Posts tagged "Social"

APAC Digital Marketing Performance Dashboard 2014: The gap continues to widen between digital leaders and those falling behind

Hisamichi KinomotoHisamichi Kinomoto, VP of Marketing, Japan and Asia Pacific, Adobe Systems

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The third annual APAC Digital Marketing Performance Dashboard reveals a fragmented digital marketing landscape is emerging as some Asia Pacific countries surge ahead of others which are falling behind. Furthermore, while all countries understand the importance and value of digital to their overall marketing strategy, no country is taking full advantage of the opportunities it presents.

The research was conducted by the CMO Council in partnership with Adobe and includes the largest gathering of marketing insights from the region, representing more than 700 senior marketing executives across key countries. Overwhelmingly, 92% of respondents stated that digital will bring competitive advantage to their organisations. But within this optimism, we begin to see key differences between the leaders and the laggards. Countries such as Australia, India and Singapore are pulling away with strong executive support and digital champions, while Korea, China and Hong Kong struggle with support and skill shortages.

Here are some key findings from the research this year:

  • Marketing readiness across Asia Pacific is on the rise

– There is an increasing market readiness for digital in Asia Pacific

APAC_3_year_comparison

  • Senior executive support drives digital marketing adoption

– In Australia, Chief Marketing Executive ownership is at 54% in 2014, well above other countries such as India (42%), Hong Kong (40.6%) and Korea (39%).

– Having a strong digital champion within the leadership team remained steady across the region at 38% between 2012 and 2014; however, Australia is pulling away with 62% in 2014, followed by Hong Kong (46%), Singapore (41%) and India (39%).

– Organisational alignment across Asia Pacific increased with a ranking of 3.8 compared to 3.2 in 2013.

  • Channel partners and sales teams have emerged as strong advocates for digital marketing, calling for increase digital spend across Asia Pacific.

– Since 2012, the number of channel partners and sales teams who have called for increased investment in digital has more than doubled from 15% to 34% in 2014.

  • The importance of ROI is growing though some countries are skill skeptical.

– Across Asia Pacific concerns about ROI has risen slightly from 17% in 2012 to 21% in 2014.

– However, the Dashboard reveals that in Korea, 50% of senior leaders are not convinced of digital marketing ROI.

  • Small improvements in skill levels but leaders pull away.

– There are small improvements in skill levels across Asia Pacific with dedicated digital headcount increasing from 13% in 2012 and 2013, to 15% in 2013.

– Yet, gaps are continuing to grow between countries which have a dedicated digital headcount in 2014:

Australia – 26%
India and Singapore – 18%
Korea – 13%
China – 9%
Hong Kong – 7%.

  • The use of analytics and reporting technologies has remained steady, but leaders are pulling away.

– In Australia, 91% of marketers are using analytics and reporting tools, followed by Singapore (79%), India (77%), Hong Kong (73%), China (70%) and Korea (60%)

– However, marketers are not moving beyond basic measurement with only 13% of marketers across Asia Pacific said they are measuring throughout the life of campaigns, compared with 14% in 2012.

 

What does this mean for digital marketers in APAC?

The 2014 Dashboard has uncovered the varying degrees of digital marketing maturity across the region, and highlights the need for marketers to continue to demonstrate value and ROI. With customers having the ability to touch any part of an organisation, the role of marketing in transforming business is crucial and requires executive support and investment. Marketers in those countries which are lagging, like Korea, China and Hong Kong, need to leverage the data they receive to help educate senior managers of its value.

Big data is powerful and essential to creating personalised customer engagement and experiences. With so much data available, and more tools than ever before, marketers are in a strong position to drive business results, but no country is Asia Pacific is taking full advantage of the vast amounts of data they receive. Opportunities exist for marketers to lead by measuring and analyzing their full campaigns, not just implementing a piecemeal approach.

The good news for Asia Pacific is that it is slowly stepping up on the global digital stage, closing the gap between matured marketing regions like North America and Europe. However, regional marketers within Asia Pacific that are falling behind will face increase global pressure to keep pace. In order to bridge the gap, organisations need to accelerate their investment in employee’s professional development as well as the right technologies to leverage the benefits of digital. In addition, a bolder approach is needed to applying metrics and driving a more compelling case for increase investment. The time to start making the move to digital excellence is now. Will you take the leap or get left behind?

 

Stay tune to this channel as we continue to launch country-specific findings across the region this week.

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APAC Digital Marketing Performance Dashboard Infographic

2013 APAC Digital Marketing Performance Dashboard Blog

AFL Grand Final Fever Feeds Social Media Buzz

There was a lot of social buzz in Australia over the weekend as the Australian Rules Football League (AFL) Grand Final between Hawthorn Hawks and the Sydney Swans took place with the Hawks coming out on top with a convincing win.

The passion for Aussie Rules had spilled over into the ongoing inter-city rivalry between Melbourne and Sydney. In the lead up to the clash the internet was full of buzz. In the 30 days ahead of the Grand Final fans of both clubs from around the globe took to the internet to show their support, but the Hawks had already won the psychological social media battle, edging out the Swans in the number of mentions.

Fan reactions ranged from joy their team had made it to the biggest game of the year, to surprise they had done so. 14% of Hawthorn’s social media mentions expressed surprise the defending champions had made it to the Grand Final for the third year in a row, while just 7% of Swans mentions were surprised the 2012 champions were back again.

The Adobe Digital Index tracked thousands upon thousands of social mentions across multiple platforms from both teams as they made their way through the finals series, capturing the number of mentions of “AFL Grand Final” and the sentiment people were expressing. The analysis of more than 500,000 social mentions relating to the Grand Final also showed that the Australian football code is punching above its weight on a global scale, gaining almost as much social media traction outside its home country as the National Football League in the United States. Geo-tagging social media mentions revealed that 19% of the social media buzz is coming from outside Australia, compared to 21% of the social media buzz surrounding the American National Football League (NFL) which comes from outside the US. The AFL may not be a global sport in terms of participation, but like the NFL, this figure clearly shows it has a huge following beyond Australian shores.

Key Findings

  • The battle for the Grand Final social buzz champ is dead even; Hawthorn has a slight edge over Sydney over the last 30 days. The state of Victoria is producing 32% of the buzz from within Australia, with New South Wales a close 2nd.

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  • The state of Victoria is producing 32% of the buzz from within Australia, with New South Wales a close 2nd.

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  • Buddy Franklin leads the player buzz going into the final against his former team, but not all of the buzz is positive; Buddy has two-and-a-half-times more mentions than Hawthorn buzz leader, Luke Hodge.

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  • Social buzz is mixed with 54% relating to joy or admiration and 46% of social buzz relating to sadness or surprise.

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  • Some 81% of all mentions came from Australia, with 6% from the UK, 5% from the US and 3% from Germany, reflecting the global appeal that the AFL has managed to generate. The AFL has only slightly less international appeal than the NFL; AFL (19%) and NFL (21%) produce similar percent of buzz from outside their home country.

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Conversation, not Content, is King

Michelle Gautrin, Senior Social Media Strategist, Digital Marketing, APAC, Adobe Systems @mgautrin

Image courtesy of photoraidz at FreeDigitalPhotos.net

Last week I attended a Social Media Branding event in Singapore where brands like StarHub, SingTel, Domino’s Pizza, Lenovo, Marina Bay Sands and more, talked about the ways they’re using social media to elevate their brand and reach customers. One concept really stuck with me and was the underlining theme of everyone’s presentation: Conversation is King.

Social has given brands an opportunity to listen and connect with their customers on a deeper level. Rather than focusing on pushing out content, brands need to shift, and start listening to the conversations happening about them and join the discussion with value add input. We need to start humanizing our brands. No more should we focus on B2B or B2C but consider that all brands should engage on the basis of H2H (human to human).

The way I see it, there are 3 steps to a successful social media brand strategy. First, begin by and tapping into conversations happening about your brand; second, build on those conversations; and finally, convert those conversations into conversions.

Social must really be an ART: Authentic, Responsive, & Timely. Brands that master this art will start to see the true value social can bring to their business, and one such brand is Lenovo. Nazia Hayat from Lenovo talked about the importance of humanizing your brand and treating followers as equals. A lot of the time brands like to thump their fist on their chest, shouting and demanding “we are the leaders, follow us”. What they forget is that, the initial few followers are the true leaders and are key to nurturing and gathering more followers – Derek Sivers explains it beautifully in his Ted Talk, “New followers emulate followers not the leader”. That’s why it is so critical for brands to be part of conversation; not just about their brands but about topics that are related to their brands as well.

This brings me to my second point – the importance of community marketing. Conversations about your brand are taking place whether you like it or not, so why not facilitate it? It’s actually scary how many people are now more likely to make a purchase decision based on a complete stranger’s review! Daren Choo, AVP of Social CRM at Starhub shared that 75% of Singaporeans read people’s comments online before making a purchase decision. Instead of focusing on building followers, brands should focus on building a community; a community of avid fans, advocates and influencers that will help to protect and promote your brand.

Finally, once those conversations have been created, identified, and executed, turn them into conversions. Domino’s Think Oven campaign is a great example of how an innovative social campaign can engage consumers and drive sales. Rose Lam, Marketing Manager, APAC, of Domino’s Pizza explains how Think Oven acts as a virtual suggestion box, allowing the company to engage their audience, listen to their customers, interact with them, and drive sales all at the same time. Reaching out and involving your customers, offers a personal touch that will allow them to relate to your brand on a human level and proves to them that you care.

So remember to listen and join in on the conversation. Make sure you also humanize your brand by creating a brand voice that is authentic. And lastly, don’t be afraid to take risks – as I said before, conversations are happening about your brand whether you like it or not, so why not join in! You could even turn those complainers into advocates just by giving them a little extra loving.

World Cup set to be the most social sporting event ever

As kick off draws closer, the 2014 FIFA World Cup has generated more social buzz than any other sporting event, surpassing the Sochi Olympic Games and the 2014 Super Bowl.

The Adobe Digital Index team has been capturing data through Adobe Social, covering buzz from social channels including blogs, Facebook, Google+, Reddit, Twitter, Dailymotion, Flickr, Instagram, Tumblr, Foursquare and YouTube. More than 69 million social mentions have been included in the sample from 230 countries and territories talking about the World Cup. The results are truly astonishing.

To date, the World Cup has generated more than 19 million social mentions with 90% of the world contributing to these conversations! What’s even more amazing is that the greatest level of social buzz from around the world is coming from right here in the Asia Pacific region. We are producing 48% of the social buzz around the World Cup, of which 37% is coming from Japan. Europe, the Middle East and Africa coming up second with 32% while the Americas are third with 20%.

World cup

Some other interesting facts about the World Cup social Buzz:

  • 59% of the social buzz for World Cup relates to Admiration, Joy, or Anticipation for the event.
  • 42% of Brazilians are expressing Sadness, Anger, or Disgust related to the World Cup – this correlates to the current dissatisfaction of many in Brazilians at the moment.
  • Cristiano Ronaldo is the most mentioned player on a World Cup roster with 1.5+ million mentions in May. Neymar was 2nd with 1.2+million.

The magnitude of the World Cup combined with the power of globalisation and technology will no doubt make it one of the world’s most social sporting events ever. Many football fans (and even non-football fans) feel an emotional connection to their players and even more so to their country. On 12th June 2014, the world will be watching and social will be there to facilitate conversations from around the world, connecting people with the beautiful game.

Stay tuned to this channel as Adobe will continue to track social trends around the world over the course of the 2014 World Cup.

UEFA Champions League creates worldwide Social ‘Buzz’ and Indonesia is the Buzziest Nation

The UEFA Champions League final, Europe’s biggest football tournament took place in Lisbon over the weekend. The all-Spanish final between Real Madrid CF and rising stars Club Atlético de Madrid generated an enormous buzz on social media worldwide. After a thrilling match, heading into extra time, Real Madrid won their 10th European Cup with a 4-1 win over Atlético Madrid.

Adobe Digital Index (ADI) used Adobe Social to monitor 4.5 million mentions of the final match on Twitter, Tumblr, Facebook, Pinterest, VK, Reddit, Disqus, and blogs during May. Here are some of the fascinating revelations:

      • 120 of the 196 countries in the world contributed to the social buzz around the match.
      • Surprisingly, Indonesian social media users topped the list of countries talking about the Champions League in the social space, accounting for 22% of mentions.
      • Spain was second with 11%, the U.K. third with 9%, and then the U.S. and Venezuela with 5%.
      • Indonesian social media users also figure prominently in the discussions of the two teams involved–further evidence of the massive popularity of European football in a country where a feud has split the domestic game into rival leagues. More mentions of Atlético came from Indonesia than any other country (35%), followed by the U.K. (16%), Turkey (13%), and the U.S. (7%).
      • In contrast, the Spanish are using social media to talk about Real Madrid. Just over 1/3 of the mentions of Real come from Spain, but, once again, Indonesians are also enthusiastic, with 19% of mentions of Real coming from there.
      • 43% of buzz about the UEFA Champions League final reflects ‘joy’ or ‘admiration’ for the game, while 25% is related to ‘sadness.
      • Among the players on show in the final, Real striker Cristiano Ronaldo figures most prominently in social media, averaging 36,425 mentions a day, compared with Atlético’s Diego Costa’s 20,908 average mentions.
          Fun fact: Ronaldo has the most Twitter followers of any athlete in the world, at more than 26 million. In fact, footballers comprise eight of the top 10 most followed athletes.

Champions-league-post_twitter

Football is truly global, transcending geographical boundaries, races, and cultures. Given the vast reach of football, there is a tremendous opportunity presented by football fans’ activity on social and mobile.

The Champion’s League final and the upcoming World Cup offer marketers around the globe the chance to capitalise on what is shaping up to be a record level of mobile video and social media activity, as fans and foes pick up smartphones to catch up and comment on the teams online. By analyzing social media ‘buzz’ data, marketers can identify new opportunities and quantify the huge worldwide appeal of what some marketers might just consider a regional event. This is a great justification for expanding the use of social and mobile marketing in a business strategy.