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Asia Online
How Asian Corporations are Using Social Media to
         Communicate with Global Communities
The world’s largest economies
          (trillion current USD)




Source: Citibank Global Economic Review February 21 2011
                                   BURSON-MARSTELLER ASIA-PACIFIC   EVIDENCE-BASED COMMUNICATIONS
Composition of world nominal GDP

           2010                                              10%
           2030                                                                                 North America
                                                                 16%
           2050                                                             8%

                                          29%                     26%                           Latin America
                                                                            8%
                                    45%
                                                                                 8%             Western Europe
                              49%

                                                                       8%
                                                                                                Eastern Europe
                                          6%                                13% 6%
                                               6%
                                                                                                ME / Africa
                                                           25%
                                                                  7%                            Asia Pacific
                                                     11%           19%



Source: Citibank Global Economic Review February 21 2011
                          BURSON-MARSTELLER ASIA-PACIFIC               EVIDENCE-BASED COMMUNICATIONS
34%             of the world’s top 2000 companies are
                headquartered in Asia



             Trading                                                  83%

Technology Equipment                                            55%

       Capital Goods                                           53%

      Transportation                                           52%

  Consumer Durables                                      47%

            Banking                                42%

         Constuction                          39%

           Materials                         37%

            Chemical                        36%
                                                                            Source: Forbes Global 2000 list
The rise of Asia in the world of PR?



       BURSON-MARSTELLER ASIA-PACIFIC   EVIDENCE-BASED COMMUNICATIONS
Social media is endemic in Asia…
…but companies have been slow to engage
                         Percentage of companies with at least one branded social media channel


                        Global                                                                    80%



                            Asia                                                40%




Source: Global data from Burson-Marsteller Global Fortune 100 Social Media Checkup 2010
        Asia data from Burson-Marsteller Asia-Pacific Social Media Study 2010
Not any more
                         Percentage of companies with at least one branded social media channel


                                                                                                  81%
                  Global
                                                                                                    84%


                                                                                 40%
                     Asia
                                                                                                  80%


                                                                                  2010    2011




Source: Global data from Burson-Marsteller Global Fortune 100 Social Media Checkup 2011
        Asia data from Burson-Marsteller Asia-Pacific Social Media Study 2011
Multiple streams
                                                                       2010     2011

                                                                                                 60%




                               31%
                                                                       24%
                                                                 17%          19%                       19%
                                                                                                                         14%
                                                         8%
                      3%                                                                                            5%


                  Three channels                     Two channels      One channel                  None           All channels

Number of company social media channels used solely or in part for corporate communications & marketing purposes




Source: Burson-Marsteller Asia-Pacific Social Media Study 2011
Multiple platforms



                                                                                     2010    2011



                                                                                    30%
                                                                       28%

                                                                              20%
                                                                 18%

                                                                                            12%                 12%
                                                                                                  9%       8%


                                                                 Microblogs    Social       Corporate        Video
                                                                              Networks        Blogs

                                                                       Percentage of companies with an active branded
                                                                           presence on each social media channel
Source: Burson-Marsteller Asia-Pacific Social Media Study 2011
Different patterns of engagement…
             Percentage of companies with a branded presence on each social media channel

             Australia                        90%                       50%              50%
                  China                     80%                              90%               50%     30%
          Hong Kong                    60%                        70%         10% 30%
                   India                  70%                          70%          20%    40%
            Indonesia                50%                 40%       20%       30%
                  Japan                   70%                    40%               70%
        South Korea                           90%                            70%                 90%         60%
              Malaysia                      80%                              100%              20%     80%
          Philippines                50%                 40%      10%    40%
                                                                                                                   Microblogs
            Singapore            30%          30%                50%                                               Social Networks
                Taiwan         20%          40%            30%                                                     Corporate Blogs
              Thailand                    70%                           90%              10%     70%               Video sharing


Source: Burson-Marsteller Asia-Pacific Social Media Study 2011
…traditional areas of focus

                                                                                6%
                                                                           8%

                         Media & Influencer Relations
                                                                                           33%
                         Corporate Social Responsibility
                         Leadership Communications                   20%
                         Thought Leadership
                         Crisis/Issue Management
                         Recruitment Marketing

                                                                         10%
                                                                                     23%

          Percentage of corporate marketing or communications posts to
                company social media channels across Asia-Pacific




Source: Burson-Marsteller Asia-Pacific Social Media Study 2011
In it for the long run?

                                                                                   Active     Inactive



                                                                                                                   77%

                                                                        62%
                                                                                     53%            54%
                                                                               47%            46%
                                                                  38%

                                                                                                             23%



                                                                 Micro-blogs    Social       Corporate        Video
                                                                               Networks        Blogs         Sharing

                                                                   Active defined as at least one post during the period
                                                                                     July 01-15 2011

Source: Burson-Marsteller Asia-Pacific Social Media Study 2011
To integrate, or…

  Home Page Integration     Social Sharing Tools

   Australia         50%                    50%
      China    20%   10%
 Hong Kong     20%        30%
      India          50%              20%
  Indonesia    20%    20%
      Japan       40%                 40%
South Korea               70%               0%
   Malaysia           60%                        40%
 Philippines    30%        20%
 Singapore     20%    20%
    Taiwan     20%    20%
   Thailand          50%         0%
Increasing online interest in Asian MNC content…



                                         Average of 121,257 ‘Likes’ per page – Up 406% yoy
                                         Global average of ‘Likes’ per page – Up 115% yoy



                                         Average of 7,574 ‘Followers’ – Up 328% yoy
                                         Global 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
Persuasion 1.0


                                      “Make the other person
                                      feel important and do it
                                      sincerely.”




           BURSON-MARSTELLER ASIA-PACIFIC   EVIDENCE-BASED COMMUNICATIONS
Persuasion 2.0

When people commit
themselves in public to
something, they have created a
new ‘image
template’ of themselves
People will do and say whatever
 is necessary to conform with
          their new public image

            BURSON-MARSTELLER ASIA-PACIFIC   EVIDENCE-BASED COMMUNICATIONS
The death of deference
How Asian Corporations are Using Social Media to Communicate with Global Communities
ZZZ…

                              Online Sentiment Around Asian
                                     Corporate Brands
                                                         1%
                                                       3% 3%

                                                                                        Mixed
                                                                                        Positive
                                                                                        Neutral

                                                    93%                                 Negative




Source: Burson-Marsteller Asia-Pacific
Based on a review of 492,838 mentions of prominent Asian brands in online forums
                             BURSON-MARSTELLER ASIA-PACIFIC            EVIDENCE-BASED COMMUNICATIONS
Where are the
opportunities?
The rise of digital storytelling
Global content foundries
Everything that famously goes wrong
is now called a ‘PR disaster’




           BURSON-MARSTELLER ASIA-PACIFIC   EVIDENCE-BASED COMMUNICATIONS
12 months away from a digital crisis?




http://www.slideshare.net/bmasia/bursonmarsteller-digital-crisis-communications-study
How Asian Corporations are Using Social Media to Communicate with Global Communities
Companies unsure how to proceed…




http://www.slideshare.net/bmasia/bursonmarsteller-digital-crisis-communications-study
Be prepared to apologize




           BURSON-MARSTELLER ASIA-PACIFIC   EVIDENCE-BASED COMMUNICATIONS
The New Challenge for
Communicators
“…the past is over and it is the
future that beckons to us now.”
                    Jawaharlal Nehru
http://www.slideshare.net/bmasia
Photo Credits

     Slide 4/5     http://www.flickr.com/photos/pedromourapinheiro/5075612989
     Slide 6       http://www.flickr.com/photos/41864721@N00/3055718118
     Slide 7       http://www.flickr.com/photos/69805768@N00/3292899689
     Slide 8       http://www.flickr.com/photos/xiaming/1369788004
     Slide 9       http://www.flickr.com/photos/51822611@N06/5229455183
     Slide 10       http://www.flickr.com/photos/85494010@N00/84202849


     All other images from Microsoft or Wikimedia Commons
     Flickr images sourced through http://compfight.com/
Burson-Marsteller Asia-Pacific
            Find us online

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How Asian Corporations are Using Social Media to Communicate with Global Communities

  • 1. Asia Online How Asian Corporations are Using Social Media to Communicate with Global Communities
  • 2. The world’s largest economies (trillion current USD) Source: Citibank Global Economic Review February 21 2011 BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 3. Composition of world nominal GDP 2010 10% 2030 North America 16% 2050 8% 29% 26% Latin America 8% 45% 8% Western Europe 49% 8% Eastern Europe 6% 13% 6% 6% ME / Africa 25% 7% Asia Pacific 11% 19% Source: Citibank Global Economic Review February 21 2011 BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 4. 34% of the world’s top 2000 companies are headquartered in Asia Trading 83% Technology Equipment 55% Capital Goods 53% Transportation 52% Consumer Durables 47% Banking 42% Constuction 39% Materials 37% Chemical 36% Source: Forbes Global 2000 list
  • 5. The rise of Asia in the world of PR? BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 6. Social media is endemic in Asia…
  • 7. …but companies have been slow to engage Percentage of companies with at least one branded social media channel Global 80% Asia 40% Source: Global data from Burson-Marsteller Global Fortune 100 Social Media Checkup 2010 Asia data from Burson-Marsteller Asia-Pacific Social Media Study 2010
  • 8. Not any more Percentage of companies with at least one branded social media channel 81% Global 84% 40% Asia 80% 2010 2011 Source: Global data from Burson-Marsteller Global Fortune 100 Social Media Checkup 2011 Asia data from Burson-Marsteller Asia-Pacific Social Media Study 2011
  • 9. Multiple streams 2010 2011 60% 31% 24% 17% 19% 19% 14% 8% 3% 5% Three channels Two channels One channel None All channels Number of company social media channels used solely or in part for corporate communications & marketing purposes Source: Burson-Marsteller Asia-Pacific Social Media Study 2011
  • 10. Multiple platforms 2010 2011 30% 28% 20% 18% 12% 12% 9% 8% Microblogs Social Corporate Video Networks Blogs Percentage of companies with an active branded presence on each social media channel Source: Burson-Marsteller Asia-Pacific Social Media Study 2011
  • 11. Different patterns of engagement… Percentage of companies with a branded presence on each social media channel Australia 90% 50% 50% China 80% 90% 50% 30% Hong Kong 60% 70% 10% 30% India 70% 70% 20% 40% Indonesia 50% 40% 20% 30% Japan 70% 40% 70% South Korea 90% 70% 90% 60% Malaysia 80% 100% 20% 80% Philippines 50% 40% 10% 40% Microblogs Singapore 30% 30% 50% Social Networks Taiwan 20% 40% 30% Corporate Blogs Thailand 70% 90% 10% 70% Video sharing Source: Burson-Marsteller Asia-Pacific Social Media Study 2011
  • 12. …traditional areas of focus 6% 8% Media & Influencer Relations 33% Corporate Social Responsibility Leadership Communications 20% Thought Leadership Crisis/Issue Management Recruitment Marketing 10% 23% Percentage of corporate marketing or communications posts to company social media channels across Asia-Pacific Source: Burson-Marsteller Asia-Pacific Social Media Study 2011
  • 13. In it for the long run? Active Inactive 77% 62% 53% 54% 47% 46% 38% 23% Micro-blogs Social Corporate Video Networks Blogs Sharing Active defined as at least one post during the period July 01-15 2011 Source: Burson-Marsteller Asia-Pacific Social Media Study 2011
  • 14. To integrate, or… Home Page Integration Social Sharing Tools Australia 50% 50% China 20% 10% Hong Kong 20% 30% India 50% 20% Indonesia 20% 20% Japan 40% 40% South Korea 70% 0% Malaysia 60% 40% Philippines 30% 20% Singapore 20% 20% Taiwan 20% 20% Thailand 50% 0%
  • 15. Increasing online interest in Asian MNC content… Average of 121,257 ‘Likes’ per page – Up 406% yoy Global average of ‘Likes’ per page – Up 115% yoy Average of 7,574 ‘Followers’ – Up 328% yoy Global 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
  • 16. Persuasion 1.0 “Make the other person feel important and do it sincerely.” BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 17. Persuasion 2.0 When people commit themselves in public to something, they have created a new ‘image template’ of themselves People will do and say whatever is necessary to conform with their new public image BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 18. The death of deference
  • 20. ZZZ… Online Sentiment Around Asian Corporate Brands 1% 3% 3% Mixed Positive Neutral 93% Negative Source: Burson-Marsteller Asia-Pacific Based on a review of 492,838 mentions of prominent Asian brands in online forums BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 22. The rise of digital storytelling
  • 24. Everything that famously goes wrong is now called a ‘PR disaster’ BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 25. 12 months away from a digital crisis? http://www.slideshare.net/bmasia/bursonmarsteller-digital-crisis-communications-study
  • 27. Companies unsure how to proceed… http://www.slideshare.net/bmasia/bursonmarsteller-digital-crisis-communications-study
  • 28. Be prepared to apologize BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 29. The New Challenge for Communicators
  • 30. “…the past is over and it is the future that beckons to us now.” Jawaharlal Nehru
  • 32. Photo Credits Slide 4/5 http://www.flickr.com/photos/pedromourapinheiro/5075612989 Slide 6 http://www.flickr.com/photos/41864721@N00/3055718118 Slide 7 http://www.flickr.com/photos/69805768@N00/3292899689 Slide 8 http://www.flickr.com/photos/xiaming/1369788004 Slide 9 http://www.flickr.com/photos/51822611@N06/5229455183 Slide 10 http://www.flickr.com/photos/85494010@N00/84202849 All other images from Microsoft or Wikimedia Commons Flickr images sourced through http://compfight.com/

Hinweis der Redaktion

  1. Photo credit: http://www.flickr.com/photos/pedromourapinheiro/5075612989
  2. Photo credit: http://www.flickr.com/photos/pedromourapinheiro/5075612989
  3. Photo credit: http://www.flickr.com/photos/41864721@N00/3055718118/
  4. Photo credit: http://www.flickr.com/photos/69805768@N00/3292899689
  5. Photo credit: http://www.flickr.com/photos/xiaming/1369788004
  6. Photo credit: http://www.flickr.com/photos/51822611@N06/5229455183/
  7. Photo credit:http://www.flickr.com/photos/85494010@N00/84202849/
  8. It’s still early days for the Global Media Center – some good content and social media functionality incorporated. Not a lot of pick up yet, though, from what I can see. Interesting initiative, though, especially as it comes out of Global HQ, not out of Europe or the U.S.
  9. How companies are communicating and engaging.Let’s look at hisory. Nehru, India, looking towards the future…
  10. http://www.flickr.com/photos/coreytempleton/3935005227
  11. Photo Credit: http://www.flickr.com/photos/davedugdale/5099718716