First Asia Pacific Digital Brand Index reveals which technology brands are the hottest among Asian Netizens

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. The study tracked 800,000 online mentions of 233 major technology brands, contained within 4,348 influential channels monitored between July and September 2009.

Using Brandtology’s Digital Conversation Management System (DCMS), online conversations in over 4,348 channels in eight countries were tracked over a period of three months from July to September 2009. These channels include blogs, forums, micro-blogs, news site and social networking sites in Australia, China, Hong Kong, India, Indonesia, Malaysia, Singapore and Taiwan.

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.”

For marketers who wish to delve deeper into the analysis, Brandtology’s proprietary technology also enable companies to identify the top opinion leaders (influencers), the sentiments of the conversations taking place and the overall sentiments towards each brand. The analysis can be segregated by country, channels and brand, thus allowing marketers to research and plan for country specific campaigns, allocate marketing dollars scientifically across channels and identify influencers to engage.

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.

Buzz versus Engagement

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, please refer to http://www.brandtology.com/index.php?cID=209

About Brandtology

Brandtology provides business and brand online intelligence services round the clock from its 24x7 Command Centers. Manned by trained specialists, Brandtology enables organizations around the globe to make timely and informed strategic decisions. Brandtology’s Digital Conversation Management System (DCMS) is powered by an intelligent opinion mining and ticket-processing system which aids organizations in listening to online digital conversations generated from blogs, forums, micro-blogs, news sites and other social medium. Brandtology serves a multitude of industries and public sectors in functions where online intelligence matters. Brandtology’s proprietary technologies, coupled with proven processes and trained specialists, enable clients to improve their brand equity, to increase revenue and to gain competitive edge. For more information, please visit www.brandtology.com

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Ashley Lim
Social Media Consultant
Brandtology
ashley.lim@brandtology.com

This release was published on openPR.