Digital Transformation in the PLM domain - distrib.pdf
Edelman Digital APAC 2012 Trends
1. INSIGHTS @ EDELMAN DIGITAL: APAC
EIGHT DIGITAL TRENDS TO WATCH IN 2011
YOU AINT SEEN NOTHING YET! DAVID ARMANO
CURATED BY STEVE RUBEL AND
DIGITAL TRENDS RESHAPING CONSUMER ENGAGEMENT AND MEDIA
CONSUMPTION ACROSS ASIA
John Kerr
Regional Director, Edelman Digital APAC
@johnkerrnz
BY EDEN IN CHINA
Photo by pumpkincat210
2. MARCHES ON
209mm Asians are on Facebook
(compared to 226mm Euros) –
6.8 mm but this represents only 5.41%
5.7 mm
penetration.
0.5 mm
Penetration in Singapore is
3.7 mm
56%, through to India 3.7%
43.5 mm
13.7 mm 11.5 mm
India recently overtook
27.6 mm Indonesia as the second largest
12.2 mm FB market
Facebook investing in Japan,
43 mm Vietnam and China
China:
—Sina Weibo users rose 296%
to 249.9mm in 2011 (CNIIC),
— RenRen had 1234mm users,
as at 1 July 2011
—711mm QQ accounts, with
record 145mm concurrent
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4. 2011 APAC DIGITAL TRENDS: HOW DID WE DO?
1. ATTENTIONOMICS
2. SOCIAL BROADCASTING
3. DIGITAL CURATION
4. THE INTEGRATION ECONOMY
5. SHOPPING IS FUN AND MOBILE
6. VIVA LA SOCIAL WEBSITE
7. EVERYWHERE BECOMES SOCIALISED
8. WAR FOR TALENT FOUGHT ONLINE
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5. ONE TREND TO RULE THEM ALL…
“Wherever you live in the world, time will be viewed as a precious
commodity, and perhaps become the new gold standard of living
well.” Mitch Markson, CCO Edelman
7. DIGITAL 2012: UNITY, UBIQUITY, UTILITY
1. TOUCH (SEE) AND GO
2. PERVASIVE PERSONAL CLOUD
3. CONVERGENCE EMERGENCE
4. HONESTY OF IDENTITY
5. SOCIAL, CONNECTED SHOPPING
6. GLOBAL COLONISATION, LOCAL
MESSAGING
7. DIGITAL ACTIVISM
8. CONNECTED DEVICES
9. SOCIAL POLITICS
10. B2B LEADS SOCIAL BUSINESS
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8. TREND #1: TOUCH (SEE) AND GO
As touch becomes the primary gateway to media consumption –
people will spend more time, snacking from more content sources.
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10. BEST PRACTICE: DIGITAL BREAD-CRUMBING
RECOMMENDATIONS
• Captivate attention with visualizations
• Encourage discovery, sharing and games
• Syndicate based on online journey mapping
• Use online content to aid offline conversion
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11. TREND #2: PERVASIVE PERSONAL CLOUD
“Privacy may not be dead (yet), but you will find yourself
increasingly happy to hand over your personal information in
exchange for better service, more control, or both.” John McCrea
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12. BEST PRACTICE: CUSTOMISED, MOBILE, COMMERCE
RECOMMENDATIONS
• Multi-screen
interoperability
• Integrate social media
profiles into customer
databases
• Real-time marketing
and listening posts
• Build security deep into
engagement and
content
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13. TREND #3: CONVERGENCE EMERGENCE
Indonesians seek independent success, but are still driven by a
need to belong to community – and convene offline.
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15. BEST PRACTICE: TRANSMEDIA EXPERENTIAL
RECOMMENDATIONS
• Optimize LoSoPhoMo
for multi-channel
distribution
• Mobile as the entry-point
to engagement
• Combine offline and
online events
• Reward and recognise
status
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16. TREND #4: HONESTY OF IDENTITY
In North Asia, it has become a benefit to be found by friends
on social networks - now outweighing concerns over privacy.
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18. BEST PRACTICE: CROWDSOURCING
RECOMMENDATIONS
• Promote and reward the
use of Social IDs
• Enable people to share
content with friends
mobile applications
incentivize sharing
• Recognize individuals
for their contribution and
ideas publicly
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19. TREND #5: SOCIAL, CONNECTED SHOPPING
In Hong Kong, the tactile nature of shopping at a store is still
important – people trust a product more if they can feel it in their
hands, especially if the product is expensive..
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20. BEST PRACTICE: CHANNEL SOCIAL IMMERSION
RECOMMENDATIONS
• Connect to purchase
emotion and objections
• Promote online content
at offline conversion
channels
• Make online product
content tactile
• Mobile couponing and
location-based deals
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21. TREND #6: GLOBAL COLONISATION, LOCAL MESSAGING
In Japan and Korea, Facebook and Twitter are on a tear. However,
mobile messaging – both local and simple – is proving the concept
of niche mobile networks.
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22. BEST PRACTICE: NICHE COMMUNITIES
RECOMMENDATIONS
• Identify under-served
niches and meet them
• Frame up issues and
discussions; editorialize
• Make curation
collaborative and social
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23. TREND #7: DIGITAL ACTIVISM
Passionate people realize the power they wield when they direct
their focus and creativity towards brands online.
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25. BEST PRACTICE: MOVEMENT MARKETING
RECOMMENDATIONS
• Digital Crisis Planning
• Lead social engagement
with clear sense of utility
and offer
• Break down internal
silos for speed
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26. TREND #8: DEVICE FREEDOM
In countries such as Singapore, the share of digital traffic coming
from web-enabled devices already accounts for almost 6 percent of
total web traffic. ComScore
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27. BEST PRACTICE: MUST-SEE SOCIAL TV
RECOMMENDATIONS
• Reimagine social
content as television
programming
• Webisode bounce-back
• Real time content
engine
• Monetize content
irrespective of access
point
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28. TREND #9: SOCIAL POLITICS
For better or worse, the relationship between Malaysian politics
and social media has just begun. With a general election in the
near future, politicians will utilize the tool or be left behind, and
citizens will work to influence others through the channel.
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31. BEST PRACTICE: DIGITAL PUBLIC ADVOCACY
RECOMMENDATIONS
• Back To Basics
• Purpose Over
Personality
• Build digital embassies,
effectively and
purposefully
• Align with NGO (or think
tank) to amplify and
multiply
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