By : Robin Low

observations:

SOCIAL MEDIA in Asia

facebook statistics

 

0

20,000,000

40,000,000

60,000,000

80,000,000

100,000,000

120,000,000

Usage

USA UK Turkey Indonesia France Canada Italy Philippines Spain Australia

Country

Usage vs. Country (Top 10 Countries on Facebook Dec 2009)

Asia - 10.5% Users, fast growing MarketSingapore > 1.1 million usershttp://www.nickburcher.com/2009/03/facebook-usage-statistics-by-country.html

Rank Country Number of Facebook users 12 month growth % 6 month growth %

1 USA 101,303,240 140.80% 46.00%

2 UK 22,625,300 51.50% 20.90%

3 Turkey 16,943,780 113.60% 36.80%

4 Indonesia 14,681,580 1536.70% 126%

5 France 14,290,700 117% 32.60%

6 Canada 14,228,460 31% 19%

7 Italy 13,272,760 137.60% 30%

8 Philippines 8,387,560 2046.80% 208.40%

9 Spain 7,701,200 196.70% 33.40%

10 Australia 7,611,920 75.80% 25.70%

11 Argentina 7,387,120 227.50% 50.60%

12 Colombia 7,243,520 99.40% 25.80%

13 Mexico 6,505,040 351.50% 78.50%

14 Chile 5,808,020 39.90% 20.20%

15 Germany 5,799,520 361.90% 84.90%

16 Taiwan 5,490,300 4763% 701%

17 India 5,397,480 403.80% 66.80%

18 Venezuela 4,952,340 164.20% 38.40%

19 Malaysia 3,975,640 367.50% 99.30%

20 Sweden 3,066,180 80.70% 34.10%

Facebook usage statistics by country - Dec 31st 2009

1 in 4 Facebook Users Come From Asia or the Middle East

internet penetration

internet users

challenges faced (asian culture)

• Uniformity – does not want to stand out

• Does not like sharing information

• One track mind and resistant to change

• Lack knowledge management

• Lack empowerment (Bureaucratic)

• Does not like to be corrected

• Risk Adverse

Aitken Spence Hotels

Kandalama Hotel, Sri Lanka

• http://aitkenspencehotels.typepad.com/corporate-blog/

• http://aitkenspenceplc.wordpress.com/• http://maldiveslive.blogspot.com/2009/04/s

ri-lanka-aitken-spence-opens-new.html• http://www.facebook.com/ASHSriLanka

Started Social Media in 2009

• 21 blogs

• Facebook pages (3000+ fans)

• Youtube Accounts

• Flickr Accounts

• Twitter Accounts

• $12MM LKR (US$100,000) sales in Nov 09’

Aitken Spence Hotels (cont)

Aitken Spence Hotels (cont)

• Social Media Strategy included most hotel staff members.

• Core team run by IT department, and worked with PR, Marketing, HR and sales.

• Inclusive effort to get everyone involved.

• Giving value, good information, not offers.

• Engaging guests, share photos and promote events.

observations

• As the number of channels increase, overall engagement increases at a faster rate.

• Engagement differs by industry.

• Financial performance correlates with engagement.

• It Provides ” Multiple Communication Touch Points” 

http://jeffbullas.com/2009/07/21/report-reveals15-best-practices-of-social-media-implemented-by-the-top-100-brands/#comment-2005

best practices

• Start with a plan, not tactics.

• Listen to public

• Understand how each channel provides a different dimension of engagement

• Centralize coordination

• Find champions who can explain and mitigate risk.

• Be in it for the long haul http://jeffbullas.com/2009/07/21/report-reveals15-best-practices-of-social-media-implemented-by-the-top-100-brands/#comment-2005

best practices (cont.)

• Pick channels carefully. • Spread engagement to employees beyond

the social media team. • Open the platform to anyone and everyone.

Encourage employees to tap into social media to get work done.

• Engage in new channels where people already are.

• Support engagement as an extension of the company culture.

http://jeffbullas.com/2009/07/21/report-reveals15-best-practices-of-social-media-implemented-by-the-top-100-brands/#comment-2005

best practices (cont.)

• Be conversational from the start. • Be transparent with intentions.• Modularize and synchronize content

across channels.• Commit resource and time to be

successful.• Emphasize quality, not just quantity. • Welcome participation, feedback and co-

creation.http://jeffbullas.com/2009/07/21/report-reveals15-best-practices-of-social-media-implemented-by-the-top-100-brands/#comment-2005

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Social Media is growing in Asia,

DON’T get left behind