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ZHSEZZZ86651EX_OgilvyLeadmag_F12/2/0810:36AMPage1AsiaPacificOfficesAustralia,Bangladesh,China,HongKong,India,Indonesia,Japan,Korea,Malaysia,Myanmar,Nepal,NewZealand,Pakistan,Philippines,Singapore,SriLanka,Taiwan,Thailand,VietnamContactsForgeneralinformation,pleasecontactLucyMcCabe,LeadConsultanton(+65)[e-mail],pleasecontactJaneFraser,CorporateCommunicationsDirectoron(+65)[e-mail]ogat’sleadingone-to-onerelationshipmarketingcompany,withaproventrackrecordforsomeofthebiggestandmostadmiredbrands.Ithasrespondedtoclients’changingneedsbydevelopingadeeperunderstandingofcustomerdataandconsumerbehaviourbydevelopinganintegratedConsultancyOfferingfeaturingCustomerManagement,DataAnalysis,andDigitalstrategies.CONSULTANCYSERVICESFROMINTELLECTUALCAPITALFROMOGILVYONEWORLDWIDECANBRANDSHAVEASOCIALLIFE?HOWBRANDSINASIACANBENEFITFROMINTERACTINGWITHCUSTOMERSTHROUGHSOCIALMEDIA.ZHSEZZZ86651EX_OgilvyLeadmag_F12/2/0810:36AMPage2Foreword2Introduction3WhatisSocialMedia?5TheSocialMediaevolution7Whyshouldbrandscare?9AsiaMarketAnalysis11SocialMediadynamics31SocialMediaplanning33Measurement36Tipsforsuccess37Casestudies40Howtogetstarted48References49Acknowledgements50ForewordTheriseofsocialmediaacrossAsiaisnotastoryabouttheimportanceofblogs.Itisnotabouthowpeoplecancollaborateonwikisorjoininsocialnetworks.Allofthesearejustpiecesofthestory.Thebiggertrendisthatsocialmediaisallowingconnectionsbetweenpeopleinawaythathasneverhappenedbefore.Frominternationalfriendshipstoregionalconversations,thewebismovingfromastaticcollectionofpagestoamoresocialcommunicationsplatformwherewordofmouthcounts.Whatdoesthismeanforbrands?Thattheworldweareallmarketingourproductsandservicesinischangingaroundus,becauseourcustomersareevolvingalongwiththetoolsavailabletothem.Thisisnotjusthappeninginonepartoftheworld,itisaglobalshift.Yetitisnothappeninginthesamewayineverycountry.Theproblemwithmuchofthesocialmediaadviceisthatitisbasedonlessonslearnedinonepartoftheworldwithoutamorelocalconnection.Asaglobalagency,wefacethiscrossculturalchallengeoften.Somuchso,thatithasledtothecollaborativepiecethatyounowholdinyourhands.ThisisastudyabouttheimpactofsocialmediaacrossAsiaandhowitishelpingtobringbrandstolife.Itwaspreparedbybringingtogetherdigitalexpertsfrommorethan10countriesacrosstheOgilvynetwork.Topratedbloggers,digitalstrategists,publicrelationsprosandmediaplannersallsharedtheirexpertisetodevelopacomprehensivelookatAsiafrommarkettomarket.Theresultisasurprisinglyfreshlookatsocialmediafromtheperspectiveof12differentcountriesacrosstheAsiaregion.Inthisguide,youwillseeactionableinsights,usefulstatistics,andrelevantcountry-basedinformation.WhenIfirstreadit,Ifoundituniquelyuseful.Sincethen,IhavekeptitbesidemeasIstartedtoplanglobalsocialmediastrategyasaninvaluableculturalresourcetounderstandthestateofsocialmediainkeymarkets.Ifyouaretryingtounlockthepotentialofsocialmedia,Isuspectyouwillfindthisreportsimilarlyilluminating.RohitBhargavaSVP,DigitalStrategy&FoundingMemberofOgilvy's360DigitalInfluenceGroupAuthor,PersonalityNotIncluded(aguideforbrandsonusingyourpersonalityformarketing)ContentZHSEZZZ86651EX_OgilvyLeadmag_F12/2/0810:36AMPage3IntroductionAllbrandscanhaveasociallife.Bigbrands,smallhomegrownbrands,businessbrands,consumerbrandsandindividualswhowanttocreatetheirown‘personal’brand.Socialmediaisdemocraticbynatureandthebarrierstoentryarerelativelylow.ThisstudyprovidesdirectiontobrandmarketersanddigitalconsultantsonhowtodesignasocialmediastrategyinAsiaaspartofabrand’soveralldigitalstrategy.Itstartsbydefiningsocialmedia,aswellasgivinginsightsintoitssimilaritiesanddifferencesacrosskeyAsianmarkets-China,HongKong,India,Indonesia,Japan,Korea,Malaysia,Philippines,Singapore,Taiwan,ThailandandVietnam.Itthenprovidespractical,handsonadviceonwhatstepsbrandsshouldtaketoplantheirsocialmediastrategiesalongwithframeworksandtipsforsuccess.Associalmediaischanging,thisisadynamicstudywhichinvitesyoutoshareyourquestions,observationsandexperiences.Byexchangingideas,itwillgetmoremarketerstobetterunderstandsocialmediainAsia,andinturndelivermoreeffectivesolutionsthatnotonlyenhanceconsumer’slivesbutdeliverdeepervaluetobrands.Thisstudydoesnothavealltheanswers,buthopefullygoessomewaytowardsaddressingthekeyquestionsoratleaststimulatingthedebate.Pleasejointheconversationat:36AMPage4Figure1:AsiaSocialMediaLandscape1.SocialNetworkingPlatformsSitesthatconnectfriendsandtheirpeernetworkstogetherspurredbyusergeneratedcontentofallforms.Thesenetworksaregrowingbythedaytobecomehabitualplatformsforpeopletostayintouch.Oftenthoughtofas‘interactiveaddressbooks’,bigplayersinAsiaincludeCyworld,Hi-5,Mixi,Friendster,Orkut,Facebook,BeboandMySpace.2.SocialBookmarkingPlatformsThisisanemergingareaintheregionridingonthebackofthepowerofaggregation.Th