India Social Media Report Edition 2 by Blogworks in assoc with NM Incite (A Nielsen McKinsey Company)

India Social Media Report, Edition 2
Key Findings

3
Research Methodology

Social media adoption is mainstream, last 2 years have contributed significantly

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)
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??
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 %

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 %

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

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
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

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

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?

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

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

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India Social Media Report Edition 2 by Blogworks in assoc with NM Incite (A Nielsen McKinsey Company)

by India Social on Dec 20, 2010

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India Social Media Report Edition 2 by Blogworks in assoc with NM Incite (A Nielsen McKinsey Company) — Presentation Transcript