Our Asia Pacific Digital Brand Index is back!
Edelman and Brandtology first started this study in 2009 to track and analyze online conversations around technology brands. This year, we conducted the study in six markets: China, Hong Kong, Indonesia, Malaysia, Singapore and Taiwan and tracked nearly 6.5 million conversations from June-August 2011.
Before we jump into the regional results, one point to keep in mind: we continue to see very distinct market-to-market differences, which supports our belief that hyper local programming is a critical success factor for campaigns. More on market-specific results, so stay tuned!
All technology companies want to be innovative, and be seen as innovative.
So we took the DBI a step further this time around, looking specifically at how often consumers associated a technology brand with the term “innovation.”
The list is dominated by Internet or consumer electronics brands:
Without further ado, the buzziest, or most talked about, brands in the region are:
Google, Facebook, Twitter and Sina Weibo are interesting standouts. Sina Weibo’s rank is a direct result of its popularity in China and the sheer volume of conversations happening in the country. Conversely, the relatively low ranking for Twitter, Google and Facebook are likely a result of the sites being blocked in China; there’s no way to know whether the three sites would be as popular in China as they are in other countries, but something to keep in mind.
We’ll be releasing results from other markets in the next few weeks so check back more updates.
Survey Methodology: The DBI was conducted across six key markets in the Asia Pacific region: China, Hong Kong, Indonesia, Malaysia, Taiwan and Singapore. The Asia Pacific Digital Brand Index monitors for trends amongst key technology brands from the following categories: Alternative Energy, Consumer Electronics, Internet, IT and Technology, Mobile and Telecommunications, and Software, across more than 21,000 popular online channels, including influential blogs, micro blogs, forums and online news outlets.
*A conversation is defined as one post, article or thread
**Average engagement represents the average number of individual voices talking about a brand
Disclosure: Edelman represents technology brands worldwide, including many that were studied in the DBI.