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


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India Social Media Report, Edition 2, is compiled from responses of 444 brands/ organisations and Agencies, who participated in a detailed online survey conducted in November 2010, to understand the nature and level of social media usage by businesses and brands in India. The report presents actionable insights on social media trends and spends for brands and organisations. Copies can be ordered by writing to

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

  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 />