Asia Online How Asian Corporations are Using Social Media to
Communicate with Global Communities
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
The world’s largest economies(t
rillio
n cu
rren
t USD
)
Source: Citibank Global Economic Review February 21 2011
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
Composition of world nominal GDP
26%
8%
25%6%
6%
29%
16%
8%
13%
7%11%
45%
10%
8%
8%
6%
19%
49%
North AmericaLatin AmericaWestern EuropeEastern EuropeME / AfricaAsia Pacific
201020302050
Source: Citibank Global Economic Review February 21 2011
Chemical
Materials
Constuction
Banking
Consumer Durables
Transportation
Capital Goods
Technology Equipment
Trading
36%
37%
39%
42%
47%
52%
53%
55%
83%
34% of the world’s top 2000 companies are headquartered in Asia
Source: Forbes Global 2000 list
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
The rise of Asia in the world of PR?
Social media is endemic in Asia…
…but companies have been slow to engage
Asia
Global
40%
80%
Source: Global data from Burson-Marsteller Global Fortune 100 Social Media Checkup 2010Asia data from Burson-Marsteller Asia-Pacific Social Media Study 2010
Percentage of companies with at least one branded social media channel
Not any more
Source: Global data from Burson-Marsteller Global Fortune 100 Social Media Checkup 2011Asia data from Burson-Marsteller Asia-Pacific Social Media Study 2011
Percentage of companies with at least one branded social media channel
Asia
Global
80%
84%
40%
81%
2010 2011
Multiple streams
Three channels Two channels One channel None All channels
3%8%
24%
60%
5%
31%
17% 19% 19%14%
2010 2011
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
Microblogs Social Networks
Corporate Blogs
Video
18%20%
12%
8%
28%30%
9%12%
2010 2011
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…
Thailand
Taiwan
Singapore
Philippines
Malaysia
South Korea
Japan
Indonesia
India
Hong Kong
China
Australia
70%
20%
30%
50%
80%
90%
70%
50%
70%
60%
80%
90%
90%
40%
30%
40%
100%
70%
40%
40%
70%
70%
90%
50%
10%
10%
20%
90%
20%
20%
10%
50%
70%
30%
50%
40%
80%
60%
70%
30%
40%
30%
30%
50%
MicroblogsSocial NetworksCorporate Blogs
Source: Burson-Marsteller Asia-Pacific Social Media Study 2011
Percentage of companies with a branded presence on each social media channel
…traditional areas of focus
33%
23%
10%
20%
8%
6%
Media & Influencer Re-lations
Corporate Social Re-sponsibility
Leadership Communi-cations
Thought Leadership
Crisis/Issue Management
Recruitment Marketing
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?
Micro
-blo
gs
Socia
l Net
wor
ks
Corpo
rate
Blo
gs
Video
Sha
ring
38%47% 46%
23%
62%53% 54%
77%
Active Inactive
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…
Thailand
Taiwan
Singapore
Philippines
Malaysia
South Korea
Japan
Indonesia
India
Hong Kong
China
Australia
50%
20%
20%
30%
60%
70%
40%
20%
50%
20%
20%
50%
0%
20%
20%
20%
40%
0%
40%
20%
20%
30%
10%
50%
Home Page Integration Social Sharing Tools
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
Increasing online interest in Asian MNC content…
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
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
The death of deference
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
ZZZ…
1%
3%
93%
3%
Online Sentiment Around Asian Corporate Brands
Mixed
Positive
Neutral
Negative
Source: Burson-Marsteller Asia-PacificBased on a review of 492,838 mentions of prominent Asian brands in online forums
Where are the opportunities?
The rise of digital storytelling
Global content foundries
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
Everything that famously goes wrong is now called a ‘PR disaster’
http://www.slideshare.net/bmasia/bursonmarsteller-digital-crisis-communications-study
12 months away from a digital crisis?
Companies unsure how to proceed…
http://www.slideshare.net/bmasia/bursonmarsteller-digital-crisis-communications-study
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
Be prepared to apologize
The New Challenge for Communicators
“…the past is over and it is the future that beckons to us now.”
Jawaharlal Nehru
Photo Credits
Slide 4/5 http://www.flickr.com/photos/pedromourapinheiro/5075612989Slide 6 http://www.flickr.com/photos/41864721@N00/3055718118Slide 7 http://www.flickr.com/photos/69805768@N00/3292899689Slide 8 http://www.flickr.com/photos/xiaming/1369788004Slide 9 http://www.flickr.com/photos/51822611@N06/5229455183Slide 10 http://www.flickr.com/photos/85494010@N00/84202849
All other images from Microsoft or Wikimedia CommonsFlickr images sourced through http://compfight.com/
Burson-Marsteller Asia-Pacific
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