Presentation of key trends across APAC markets and generations as well as actionable strategic implications of these trends on brands’ social media strategies. Video of real people talking about their experiences and what they really think about social connectivity and conducting commerce through social media

1. Revolutionizing Asia
3 Key Trends in Social Media
Bonnae Ogunlade, Regional Associate Director, Carat
Michael Fegan, Country Manager Japan, SSI
Robert Fry, Managing Director, Voxpopme

2. START YOUR PRESENTATION HERE!

4. 3 Key Trends in Social Media:
#Living for
Likes
#Power of Social
Payments
#Oversharing Likes,
Loves and Life

5. INDONESIA
THAILAND
CHINA
JAPAN
7 markets
3,500
respondents
PHILIPPINES
SINGAPORE
AUSTRALIA
Generation Z
1996 to 2001
Generation Y
1981 to 1995
Generation X
1966 to 1980

6. Social Landscape + Social Application + Social Understanding
Carat’s APAC media
agency insights
Voxpopme’s Video
Response Technology
SSI Global
Consumer Panel

7. Methodology
A three step approach was used,
combining digital capture of text, audio and
video responses…
The Approach
Analyse Share
The Challenge
To engage the 3500 respondents across APAC
to tell their stories about and experiences with
social media
Capture

8. Video in Numbers
Participation rates ranging
from 3.4% to 10% +
5.8 hours of video collected
across all territories in 60
second format.
Average word count of 39+
calculated with instant
transcription

9. Social Media Landscape in APAC
31%31% 82%82% 56%56%
Internet Penetration
50%50% 43%43% 93%93% 91%91%
Frequency of Social Media Usage (% Online Users)

10. #Living for Likes

11. 0%
20%
40%
60%
80%
100%
Indonesia Singapore Thailand China Philippines Australia Japan
Gen Z Gen Y Gen X
How far people go in developing presence in social media
% of Social Media users who Alter Photos
before Posting in Social Media

12. The need to curate and present appealing images
Transcription
Transcription QA
Theme Explorer
Sentiment
Analysis
Search &
Filter
Social Life
Societal role
Rich + Varied
Personal
information
Dif. Faces
Relationships
Personas
Control
https://s3-eu-west-1.amazonaws.com/vpm-importer/media/general_client/ssiasia/li

13. Living for Likes
#Many consumers spend a significant
amount of time curating their social
selves.
#Placing value on having their online
personas validated by others.

14. Living for Likes
#Ensure that branded content affords the same
care, detail and diligence – customized and curated
to the right target in the right place
# Landing a strong social strategy amongst key
influencers who are more likely to actively engage
with content can positively impact many
consumers
“Provide quality and relevant content in creating
successful conversation”
---H Paul Grice

15. #Power of Social Payments

16. 42%
#42% of users turn to social media to
inform their purchase decision
How social media is shaping the e-commerce industry?

17. 56%
#42% of users turn to social media to
inform their purchase decision
How social media is shaping the e-commerce industry?
#56% of users reach a purchase
decision with the help of the friends
TRUSTED!

18. #Fashion clothing leads the
social commerce race
30% 33%
40%
28% 30%
21%
10%
Indonesia Singapore Thailand China Philippines Australia Japan
Skincare
Social commerce gaining momentum in Asia
% of Social Media users who Purchased
in Social Media

19. Social payment bridges the gap between social media and e-
commerce
Transcription
Transcription
Theme Explorer
Sentiment
Analysis
Search &
Filter
Connected
QA
Online
Comfortable
Authentic
Social
Convenience
Security
Experiential
https://s3-eu-west-
1.amazonaws.com/vpm-
importer/media/general_client/ssi/p
ower_of_social_payment/20160503
152459-
YG8PjynfDNeHWflzuo2DedMxLDRIbi
go-SSIAsiaPSP.html

20. Power of Social Payments
#Work with key influencers that will
help convert followers into buyers
#Tap into social media brand listening
strategies
# Explore key consumer motivations
and tailor your offers accordingly

21. Power of Social Payments
#Be selective and ideally exclusive
with your payment partners
#Factor in the growth of mobile by
making social offerings device agnostic

22. #Oversharing Likes, Loves and Life

23. Concerns around social media privacy
50% 45% 39%
50%
35%
47%
23%
Indonesia Singapore Thailand China Philippines Australia Japan
I have started to make conscious
effort NOT to share everything on
social media
#protect their relationships
#safeguard their reputation

24. What keeps them sharing in social media?
Transcription
Transcription
Theme Explorer
Sentiment
Analysis
Search &
Filter
Connected
QA
Family
Friends
Helpful
information
Other People
Inspiration
Aspiration
Learning
https://s3-eu-west-
1.amazonaws.com/vpm-
importer/media/general_client/ssias
ia/social_media_privacy/201605031
52343-
INzlN2YywpbnMy7UmWWcmvl7hLY
GhDEg-SSIAsiaSMP.html

25. Oversharing Likes, Loves
and Life
#Overall the majority of consumers are
choosing to stay connected, accepting
the trade off with a lack of privacy.
#For marketers to cut through they
need to use the data available to them
to target consumers better through
personalised promotions and even
payment methods

26. Oversharing Likes, Loves
and Life
#Reinforce the value of getting
customer data
“The individual’s desire for privacy is
never absolute, since participation in
society is equally powerful desire..”
–Even Alan Westin

27. Final Thoughts
#Consumer’s open recognition and
appreciation of the VALUE EXCHANGE
ultimately builds CONSUMER
EMPOWERMENT- driving growth of both
social and commerce
#The immense value of social connectivity
and evolution of social media provides new
opportunities that both insight professionals
and marketers need to tap into

28. Thank You!