MindShift Interactive created a report on Regional Marketing through Social Media and the way brands are leveraging this phenomenon. MindShift Metrics focuses on providing the industry with an understanding towards digital marketing through tracking conversations, conducting focus groups and aligning benchmarks for brands.

1. Leveraging
Social
Media
for
Regional
Marketing
Report
compiled
by
www.mindshiftinteractive.com

2. Powered
by
MindShift
Metrics
Statistics
• Google
launched
its
Translator
in
Hindi
in
2007,
and
its
Hindi
portal
in
2009
• In
September
2011,
Twitter
launched
regional
content
delivery
in
Hindi
• Google
and
Facebook
offer
Search
in
9
Indian
languages
-­‐
Hindi,
Bengali,
Gujarati,
Marathi,
Punjabi,
Tamil,
Telugu,
Kannada
or
Malayalam
• IndiBlogger,
a
popular
Indian
blog
portal,
hosted
350
Hindi
blogs
in
2010
(Currently
1861)
• Around
64%
of
rural
internet
users
(24.3
million
active
users
out
of
a
total
of
38
million)
use
the
internet
in
their
local
language
• The
vernacular
sites
are
growing
at
56
%
YOY
and
English
sites
just
by
11%
YOY

3. Powered
by
MindShift
Metrics
According
to
a
latest
study
jointly
done
by
Internet
and
Mobile
Association
of
India
(IAMAI)
and
IMRB
International
Regional
language
content
availability
can
boost
the
growth
of
Internet
in
India
by
24
percent

4. Powered
by
MindShift
Metrics
• Rural
India:
27
%
of
the
users
use
Hindi
to
access
online
content,
followed
by
Marathi
and
Tamil
languages
• Urban
India:
60
%
of
the
users
access
online
content
in
Hindi,
followed
by
Tamil
and
Marathi
languages
Hindi
-­‐
The
2nd
most
widely
preferred
language,
after
English
in
India

5. Powered
by
MindShift
Metrics
Changing
numbers
on
Facebook
Facebook
currently
supports
80+
Languages
worldwide

6. Powered
by
MindShift
Metrics
Audiences
define
the
language
English
is
Number
1
on
Facebook,
but
dipping!
When
you
create
a
Facebook
account,
your
language
is
defaulted
based
on
your
region
but
you
can
also
change
it
according
to
your
preferences.
Users
interviewed
felt
comfortable
using
Facebook
in
English
while
a
growing
population
believed
their
local
language
helped
them
be
more
grammatically
correct
in
their
communication
with
others.
Countries
like
Brazil,
India,
Mexico,
Indonesia
and
regions
in
Africa
are
seeing
a
rapid
growth
in
Facebook
users.

7. Powered
by
MindShift
Metrics
Indians
prefer
to
write
using
English
alphabets,
even
though
the
content
may
read
out
in
Hindi

8. Powered
by
MindShift
Metrics
Pinterest
brings
Hindi
language
support
for
Indian
users

9. Powered
by
MindShift
Metrics
• On
March
19th
2014,
Pinterest
announced
an
update
specifically
for
Indian
users
-­‐
language
support
for
Hindi
-­‐
as
a
part
of
its
app
update
for
Android
and
iOS
• India
has
second
highest
user
base
when
it
comes
to
Facebook
or
Linkedin
or
Twitter
but
in
case
of
Pinterest,
India
accounts
for
only
9.3%
of
userbase
• This
probably
is
the
reason
why
Pinterest
launched
the
Hindi
version,
to
attract
millions
of
Indian
who
are
on
the
internet,
but
are
not
comfortable
with
English
language

10. Powered
by
MindShift
Metrics
Brands
leveraging
Social
Media
using
regional
languages
BBC
–
Hindi
(Facebook
&
Google)
Bangalore
Traffic
Police
AAP
Kerala
Maharashtra
Times

11. Powered
by
MindShift
Metrics
§ Started
in
July
2011,
BBC
Hindi
is
a
1.4
Million
Fan
Page
with
an
Engagement
Ratio
of
approx
9%
§ NDTV
(English)
on
the
other
hand
has
a
3
Million
Fan
Page
with
an
Engagement
Ratio
of
approx
7.5%
§ An
Engagement
Ratio
of
9%
shows
that
the
audiences
engaging
are
relating
to
the
content
and
conversing
too,
delivering
an
ER
higher
than
what
other
players
receive.
§ BBC
Hindi
has
used
this
strategy
to
tap
markets
where
other
new
players
have
not
made
a
mark.

12. Powered
by
MindShift
Metrics
Hindi
content
on
Google+
is
helping
BBC
India
to
increase
the
relevancy
of
their
content,
thus
increasing
their
SEO
rank.

13. Powered
by
MindShift
Metrics
Maharashtra
Times
Maharashtra
Times
use
their
regional
language
Marathi
as
a
relevant
move
towards
tapping
their
audience.

14. Powered
by
MindShift
Metrics
Aam
Aadmi
Party
Kerala
AAP
is
leveraging
Social
Media
to
its
best
with
individual
Facebook
pages
for
every
state.
The
party
has
gone
one
step
ahead
and
even
started
communicating
with
its
audience
in
regional
languages.
Eg.
AAP
Kerala

15. Powered
by
MindShift
Metrics
English
+
Kannad
=
Social
Message

16. Powered
by
MindShift
Metrics
Powered
by
Mindshift
Interactive
Another
benchmark
-­‐
Advertising
to
Regional
Audiences
Via
Facebook
&
Google

17. Powered
by
MindShift
Metrics
Airtel
India
Airtel
India
has
gone
one
step
ahead
and
started
targeting
regional
content
to
the
relevant
audience.

18. Powered
by
MindShift
Metrics
Way
Ahead
for
Regional
Marketing
• The
last
decade
has
witnessed
unprecedented
Internet
diffusion
in
India.
• Over
the
past
three
years
alone,
Internet
usage
in
India
increased
from
100
to
200
million
people.
• The
increase
has
not
taken
place
only
among
the
Urban
but
also
amongst
the
Rural
Indian
population.
• Regional
marketing
is
thus
going
to
be
essential
and
crucial
for
advertising
in
the
future
and
its
time
for
brands
to
capitalize
on
the
same
at
the
earliest.
• Regional
Marketing
will
impact
not
just
Facebook
usage
but
also
advertising
in
order
to
increase
Google
&
SEO
Ranks,
providing
content
of
higher
relevance
to
different
segments.
• The
question
is
not
whether
the
consumption
of
your
brand
is
currently
only
by
an
English-­‐
speaking
audience
but
whether
if
you
want
to
reach
far
out
and
wider
across
India

19. Powered
by
MindShift
Metrics
Insightful Digital Outreach assures an
innovative & sustained engagement.
www.mindshiftinteractive.com