May 10, 2013

Social Media Marketing – India Trends Study 2013 by E&Y

So the folks at E&Y reached out to me for this report and it's come out with some interesting findings for social media and India.

You can read the report below. My quote is on page 38 :)

There are key findings across nine categories and seven popular practices that the study highlights: 

1.        Objective: Most social media-savvy organizations in India use the medium to build communities while others use it to highlight news 
2.        Platform: Facebook is the most important platform for marketers in India for engaging customers, followed by Twitter, YouTube and blogging 
3.        Integration: Social media-savvy organizations in India have conducted campaigns where social media is the leading component, they tend to speed up processes or show special favor for online fans 
4.        Ads: Majority of social media-savvy organizations use social media ads to promote online campaigns and brand awarenesss, and find them beneficial 
5.        Measurement: Majority of social media-savvy organizations in India measure social media efforts through platform-specific parameters but some are increasingly measuring through leads, sentiment, brand visibility and have seen increase in revenue from social media efforts 
6.        Budget: Almost half of social media-savvy organizations surveyed spend 1%–5% of their marketing budget on social media, most social media budgets are below INR10 million 
7.        Ownership: Majority of social media efforts in India are managed by marketing teams 
8.        Agency: Majority of social media-savvy organizations in India use standalone digital agencies as compared to PR or ad agencies 
9.        Future: Social media-savvy organizations in India are very optimistic about the future 

Some of the popular practices are: 

  1. Generic updates instead of brand updates
  2. Multiple updates day, reply to fan queries within 30 mins to a few hours
  3. Pictures contests are the most popular contests, most contests organised monthly
  4. Social media guidelines and monitoring programmes are common, though more need to create crisis manuals
  5. Tools for online monitoring, response management, or managing social media platforms are popular
  6. Social media research are done to get customer feedback and understand behaviour
  7. Many have created mobile phone apps and more plan to create