Customer-obsessed marketing

How Can You Define The Right Social Approach And Tactics In Asia Pacific?

Xiaofeng Wang
Senior Analyst
November 30, 2016

Marketers in Asia Pacific are increasingly investing in social marketing — and they expect great returns on their investments. Our latest report tells how to Understand Social Consumers To Achieve Marketing Success In Asia Pacific and uses Forrester’s Social Technographics® model to better define the right social approach and tactics in the region in three steps:

  • First, study whether your audience uses social media to interact with brands. Based on social savvy, we categorize audiences into four groups: Social Stars, Social Savvies, Social Snackers, and Social Skippers.

Highlights: Metro Indian (Social Stars) and metro Chinese consumers (just three points shy of being Social Stars) are the most social-savvy and demand social interactions with brands.

  • Second, find the phase of the customer life cycle in which your audience uses social media. To succeed, focus your social strategies on the life cycle stages where your customers are most likely to use social tools: when discovering, exploring, buying, using, asking, or engaging.

Highlights: China and India are also the two markets where social commerce may have the best chance; each has an extremely high social buy score.

  • Third, see which social behaviors and sites your audience prefers. The Social Technographics Intensity Matrix reveals the social behaviors your customers engage in and the types of sites where they engage in those behaviors to decide your social tactics.

Highlights: Consumers in South Korea are less active on social networks than their peers in Hong Kong and Australia because the local mobile messaging app KakaoTalk is more popular than Facebook.

To get more insight into Asia Pacific consumers’ social behaviors and expectations — such as why consumers in Hong Kong, South Korea, and Australia are Social Savvies and why Japanese consumers are Social Snackers — and learn which social marketing strategies and tactics are right for them, please read the full report.

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