Social media observations in Asia
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This talk was given on 17 March 2010, at SMU as part of Dr. Michael Netzley's class: DIGITAL MEDIA ACROSS ASIA: THE PAN-ASIAN CHALLENGE
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Social media observations in Asia
- 1. By : Robin Low observations: SOCIAL MEDIA in Asia
- 2. facebook statistics Asia - 10.5% Users, fast growing Market Singapore > 1.1 million users http://www.nickburcher.com/2009/03/facebook-usage-statistics-by-country.html
- 3. Facebook usage statistics by country - Dec 31st 2009 34.10% 80.70% 3,066,180 Sweden 20 99.30% 367.50% 3,975,640 Malaysia 19 38.40% 164.20% 4,952,340 Venezuela 18 66.80% 403.80% 5,397,480 India 17 701% 4763% 5,490,300 Taiwan 16 84.90% 361.90% 5,799,520 Germany 15 20.20% 39.90% 5,808,020 Chile 14 78.50% 351.50% 6,505,040 Mexico 13 25.80% 99.40% 7,243,520 Colombia 12 50.60% 227.50% 7,387,120 Argentina 11 25.70% 75.80% 7,611,920 Australia 10 33.40% 196.70% 7,701,200 Spain 9 208.40% 2046.80% 8,387,560 Philippines 8 30% 137.60% 13,272,760 Italy 7 19% 31% 14,228,460 Canada 6 32.60% 117% 14,290,700 France 5 126% 1536.70% 14,681,580 Indonesia 4 36.80% 113.60% 16,943,780 Turkey 3 20.90% 51.50% 22,625,300 UK 2 46.00% 140.80% 101,303,240 USA 1 6 month growth % 12 month growth % Number of Facebook users Country Rank
- 4. 1 in 4 Facebook Users Come From Asia or the Middle East
- 5. internet penetration
- 6. internet users
- 7. challenges faced (asian culture) Uniformity – does not want to stand out Does not like sharing information One track mind and resistant to change Lack knowledge management Lack empowerment (Bureaucratic) Does not like to be corrected Risk Adverse
- 8. Aitken Spence Hotels Kandalama Hotel, Sri Lanka
- 9. http:// aitkenspencehotels.typepad.com /corporate-blog/ http:// aitkenspenceplc.wordpress.com / http://maldiveslive.blogspot.com/2009/04/sri-lanka-aitken-spence-opens-new.html http:// www.facebook.com/ASHSriLanka
- 10. Started Social Media in 2009 21 blogs Facebook pages (3000+ fans) Youtube Accounts Flickr Accounts Twitter Accounts $12MM LKR (US$100,000) sales in Nov 09’ Aitken Spence Hotels (cont)
- 11. Aitken Spence Hotels (cont) Social Media Strategy included most hotel staff members. Core team run by IT department, and worked with PR, Marketing, HR and sales. Inclusive effort to get everyone involved. Giving value, good information, not offers. Engaging guests, share photos and promote events.
- 12. observations As the number of channels increase, overall engagement increases at a faster rate. Engagement differs by industry. Financial performance correlates with engagement . It Provides ” Multiple Communication Touch Points” http://jeffbullas.com/2009/07/21/report-reveals15-best-practices-of-social-media-implemented-by-the-top-100-brands/#comment-2005
- 13. best practices Start with a plan, not tactics. Listen to public Understand how each channel provides a different dimension of engagement Centralize coordination Find champions who can explain and mitigate risk. Be in it for the long haul http://jeffbullas.com/2009/07/21/report-reveals15-best-practices-of-social-media-implemented-by-the-top-100-brands/#comment-2005
- 14. best practices (cont.) Pick channels carefully. Spread engagement to employees beyond the social media team. Open the platform to anyone and everyone. Encourage employees to tap into social media to get work done. Engage in new channels where people already are. Support engagement as an extension of the company culture. http://jeffbullas.com/2009/07/21/report-reveals15-best-practices-of-social-media-implemented-by-the-top-100-brands/#comment-2005
- 15. best practices (cont.) Be conversational from the start. Be transparent with intentions. Modularize and synchronize content across channels. Commit resource and time to be successful. Emphasize quality, not just quantity. Welcome participation, feedback and co-creation. http://jeffbullas.com/2009/07/21/report-reveals15-best-practices-of-social-media-implemented-by-the-top-100-brands/#comment-2005
- 16. Twitter: dmediaacademy Blog: http:// digitalmediaacademy.blogspot.com / Facebook: http://www.facebook.com/digitalmediaacademy Social Media is growing in Asia, DON’T get left behind