MOBILE, SOCIAL & ME THE ARSENALS OF DISASTER & HEALTH - PowerPoint PPT Presentation

MOBILE, SOCIAL & ME THE ARSENALS OF DISASTER & HEALTH ISSUE COMMUNICATIONS

TRUST IS EVERYTHING “The three things necessary for government are weapons, food and trust. If a ruler can’t hold onto all three, he should give up the weapons first and the food next .” — Confucius WITHOUT TRUST WE CANNOT STAND.

EDELMAN'S 13TH ANNUAL SURVEY, LARGEST GLOBAL EXPLORATION OF TRUST ONLINE SURVEY INFORMED IN 26 COUNTRIES PUBLICS • APAC SELECT COUNTRIES: 31,000+ respondents China, Japan, India, Malaysia, • 500 respondents in U.S. and China & 200 • 5 years in 20+ markets Singapore, South Korea, in other countries • Indonesia, Australia, and Hong 8 years in 10+ markets • Ages 25-64 Kong • College-educated GENERAL MARKET COMPARISONS • In top 25% of household income per age POPULATION Developed: US, UK, France, group in each country Germany and Japan • Report significant media consumption • Emerging: Brazil, Mexico, 1000 respondents per country surveyed and engagement in business news and Russia, India and China • Ages 18+ public policy • 2 years of data • 13 years of data Indicates Global Data

2013 2011 2012 Edelman’s GLOBAL 57 GLOBAL 55 GLOBAL 51 China 76 Brazil 80 China 80 Trust index: UAE 68 Singapore 76 UAE 78 Singapore 67 TRUSTERS India 71 Indonesia 74 After a year high of India 65 Mexico 68 China 73 distrust in 2012, 63 Indonesia Hong Kong 67 Netherlands 73 Shift back to neutral Mexico 63 UAE 66 Mexico 69 in 2013 Netherlands 61 Malaysia 64 Singapore 67 Hong Kong 61 Canada 62 Argentina 62 58 Indonesia 62 Canada U.S. 59 India 56 Malaysia 57 BIG CHANGES FROM Netherlands 59 Italy 56 Italy 56 2008 Brazil 55 Germany +19 Argentina 54 Canada 55 China +18 NEUTRAL Germany 55 53 Australia South Korea 53 Canada +14 France 54 Brazil 51 India +11 Sweden 52 Sweden 54 Sweden 49 Japan 51 UK 53 U.S. 49 BIG CHANGES FROM Australia 51 Italy 51 44 South Korea 2012 Spain 51 Australia 50 Poland 44 Germany +16 France 50 Poland 48 France +14 U.K. 41 S. Korea 47 DISTRUSTERS UK +12 Poland 49 Ireland 41 US +10 Ireland 46 Germany 44 France 40 Argentina 45 U.S. 42 Germany 39 Spain 42 Composite score is an average U.K. 40 Spain 37 Turkey 42 of a country’s trust in all four Russia 40 34 Japan institutions. Informed Publics Japan 41 ages 25-64 in 20-country global Ireland 39 Russia 32 Russia 36 total

APAC TRUST LEVELS HIGHER THAN GLOBAL AVERAGES TRUST IN INSTITUTIONS – APAC AND GLOBAL TRUST TOTAL : 58% TRUST TOTAL : TRUST TOTAL : 64% 60% TRUST TOTAL : 48% APAC Informed Publics Global Informed GOVERNMENT BUSINESS Publics 24% 16% 20% 17% Trust a Great Deal TRUST TOTAL : TRUST TOTAL : 66% 68% TRUST TOTAL : TRUST TOTAL : 57% 63% Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one MEDIA means that you “do not trust them at all” and NGOs nine means that you “trust them a great 22% 17% 25% 22% deal”. (Top 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics ages 25-64 and General Population

NGOs REMAIN MOST TRUSTED INSTITUTION; FOUR OUT OF FIVE MARKETS WITH HIGHEST TRUST IN APAC REGION TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS) 2008 67% of markets surveyed 2008 China: have a trust score above 50% 48% 2013 88% of markets surveyed 2012 have a trust score above 50% 81% 2013 83% 79% 78% 76% 76% 75% 75% 73% 74% 70% 67% 70% 69% 69% 68% 67% 66% 66% 66% 67% 66% 65% 64% 64% 64% 63% 63% 63% 62% 60% 61% 59% 59% 58% 58% 57% 55% 56% 54% 55% 53% 50% 53% 49% 51% 51% 48% 46% 41% 40% 37% 30% 28% N/ A Q11-14. [NGOs TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) and across 26 countries

Business BUSINESS TRUSTED MORE THAN GOVERNMENT IN Government 16 OF 26 MARKETS SURVEYED Trust in Government: 62% of markets TRUST IN BUSINESS VS. GOVERNMENT surveyed have trust score below 50% Trust in Business: 35% of markets GAP BETWEEN BUSINESS & GOVERNMENT GROWING surveyed have trust score below 50% Globally, largest gap since 2007* 82% 82% 81% 81% 77% 74% 74% 73% 64% 65% 65% 63% 63% 62% 62% 61% 60% 59% 60% 57% 58% 58% 58% 56% 56% 56% 53% 52% 50% 49% 49% 47% 48% 47% 48% 47% 48% 44% 44% 44% 44% 43% 41% 40% 40% 35% 33% 32% 32% 31% 30% 29% 20% 19% Q11-14. [Business in General and Government in General] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9- point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box , Trust) Informed Publics ages 25-64 in 26-country global total and across 26 countries

Me: Empowered ‘People like me’ now have more power and influence to make a difference 77% 73% 66% 58% 57% 57% 47% 41% 39% 37% 36% 44% 29% 26% 21% 20% 20% 8

CREDIBLE SPOKESPEOPLE 2013 2013 2013 2013 2013 2013 65% 66% 33% 51% 82% 69% ACADEMIC OR EXPERT TECHNICAL EXPERT IN THE 63% 71% 37% 66% 77% 67% COMPANY 61% A PERSON LIKE YOURSELF 46% 71% 31% 50% 69% FINANCIAL OR INDUSTRY 51% 49% 54% 15% 51% 77% ANALYST 51% NGO REPRESENTATIVE 50% 69% 20% 53% 59% 48% 57% 18% 35% 62% 50% REGULAR EMPLOYEE 34% 62% 22% 34% 73% 43% CEO GOVERNMENT OFFICIAL OR 36% 54% 15% 22% 54% 36% REGULATOR Q130-143. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be-- extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Very/ Extremely Credible) Informed publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE)

STEADY GROWTH IN TRUST IN MEDIA OVER TIME; RESULT OF DIVERSIFICATION OF OPTIONS AND STRONG COVERAGE OF SCANDALS TRUST IN MEDIA 2008 50% of markets surveyed have a trust score 50% or above 2012 2013 62% of markets surveyed have a 81% 80% 79% trust score 50% or above 79% 77% 2013 70% 70% 68% 65% 66% 66% 65% 65% 61% 61% 61% 61% 60% 61% 59% 57% 57% 57% 54% 54% 50% 52% 51% 50% 47% 49% 49% 47% 47% 47% 50% 48% 46% 45% 45% 45% 45% 43% 43% 42% 41% 42% 38% 38% 37% 36% 35% 33% 26% Q11-14. [Media in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Inf ormed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore, Turkey and UAE) and across 26 countries

SKEPTICISM AND DISPERSION REQUIRES REPETITION MAJORITY NEEDS TO HEAR COMPANY INFORMATION 3-5 TIMES TO BELIEVE MESSAGES 12% 4% ONCE (1) TEN OR MORE TIMES (10+) 14% TWICE (2) 6% SIX TO NINE TIMES (6-9) Q165. [TRACKING] Think about 35% THREE TIMES (3) everything you see or hear every day 29% about companies, whether it is positive or negative. How many times in general do you need to be exposed to FOUR OR FIVE TIMES (4-5) something about a specific company to 64% believe that the information is likely to be true? (Provide Space to Insert Number) Informed Publics Ages 25-64 in 26-country global total (excludes Don’t Know Responses) THREE TO FIVE TIMES

AND SO HOW DO WE USE THAT TRUST? • The world is more than just social. • It’s mobile too. • So let’s make our communications social, mobile and trusted.

MOBILE IS EATING THE WORLD • The growth of smartphone use is rapidly increasing • PC growth is rather stagnant, the future is mobile

MOBILE IN DISASTER MANAGEMENT • Nowadays, during a disaster, affected victims rarely recall government’s department or local news to look for information. They instinctively go to search engine • Mobile devices use increases as more conventional means of communication generally stop functioning

Google’s Disaster Response Page: Jakarta Floods – January 2013 “ As a company with so many high profile services that Internet users come into contact with — via mobile devices or desktops — Google’s efforts can help make a difference to those that are affected by natural disasters, either directly or via family and friends .” – TheNextWeb.com “Google has a mobile-optimized emergency page with location and contact information for shelters .” – Rappler.com

Google Disaster Response Page - Info