Asia Online? How Asian companies are missing the social media train
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Asia Online? How Asian Corporations are Missing the Social Media Train – and What They Can Do About It
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Presentation by Steve Bowen, managing director of marketing for Burson-Marsteller Asia-Pacific, summarizes and outlines implications of the firm's research into corporate engagement on social media. First delivered to the American Chamber of Commerce in Singapore on February 22 2011
Transcript of Asia Online? How Asian companies are missing the social media train
Asia Online?How Asian Corporations are Missing the Social Media Train –
and What They Can Do About It
A tale of two studies
Fortune Global 100 Social Media Checkup Asia Pacific Social Media Study
• February 2011• Fortune Global 100 List• Iterative study• Globally indicative
• October 2010• Wall Street Journal Asia 200 List• Inaugural study• Regionally indicative
36%
37%
39%
42%
47%
52%
53%
55%
83%
Chemical
Materials
Constuction
Banking
Consumer Durables
Transportation
Capital Goods
Technology Equipment
Trading
34% of the world‘s top 2000 companies are headquartered in Asia
Source: Forbes Global 2000 list (2009)
Source: Burson-Marsteller Asia-PacificBased on a review of 492,838 mentions of prominent Asian brands in online forums
94% of online conversation around Asian corporate brands is neutral in tone
28%
34%
40%
54%
53%
54%
49%
39%
20%
12%
11%
7%
China
India
Japan
Korea
Positive
Negative
Mixed
63%
messages disseminated by Asian multinationals
gapmessages reflected in blog commentary
Source: Burson-Marsteller Global Message Gap Study 2010
12%
26%
43%21%
37%
31%
28%
10%
5%39%
26% 22%
Initial
consideration
set
Active
consideration
Closure
Store/agent/dealer interactions
Consumer-driven marketing
Past experience
Company-driven marketing
•Word of mouth•Online research•Offline and/or print reviews
•Traditional advertising•Direct marketing•Sponsorship•In-store product experience•Salesperson contact
% effectiveness of consumer touchpoints
Source: McKinsey Quarterly“The consumer decision-making journey” 2009 Vol. 3
32%
63%74%
Asian companies are comparatively slow to set up a social media presence
40%
86%
Asia
Global
Source: Global data from Burson-Marsteller Global Fortune 100 Social Media Checkup 2011Asia data from Burson-Marsteller Asia-Pacific Social Media Study 2010
Percentage of companies with at least one branded social media channel
Social networks are the preferred channel in Asia-Pacific
Asian companies
Fortune 100 global companies
18%20%
12%8%
77%
61%
36%
57%
Microblogs Social Networks
Corporate Blogs
Video Twitter Facebook Corporate Blogs
YouTube
Source: Global data from Burson-Marsteller Global Fortune 100 Social Media Checkup 2011Asia data from Burson-Marsteller Asia-Pacific Social Media Study 2010
Percentage of companies with a branded presence on each social media channel
Different patterns of engagement…
20%
50%
10%
30%
30%
20%
20%
30%
40%
10%
10%
20%
30%
40%
30%
50%
10%
10%
10%
10%
40%
10%
20%
10%
30%
10%
10%
20%
10%
10%
10%
20%
Thailand
Taiwan
Singapore
Philippines
Malaysia
South Korea
Japan
Indoneisa
India
Hong Kong
China
Australia
Microblogs
Social Networks
Corporate Blogs
Video sharing
Source: Burson-Marsteller Asia-Pacific Social Media Study 2010
Percentage of companies with a branded presence on each social media channel
...but consistent lack of sustainable social strategies
18%
20%
12%
8%8%
11%
4%
9%
Microblogs Social Networks Corporate Blogs Video
Active
Inactive
55%of Asian corporate social media accounts are inactive
Source: Burson-Marsteller Asia-Pacific Social Media Study 2010
Asian MNCs with an established global presence are expanding
20%
25%
15%
28%
25%
33%
15%
34%
Global Asia-Pacific Europe U.S.
2010
2011
Companies in Fortune Global 100 with a presence on four major networks
Source: Burson-Marsteller Global Fortune 100 Social Media Checkup 2011
Increasing interest among online audiences in Asian MNC content…
Average of 121,257 ‗Likes‘ per page – Up 406% yoyGlobal average of ‗Likes‘ per page – Up 115% yoy
Average of 7,574 ‗Followers‘ – Up 328% yoyGlobal 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
…but actual engagement is limited
Source: Burson-Marsteller Global Fortune 100 Social Media Checkup 2011
74%
60% 59%
89%
57%
28%
51%
72%
Global Asia-Pacific Europe U.S.
Allows 'Liker'posts Responds to 'Liker' posts
Five imperatives
strategic
awareness
storytelling
integration
measurement
The strategic imperative
Assign dedicated resources to social media management
Elevate the conversation
Use the right social medium for the right purpose http://blog.sina.com.cn/cmrilabs
The awareness imperative
Monitor and track conversations
Understand audience wants and needs
Move beyond broadcast
The storytelling imperative
Embrace digital storytelling
Create and share repurposable content
Focus on the audience’s perspective
―If a story is not about the hearer, he will not listen. And here I make a rule—a great and interesting story is about everyone or it will not last.‖
John Steinbeck(East of Eden)
The integration imperative
Use multiple social media accounts to target stakeholder groups
Provide a central hub to direct audiences to relevant content
Integrate efforts to avoid message disparity
The measurement imperative
Set measurable objectives from the outset
Measure only what is meaningful
Link social media activity to tangible outcomes
A tale of two studies
Fortune Global 100 Social Media Checkup
Available at http://slidesha.re/gCotBS
Asia Pacific Social Media Study
Available at http://slidesha.re/fxPKK2
Photo Credits
Slide 2 http://www.flickr.com/photos/davedugdale/5099718716Slide 4 http://www.flickr.com/photos/smanography/2366162104Slide 7 http://www.flickr.com/photos/pedromourapinheiro/5075612989Slide 8 http://www.flickr.com/photos/69805768@N00/3292899689Slide 9 http://www.flickr.com/photos/xiaming/1369788004Slide 10 http://www.flickr.com/photos/25515715@N04/3277210531Slide 12 http://www.flickr.com/photos/matthewfield/2306001896Slide 14 http://www.flickr.com/photos/suessmichael/4430417324Slide 15 http://www.flickr.com/photos/luisbg/2094497611Slide 16 http://www.flickr.com/photos/sovietuk/378834651Slide 18 http://www.flickr.com/photos/fieldsphotos/181150286Slide 19 http://www.flickr.com/photos/heavyweightgeek/2334939683Slide 20 http://www.flickr.com/photos/coreytempleton/3935005227
All other images from Microsoft or Wikimedia CommonsFlickr images sourced through http://compfight.com/
Asia Online?Steve Bowen
Managing Director – Brand Marketing
Burson-Marsteller Asia-Pacific
www.burson-marsteller.asiawww.facebook.com/bursonmarsteller.asia@BMAsiaPacific
Find this deck online at http://slidesha.re/eAnVX4
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