Get Set! Go!Rajesh LalwaniPrincipal and Founder, Blogworks& Principal Coordinator, IndiaSocialEven as Blogworks India Soci...
c) the chances of departments thinking and working together improve.On the brand side, an important change, particularly i...
4. Notice the arrival of the sales department in social media programmes   5. Mobile adoption for marketing likely to shoo...
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Foreword by rajesh lalwani india social media report edition 2

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Foreword by rajesh lalwani india social media report edition 2

  1. 1. Get Set! Go!Rajesh LalwaniPrincipal and Founder, Blogworks& Principal Coordinator, IndiaSocialEven as Blogworks India Social Media Report, Edition 2, implemented this year inassociation with NM Incite (a Nielsen/ McKinsey company), draws fresh insightsfrom your responses, it validates many previous assessments.Let me talk about changes I have seen, over the last year, in how social media isbeing approached by organizations.Reputation has never been more fickle. As recent examples in corporate and mediacircles have shown, social media has played an important role in amplifyingimportant issues - sometimes using parody, sometimes through inane memes,sometimes through serious discussions that only ‘appear’ disintegrated but areactually bound in threads - social media is playing the new watchdog.Controlling the medium, or the message, is clearly out of the question. The needfor preparedness and participation in advance; to listen, identify key topics,nodes; to transparently acknowledge, participate and engage multiplestakeholders, if, forbid, an organization was to find itself in midst of a crisis, arebeing acknowledged as the new reputation management concepts.This growing impact on reputation and marketing has brought interest andintervention at the highest level. The number of CEOs driving the need has seen adramatic rise over the last 6-9 months. This does three important things,a) it energizes the team into action;b) it brings greater rigor - the approach becomes far more strategic; and Scenario Consulting Private Limited Business Office #24, Lower Ground, Adchini, Enter from Sarvodaya Enclave – 110017. www.scenarioconsulting.in, www.blogworks.in Landline: +91-11- 41829475
  2. 2. c) the chances of departments thinking and working together improve.On the brand side, an important change, particularly in some of the high impactcategories (typically high involvement products such as automobiles, consumerelectronics, mobile etc.) has been the depth of engagement. From mere presenceon social media channels, marketers are beginning to map, and intervene, at allstages of the purchase cycle.There is a much greater emphasis on trying to understand how social media isinfluencing purchase, to how the customer voices feedback post purchase. Anunderstanding that all social media channels are not the same; that blogs andforums have a different role than touch points like, Facebook or Twitter; or thatbuzz is the mere surface, that the magic of social media may, in fact, lie inmapping conversations, identifying evangelists and co-creating communication andproducts.As social media impact is understood, and more marketing outlay directed in itsdirection, the emphasis is on scaling up, trying to gain critical mass. This hasbrought an acknowledgement that the key to scaling social media marketinginterventions could be through use of technology and community generatedcontent.The understanding that creating content is going to be the key to success inengaging stakeholders; and that creating this content is not easy – entertechnology and the community.Over the last 6 months, Lead Gen is the word I have heard most often in salesmeetings. It’s a new word in social media circles. As B2B marketers jump in, LeadGeneration has become a key objective.Driven by marketing leaders, B2B programmes are typically, focused and resultdriven, only the route in social media interventions is through thought leadershipand content – reports, white papers, articles, expert and practice communities,Q&As are the chosen routes.Another important shift is the realization that the future of social is mobile. I havebeen reading more news on my mobile device, than on the notebook; spendingmore time on my phone, accessing Twitter and Facebook, than making voice calls.Marketers are beginning to realize this.Clearly organizations and brands have caught up and the survey reportcorroborates that.For me the most interesting insights from this year’s report include: 1. Market in transition, moving towards strategic interventions 2. Sharp focus on the customer – 92 percent brands are using social media to engage customers, vis-à-vis 79 percent in the previous edition 3. Only 23 percent of the social media engagement is being outsourced – could be a sign of early usage; interestingly programmes deployed by Agencies/ Consultants show better width Scenario Consulting Private Limited Business Office #24, Lower Ground, Adchini, Enter from Sarvodaya Enclave – 110017. www.scenarioconsulting.in, www.blogworks.in Landline: +91-11- 41829475
  3. 3. 4. Notice the arrival of the sales department in social media programmes 5. Mobile adoption for marketing likely to shoot up next year – 46 percent intend to use mobile social networking in the future 6. Clear need and focus on deeper measurement and analysis 7. 3 out of 4 companies/ brands feel the need for a stated policy; and either have one in place or are working on one 8. 11 percent marketers are already spending more than 30 percent of their digital spends on ‘social’ 9. Budgets have increased in sync with last reports assessment, likely to go up over next 2 years 10. Sharp focus on ‘number of fans’ reflects attempt to gain critical mass before RoI on engagement could be achieved – it is a good sign and shows understanding of social media impact and more emphasis on it from marketersNext stops: E commerce and monetization.2011 promises to be an exciting year for all of us.Contact: rajesh.lalwani@blogworks.in Scenario Consulting Private Limited Business Office #24, Lower Ground, Adchini, Enter from Sarvodaya Enclave – 110017. www.scenarioconsulting.in, www.blogworks.in Landline: +91-11- 41829475

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