Presentation_Indiasocialmediareportedition2 findings


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Presentation_Indiasocialmediareportedition2 findings

  1. 1.
  2. 2. India Social Media Report, Edition 2 <br />Key Findings<br />
  3. 3. 3<br />Research Methodology<br />
  4. 4. Social media adoption is mainstream, last 2 years have contributed significantly<br />
  5. 5. 5<br />Q. Has your organization engaged in any social media initiatives?<br />Q. Since when has your brand/ organization been engaged in <br />social media activities?<br />Mainstream<br />Recent<br />74% in past 2 Years<br />Base: 177 respondents<br />Base:228 Respondents<br />
  6. 6. Majority of brands manage their social media engagements in-house; only 23% are outsourced <br />
  7. 7. 7<br />Q. What’s the nature of your brand/ organization’s social media engagement programme??<br />Survey Report – Edition 1 (2009)<br />Base:172 Respondents<br />Fig. in %<br />Adoption of social media has likely resulted in in creation of in-sourced positions within the brand/ organization<br />
  8. 8. 78% social media programmes are B2C focused; B2B adoption at 41%is encouraging<br />
  9. 9. 9<br />Q. What’s the nature of your brand/ organization's social media engagement programme??<br />Base:174 Respondents<br />Fig. in %<br />B2B focused programmes have a strong focus (58%) on B2C engagement too<br />
  10. 10. Nearly 80% of social media programmes are led by the marketing department of brands/organizations; sales departments are also showing a keen interest <br />
  11. 11. 11<br />Q. Which of the following department/s is/are responsible for the planning and execution of the social media <br />programmein your organization?<br />Corporate Communication is another key department instrumental in social media planning and execution<br />Fig. in %<br />Base:173 Respondents<br />
  12. 12. Marketing, ORM and Lead Generation are the top 3 purposes for whichbrands/organizations are using social media in India<br />
  13. 13. 13<br />Q. Which of the following purposes do you use social media for (Choose all that apply)? <br />Fig. in %<br />Base:160 Respondents<br />
  14. 14. 92% brands/ organization are addressing customers using Social media; other notable stakeholders being addressed are Influencers, Media, Current & prospective employees<br />
  15. 15. 15<br />Q. Which stakeholder groups have you addressed using social media (choose whichever relevant)?<br />Fig. in %<br />There is a higher emphasis on engaging customers over any other stakeholder group, even<br />when compared to the last report<br />Base:165 Respondents<br />
  16. 16. 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 <br />
  17. 17. 17<br />Q. On which of the following social media channels do you currently maintain one <br />or more brand/company accounts/ presence (Choose all that apply)? <br />Orkut appears to have lost out in the game<br />Base:153 Respondents<br />Base:149 Respondents<br />Fig. in %<br />
  18. 18. Mobile social media platforms likely to become a popular tool amongst brands/ organizations<br />
  19. 19. 19<br />Q. Is your brand/ organization currently present on any mobile social networking/ blogging sites/platforms? <br />Currently 26% brands/ organizations are present on the mobile social media platform<br />Another 46% brands/ organizations intend to use mobile social networking in the future<br />Base:148 Respondents<br />
  20. 20. SMS GupShup enjoys highest awareness level among brands<br />
  21. 21. 21<br />Q. Which of the following mobile social networking sites/ channels/platforms are you familiar with <br />(choose all that apply)? <br />Same trend follows in adoption - Among those ‘presently using’ mobile social networks/platform, SMS GupShup is the most popular<br />Fig. in %<br />Base:89 Respondents<br />
  22. 22. 29% of brands/organizations have a strategic approach to social media40% are in the transition phase<br />
  23. 23. 23<br />Q. In your opinion, how mature is your brand/ organization's social media programme? <br />Brands/organizations<br />Agencies<br />Both brands/organizations and agencies have a synchronised view on<br />maturity of social media usage<br />Base:148 Respondents<br />
  24. 24. 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<br />
  25. 25. 25<br />Q. Does your organization have a stated social media policy?<br />Base:147 Respondents<br />
  26. 26. 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 <br />
  27. 27. 27<br />Q. What is the percentage share of ‘social media’ in the digital marketing spends ?<br />Over 40% brands/organizations are spending more than 10% of their marketing and communication budget on digital media<br />Base:143 Respondents<br />
  28. 28. 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<br />
  29. 29. 29<br />Q. Which of the following are the ‘top 5’ metrics that your brand/ organization deploy to evaluate success <br />of your social media programme?<br />Most Important<br />Figs in %<br />Base:78 Respondents<br />
  30. 30. For the full copy of the report, write to us at:<br /><br />
  31. 31. 31<br />