INDIA SOCIAL MEDIA REPORT, EDITION 2 Key Findings

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Research Methodology

The survey was jointly conducted by Blogworks and NM Incite in November 2010.

A detailed questionnaire was hosted online to collect responses from brands/organizations and agencies/consulting firms. 73% of the respondents from brands/organizations state that they have been directly involved in managing their

social media programme; Responses from those not involved were not considered.

Research analysis has been done on a sample of 499 respondents coming from 3 segments – - Brands/organizations - 236

- Agencies/Consultants (Agencies) - 208 - Others (Primarily students) - 55

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.

SOCIAL MEDIA ADOPTION IS MAINSTREAM, LAST 2 YEARS HAVE CONTRIBUTED SIGNIFICANTLY

5

Yes No

90%

10%

Base:228 Respondents

Q. Has your organization engaged in any social media initiatives?

Less than a year

1-2 Years 2-3 Years 3 Years+

36

38

14 13

74% in past 2 Years

Q. Since when has your brand/ organization been engaged in social media activities?

Base: 177 respondents

Mainstream Recent

MAJORITY OF BRANDS MANAGE THEIR SOCIAL MEDIA ENGAGEMENTS IN-HOUSE; ONLY 23% ARE

OUTSOURCED

7

Outsourced23%

In-sourced77%

Base:172 Respondents

Q. What’s the nature of your brand/ organization’s social media engagement programme??

Fig. in %

Outsourced15%

In-sourced55%

No social media initiatives at the moment

30%

Survey Report – Edition 1 (2009)

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

Business-to-Consumer Business-to-business Partners and employees

78

41

26

Base:174 Respondents

Q. What’s the nature of your brand/ organization's social media engagement programme??

Fig. in %

Cross TabB2C B2B Partners &

employees

B2C 100% 30% 25%

B2B 58% 100% 38%

Partners & employees 74% 59% 100%

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

Marketing Corporate Commu-nication

Human Resources Customer Service Sales IT Outsourced to an agency

7949

10 9

1710 10

Base:173 Respondents

Q. Which of the following department/s is/are responsible for the planning and execution of the social media programme in your organization?

Fig. in %

Corporate Communication is another key department instrumental in social media planning and execution

MARKETING, ORM AND LEAD GENERATION ARE THE TOP 3 PURPOSES FOR WHICH

BRANDS/ORGANIZATIONS ARE USING SOCIAL MEDIA IN INDIA

13

Competitive intelligence Customer service E-Commerce Enterprise collaboration Lead Generation Listening and analytics Marketing Online reputation management/ Online

PR

Product ideas and de-velopment

Recruitment Social CRM Thought leadership

41

44

18

13

4844

78

71

30

2428

43

Q. Which of the following purposes do you use social media for (Choose all that apply)?

Fig. in %Base:160 Respondents

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)?

Base:165 Respondents

Customers Prospective Employees

Employees Influencers Partners Media Analysts Policy makers

90

3837

61

28

54

21

9

92

31 31

53

33

54

19

10

Agency/ Consultation Brands/ Organisation

There is a higher emphasis on engaging customers over any other stakeholder group, evenwhen compared to the last report

Fig. in %

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

LinkedIn Answers Yahoo! Answers Wiki Answers Answers.com

40

1511

7

Company blog Own com-munity

Facebook Twitter LinkedIn Slideshare YouTube Flickr Yahoo Orkut Wikipedia

60

26

90

83

62

17

56

16

5

1915

Q. On which of the following social media channels do you currently maintain one or more brand/company accounts/ presence (Choose all that apply)?

Fig. in %

Base:153 Respondents

Orkut appears to have lost out in the game

Base:149 Respondents

MOBILE SOCIAL MEDIA PLATFORMS LIKELY TO BECOME A POPULAR TOOL AMONGST BRANDS/

ORGANIZATIONS

19

26%

46%

12%

16%

PresentConsider-ingNot Consid-eringNot Aware

Q. Is your brand/ organization currently present on any mobile social networking/ blogging sites/platforms?

Base:148 Respondents

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

RockeTalk HiBuddy mig33 Mygamma SMS GupShup

Bubbly Wapspell Frenzo Qeep Mobiluck Cellufun

25 26

14 12

63

10

2

9

2

12

5

2422

19

10

52

9

2

10

4 42

Agency Client

Q. Which of the following mobile social networking sites/ channels/platforms are you familiar with (choose all that apply)?

Fig. in %

Base:89 Respondents

Same trend follows in adoption - Among those ‘presently using’ mobile social networks/platform, SMS GupShup is the most popular

29% OF BRANDS/ORGANIZATIONS HAVE A STRATEGIC APPROACH TO SOCIAL MEDIA

40% ARE IN THE TRANSITION PHASE

23

31%

40%

29%

Trial (an experimental approach with a series of tactical deployments)

Transition (an informal process is used and changes made as per need)

Strategic (a formal process is used and reviewed routinely)

Q. In your opinion, how mature is your brand/ organization's social media programme?

Base:148 Respondents

26%

40%

34%

Trial (an experimental approach with a series of tactical deployments)

Transition (an informal process is used and changes made as per need)

Strategic (a formal process is used and reviewed routinely)

AgenciesBrands/organizations

Both brands/organizations and agencies have a synchronised view onmaturity 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

27%

46%

18%

5%4%

Yes, we have a social media policy.

No, we do not have one but are working on one.

No, we do not have one and don't know what our policy should be.

No, and our 'policy' is to 'not have' a stated policy.

Don't know.

Q. Does your organization have a stated social media policy?

Base:147 Respondents

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

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Q. What is the percentage share of ‘social media’ in the digital marketing spends ?

Base:143 Respondents

37%

11%

8%

8%

4%

11%

23%

0 to 5 5 to 10

10 to 15 15 to 20

20 to 30 30 and above

Can't say

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

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Growth in number of participants (users, fans, friends, followers etc on web/mobile touch points and community)

Impact on sentiment and opinion

Volume, quality and cost of leads generated/conversions

E-commerce revenues

Brand awareness

Insights – customer, competition, market

Impact on sales

Support during crisis

Share of voice vis-à-vis agreed competition

Search engine ranking/web traffic

Customer satisfaction score (including net promoter score/recommendations)

Co-creation of products and services

Mention and prominence in relevant conversations

Increased engagement scores (retweets, likes, comments)

39

35

35

31

30

29

29

25

22

21

16

14

13

12

Figs in %Most Important

Base:78 Respondents

Q. Which of the following are the ‘top 5’ metrics that your brand/ organization deploy to evaluate success of your social media programme?

FOR THE FULL COPY OF THE REPORT, WRITE TO US AT:

report@blogworks.in

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