digital and social media across asia-pacific markets

43
The Lee Kong Chian School of Business at Singapore Management University

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This presentation delivered at the Lee Kong Chian School of Business in Singapore Management University provides an overview of digital dynamics in Asia-Pacific and outlines communications approaches designed to resonate with social media communities.

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Page 1: Digital and social media across Asia-Pacific markets

The Lee Kong Chian School of Business at Singapore Management University

Page 2: Digital and social media across Asia-Pacific markets

(tri

llio

n c

urr

ent

USD

)

Source: Citibank Global Economic Review

Page 3: Digital and social media across Asia-Pacific markets

26%

8%

25%

6%

6%

29%

16%

8%

13%

7%

11%

45%

10%

8%

8%

6%

19%

49%

North America

Latin America

Western Europe

Eastern Europe

ME / Africa

Asia Pacific

2010 2030 2050

Source: Citibank Global Economic Review

Page 4: Digital and social media across Asia-Pacific markets

36%

37%

39%

42%

47%

52%

53%

55%

83%

Chemical

Materials

Constuction

Banking

Consumer Durables

Transportation

Capital Goods

Technology Equipment

Trading

of the world’s top 2000 companies

are headquartered in Asia

Source: Forbes Global 2000 list

Page 5: Digital and social media across Asia-Pacific markets
Page 6: Digital and social media across Asia-Pacific markets

40%

80%

Asia

Global

Source: Global data from Burson-Marsteller Global Fortune 100 Social Media Checkup 2010

Asia data from Burson-Marsteller Asia-Pacific Social Media Study 2010

Page 7: Digital and social media across Asia-Pacific markets

Source: Global data from Burson-Marsteller Global Fortune 100 Social Media Checkup 2011

Asia data from Burson-Marsteller Asia-Pacific Social Media Study 2011

80%

84%

40%

81%

Asia

Global

2010 2011

Page 8: Digital and social media across Asia-Pacific markets

3% 8%

24%

60%

5%

31%

17% 19% 19% 14%

Three channels Two channels One channel None All channels

2010 2011

Number of company social media channels used solely or in part for corporate communications & marketing purposes

Source: Burson-Marsteller Asia-Pacific Social Media Study 2011

Page 9: Digital and social media across Asia-Pacific markets

Multiple platforms

18% 20%

12%

8%

28% 30%

9%

12%

Microblogs Social Networks Corporate Blogs Video

2010 2011

Percentage of companies with an active branded presence

on each social media channel

Source: Burson-Marsteller Asia-Pacific Social Media Study 2011

Page 10: Digital and social media across Asia-Pacific markets

70%

20%

30%

50%

80%

90%

70%

50%

70%

60%

80%

90%

90%

40%

30%

40%

100%

70%

40%

40%

70%

70%

90%

50%

10%

10%

20%

90%

20%

20%

10%

50%

70%

30%

50%

40%

80%

60%

70%

30%

40%

30%

30%

50%

Thailand

Taiwan

Singapore

Philippines

Malaysia

South Korea

Japan

Indonesia

India

Hong Kong

China

Australia

Microblogs

Social Networks

Corporate Blogs

Video sharing

Source: Burson-Marsteller Asia-Pacific Social Media Study 2011

Percentage of companies with a branded presence on each social media channel

Page 11: Digital and social media across Asia-Pacific markets

…traditional areas of focus

33%

23%

10%

20%

8%

6%

Media & Influencer Relations

Corporate Social Responsibility

Leadership Communications

Thought Leadership

Crisis/Issue Management

Recruitment Marketing

Percentage of corporate marketing or communications posts

to company social media channels across Asia-Pacific

Source: Burson-Marsteller Asia-Pacific Social Media Study 2011

Page 12: Digital and social media across Asia-Pacific markets

In it for the long run?

38%

47% 46%

23%

62%

53% 54%

77%

Micro-blogs SocialNetworks

CorporateBlogs

VideoSharing

Active Inactive

Active defined as at least one post during the period July 01-15 2011

Source: Burson-Marsteller Asia-Pacific Social Media Study 2011

Page 13: Digital and social media across Asia-Pacific markets

50%

20%

20%

30%

60%

70%

40%

20%

50%

20%

20%

50%

0%

20%

20%

20%

40%

0%

40%

20%

20%

30%

10%

50%

Thailand

Taiwan

Singapore

Philippines

Malaysia

South Korea

Japan

Indonesia

India

Hong Kong

China

Australia

Home Page Integration Social Sharing Tools

Page 14: Digital and social media across Asia-Pacific markets

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

Increasing online interest in

Asian MNC content…

Page 15: Digital and social media across Asia-Pacific markets

ZZZ…

1%

3%

93%

3%

Online Sentiment Around Asian Corporate Brands

Mixed

Positive

Neutral

Negative

Source: Burson-MarstellerAsia-Pacific

Based on a review of 492,838 mentions of prominent Asian brands in online forums

Page 16: Digital and social media across Asia-Pacific markets
Page 17: Digital and social media across Asia-Pacific markets
Page 18: Digital and social media across Asia-Pacific markets
Page 19: Digital and social media across Asia-Pacific markets
Page 20: Digital and social media across Asia-Pacific markets
Page 21: Digital and social media across Asia-Pacific markets
Page 22: Digital and social media across Asia-Pacific markets
Page 23: Digital and social media across Asia-Pacific markets

O A passive expectation of transparency is becoming an active insistence on involvement

O Co-creation of communications creates consent internally and credibility externally

O Consultation creates an anticipation of participation

O Setting expectations and understanding emotions will help ensure the best results

Page 24: Digital and social media across Asia-Pacific markets

O ‘You are important to us’

O ‘We need your opinions to help inform our actions’

O ‘We are listening to you…’ but will you be heard?

Page 25: Digital and social media across Asia-Pacific markets

“Make the other

person feel important

and do it sincerely”

Fundamentally – for better or worse –

this is what effective communication demands

Page 26: Digital and social media across Asia-Pacific markets

O Whether or not there is listening, of course social media

increases the demand to be heard, regardless of merit

O [Ironic that those demanding to be heard can often seem

least interested in listening!]

O ‘Me’ and ‘I’ narcissism, lack of attention span, rampant

impatience, toxic anger and abuse abounds

O Crowdsourcing intelligence versus mob rule?

Page 27: Digital and social media across Asia-Pacific markets

1. Lust ‘I want this’

2. Greed ‘I need this’

3. Gluttony ‘I must have more’

4. Sloth ‘I haven’t thought about it’

5. Wrath ‘I am angry about this’

6. Envy ‘I want what s/he’s got; I am worth it’

7. Pride ‘I am better; I deserve this’

Page 28: Digital and social media across Asia-Pacific markets

Would this happen in Asia?

Page 29: Digital and social media across Asia-Pacific markets
Page 30: Digital and social media across Asia-Pacific markets

O Emotional intelligence applied to the social media arena could be equated with social intelligence (SQ)

O When contact occurs, process should be outlined and expectations clearly set right from the start

O Information and interaction preferences should be determined so relationships can be built in a customised manner

O The reason a community is convened and what it is all about should be articulated

Page 31: Digital and social media across Asia-Pacific markets

O Elicitation of metaphors to be baked into subsequent communications content

O There needs to be a deliberate effort to find the ‘birds of a feather who flock together’ (aka ‘homophily’)

O Each community should be designed with outputs in mind ahead of the game

O Metrics should be determined, and not just ‘vanity numbers’

Page 32: Digital and social media across Asia-Pacific markets

O When people commit themselves in public to something, they have created a new ‘image template’ of themselves...

O People will do and say whatever is necessary to conform with their new public image...

Page 33: Digital and social media across Asia-Pacific markets
Page 34: Digital and social media across Asia-Pacific markets
Page 35: Digital and social media across Asia-Pacific markets

O Putting on digital clothes does not necessarily

demand changes in executive behavior

O Do you appear at public events? Flickr

O Do you ever give presentations? SlideShare

O Do you make speeches at industry events? YouTube

O Does your organization actively recruit? LinkedIn

Page 36: Digital and social media across Asia-Pacific markets
Page 37: Digital and social media across Asia-Pacific markets

O Assign people with specific ownership

O Do social media training for the team

O Program a regular rhythm of content

O Assess analytics and recalibrate at regular intervals

O Don’t be pressured to be on too many platforms

O Build a ‘big brain’ of enduring knowledge

Page 38: Digital and social media across Asia-Pacific markets
Page 39: Digital and social media across Asia-Pacific markets

United States data from

Harris Interactive, 2012

Page 40: Digital and social media across Asia-Pacific markets
Page 41: Digital and social media across Asia-Pacific markets

1. Design community

2. Shut up and listen

3. Seek permission

4. Know emotions

5. Possess a personality

6. Create content

7. Integrate with

marketing

8. Think mobile

9. Tell stories graphically

10. Be present

11. Act fast

12. Don’t forget search

13. Share information and

outcomes

Page 42: Digital and social media across Asia-Pacific markets

1800s

1980s

2000s

The rise of America

The rise of the Four Tigers

The rise of Japan

2010s The rise of China & India

The rise of Britain

Page 43: Digital and social media across Asia-Pacific markets

The Lee Kong Chian School of Business at Singapore Management University