This is a summary of the report State of Social Media in South-East Asia developed by E-Consultancy
– Among the four countries surveyed, Indonesia will witness the highest average increase in social media budgets (27%), with organisations based in the other countries increasing their investment by less than a quarter on average.
– There’s evidence that in many cases investment in social media is being shifted away from other marketing budgets generally, with around half of marketers in Indonesia (50%) and Singapore (44%) saying that’s the case.
– The vast majority of South-East Asian marketers expect ‘increased use of mobile by consumers’ to have a significant impact over the next 12 months.
– As part of their overriding strategy for social media, three-quarters of organisations based in Malaysia and the Philippines feel the ‘need to improve’ their abilities for ‘engaging customers in dialogue’.
– South-East Asian companies are most likely to integrate social media activity with their search engine optimisation (SEO) and email marketing efforts.
– In Malaysia and Singapore, ‘lack of resources’ is the most commonly cited barrier, with nearly three in five (56% and 57% respectively) organisations saying that this prevents them from engaging in social media activity more effectively. ‘Company culture’ is a top barrier for half of Indonesian companies.
– For many organisations, ‘engagement (number of followers, comments, time spent, etc.)’ is the deepest level of social media impact that they can track.
– Organisations based in Indonesia and Singapore are most likely to have larger dedicated social media teams in place, with 47% and 24% respectively indicating that these consist of more than five persons.