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
2
Survey dates: Oct 11 – Nov 28, 2010, Margin of error 6.9%

3. The Edelman Trust Barometer in retrospect
Rising Influence of NGOs2001
Fall of the celebrity CEO2002
Earned media more credible than advertising2003
U.S. companies in Europe suffer trust discount2004
Trust shifts from “authorities” to peers2005
“A person like me” emerges as credible spokesperson2006
Business more trusted than government and media2007
Young influencers have more trust in business2008
Business must partner with government to regain trust2009
Transparency key driver of trust in a multi-channel and multi-
stakeholder environment
2010
3

4. 2010 Year in review

5. 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
5
Indonesia informed publics have significantly higher levels of trust in
business and media than their global and APAC peers

6. 6
Indonesia is the only APAC country where trust in business increased this year
Trust in Business (2010 – 2011)
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)
Trusters Distrusters
2010 2011
+16
- 8
Neutral
+2

7. 7
Media also enjoys a significant increase in trust this year in Indonesia
Trust in Media (2010 – 2011)
Trusters
Distrusters
2010 2011
+7
+11
- 11
+17
+12
Neutral
+4
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)

8. Trust in Business and NGOs
8
Indonesia more trusting of business than NGOs, in contrast to most other
APAC countries where trust is equal or NGOs are more trusted
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

9. 41%
74%
85%
88%
89%
90%
90%
91%
92%
92%
93%
94%
94%
94%
97%
Brewing and spirits
OTC personal health care products
Insurance
Consumer packaged goods
Food and beverage
Energy
Entertainment
Financial services
Banks
Media
Pharmaceuticals
Retail
Telecommunications
Automotive
Technology
9
Technology, telco, automotive, retail most trusted industries;
insurance and retail top gainers
Trust in Industries - Indonesia
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
87%
77%
78%
71%
72%
64%
75%
66%
67%
68%
66%
59%
65%
61%
54%
Significant at 95%
confidence level
compared to global
Asia
Pacific
#1
#2
#3
#4
59%
75%
2010

10. 10
Trust in Banks
In stark contrast to global informed publics, nine out of 10 in Indonesia trust
banks
+7
+18
- 11
+8
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

11. Business and Society
Toward shared value

12. 12
Q: How important are each of the following factors to the overall reputation of the company? ; (Top 2 Box, Very/ Extremely
Important) Informed Publics ages 25-64 in APAC and Indonesia
Employee treatment, transparency and trust most important reputation
attributes in Indonesia; highly-regarded leadership least important
Factors Defining Reputation - Indonesia
62%
62%
58%
63%
72%
54%
53%
50%
45%
38%
Significant at 95%
confidence level
compared to global
Asia
Pacific
#1
#2
#3
#3

13. 13
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
% who agree
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”

14. 14
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
But nearly nine out of 10 also believe business must align with society’s
interests in creating shareholder value

15. 15
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
And seven out of 10 believe government needs to step in to ensure
corporations behave in a responsible way

16. Roadmap to Trust
A new way forward

17. 17
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
Credibility of various people as a source of information about a company
remains unchanged

18. 18
CEO credibility increases in many global markets, but not in Indonesia
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
Credible Spokespeople – CEO
APAC
+7
+10
+14
+11
+20
+13

19. 19
In crisis situations, people want to hear from multiple voices, but the
company must be out in front
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.
Trusted spokesperson
during a company crisis
Preferred spokesperson
during a product recall
Preferred spokesperson when the
local community has been damaged
Indonesia

20. 11%
35%
6%
6%
8%
12%
11%
34%
21%
30%
33%
33%
Corporate/productadvertising
Corporatecommunications such as press releases
Microblogging sites, such as Twitter
Blogs
Socialnetworking sites
Content-sharing sites, such as YouTube
News/RSS feeds
Onlinesearch engines
Radio orradio news
Newspapers
Magazines orbusiness magazines
Television ortelevision news
Online
Multiple
sourcesTraditionalSocialMediaCorporate
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
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.
41%
40%
28%
23%
25%
18%
10%
10%
8%
7%
24%
11%
Asia
Pacific

21. 24
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?
Informed publics in Indonesia go to online search engine first for news and
information about a company
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

22. Informed publics need information from multiple sources, multiple voices
25
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.
3-5 times
65%
And need to hear it 3-5 times to believe it
Indonesia

23. The Benefits of Trust

24. Bought shares
Paid more for products/services
Chose to buy products/servicesRefused to buy products/services
Recommended them to a friend/colleagueCriticized them to a friend/colleague
Shared negative opinions online
Sold shares
Shared positive opinions online
+_Distrusted Companies Trusted Companies
Actions Taken Over Past 12 Months – Indonesia
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.
27
Through personal action, trust has tangible benefits
89%87%
2009 2009
72%
34%
17%
82%
44%
16%

25. When a company is distrusted When a company is trusted
19%
24%
50% 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.
Trust protects reputation
28
will believe positive
information after
hearing it 1-2 times
will believe negative information after
hearing it 1-2 times
44%
will believe
positive information
after hearing it 1-2 times
Indonesia

26. Conclusions
Business must align profit and purpose for social
benefit
Current media landscape plus increased
skepticism requires multiple voices and channels
29
Demand for authority and accountability set new
expectations for corporate leadership

27. The Transformation of Trust
30
Control Information
Focus Solely on Profit
ProtecttheBrand
StandAlone
Profit With Purpose
Old Trust Framework New Trust Architecture
WHAT

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