India Social Media Survey - Edition 1 by exchange4media.com and blogworks.in (Sampler)

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 Across the globe, the blog and social media (SM) environment is evolving rapidly and India is no exception to this  The survey attempts to capture insights and learnings from Corporates and Marketers of India to get a sense of what’s really happening on the ground  Results and analysis will help understand how our peers, from across India, view social media (SM) impact on marketing & communication  This will allow the industry to benefit from shared insights and make for educated decisions 2

 The survey was jointly conducted by exchange4media.com, amongst the most respected special interest publishing group in India and Blogworks –strategic social media solutions (http://blogworks.in) in December 2008 & January 2009  A detailed questionnaire, consisting high impact questions, was hosted online to collect responses from the desired audience – working professionals, executives, business leaders from India  Emailers, advertising and word-of-mouth around the survey resulted in a total of 590 started surveys; a response count of 363; and 267 completed surveys  Survey forms filled in by participants who chose to remain anonymous (or filled gibberish), or those who did not meet the audience criteria were removed from the results tall.  Statistical analysis of each question only takes into account valid responses to that specific question and not the total number of entries, thus allowing for a more precise evaluation.  Trends are captured graphically; comments from participants are highlighted with names where participants gave us explicit permission to quote them, and without giving away identities of participants, & organisations they represent, where participants did not wish to be quoted. We have also tried to draw trends, establish linkages and these are highlighted 3

© www.blogworks.in and www.exchange4media.com  Only 4 percent respondents stated that it ‘enjoys very little credibility’  Like in any other medium, it’s not the tool but the voice/s associated with it that matter  As more and more experts adopt SM, credibility is expected to go up further 4

© www.blogworks.in and www.exchange4media.com  Interestingly, a clear majority of respondents (58 percent) believe that SM will have a ‘huge impact’ on business & marketing, over the next year or two – a steep 37 percent jump from 21 percent at present 6

 For nearly 90 percent respondents, buzz and word of mouth are top deliverables from SM activities  However, encouraging statistics shows organisations and brands are clearly moving towards a conversational path:  Over 65 percent respondents think SM can deliver insights  Over 61 percent think SM can build engagements  Over 46 hope to create better products & services  SM is not a sales tool seems to © www.blogworks.in and www.exchange4media.com have been understood by organisations. However, a lack of understanding of this basic SM rule could otherwise prove costly. 7

© www.blogworks.in and www.exchange4media.com  An overwhelming 85 percent respondents agree that SM does have an impact on purchase decisions  High involvement categories such as Automobiles, Gadgets, Mobiles, Healthcare, Travel, Finance amongst others will likely see higher impact than low involvement categories 8

© www.blogworks.in and www.exchange4media.com  81-85 percent of respondents believe that Indian marketer and corporates have just cursory or no understanding of SM, the need for education and learning continues to remain big 11

© www.blogworks.in and www.exchange4media.com  Impact on sales didn’t make it to the top 5 matrix to evaluate success of a social media programme  And yes, that’s a good thing given SM focus on insights, engagement and co-creation 12

Exchange4media was set up eight years back with the aim of publishing niche, relevant and quality publications for the marketing, advertising and media professionals. Today, exchange4media is a single stop information platform for the entire industry. Be it news, views, analytical information, in depth analysis of events or trend forecasting, exchange4media publications have credibility and loyal following. The publication house is physically present in five locations: Delhi, Mumbai, Kolkata, Bangalore and Chennai. Presently there are five titles in its portfolio: namely PITCH, Impact, Franchise Plus, Realty Plus and www.exchange4media.com Blogworks delivers strategic social media solutions and know-how to brands, corporate, media houses and not-for-profit organizations to enable transparent and ethical conversations between them and their stakeholders. We are amongst the select few who have a strategic approach for handling 'conversational communication & marketing' along with mainstream marketing, branding & public relations. More about us at http://blogworks.in 14

While we have made all efforts to keep the report error free, we cannot guarantee the same. Please do point out any errors that you may notice and we will incorporate your insights for future editions. In your assessments and usage, do account for the fact that the nature of this study is qualitative and not quantitative. The publishers take no guarantee for any results which you may or may not achieve based on application of the survey results. We urge you to you use your discretion in deciding its correctness/ efficacy and make your own judgments. Sample cases and methodology are shared ahead in the report document. 15

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India Social Media Survey - Edition 1 by exchange4media.com and blogworks.in (Sampler)

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