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 report@blogworks.in.

2. India Social Media Report, Edition 2 Key Findings

3. 3 Research Methodology

4. Social media adoption is mainstream, last 2 years have contributed significantly

5. 5 Q. Has your organization engaged in any social media initiatives? Q. Since when has your brand/ organization been engaged in social media activities? Mainstream Recent 74% in past 2 Years Base: 177 respondents Base:228 Respondents

6. Majority of brands manage their social media engagements in-house; only 23% are outsourced

7. 7 Q. What’s the nature of your brand/ organization’s social media engagement programme?? Survey Report – Edition 1 (2009) Base:172 Respondents Fig. in % Adoption of social media has likely resulted in in creation of in-sourced positions within the brand/ organization

8. 78% social media programmes are B2C focused; B2B adoption at 41%is encouraging

9. 9 Q. What’s the nature of your brand/ organization's social media engagement programme?? Base:174 Respondents Fig. in % B2B focused programmes have a strong focus (58%) on B2C engagement too

10. Nearly 80% of social media programmes are led by the marketing department of brands/organizations; sales departments are also showing a keen interest

11. 11 Q. Which of the following department/s is/are responsible for the planning and execution of the social media programmein your organization? Corporate Communication is another key department instrumental in social media planning and execution Fig. in % Base:173 Respondents

12. Marketing, ORM and Lead Generation are the top 3 purposes for whichbrands/organizations are using social media in India

13. 13 Q. Which of the following purposes do you use social media for (Choose all that apply)? Fig. in % Base:160 Respondents

14. 92% brands/ organization are addressing customers using Social media; other notable stakeholders being addressed are Influencers, Media, Current & prospective employees

15. 15 Q. Which stakeholder groups have you addressed using social media (choose whichever relevant)? Fig. in % There is a higher emphasis on engaging customers over any other stakeholder group, even when compared to the last report Base:165 Respondents

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

17. 17 Q. On which of the following social media channels do you currently maintain one or more brand/company accounts/ presence (Choose all that apply)? Orkut appears to have lost out in the game Base:153 Respondents Base:149 Respondents Fig. in %

18. Mobile social media platforms likely to become a popular tool amongst brands/ organizations

19. 19 Q. Is your brand/ organization currently present on any mobile social networking/ blogging sites/platforms? 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 Base:148 Respondents

20. SMS GupShup enjoys highest awareness level among brands

21. 21 Q. Which of the following mobile social networking sites/ channels/platforms are you familiar with (choose all that apply)? Same trend follows in adoption - Among those ‘presently using’ mobile social networks/platform, SMS GupShup is the most popular Fig. in % Base:89 Respondents

22. 29% of brands/organizations have a strategic approach to social media40% are in the transition phase

23. 23 Q. In your opinion, how mature is your brand/ organization's social media programme? Brands/organizations Agencies Both brands/organizations and agencies have a synchronised view on maturity of social media usage Base:148 Respondents

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

25. 25 Q. Does your organization have a stated social media policy? Base:147 Respondents

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

27. 27 Q. What is the percentage share of ‘social media’ in the digital marketing spends ? Over 40% brands/organizations are spending more than 10% of their marketing and communication budget on digital media Base:143 Respondents

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

29. 29 Q. Which of the following are the ‘top 5’ metrics that your brand/ organization deploy to evaluate success of your social media programme? Most Important Figs in % Base:78 Respondents

30. For the full copy of the report, write to us at: report@blogworks.in

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