Social Australians And Positive Koreans

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I have written before about the need to change the mindset that many CEO's have about the effectiveness of their corporate web site.

The belief that "we build it and they will come" simply does not hold water any more. The term "web site" in itself is very 1990's.

It is the "network" that should be referred to, as the principle of engagement and personal interaction is paramount in building the brand and online buzz.

Being online where your market is should be the primary goal. The principal focus now should be on social media and any corporate web site should also have social media capability.

Nielsen reports that social media now dominates Asia Pacific internet usage:

"Social media usage has seen unprecedented growth in Asia Pacific in the past year and is now one of the most critical trends in the online sector."

The survey found that three of the seven biggest global online brands are social media sites – Facebook, Wikipedia and YouTube.

Close to three quarters of the world’s Internet population (74%) have now visited a social networking/blogging site, and Internet users are spending an average of almost six hours per month on social media sites. "

Some Key Findings:

• Koreans are most likely to relay positive comments in any review while the Chinese are most likely to to focus on the negative
• The Koreans are one of the most social engaged in the world
• The Japanese are the world's most avid bloggers and the percentage of twitter users in Japan now surpasses the States
• The Chinese admire grass root celebrities and track them.  The bulletin board is still a dominant platform
• Social media games are big in China and drive new users to to sign on.
• In India Facebook is rapidly making up ground on Orkut as the platform of choice for social networking

But it is the Australians who are the worlds most socially engaged .  Their focus is communities of interest, which explains why 62% of Aussies visited a forum or message board in 2009.  The professional network platform LinkedIn experienced 99% growth in a single year

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The 2010 Asian Digital Marketing Association Handbook

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Based in Hong Kong, this association produces one of the most valuable marketing resources in the Asia Pacific Region.Its annual yearbook contains a wealth of information . See the Boxnet file share at the bottom of this blog site to get a copy.

Some salient statistics to consider when developing your digital marketing strategy:

•  Asia Pacific internet uses spent more than 5.6 trillion minute online in 2009
• They bought an estimated $US7 billion dollars in virtual goods
• The influence of online friends when making a purchasing decision is notable
• Mobile shopping is undertaken by 80% of mobile users
• Australians spend more time on social networking sites than anyone else in the world
• The Asia Pacific region is home to the largest and fastest growing internet population in the world with 764 million users at the beginning of this year, compared to 995 million for the rest of the world combined.
• Search is an increasingly popular activity with the volume of searches rising 31% over the previous year.
• Half of the top twenty sites in the Asia Pacific region are based in China.

 Comscore's Data Passport for the first half of 2010 also supports these findings and the usage type varies quite markedly by region - charts below

Source: Comscore

Source: Comscore

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• Social Networking Habits Vary Considerably Across Asia-Pacific Markets (searchenginewatch.com)