Business consulting lufthansa - final presentation

- 1 -11.11.2010
Lufthansa: A Social Media Strategy
in South-East Asia
11.11.2010
Alexander Neff
David Bartling
Christian Küpper
Jason Liew
Constantin Reutersberg
Sebastian Schmidt

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Project Overview
GLOBE Landscape Platform Target Group Best Practice Conclusion
Project Supervisor  Singapore Management University
 MGMT232 – Business Consulting
 Prof. Dr. Dr. h.c. Klaus Spremann
 Roman Frick
Project Client  Lufthansa Airlines (South-East Asia)
 Nicole Mies
General Manager Marketing & Customer
Loyalty Asia Pacific
 Jochen Österreicher
Manager HR Development Asia Pacific
Project Timeline  6 September – 11 November 2010
 Preliminary Results: 30 September 2010
 Final Results: 11 November 2010

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Project Team  David Bartling
 Exchange Student, University of Maastricht
 d-.bartling@student.maastrichtuniversity.nl
 Christian Küpper
 Exchange Student, University of St. Gallen
 christian.kuepper@student.unisg.ch
 Jason Liew
 Student, Singapore Management University
 jasonl.2006@business.smu.edu.sg
 Alexander Neff
 Exchange Student, University of Mannheim
 aneff.mail@uni-mannheim.de
 Constantin Reutersberg
 constantin.reutersberg@student.unisg.ch
 Sebastian Schmidt
 sebastian.schmidt@student.unisg.ch
Team members

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Executive Summary
The project client Lufthansa Airlines has implemented a
global social media strategy. In order to access the
possibilities of targeting local customers more efficiently,
this project investigated for the regional subsidiary,
Lufthansa Airlines South East Asia, if a different social
media strategy should be implemented with a more
regional focus.
According to the findings, a different cultural and online
user behavior setting leads to the suggestion that a
regional social media strategy should be adopted. These
results are based on a detailed landscape analysis as
well as on a cultural study (GLOBE study). Findings
suggest a significant difference in the social media
behavior of South-East Asians; this especially holds when
is comes to sharing of personal insights, openness
towards online advertisement, and a stronger focus on
entertainment.
A carefully defined target group and platform selection
process allow to introduce an overall strategic concept
to the regional subsidiary, Lufthansa Airlines (SEA). The
most suitable target group, which should be addressed
by Lufthansa, can be found in the age group of 20 to 35
years or may be categorized as students and young
professionals.
Regarding the platform selection, the most suitable
approach is a complementary platform strategy using
Facebook as mash-up platform integrating Twitter and
YouTube. The final best practices analysis gives more
insight about how other Western companies have
diversified their global social media strategies in South-
East Asia and offers valuable insights for Lufthansa for
their corporate final Social Media strategy.

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Key Findings
A regional mash-up strategy
GLOBE / Social Media Landscape
 Regional Strategy is to be preferred over
Global Strategy
 Different Social Media Behavior
 Tendency to share personal insights
 Entertainment focused
Platform selection
 Take advantage of strengths of different
platforms
 Complementary platform strategy
Target Group
 Age: 20 to 35, young and professionals
Best Practice
 Language differences
 Rest of hospitality industry slow at
targeting Asia

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How should Lufthansa implement a Social Media concept for
South-East Asia that is relevant for the local consumers?
Social Media for Lufthansa in SEA

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Lufthansa
Social Media
Objective
Best
Practice
Learning
GLOBE /
SM Landscape
Global versus Regional versus Local Social Media Strategy
Differences to DE
Differences in
SEA
Benchmarking
Target
Group
Who
Grouping
Relevancy
Platforms
Reach
Interaction
Potential Positioning
Cultural Factors
Research Tree

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Target
Group
Platforms
Best
Practice
GLOBE /
SM Landscape
 Are cultural difference embedded in social media behavior?
 Can different online user behavior be categorized?
 What are the relevant people we want to talk to?
 How can they be identified and grouped effectively?
 How do we reach them?
 Which channels are most useful to stay in touch with them?
 Are there any best practices which can be used?
Subquestions Project Tree

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Agenda
(1) Extended GLOBE Framework
(2) Social Media Landscape Analysis
(3) Platform Selection
(4) Target Group Selection
(5) Best Practice Analysis
(6) Conclusion

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Extended GLOBE Framework

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Analysis
 Recap
 New definition of relevant
dimensions
 Identify cultural differences in
social media behavior
 Derive Implications/Trends for a
Social Media Strategy
Strategic approach
 GLOBE
 Extension by Focus Group
Extended GLOBE Framework
Culture makes a difference

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 Compare South-East Asia & Germany according to Cultural Dimensions
 Differences in Social Media Behavior
 Global Approach is not sufficient
Future Orientation
Assertiveness
In-Group Collectivism
Institutional
Collectivism
Human Orientation
Uncertainty avoidance
Germany Southeast Asia (in. SG)
Major Cultural Differences
(South-East Asia vs. Germany):
 Human Orientation
 In-Group Collectivism
 Institutional Collectivism
There are cultural differences

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Step 1
What do those three dimensions mean in
relation to social media?
Human Orientation:
The degree to which individuals value and
encourage openness within social media as well as
a personal interaction between users.
In-Group Collectivism:
The degree to which users express experiences,
personal thoughts and details and are willing to
share them in a online community.
Institutional Collectivism:
The degree to which active sharing and collective
distribution of resources is rewarded and
appreciated by users.
Step 2
 Introducing a focus group that
asks about those three
dimensions
 Identify cultural differences in
 AIM: Derive Implications for a
Finding the link to social media

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“To what extent do you agree with the following statements?”
(7 – Strongly Agree; 1 – Strongly disagree)
Questions:
1) I am part of a brand community to get more information about a brand.
2) I have shared or at least considered sharing my personal travel
experiences with a broader community (not just friends).
3) I consider reacting on and discussing company related information that
was posted by the company itself or by other users.
Being a member of the collective

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Strongly Disagree
Strongly Agree
1
2
3
4
5
6
7
I am part of a brand community to get
more information about a brand.
I have shared or at least considered
sharing my personal travel experiences
with a broader community (not just
friends).
I consider reacting on and discussing
company related information that was
posted by the company itself or by other
users.
Germany
South-East-Asia
In-Group Collectivism makes a difference

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...more in-group collectivist?
Finding Implication Lufthansa
1. Entertainment-focused
 Stronger focus on entertainment
 No need to give extensive information
2. Share personal insights with
broader community
 Provide opportunities for sharing such insights
E.g. travel forum, insider tips etc
3. Discuss & comment on
company provided information
 Provide platform that allows such exchange
In contrast, Germans…
 More content-focused
 Need to derive valuable information, not solely entertainment
 Weaker tendency to share personal insights, stories with a broader (unknown) community
Further details: Appendix A
Asians are more Entertainment focused

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 Significant difference in social media behavior
 Cultural differences exist
Global approach is not suited
 Trends/Implications for Social Media Strategy Lufthansa in
South-EastAsia
Conclusion extended GLOBE framework
Global Approach not sufficient

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Social Media Landscape Analysis

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Digital Landscape Analysis
Internet Market
 Internet Penetration
 Internet Population
 Growth
Online Behavior
 Digital Lifestyle
 Time Spent Online
 Activities on the Internet
 Brand Interaction
 Average Number of Friends
Digital Landscape Analysis

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 23 percent of today’s internet users in Emerging Asia started to use the
internet since 2008
 Singapore’s internet market is mature while Malaysia moves towards
developed internet market like Germany and Singapore
 Major growth potential lies in Philippines, Vietnam, Thailand and
Indonesia
 Total Population: 529.06 million
 Total Internet Population: 122.20 million Appendix B1
Internet
Penetration
(in %)
Germany Singapore Malaysia Philippines Vietnam Thailand Indonesia
79.1 77.8 64.6 29.7 27.1 26.3 12.3
SEA offers strong growth potential
Source :TNS DiGITAL LIFE

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Aspirer
Users have different digital lifestyles
Brand Interaction
High
Low
Functional
Networker
Influencer
Communicator
Knowledge
Seeker
Communicator
 Expressing himself and
sharing personnel
information via Social
Media
 Early follower
 Touchpoints
• User Review on
bloggs,
• Social Network
comments

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Aspirer
Brand Interaction
High
Low
Functional
Networker
Influencer
Communicator
Knowledge
Seeker
Influencer
 Internet as integral part
of his life – It allows him
to stand out and be
different
 Innovator
 Engaged in almost all
digital activities
 Express himself online
not only to friends but to
everyone

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Aspirer
Brand Interaction
High
Low
Functional
Networker
Influencer
Communicator
Knowledge
Seeker
Knowledge Seeker
 Main use of the internet
gaining knowledge,
educational purpose
 SN to stay in contact
with like minded people
 Touchpoints:
• Brand websites
• bloggs
• SN comments
• review sites
 only consuming
content

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Aspirer
Brand Interaction
High
Low
Functional
Networker
Influencer
Communicator
Knowledge
Seeker
Networker
 Main use of the internet:
establish and maintain
relationships
 does not voice opinion
online
 Touchpoints
• brand sites
• online shops
Classical Web-Media

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Aspirer
Brand Interaction
High
Low
Functional
Networker
Influencer
Communicator
Knowledge
Seeker
Functional
 Utility of internet use
 Internet usage is less
about establishing
relationships with other
people
 concerned about data
protection
 Touchpoints:
• Price Comparison
Websites
• Brand Websites

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Aspirer
Brand Interaction
High
Low
Functional
Networker
Influencer
Communicator
Knowledge
Seeker
Aspirer
 Relatively new to the
internet
 Internet is less important
for his life at the moment
 Seeking to increase his
activities on the Internet
 Rely on offline
touchpoints:
• offline Media
• Retail Shops
• offline WoM

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In
High Potentials:Influencer & Communicator
Brand Interaction
HighLow
Co
Activeness on Social
Media
High
Low
Positioning-Matrix
Fu
KS
NWAS
In = Influencer
Co = Communicator
KS = Knowledge Seeker
As = Aspirer
NW = Networker
Fu = Functional

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Influencers & Communicators prevalent in SEA
0
10
20
30
40
50
60
70
80
90
100
SG ID MY PH TH VN DE
Digital lifestyles in South-East Asia
Influencers Communicators Aspirers Knowledge Seekers Networkers Functionals

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Indonesians & Philipinnes are less online
 No significant difference
between Germany and
Singapore, Malaysia,
Thailand, Vietnam
 Indonesian and Philippines
spend considerably less
time online than users from
the other countries
 Singapore, Malaysia,
Thailand, Vietnam spend
twice as much time online
per week than Indonesia and
Philippines
0
5
10
15
20
25
Singapore Malaysia Thailand Vietnam Philippines Indonesia Germany
hours
Time spent online (per week)

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 Emailing remains the most
important activity to internet
users
 Social Networking
,Gaming and Multimedia
are following in Germany as
well as South East Asia
 Social Networking,
Gaming and Multimedia
activities are of much
higher importance in South
East Asia than in Germany
Appendix B
Web 2.0 is of major importance in SEA
0
10
20
30
40
50
60
70
80
SG ID MY TH VN PH DE
PercentageofInternetUser
Most important online activity
SNS Email Gaming Multimedia Personal Interest

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1. Openness towards Brand Interaction Appendix B
 In Emerging Asia (SEA excl. Singapore) Social Networks are a main
source of information on brands
 Openness towards brand friending on SN is considerably higher in South
East Asia compared to western or global internet user (SEA:48%, Global
40%)
2. Average number of friends Appendix B
 Average number of friends on SN is considerably higher in South East
Asia compared to Germany ( SEA: 175 ; DE: 75)
 High value of a follower with a large friend base for a company’s social
media activities
 increases the reach of a company’s social media activities
Higher Brand Interaction in SEA

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SEAs have a high potential for brands
Key Findings: South East Asia
Singapore, Malaysia, Thailand, Vietnam
 Predominant lifestyle: Influencer and Communicator
 High engagement in Social Media activities
 open for brand interaction, actively looking for brands on Web 2.0
Indonesia, Philippines
 Predominant lifestyles: Aspirers
 Rely more on offline media as touchpoint and are less open towards brand
interaction
 Are eager to become more active and use the internet more frequently

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Germans are more rational on the Internet
Key Findings: Germany
 Predominant lifestyle: Functionals, Networkers, Knowledge Seekers
 Reflects a more conservative or rational attitude towards the internet
 Concerned about data protection and therefore less interactive (sharing,
expressing personnel information
 Touchpoints: Offline as well as classical Online Media (brand page, online
shops)

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Need for a regional Social Media strategy
Regional Strategy is to be preferred over Global Strategy
 South East Asian internet user search actively in Social Media for brands and
products
 Social Media as touchpoints
 High potential for brand interaction & brand friending
 Tendency to share personal insights
 Two way communication is of major importance
 Provide platform that allows active exchange between company and user
 Focus on individual needs
 Entertainment focus - focus on visual representation of information
 Different development patterns in Indonesia and Philippines ( Aspirers )
Extended Globe Social Media Landscape

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Interim conclusion I
Most importantly, a regional strategy is to
be preferred over a global strategy. This
has been shown by the analysis of cultural
dimensions and the online landscape
analysis.
If one compares Germans and South-East
Asians (SEAs), both groups show
differences in their social media behavior.
The major differences may be summarized
as the stronger tendency of SEAs to share
personal insights and their focus on visual
representation, instead of a stronger
information-based approach of Germans.
SEAs seem also to be highly engaged in
two way communication; thus, Lufthansa
should provide a platform that allows an
active exchange between company and
users.
Within SEA, the landscape analysis
revealed differences within the user
behavior and development patterns
between Indonesia and Philippines and on
the other side Singapore, Malaysia,
Thailand, and Vietnam as the users within
those countries are less developed and
are still in an earlier stage of user
behavior.

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Platform Selection

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Analysis & Selection
 Social media landscape & focus
 Scoring model & selection criteria
Strategic approach
 Complementary strategy
 AIDA framing
Platform Selection
Platform Selection

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Social
Networks
Micro-
media
Video
Social Media Landscape
Reach
Criteria
Scope: South-East Asia
Focus on predominant platforms

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1) People
 Reach
 Growth
2) Technology
 Mobile accessibility
 Integration
3) Community
 Interaction
 Time online
 # of applications
 Content focus
Scoring ModelCriteria
Facebook as the mash-up platform
Platforms have different strengths:
 Facebook: Reach
Interaction
Applications
 Twitter: Information
Mobile accessibility
 Youtube: Media sharing
Growth/Reach

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Use the different strengths of the
channels
•Social Networks: Facebook
•CRM
•(Micro-)blogs: Twitter
•Information
•Media Sharing: YouTube
•Entertainment
Complementary Strategy
Youtube
Twitter
Position Facebook as mash-up platform integrating Twitter and YouTube
CRM
Information
Entertainment
Use the different strengths of the channels

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Interact
Brand Recall
Top of
Mind
Brand
Recognition
ttentionA
nterestI
esireD
ctionA
Create...
Engagement
with costumer
Get in touch
Involve
Key Aspects
Brand
Community
Relationship
Incentive
Information
Entertainment
Information
InteractInteractCRM
Each platform have their specific task

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Reach  Facebook, Twitter, YouTube & Friendster
Take advantage of strengths of different platforms
 Complementary platform strategy
YouTube: Entertainment
Twitter: Information
Facebook: CRM
Conclusion Platform Selection
Use complementary platform strategy

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Target Group Selection

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Analysis
 Criteria
 Importance of Criteria
 Give Grades
Strategic approach
 Scoring Model
Target Group
Young and Successful

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1. Potential today
 Economic power
 SM-Reach
2. Potential in the future
 Economic development
 SM development
3. Influenceability using SM
 User behaviour
 Time online
 # of friends
 Importance of SM
4. Costs to influence/talk
 English
 Cultural differences
Target Group:
1) Age Group: 20-35
2) High Income / Educated
(Students/Young Professionals)
Young and Successful

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1.) Potential Today
a) Economic power
 Consumption + Income
b) SM-Reach
 FB-Reach
 Only the richest part of the
population
 1.) 18-24
2.) 25-34
3.) 35-44
On SM vs. Economic Power

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2.) Potential Future
a) Economic development
 Demographic development
(Growth of TG)
 Education as narrow for
partizipation in growth
b) SM-Development
 Demographic development
(Growth of TG)
FB-Reach development
1) 0-44
2) 44-100
On SM vs. Economic Power

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3.) Influenceability using SM
a) User Behavior
b) Time online
c) # of friends
d) Importance of SM
1.) 0-18
2.) 18-24
3.) 25-35
Youth is influenceable

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4.) Cost to Influence/
talk to them
a) English
(Education as a
proximation)
b) Cultural Differences
1.) 18-24
2.) 25-35
3.) 0-18
Youth is more homogenous

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Successful / richest people in the countries
20 – 35
Are on SM and have and will have the economic power
Are easy to influence
Are the most homogenous group
Students and young professionals
Conclusion Target Group
Young and successful

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Interim conclusion II
Online users can be reached through many
different channels. The main differentiation
between channels is done by the reach of
people and the technology and community
possibilities. Although most social media
platforms have their unique strengths, it is
necessary to make a first distinction of which
platforms reach efficiently enough potentials
users. Combining the advantages of the
major platforms YouTube, Twitter and
Facebook, through a mash-up strategy is
recommend.
A similar detailed selection of the target
group is done afterwards. When analyzing
the potential of the current and future online
users, the influenceability as well as the costs
of contact are used as differentiation criteria.
Students and young professionals in the age-
group of 20-35 can be identified as the most
relevant to target with respects to their
current and future income and business
activity and hence their potential as
customers.

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Best Practice Analysis

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Analysis
 Criteria for selection
 Approach in Asia
 Approach in Europe
 Learning points from differences in
various strategies undertaken
Best practice
Companies
 Nokia
 Starbucks
 Sheraton
Best Practice

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1) Similar product/service classification as airline tickets (ERG
Model)
2) Efforts targeted specially at SEA
3) Usability of platforms utilized
4) Integration across multiple platforms
Choosing Best Practices
Criteria used in choosing best practices

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ERG Theory
 Growth: Self-actualization
and internal esteem needs
 Relatedness: Social and
external esteem needs
 Existence: Physiological
and safety needs
Maslow’s Hierarchy of Needs
An introduction to ERG Theory
Estem
Self-
actualization
Love/Belonging
Safety
Physiological

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Why Nokia?
1) Similar product/service classification as airline tickets 
(ERG Model)  EXISTENCE
2) Efforts targeted specially at SEA 
3) Usability of platforms utilized 
4) Integration across multiple platforms 
• Facebock, Twitter, Blog, YouTube
Criteria

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Indonesia (Facebook)
 Indonesians feel the need to be
sociable
 Separate Facebook Page for
Indonesia
 Landing Page – mini-game to
measure sociability across
various platforms
 Drives traffic to Facebook page
 Engages community – localizing
Facebook community
Nokia uses the need to feel social
Europe (Facebook)
 Focus on pushing offers online in
Germany
 Focus on apps for Finland and
France
 Focus on new products in UK
 Focus on games in Poland

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Indonesia (Facebook)
 Indonesians feel the need to be
sociable
Indonesia
 Landing Page – mini-game to
measure sociability across
various platforms
 Drives traffic to Facebook page
 Engages community – localizing
Facebook community
Nokia uses the need to feel social
Europe (Facebook)
 Focus on pushing offers online in
Germany
 Focus on apps for Finland and
France
 Focus on new products in UK
 Focus on games in Poland

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 USA 11.9%
 Venezuela 19%
 Mexico 13.4%
 Indonesia 20.8%
 Columbia 9.6%
Nokia: Twitter
Nokia uses Twitter locally

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 Local approach to each country -
sensitive to language and activities
online
 Specific landing pages on Facebook
which focus on the general point of
interest in a country
 Consolidated approaches on one
platform: Facebook
 Selected use of other platforms
when it is popular in countries
Learning Points Limitations and Considerations
 Different product type
 Focus mainly on Facebook only: for
most parts of Asia except Indonesia
Landing pages by Nokia

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Why Starbucks?
1) Similar product/service classification as airline tickets 
(ERG Model)  GROWTH
2) Efforts targeted specially at SEA 
3) Usability of platforms utilized 
4) Integration across multiple platforms 
Criteria

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Starbucks utilizes sharing patterns
 Filipinos are similar to the
Indonesians: Aspirers who spend
most of their time on SNS
 They like to share their
experiences (but not on SNS)
Philippines
 Landing page – Summer Moments
allows postcards to be created and
sent to friends
Philippines: Facebook Europe: Facebook
 No specifically designed
strategy
 except for the UK
-Promoting Starbucks VIA
(instant coffee) with a
guessing game

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Starbucks utilizes sharing patterns
 Filipinos are similar to the
Indonesians: Aspirers who spend
most of their time on SNS
 They like to share their
experiences (but not on SNS)
Philippines
 Landing page – Summer Moments
allows postcards to be created and
sent to friends
Philippines: Facebook Europe: Facebook
 No specifically designed
strategy
 except for the UK
-Promoting Starbucks VIA
(instant coffee) with a
guessing game

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Starbucks: Twitter
MalaySpanish English
Starbucks uses Twitter locally

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 Local approach to each country -
sensitive to language and activities
online
 Consolidated approaches on one
platform: Facebook
 Selected use of other platforms
when it is popular in countries
(Youtube for VIA in UK)
 Different product type
 Few specially designed strategies
for each country – more global
approach
 Brand position was already very
strong
Starbucks uses multiple platforms

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Why Sheraton?
1) Similar product/service classification as airline tickets
(ERG Model)  RELATEDNESS
2) Efforts targeted specially at SEA
3) Usability of platforms utilized
4) Integration across multiple platforms
Criteria





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Asia: Facebook
 Hong Kong – Offers for fans
 Cannot see the images below?
You're probably not connected
to Sheraton Hong Kong Hotel &
Towers. Click 'Like' above to get
connected!
 Malaysia (Kuching) – Empowering
Audiences
Sheraton focuses on “Like’s”
Europe: Facebook
 Algarve – Group offers
 More than 25 people
 Lisbon – Gourmet news
 Salobre – Integrated application
for easy sharing

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Asia: Facebook
 Hong Kong – Offers for fans
 Cannot see the images below?
You're probably not connected
to Sheraton Hong Kong Hotel &
Towers. Click 'Like' above to get
connected!
 Malaysia (Kuching) – Empowering
Audiences
Sheraton focuses on “Like’s”
Europe: Facebook
 Algarve – Group offers
 More than 25 people
 Lisbon – Gourmet news
 Salobre – Integrated application
for easy sharing

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 English used for information
dissemination in Asia - insensitive
to language and activities online
 Using offers to gain ‘Like’s
 Using other platforms mainly
outside of SEA
 Within a country, different strategies
can be used
 One platform may not be enough in
targeting a new market – an
integrated local approach is
required
 Targeting by city instead of country –
not a strong comparison of scale
 Main focus not on Asia
 Engagement is very weak compared
to previous 2 practices
 No clear goal in Asia and not specific
enough in efforts
Sheraton can improve

- 70 -11.11.2010
 Importance of language differences in Asia
 Facebook functionality allows companies to consolidate very
different strategies on one platform
 Targeting at internet usage > Pushing offers
 Rest of hospitality industry slow at targeting Asia
Conclusion Best Practices
Lufthansa Take-aways

- 71 -11.11.2010
 Regional strategy needed to effectively target the SEA market
 Cultural & usage behavior differences between SEA and
Germany
 Use mash-up platform with the focus on Facebook
 Focus on age group 20-35 (students & young professionals)
 Slow adaption of hospitality industry to Social Media
 Pioneering role of Lufthansa
Overall Conclusion
Lufthansa Take-aways

- 72 -11.11.2010
Alexander Neff Christian Küpper Constantin Reutersberg
David Bartling Jason Liew Sebastian Schmidt
Q&A

- 73 -11.11.2010
A. GLOBE – Cultural Differences & Focus Group
B. Landscape Analysis
C. Platform Selection
D. Target Group
E. Strategic Approach – Best Practice
Structure Appendix
Appendix Overview

- 74 -11.11.2010
GLOBE – Cultural Differences & Focus Group
1. Procedure
2. Sample Design Focus
Group
3. Questionnaire
4. Analysis
5. Human Orientation
a. Statements
b. Results
c. Implications
6. In-Group Collectivism
a. Statements
b. Results
c. Implications
7. Institutional Collectivism
a. Statements
b. Results
c. Implications
Appendix A
Back

- 75 -11.11.2010
Step 1
What do those three dimensions mean in
relation to social media?
Human Orientation: The degree to which
individuals value and encourage openness within
social media as well as a personal interaction
between users.
In-Group Collectivism: The degree to which
users express experiences, personal thoughts and
details and are willing to share them in a online
community.
Institutional Collectivism: The degree to which
active sharing and collective distribution of
resources is rewarded and appreciated by users.
Step 2
•Introducing a focus group that
asks about those three dimensions
•Identify cultural differences in
AIM: Derive Implications for a
Appendix A: Procedure

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0% 20% 40% 60%
Malaysia
Philippines
Singapore
Indonesia
Thailand
Germany
South-East-Asia
Participants by country & region
35 participants
Female: 48,60%
Male: 51,40%
Average Age: 23,09
Appendix A: Sample Design Focus Group

- 77 -11.11.2010
Statement
Visual impulses such as videos and pictures
are most appealing to me, when informing
myself over a brand or a company.
The fact that companies are present in social
media appeals to me.
I am part of a company/brand’s online
community via social networking site.
I am part of a brand community to get more
information about a brand.
I have shared or at least considered sharing
my personal travel experiences with a
broader community (not just friends).
company related information that was posted
by the company itself or by other users.
Companies that are present in social
networking sited should update me regularly
(e.g. news, events) and provide me with
recent information.
Companies should not be present in social
networking sites; the official company’s
webpage is sufficient.
I have more trust in customer-to-customer
feedback than in the company’s own
profiling.
 Age
 Gender (female, male)
 What is your home country?
 (Malaysia, Philippines, Singapore, Indonesia,
Thailand, Germany)
 Are you currently using any forms of social
media?(Yes, No)
 Which would you say is the most popular
platform from where you are from?
 (Friendster, Twitter, Facebook, Youtube, Hi5,
Blog (Blogger, Blogspot, Wordpress, etc.),
StudiVZ)
 To what extent do you agree with the following
statements?
(7 = Strongly agree, 6 = Agree, 5 = Agree somewhat, 4 =
Undecided, 3 = Disagree somewhat, 2 = Disagree, 1= Strongly
disagree)
 Name the first 5 airlines that come to mind.
Appendix A: Questionnaire Focus Group

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Total NumberofParticipants 35
Average Age Participants 23,09
Whatisyourgender?
Female 48,60% 17
Male 51,40% 18
What is your home country?
Malaysia 8,60% 3
Philippines 11,40% 4
Singapore 20,00% 7
Indonesia 8,60% 3
Thailand 11,40% 4
Germany 40,00% 14
South-East-Asia 60,00% 21
Appendix A: Analysis Focus Group

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Are you currently using any forms of social media?
Yes 97,10% 34
No 2,90% 1
Which would you say is the most popular platform from where you are
from?
Friendster 0,00% 0
Twitter 0,00% 0
Facebook 91,40% 32
Youtube 8,60% 3
Hi5 0,00% 0
Blog (Blogger, Blogspot, Wordpress, etc.) 0,00% 0
StudiVZ 0,00% 0

- 80 -11.11.2010
To what extent do you agree with the following statements? (Part 1)
Stronglyag
ree
Agree
Agree
somewhat
Undecided
Disagree
somewhat
Disagree
Strongly
disagree
Total
Visual impulses such as videos and pictures are most appealing
to me, when informing myself over a brand or a company.
31,4% (11)
42,9%
(15)
22,9% (8) 2,9% (1) 0,0% (0) 0,0% (0) 0,0% (0) 35
The fact that companies are present in social media appeals to
me.
20,0% (7)
34,3%
(12)
25,7% (9) 5,7% (2) 2,9% (1) 11,4% (4) 0,0% (0) 35
I am part of a company/brand’s online community via social
networking site.
11,4% (4)
37,1%
(13)
22,9% (8) 5,7% (2) 2,9% (1) 8,6% (3) 11,4% (4) 35
I am part of a brand community to get more information about a
brand.
5,7% (2)
20,0%
(7)
17,1% (6) 31,4% (11) 2,9% (1) 14,3% (5) 8,6% (3) 35
I have shared or at least considered sharing my personal travel
5,7% (2)
37,1%
(13)
20,0% (7) 5,7% (2) 8,6% (3) 11,4% (4) 11,4% (4) 35

- 81 -11.11.2010
To what extent do you agree with the following statements? (Part 2)
Stronglyag
ree
Agree
Agreesom
ewhat
Undecided
Disagreeso
mewhat
Disagree
Stronglydi
sagree
Total
I consider reacting on and discussing company related
information that was posted by the company itself or by other
users.
8,6% (3)
37,1%
(13)
14,3% (5) 14,3% (5) 5,7% (2) 14,3% (5) 5,7% (2) 35
Companies that are present in social networking sited should
update me regularly (e.g. news, events) and provide me with
recent information.
5,7% (2)
31,4%
(11)
22,9% (8) 20,0% (7) 14,3% (5) 2,9% (1) 2,9% (1) 35
Companies should not be present in social networking sites; the
official company’s webpage is sufficient.
2,9% (1) 8,6% (3) 2,9% (1) 8,6% (3) 17,1% (6)
51,4%
(18)
8,6% (3) 35
I have more trust in customer-to-customer feedback than in the
company’s own profiling.
25,7% (9)
51,4%
(18)
8,6% (3) 11,4% (4) 2,9% (1) 0,0% (0) 0,0% (0) 35

- 82 -11.11.2010
(StronglyAgree = 7; StronglyDisagree = 1)
Germany Singapore Malaysia Philippines Thailand Indonesia
South-
East-
Asia
Visual impulses such as videos and pictures are most
appealing to me, when informing myself over a brand or a
company.
5,59 6,43 6,33 6,25 6,00 6,67 6,34
The fact that companies are present in social media appeals to
me.
4,50 5,14 6,70 6,50 6,25 5,67 6,05
networking site.
3,50 5,00 6,00 6,25 5,50 6,00 5,75
I am part of a brand community to get more information about
a brand.
3,21 5,29 4,70 4,75 4,50 4,67 4,78
I have shared or at least considered sharing my personal
travel experiences with a broader community (not just friends).
3,14 4,43 5,33 6,25 5,25 6,33 5,52
I consider reacting on and discussing company related
information that was posted by the company itself or by other
users.
3,00 5,00 6,00 6,25 6,25 5,67 5,83
update me regularly (e.g. news, events) and provide me with
recent information.
4,22 5,71 4,33 5,25 4,50 4,67 4,89
Companies should not be present in social networking sites;
the official company’s webpage is sufficient.
3,93 2,14 2,33 2,00 1,75 2,33 2,11
5,22 6,00 6,00 6,50 6,50 6,67 6,33
Average 4,03 5,02 5,30 5,56 5,17 5,41 5,29

- 83 -11.11.2010
0 10 20 30 40 50 60 70
Singapore Airlines
Lufthansa
Air Asia
Emirates
Quantas
Tiger
AirBerlin
British Airways
China Airways
Others
In %
Name the first 5 airlines that come to mind.

- 84 -11.11.2010
Name the first 5 airlines that come to mind.
Name Quantity Name Quantity Name Quantity
Singapore Airlines 26 Thai Airways 4 China Airlines 1
Lufthansa 16 United Airlines 4 Easy Jet 1
Air Asia 15 Cathway Pacific 3 El Al 1
Emirates 13 SilkAir 3 Etihad 1
Quantas 12 Air China 2 Iberia 1
Tiger 11 American Airways 2 Korean Air 1
AirBerlin 7 Quatar Airlines 2 Malaysia Airlines 1
British Airways 6 Quatar Airways 2 Nok Airlines 1
China Airways 6 SwissAir 2 Southwech Airlines 1
Air France 5 Al Italia 1 Wizz Air 1
Delta Airlines 5 American Airlines 1 Virgin Airlines 1
Ryanair 5 Austrian Air 1 Others 63
Germanwings 4 Blue Air 1
Total 175
Jetstar 4 ChileLan 1

- 85 -11.11.2010
Visual impulses such as videos and pictures are most appealing to
me, when informing myself over a brand or a company.
The fact that companies are present in social media appeals to me.
networking site.
Appendix A: Human Orientation

- 86 -11.11.2010
Strongly Agree
Strongly Disagree
1
2
3
4
5
6
7
Visual impulses such as videos and
pictures are most appealing to me, when
informing myself over a brand or a
company.
The fact that companies are present in
social media appeals to me.
I am part of a company/brand’s online
community via social networking site.
Germany
South-East-Asia
Appendix A: Human Orientation

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What follows from the fact that South-East-Asians are more human
orientated?
Strong appeal to
visual
representations
Visualize your values - create picture sharing/video sharing
Appear as a caring brand towards their individual needs
(Lufthansa South-East-Asia)
Asians like that
companies position
themselves in SM
 SE-Asians more open and less critical, possibility to be
more “risky”
Less attracted to visuals; stronger focus on information retrieval (text)
Weaker support that Germans like to see companies represented in SM
Appendix A: Implications for Strategy

- 88 -11.11.2010
I am part of a brand community to get more information about a
brand.
I have shared or at least considered sharing my personal travel
I consider reacting on and discussing company related information
that was posted by the company itself or by other users.
Appendix A: In-Group Collectivism

- 89 -11.11.2010
Strongly Disagree
Strongly Agree
1
2
3
4
5
6
7
I am part of a brand community to get
more information about a brand.
I have shared or at least considered
sharing my personal travel experiences
with a broader community (not just
friends).
company related information that was
posted by the company itself or by other
users.
Germany
South-East-Asia
Appendix A: In-Group Collectivism

- 90 -11.11.2010
What follows from the fact that South-East-Asians are more in-group
collectivist?
Entertainment-focused,
(deriving information seems
to be less important)
 Stronger focus on entertainment
 No need to give extensive information
Stronger tendency to share
personal insights with
broader community
Provide opportunities for sharing such insights
E.g. travel forum, insider tips etc
Stronger tendency to discuss
& comment on company
provided information
 Provide a platform that allows such exchange & gives
room for discussion on information that was posted by
company itself
More content-focused,need to derive valuable information, not solely entertainment
weaker tendency to share personal insights, stories with a broader (unknown)
community

- 91 -11.11.2010
update me regularly (e.g. news, events) and provide me with recent
information.
Companies should not be present in social networking sites; the
official company’s webpage is sufficient.
Appendix A: Institutional Collectivism

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Strongly Disagree
Strongly Agree
1
2
3
4
5
6
7
Companies that are present in social
networking sited should update me
regularly (e.g. news, events) and provide
me with recent information.
Companies should not be present in
social networking sites; the official
company’s webpage is sufficient.
I have more trust in customer-to-
customer feedback than in the
Germany
South-East-Asia
Appendix A: Institutional Collectivism

- 93 -11.11.2010
What follows from the fact that South-East-Asians are more institutional
collectivist?
No significant difference btw. SE-Asians and Germans in terms of
reacting/commenting on posts
Recent updates SE-Asians: Yes, but entertainment-focused
Germans: Yes, but more information-focused
Both have higher
confidence/trust in
customer-to-customer
feedback
Provide platform/forum that allows users to give
feedback on the product

- 94 -11.11.2010
Landscape Analysis
1. Source: TNS Digital Life
2. Internet Population in
South-East Asia
3. The Importance of Web
2.0 activities
Appendix B
4. Brand Interaction
5. Average Number of
Friends on Social
Networks
6. Digital Lifestyles
Back

- 95 -11.11.2010
 Digital Life was completed in
September 2010 and the results were
published on 10th October 2010
 The study covers 46 countries
representing 88% of the digital market
 Special focus on emerging markets
(BRICS, Next 11)
 It is based on a survey with 48,804
participants
 TNS is a well know and approved
market research institution with a
global reach
Appendix B: TNS DIGITAL LIFE

- 96 -11.11.2010
Appendix B: Internet Population in SEA
8
1
3
4
7
9
22
27
32
2
23
0
5
10
15
20
25
30
35
PercentageofInternatPopulation
Growth of Internet Population since 2008

- 97 -11.11.2010
0
50
100
150
200
250
300
Germany Singapore Malaysia Philipines Vietnam Thailand Indonesia
inmillion
Internet Population South East Asia
Population Internet Population
Appendix B: Internet Population in SEA

- 98 -11.11.2010
0
10
20
30
40
50
60
70
80
SG ID MY TH VN PH DE
PercentageofInternetUser
Most important online activity
SNS Email Gaming Multimedia Personal Interest
Appendix B: The importance of Web 2.0

- 99 -11.11.2010
Appendix B: The importance of Web 2.0
0.39
10
0.49 0.63 0.93 1.19 0.19
0
1
2
3
4
5
6
7
8
9
10
Social Networking / Emailing
% considering Social
Networking as most
important
% considering Emailing
as most important
Ratio =
e.g. in Germany fife times more
internet user regard emailing
as most important activities
compared to Social Networking

- 100 -11.11.2010
0
10
20
30
40
50
60
%ofinternetuser)
Openness towards brand friending
 In Emerging Asia Social
Networks are a main source
of information on brands
How to transport
information?
 Openness towards brand
interaction on SN is
considerably higher in
South East Asia compared
to western internet user and
the global average
Appendix B: Brand Interaction

- 101 -11.11.201010.11.2010
0
50
100
150
200
250
Averagenumberoffriends
Average number of friends on SN
 Average number of friends on
SN is considerably higher in
South East Asia compared to
Germany ( SEA 175 vs. DE
75)
 High number of friends
offers opportunities:
follower with a large friend
base increases the reach of a
company’s social media
activities
 High value for a company’s
social media activities
Appendix B:Number of Friends on SN

- 102 -11.11.2010
User Behavior - Defining Digital Lifestyles
Influencer Communicator
 Young internet user
 Internet as integral part of his life
 It allows him to stand out and be different
 Organizes his life with internet, is very often
online
 Engaged in almost all digital activities ( Email
to Blogging, Social Networking, Multimedia )
 Express himself online not only to his friends
but to anyone – shares personnel information
 Not concerned with privacy issue
 Highly open towards brand interaction and
brand friending (2st rank brand interaction)
 Loves to express himself via SNS, instant
messaging, emailing especially to friends
 High frequency of internet access
 Is more open to brands and to online
purchasing (1nd rank brand interaction)
Appendix B: Digital Lifestyles

- 103 -11.11.2010
Networker Knowledge Seeker
 Main use of the internet: establish and maintain
relationships
 Main activities: social networking, emailing
 use Social Networksonly to keep in touch
 Social Media not as a tool to search for brands or
products
 does not voice opinion online
 Would not share personnel thoughts on the
Internet
 Online touchpoints: brand sites, online shops
(classical Web 1.0 channels)
 More open to brand interaction than rejecting it
(4TH brand interaction)
 Main use of internet for gaining knowledge,
information  Educational purpose
 engaged in SN online to stay in contact with like-
minded people and to gather relevant information,
 no actual interest in Social Networking, but in
connecting with lke minded people that share his
interests or can provide him knowledge
 concerned about data protection
 Touchpoints are especially brand websites, but
also bloggs or SN comments
 No production of content, only consumption
 open to brand interaction and advertisement of
new products (3rd rank brand interaction)

- 104 -11.11.2010
Functionals Aspirers
 high frequency of internet access but more
conservative and rational in his digital behavior
 Internet is a functional tool internet safes time
(easier to obtain information ), cheaper (price
comparison)
 Internet usage not improving or establishing
relationships with other people on Social Media
Less about personal interaction
 do not express themselves online
 preference in emailing, news, sports, online
shopping
 concerned about data protection  no Social
Media user
 Touchpoints: Price Comparison Websites, Brand
Websites
 very new to the internet and low frequency of
internet access
 Looking to create a personal space, but not a
place to look for brands pr products
 Want to increase the use of the internet and the
different activities Increase engagement , might
move towards influencer, communicator
 reliy on offline touchpoints:Offline Media, Retail
Shops, offline WoM
 Becoming more accustomed to usage of Internet
but Internet activities are not integral part of his
life yet

- 105 -11.11.2010
Platform Selection
1. Criteria reach
2. Criteria growth
3. Criteria mobile
accessibility
4. Criteria integration
5. Criteria Time spend
6. Criteria # of app
7. Criteria content focus
8. Data sourcing
9. Scoring model
Appendix C
Back

- 106 -11.11.2010
Singapore
Indonesia
Malaysia
Philippines
Thailand
Vietnam
176 3101
69 7111
101 5111
11 581
- 4202
- -106
Appendix C: Criteria reach
Source: Alexa, Oct. 2010
Platform ranking in Top 200 Websites

- 107 -11.11.2010
0 5000 10000 15000 20000 25000 30000
SG
ID
MY
PH
TH
VN
AVG
Average Monthly Unique Visitor
Youtube ('000) Twitter ('000) Friendster ('000) Facebook ('000)
Ad Planner (2010)
Average monthly
unique visitors
SG ID MY PH TH VN AVG
Facebook ('000) 2000 26000 11000 10000 6800 2900 9783
Friendster ('000) 180 1600 560 2100 20 15 746
Twitter ('000) 290 5100 1000 1500 760 320 1495
Youtube ('000) 1600 9800 7400 6100 6700 8900 6750

- 108 -11.11.2010
Source: comScore
•Facebook offers a larger user
base in comparison to Friendster
 Predominant social network
platform in South-East Asia
•Youtube is strong in SG, MY, PH,
TH and VN
•Only Youtube has similar
average unique monthly visitors
as Facebook
•Twitter and Friendster cannot
compete with Facebook
Platform
Criteria
Facebook Friendster Twitter Youtube
Quantifier
Grade Result GradeResult GradeResult GradeResult
1.People
Reach 10 5 50 1 10 2 20 4 40

- 109 -11.11.2010
0
5
10
15
20
25
30
35
SG ID MY PH
Internet Population (mio.) Social Network Reach (mio.)
Facebook Reach (mio.)
People are reached!
•SNS reaches large parts of
the internet population
•Most of the online population
is active on SNS
•Facebook growth is related to
the growth of the internet pop.
since 70-80% of the market are
already covered
SG ID MY PH
Internet Population (%) 77,8 12,3 54,6 29,7
SNS Reach (%) 83,7 88,6 84,7 90,3
FacebookReach (%) 72,1 84,9 77,5 84,5Source: TNS

- 110 -11.11.2010
Social Networks are growing
Source: comScore
+13 %
+28 %
0
2
4
6
8
10
12
14
16
SG MY
Social Network Reach
Social Network Reach (mio.) Social Network Reach (mio.)
632
1266
2927
2892
0 2000 4000 6000
SG
ID
MY
PH
Average Monthly Unique
Visitor
Friendster ('000) Facebook ('000)
180
1600
560
2100
0 10000 20000 30000
SG
ID
MY
PH
2009
2010
•Strong growth of Facebook
•Declining visitors of Friendster
Appendix C: Criteria growth

- 111 -11.11.2010
Twitter is growing!
Source: comScore
Asia 37% up from 31.5% three months ago
Source: Semiocast

- 112 -11.11.2010
Facebook is growing!
Source: Facebakers
•Significant growth in Malaysia, the
Philippines, Thailand and Indonesia
• Indonesia is now the world’s #3 country in
terms of total Facebook audience size
(behind US and UK)
•Facebook has overtaken hi5 in Thailand
and Friendster in the Philippines
Country Continent
Percentagegrowt
h
IIndonesia Asia 11,48
Thailand Asia 12,76
Phillipines Asia 10,9
Malaysia Asia 8,93
2009, Nov-DecIndonesia

- 113 -11.11.2010
Youtube is growing!
•#4 Largest Site on the Internet
•#1 Largest video site on the web
•300MM Worldwide Visitors a Month
•100 Million Visitors per Month
•5 Billion Video Streams Every month –
40% of all videos online (Do the Math – 5
Billion / 300 million worldwide visitors = 17
streams a month per person)
•15 Hours of video uploaded every minute
Platform
Criteria
Quantifier
1.People
Growth 5 4 20 2 10 4 20 4 20

- 114 -11.11.2010
0 20 40 60 80 100
SG
ID
MY
PH
TH
SG ID MY PH TH
Mobile 48 15 36 21 44
PC 56 13 69 28 67
Mobile acceptance •There is a large amount of
users taking advantage of
mobile devices to access SNS
•Mobile access is demanded
•There are more than 150
million active users currently
accessing Facebook through
their mobile devices.
•People that use Facebook on
their mobile devices are twice
as active on Facebook than
non-mobile users.
Source: TNS Digital Study, 2010
Appendix C: Criteria mobile accessibility

- 115 -11.11.2010
•Twitter mobile
solution is most
performing
•Friendster
approaches are not
so sophisticated
•Youtube, Twitter
and Facebook allow
mobile access with
all different mobile
devices
Platform
Criteria
Quantifier
2. Technology
Mobile accessibility 5 4 20 2 10 5 25 4 20
IPhone
Blackberry
Windows Phone 7
Android
Symbian

- 116 -11.11.2010
Easiness of use
Performance
Navigation
Accessibility
Customization

- 117 -11.11.2010

- 118 -11.11.2010
2009 2010

- 119 -11.11.2010
0 10 20 30 40 50
Looking to Increase SM Activity
Upload Photos (%) Look at Photos (%)
Respond on Social Network (%) Check Social Network (%)
Message on Social Network (%) Stream Music/ Video (%)
•Integrated Platform
offering chat, search and
message functionality
•Streaming
music/movies
•Get informed by status
messages of friends
Integration is key
Trends in Social Media
Appendix C: Criteria integration

- 120 -11.11.2010
Core
messaging
connected to
friend list
Aggregated
services
Integrated
platform
Multi-media integration is the next critical development
•Core messaging platform connected to friend list
•Aggregator of services: e.g. one-stop-shop for all online needs
“A consumer can now listen to music, watch videos, play games, create groups
and share their location. When we look at what the next big development will be,
multi-media integration is at the top of the list. The networks that can make this
as seamless and intuitive as possible will be winners.”
Platform
Criteria
Quantifier
2. Technology
Integration 5 5 25 3 15 1 5 2 10
Appendix C: Criteria integration

- 121 -11.11.2010
People spend time on SNS
0
5
10
15
20
25
30
35
SG ID MY PH
Time Spend on SNS (%)
•Indonesians,
Malaysians and
Philippines spend 25-
33% of their online time
on SNS
•Singaporeans around
15%
SG ID MY PH
Time Spend on SNS (h) 3,5 5,4 3,02 4,2
Source: comScore
Appendix C: Criteria time spend

- 122 -11.11.2010
0 5 10 15 20 25 30 35
SG
ID
MY
PH
TH
VN
AVG
Average Time Spend on Site
Youtube (min.) Twitter (min.) Friendster (min.) Facebook (min.)
Averrage Time
Spend on Site (min.) SG ID MY PH TH VN
Facebook 25 26,4 30 30 28,2 20
Friendster 9,3 7,4 8,5 13 5,5 5
Twitter 14,4 16,2 10,3 13,3 10,5 7,3
Youtube 25 16,4 21,4 21,4 26,4 21,4
•Users stay on Facebook and
Youtube
•Time spend on Friendster is
less
•Only Youtube can compete
with Facebook
Source: Ad Planner , 2010
Platform
Criteria
Quantifier
3.Community
Time online 8 5 40 1 8 2 16 4 32
Appendix C: Criteria time spend

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Facebook’s Applications
•Restricted layout and small fonts, adding
applications to the Facebook profile is
easy
•Due to Facebook Platform which allows
developers to create applications to be
shared and used within the Facebook
community,
•Facebook has a well of fun applications
that users can add to their own and their
friends’ profiles ranging from games,
quizzes, polls, virtual gestures, etc.
•Friendster offers only 3066 applications
Platform
Criteria
Quantifier
3.Community
# ofapplications 5 5 25 2 10 0 0 0 0
Appendix C: Criteria # applications

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64
49
41
34
ID
MY
TH
World
People love Social
Networking
People who love Social Networking (%)
•TH, MY and ID are clearly
positioned above the world
average of 34%
•Indonesians tend to be
passionate SN users
•People love SN  Emotionally
addressed
Source: Mindreader 2009
Applications that users can add to their
own and their friends’ profiles ranging from
games, quizzes, polls, virtual gestures
•All kind of fun activities
•Over 12000 applications on Facebook
belong to the categories games & fun
(23 160 in total)
People want to have fun on SNs
Confrontitwithmoreseriouscontent
ofTwitter!
Appendix C: Criteria content focus

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Statistical Data: Reliable and fitting data
Abstraction: Consider layer above
Survey: Conducted at SMU
Quotes: Conclusions of studies and quotations of experts
Statistical data
Abstraction
Survey
Quotes
Logicalargumentation
Appendix C: Data sourcing

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Appendix C: Scoring model

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Target Group
1. Potential today
2. Potential future
3. Influenceability with SM
4. Costs to talk to
them/influence them
Appendix D
Back

- 128 -11.11.2010
Appendix D: Potential today
1. Potential Today – SM-Reach
Importance
“If they are not on Social Networks LH
just can´t reach them!”
Figure
 FB as representative of SN in general
 distribution is similar between the
countries
Key findings
1.)18-24 2.)25-34 3.)0-
18

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GDP/Capita
$3265
1. Potential Today – Economic Potential (1/2)
=> Only the richest people are potential
customers! (except Singapore and Malaysia)
=> Correlation between education and wealth:
“The relationship between education and
income is direct“ (UNICEF)
=> well educated!
GDP per Capita
Country GDP per capita
Singapore 40336
Indonesia 2858
Philippines 1745
Malaysia 6948
Thailand 3737
Vietnam 1040
Average 9444,00
Average (without
SG) 3265,6
Price for a ticket
$700

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1. Potential Today – Economic Potential (2/2)
Importance
“To be a potential customer you have to
be able to buy a ticket!”
Figure
 consumption/income in Phillipines as a
representative for the whole region
(except Singapore)
 supported by consumption smoothing
 consumption vs. income
Key findings
1.)18-24 2.)25-34 3.)0-18
ConsumptionIncome

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1. Potential Today – SM-Reach  Economic Potential
Potential of Target Group
=people who are…
1.) on Social
Networks
2.) who can afford it
=> There are app. 2 times more people
on SN in the age of 18-25 then in the
age of 0-18 or 25-34
In the age groups of 0-18 or 25-34
have to be 2 times more people who
can afford it then in the age group of
18-25 for equalization!
=> 1.) 18-25 2.)25-34 3.)35-44

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2. Potential future – Economic-Development (1/3)
Importance
“Asia is the fastest growing area in
the world!”
GDP Growth
2007 2008 2009 Average
Singapore 7,7 4,9 5,8 6,13
Indonesia 6,3 6 6,2 6,17
Phillipines 7,2 5,5 6,1 6,27
Malaysia 6,3 5,4 5,6 5,77
Thailand 4,8 5 5,2 5,00
Vietnam 8,5 6,5 6,8 7,27
Average 6,80 5,55 5,95 6,10
Appendix D: Potential future

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Importance
the world!”
Figure
1. demographic development
2010
2020
Malaysia

- 134 -11.11.2010
Importance
the world!”
Figure
Soft Factors:
1. The best educated people are said
to profit the most and in first place!
Key findings
1.)0-18 2.)18-24 3.)25-34

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2. Potential future – SM-Development (1/2)
Importance
“Brand Awareness needs time and
is a long time Goal!”
Figure
2. SN growth in the age Groups!
Key findings
1.)45-60 2.)35-44 3.)25-34
2010
2020
Malaysia

- 136 -11.11.2010
2. Potential future – SM-Development (2/2)
Importance
“Brand Awareness needs time and is
a long time Goal!”
Figure
1. Demographic Development
2. FB growth in the age Groups!
 huge differences between
countries
 FB as a representativ?
 only 3-month average

- 137 -11.11.2010
3. Influenceability with SM (1/3)
0-18 18-24 25-34 35-44 45-100
Influencers
Communicator
Networkers
Funktionals
Aspirers
Knowledge Seeker 3
1
2
Appendix D: Influenceability with SM

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- 139 -11.11.2010

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4. Costs to talk to them/influence them
Appendix D: Costs to talk to them

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Best Practice Analysis
1. Twitter
2. Nokia
3. Starbucks
4. Sheraton
Appendix E
Back

- 142 -11.11.2010
Appendix E: Twitter Penetration
1. Twitter Penetration – June 2010
Importance
Top 20 countries in terms of %
reach of Twitter
Key %
1) Indonesia 20.8 2) Brazil
20.5
3) Venezeula 19 4) Canada
13.5
5) Mexico 13.4 6) US 11.9
7) Argentina 10.5 8) Columbia
9.6
9) Malaysia 7.7

- 143 -11.11.2010
Appendix E: Nokia FB Fans
2.1 Nokia Facebook Fans

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Appendix E: Starbucks FB Fans
2.2 Starbucks Facebook Fans

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Appendix E: Sheraton FB Fans
2.3 Sheraton Facebook Fans

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Appendix E: Twitter Penetration

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Appendix E: Nokia FB Fans

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Appendix E: Starbucks FB Fans

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Appendix E: Sheraton FB Fans

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