Another year draws to a close and 2018 fast approaches, but it’s business as usual at Isentia offices across the globe. Mediaportal is now available in Korea and Taiwan, and Asia Pacific continues to be a highlight for Isentia’s Media and Intelligence business.
We spoke with David Liu, Chief Executive, Asia, and Sean Smith, Chief Executive Media & Intelligence, to get their insights on how Isentia will continue their expansion into Asia.
Isentia’s growth in Asia Pacific has been positive for the business for some time. With the recent launch of Mediaportal in Korea and the addition of Taiwan to the portfolio, can you share your thoughts on the journey in Asia so far?
David: From my point of view, if any company wants to launch in a new country, the key is a flagship brand, or product. What we would like to see is Isentia moving from more than just a company name but to a strong and recognisable brand. The exciting aspect about our future in Asia now is that we have a product that can really help us to build our presence in the market. The launch of Mediaportal in Korea and Taiwan really marks the beginning of a new chapter in the launch of Isentia in Asia.
Mediaportal is a very powerful tool that provides a lot of clarity to our clients on what our capabilities are. Anybody can say ‘we monitor media’ but with Mediaportal, what we can do means so much more and it’s going to make it easier for us to continue to build the brand in the region.
Especially with the capabilities Mediaportal brings:
• Metadata applied to local sources
• Multilingual content when it’s available
• A user interface in English, Korean and Traditional or simplified Chinese
Having this portal in very unique countries like Korea and Taiwan, where the media landscapes are not in line with any other international market, gives us the insight and confidence to expand our services further and faster. As a business we haven’t actually changed anything that we can do at the core, but it’s much easier for the team to tell the story of what we can help clients achieve.
How have clients received Isentia’s new product offering in Korea and Taiwan?
David: The reception in Korea has been incredibly positive. The fact is, the decision making processes in companies in these markets are typically longer than most countries, so there’s still a lot of opportunity there for us to sign on more clients than we already have. I’m confident it’s going to be a real breakthrough for us.
Taiwan is just as promising! We’ve recently launched and already signed our first round of clients. They’re coming over from competitors after seeing a demo of a prototype. So you can see that there was already a buzz building there. Of course, the client services team are really excited about Mediaportal, too.
Sean: The other key point to add to this is that this is the first time we’re taking a single platform approach to Asia. We’re simplifying what we do by retiring a series of smaller platforms and outputs & providing a superior, whole-of-company approach. In doing this we will give our clients the best media intelligence service and make it more seamless to our clients to go get regional or global servicing.
The important thing to emphasise again is that we’re delivering a Mediaportal experience which has been adapted to the client needs of each market. Mediaportal will have a multilingual UI and be able to receive content and data from any Asian language.
Sean, I know you’re heading over to Hong Kong and China really soon, can you tell us a bit more about what that trip will entail?
Sean: My time in Hong Kong and China will focus on getting both these markets ready for Mediaportal. There’s a big change management process that David and I need to work through in order to enable our teams and ensure a successful release of Mediaportal.
Launching in Korea and Taiwan was exciting because both were new markets, and there was no legacy to contend with. This isn’t the case when we go live in Hong Kong and China. We’ll introduce a new platform, and a key challenge will be enabling our people and clients so that Mediaportal is easy for them and improves the service. We already deliver the market leading media intelligence service in Korea, Taiwan, Australia and New Zealand. We now want this to be the reality in Hong Kong and China.
So we are coming together to build the internal culture and knowledge. What David brings is the skills, expertise and leadership in doing business in Asia, while I bring my experience in Media and Intelligence – we meet in the middle and will work towards a shared goal of releasing Mediaportal in Hong Kong and China and all other markets. Isn’t that the plan David?
David: [laughter] We’re really happy with the way we have structured this because what we have is someone who really understands Mediaportal through his experience and leadership in Media and Intelligence. The support in implementation, positioning and communicating the value of Mediaportal is fantastic and will really help our teams to expand their knowledge.
David: Well as you you’ve already pointed out, the landscape has been rapidly changing and becoming more digitized. I think the difference in Asia is that the capturing of data is actually easier than before because there is less print (print media requires more complexity to capture and costly) and maybe less in broadcast. A notable change in the media landscape is that there is more online news and social –with the digital growth, everything is moving on to the cloud. If you’re not using a platform with the power of the cloud, how will you contain all the data?
Another key point, as well as fast paced growth, is the demographics across the Asian population. For the most part, it is a younger subset. For example the median age of the Vietnamese population was 30.4 years in 2015. This has a big impact on the adoption curve to digital and how media is consumed now and into the future.
What does it take to succeed? And what can we do to bring all that together?
Sean: We know Mediaportal is a great product and that our clients in other markets use it successfully every day to help manage the media and stay informed. Getting the change process right will be critical. We need to make sure our people become experts at using Mediaportal and understand how to show case to our clients so that they can see the benefits it will bring to them as professional communicators.
Secondly the media market is very different in Asia, not just as a region, even as we look country to country. As David has pointed out it is more digitally driven – so online news and social media will be key. Isentia has always had depth of content and data and in Asia this will be no different. In addressing this, we have got to be smarter – the volumes of data in Asia are infinitely bigger. Managing volume and noise for our clients is that we do, by getting the relevant sources to our clients at the right time.
Can you outline what each of you view to be the key competitive advantages that Isentia have over other key players in market?
Sean: We have the greatest reach and can provide our clients with the relevant content and data that they need to stay informed. We do this through a single platform (Mediaprotal) and clients can access this through the web, mobile apps or any device. Importantly Isentia monitors any media type – whether it is print, broadcast, radio or online news – we cover it all. Our clients will have the confidence that they are fully informed. This is unique, as what I see of most other players in the market is they only cover one or two media types.
Another key difference is what Isentia does with all that content and data, through our relevance engines. We make sure that we get the right information to our clients at the right time. We shield them from the noise!
Lastly, it is the strength of our people, we are local and operate in every country. Our teams will understand the media landscape and clients in each country individually.
How do you both collaborate and come together to bring some of Isentia’s strategic objectives to life?
Sean: We talk all the time! We have regular meetings and when needed I spend time in Asia. We stay connected and touch base on all the important points and have very open and robust conversations about what we need to do.
Again, we both bring different strengths to this partnership. David has the Asian knowledge, like people and sales, whereas I bring a range of experience across media intelligence, and that’s how we build a better business.
David: I think we have only one goal and is to make sure that we deliver the best client experience – that is how we really grow Isentia. We understand the client needs locally and I think Sean and his team contribute different industry knowledge and product insights so that our teams can deliver.
“Powered by Technology. Inspired by people” – What does this mean to you?
David: We’re in the business to help clients solve problems. We need our people to understand the client problem and the approaches we can take to help them solve it. But when it comes to implementation, we need technology to help with the complex media landscape world. I doubt any company successfully performs without technology and people going hand in hand.
Sean: I think it’s getting the best out of both. Our service is powered by technology, especially when you talk about the scale and volumes we now encounter. Our people help guide our clients through that busy 24/7 media landscape, and add value to what technology cannot already do.
Louise is an experienced content marketing professional who translates Isentia’s marketing strategy into impactful and effective marketing campaigns across multiple channels. As the Content Marketing Specialist for Isentia, Louise enjoys creating informative and engaging content for media and communications professionals.
Earlier this year, Kris Wu, 27, a Chinese singer and actor made history by becoming the first artist from mainland China to perform at the Super Bowl. The NFL also named him official Super Bowl LII ambassador for China. As one of the most influential young celebrities in China, Kris is also the first non-British brand ambassador for Burberry, and ambassador for the 2017 NBA All-Star Game in New Orleans.
To target the world’s most populated market and to be better engage with over 200 million millennials in China, more and more multinational brands are collaborating with young Chinese celebrities. Especially those with high commercial value and significant social media influence. For example; Michael Kors partnered with Yang Mi, while Bally is working with Tang Yan, and Lancôme choose Zhou Dongyu as a brand ambassador.
Isentia’s recent social media analysis report “The hottest young Chinese celebrities that luxury brands should be following” reveals some of China’s young rising stars that may be next on the brand collaboration watch list, given their commercial value, reputation and highly visible lifestyle.
Download the full report now or read on for a sneak peek!
Case study:
SK-II partner with Leah Dou （窦靖童）
Leah Dou, born in 1997, is the youngest brand spokesperson for SK-II. Known for her rebellious, edgy but also cool attitude, including a distinctive chin tattoo, Leah is somewhat of a departure from the Japanese skincare brands traditional brand representatives.
As the daughter of China’s famous musician Faye Wong and Dou Wei, Leah is a unique Chinese celebrity and according to Isentia’s analysis, after a month from the launch of the “Your statement, your bottle” SK-II campaign, it contributed to 21% of SK-II’s social buzz.
In the past two years, SK-II has increased its marketing efforts in China by leveraging e-commerce and social media tactics crafted for the local market. SK-II’s Changing Destiney campaign has successfully aroused resonance among the Chinese consumers, and sales roared 50% in 2016 from April to December.
Tinna Nien , SK-II’s senior PR manager said in a media interview that to quickly adapt to the China market demand and tap into the millennial consumers, SK-II works with Leah to create diverse brand images, as she is not just represents young consumers but also symbolizes independent values.
However, the collaboration didn’t work for everyone. According to Isentia’s social media analysis, netizens expressed an ambivalent view on choosing Leah Dou as a brand ambassador as they felt she wasn’t a ‘right match’ with the brand. Sentiment then hit bottom and also triggered discussion around the push to be ‘younger’ and label those over 25, unmarried to be ‘leftover women’. Large amounts of Key Opinion Leaders (KOLs) however continued to blast positive articles and posts towards the SK-II x Leah Dou collaboration and KOLs followers expressed supportive opinions. The sentiment peaked and lasted around 10 days. Over 114 KOLs leveraged for promoting #‘生而由我，从心所欲BE THE PERSON YOU DECIDE TO BE #, SK-II seamlessly leveraged the KOLs to promote Tmall, Duty free and offline promotions.
China’s top rising stars:
So who are the ones to watch?
The raising social media e-commerce and fan economy creates a new direct-to-consumer model that enable brands efficiently convert the leads. In Chinese, people call the celebrities who are good at promoting and selling products via social media to their fans ‘Dai Huo Huang Di or Huang Hou’ (King or Queen of product sales). According to Isentia social media analysis, the brand or event co-mentions ratio of King or Queen of product sales could up to 20% to 40%.
Using our powerful media listening tool, along with bespoke framework and extensive keyword iteration list, Isentia’s award winning media analysis team identified the latest popular influencers based on real data and their ability to impact sales through brands collaborations.
Celebrities born after the 1990s have become popular on Weibo since they garnered high buzz volumes thanks to TV dramas and shows. “孟子坤 Meng Zikun”, “周震南Zhou zhennan”, “马伯骞 Ma bosai” and “赵天宇Zhao tianyu”, were all known thanks to the TV show “The coming one” (明日之子.
To view the full celebrity rank and download the full report, please visit:
Omni-channel marketing provides a seamless experience, regardless of channel or device. This allows customers to engage with a company in a physical store, a website, mobile app or social media.
With more than 600 million internet users and more than $US899 billion in online spending, China is the world’s biggest online shopping market and one of the most digitised countries. As the e-commerce market continues its meteoric rise, it's now more important than ever for businesses to implement omni-channel marketing strategies that deliver a consistent experience across online and offline platforms.
Whether it’s insurance or luxury brands, the omni-channel marketing experience is essential for businesses looking to thrive in China.
A look at the e-commerce landscape in China today
A report by EY found that in 2010 only 23 per cent of China’s urban population shopped online. Last year, China’s consumers accounted for 42.8 per cent of the world’s e-commerce sales and this is projected to rise to nearly 60 per cent in 2020 – almost triple what it was a decade prior.
The increase in smartphones in China has contributed to this growth in e-commerce. The same EY report found that in 2014, there were more than 780 million active smartphone users across the nation, and around 25 per cent of customers made purchases through their mobile phone on a weekly basis. Even in rural areas, which have less than 20 per cent internet penetration, more than 60 per cent of consumers are e-commerce users.
Tips on creating a successful omni-channel marketing strategy
Given the prominence of e-commerce in China, it’s essential to have a strategy in place that creates a seamless experience across third-party websites, your own website and any bricks-and-mortar stores you may have.
If you want to implement an omni-channel marketing strategy for your business in China, here are a few tips to help it thrive.
1. Be on third-party websites, but do it well.
China’s top 10 favourite websites are all e-commerce sites – including TMall, JD, 51Buy and Amazon China. In order to reach the maximum number of consumers, it’s important to be on third-party websites. To protect your own brand identity and image, it’s vital to collaborate with third-party providers to make sure your brand’s merchandising, pricing and product descriptions are consistent with your other sales channels.
2. Ensure a consistent customer service experience.
As customers access your business through multiple touchpoints, it's essential that their experience is the same no matter where they go. Whether a customer orders from TMall, receives their product from a third-party delivery company or complains over the phone, it’s imperative they receive the same level of service to avoid conflicting experiences with your brand. To do this, identify the key touchpoints with customers in your business, and focus on creating processes and controls to ensure these experiences are up to your business’s standard. It doesn’t hurt to try a mystery shopper either, to help you identify any holes.
3. Focus on the data.
Consumers behave differently on third-party websites than they do in stores, over the phone and at an online store. In order to ensure you’re getting the most out of your different sales channels, dive into your data to see which channels are performing best and where further investigation or improvement needs to be made. Key insights to look for include abandoned shopping carts on your own website versus on third-party websites, which products are popular on different channels, satisfaction rates and exchanges or returns on third-party sites versus your own.
Ultimately, China’s growing e-commerce market holds an incredible amount of promise for local and global businesses.
With the right omni-channel strategy and attention to market innovations, businesses stand the best chance of capitalising on the booming online shopping industry.
The rising cost of living is not just an issue in Australia but a global concern that affects countless individuals, with people facing the daunting challenge of affording basic necessities while striving to maintain a decent standard of living. It’s a topic that can touch a nerve for many, but it’s also a dynamic conversation that drives the media, public opinion, and individual experiences.
What’s driving the cost of living concerns?
A range of factors are driving the cost of living in Australia, with some having more of an impact than others. Using data from our sister company, Pulsar, inflation (as the overarching issue) is gaining the most media coverage as the price of goods and services continues to increase over time.
Source: Pulsar TRAC, 1 Jan - 30 Jun 2023
The chart also shows the rise in energy costs, interest rates, and housing prices (rent and mortgage prices) as other main drivers for cost of living concerns. As energy prices continue to increase, households are feeling the pinch as their expenses soar. And when it comes to housing, whether it's the skyrocketing rent or the burden of increasing mortgage payments, many individuals and families are finding it increasingly challenging to secure affordable accommodation.
Let’s take a closer look at these topics.
Energy fuels the discussion
Energy sources and prices are hot topics in the media, impacting households, affordability, and vulnerable populations. But a troubling discrepancy emerged in the May 2023 Budget: businesses got more attention than households in energy relief measures. Surprisingly, only 13% of media coverage focused on the struggles faced by individuals, while a whopping 29% centered around the politics and policies of Australian businesses. This raises valid concerns about whether the media is truly addressing the needs of Australian communities.
Sectors feeling the heat of media scrutiny
Media outlets play a crucial role in shaping public opinion and influencing the cost of living. When it comes to specific energy sectors, they have become the subject of intense media scrutiny. Data from our Energy Transition report shows that coal and gas are in the hot seat, with a significant portion of media coverage - 43% for coal and 26% for gas - dedicated to discussing these fossil fuels. This media focus highlights the ongoing conversations surrounding the environmental impact of coal and gas, their contribution to climate change, economic considerations, and the urgent need for policy changes to transition to cleaner energy sources.
Feeling the pinch
The cost of living crisis goes beyond numbers; it’s intertwined with the housing market and interest rates. Escalating housing costs, fueled by rising prices and interest rates, can put immense strain on household budgets, leading to financial stress and widening economic inequality.
But the conversation doesn't stop there. The story behind the data is clear: the cost of living is an issue that affects us all, and the media plays a crucial role in shaping and amplifying the conversation. Google searches and social media activity reflect people’s ongoing concern about the weight of living expenses, especially around RBA announcements. Anxiety emerges as a dominant theme, with a staggering 93% of media coverage highlighting the keyword.
Source: Isentia (print, online, broadcast), Pulsar TRENDS (Twitter), Google Trends, May 1 - July 30 2023
Data from the Australian Bureau of Statistics shows living costs have reached an all-time high. Over the past 12 months, all living cost indices have risen between 7.1 percent and 9.6 percent for all households, compared to a 7 percent annual increase in inflation.
The difference largely stems from living cost indices taking into account mortgage interest charges. Housing and interest rates have been the largest contributors to the rise in the cost of living, with home owners feeling the pinch from rising mortgage payments and renters feeling the brunt of it. According to the RBA, the average mortgage size in Australia has increased by 38% in the past decade. According to Pulsar data, unsurprisingly, 84% of Australians are left feeling sad about the cost of living.
Influential figures shaping the conversation
Data from the Pulsar Platform gives a visual snapshot of how several Australian and foreign individuals and groups are influencing the conversation, including politicians, economists, consumer advocacy groups, and business owners.
Source: Pulsar TRAC, 1 Jan - 31 May 2023. Influential people and organisations
Unsurprisingly, the Australian Labor Party (ALP) holds significant influence when it comes to shaping the cost of living conversation in Australia’s political landscape. As the governing body in Australian Parliament, their policies and initiatives subjectively bear the everyday Australian in mind, aiming to tackle the affordability challenges that many face. The ALP resonates with citizens worried about rising living costs due to its focus on income inequality, social justice, and fair economic policies. But are they doing enough?
Treasurer Jim Chalmers, along with other influential ALP members including Prime Minister Anthony Albanese, Chris Bowen, and Mick de Brenni, are leading the conversation in an effort to alleviate living expenses and promote income growth. Despite their desire to achieve these outcomes, the public outcry on Twitter shows the frustration Australians are feeling. The Prime Minister and Treasurer are in the firing line, with the public urging more action on the cost of living crisis.
How media intelligence can help you navigate the cost of living
Advocacy efforts can be significantly enhanced through the use of social listening and media monitoring. These tools allow you to effectively navigate the dynamic narratives surrounding the cost of living. By tailoring your advocacy approach, you can foster a more equitable and sustainable solution that brings positive change to communities and influences public opinion.
Additionally, by staying well-informed about the ongoing public discourse and trending discussions related to the cost of living, you can develop compelling communication strategies that effectively inform and engage your stakeholders.
Curious about how media intelligence can enhance your communication strategies to connect with your audience? Request a demo here, and our expert team will reach out to help you develop your communication strategies.
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Blog
The Story Behind the Data: Navigating the Cost of Living
The rising cost of living is not just an issue in Australia but a global concern that affects countless individuals. Within our shores, people are facing the daunting challenge of affording basic necessities while striving to maintain a decent standard of living. It’s a topic that can touch a nerve for many, but it’s also a dynamic conversation that drives the media, public opinion, and individual experiences.
Media's Lens: Framing the FIFA Women's World Cup Narrative
The FIFA Women's World Cup has taken centre stage as well as global communication strategies, drawing global attention as the media employs key themes to shape perceptions and illuminate the tournament's core values. From Viewing & Enjoying to Women in Sports, Rankings, Cultural Inclusivity and Representation, Marketing and Advertising, Community and Economy, these themes underscore the event's significance, lofty ambitions, and the collective aspiration for soccer's unifying power.
The media focuses on the excitement surrounding the game, not only because it echoes fans' optimistic expectations for the future of women's sports but also because this is entertainment with genuine fandoms. This strategic coverage not only provides professional athletes with a global platform to broadcast their values to the world but also weaves the Women's World Cup narrative into a vibrant tapestry of empowerment, inspiration, and unity, establishing an influential precedent for the evolution of women's sports.
Studying how news media engage viewers provides insights for organisations aligning their messaging with audience expectations. While WWC promotes women in sports, news media prioritise entertainment and women athletes. A tournament, usually hosted in inconvenient time zones, excites Australian and New Zealand non-sports and sports fans alike, emphasising the value of a localised global platform backed by the media.
Media trends drive organisations to adjust communication strategies. It signals organisations/brands to re-strategise their communications strategy when they observe media and viewer trends and their flow-on effects. For example, media coverage of the cup, focusing on its entertainment value rather than gender, and reporting on ratings, excitement, and atmosphere, demonstrates to organisations that it is a worthwhile channel to invest in and align their communications with.
Brand Strategies: Engaging Audiences Amidst the Soccer Spectacle
As the FIFA Women's World Cup captivates global attention, it becomes an arena for strategic brand engagement. Our friends at Pulsar provided key audience intelligence insights, helping us bridge the gap between news coverage and audience engagement. The tournament serves as a stage for brands to showcase their commitment to women's sports and connect with passionate fans on a deeper level with their messaging. Among these, a select few stand out, employing unique strategies, like broadcast presence, social engagement and news pickups, to drive forward their values while resonating with WWC’s diverse audience segments. These organisations took advantage of a phenomenon with broad appeal and positioned themselves to represent the themes driven by news media.
McDonald's and Social Engagement – Empowering Fan Participation and Interaction
McDonald's turns its spaces into soccer havens, fostering community engagement through earned content using social media ops and iconic backdrops. Macca's All Stars and personalised collectible cards connect fans, while initiatives like Macca’s Swings infuse playfulness. The Panini Football Stickers Happy Meal celebrates women's football by building fan dream teams.
Lays and Broadcast Presence – Amplifying the Thrill of the Game
With the biggest investment in TV ads for women's sports, Lay's "Taste of Greatness" commercial marks a historic partnership, fueling the excitement of the game. The #LaysGOALdenGiveaway transforms goals into winning opportunities, while the Ultimate Watch Parties and Fan Quest showcase the lively fan culture, bringing supporters together. Lay's top investment in women's sports aligns with how news media and audiences perceive women's sporting events.
Google Pixel and News Pickup – Highlighting Visibility and Advocating Equality
Google Pixel amplifies visibility with the "unblur" function and the campaign message of seeing individual players' diverse stories, thus advocating for gender equality. Partnerships with football associations and players empower Pixel FC members, while the advanced camera and AI technology enhance fan experiences, uniting fans on and off the field.
By exploring these communication strategies, we discover how the FIFA Women’s World Cup goes beyond being just a sporting event. It becomes a symbol of unity, inspiration, and a demonstration of the messages that resonate with audiences.
Sam Kerr: Icon of the Game and Her Diverse Fan Base
Sam Kerr's journey from aspiring athlete to global sensation exemplifies her exceptional talent and unwavering work ethic. Her iconic status isn't solely due to athleticism; Sam Kerr's genuine authenticity and relatable qualities forge connections with diverse supporters, as seen in the primary fan segments listed above. Her public image highlights how news coverage prioritises entertainment, appealing to a wider audience rather than just sports fans or those with a pro-women agenda.
Organisational messaging can use this to bring their purpose to a wider community. This illustrates a profound connection between the themes the news media emphasise and the messaging organisations should strive for, as demonstrated by Sam Kerr's influence.
Sam Kerr's influence spans diverse groups, including young women who are inspired by social influencers like Tanya Burr, dedicated sports fans who admire her tenacity, and the LGBTQIA+ community who identify with her. Understanding the most popular platforms and channels of her audience further indicates where messaging and brand positioning would be most effective, especially for organisations that aim to reflect the diverse fanbase Sam Kerr attracts. Her impact reflects the universal appeal of the Women's World Cup, bringing together people from diverse backgrounds and uniting them around values such as determination and breaking stereotypes. Sam Kerr's far-reaching impact is a beacon of hope for women's sports.
Getting off on the right foot with the right communication strategies
The FIFA Women's World Cup goes beyond showcasing soccer prowess, intertwining narratives of athlete popularity, partnership strategies, and media coverage. This exploration delves into Sam Kerr's journey, scrutinises the engagement strategies of major brands, and dissects how the media portrays the Women's World Cup. From Kerr's diverse impact on fans to organisations strategically amplifying their brands amid the tournament's excitement and media highlighting essential themes, a comprehensive picture emerges. This holistic perspective crafts a vibrant narrative of empowerment, unity, and inspiration.
As PR and communications professionals, these insights emphasise the potential to align brand narratives with a popular ethos, fostering impactful connections and advocacy that resonate within a changing industry and beyond.
Communication Strategies at FIFA Women’s World Cup
Media’s Lens: Framing the FIFA Women’s World Cup Narrative The FIFA Women’s World Cup has taken centre stage as well as global communication strategies, drawing global attention as the media employs key themes to shape perceptions and illuminate the tournament’s core values. From Viewing & Enjoying to Women in Sports, Rankings, Cultural Inclusivity and Representation, […]
