edelman digital x brandtology, asia pacific digital brand index ::
Monday, October 26th, 2009
:: as I think most of you know, I’m a strategist at Edelman Digital Asia Pacific. As such, I just wanted to share some news.
Together with our partner Brandtology, we launched the Asia-Pacific Digital Brand Index (DBI), a regional study of online conversations about big tech brands covering 10 markets (Japan, Korea, Mainland China, Hong Kong, Taiwan, Malaysia, Indonesia, Singapore, India, and Australia). The study captures and distills 800,000 mentions of 233 major technology and telco brands on over 4,000 sites.
For more details and market-by-market data / fact sheet downloads, link here. [Google was #1 and Dell was #10, link here to found out the rest of the top 10.]
The study’s analysis and insights are quite telling.
One of the key take-aways for me (something John Kerr, Edelman Digital Asia Pacific head discusses more here) is that while having a consistently aligned social media strategy across Asia markets on a macro objectives level is crucial, tactic execution needs to be locally contextualized to ensure success. The nuts and bolts of brand engagement simply won’t work uniformly across such diverse social media environments.
The study also puts forth an interesting series of indices that help local and regional marketers find measurement benchmarks around important areas like Internet word of mouth conversation volume, engagement (or mentions per unique voice), channel volume / breadth, etc. All very much worth checking out.
To learn more, feel free to get in touch:
Also, see below for a video of John Kerr giving a quick overview of the study. To better understand the study’s methodology, link here. // AjS
[Full disclosure: Edelman and Edelman Digital represent technology brands around the world, many of which are included in the Edelman Digital Brand Index.]
