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Presentation_Indiasocialmediareportedition2 findings Presentation_Indiasocialmediareportedition2 findings Presentation Transcript

  • India Social Media Report, Edition 2
    Key Findings
  • 3
    Research Methodology
    View slide
  • Social media adoption is mainstream, last 2 years have contributed significantly
    View slide
  • 5
    Q. Has your organization engaged in any social media initiatives?
    Q. Since when has your brand/ organization been engaged in
    social media activities?
    Mainstream
    Recent
    74% in past 2 Years
    Base: 177 respondents
    Base:228 Respondents
  • Majority of brands manage their social media engagements in-house; only 23% are outsourced
  • 7
    Q. What’s the nature of your brand/ organization’s social media engagement programme??
    Survey Report – Edition 1 (2009)
    Base:172 Respondents
    Fig. in %
    Adoption of social media has likely resulted in in creation of in-sourced positions within the brand/ organization
  • 78% social media programmes are B2C focused; B2B adoption at 41%is encouraging
  • 9
    Q. What’s the nature of your brand/ organization's social media engagement programme??
    Base:174 Respondents
    Fig. in %
    B2B focused programmes have a strong focus (58%) on B2C engagement too
  • Nearly 80% of social media programmes are led by the marketing department of brands/organizations; sales departments are also showing a keen interest
  • 11
    Q. Which of the following department/s is/are responsible for the planning and execution of the social media
    programmein your organization?
    Corporate Communication is another key department instrumental in social media planning and execution
    Fig. in %
    Base:173 Respondents
  • Marketing, ORM and Lead Generation are the top 3 purposes for whichbrands/organizations are using social media in India
  • 13
    Q. Which of the following purposes do you use social media for (Choose all that apply)?
    Fig. in %
    Base:160 Respondents
  • 92% brands/ organization are addressing customers using Social media; other notable stakeholders being addressed are Influencers, Media, Current & prospective employees
  • 15
    Q. Which stakeholder groups have you addressed using social media (choose whichever relevant)?
    Fig. in %
    There is a higher emphasis on engaging customers over any other stakeholder group, even
    when compared to the last report
    Base:165 Respondents
  • Facebook (90%) and Twitter (83%) are the most popular social media channels used by brands/ organizations. ‘LinkedIn Answers’ is the most preferred channel to answer brand/business questions
  • 17
    Q. On which of the following social media channels do you currently maintain one
    or more brand/company accounts/ presence (Choose all that apply)?
    Orkut appears to have lost out in the game
    Base:153 Respondents
    Base:149 Respondents
    Fig. in %
  • Mobile social media platforms likely to become a popular tool amongst brands/ organizations
  • 19
    Q. Is your brand/ organization currently present on any mobile social networking/ blogging sites/platforms?
    Currently 26% brands/ organizations are present on the mobile social media platform
    Another 46% brands/ organizations intend to use mobile social networking in the future
    Base:148 Respondents
  • SMS GupShup enjoys highest awareness level among brands
  • 21
    Q. Which of the following mobile social networking sites/ channels/platforms are you familiar with
    (choose all that apply)?
    Same trend follows in adoption - Among those ‘presently using’ mobile social networks/platform, SMS GupShup is the most popular
    Fig. in %
    Base:89 Respondents
  • 29% of brands/organizations have a strategic approach to social media40% are in the transition phase
  • 23
    Q. In your opinion, how mature is your brand/ organization's social media programme?
    Brands/organizations
    Agencies
    Both brands/organizations and agencies have a synchronised view on
    maturity of social media usage
    Base:148 Respondents
  • 3 out of 4 brands/ organizations have felt the need for a stated social media policy and currently have one, or are in process of putting one in place
  • 25
    Q. Does your organization have a stated social media policy?
    Base:147 Respondents
  • 31% marketers are spending 10% of digital spends on social media; 11% are heavy spenders with more than 30% digital budgets going to social media
  • 27
    Q. What is the percentage share of ‘social media’ in the digital marketing spends ?
    Over 40% brands/organizations are spending more than 10% of their marketing and communication budget on digital media
    Base:143 Respondents
  • Driving critical mass? Social media is still appears a numbers game where participants/members/fans seem more important than awareness or impact on sentiment and opinion
  • 29
    Q. Which of the following are the ‘top 5’ metrics that your brand/ organization deploy to evaluate success
    of your social media programme?
    Most Important
    Figs in %
    Base:78 Respondents
  • For the full copy of the report, write to us at:
    report@blogworks.in
  • 31