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

steve.bowen@bm.com

www.burson-marsteller.asiawww.facebook.com/bursonmarsteller.asia@BMAsiaPacific

Find this deck online at http://slidesha.re/eAnVX4