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Asia-Pacific Corporate Social Media Study 2011
          How Asian Companies are Engaging Stakeholders Online




Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
Many more Asian companies now use
social media platforms
Number of social media channels with corporate activity

                                                                              Key take-aways
2011                                                     2010
                                                                   • 81% of top Asian companies have a
                                                                    branded social media presence –
                                                                    compared to 40% in 2010

                                                                   • Under 20% of top Asian companies
                                                                    have no official corporate social media
                                                                    presence - compared to 60% in 2010

                                                                   • Most social media channels are used
                                                                    for both branded product marketing
                                                                    and corporate communications
                                                                    purposes




Source: Asia-Pacific Corporate Social Media Study 2011

Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
S. Korean companies are the
most ‘social’ Asians
Corporate use of social media channels by market - 2011                                                          Key take-aways
                                                                                                      • South Korean companies are the
                                                                                                       most aggressive users of social
                                                                                                       media for corporate communications
                                                                                                       and marketing

                                                                                                      • Chinese, Malay and Thai firms are also
                                                                                                       agressively using social media




 Percentage of companies using the four major social media channel types across Asia-Pacific - 2011

 Source: Asia-Pacific Corporate Social Media Study 2011

 Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
Southeast Asian firms have invested strongly
in social media in 2011
Corporate use of social media channels by market - 2010
                                                                                                                  Key take-aways
                                                                                                     • Southeast Asian (Malay, Thai and
                                                                                                       Filipino) firms have invested strongly in
                                                                                                       social media over the past twelve
                                                                                                       months

                                                                                                     • Taiwanese and Singaporean firms
                                                                                                       continue to lag their peers and
                                                                                                       competitors in other Asian markets




Percentage of companies using the four major social media channel types across Asia-Pacific - 2010

 Source: Asia-Pacific Corporate Social Media Study 2011

 Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
Asian companies prefer social networks
and micro-blogs
Top social platforms used for corporate marketing and communications
                                                                                                     Key take-aways
                                                                                             • Social networks are the most
                                                                                               popular social media channels,
                                                                                               though tend to be used for both
                                                                                               product and corporate marketing

                                                                                             • Micro-blogs are also popular, as
                                                                                               they are easier to manage and are
                                                                                               less dialogue-oriented

                                                                                             • Few Asian companies are using
                                                                                               blogs to communicate with
                                                                                               corporate audiences



Percentage of top Asian companies using one or more of the four top social media platforms




Source: Asia-Pacific Corporate Social Media Study 2011

Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
Asian firms continue to lag their global
peers and competitors
Top global social platforms used for corporate marketing and communications
                                                                                                      Key take-aways
                                                                                             • There was an 18% increase in
                                                                                              Fortune Global 100 companies
                                                                                              using Twitter, followed by a 14%
                                                                                              growth in YouTube channels and a
                                                                                              13% growth in companies using
                                                                                              Facebook pages

                                                                                             • Twitter is emerging as the
                                                                                              predominant social media
                                                                                              platform used by corporations,
                                                                                              although corporate Facebook
                                                                                              pages have more “likes” than
                                                                                              Twitter accounts have “followers”


Percentage of top Asian companies using one or more of the four top social media platforms




Source: Global Fortune 100 Corporate Social Media Study 2011

Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
Corporate social strategies remain
short-term and piecemeal
Levels of corporate activity on company social media channels


                                                                                                                              Key take-aways
                                                                                                                      • 62% of social channels
                                                                                                                       surveyed were inactive

                                                                                                                      • Companies that use social
                                                                                                                        networks and corporate blogs
                                                                                                                        are most committed to these
                                                                                                                        channels, as they require
                                                                                                                        more active management

                                                                                                                      • Conversely, Asian firms
                                                                                                                        that have set up video
                                                                                                                        sharing channels struggle to
                                                                                                                        keep them updated

Percentage of companies with active (at least one post during the period July 01-15, 2011) or inactive (with no posts or activity) social media
channels used solely or in part for corporate marketing and communications

Source: Asia-Pacific Corporate Social Media Study 2011

Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
Integration of social media with
corporate websites remains a low priority
Integration of social media channels with company website


                                                                                                                        Key take-aways
                                                                                                                • South Korean, Australian and
                                                                                                                  Malay firms are promoting
                                                                                                                  their social media channels
                                                                                                                  most actively via their
                                                                                                                  websites

                                                                                                                • Most firms are still testing
                                                                                                                  social media, and fear that
                                                                                                                  linking it closely to their ‘core’
                                                                                                                  online channels may increase
                                                                                                                  the likelihood of loss of face



Percentage of companies promoting their branded social media channels via their corporate homepage or page sharing tools



Source: Asia-Pacific Corporate Social Media Study 2011

Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
Corporate social storytelling in Asia
remains in its infancy
Use of company video sharing channel
                                                                                                                         Key take-aways
                                                                                                                • Use of video to tell the corporate
                                                                                                                  story is thin

                                                                                                                • Companies in South Korea,
                                                                                                                  Australia and India are most
                                                                                                                  actively using online video

                                                                                                                • Relatively poor telecoms
                                                                                                                  infrastructures has limited video
                                                                                                                  communication in some markets,
                                                                                                                  especially in Southeast Asia




The average number of videos uploaded to a company’s video sharing channel(s) from 1-15 July 2011 (inclusive)



Source: Asia-Pacific Corporate Social Media Study 2011

Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
Media & influencer outreach dominates
corporate social activity
Focus of corporate social media activity

                                                                                                      Key take-aways
                                                                                             • Asian companies are focused
                                                                                               mostly on ‘pushing’ news to
                                                                                               users, including journalists,
                                                                                               bloggers and other opinion-
                                                                                               formers

                                                                                             • Few Asian company CEOs or
                                                                                               senior executives are actively
                                                                                               using social media

                                                                                             • Crisis and issues communications
                                                                                               mostly concern customer service
                                                                                               complaints that may escalate

Percentage of corporate marketing or communications posts to company social media channels
across Asia-Pacific during the period July 01-15, 2011


Source: Asia-Pacific Corporate Social Media Study 2011

Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
Technology & telecoms companies are
Asia’s most advanced social media users
Corporate use of social media channels by industry

                                                                                                         Key take-aways
                                                                                                  • Telecoms companies are the
                                                                                                    most active users of social
                                                                                                    media for corporate purposes

                                                                                                  • Of the industries represented,
                                                                                                    financial services are the least
                                                                                                    enthusiastic users of social
                                                                                                    media




Percentage of companies by industry sector using one or more of the four top social media types


Source: Asia-Pacific Corporate Social Media Study 2011

Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
Approach & next steps to corporate
social media
Companies considering developing and
implementing a corporate social media strategy
might usefully consider the following:


•   Monitor Continuously                                               Next steps
•   Clarify Objectives
•   Get Management Buy-In                                              1.Understand your Audiences
•   Align Messages
                                                                       2.Assess your Communications Capabilities
•   Connect the Dots
•   Contribute to the Community                                        3.Identify and Strengthen Gaps
•   Participate in Times Good and Bad                                  4.Re-design Policies, Procedures and Toolkits
•   Be Prepared to Respond in Real-time                                5.Communicate Employee Roles and Responsibilities
•   Be Flexible                                                        6.Cascade Learnings
•   Speak as a Human
•   Don’t be Heavy Handed
•   Optimise Continually




    Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
Methodology
This study assesses corporate marketing and                         Social media channels analysed comprised the top
communications activity on top social media                         social networks, micro-blogs, video sharing and
channels by 120 of Asia’s leading companies.                        corporate blogging platforms per country – hosted
Companies were selected from the                                    on third party platforms and/or website-based.
Wall Street Journal Asia 200 Index of Asia’s
leading companies as determined by executives                       Data was collected in July 2011 by Burson-
and professionals across Asia-Pacific. The top 10                   Marsteller’s Asia-Pacific digital and research teams.
companies were selected per country.                                Accounts were considered ‘active’ if they had at
                                                                    least one post by the company on or between July
The countries studied were: Australia, China,                       1st and 15th 2011.
Hong Kong, India, Indonesia, Japan, Malaysia,
The Philippines, Singapore, South Korea, Taiwan                     Of the 120 companies surveyed, 24 of them are in
and Thailand.                                                       financial services, 15 in telecommunications, 25 in
                                                                    consumer goods, and 14 from the technology
Corporate marketing is defined as: Media and                        sector.
Influencer Relations; Corporate Social
Responsibility; Thought Leadership; Leadership
Communications; Crisis and Issues Management;
Recruitment Marketing.
                                                                    This study is made available under a
                                                                    Creative Commons Attribution 3.0 Unported License.

 Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
Further Information
Charlie Pownall                                  Carly Yanco                                Kelvin Lim
Lead Digital Strategist (Asia-Pacific)           Head of Digital (Australia)                Digital Strategist (Malaysia)
charles.pownall@bm.com                           carly.yanco@bm.com                         kelvin.lim@bm.com

Albert Pereira                                   Leon Zhang                                 Jinny Jacaria
President, Digital (India)                       Digital Strategy & Insights Lead (China)   Account Director (Philippines)
albert.pereira@bm.com                            leon.zhang@bm.com                          jjacaria@seinc.com.ph

Craig Adams                                      Terence Yam                                Steve Bowen
Director, Marketing (Asia-Pacific)               Digital Strategist (Hong Kong)             Managing Director (Singapore)
craig.adams@bm.com                               terence.yam@bm.com                         steve.bowen@bm.com

Zaheer Nooruddin                                 Salil Jayakar                              DaeChul Shin
Digital Chief Marketing Officer (Asia-Pacific)   Digital Strategist (India)                 Digital Associate (S. Korea)
zaheer.nooruddin@bm.com                          salil.jayakar@bm.com                       daechul.shin@bm.com

                                                 Natashia Jaya                              Luna Chiang
                                                 Digital Associate (Indonesia)              Senior Account Director (Taiwan)
                                                 natashia.jaya@bm.com                       luna.chiang@compasspr.com.tw

                                                 Gosuke Kumamura                            Jeremy Plotnick
                                                 Lead Digital Strategist (Japan)            Knowledge Director (Thailand)
                                                 gosuke.kumamura@bm.com                     jeremy.plotnick@abm.co.th




Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
About Burson-Marsteller Asia-Pacific

Burson-Marsteller Asia-Pacific is the leading                       Our Asia-Pacific network
consultancy for organisations communicating in Asia-
Pacific and internationally. With a presence in the                 Offices
region dating back to 1973, Burson-Marsteller today                 Bangalore, Beijing, Chengdu, Chennai, Guangzhou,
includes 35 offices and affiliates in 16 countries                  Gurgaon, Hong Kong, Hyderabad, Jakarta, Kolkata,
integrated seamlessly into a global network operating               Kuala Lumpur, Mumbai, Pune, Seoul, Shanghai,
in 98 countries.                                                    Shenzhen, Singapore, Sydney, Tokyo

Our evidence-based approach to communications                       Affiliates
provides our clients with effective, data-driven                    Adelaide, Auckland, Bangkok, Brisbane, Canberra,
programs delivered through multiple channels and                    Colombo, Dhaka, Islamabad, Karachi, Kathmandu,
focused on tangible, measurable results. Our team of                Kuala Lumpur, Lahore, Manila, Perth, Taipei,
more than 700 professionals offers a powerful                       Wellington
combination of local knowledge, sector expertise and
global communications reach.

For more information, please visit:
burson-marsteller.asia




 Burson-Marsteller l Asia-Pacific l Evidence-Based Communications

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Burson-Marsteller Asia-Pacific Corporate Social Media Study 2011- Summary Presentation

  • 1. Asia-Pacific Corporate Social Media Study 2011 How Asian Companies are Engaging Stakeholders Online Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
  • 2. Many more Asian companies now use social media platforms Number of social media channels with corporate activity Key take-aways 2011 2010 • 81% of top Asian companies have a branded social media presence – compared to 40% in 2010 • Under 20% of top Asian companies have no official corporate social media presence - compared to 60% in 2010 • Most social media channels are used for both branded product marketing and corporate communications purposes Source: Asia-Pacific Corporate Social Media Study 2011 Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
  • 3. S. Korean companies are the most ‘social’ Asians Corporate use of social media channels by market - 2011 Key take-aways • South Korean companies are the most aggressive users of social media for corporate communications and marketing • Chinese, Malay and Thai firms are also agressively using social media Percentage of companies using the four major social media channel types across Asia-Pacific - 2011 Source: Asia-Pacific Corporate Social Media Study 2011 Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
  • 4. Southeast Asian firms have invested strongly in social media in 2011 Corporate use of social media channels by market - 2010 Key take-aways • Southeast Asian (Malay, Thai and Filipino) firms have invested strongly in social media over the past twelve months • Taiwanese and Singaporean firms continue to lag their peers and competitors in other Asian markets Percentage of companies using the four major social media channel types across Asia-Pacific - 2010 Source: Asia-Pacific Corporate Social Media Study 2011 Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
  • 5. Asian companies prefer social networks and micro-blogs Top social platforms used for corporate marketing and communications Key take-aways • Social networks are the most popular social media channels, though tend to be used for both product and corporate marketing • Micro-blogs are also popular, as they are easier to manage and are less dialogue-oriented • Few Asian companies are using blogs to communicate with corporate audiences Percentage of top Asian companies using one or more of the four top social media platforms Source: Asia-Pacific Corporate Social Media Study 2011 Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
  • 6. Asian firms continue to lag their global peers and competitors Top global social platforms used for corporate marketing and communications Key take-aways • There was an 18% increase in Fortune Global 100 companies using Twitter, followed by a 14% growth in YouTube channels and a 13% growth in companies using Facebook pages • Twitter is emerging as the predominant social media platform used by corporations, although corporate Facebook pages have more “likes” than Twitter accounts have “followers” Percentage of top Asian companies using one or more of the four top social media platforms Source: Global Fortune 100 Corporate Social Media Study 2011 Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
  • 7. Corporate social strategies remain short-term and piecemeal Levels of corporate activity on company social media channels Key take-aways • 62% of social channels surveyed were inactive • Companies that use social networks and corporate blogs are most committed to these channels, as they require more active management • Conversely, Asian firms that have set up video sharing channels struggle to keep them updated Percentage of companies with active (at least one post during the period July 01-15, 2011) or inactive (with no posts or activity) social media channels used solely or in part for corporate marketing and communications Source: Asia-Pacific Corporate Social Media Study 2011 Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
  • 8. Integration of social media with corporate websites remains a low priority Integration of social media channels with company website Key take-aways • South Korean, Australian and Malay firms are promoting their social media channels most actively via their websites • Most firms are still testing social media, and fear that linking it closely to their ‘core’ online channels may increase the likelihood of loss of face Percentage of companies promoting their branded social media channels via their corporate homepage or page sharing tools Source: Asia-Pacific Corporate Social Media Study 2011 Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
  • 9. Corporate social storytelling in Asia remains in its infancy Use of company video sharing channel Key take-aways • Use of video to tell the corporate story is thin • Companies in South Korea, Australia and India are most actively using online video • Relatively poor telecoms infrastructures has limited video communication in some markets, especially in Southeast Asia The average number of videos uploaded to a company’s video sharing channel(s) from 1-15 July 2011 (inclusive) Source: Asia-Pacific Corporate Social Media Study 2011 Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
  • 10. Media & influencer outreach dominates corporate social activity Focus of corporate social media activity Key take-aways • Asian companies are focused mostly on ‘pushing’ news to users, including journalists, bloggers and other opinion- formers • Few Asian company CEOs or senior executives are actively using social media • Crisis and issues communications mostly concern customer service complaints that may escalate Percentage of corporate marketing or communications posts to company social media channels across Asia-Pacific during the period July 01-15, 2011 Source: Asia-Pacific Corporate Social Media Study 2011 Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
  • 11. Technology & telecoms companies are Asia’s most advanced social media users Corporate use of social media channels by industry Key take-aways • Telecoms companies are the most active users of social media for corporate purposes • Of the industries represented, financial services are the least enthusiastic users of social media Percentage of companies by industry sector using one or more of the four top social media types Source: Asia-Pacific Corporate Social Media Study 2011 Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
  • 12. Approach & next steps to corporate social media Companies considering developing and implementing a corporate social media strategy might usefully consider the following: • Monitor Continuously Next steps • Clarify Objectives • Get Management Buy-In 1.Understand your Audiences • Align Messages 2.Assess your Communications Capabilities • Connect the Dots • Contribute to the Community 3.Identify and Strengthen Gaps • Participate in Times Good and Bad 4.Re-design Policies, Procedures and Toolkits • Be Prepared to Respond in Real-time 5.Communicate Employee Roles and Responsibilities • Be Flexible 6.Cascade Learnings • Speak as a Human • Don’t be Heavy Handed • Optimise Continually Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
  • 13. Methodology This study assesses corporate marketing and Social media channels analysed comprised the top communications activity on top social media social networks, micro-blogs, video sharing and channels by 120 of Asia’s leading companies. corporate blogging platforms per country – hosted Companies were selected from the on third party platforms and/or website-based. Wall Street Journal Asia 200 Index of Asia’s leading companies as determined by executives Data was collected in July 2011 by Burson- and professionals across Asia-Pacific. The top 10 Marsteller’s Asia-Pacific digital and research teams. companies were selected per country. Accounts were considered ‘active’ if they had at least one post by the company on or between July The countries studied were: Australia, China, 1st and 15th 2011. Hong Kong, India, Indonesia, Japan, Malaysia, The Philippines, Singapore, South Korea, Taiwan Of the 120 companies surveyed, 24 of them are in and Thailand. financial services, 15 in telecommunications, 25 in consumer goods, and 14 from the technology Corporate marketing is defined as: Media and sector. Influencer Relations; Corporate Social Responsibility; Thought Leadership; Leadership Communications; Crisis and Issues Management; Recruitment Marketing. This study is made available under a Creative Commons Attribution 3.0 Unported License. Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
  • 14. Further Information Charlie Pownall Carly Yanco Kelvin Lim Lead Digital Strategist (Asia-Pacific) Head of Digital (Australia) Digital Strategist (Malaysia) charles.pownall@bm.com carly.yanco@bm.com kelvin.lim@bm.com Albert Pereira Leon Zhang Jinny Jacaria President, Digital (India) Digital Strategy & Insights Lead (China) Account Director (Philippines) albert.pereira@bm.com leon.zhang@bm.com jjacaria@seinc.com.ph Craig Adams Terence Yam Steve Bowen Director, Marketing (Asia-Pacific) Digital Strategist (Hong Kong) Managing Director (Singapore) craig.adams@bm.com terence.yam@bm.com steve.bowen@bm.com Zaheer Nooruddin Salil Jayakar DaeChul Shin Digital Chief Marketing Officer (Asia-Pacific) Digital Strategist (India) Digital Associate (S. Korea) zaheer.nooruddin@bm.com salil.jayakar@bm.com daechul.shin@bm.com Natashia Jaya Luna Chiang Digital Associate (Indonesia) Senior Account Director (Taiwan) natashia.jaya@bm.com luna.chiang@compasspr.com.tw Gosuke Kumamura Jeremy Plotnick Lead Digital Strategist (Japan) Knowledge Director (Thailand) gosuke.kumamura@bm.com jeremy.plotnick@abm.co.th Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
  • 15. About Burson-Marsteller Asia-Pacific Burson-Marsteller Asia-Pacific is the leading Our Asia-Pacific network consultancy for organisations communicating in Asia- Pacific and internationally. With a presence in the Offices region dating back to 1973, Burson-Marsteller today Bangalore, Beijing, Chengdu, Chennai, Guangzhou, includes 35 offices and affiliates in 16 countries Gurgaon, Hong Kong, Hyderabad, Jakarta, Kolkata, integrated seamlessly into a global network operating Kuala Lumpur, Mumbai, Pune, Seoul, Shanghai, in 98 countries. Shenzhen, Singapore, Sydney, Tokyo Our evidence-based approach to communications Affiliates provides our clients with effective, data-driven Adelaide, Auckland, Bangkok, Brisbane, Canberra, programs delivered through multiple channels and Colombo, Dhaka, Islamabad, Karachi, Kathmandu, focused on tangible, measurable results. Our team of Kuala Lumpur, Lahore, Manila, Perth, Taipei, more than 700 professionals offers a powerful Wellington combination of local knowledge, sector expertise and global communications reach. For more information, please visit: burson-marsteller.asia Burson-Marsteller l Asia-Pacific l Evidence-Based Communications