This presentation delivered at the Lee Kong Chian School of Business in Singapore Management University provides an overview of digital dynamics in Asia-Pacific and outlines communications approaches designed to resonate with social media communities.

1. The Lee Kong Chian School of Business at Singapore Management University

2. (trillion current USD)
Source: Citibank Global Economic Review

3. 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

4. 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%
Source: Forbes Global 2000 list
Chemical 36%

6. 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

7. 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

8. 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

9. Multiple platforms
2010 2011
30%
28%
20%
18%
12% 12%
9% 8%
Microblogs Social Networks Corporate Blogs Video
Percentage of companies with an active branded presence
on each social media channel
Source: Burson-Marsteller Asia-Pacific Social Media Study 2011

10. 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

11. …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

12. 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

13. 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%

14. 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

15. ZZZ…
Online Sentiment Around Asian Corporate Brands
1%
3% 3%
Mixed
Positive
93% Neutral
Negative
Source: Burson-MarstellerAsia-Pacific
Based on a review of 492,838 mentions of prominent Asian brands in online forums

23. O A passive expectation of transparency is becoming
an active insistence on involvement
O Co-creation of communications creates consent
internally and credibility externally
O Consultation creates an anticipation of participation
O Setting expectations and understanding emotions
will help ensure the best results

24. O ‘You are important to us’
O ‘We need your opinions to help inform our actions’
O ‘We are listening to you…’ but will you be heard?

25. “Make the other
person feel important
and do it sincerely”
Fundamentally – for better or worse –
this is what effective communication demands

26. O Whether or not there is listening, of course social media
increases the demand to be heard, regardless of merit
O [Ironic that those demanding to be heard can often seem
least interested in listening!]
O ‘Me’ and ‘I’ narcissism, lack of attention span, rampant
impatience, toxic anger and abuse abounds
O Crowdsourcing intelligence versus mob rule?

27. 1. Lust ‘I want this’
2. Greed ‘I need this’
3. Gluttony ‘I must have more’
4. Sloth ‘I haven’t thought about it’
5. Wrath ‘I am angry about this’
6. Envy ‘I want what s/he’s got; I am worth it’
7. Pride ‘I am better; I deserve this’

28. Would this
happen in
Asia?

30. O Emotional intelligence applied to the social media arena
could be equated with social intelligence (SQ)
O When contact occurs, process should be outlined and
expectations clearly set right from the start
O Information and interaction preferences should be
determined so relationships can be built in a customised
manner
O The reason a community is convened and what it is all about
should be articulated

31. O Elicitation of metaphors to be baked into subsequent
communications content
O There needs to be a deliberate effort to find the ‘birds
of a feather who flock together’ (aka ‘homophily’)
O Each community should be designed with outputs in mind
ahead of the game
O Metrics should be determined, and not just ‘vanity
numbers’

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

35. O Putting on digital clothes does not necessarily
demand changes in executive behavior
O Do you appear at public events? Flickr
O Do you ever give presentations? SlideShare
O Do you make speeches at industry events? YouTube
O Does your organization actively recruit? LinkedIn

37. O Assign people with specific ownership
O Do social media training for the team
O Program a regular rhythm of content
O Assess analytics and recalibrate at regular intervals
O Don’t be pressured to be on too many platforms
O Build a ‘big brain’ of enduring knowledge

39. United States data from
Harris Interactive, 2012

41. 1. Design community 8. Think mobile
2. Shut up and listen 9. Tell stories graphically
3. Seek permission 10. Be present
4. Know emotions 11. Act fast
5. Possess a personality 12. Don’t forget search
6. Create content 13. Share information and
7. Integrate with outcomes
marketing

42. 1800s The rise of Britain
The rise of America
1980s The rise of Japan
2000s The rise of the Four Tigers
2010s The rise of China & India

43. The Lee Kong Chian School of Business at Singapore Management University