1. IAIN TWINE, CEO, EDELMAN SOUTH EAST ASIA & AUSTRALASIA
Tell your story well
IAIN TWINE, CEO, EDELMAN SOUTH EAST ASIA & AUSTRALASIA

2. TODAY, WE WILL COVER QUICK OVERVIEW OF EDELMAN
SNAPSHOT OF EDELMAN TRUST BAROMETER
A LOOK AT THE DISRPUTING COMMUNICATIONS WORLD
THOUGHTS ON HOW LOCAL GOVERNMENT CAN PLAY IN THIS NEW WORLD

3. WHAT WE DO Promote Protect Evolve
See around the corner to predict what will happen, listen to community feedback and adapt the strategy for brands. You must have action before communication.
Grounded in our storytelling heritage, with ideas designed to start movements, with an emphasis on experiences that are true to life and add value to relationships.
This goes beyond crisis management. We need to hold the organization to its promises where it matters most, on issues as diverse as human rights, tax and product safety. Globalization and transparency are the game changers.

4. OUR HERITAGE IN WORKING FOR POLITICAL PARTIES, GOVERNMENTS AND IGOS
Americas
Asia
Europe & CIS
Middle East & Africa
International
Brazil
Chile
Colombia
California State Government
Ontario Government of Canada
Government of District of Columbia
Haiti
Mexico
Panama Canal Authority
Puerto Rico
USA
India
Indonesia
Japan
Korea
Macau
Malaysia
Singapore
Sri Lanka
Taiwan
Thailand
New Zealand
Cyprus
France
Republic of Georgia
Hungary
Kazakhstan
Poland
Portugal
Slovenia
Spain
Sweden
Turkey
United Kingdom
Abu Dhabi
Afghanistan
Angola
Burkina Faso
Egypt
Ethiopia
Jordan
Saudi Arabia
Senegal
UAE
Interpol
U.S.-China Education Foundation
UN Women's Office for India
International Monetary Fund
NATO
United Nations
UNICEF
European Union
ASEAN
G20

5. WE HELP TRANSFORM BRANDS
FROM:
TO:
Software provider
Creative enabler
US bank brand
Global financial services partner
Online auction house
World’s leading marketplace
Black box lender
Business partner for the middle market
Holding company
Premier financial information and analytics provider
Supplier of commodity materials
Packaging solutions provider and branding expert
Best of Big Four
World leader in business strategy
Fast follower
Technology leader
Unclear direction
Refocused, recommitted and reinvigorated

6. EDELMAN 2016 TRUST BAROMETER

7. METHODOLOGY Total online population
5 years in 25+ markets
Ages 18+
1,150 respondents per country
GLOBAL: Online survey in 28 countries
16 years of data
33,000+ respondents total
All fieldwork was conducted between October 13th – November 16th 2015
Informed public
8 years in 20+ markets
Represents 15% of total global population
500 respondents in U.S. and China; 200 in all other countries
Must meet 4 criteria:
Ages 25-64
University educated
In top 25% of household income per age group in each country
Report significant media consumption and engagement in business news
AUSTRALIA ONLY – PULSE SURVEY: Online quantitative survey in Australia
10 minute questionnaire
Fieldwork dates: 29th February – 4th March 2016
Mass population
All population not including Informed Public
Represents 85% of total global population
28-country global data margin of error: General Population +/-0.6% (N=32,200), Informed Public +/- 1.2% (N=6,200), Mass Population +/- 0.6% (26,000). Country-specific data margin of error: General Population +/- 2.9 ( N=1,150), Informed Public +/- 6.9% (N = min 200, varies by country), China and U.S. +/- 4.4% (N=500), Mass Population +/- 3.0 to 3.6 (N =min 740, varies by country), half sample Global General Online Population +/- 0.8 (N=16,100).

8. TRUST MATTERS #1 #1 Percent who engage in each behavior based on trust
Total population
Percent who engage in each behavior based on trust
Behaviors for distrusted companies
Behaviors for trusted companies
Refused to buy products/services
Chose to buy products/services #1
most trusted content creators:
Criticised companies
Recommended them to a friend/colleague
Friends and Family
Paid more
than wanted
Paid more for products/services
Shared negative
opinions #1
most trusted media source:
Shared positive opinions online
Online Search Engines
Disagreed with others
Defended company
Sold
shares
Bought shares
Source: 2016 Edelman Trust Barometer Q Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Please answer yes or no to each action. General Population, 28-country global total, question asked of half the sample. Q Still thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do not trust? Please answer yes or no to each action. General Population, Australia, question asked of half the sample.

9. TRUST GOES UP, AND THEN DOWN AGAIN
Percentage of trust in the four institutions of government, business, media and NGOs, 2015 vs vs pulse
2015
2016
2016 pulse
Informed
Public
-10
-16
-11
-13
Total
Population -8
-13
-11
-13
NGOs
Business
Media
Government
Sources: 2016 Edelman Trust Barometer Q Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-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 Public and General Population, Australia.
2016 Edelman Trust Barometer Australia Research Deep Dive. Q1. Below is a list of institutions. For each one please tell me how much you trust that institution to do the right thing 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
Base: All respondents

10. ECONOMIC GROWTH & PUBLIC SERVICES DRIVE TRUST IN GOVERNMENT
General population
Informed public
Informed public and general population tend to agree.
DRIVERS OF TRUST - GLOBAL
Provides a range of public services
Produces economic growth
Contributes to the greater good
Helps me and my family live a healthy life
Helps me and my family live a fulfilling life
Allows me to be a productive member of society
None of the above
Fails to contribute to the greater good
Lacks economic growth
Provides few/no public services
Does not help me and my family live a fulfilling life
Does not help me and my family live a healthy life
Does not allow me to be a productive member of society
None of the above
DETRACTORS OF TRUST - GLOBAL
General Population
Informed Public
Q [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 nine-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, 27-country global total.

11. TRUST INDEX MASS POPULATION LEFT BEHIND
Informed Public
Total Population
Mass
Population 60
Global 50
Global 48
Global
For the mass population, the global index falls into distruster territory
TRUST INDEX MASS POPULATION LEFT BEHIND 82
China 78
India 74
UAE 72
Mexico
Singapore 70
Indonesia 64
U.S. 63
Australia
Canada 62
Netherlands 61
Colombia 73
China 66
UAE 65
India 64
Singapore 62
Indonesia 60
Mexico 71
China 65
UAE 62
India
Indonesia
Singapore
Average trust in institutions, Informed Public vs. General Population vs. Mass Population 57
Mexico 55
Canada
Colombia 52
Netherlands 50
Argentina
Malaysia 56
Canada 55
Colombia 52
Netherlands 51
Argentina
Malaysia 50
Brazil
Trusters
Neutrals
Distrusters 58
Brazil
Italy
Malaysia 57
U.K. 55
France 54
S. Africa 53
Argentina
Spain 52
Hong Kong 51
Germany 50
S. Korea 48
Brazil 47
Australia
Italy 46
Hong Kong 45
U.S. 44
S. Africa
Spain 42
Germany 40
S. Korea
U.K. 39
France
Ireland
Russia
Turkey 38
Japan 36
Sweden 34
Poland 49
Australia
Italy
U.S. 47
Hong Kong 46
Spain 45
S. Africa 42
Germany
S. Korea
U.K. 41
France
Ireland
Turkey 39
Russia 38
Japan 37
Sweden 35
Poland
The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 28-country global total.
For the mass population, 17 of 28 countries are distrusters 49
Ireland 47
Turkey 46
Sweden 42
Poland
Russia 41
Japan

12. TRUST GAP – MORE PRONOUNCED AMONGST YOUNG AUSTRALIANS
Younger Australians in the general population are far less trusting than their wealthier counterparts
Informed
Public
70%
53%
21pt
Gap
5pt
Gap
Government
Mass
Population
49%
48%
75%
57%
22pt
Gap
1pt
Gap
Business
53%
56%
25 – 34
year olds
35 – 44
year olds
Source: 2016 Edelman Trust Barometer Q Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-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 Public and General Population, Australia.

13. BUSINESS MUST LEAD TO SOLVE PROBLEMS
Total Population
77% agree
up from 72% in 2015
“A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.”
Source: 2016 Edelman Trust Barometer Q249. Please indicate how much you agree or disagree with the following statement? (Top 4 Box, Agree). General Population, 27-country global total, question asked of half the sample. .

14. PURPOSE AND PROFITS MATTER
Total Population
Percent who agree that CEOs should be personally visible in discussing…
8 in10
Societal issues
7 in10
Financial results
Income inequality
Public policy discussions
Personal views on societal issues
Source: 2016 Edelman Trust Barometer Q How visible do you think a CEO should personally be in these different types of business situations? Please use a 9-point scale where one means that it is “not visible at all” and nine means that it is “extremely visible”. (Top 4 Box, Visible) General Population, 28-country global total, question asked of half the sample.

15. PERSONAL VALUES MATTER
Total Population
77%
63%
60%
53%
Their personal values
The obstacles they have overcome
Their personal success story
Their education and how it shaped them
Source: 2016 Edelman Trust Barometer Australia Research Deep Dive.
B14. What could business leaders do to make you trust them more?
Base: All respondents who work full / part time and distrust their CEO

16. 55% 52% BE MORE VISIBLE 37% 35% Communicate the company purpose
Total Population
55%
52%
35%
37%
Communicate the company purpose
Be more accessible
Talk to staff more about decisions
Involve staff more in decisions
Source: 2016 Edelman Trust Barometer Q Thinking about how a CEO communicates with a variety of groups and individuals, how important are each of the following activities a CEO could engage in? Please use a 9-point scale where one means that attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust”. (Top 4 Box, Important) General Population, 28-country global total, question asked of half the sample. [Media Engagement net = Q507 ‘Interviews with the media,’ and ‘Q512 ‘Sharing their views on a blog or on social media.’ Direct Engagement net = Q508 ‘Communications with employees,’ and ‘Participation in industry conferences.’] Q For you to trust a CEO, how important is it that you have information on each of the following aspects of the CEO’s personal life outside of their business? Please use a 9-point scale where one means that attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust. (Top 4 Box, Important) General Population, Australia, question asked of half the sample.

17. SIGNIFICANT EMPLOYEE LACK OF TRUST
Total Population
SIGNIFICANT EMPLOYEE LACK OF TRUST
Only 54 percent of Australians trust their employer to do the right thing
Not Trusted
Trusted
50%
Source: 2016 Edelman Trust Barometer Q Thinking about your own company and other companies in your industry, please indicate how much you trust each to do what is right using a nine-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) General Population, 28-country global total.
GDP 5 = U.S., China, Japan, Germany, U.K.

18. EMPLOYEES ARE ESSENTIAL ADVOCATES
Total Population
Most trusted spokesperson to communicate each topic
Employees most trusted
Financial earnings & operational performance
Business practices/ crisis handling
Treatment of employees/customer
Partnerships/
Programs to address societal issues
Innovation efforts
Views on industry issues
Source: 2016 Edelman Trust Q610 Who do you trust MOST to provide you with credible and honest information about a company's financial earnings and operational performance, and top leadership’s accomplishments? Q611 A company’s business practices and handling of a crisis: Who do you trust MOST to provide you with credible and honest information about a company’s business practices, both positive and negative, and its handling of a crisis? Q612 Who do you trust MOST to provide you with credible and honest information about a company’s employee programs, benefits and working conditions, and how a company serves its customers and prioritizes customer needs ahead of company profits? Q613 Who do you trust MOST to provide you with credible and honest information about a company’s partnerships with NGOs and effort to address societal issues, including those to positively impact the local community? Q614 Who do you trust MOST to provide you with credible and honest information about a company’s innovation efforts and new product development? Q615 Who do you trust MOST to provide you with credible and honest information about a company’s stand on issues related to the industry in which it operates? General Population, Australia, question asked of half the sample.

19. EVERY VOICE MATTERS
Total Population
Percent who trust information created by each author on social networking sites, content sharing sites and online-only information sources, 2015 vs. 2016
2015
2016
+11
+12
+12
Source: 2016 Edelman Trust Barometer Q Thinking about the information you consume, how much do you trust the information from each of the following authors or content creators? General Population, Australia, question asked of half the sample.

20. THE CHANGING MEDIA ECOSYSTEM

21. WHAT WE ARE SEEING MORE BROADLY
PEOPLE’S LOYALTY CAN’T BE BOUGHT, IT MUST BE EARNED
INNOVATION NEEDS TO BE MANAGED
AN EXPLOSION OF OPTIONS
CONTENT IS INCREDIBLY INFINITE
ATTENTION IS MOSTLY FINITE
CONSUMPTION IS IN SOUND BITES

22. ©2015 Daniel J. Edelman, Inc. All rights reserved.
Here is the 2016 version of the EDELMAN CLOVERLEAF. The majority of time is spent on platforms. This is where the journey to content often begins. However, the content that people discover and engage with on these platforms comes from three overlapping groups of publishers. We will take you through each of these in detail. However, the key is to see the ecosystem as a whole.
©2015 Daniel J. Edelman, Inc. All rights reserved.

23. ©2015 Daniel J. Edelman, Inc. All rights reserved.
Platforms:
Three types of technology hubs where most content discovery now starts. These dominate the digital day and include social networks, messaging services, search engines and personalized news curators.
Publishers:
Three overlapping groups of content creators. These include traditional and digital-native news organizations, platform-savvy influencers plus content and digital experiences built by brands.
So to recap. The environment is changing. There’s a complex relationship between platforms, where most time is spent, and publishers, where most high quality content originates. This is global in nature. The more we can understand the landscape and how it’s evolving, the more successful we will be in extending the lifecycle of a narrative or, when we need to, abbreviating it.
©2015 Daniel J. Edelman, Inc. All rights reserved.

24. THERE IS A LOT YOU CAN’T CONTROL
ATTENTION SPANS
THAT A GOOD STORY HAS LEGS
PEOPLE’S OPINION
THE POWER OF AN IMAGE
THAT YOU LIVE IN A COUNTRY THAT WELCOMES DEBATE
PACE OF CHANGE

25. ALL IS NOT LOST

26. YOU HAVE LEVERS
GRANT FUNDING, ALIGNED TO THE GOVERNMENT TRANSFORMATION AGENDA
CLEAR COMMUNITIES
ACCESIBLE TECHNOLOGY
BUSINESS PARTNERS
VERY VALUABLE DATA

27. FIVE THINGS YOU CAN DO TODAY
SORT OUT YOUR OWN DIGITAL FOOTPRINT
USE THE FREE STUFF TO SORT IT OUT
MINE YOUR COUNCILS FOR STORIES
COLLATE THEM, CAPTURE THEM, PROMOTE THEM
DECIDE ON YOUR COMMUNITIES OF INTEREST AND PARTICIPATE

28. THINGS THAT WOULD BENEFIT YOUR COUNCIL
ROOT AND BRANCH REVIEW OF YOUR PUBLICATION CHANNELS
COMB YOUR DATA TO IDENTIFY COMMUNITIES, ISSUES, AND PLATFORMS
DETERMINE WHAT TOPICS YOU WANT TO INFLUENCE
BUILD OUT A LIST OF KEY INFLUENCERS IN YOUR AREA, DEVELOP AN ENGAGEMENT PLAN
TRY, FAIL, LEARN, GO FISHING SOMEWHERE ELSE

29. FINALLY, BE WHAT MAKES LOCAL GOVERNMENT GREAT…….