This document summarizes the findings of an Asia Pacific research project that tracked online conversations about technology brands across eight countries over three months. It found that mentions of technology brands doubled in the last quarter of 2009, with Twitter becoming the dominant channel for discussions, except in China where it is banned. Google continued to be the most discussed brand in the region. The research provides data and insights for brands to improve their social media marketing and measure its impact.

1. jointly produced by Edelman and Brandtology
Q4 2009

2. Its is the first research project in
Asia Pacific to provide insights on the
technology brands being discussed
online and the most active channels
where discussions are taking place.

5. ….ONLINE conversations from EIGHT
countries were tracked over a period of
THREE months…

7. The DBI offers data and insights
which brands can leverage to plan
and execute more proactive
social media marketing. It also
serves as a means to measure the
impact generated in terms of
increases in conversation,
channel presence, engagement
levels, and therefore overall
industry ranking.
Eddie Chau
Founder & CEO
Brandtology

8. DBI provides the much needed
industry benchmark for
companies aspiring to lead the
digital marketing wave, and to
move towards the ‘sweet spot’
where engagement meets
efficiency.
Bob Grove
Asia Pacific Director of Technology
Edelman

11. Channel Index

12. Average Engagement

13. DBI Findings
for Q4 2009

14. Tech brand mentions doubled in the last
quarter of 2009

15. Twitter became the dominant channel for
discussions of technology brands
across Asia
*except in China where it’s banned

16. Google continued to be the most
discussed brand across the region

17. Twitter, forus and
blogs are the most
popular medium.

21. China Telecom and
China Unicom made it to
top 10 buzz list
Oracle stayed in the
top 10 lists for all indices
Microsoft
brand mentions
increase, together
with its
conversations index.
China