Edelman Trust Barometer 2011 is the firm

1. 2011 Edelman Trust Barometer
February 28, 2011
Indonesia findings

2. Edelman Trust Barometer at a glance
Eleventh annual study (3rd In Indonesia)
5,075 people in 23 countries
(of which 1575 in APAC and 200 in Indonesia)
Ages 25 to 64, College Educated
In top 25% of household income per age group
in each country
Report significant media consumption and engagement
in business news and public policy
APAC Selected Countries: India, China, Japan, South Korea,
Indonesia, Singapore, Australia
Survey dates: Oct 11 – Nov 28, 2010, Margin of error 6.9%
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3. The Edelman Trust Barometer in retrospect
Transparency key driver of trust in a multi-channel and multi-
2010
stakeholder environment
2009 Business must partner with government to regain trust
2008 Young influencers have more trust in business
2007 Business more trusted than government and media
2006 “A person like me” emerges as credible spokesperson
2005 Trust shifts from “authorities” to peers
2004 U.S. companies in Europe suffer trust discount
2003 Earned media more credible than advertising
2002 Fall of the celebrity CEO
2001 Rising Influence of NGOs
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4. 2010 Year in review

5. Indonesia informed publics have significantly higher levels of trust in
business and media than their global and APAC peers
Trust in Institutions
Q: Please tell me how much you trust that institution to do what is right; (Top 4 Box) Informed Publics ages 25-64 in 23
countries, Asia Pacific and Indonesia
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6. Indonesia is the only APAC country where trust in business increased this year
Trust in Business (2010 – 2011)
2010 2011
+16 Trusters Neutral Distrusters
+2 -8
Q: Please tell me how much you trust that institution to do what is right; (Top 4 Box, Trust) Informed Publics ages 25-64 (Global
excludes Singapore, UAE and Argentina)
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7. Media also enjoys a significant increase in trust this year in Indonesia
Trust in Media (2010 – 2011)
Trusters
2010 2011
+11
+17
Neutral Distrusters
+7
+4
+12
- 11
Q: Please tell me how much you trust that institution to do what is right; (Top 4 Box, Trust) Informed Publics ages 25-64 (Global
excludes Singapore, UAE and Argentina)
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8. Indonesia more trusting of business than NGOs, in contrast to most other
APAC countries where trust is equal or NGOs are more trusted
Trust in Business and NGOs
Q: Please tell me how much you trust that institution to do what is right; (Top 4 Box, Trust) Informed Publics ages 25-64 in 23
countries
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9. Technology, telco, automotive, retail most trusted industries;
insurance and retail top gainers
Asia
Trust in Industries - Indonesia 2010 Pacific
87%
Technology 97% #1
77%
Automotive 94% #3
78% #2
Telecommunications 94%
71%
Retail 94% 75%
72%
Pharmaceuticals 93%
Media 92% 64%
75% #4
Banks 92%
Financial services 91% 66%
Entertainment 90% 67%
Energy 90% 68%
Food and beverage 89% 66%
Consumer packaged goods 88% 59%
Insurance 85% 59% 65%
OTC personal health care products 74%
61%
Brewing and spirits 41%
54%
Significant at 95%
confidence level
compared to global
Q: Please tell me how much you trust businesses in each of the following industries to do what is right ; (Top 4 Box)
Informed publics ages 25-64 in APAC and Indonesia
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10. In stark contrast to global informed publics, nine out of 10 in Indonesia trust
banks
Trust in Banks
+8 +7
- 11
+18
Q: Please tell me how much you trust businesses in each of the following industries to do what is right ; (Top 4 Box)
Informed publics ages 25-64 in APAC and Indonesia
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11. Business and Society
Toward shared value

12. Employee treatment, transparency and trust most important reputation
attributes in Indonesia; highly-regarded leadership least important
Asia
Factors Defining Reputation - Indonesia Pacific
62% #3
62% #3
58%
63% #2
72% #1
54%
53%
50%
45%
38%
Significant at 95%
confidence level
Q: How important are each of the following factors to the overall reputation of the company? ; (Top 2 Box, Very/ Extremely compared to global
Important) Informed Publics ages 25-64 in APAC and Indonesia
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13. Just over half in Indonesia agree that by making a profit, business meets its
social responsibility
Milton Friedman: “The social responsibility of business is to increase its profits”
% who agree
Q: Please tell me if you strongly agree, somewhat agree, neither agree nor disagree, somewhat disagree or strongly
disagree with the following quote from Milton Friedman: “The social responsibility of business is to increase its profits”?
(Net: Strongly agree + somewhat agree) Informed Publics ages 25-64 in 23 countries
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14. But nearly nine out of 10 also believe business must align with society’s
interests in creating shareholder value
Q: Which of the following two positions comes closest to your view? A corporation should focus only on creating shareholder
value, even if the way in which they create shareholder value conflicts with societal interests OR corporations need to create
shareholder value in a way that aligns with society’s interests, even if that means sacrificing shareholder value. Informed
Publics ages 25-64 in 23 countries
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15. And seven out of 10 believe government needs to step in to ensure
corporations behave in a responsible way
Q: Which of the following statements is closest to your view? I trust corporations to act on their own to behave in a
responsible manner OR I think government needs to regulate corporations’ activities to ensure that they are
behaving in a responsible manner. Informed Publics ages 25-64 in 23 countries
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16. Roadmap to Trust
A new way forward

17. Credibility of various people as a source of information about a company
remains unchanged
Credible Spokespeople – Indonesia
N/A
Q: In general, when forming an opinion of a company, if you heard information about
a company from that person, how credible would the information be—extremely credible, very credible, somewhat credible,
or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in Indonesia
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18. CEO credibility increases in many global markets, but not in Indonesia
Credible Spokespeople – CEO
APAC
+20
+7 +14 +13
+10
+11
Q: In general, when forming an opinion of a company, if you heard information about
a company from that person, how credible would the information be—extremely credible, very credible, somewhat credible,
or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64
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19. In crisis situations, people want to hear from multiple voices, but the
company must be out in front
Indonesia
Trusted spokesperson Preferred spokesperson Preferred spokesperson when the
during a company crisis during a product recall local community has been damaged
Q: When a company experiences a crisis, please tell me which one of the following people you trust the most to deliver honest information about that
crisis. Informed Publics ages 25-64 in Indonesia .
Q: When a company issues a product recall, which one person do you want to hear information from about that recall? Informed Publics ages 25-64 in
Indonesia.
Q: When a company’s actions have damaged the local community where it operates, which one person do you want to hear information from about that
damage? Informed Publics ages 25-64 in Indonesia.
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20. Corporate communications most trusted source of company information in
Indonesia along with traditional media sources and search engines
Trusted Information Sources – Trust a Great Deal
Asia
Pacific
Television or television news 33% 41%
Traditional
Magazines or business magazines 33% 40%
Newspapers 30% 28%
Radio or radio news 21% 23%
sources
Multiple
Online search engines
Online
34% 25%
News/RSS feeds 11% 18%
Content-sharing sites, such as YouTube 12% 10%
Social Media
Social networking sites 8% 10%
Blogs 6% 8%
Microblogging sites, such as Twitter 6% 7%
Corporate
Corporate communications such as press releases 35% 24%
Corporate/product advertising 11% 11%
Q: I’m going to read you a list of places where you might get information about a company. For each, please tell me if you trust
it – a great deal, somewhat, not too much, or not at all as a source of information about a company? (Trust A Great Deal)
Informed Publics ages 25-64 in APAC and Indonesia.

21. Informed publics in Indonesia go to online search engine first for news and
information about a company
Where Informed Publics go for company news and information – Indonesia
First Source Second Source Are these the same types of sources
you consult first for information
about a business crisis?
Q: There are a number of sources one could use to find general news or information about a company. When looking for
general news or information about a company, which one type of information source would you generally consult first and
second? Informed Publics ages 25-64 in Indonesia
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22. Informed publics need information from multiple sources, multiple voices
And need to hear it 3-5 times to believe it
Indonesia
3-5 times
65%
Q: How many times in general do you need to be exposed to something about a specific company to believe that the
information is likely to be true? Please give me a number. Informed publics ages 25-64 in Indonesia.
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23. The Benefits of Trust

24. Through personal action, trust has tangible benefits
Actions Taken Over Past 12 Months – Indonesia
2009
Distrusted Companies
_+ Trusted Companies 2009
87% 89%
Refused to buy products/services Chose to buy products/services
72% 82%
Criticized them to a friend/colleague Recommended them to a friend/colleague
Paid more for products/services
44%
34%
Shared negative opinions online Shared positive opinions online
17% 16%
Sold shares Bought shares
Q: Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Please
answer yes or no to each action. (Percent “Yes”) Informed Publics ages 25-64 in Indonesia.
Q: Still thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do not trust?
Please answer yes or no to each action. (Percent “Yes”) Informed Publics ages 25-64 in Indonesia.
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25. Trust protects reputation
Indonesia
When a company is distrusted When a company is trusted
50% will believe
negative information
after hearing it 1-2 times
44%
will believe
will believe positive 24% positive information
information after after hearing it 1-2 times
19% hearing it 1-2 times
will believe negative information after
hearing it 1-2 times
Q: Think about a company that you do not trust. How many times would you need to be exposed to positive or negative information
about that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in Indonesia.
Q: Think about a company that you trust. How many times would you need to be exposed to positive and negative information about
that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in Indonesia.
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26. Conclusions
Business must align profit and purpose for social
benefit
Current media landscape plus increased
skepticism requires multiple voices and channels
Demand for authority and accountability set new
expectations for corporate leadership
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27. The Transformation of Trust
Old Trust Framework New Trust Architecture
Control Information
Protect the Brand
Stand Alone
WHAT
Focus Solely on Profit Profit With Purpose
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28. A Ten Year Overview of Trust
The 2011 Edelman Trust Barometer is the firm’s 11th trust and credibility survey
The survey was produced by research firm StrategyOne. The survey consisted
of 30-minute telephone interviews.
For more information on the Edelman Trust Barometer and
to view past results, please visit www.edelman.com/trust

29. For further information please contact ;
Chadd McLisky, Chairman
IndoPacific Edelman
Recapital Building, 3rd Fl.
Jl. Adityawarman Kav. 55
Jakarta 12160
Phone : +62 21 721 59000
Fax: +62 21 727 8919
Email: chadd.mclisky@indopacedelman.com