The State of Social Media in South-East Asia report, published by Econsultancy in partnership with ClickAcademy Asia, the Digital Commerce Association of the Philippines (DCOM) and the Indonesian Digital Association (IDA), looks at the extent to which companies are committed to social media, the platforms and technologies they are using, and the challenges they face in improving their capabilities in this area.

The report is based on a survey of nearly 550 marketing, digital and ecommerce professionals based in Indonesia, Malaysia, the Philippines and Singapore. There are also individual presentations available for each of the four countries.

What you’ll learn

The survey findings are divided into the following sections:

  • Social media activity, platforms and technology
  • Measurement and return on investment
  • Budgets and resourcing
  • Integration, barriers and trends

Key findings

  • 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.

Who should read this report?

The report is essential reading for both in-house marketers and agency professionals based in South-East Asia, as well as those outside the region looking to conduct business in SEA, who want to understand how the social media marketing landscape is evolving in the region.