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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