jealously guarded for “without trust we cannot stand.”
  • A look at our methodology: this was the 13th year for the Edelman Barometer. The online survey was conducted with over 31,000 respondants (1000 per country for general population, 500 informed publics in the US and UK, and 200 informed publics in other countries). This year, distinctions between developing markets and emerged markets brought interesting comparative insights.
  • Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) and across 25 countries
  • GOOD PURPOSE_ASIAHIGHLIGHT ASIAN COMPANY Q30. How much do you agree or disagree with the following statement? - Compared to five years ago, ‘people like me’ now have more power and influence to make a difference. 16-country global total and across 16 countries (Top 2 Box, Agree)
  • MAKE ASIA HIGHLIGHTEDFor the first time ever, US consumers believe “people like me” are the most responsible for addressing society’s issues, bypassing both governments and corporations.Q23. Who from the list below do you believe should be most responsible for addressing societal issues? 16-country global total and across 16 countries
  • Google Disaster Response During Jakarta FloodingArticle 1:http://www.rappler.com/life-and-style/technology/19986-google-s-crisis-response-team-puts-up-jakarta-resourcesHighlights:Google also has a mobile-optimized emergency page with location and contact information for shelters. The Next Web also notes that the essential information is available through the Google FreeZone service, which allows free Internet access to Google services on supported feature phones and carriers.Article 2:http://thenextweb.com/google/2013/01/18/google-rolls-outs-crisis-response-resources-in-indonesia-as-jakarta-is-hit-by-floods/Highlight:As a company with so many high profile services that Internet users come into contact with — via mobile devices or desktops — Google’s efforts can help make a difference to those that are affected by natural disasters, either directly or via family and friends.
  • Google crowd-sourced to complement & enrich its page with the information needed by the affected society during a disaster, e.g flood.However, Google is not crowdsourcing from random public but rather registered "Responders"; those who registered and participated in Google's effort to help mitigating/recovering from disaster will be equipped with Google's tools. These responders will feed Google with information they gain from their locations via the tools. Google also encourage organizations and government's agency to participate as their "Responders". That will be how Google pool information and turn it into an interactive map or news section on their disaster response page.More information: http://www.google.org/crisisresponse/ and http://www.google.org/crisisresponse/resources.html
  • “The concept is to integrate the flood-report system of the ICT Ministry -- at www.floodthailand.net -- and thegeographic-information system developed by Chulalongkorn University to provide real-time situation reports and allow people to report flood information from their locations into the system. This integration of the ICT Ministry's and Chulalongkorn University's flood-report systems is aimed at providing real-time flood information, developed by people, for the people. It works as a crowdsourcing model.""We want the system to be based on crowdsourcing and social checking. Its beauty is to have a wide range of information from people. Authorities alone cannot cover the wide range of flood information in detail.”http://www.crowdsourcing.org/document/thailands-flood-crisis-network-to-rely-on-public-reports/8035
  • Paper:http://www.ipedr.com/vol39/009-ICITE2012-B00019.pdfHighlights:Social media has played a significant role in disseminating information about these disasters by allowing people to share information and ask for help. Social media are also becoming vital to recovery efforts after crises, when infrastructure must be rebuilt and stress management is critical. During disasters all the conventional communications generally stop functioning at this time interval while social media or networking services stay active. Conducted research has found that though the use of mobile phones and email did predictably increase in the immediate aftermath of the earthquake the use of social networking sites also increased and even surpassed the use of more conventional methods of communication such as fixed phonesOther Relevant Source:The Role of Online & Social Media in Natural Disasterhttp://socialmediatoday.com/saysdavid/261898/role-online-and-social-media-natural-disasters
  • Article:http://www.asiadigitalmap.com/2011/11/weekly-webinar-social-media-in-the-healthcare-industry/Highlights:Consumers have become increasingly empowered to take their health into their own hands via the Internet, gaining access to vast medical information portals, self-monitoring and self-diagnosis tools, and peer support social networks. In China, for example, 80% of consumers conduct online research before consulting their doctors. In Asia, bringing these tools to mobile phones has been key in increasing access to more reliable health information. This is evidenced by the rise of mobile health apps, which indulge our burgeoning obsession with ‘the quantified self.’ However, it can also be as simple as being able to SMS a network of doctors for answers to pressing questions in real-time. From the physician’s point of view, they have to now manage this newly empowered patient, who comes to them armed with information and data gathered online. They find they are having to make themselves more accessible via a multiplicity of channels while adhering to established codes of ethics and confidentiality (as often official regulatory guidelines about physicians’ social media conduct are lacking
  • Dokter Gratis (Free Doctor)An App for consultation (iOS, Android)Developed by Warung Kreasi and handled by Medika Consulting groupAt the moment there are 12 general practitioners to respond to all the chats every day. Working in shifts, it’s claimed that a doctor has the capacity to handle about 1,000 chats per day. The app has so far been downloaded 130,000 times with around 500 chats happening each dayDokita (Dokter Kita = Our Doctor)An (Android) app service of Dokita.co, one of the products/ideas by Aibilities; patients can 1) Consult. 2) Submit prescription. 3) Purchase medicine & medical items Aibilities is a startup company focusing on health issueAnother app by Aibilities: Blink Control (aims to help paralyzed patients to communicate through their gadgets using nothing but eye blinks as the input method for text-to-speech features)Interesting Article from TechinAsia Indonesian Healthcare Startup Has Big Ideas:http://www.techinasia.com/indonesian-aibilities-new-stats/Highlight: “There is also another similar healthcare solution for Indonesians called MeetDoctor.com that we wrote about last year. Although they both have similar features like free doctor consultations, I still love how the trend is going now: more local solutions to our healthcare problems.”Watch Introduction Video:http://www.youtube.com/watch?v=3eAAkUQe5lo&feature=player_embedded
  • In East Flores they’ve had amazing results using SMS to deliver essential healthcare information to expectant mothers. They claim it has halved maternal mortality rates Notes:Needs pre-planning with local TelcosOpt-in / opt-outGet Telcos to cover agreed message costs Potentially very useful for pandemicsLink to Facebook content
  • - Think about your crowd-sourcing strategies, or ‘limited crowd’, like GoogleGoogle crowd-sourced to complement & enrich its page with the information needed by the affected society during a disaster, e.g flood.However, Google is not crowdsourcing from random public but rather registered "Responders"; those who registered and participated in Google's effort to help mitigating/recovering from disaster will be equipped with Google's tools. These responders will feed Google with information they gain from their locations via the tools. Google also encourage organizations and government's agency to participate as their "Responders". That will be how Google pool information and turn it into an interactive map or news section on their disaster response page.More information: http://www.google.org/crisisresponse/ and http://www.google.org/crisisresponse/resources.html
  • Asef speech 030613

    1. 1. MOBILE,SOCIAL & MESOCIAL MEDIA IN DISASTER & PANDEMICCOMMUNICATIONSStephen Lock ASEF FoundationEdelman, head of public affairs for South East Asia Denpasar, 3 June 2013
    2. 2. TRUST IS EVERYTHING“The three things necessary for government areweapons, food and trust.If a ruler can‟t hold onto all three, he should giveup the weapons first and the food next.”— ConfuciusWITHOUT TRUST WE CANNOT STAND.
    3. 3. MARKET COMPARISONSDeveloped: US, UK, France,Germany and JapanEmerging: Brazil, Mexico,Russia, India and ChinaONLINE SURVEYIN 26 COUNTRIES• 31,000+ respondents• 5 years in 20+ markets• 8 years in 10+ marketsGENERALPOPULATION• 1000 respondents per country surveyed• Ages 18+• 2 years of dataINFORMEDPUBLICS• 500 respondents in U.S. and China & 200in other countries• Ages 25-64• College-educated• In top 25% of household income per agegroup in each country• Report significant media consumptionand engagement in business news andpublic policy• 13 years of dataIndicates Global DataAPAC SELECT COUNTRIES:China, Japan, India, Malaysia,Singapore, South Korea,Indonesia, Australia, and HongKongEDELMANS 13TH ANNUAL SURVEY,LARGEST GLOBAL EXPLORATION OF TRUST
    4. 4. GLOBAL 57China 80Singapore 76India 71Mexico 68Hong Kong 67UAE 66Malaysia 64Canada 62Indonesia 62U.S. 59Netherlands 59Brazil 55Germany 55France 54Sweden 54UK 53Italy 51Australia 50Poland 48S. Korea 47Ireland 46Argentina 45Spain 42Turkey 42Japan 41Russia 362011 20132012DISTRUSTERSTRUSTERSNEUTRALGLOBAL 51China 76UAE 68Singapore 67India 65Indonesia 63Mexico 63Netherlands 61Hong Kong 61Canada 58Malaysia 57Italy 56Argentina 54Australia 53Brazil 51Sweden 49U.S. 49South Korea 44Poland 44U.K. 41Ireland 41France 40Germany 39Spain 37Japan 34Russia 32GLOBAL 55Brazil 80UAE 78Indonesia 74China 73Netherlands 73Mexico 69Singapore 67Argentina 62India 56Italy 56Canada 55South Korea 53Sweden 52Japan 51Australia 51Spain 51France 50Poland 49Germany 44U.S. 42U.K. 40Russia 40Ireland 39Edelman’sTrust index:After a year high ofdistrust in 2012,Shift back to neutralin 2013BIG CHANGES FROM2008Germany +19China +18Canada +14India +11BIG CHANGES FROM2012Germany +16France +14UK +12US +10Composite score is an averageof a country‟s trust in all fourinstitutions. Informed Publicsages 25-64 in 20-country globaltotal
    5. 5. APAC TRUST LEVELS HIGHER THAN MOSTGLOBAL AVERAGESTRUST IN INSTITUTIONS – APAC AND GLOBALGOVERNMENTMEDIABUSINESSNGOsQ11-14. [TRACKING] Below is a list ofinstitutions. For each one, please indicatehow much you trust that institution to do whatis right using a 9-point scale where onemeans that you “do not trust them at all” andnine means that you “trust them a greatdeal”. (Top 2 Box, Trust a great deal and Top4 Box, Trust) Informed Publics ages 25-64and General PopulationTRUST TOTAL:60% TRUST TOTAL:48%TRUST TOTAL:64%TRUST TOTAL:58%TRUST TOTAL:63%TRUST TOTAL:68%TRUST TOTAL:57%TRUST TOTAL:66%24% 16% 20% 17%22% 17% 25% 22%APAC InformedPublicsGlobal InformedPublicsTrust a Great Deal
    6. 6. NGOs REMAIN MOST TRUSTED INSTITUTION;FOUR OUT OF FIVE MARKETS WITH HIGHEST TRUST IN APAC REGIONN/A50%2008 67% of markets surveyedhave a trust score above 50%2013 88% of markets surveyedhave a trust score above 50%2008 China:48%TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)58%78%79%68%70%64%66%58%60%67% 66% 67%75%48%65%53%74%55% 54%49%59%51%53%41%28% 30%63%83% 81%76% 76%75% 73%70% 69% 69% 67%66% 66%64% 64% 63% 63% 62%61%59%57% 56% 55%51%46%40%37%20122013Q11-14. [NGOs 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 meansthat you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, HongKong, Malaysia, Singapore, Turkey and UAE) and across 26 countries
    7. 7. BUSINESS TRUSTED MORE THAN GOVERNMENT IN16 OF 26 MARKETS SURVEYEDTRUST IN BUSINESS VS. GOVERNMENT59%82%64%49%74%56%81%44%56%52%44%40%62%56%47% 48%63%58%48%61% 60%77%44%58%65%74%31%50%41%33%19%47%30%57%20%35%32% 32%29%53%47%40%43%60%58%48%62% 63%82%49%65%73%81%44%Q11-14. [Business in General and Government in General] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a9-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) Informed Publics ages 25-64 in 26-countryglobal total and across 26 countriesGAP BETWEEN BUSINESS & GOVERNMENT GROWINGGlobally, largest gap since 2007*Trust in Government: 62% of marketssurveyed have trust score below 50%Trust in Business: 35% of marketssurveyed have trust score below 50%BusinessGovernment
    8. 8. 44%77%73%66%58% 57% 57%47%41% 39% 37% 36%29% 26%21% 20% 20%8Me: Empowered‘People like me’ now have more power and influence to make a difference
    9. 9. CREDIBLE SPOKESPEOPLE69%67%61%51%51%50%43%36%ACADEMIC OREXPERTTECHNICAL EXPERTIN THE COMPANYA PERSON LIKEYOURSELFFINANCIAL ORINDUSTRY ANALYSTNGOREPRESENTATIVEREGULAREMPLOYEECEOGOVERNMENTOFFICIAL ORREGULATOR201366%71%71%54%69%57%62%54%201333%37%31%15%20%18%22%15%201351%66%50%51%53%35%34%22%201382%77%69%77%59%62%73%54%201365%63%46%49%50%48%34%36%2013Q130-143. [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, Very/ Extremely Credible) Informed publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong,Malaysia, Singapore, Turkey and UAE)
    10. 10. 50%STEADY GROWTH IN TRUST IN MEDIA OVER TIME; RESULT OFDIVERSIFICATION OF OPTIONS AND STRONG COVERAGE OF SCANDALSTRUST IN MEDIA52%79%70%80%65%65%61%65%42%54%47%61%61%41%45% 46%57%45%37% 38%49%35%48%36%43%33%57%81%79%77%70%68% 66% 66%61% 61% 60%59% 57%54%51% 50% 50% 49% 47% 47% 47%45% 45% 43%42%38%26%20122013Q11-14. [Media in General 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 scalewhere one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total(excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) and across 26 countries2008 50% of markets surveyed have atrust score 50% or above2013 62% of markets surveyed have atrust score 50% or above
    11. 11. 58% 58%43% 41% 40%51% 47%32%26% 30%65%71%56% 58%52%64% 63%52% 49% 47%TRADITIONAL MEDIA ONLINE SEARCH ENGINES HYBRID MEDIA SOCIAL MEDIA OWNED MEDIAGlobal Developed Emerging APACQ178-182.When looking for general news and information, how much would you trust each type of source for general news and information? Please use a 9-point scale where onemeans that you "do not trust it at all" and nine means that you "trust it a great deal". General Population in 26-country global total, Developed (US, UK, France, Germany and Japan) vs.Emerging Markets (Brazil, Mexico, Russia, India and China), Singapore and APAC.; Age breakdown for general population in SingaporeONLINE SEARCH ENGINES HIGHLY TRUSTED SOURCES OF INFORMATIONTRUST IN TYPES OF MEDIA SOURCES FOR GENERAL NEWS AND INFORMATION70% 70%58%51% 49%69%62%53%47% 49%70%60%45%40%44%61%53%41%37% 33%TRADITIONAL MEDIA HYBRID MEDIA SOCIAL MEDIA OWNED MEDIA18-29 30-44 45-54 55+SINGAPORE AGE BREAKDOWN11
    12. 12. SKEPTICISM AND DISPERSIONREQUIRES REPETITIONMAJORITY NEEDS TO HEAR COMPANY INFORMATION 3-5TIMES TO BELIEVE MESSAGES4% ONCE (1)14% TWICE (2)64%THREE TO FIVE TIMES12%TEN OR MORE TIMES (10+)6%SIX TO NINE TIMES (6-9)29%FOUR OR FIVE TIMES (4-5)35% THREE TIMES (3)In post-traumasituations thisnumberprobablytrebles: need tohear 12-15times formessages to‘land’ withvictims
    13. 13. AND SO HOW DO WE USETHAT TRUST?• The world is more than just social.• It’s mobile too.• So let’s make our communicationssocial, mobile and trusted.
    14. 14. MOBILE IS EATINGTHE WORLD • The growth ofsmartphonerapidlyincreasing• PC growthstagnant• Future ismobile
    15. 15. MOBILE INDISASTER MANAGEMENT• During a disaster victims go straight to a search engine, nota website.• Rarely recall government‟s department website• Mobile device use increases as more conventional means ofcommunication generally stop functioning• Noted device usage is not sustained where power suppliesnot restoredImportance ofSearch EngineOptimization forNGO & ministries’content to rise insearch engineresults
    16. 16. Google’s Disaster Response Page:Jakarta Floods – January 2013“As a company with so many high profile services thatInternet users come into contact with …Google’s effortscan help make a difference to those that are affected bynatural disasters.”– TheNextWeb.com“Google has a mobile-optimized emergency page withlocation and contact information for shelters.”– Rappler.com
    17. 17. GoogleDisasterResponsePage - Info
    18. 18. THAILAND -CROWD-SOURCEDFLOODING INFO"We want the system to bebased on crowdsourcing andsocial checking. Its beauty isto have a wide rangeof information from people.Authorities alone cannotcover the wide range offlood information in detail.”– Crowdsourcing.org
    19. 19. SOCIAL MEDIA IN NATURALDISASTER MANAGEMENT• During disasters, social media or networking services stayactive (for as long as batteries last).• Conducted research has found that in the immediateaftermath of (Japan) earthquake the use of socialnetworking sites soared• Japanese „triple disaster‟ also saw wide-spread use ofcrowd-sourced data (mapped overseas)• Social media also becoming vital to recovery efforts aftercrises, when stress management is critical.
    20. 20. MOBILE & SOCIAL MEDIA INHEALTHCARE – LESSONS FORPANDEMIC COMMUNICATIONS• Consumers/patients have become increasingly empowered• In China, for example, 80% of consumers conduct onlineresearch before consulting their doctors.• This is also evidenced, in Asia, by the rise of mobile healthapps.• Physicians now have to manage this newly empoweredpatient. They make themselves more accessible via amultiplicity of channels, while adhering to established codesof ethics and confidentiality– AsiaDigitalMap.com
    21. 21. Social/Mobile Appsto prove
    22. 22. GREAT USE OF TECHNOLOGYISN’T JUST SOCIAL;SMS STILL HAS A ROLE• For rural areas where internet is notadvanced• Potentially very useful for pandemics• Link to Facebook or other digitalmedia content“In East Flores, through multi-level short messages (SMS), the Health Officeaims to provide better health services for pregnant mothers. Maternal mortalityrates have dropped by more than 50 percent.”– Text Messages Save Lives, Tempo Online, Feb 2013
    23. 23. AND SO TO CONCLUDEIt’s SocialIt’s MobileIt’s Crowd-sourcedAnd it’s trusted
    24. 24. THE WAYWE WERE PYRAMID OFAUTHORITYVERTICAL FLOW &CONTROLLED INFORMATION“As the circle of those whodecide is narrowed, as themeans of decision arecentralized and theconsequences of decisionbecome enormous,the course of great events oftenrests upon the decisions ofdeterminable circles.”- C. Wright Mills, 1956
    25. 25. THE NEWDYNAMICPYRAMID OFAUTHORITY(VERTICAL)PYRAMID OFCOMMINITY(HORIZONTAL)FROM 2000 TO 2013FEW MANYDICTATE CO-CREATEFIXED FLEXIBLEMONOLOGUE DIALOGUECONTROL EMPOWERMENT
    26. 26. TWO STRATEGIESON STAND-BYDISASTERMANAGEMENT• People aren‟t going to go to yourwebsite; they need real-timeinformation• Twitter wins• Facebook still important• Put your website content onFacebook• Tweet your links to yourFacebook/Website contentHEALTH ISSUEMANAGEMENT• Facebook over Twitter butTwitter still important• Use Twitter to drive traffic toFacebook• Use a microsite in the Facebookplatform to mirror your essentialwebsite content• A mobile app strategy can workvery wellOptimize content for Search Engine rankings
    27. 27. Stephen LockEdelman IndonesiaTHANK YOU

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