6. 信任度帶動顧客、投資者、與利益關係人的行為 _ + 不受信任的公司 受信任的公司 在亞太區過去12個月以來所採取的行動 選擇他們的產品 / 服務 拒買他們的產品 / 服務 向朋友 / 同事推薦他們 向朋友 / 同事批評他們 買更多他們的產品 / 服務 在網路上分享對於他們正面的意見 在網路上分享對於他們負面的意見 買進他們的股票 拋售他們的股票 F118. [TRACKING] Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Please answer yes or no to each action. (Percent “Yes”) Informed Publics ages 25-64 in APAC F119. [TRACKING] Still thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do not trust? Please answer yes or no to each action. (Percent “Yes”) Informed Publics ages 25-64 in APAC 6
7. 信任度保護與強化聲譽 當某公司不受信任時 當某公司受信任時 亞太區 57% 的人會在聽到 一兩次負面訊息後 便相信 49% 的人會在聽到一兩次正面訊息後便相信 的人會在聽到一兩次正面訊息後便相信 31% 16% 的人會在聽到一兩次負面訊息後便相信 Think about a company that you do not trust. How many times would you need to be exposed to (C83. positive information; C84. negative information) about that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in APAC Think about a company that you trust. How many times would you need to be exposed to (C85. negative information; C86. positive information) about that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in APAC 7
9. 9 對企業的信任度2010年與2011年比較 2010 2011 +16 信任者 不信任者 中立者 +2 - 8 A9. [Business in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On a 9-point scale where one means that you “DO NOT TRUST THEM AT ALL” and nine means that you “TRUST THEM A GREAT DEAL, how much do you trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina)
10. 對政府的信任度 2010年與2011年比較 2010 2011 +14 信任者 不信任者 中立者 +5 +5 - 6 +11 A7. [Government in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On a 9-point scale where one means that you “DO NOT TRUST THEM AT ALL” and nine means that you “TRUST THEM A GREAT DEAL, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina) 10
11. 對媒體的信任度2010年與 2011年比較 2010 2011 +11 +17 信任者 不信任者 中立者 +7 +4 +12 - 11 A8. [Media in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On a 9-point scale where one means that you “DO NOT TRUST THEM AT ALL” and nine means that you “TRUST THEM A GREAT DEAL, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina) 11
13. 13 新興市場中對非政府組織與企業的信任度在目前是相等的在已開發市場中對非政府組織的信任度則高於企業 對企業與非政府組織的信任度 企業 非政府組織 巴西 中國大陸 美國 英/法/德 A7-10. [TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On a 9-point scale where one means that you “DO NOT TRUST THEM AT ALL” and nine means that you “TRUST THEM A GREAT DEAL, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 in the U.S., UK/FR/GER, Brazil and China
14. 對企業與非政府組織的信任度 14 在亞太區的企業與非政府組織的信任度皆高於美國在澳洲與南韓對非政府組織的信任度則高於企業 A7-10. [TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On a 9-point scale where one means that you “DO NOT TRUST THEM AT ALL” and nine means that you “TRUST THEM A GREAT DEAL, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 in 23 countries
15. 15 對非政府組織的信任度長期以來上升了 對非政府組織的信任度受訪者為年齡35歲到64歲而且資訊暢通的民眾 A10. [Non-governmental organizations TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On a 9-point scale where one means that you “DO NOT TRUST THEM AT ALL” and nine means that you “TRUST THEM A GREAT DEAL, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 35-64 in US, UK/FR/GER, India and China
16. 亞太區整體的信任度都比歐盟與北美洲高 整體的信任度 A7-A10. I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On a 9-point scale where one means that you “DO NOT TRUST THEM AT ALL” and nine means that you “TRUST THEM A GREAT DEAL, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 in the EU (excludes Russia), North America and Asia Pacific 16
18. 18 對於有利於社會的企業作風的期待是普遍性的 G120. Which of the following two positions comes closest to your view? A corporation should focus only on creating shareholder value, even if the way in which they create shareholder value conflicts with societal interests OR corporations need to create shareholder value in a way that aligns with society’s interests, even if that means sacrificing shareholder value. Informed Publics ages 25-64 in 23 countries
19. 19 政府應該以管制來確保有責任的企業作風嗎？ G123. And which of the following statements is closest to your view? I trust corporations to act on their own to behave in a responsible manner OR I think government needs to regulate corporations’ activities to ensure that they are behaving in a responsible manner. Informed Publics ages 25-64 in 23 countries
21. 21 消費者產品業在亞太區面臨了信任危機金融機構在全球都不受信任，但在亞太區還好 變動 2010/2011 亞太地區 對產業的信任感 #1 #3 #2 #9 #8 #6 #8 #5 #7 #13 #12 #14 #11 #10 #4 Note Wording Changes from 2010: - Media asked as Media Companies - Consumer Packaged Goods asked as Consumer Packaged Goods Manufacturers - Food and Beverage asked as Food #9 Significant at 95% confidence level A30-45. [TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each of the following industries to do what is right. Again, please use a nine-point scale where one means that you “DO NOT TRUST THEM AT ALL” and nine means that you “TRUST THEM A GREAT DEAL.” (Top 4 Box) Informed publics ages 25-64 in 23 countries and APAC
22. 22 什麼會影響企業聲譽：品質、透明度、員工福利、與信任度公平定價在亞太區的重要性高於全球 影響聲譽的因素 亞太地區 #1 72% #3 62% #4 58% #3 62% #2 63% 54% 53% 50% 38% 45% Significant at 95% confidence level B72-81. [TRACKING] How important are each of the following factors to the overall reputation of the company? Please use a nine-point scale where one means that factor is “not at all important” and nine means it is “extremely important” to overall reputation. The first one is [INSERT FIRST]. How important is this factor to overall reputation on a 9-point scale where one means “not at all important” and nine means “extremely important”? (Top 2 Box, Very/ Extremely Important) Informed Publics ages 25-64 in 23 countries and APAC
25. 25 具可信度的發言人 亞太區 - 4 + 7 N/A 學者或專家 執行長 金融或產業分析師 政府官員 非政府組織代表 像自己一樣的一般人 正職員工 公司內的技術專家 D104-111. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about a company from that person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in APAC
26. 26 亞太區企業執行長的可信度高於全球 具可信度的發言人 – 企業執行長亞太區 +7 +10 +20 +14 +13 +11 D104-111. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about a company from that person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina)
27. 27 處於危機時，雖然企業執行長一定得臨陣當先，但是大家也想要聽聽多元的意見 亞太區 公司危機時受信任的發言人 產品召回時較佳的發言人 當地社區受損時較佳的發言人 D100. Now I am going to read you a list of people. When a company experiences a crisis, please tell me which one of the following people you trust the most to deliver honest information about that crisis. Informed Publics ages 25-64 in APAC D101. Keeping the same list of people in mind, when a company issues a product recall, which one person do you want to hear information from about that recall? Informed Publics ages 25-64 in APAC D102. Keeping the same list of people in mind, when a company’s actions have damaged the local community where it operates, which one person do you want to hear information from about that damage? Informed Publics ages 25-64 in APAC
28. 利益關係人從何處取得公司的消息與資訊？ 偏好的管道 首要來源 亞太區 亞太區 次要來源 (NETS) I139. There are a number of sources one could use to find general news or information about a company. When looking for general news or information about a company, which one type of information source would you generally consult first? I140. And after [INSERT I139 RESPONSE], which one type of information source would you generally consult second when looking for general news or information about a company? II141. Now, thinking about a business crisis, are [INSERT I139 AND I140 RESPONSE] the same types of sources you consult first for information about a business crisis? Informed Publics ages 25-64 in 23 countries and APAC 28
29. 29 強勁的當地媒體品牌是首選 大多數人所依賴的公司資訊來源 (發問時未提示) I143. Please tell me the names of the specific sources you rely on most for information about companies. (Open Ended Response) Informed Publics ages 25-64 in the U.S., the U.K., China and Brazil
30. 30 強勁的當地媒體品牌是首選 大多數人所依賴的公司資訊來源 (發問時未提示) I143. Please tell me the names of the specific sources you rely on most for information about companies. (Open Ended Response) Informed Publics ages 25-64 in India, Indonesia, Japan and South Korea
31. 31 強勁的當地媒體品牌是首選 大多數人所依賴的公司資訊來源 (發問時未提示) I143. Please tell me the names of the specific sources you rely on most for information about companies. (Open Ended Response) Informed Publics ages 25-64 in Singapore and Australia
32. 32 什麼資訊來源在亞太區最受信任？ 受信任的資訊來源 – 很信任 亞太區 Traditional Online Multiple sources Social Media Corporate H125-136. Now I’m going to read you a list of places where you might get information about a company. For each, please tell me if you trust it – a great deal, somewhat, not too much, or not at all as a source of information about a company? (Trust A Great Deal) Informed Publics ages 25-64 in APAC
34. 信任度帶動顧客、投資者、與利益關係人的行為 _ + 不受信任的公司 受信任的公司 在亞太區過去12個月以來所採取的行動 選擇他們的產品 / 服務 拒買他們的產品 / 服務 向朋友 / 同事推薦他們 向朋友 / 同事批評他們 買更多他們的產品 / 服務 在網路上分享對於他們正面的意見 在網路上分享對於他們負面的意見 買進他們的股票 拋售他們的股票 F118. [TRACKING] Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Please answer yes or no to each action. (Percent “Yes”) Informed Publics ages 25-64 in APAC F119. [TRACKING] Still thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do not trust? Please answer yes or no to each action. (Percent “Yes”) Informed Publics ages 25-64 in APAC 34
35. 信任度保護與強化聲譽 當某公司不受信任時 當某公司受信任時 亞太區 57% 的人會在聽到 一兩次負面訊息後 便相信 49% 的人會在聽到一兩次正面訊息後便相信 的人會在聽到一兩次正面訊息後便相信 31% 16% 的人會在聽到一兩次負面訊息後便相信 Think about a company that you do not trust. How many times would you need to be exposed to (C83. positive information; C84. negative information) about that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in APAC Think about a company that you trust. How many times would you need to be exposed to (C85. negative information; C86. positive information) about that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in APAC 35
(China N=375 aged 25-64; All others N=200 aged 25-64)
EXPLAIN THE FOUR SECTIONS OF THE CHART Trust in business in Asia and globally has remained relatively flat, despite the significant decline in trust in the united states. Trust in business has increased significantly only in Indonesia and Australia
Trust in government has risen in both Asia and globally. Despite a decline in the unites states. It has risen particularly significantly in China and Australia and Japan. It has declined in Singapore. Generally this is consistent with previous years in which we have seen that Asia tends to be significantly more trusting of government than global peers…. The only year this wasn’t the case was the 2009 survey after the financial crisis.
The phrase used in the question is “media in general” so this refers to the on-line and offline media and what people generally conceive of as the media. We have seen a significant increase in trust in the media in Asia and a modest rise globally. Trust in media in the united states and Australia is in a woeful state.We see a significant increase in trust in media in Indonesia, China and Japan.
IN SUMMARY….
I want to show you another slide that I think debunks the common myth that stakeholders in Asia are less concerned with socially responsible business practice than those in other parts of the world. In fact, it seems that insofar as China is concerned, the opposite may be true. Chinese stakeholders have a higher expectation of the need for business to do what is aligned with society’s best interests than their North American counterparts and are among the most demanding in the world
CEOs gain most ground as all “authority figures” considered more credible
GLOBALLY THE CEO IS BACK… CLEAR AND STRONG LEADERSHIP IS DESIRED.
THIS GIVES YOU AN INSIGHT INTO THE DEPTH INTO WHICH OUR DATA GOES AND WHICH ENABLES EDELMAN CONSULTANTS TO GIVE COUNSEL BASED ON RESEARCH RATHER THAN INTUITION. TECH EXPERT MORE IMPORTANT IN A PRODUCT RECALL…. TRUSTED THIRD PARTIES MORE IMPIRTANT WHEN COMMUNITY AFFECTED
LET’S LOOK NOW AT CHANNEL SELECTION… THE QUESTION ASKED HERE IS… When looking for general news or information about a company, which ONE type of information source would you generally consult FIRST?? And you can see the results on the left column… and which source do you turn to SECOND and you can see that list in the second column (pause)GLOABLLY – ON LINE SEARCH ENGINES DOMINATE AND ON-LINE NEWS SOURCES COME SECOND… APAC SCORES SLIGHTLY ARE HIGHER THAN THE GLOBAL AVERAGE. WHAT DOES THIS MEAN? THIS MEANS THAT SEARCH ENGINES SHOULD PERHAPS NOW BE CONSIDERED REPUTATION MANAGEMENT ENGINES. IF YOU HAVEN’T GOT THE RIGHT ITEMS APPEARING IN THE RIGHT RANKING ORDER IN THE TOP PAGES OF A GOOGLE or baidu or rediff or youtube… then you have a reputation management issue that needs to be resolved through search engine optimisation and a wider comms plan. TRADITIONAL MEDIA RELATIONS REMAINS critically important… most of what the search engines are throwing up are links to recent news hosted on traditional news media on-line sites and the second, third and fourth preferred channels are traditional and on-line media outlets. But we must understand how search engines work and how eyeballs are directed forward onto these other channels from the search engines. IT IS ALSO VERY IMPORTANT TO NOTE THE CREDIBILITY AND IMPORTANCE OF THE COMPANY WEBSITE… THIS IS STILL AN EXCELLENT CHANNEL TO DRIVE TRAFFIC TO… RICHARD EDELMAN SAYS EVERY COMPANY IS A MEDIA COMPANY THESE DAYS…. HOW YOU PRESENT YOUR OWN INFORMATION ON YOUR OWN WEBSITE CAN HAVE A HIGE IMPACT IN THE CREDIBILITY AND AUTHORITY OF THAT INFORMATION… CREATING THE LOOK AND FEEL OF A GENUINE NEWSROOM REALLY HELPS AND THAT’S ONE OF THE KEY CONTENT SERVICES EDELMAN IS WORKING WITH MANY OF ITS CLIENTS ON AT THE MOMENT.
WE ALSO ASKED PEOPLE TO NAME SPECIFIC SOURCE BRANDS THAT THEY RELY ON MOST FOR INFORMATION ABOUT COMPANIES…. THIS IS UNAIDED… SO WHATEVER BRANDS POP TO MIND ARE RECORDED. AND I THINK WHAT’S REALLY EVIDENT HERE AND ON THE NEXT SLIDE I WILL SHOW YOU WITH THE APAC MARKETS… IS THAT LOCAL MEDIA SOURCES DOMINATE. WHAT’S PERHAPS MOST NOTABLE – PERHAPS NOT SURPRISING – BUT NOTABLE – IS THAT GOOGLE IS DOMINANT. AND GOOGLE IS NOT A MEDIA OUTLET IN THE TRADITIONAL SENSE OF AN ORGANISATION THAT HIRES JOURNALISTS AND EDITORS AND GENERATES CONTENT, BUT IT IS FUNDAMENTAL TO CORPORATE REPUTATION AS THE DRIVER OF TRAFFIC.
AGAIN LOOKING AT THE OTHER MARKETS IN THE REGION THE PATTERN CONTINUES… GOOGLE AT OR NEAR THE TOP WITH OTHER DOMINANT LOCAL SEARCH ENGINES, FOLLOWED BY LOCAL MEDIA OUTLETS AND BRANDS… YOU SEE SOME GLOBAL BRANDS IN THE INDIA LIST… BUT WE HAVE TO REMEMBER THAT MAJOR LOCAL BRANDS CARRY THOSE GLOBAL BRANDS IN INDIA… CNN IS IBN-CNN AND CNBC IS TV18 CNBC. THE STRENGTH OF THE BBC IS REFLECTIVE OF A FORMER BRITISH COLONY THAT HAS HIGH ENGLISH SPEAKING POPULATION LEVELS.
AND SAME FOR SINGAPORE AND AUSTRALIA…
TRADITIONAL MEDIA STILL DOMINATES DON’T UNDERESTIMATE THE POWER OF THE COMPANY WEBSITE!!!
SO HERE IS A CONCEPTUAL REPRESENTATION OF HOW THINGS HAVE CHANGED. ON THE LEFT WE LOOK AT THE OLD TRUST FRAMEWORK… IT WAS ALL ABOUT CONTROL… THE IDEA THAT WE COULD CONTROL INFORMATION AND COMPANIES WERE FIXED ENTITIES…. EVERYTHING IS NOW WORK IN PROGRESS AND CONTINUOUSLY CHANGING. WE CAN NO LONGER STAND ALONE – WE MUST COMMUNICATE WITH THIRD PARTIES WHO ENDORSE YOU, NGO’S, EMPLOYEES AND OTHER ORGANISATIONS WHICH YOUR AUDIENCES BELIEVE AND TRUST JUST AS MUCH AS THEY DO YOU… IF NOT MORE SO.WE CAN NO LONGER FOCUS SOLELY ON PROFIT… WE MUST HAVE A PURPOSE AS WELLAND WE CANNOT TAKE A DEFENSIVE “PROTECT THE BRAND” STANCE. SOME WOULD SAY THAT THE BRAND IS OWNED BY THE MARKET, OUR REPUTATION IS OWNED BY OUR STAKEHOLDERS.. WE ARE PARTICIPTANTS IN SHAPING THE PERCEPTION OF OUR BRAND AND REPUTATIONS…SO THE TRIANGULAR MODEL ON THE RIGHT IS THE WAY THINGS ARE NOW… TRANSPARENCY IS FUNDAMENTAL, ENGAGEMENT ACROSS A WIDE RANGE OF STAKEHOLDERS IS FUNDAMENTAL, AND PROFIT IS NO LONGER ENOUGH ANY MORE – YOU MUST HAVE A PURPOSE IN YOUR ORGANISATION.
