3. Social media gets bigger and more complicated
More companies invested in 39m pages viewed monthly
23% of digital time spent is
managing their own social
social now
media profiles
4. Hi Shameful, can you do magic? (Not all brands are
ready for social media)
Lack of conscious understanding of language and Paradigm mall responds cheekily and got lashed out
maturity in response. by public over it’s social response.
5. Clients are asking for more accountability on Social
space
GENERAL PAGE INFO KPI POST FORMAT SCORE TREND FAN TREND TREND OF LIKES & COMMENTS FANS POST TREND
ENGAGEMENT RATE TREND TALKING ABOUT TREND ACTIVE USERS
click on a graph
ENGAGEMENT RATE/CM POST
to view it
KEYWORDS
(click on it again before
clicking on another)
POSTS AVERAGE LIFE TIME PEAK OF POSTS PEAK OF FANS FANS GENDER PROFILE FANS LANGUAGE MESSAGES TYPE OF ENGAGEMENT
7. QR Code adoption is increasing, with
Japan and Korea leading
Southeast Asia markets are slowly but surely embracing it.
QR codes in advertisements are increasing in Indonesia, Thailand and
Singapore
Source: GWI (Wave 6)
8. QR codes are now gateway to collating loyalty points via mobile apps
Digitalised way of collecting loyalty points
Since Nov 2011, launch of apps like Perx, PointPal, Squiryl, GSpot and
Hachicode record and consolidate loyalty points from selected merchants
Reputable merchants have come onboard, including Subway, Coffee Bean
and Salad Stop
10. Revival of the past
The tsunami in Japan, floods in Thailand and Philippines, typhoons in
Taiwan… We just want to hide away to a happier more comforting time. Instagram’s popularity surged by
8,121% in Singapore and 132 %
Communities forming to preserve sites either by protesting or taking in Hong Kong.
photographs for archiving
Proliferation of photo apps that make photos look like days of yore, like
Instagram, Nostalgio, 8mm Vintage Camera, PhotoBooth and Asia-created
apps like Mei Tu
Resurgence of cycling and bicycles, with bike events and lifestyle shops
popping up
Events centered around the 80s, featuring past toys, stationary and books.
12. Viral appeal of the cheap, fast, authentic and funny
Everyone is The good, the
a producer bad, the ugly
My Generasi generated 1.74mil
views so far Sexy & I Know It (Hakka) generated
940k views
Only in Malaysia generated
2.84mil views so far KFC video generate 462k views
Source: Youtube, https://www.facebook.com/pages/Malaysia-Viral-Videos/335900156449595
13. Content x Context x Technology:
New spaces to tap into what Malaysians are excited about today
33 million views monthly
400k active
users monthly
Technology Social spaces fuels Leveraging on Celebrity Growth of vernacular
multiplies passions rise of Indie Music influence channels for race
in Sports scene specific targeting
15. While long locks and fair legs are still expected
at mainstream advertisements, people start to
desire for more risque, unique, and out of the
box campaigns.
The trend has started to show its existence at
Pasar Seni, Kuala Lumpur. On the long stretch
wall by Pasar Seni previously filled with artsy
graffiti, are a series of pictures promoting
interracial marriage – The Inside Out Project.
‘I want people to realise that we’re no different
because of our physical attributes and that
we’re all mixed as human beings,’
said Nadzirah Hashim, a young marketing
graduate, writer and photographer who led the
project (as quoted by Time Out Kuala Lumpur)
Image credits: Inside Out Project/ via Time Out Kuala
Lumpur
16. HONDA Malaysia hired Graffiti artists as
part of its campaign “Naturally Driven”
about Hybrid cars.
Malaysian Government
hired Graffiti artists to
paint the walls of Pasar
Seni Canal as part of
the beautification
process.
30th August, 1 Malaysia Jam Graffiti - Klang River, Central
Market Kuala Lumpur. More than 20 groups/individual person
participate this graffiti-jam
19. Mobile shopping in Asia facilitated by
existing comfort with online shopping and
rapid mobile penetration
Shopping online on desktops have become commonplace
Explosive growth in smartphone and tablet ownership
Retail operations have to provide digital options in order not to be left
behind
Source: http://www.masterintelligence.com/Mobileshopping.jsp
20. Global players and governments have been developing
mobile wallets for a cashless and cardless world
Google Wallet, a virtual wallet that credit and debit cards, offers,
and rewards cards is already available in USA.
Paypal also launched a mobile system connecting existing PayPal
account to their mobile device and fund purchases by entering
their phone number and PIN code into the retailer's point-of-sale
terminal.
In Korea, commuters photograph the groceries they want on the
subway walls. Tesco then delivers it to their homes.
Source: The Business Times, Singapore, 5 August 2012
Singapore’s Information and Development Authorities is
leading the mobile wallet project, with all the telcos,
national bank (DBS) and transportation payment bodies
(EZ-Link) part of the consortium
22. Emerging Asian markets growing in affluence
Urbanisation in developing markets influencing consumer
Higher Disposable Income demand. Urban dwellers are more brand-conscious
Vietnam, India, China and Indonesia seeing the THAILAND:
THAILAND Urban population increased from 32.6% of the
most significant growth total population in 2006 to 34% in 2010. The influence of
Annual disposable income 2007 2011 % Diff urbanisation was seen in the growing demand for
(Current Price) - Per HH 2007 vs 2011
condominiums and apartments in contrast to traditional Thai
Asia Pacific (US$) 8,412 12,416 48%
China (RMB) 39,630 63,520 60% homes.
Hong Kong (HK$) 567,949 643,626 13%
India (Rs) 181,736 303,949 67%
Indonesia (Rp) 41,066,665 60,546,096 47%
INDONESIA: Increasing urbanisation of Indonesia has resulted
Japan (¥ ) 6,318,012 6,051,114 -4% in many consumers leading busier, more fast-paced lifestyles
Malaysia (RM) 53,175 66,594 25%
Philippines (Ps) 284,472 364,114 28%
Singapore (S$) 109,018 119,044 9%
MALAYSIA: Between 1970 and 2010, the number of urban
South Korea (Won) 35,071,267 40,144,567 14% dwellers had grown from three million to 18.4 million. Urban
Taiwan (NT$) 1,184,029 1,192,464 1% consumers will be more prone to indulge in the purchase of
Thailand (Bt) 307,661 357,934 16%
Vietnam (VND) 40,096,740 84,292,724 110%
luxury goods and premium services in order to project images
Australia (A$) 88,234 107,829 22% of wealth
Source: Euromonitor
23. Stronger desire for luxury items, with Asian spending
predicted to double
Findings from Global Luxury Study: Findings from Asian Consumer Study:
30% of global luxury sales now occur
within emerging markets Asia now: 28%of world’s middle class
Asia in 2020: 56%
Average age of Asian luxury consumers is Asia in 2030: 70%
decreasing steadily
Asia now: Middle class just 23% of
Women are encroaching on traditional
total consumer spending.
male purchases (business attire, luxury
Asia in 2020: 42%
watches), as women’s spending becomes
Asia in 2030: 54%, more than five times
increasingly independent
that of North America
Luxury product usage has crept in to more
casual occasions
Source: Bain & Company Global Luxury Study, 15 May 2012 Source: http://www.asianconversations.com/AsianConsumer.php
25. Asians are marrying later or not at all
The mean age of marriage has risen by % of unmarried women in their 30s in Japan, Taiwan, Singapore
5 years in some countries in 30 years and Hong Kong has spiked.
Source: Asia Research Institue via The Economist 20 August 2011
26. Governments are actively trying to encourage love
whilst young adults turn to social sites and apps
Government body created to matchmake singles in Asians are going online to look for prospective partners
Japan, Singapore, Seoul and Taiwan, which have
Mthly Searches for 'Singles' Mthly Searches for 'Dating'
some of the lowest birth rates globally Global 20,400,000 7,480,000
Malaysia 165,000 22,200
Phillippines 49,500 301,000
Indonesia 22,200 90,500
Singapore 18,100 74,000
Taiwan 12,100 18,100
Taiwan 9,900 14,800
Hong Kong 8,100 33,100
Source: Google AdWords for Asia 2012
28. Rise and fast adoption of new gadgets have filled up all
the space in between moments in life. A similar piece of
content is now ubiquitously available across multiple
screens. There’s no more long breaks….it’s just
play…pause…play..pause…play. Astro cable tv launches Astro
on-the-go streaming video
across multiple platforms
12am 1am 830am 1230pm 730pm Google officially launches
Previous night Right before On the way to During lunch At friends place Youtube in Malaysia
on TV bedtime work break
Maxis launches IPtv
29. New platforms continues to dilute attention of
consumers
Astro, a cable TV in Malaysia launches NJOI with one time set
up fee offering free pay TV without Media Prima channels.
42% of digital consumers across Malaysia and Singaporewatch
TV from unofficial sources.
Digital consumers in Malaysia spend more time accessing the Youtube Unique Visitors /
7.7M
internet than any other media at 20 hours per week. This is month
almost double the amount of time local consumers spend % Reach 66.3%
watching broadcast TV at 11 hours per week. Avg Daily Visitors 1.5M
62% of digital consumers stream videos across multiple Avg time spent per day 25 minutes
platforms on a weekly basis Avg time per session 13.5 minutes
Source: AC Nielsen digital consumer report, Press releases, Youtube research
