MOBILE, SOCIAL & MESOCIAL MEDIA IN DISASTER & PANDEMIC COMMUNICATIONS

Stephen Lock ASEF FoundationEdelman, head of public affairs for South East Asia Denpasar, 3 June 2013

TRUST IS EVERYTHING

“The three things necessary for government are weapons, food and trust.

If a ruler can’t hold onto all three, he should give up the weapons first and the food next.”

— Confucius

WITHOUT TRUST WE CANNOT STAND.

MARKET COMPARISONSDeveloped: US, UK, France, Germany and JapanEmerging: Brazil, Mexico, Russia, India and China

ONLINE SURVEY IN 26 COUNTRIES

• 31,000+ respondents

• 5 years in 20+ markets

• 8 years in 10+ markets

GENERAL POPULATION

• 1000 respondents per country surveyed

• Ages 18+

• 2 years of data

INFORMED PUBLICS

• 500 respondents in U.S. and China & 200 in other countries

• Ages 25-64

• College-educated

• In top 25% of household income per age group in each country

• Report significant media consumption and engagement in business news and public policy

• 13 years of data

Indicates Global Data

APAC SELECT COUNTRIES:China, Japan, India, Malaysia, Singapore, South Korea, Indonesia, Australia, and Hong Kong

EDELMAN'S 13TH ANNUAL SURVEY, LARGEST GLOBAL EXPLORATION OF TRUST

GLOBAL 57

China 80

Singapore 76

India 71

Mexico 68

Hong Kong 67

UAE 66

Malaysia 64

Canada 62

Indonesia 62

U.S. 59

Netherlands 59

Brazil 55

Germany 55

France 54

Sweden 54

UK 53

Italy 51

Australia 50

Poland 48

S. Korea 47

Ireland 46

Argentina 45

Spain 42

Turkey 42

Japan 41

Russia 36

2011 20132012

DIS

TR

US

TE

RS

TR

US

TE

RS

NE

UT

RA

L

GLOBAL 51

China 76

UAE 68

Singapore 67

India 65

Indonesia 63

Mexico 63

Netherlands 61

Hong Kong 61Canada 58

Malaysia 57

Italy 56

Argentina 54

Australia 53

Brazil 51Sweden 49

U.S. 49South Korea 44

Poland 44

U.K. 41

Ireland 41

France 40

Germany 39

Spain 37

Japan 34

Russia 32

GLOBAL 55

Brazil 80

UAE 78

Indonesia 74

China 73

Netherlands 73

Mexico 69

Singapore 67

Argentina 62

India 56

Italy 56

Canada 55

South Korea 53

Sweden 52

Japan 51

Australia 51

Spain 51

France 50

Poland 49

Germany 44

U.S. 42

U.K. 40

Russia 40

Ireland 39

Edelman’s Trust index: After a year high of distrust in 2012, Shift back to neutral in 2013

BIG CHANGES FROM 2008

Germany +19China +18Canada +14India +11

BIG CHANGES FROM 2012

Germany +16France +14UK +12US +10

Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20-country global total

APAC TRUST LEVELS HIGHER THAN MOST GLOBAL AVERAGESTRUST IN INSTITUTIONS – APAC AND GLOBAL

GOVERNMENT

MEDIA

BUSINESS

NGOs

Q11-14. [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 means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics ages 25-64 and General Population

TRUST 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 Informed Publics

Global Informed Publics

Trust a Great Deal

NGOs REMAIN MOST TRUSTED INSTITUTION; FOUR OUT OF FIVE MARKETS WITH HIGHEST TRUST IN APAC REGION

N/A

50%

2008 67% of markets surveyed have a trust score above 50%

2013 88% of markets surveyed have a trust score above 50%

2008 China: 48%

TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)

Globa

l

Mexic

o

China

Malay

sia

Hong

Kong

Singa

pore

Canad

aU.S

.

Fran

ceIn

dia

UAE

S. Kor

ea

Argen

tina

Germ

any

Austra

lia

Irela

ndIta

ly

Polan

d UK

Brazi

l

Nethe

rland

s

Turk

ey

Spain

Indo

nesi

a

Sweden

Russi

a

Japa

n

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%

20122013

Q11-14. [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 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 countries

BUSINESS TRUSTED MORE THAN GOVERNMENT IN 16 OF 26 MARKETS SURVEYED

TRUST IN BUSINESS VS. GOVERNMENT

Globa

l

Mexic

o

Brazi

l

Argen

tina

Indo

nesi

a

Polan

dIn

dia

Spain

Italy

Japa

n

Irela

nd

Russi

aU.S

. UK

Turk

ey

Austra

lia

Malay

sia

Canad

a

Germ

any

Nethe

rland

s

Hong

Kong

Singa

pore

Fran

ce

Sweden

UAEChi

na

S. Kor

ea

59%

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 a 9-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-country global total and across 26 countries

GAP BETWEEN BUSINESS & GOVERNMENT GROWING Globally, largest gap since 2007*

Trust in Government: 62% of markets surveyed have trust score below 50%

Trust in Business: 35% of markets surveyed have trust score below 50%

Business

Government

8

44%

77%73%

66%58% 57% 57%

47%41% 39% 37% 36%

29% 26%21% 20% 20%

Me: Empowered‘People like me’ now have more power and influence to make a difference

CREDIBLE SPOKESPEOPLE

Academic or expert

Technical expert in the company

A person like yourself

Financial or industry analyst

NGO representative

Regular employee

CEO

Government official or regulator

69%

67%

61%

51%

51%

50%

43%

36%

201366%

71%

71%

54%

69%

57%

62%

54%

2013

33%

37%

31%

15%

20%

18%

22%

15%

2013

51%

66%

50%

51%

53%

35%

34%

22%

2013

82%

77%

69%

77%

59%

62%

73%

54%

2013

65%

63%

46%

49%

50%

48%

34%

36%

2013

Q130-143. [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)

50%

STEADY GROWTH IN TRUST IN MEDIA OVER TIME; RESULT OF DIVERSIFICATION OF OPTIONS AND STRONG COVERAGE OF SCANDALS

TRUST IN MEDIA

Globa

l

China

Indi

a

Indo

nesi

a

Singa

pore

Hong

Kong

Brazi

l

Mexic

o

Germ

any

Canad

a

Malay

sia

UAE

Nethe

rland

s

Fran

ceU.S

.

Spain

Italy

S. Kor

ea UK

Sweden

Argen

tina

Irela

nd

Polan

d

Japa

n

Austra

lia

Russi

a

Turk

ey

52%

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%

20122013

Q11-14. [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 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 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) and across 26 countries

2008 50% of markets surveyed have a trust score 50% or above 2013 62% of markets surveyed have a trust score 50% or above

TRADITIONAL MEDIA ONLINE SEARCH ENGINES

HYBRID MEDIA SOCIAL MEDIA OWNED MEDIA

58% 58%

43% 41% 40%51% 47%

32%26% 30%

65%71%

56% 58%52%

64% 63%52% 49% 47%

Global Developed Emerging APAC

Q178-182. 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 one means 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 Singapore

ONLINE SEARCH ENGINES HIGHLY TRUSTED SOURCES OF INFORMATION

TRUST IN TYPES OF MEDIA SOURCES FOR GENERAL NEWS AND INFORMATION

Traditional Media Online Search Engines Hybrid Media Social Media Owned Media

70% 70%

58%51% 49%

69%62%

53%47% 49%

70%60%

45%40%

44%

61%53%

41%37% 33%

18-29 30-44 45-54 55+ SINGAPORE AGE BREAKDOWN

11

SKEPTICISM AND DISPERSION REQUIRES REPETITION

MAJORITY NEEDS TO HEAR COMPANY INFORMATION 3-5 TIMES TO BELIEVE MESSAGES

4% ONCE (1)

14% TWICE (2)

64%THREE TO FIVE TIMES

12% 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-trauma situations this number probably trebles: need to hear 12-15 times for messages to ‘land’ with victims

AND SO HOW DO WE USE THAT TRUST?

• The world is more than just social.

• It’s mobile too.

• So let’s make our communications social, mobile and trusted.

MOBILE IS EATINGTHE WORLD • The growth of

smartphone rapidly increasing

• PC growth stagnant

• Future is mobile

MOBILE IN DISASTER MANAGEMENT

• During a disaster victims go straight to a search engine, not a website.

• Rarely recall government’s department website

• Mobile device use increases as more conventional means of communication generally stop functioning

• Noted device usage is not sustained where power supplies not restored

Importance of Search Engine Optimization for NGO & ministries’ content to rise in search engine results

Google’s Disaster Response Page: Jakarta Floods – January 2013

“As a company with so many high profile services that Internet users come into contact with …Google’s efforts can help make a difference to those that are affected by natural disasters.”

– TheNextWeb.com

“Google has a mobile-optimized emergency page with location and contact information for shelters.”

– Rappler.com

Google Disaster Response Page - Info

THAILAND - CROWD-SOURCED FLOODING INFO

"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.”

– Crowdsourcing.org

SOCIAL MEDIA IN NATURAL DISASTER MANAGEMENT

• During disasters, social media or networking services stay active (for as long as batteries last).

• Conducted research has found that in the immediate aftermath of (Japan) earthquake the use of social networking sites soared

• Japanese ‘triple disaster’ also saw wide-spread use of crowd-sourced data (mapped overseas)

• Social media also becoming vital to recovery efforts after crises, when stress management is critical.

MOBILE & SOCIAL MEDIA IN HEALTHCARE – LESSONS FOR PANDEMIC COMMUNICATIONS

• Consumers/patients have become increasingly empowered

• In China, for example, 80% of consumers conduct online research before consulting their doctors.

• This is also evidenced, in Asia, by the rise of mobile health apps.

• Physicians now have to manage this newly empowered patient. They make themselves more accessible via a multiplicity of channels, while adhering to established codes of ethics and confidentiality

– AsiaDigitalMap.com

Social/Mobile Apps to prove

GREAT USE OF TECHNOLOGY ISN’T JUST SOCIAL;SMS STILL HAS A ROLE

• For rural areas where internet is not advanced

• Potentially very useful for pandemics

• Link to Facebook or other digital media content

“In East Flores, through multi-level short messages (SMS), the Health Office aims to provide better health services for pregnant mothers. Maternal mortality rates have dropped by more than 50 percent.”– Text Messages Save Lives, Tempo Online, Feb 2013

AND SO TO CONCLUDE

It’s Social

It’s Mobile

It’s Crowd-sourced

And it’s trusted

THE WAYWE WERE PYRAMID OF

AUTHORITY

VERTICAL FLOW &CONTROLLED INFORMATION

“As the circle of those who decide is narrowed, as the

means of decision are centralized and the

consequences of decision become enormous,

the course of great events often rests upon the decisions

of determinable circles.”

- C. Wright Mills, 1956

THE NEWDYNAMIC

PYRAMID OFAUTHORITY(VERTICAL)

PYRAMID OFCOMMINITY(HORIZONTAL)

FROM 2000 TO 2013FEW MANY

DICTATE CO-CREATE

FIXED FLEXIBLE

MONOLOGUE DIALOGUE

CONTROL EMPOWERMENT

TWO STRATEGIES ON STAND-BY

DISASTER MANAGEMENT

• People aren’t going to go to your website; they need real-time information

• Twitter wins• Facebook still important• Put your website content on

Facebook• Tweet your links to your

Facebook/Website content

HEALTH ISSUE MANAGEMENT

• Facebook over Twitter but Twitter still important

• Use Twitter to drive traffic to Facebook

• Use a microsite in the Facebook platform to mirror your essential website content

• A mobile app strategy can work very well

Optimize content for Search Engine rankings

Stephen LockEdelman Indonesia

THANK YOU