Enter the Dragon
Zaheer Nooruddin
Social Media Marketing
Digital Communications
Asia Pacific
9 months ago
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In its very first day of release, the Burson-Marsteller Asia-Pacific Social Media #Infographics Booklet has received a lot of positive attention. I wanted to share some background on how we designed the booklet and conceived of the idea in the first place. The project was born out of two different perspectives.
The first perspective: Burson-Marsteller’s – and D/BM’s – data-driven approach to Digital & Social Media Strategy engagement. An Evidence-Based imperative is THE central platform and promise of Burson-Marsteller in Asia-Pacific and globally, and it is always with evidence as the starting-point that we align our strategies and counsel clients in the integrated communications and public relations spaces. The second: our collective fascination at the firm in Asia-Pacific with new forms of digital storytelling. We’ve seen that data visualization is a potent, new form of digital storytelling. Infographics form the basis for some really cool opportunities to show data in what are, ultimately, more engaging and interesting ways for the viewer. So, these two lines of thinking, combined, were the basis for the project. Gathering the right data sets was important for us. We felt that the internet and social media landscapes of Asia-Pacific markets, was of most relevance for our first series of data visualizations. Putting media consumption trends into context was important too. We felt that, showing internet penetration trends, and overall populations of each country, gave our data set a complete and well-rounded picture for the viewer - our challenge and goal.
Burson-Marsteller Asia-Pacific’s Social Media #Infographics E-Booklet (August 2011).
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In terms of overall trends, while we worked on designing these infographics, I came to see three macro-trends.
RAPID GROWTH - YET, THE BEGINNING
The first and more obvious one that stands out for me is just how rapidly the internet in reaching more people in Asian markets - from China to India to Vietnam. Perhaps there is no market where internet penetration growth rates over the past decade are not in the triple digits. Even developed markets such as Japan, South Korea, Taiwan and Hong Kong, have shown hundred plus percent growth rates. And developing markets like Indonesia, India, China and the Philippines have shown thousand percent plus growth rates.
Of course, the big story in internet penetration is Vietnam, clocking in at a phenomenal twelve thousand percent in the last decade.
NEW, YET SAVVY
The second is that, despite the internet being an emerging medium to so many millions of users in Asian markets who find themselves coming online for the first time every day, users are remarkably sophisticated in their general usage patterns and media consumption habits. Asians have proved themselves to be early adopters of social networking and social media channels. They are quickly connected and are extremely adept collectively, at sharing information, ideas, news, and opinions online. The internet is relatively “new” to parts of Asia, and yet, at the same time, it is already so pervasive and powerful.
DIVERSE ASIA
The last, is the sheer diversity of the region. Let’s never forget just how diverse our region is. In Asia, there are no two countries that can claim to have the same popular online and social media channels. Each country in Asia has its unique patterns of internet, mobile, and digital channel consumption - with their own nuances of language and media - online and social.
What this set of social media landscape infographics represent to me, more than anything else, is the awe-inspiring multiculturism of the Asian continent and the Asia-Pacific region. This is a trend that will no doubt persist with time.
The Burson-Marsteller Asia-Pacific Social Media #Infographics E-Booklet is truly a treasure trove of digital information about our region.
I hope you find it as useful as we found it fun to design.
- Zaheer Nooruddin is the Lead Digital Strategist for Greater China, and Head of D/BM at Burson-Marsteller Asia-Pacific.
1 year ago
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Paid search and technical SEO is just a step in the battle for content visibility online. Companies will understand this point and invest more in targeting audiences via the seeding of digital messaging wherever they live online - in SNS and forums.
The potential and power of searching for information in real-time using the social web has recently been thrust into China’s spotlight as netizens tapped into social networks to reunite missing children with their parents.
Dr. Yu Jianrong, a professor of the Chinese Academy of Social Science, set up a Sina microblog account encouraging netizens to post photos of missing and young beggars.
To date, the microblog has posted 1,000 photos, gained 100,000 followers and reunited six children with their families.
- Zaheer Nooruddin is the Director and Lead Digital Strategist for Greater China at Burson-Marsteller Asia-Pacific.
1 year ago
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Join Burson-Marsteller’s Greater China Lead Digital Strategist Zaheer Nooruddin at the Social Media Week Hong Kong [tweet #SMWHK] tomorrow, Friday, the 11th of February, at Pure Bar in Central, Hong Kong, for a lively discussion about All Things Social and what it can meanto your career and business.
Or watch the live-stream here. http://www.livestream.com/smw_hongkong1
