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    Facebook usage is highest in the USA, UK, Turkey, and Indonesia. Asia accounts for 10.5% of Facebook users and is a fast growing market, with over 1.1 million users in Singapore. Some challenges faced in adopting social media in Asia include a preference for uniformity over standing out and a reluctance to share information or accept change. Aitken Spence Hotels, a hotel group in Sri Lanka, has found success on social media through a coordinated strategy involving most hotel staff on multiple platforms like blogs, Facebook, YouTube and Flickr. Engaging guests and sharing photos has helped drive $100,000 in additional sales. Successful social media practices include listening to customers, understanding each platform, and encouraging widespread employee

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    Social Media Observations 2010

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    Facebook usage is highest in the USA, UK, Turkey, and Indonesia. Asia accounts for 10.5% of Facebook users and is a fast growing market, with over 1.1 million users in Singapore. Some challenges faced in adopting social media in Asia include a preference for uniformity over standing out and a reluctance to share information or accept change. Aitken Spence Hotels, a hotel group in Sri Lanka, has found success on social media through a coordinated strategy involving most hotel staff on multiple platforms like blogs, Facebook, YouTube and Flickr. Engaging guests and sharing photos has helped drive $100,000 in additional sales. Successful social media practices include listening to customers, understanding each platform, and encouraging widespread employee

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    97 views16 pages

    Social Media Observations

    Uploaded by

    Digital Media Academy
    Facebook usage is highest in the USA, UK, Turkey, and Indonesia. Asia accounts for 10.5% of Facebook users and is a fast growing market, with over 1.1 million users in Singapore. Some challenges faced in adopting social media in Asia include a preference for uniformity over standing out and a reluctance to share information or accept change. Aitken Spence Hotels, a hotel group in Sri Lanka, has found success on social media through a coordinated strategy involving most hotel staff on multiple platforms like blogs, Facebook, YouTube and Flickr. Engaging guests and sharing photos has helped drive $100,000 in additional sales. Successful social media practices include listening to customers, understanding each platform, and encouraging widespread employee

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    of 16

    observations:

    SOCIAL MEDIA
    in Asia
    By : Robin Low
    facebook statistics
      Usage vs. Country (Top 10 Countries on Facebook Dec 2009)

    120,000,000

    100,000,000

    80,000,000

    Usage 60,000,000

    40,000,000

    20,000,000

    0
    USA UK Turkey Indonesia France Canada Italy Philippines Spain Australia
    Country

    Asia - 10.5% Users, fast growing Market


    Singapore > 1.1 million users
    http://www.nickburcher.com/2009/03/facebook-usage-statistics-by-country.html
    Facebook usage statistics by country - Dec 31st 2009
    Rank Country Number of Facebook users 12 month growth % 6 month growth %
    1 USA 101,303,240 140.80% 46.00%
    2 UK 22,625,300 51.50% 20.90%
    3 Turkey 16,943,780 113.60% 36.80%
    4 Indonesia 14,681,580 1536.70% 126%
    5 France 14,290,700 117% 32.60%
    6 Canada 14,228,460 31% 19%
    7 Italy 13,272,760 137.60% 30%

    8 Philippines 8,387,560 2046.80% 208.40%


    9 Spain 7,701,200 196.70% 33.40%
    10 Australia 7,611,920 75.80% 25.70%
    11 Argentina 7,387,120 227.50% 50.60%
    12 Colombia 7,243,520 99.40% 25.80%
    13 Mexico 6,505,040 351.50% 78.50%
    14 Chile 5,808,020 39.90% 20.20%
    15 Germany 5,799,520 361.90% 84.90%
    16 Taiwan 5,490,300 4763% 701%
    17 India 5,397,480 403.80% 66.80%

    18 Venezuela 4,952,340 164.20% 38.40%


    19 Malaysia 3,975,640 367.50% 99.30%
    20 Sweden 3,066,180 80.70% 34.10%
    1 in 4 Facebook Users Come
    From Asia or the Middle East
    internet penetration
    internet users
    challenges faced (asian culture)
    • Uniformity – does not want to stand out
    • Does not like sharing information
    • One track mind and resistant to change
    • Lack knowledge management
    • Lack empowerment (Bureaucratic)
    • Does not like to be corrected
    • Risk Adverse
    Aitken Spence Hotels

    Kandalama Hotel, Sri Lanka


    • http://aitkenspencehotels.typepad.com/cor
    porate-blog/
    • http://aitkenspenceplc.wordpress.com/
    • http://maldiveslive.blogspot.com/2009/04/s
    ri-lanka-aitken-spence-opens-new.html
    • http://www.facebook.com/ASHSriLanka
    Aitken Spence Hotels (cont)

    Started Social Media in 2009


    • 21 blogs
    • Facebook pages (3000+ fans)
    • Youtube Accounts
    • Flickr Accounts
    • Twitter Accounts
    • $12MM LKR (US$100,000) sales in Nov 09’
    Aitken Spence Hotels (cont)

    • Social Media Strategy included most hotel


    staff members.
    • Core team run by IT department, and
    worked with PR, Marketing, HR and sales.
    • Inclusive effort to get everyone involved.
    • Giving value, good information, not offers.
    • Engaging guests, share photos and
    promote events.
    observations
    • As the number of channels increase,
    overall engagement increases at a
    faster rate.
    • Engagement differs by industry.
    • Financial performance correlates with
    engagement.
    • It Provides ” Multiple Communication
    Touch Points” 
    http://jeffbullas.com/2009/07/21/report-reveals15-best-practices-of-social-media-implemented-by-the-top-100-brands/#comment-2005
    best practices
    • Start with a plan, not tactics.
    • Listen to public
    • Understand how each channel provides
    a different dimension of engagement
    • Centralize coordination
    • Find champions who can explain and
    mitigate risk.
    • Be in it for the long haul
    http://jeffbullas.com/2009/07/21/report-reveals15-best-practices-of-social-media-implemented-by-the-top-100-brands/#comment-2005
    best practices (cont.)

    • Pick channels carefully.


    • Spread engagement to employees beyond
    the social media team.
    • Open the platform to anyone and everyone.
    Encourage employees to tap into social
    media to get work done.
    • Engage in new channels where people
    already are.
    • Support engagement as an extension of the
    company culture.
    http://jeffbullas.com/2009/07/21/report-reveals15-best-practices-of-social-media-implemented-by-the-top-100-brands/#comment-2005
    best practices (cont.)

    • Be conversational from the start.


    • Be transparent with intentions.
    • Modularize and synchronize content
    across channels.
    • Commit resource and time to be
    successful.
    • Emphasize quality, not just quantity.
    • Welcome participation, feedback and co-
    creation.
    http://jeffbullas.com/2009/07/21/report-reveals15-best-practices-of-social-media-implemented-by-the-top-100-brands/#comment-2005
    Social Media is growing in Asia,

    DON’T get left behind


    Twitter: dmediaacademy
    Blog: http://digitalmediaacademy.blogspot.com/
    Facebook: http://www.facebook.com/digitalmediaacademy

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