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TRANSCRIPT
Evolution of Social Commerce in Asia
Mani Padmanabhan, Country Manager Singapore, SSI
Silvia Leiva, APAC Regional Insights Director, Carat
Agenda
#From Like to Buy
#System of Trust
7 markets 3,500
respondents
Generation X 1966 to 1980
Generation Y 1981 to 1995
Generation Z 1996 to 2001
Indonesia
Thailand
Japan
Singapore
Australia
China
Philippines
Carat’s APAC media agency insights
Voxpopme’s Video Response Technology
SSI Global Consumer Panel
Social Landscape + Social Application + Social Understanding
Methodology
A three step approach was used, combining digital capture of text, audio and video responses…
The Approach
Analyse Share
The Challenge To engage the 3500 respondents across APAC to tell their stories about and experiences with social media
Capture
Video in Numbers
Participation rates ranging from 3.4% to 10% + 5.8 hours of video collected across all territories in 60 second format. Average word count of 39+ calculated with instant transcription
Social Media Landscape in APAC
31% 82% 56% Internet Penetration 50% 43% 93% 91%
0%
20%
40%
60%
80%
100%
Indonesia Singapore Thailand China Philippines Australia Japan
Rarely Sometimes Often Always
Frequency of Social Media Usage (% Online Users)
#Social Presence
How do people consume information in social media?
% of Social Media Activities – Consumption
1. Watch videos 63%
2. Like an article or post 61% 3. Read an article or post by an
individual 57% 4. Check the profile page of an
individual 49% 5. Read an article or post by
a company 36% 6. Check the profile page by
a company 28% 7. Buy products or services 27%
1. Share photos 60%
2. Send instant messages 55%
3. Comment on an article or post 51%
4. Post status updates 50%
5. Share an article or post 48%
6. Send or post private tweets 26%
7. Sell products or services 16%
8. Send or post public tweets 7%
How do people share information in social media?
% of Social Media Activities – Sharing
Developing presence in social media
#Business application
#Many consumers spend a significant amount of time curating each form of expression they share in their online space
#Placing value on providing quality content to connect to multiple audience in their social network.
Social Presence
#Ensure that branded content affords the same care, detail and diligence – customized and curated to the right target in the right place
# Landing a strong social strategy amongst key influencers who are more likely to actively engage with content can positively impact many consumers
“Provide quality and relevant content in creating successful conversation” -H Paul Grice
Social Presence
#From Like to Buy
#42% of users turn to social media to inform their purchase decision
42%
How consumer’s appreciation of VALUE EXCHANGE is shaping
#42% of users turn to social media to inform their purchase decision
#56% of users reach a purchase decision with the help of the friends
56%
How consumer’s appreciation of VALUE EXCHANGE is shaping
30% 33%
40%
28% 30%
21%
10%
Indonesia Singapore Thailand China Philippines Australia Japan
Skincare
% of Social Media users who Purchased in Social Media
Social commerce gaining momentum in Asia
#Fashion clothing leads the social commerce race
#Work with key influencers that will help convert followers into buyers
#Tap into social media brand listening strategies
# Explore key consumer motivations and tailor your offers accordingly
From Like to Buy
#Be selective and ideally exclusive with your payment partners
#Factor in the growth of mobile by making social offerings device agnostic
From Like to Buy
#System of Trust
Concerns around social media privacy
#protect their relationships #safeguard their reputation
50% 45% 39% 50%
35% 47%
23%
Indonesia Singapore Thailand China Philippines Australia Japan
I have started to make conscious effort NOT to share everything on social media
#Overall the majority of consumers are choosing to stay connected, accepting the trade off with a lack of privacy.
#For marketers to cut through they need to use the data available to them to target consumers better through personalised promotions and even payment methods
System of Trust
#Reinforce the value of getting customer data
“The individual’s desire for privacy is never absolute, since participation in society is equally powerful desire..”
System of Trust
#Consumer’s open recognition and appreciation of the VALUE EXCHANGE ultimately builds CONSUMER EMPOWERMENT - driving growth of both social and commerce
#The immense value of social connectivity and evolution of social media provides new opportunities that both insight professionals and marketers need to tap into
Final Thoughts
Thank You!