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

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


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


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


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


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


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


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…


Persuasion 1.0

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


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


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


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…





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

http://www.slideshare.net/bmasia

http://www.slideshare.net/bmasia

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

Find us online

http://www.burson-marsteller.asia/

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

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