May 16, 2015
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
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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
27
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?
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