Revolutionizing Asia 3 Key Trends in Social Media

Bonnae Ogunlade, Regional Associate Director, Carat Michael Fegan, Country Manager Japan, SSI

Robert Fry, Managing Director, Voxpopme

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3 Key Trends in Social Media:

#Living for Likes

#Power of Social Payments

#Oversharing Likes, Loves and Life

INDONESIA

THAILAND

CHINA

JAPAN7 markets3,500

respondentsPHILIPPINES

SINGAPORE

AUSTRALIAGeneration Z1996 to 2001

Generation Y1981 to 1995

Generation X1966 to 1980

Social Landscape + Social Application + Social Understanding

Carat’s APAC media agency insights

Voxpopme’s Video Response Technology

SSI Global Consumer Panel

Methodology

A three step approach was used, combining digital capture of text, audio and video responses…

The Approach

Analyse Share

The ChallengeTo engage the 3500 respondents across APAC to tell their stories about and experiences with social media

Capture

Video in Numbers Participation rates ranging from 3.4% to 10% +

5.8 hours of video collected across all territories in 60 second format.

Average word count of 39+ calculated with instant transcription

Social Media Landscape in APAC

31% 82% 56%Internet Penetration

50% 43% 93% 91%

Frequency of Social Media Usage (% Online Users)

#Living for Likes

0%

20%

40%

60%

80%

100%

Indonesia Singapore Thailand China Philippines Australia Japan

Gen Z Gen Y Gen X

How far people go in developing presence in social media % of Social Media users who Alter Photos

before Posting in Social Media

The need to curate and present appealing images

TranscriptionTranscription QA

Theme Explorer

Sentiment Analysis

Search & Filter

Social LifeSocietal role

Rich + Varied

Personal information

Dif. Faces

Relationships

Personas

Control

https://s3-eu-west-1.amazonaws.com/vpm-importer/media/general_client/ssiasia/living_for_likes/20160503151459-R10DQJSBeL6PsQ5iLhydntglU1osiTMI-SSIAsiaLfl.html

Living for Likes

#Many consumers spend a significant amount of time curating their social selves.

#Placing value on having their online personas validated by others.

Living for Likes #Ensure that branded content affords the same care, detail and diligence – customized and curated to the right target in the right place

# Landing a strong social strategy amongst key influencers who are more likely to actively engage with content can positively impact many consumers

“Provide quality and relevant content in creating successful conversation”

---H Paul Grice

#Power of Social Payments

42%#42% of users turn to social media to inform their purchase decision

How social media is shaping the e-commerce industry?

56%#42% of users turn to social media to inform their purchase decision

How social media is shaping the e-commerce industry?

#56% of users reach a purchase decision with the help of the friends

TRUSTED!

#Fashion clothing leads the social commerce race

30% 33%40%

28% 30%

21%

10%Indonesia Singapore Thailand China Philippines Australia Japan

Skincare

Social commerce gaining momentum in Asia% of Social Media users who Purchased

in Social Media

Social payment bridges the gap between social media and e-commerce

TranscriptionTranscription

Theme Explorer

Sentiment Analysis

Search & Filter

Connected

QA

Online

Comfortable

Authentic

Social

Convenience

Security

Experiential

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Power of Social Payments

#Work with key influencers that will help convert followers into buyers

#Tap into social media brand listening strategies

# Explore key consumer motivations and tailor your offers accordingly

Power of Social Payments

#Be selective and ideally exclusive with your payment partners

#Factor in the growth of mobile by making social offerings device agnostic

#Oversharing Likes, Loves and Life

Concerns around social media privacy

50% 45% 39%50%

35%47%

23%

Indonesia Singapore Thailand China Philippines Australia Japan

I have started to make conscious effort NOT to share everything on

social media

#protect their relationships#safeguard their reputation

What keeps them sharing in social media?

TranscriptionTranscription

Theme Explorer

Sentiment Analysis

Search & Filter

Connected

QA

Family

Friends

Helpful information

Other People

Inspiration

Aspiration

Learning

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Oversharing Likes, Loves and Life #Overall the majority of consumers are choosing to stay connected, accepting the trade off with a lack of privacy. #For marketers to cut through they need to use the data available to them to target consumers better through personalised promotions and even payment methods

Oversharing Likes, Loves and Life #Reinforce the value of getting customer data

“The individual’s desire for privacy is never absolute, since participation in society is equally powerful desire..”

–Even Alan Westin

Final Thoughts#Consumer’s open recognition and appreciation of the VALUE EXCHANGE ultimately builds CONSUMER EMPOWERMENT- driving growth of both social and commerce

#The immense value of social connectivity and evolution of social media provides new opportunities that both insight professionals and marketers need to tap into

Thank You!