The first Asia Pacific Digital Brand Index (DBI), released by Brandtology and Edelman, revealed the top technology brands which are fervently discussed by Asian netizens. The DBI is the first research project in Asia Pacific to provide insights on the brands being discussed online and the most active channels where discussions are taking place.
Using Brandtology’
The study found that there were marked differences in the most-talked about brands across countries and identified the top channels in which these conversations were taking place. Slated to be released quarterly, this index will serve as a core tool for marketers to analyse the efficiency and return on their marketing investment, both online and offline.
“While social media is hyper-local in terms of influencers, topics and channels where conversations take place, benchmarking and comparison of performance is critical,” said Eddie Chau, Founder & CEO of Brandtology. “The DBI offers data and insights which brands can leverage to plan and execute more proactive social media marketing. It also serves as a means to measure the impact generated in terms of increases in conversation, channel presence, engagement levels, and therefore overall industry ranking. Any brand can lead in core rankings, with the right goals and social media marketing programs in place.”
Bob Grove, Asia Pacific Director of Technology, Edelman said: “Marketers know how critical online word-of-mouth is in the purchasing process, but there exists a digital divide between online engagement and marketing strategy. The Edelman-Brandtology DBI provides the much needed industry benchmark for companies aspiring to lead the digital marketing wave, and to move towards the “sweet spot’ where engagement meets efficiency.”
For marketers who wish to delve deeper into the analysis, Brandtology’
Using a combination of technology and trained professionals, Brandtology is able to analyse the online conversations taking place about businesses and brands with high relevancy and accuracy rate, thus allowing companies to efficiently sieve out the most significant conversations from millions of conversations and mentions online.
The traditional concept of quality versus quantity applies as much in the social media universe as it does in traditional media. However, the DBI takes this further by recommending two core indices which marketers can use to measure the impact of their online engagement strategy:
• Conversation Index: Ratio of individual instances of online branded conversations, versus the average instances of conversation for all brands locally. This indicates share of voice amongst consumers online.
• Channel Index: Ratio of total number of online channels (including social networking sites, forums, blogs and news sites) where comments about a brand are found, versus the average number of channels with comments for all brands locally. This is indicative of efficiency of channel engagement and targeting.
By calculating Average Engagement, the DBI also provides an indicative gauge of advocacy by measuring the average comments per unique person who talks about a brand.
Survey Methodology
The DBI was conducted across eight key markets in the Asia Pacific region, namely, Australia, China, Hong Kong, India, Indonesia, Malaysia, Taiwan and Singapore. Delivering deep online insight on a quarterly basis, the Asia Pacific Digital Brand Index monitors key brands from the following broad categories: Internet and Software, Consumer Electronics, Mobile and Telecommunications, Business and Consulting and IT and Technology, across a list of popular online channels – including influential blogs, forums, and online news outlets. The channels were selected by identifying conversations based on both qualitative as well as quantitative research.
For more information on the research and in-country results, kindly refer to http://www.brandtology.com/
For more information on the research and in-country results, kindly contact:
Ashley Lim
Social Media Consultant
Brandtology
ashley.limbrandtology.com
Rebecca Wong
Edelman Singapore
rebecca.wongedelman.com
