Edelman Digital APAC 2012 Trends

INSIGHTS @ EDELMAN DIGITAL: APAC EIGHT DIGITAL TRENDS TO WATCH IN 2011

CURATED BY STEVE RUBEL AND DAVID ARMANO

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YOU AINT SEEN NOTHING YET! DIGITAL TRENDS RESHAPING CONSUMER ENGAGEMENT AND MEDIA

CONSUMPTION ACROSS ASIA

BY EDEN IN CHINA

John Kerr Regional Director, Edelman Digital APAC @johnkerrnz

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5.7 mm

27.6 mm

11.5 mm

12.2 mm

43.5 mm

0.5 mm

6.8 mm

3.7 mm

13.7 mm

43 mm

209mm Asians are on Facebook

(compared to 226mm Euros) –

but this represents only 5.41%

penetration.

Penetration in Singapore is

56%, through to India 3.7%

India recently overtook

Indonesia as the second largest

FB market

Facebook investing in Japan,

Vietnam and China

China:

—Sina Weibo users rose 296%

to 249.9mm in 2011 (CNIIC),

— RenRen had 1234mm users,

as at 1 July 2011

—711mm QQ accounts, with

record 145mm concurrent

MARCHES ON

CONVERSATION AND COMMUNITY: DEFINE ASIA ONLINE

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1. ATTENTIONOMICS

2. SOCIAL BROADCASTING

3. DIGITAL CURATION

4. THE INTEGRATION ECONOMY

5. SHOPPING IS FUN AND MOBILE

6. VIVA LA SOCIAL WEBSITE

7. EVERYWHERE BECOMES SOCIALISED

8. WAR FOR TALENT FOUGHT ONLINE

2011 APAC DIGITAL TRENDS: HOW DID WE DO?

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ONE TREND TO RULE THEM ALL…

“Wherever you live in the world, time will be viewed as a precious

commodity, and perhaps become the new gold standard of living

well.” Mitch Markson, CCO Edelman

5 © Edelman, 2012. All rights reserved.

75%

54%

55%

71%

29%

33%

38%

51%

Energy

Media

Financial services

Banks -20

-21

-46

-17

TRUST IN INDUSTRIES

CREDIBLE SPOKESPEOPLE

-23 -38

-43

-17

-30 -26

-55 -43

Technical Expert

Academic or Expert

CEO A Person Like

Yourself

NGO Represent.

Regular Employee

Financial/ Industry Analyst

Government Official

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 4 Box, Trust); Q16-26. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 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); Q119-126. [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, Credible: Very + Extremely Credible); Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Japan

- 12 - 21 - 26

TRUST IN INSTITUTIONS INFORMED PUBLICS – AGES 25-64

Business Media NGOs Government

53% 47% 48% 36% 51% 30% 51% 25%

TRUST IN INFORMATION SOURCES

-16

Newspaper

-26

TV

-13

Radio

-13

Magazines

2011 Informed Public


The Fragility of Trust: Focus on Japan

DIGITAL 2012: UNITY, UBIQUITY, UTILITY

1. TOUCH (SEE) AND GO

2. PERVASIVE PERSONAL CLOUD

3. CONVERGENCE EMERGENCE

4. HONESTY OF IDENTITY

5. SOCIAL, CONNECTED SHOPPING

6. GLOBAL COLONISATION, LOCAL

MESSAGING

7. DIGITAL ACTIVISM

8. CONNECTED DEVICES

9. SOCIAL POLITICS

10.B2B LEADS SOCIAL BUSINESS

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As touch becomes the primary gateway to media consumption –

people will spend more time, snacking from more content sources.

TREND #1: TOUCH (SEE) AND GO

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Three to Five times

64%

Q148. [TRACKING] Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to be exposed to something about a specific company to believe that the information is likely to be true? Please enter the number of times below. (Excludes ‘Don’t Know’ responses) Informed publics ages 25-64 in Asia Pacific Region

ASIA PACIFIC REGION

Skepticism requires repetition MAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE

APAC

9

BEST PRACTICE: DIGITAL BREAD-CRUMBING

RECOMMENDATIONS

• Captivate attention with visualizations

• Encourage discovery, sharing and games

• Syndicate based on online journey mapping

• Use online content to aid offline conversion

TREND #2: PERVASIVE PERSONAL CLOUD

“Privacy may not be dead (yet), but you will find yourself

increasingly happy to hand over your personal information in

exchange for better service, more control, or both.” John McCrea

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BEST PRACTICE: CUSTOMISED, MOBILE, COMMERCE

RECOMMENDATIONS

• Multi-screen

interoperability

• Integrate social media

profiles into customer

databases

• Real-time marketing

and listening posts

• Build security deep into

engagement and

content

11

TREND #3: CONVERGENCE EMERGENCE

Indonesians seek independent success, but are still driven by a

need to belong to community – and convene offline.

12




ONLINE MULTIPLE SOURCES

TRADITIONAL SOCIAL MEDIA CORPORATE

27% + 89% +

Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Asia Pacific Region (excludes Hong Kong and Malaysia)

Diversification of Media TRUST IN INFORMATION SOURCES – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALAYSIA)

APAC

RECOMMENDATIONS

• Optimize LoSoPhoMo

for multi-channel

distribution

• Mobile as the entry-point

to engagement

• Combine offline and

online events

• Reward and recognise

status

BEST PRACTICE: TRANSMEDIA EXPERENTIAL

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TREND #4: HONESTY OF IDENTITY

In North Asia, it has become a benefit to be found by friends

on social networks - now outweighing concerns over privacy.

15


Q119-126. [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, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in China, India, Japan, and South Korea

CHINA

2012 CREDIBLE SPOKESPEOPLE

Spokesperson credibility varies by country; “Person like me” among the most credible spokespeople in China and South Korea

INDIA

JAPAN SOUTH KOREA

BEST PRACTICE: CROWDSOURCING

RECOMMENDATIONS

• Promote and reward the

use of Social IDs

• Enable people to share

content with friends

mobile applications

incentivize sharing

• Recognize individuals

for their contribution and

ideas publicly

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TREND #5: SOCIAL, CONNECTED SHOPPING

In Hong Kong, the tactile nature of shopping at a store is still

important – people trust a product more if they can feel it in their

hands, especially if the product is expensive.. 18

BEST PRACTICE: CHANNEL SOCIAL IMMERSION

RECOMMENDATIONS

• Connect to purchase

emotion and objections

• Promote online content

at offline conversion

channels

• Make online product

content tactile

• Mobile couponing and

location-based deals

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TREND #6: GLOBAL COLONISATION, LOCAL MESSAGING

In Japan and Korea, Facebook and Twitter are on a tear. However,

mobile messaging – both local and simple – is proving the concept

of niche mobile networks.

20

BEST PRACTICE: NICHE COMMUNITIES

RECOMMENDATIONS

• Identify under-served

niches and meet them

• Frame up issues and

discussions; editorialize

• Make curation

collaborative and social

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TREND #7: DIGITAL ACTIVISM

Passionate people realize the power they wield when they direct

their focus and creativity towards brands online.

22


Q127. Which of the following items do you think makes people in a company most likely to engage in risky and irresponsible behavior that could damage a company? Q131. Which of

the following is the most important role that government should play in business? Informed Publics ages 25-64 in 25 country global total and Asia Pacific region

REGULATE BUSINESS ACTIVITIES to ensure companies are behaving responsibly 25%

Work to ENSURE FREE MARKET ACCESS AND OPEN COMPETITION within industries 16%

GIVE OR LOAN MONEY TO BUSINESS when it experiences financial crisis 4%

BUILD INFRASTRUCTURE that promotes and facilitates business opportunities 19%

Government SHOULD NOT PLAY A ROLE in business 4%

PROTECT CONSUMERS from irresponsible business practices 31% 30%

25%

20%

18%

4%

2%

GLOBAL APAC

THINKS THE MOST IMPORTANT ROLE THAT GOVERNMENT SHOULD PLAY IN BUSINESS IS:

Calls for greater protection and responsible behavior

Business can address on its own

Perceived drivers of irresponsible behavior: • Poor management (Global - 29%, APAC – 27%) • Unethical business practices (Global - 28%, APAC - 31%) • Shortcuts that lead to poor quality (Global - 21%, APAC -23%)

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BEST PRACTICE: MOVEMENT MARKETING

RECOMMENDATIONS

• Digital Crisis Planning

• Lead social engagement

with clear sense of utility

and offer

• Break down internal

silos for speed

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TREND #8: DEVICE FREEDOM

In countries such as Singapore, the share of digital traffic coming

from web-enabled devices already accounts for almost 6 percent of

total web traffic. ComScore

25

BEST PRACTICE: MUST-SEE SOCIAL TV

RECOMMENDATIONS

• Reimagine social

content as television

programming

• Webisode bounce-back

• Real time content

engine

• Monetize content

irrespective of access

point

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TREND #9: SOCIAL POLITICS

For better or worse, the relationship between Malaysian politics

and social media has just begun. With a general election in the

near future, politicians will utilize the tool or be left behind, and

citizens will work to influence others through the channel. 27


ASIA PACIFIC REGION

Q132-139. How important is each of the following actions to building your trust in government? Please use a nine-point scale where one means that action is 'not at all important to building your trust' and nine means it is 'extremely important to building your trust'. (Top 2 Box , Very/Extremely Important) General Population in Asia Pacific Region; Q140-147. Please rate your government on how well you think they are performing on each of the following attributes using a nine-point scale where one means they are performing "extremely poorly" and nine means they are performing "extremely well". (Top 2 Box , Performing Very/Extremely Well) General Population in Asia Pacific Region

-45

-46

-44

-37

-36

-31

-33

-25

Gap

Government not meeting public’s expectations in Asia Pacific

Government Importance

Government Performance

APAC


-28

-20

-33

-32

-26

-32

-32

-29

-24

-19

-21

-7

-18

-14

-7

-16

Business not meeting public’s expectations in Asia Pacific Gap

Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important) General Population in the Asia Pacific Region (excludes ‘Don’t Know’ responses);Q103-118. Please rate [INSERT COMPANY] on how well you think they are performing on each of the following attributes. Use a nine-point scale where one means they are performing “extremely poorly” and nine means they are performing “extremely well”. (Top 2 Box, Performing Very/ Extremely Well) General Population in the Asia Pacific Region

Closing the gap on expectations

Business Importance

Company Performance

ASIA PACIFIC REGION

APAC

BEST PRACTICE: DIGITAL PUBLIC ADVOCACY

RECOMMENDATIONS

• Back To Basics

• Purpose Over

Personality

• Build digital embassies,

effectively and

purposefully

• Align with NGO (or think

tank) to amplify and

multiply

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Edelman Digital APAC 2012 Trends

Business

Transcript of Edelman Digital APAC 2012 Trends