Evolution of Social Commerce in Asia Ayaz Akhtar, Country Manager Hong Kong, SSI
Agenda #From Like to Buy #System of Trust
Generation X 1966 to 1980 Generation Y 1981 to 1995 Generation Z 1996 to 2001 7 markets 3,500 respondents China Japan Philippines Thailand Singapore Indonesia Australia
Social Landscape + Social Application + Social Understanding SSI Global Consumer Panel Carat s APAC media agency insights Voxpopme svideo Response Technology
Methodology The Challenge To engage the 3500 respondents across APAC to tell their stories about and experiences with social media The Approach A three step approach was used, combining digital capture of text, audio and video responses Capture Analyse Share
Video in Numbers Participation rates ranging from 3.4% to 10% + 5.8 hours of video collected across all territories in 60 second format. Average word count of 39+ calculated with instant transcription
Social Media Landscape in APAC Frequency of Social Media Usage (% Online Users) 100% Rarely Sometimes Often Always 80% 60% 40% 20% 0% Indonesia Singapore Thailand China Philippines Australia Japan Internet Penetration 31% 82% 56% 50% 43% 93% 91%
#Social Presence
How do people consume information in social media? % of Social Media Activities Consumption 1. Watch videos 63% 2. Like an article or post 61% 3. Read an article or post by an individual 57% 4. Check the profile page of an individual 49% 5. Read an article or post by a company 36% 6. Check the profile page by a company 28% 7. Buy products or services 27%
How do people share information in social media? % of Social Media Activities Sharing 1. Share photos 60% 2. Send instant messages 55% 3. Comment on an article or post 51% 4. Post status updates 50% 5. Share an article or post 48% 6. Send or post private tweets 26% 7. Sell products or services 16% 8. Send or post public tweets 7%
The need to curate and present appealing images Transcription Sentiment Analysis QA Search & Filter Theme Explorer Social Life Personal information Rich + Varied Societal role Personas Dif. Faces Relationships Control
Social Presence #Many consumers spend a significant amount of time curating each form of expression they share in their online space #Placing value on providing quality content to connect to multiple audience in their social network.
Social Presence #Ensure that branded content affords the same care, detail and diligence customized and curated to the right target in the right place # Landing a strong social strategy amongst key influencers who are more likely to actively engage with content can positively impact many consumers Provide quality and relevant content in creating successful conversation -H Paul Grice
#From Like to Buy
How consumer s appreciation of VALUE EXCHANGE is shaping 42% #42% of users turn to social media to inform their purchase decision
How consumer s appreciation of VALUE EXCHANGE is shaping 56% #42% of users turn to social media to inform their purchase decision #56% of users reach a purchase decision with the help of the friends
Social commerce gaining momentum in Asia % of Social Media users who Purchased in Social Media #Fashion clothing leads the social commerce race Skincare 30% 33% 40% 28% 30% 21% 10% Indonesia Singapore Thailand China Philippines Australia Japan
Social payment bridges the gap between social media and e-commerce Transcription Sentiment Analysis QA Search & Filter Theme Explorer Connected Comfortable Online Authentic Security Social Convenience Experiential
From Like to Buy #Work with key influencers that will help convert followers into buyers #Tap into social media brand listening strategies # Explore key consumer motivations and tailor your offers accordingly
From Like to Buy #Be selective and ideally exclusive with your payment partners #Factor in the growth of mobile by making social offerings device agnostic
#System of Trust
Concerns around social media privacy I have started to make conscious effort NOT to share everything on social media 50% 45% 39% 50% 35% 47% 23% Indonesia Singapore Thailand China Philippines Australia Japan #protect their relationships #safeguard their reputation
Consumer tension around privacy is voiced over by our consumers Transcription Sentiment Analysis QA Search & Filter Theme Explorer Connected Helpful information Friends Family Aspiration Other People Inspiration Learning
Unlock privacy concerns by reinforcing value
System of Trust #Overall the majority of consumers are choosing to stay connected, accepting the trade off with a lack of privacy. #For marketers to cut through they need to use the data available to them to target consumers better through personalisedpromotions and even payment methods
System of Trust #Reinforce the value of getting customer data The individual s desire for privacy is never absolute, since participation in society is equally powerful desire..
Final Thoughts #Consumer s open recognition and appreciation of the VALUE EXCHANGEultimately builds CONSUMER EMPOWERMENT - driving growth of both social and commerce #The immense value of social connectivity and evolution of social media provides new opportunities that both insight professionals and marketers need to tap into
Thank You!