As reported by exchange4media earlier, Blogworks, in collaboration with The Nielsen Company, has prepared the print issue of their special report on the state of social media in the Indian market, and the report is now available to agencies and other organisations planning to use social media, for a special price of Rs 6,500. The market price of the report is Rs 10,000.
The report that is being presented now is based on an online survey conducted in November 2010. A total of 236 brands/ organisations and 208 agencies/ consultants participated in the survey, which shares the nature and level of social media usage by businesses and brands in India; channels and impact; objectives and measurement.
As per Blogworks, the report offers actionable insights on social media trends and spends by brands and organisations in India, with sections on nature of involvement and management, such as areas of focus, how social media is being used by B2B and B2C programs, and looking at the key stakeholders.
As reported earlier, Rajesh Lalwani of Blogworks said, “We now have empirical evidence to prove the value of social media. We carried out two months of research and have seen significant change in the outlook of brands over the last 12 months. Through the survey, we see that for the first time, there is significant commitment to social media at the CEO level.”
“Social media was originally just a feel-good move for many people. Today though, there is a focus that is moving from brand awareness to leveraging social content. There has been a lot of growth in scale through the changing access to technology and through the growth of user generated content,” he added.
The report also considers issues like the departments involved in planning and managing social media, along with social media policy need/ preparedness, while also hitting on the key topic of budgets, looking at spends, outlook and what activities score high RoI.
Today, according to Lalwani, mobile was the key to showing the potential of the Internet. He further said that the changing scenario over the next year would drive this point home to all industry watchers. Of the interactions, the biggest chunk is still directed towards addressing customers (92 per cent of the respondents) and 78 per cent of the respondents use social media for B2C.
Marketing, online reputation management and lead generation are the key areas that companies are using social media for. A predictable finding was that mobile continues to grow strongly as a sector, and that SMS is still the top channel for communicating with customers, though the addition of new devices and services also made an impact, and 40 per cent of the brands surveyed were in a transition phase on how they use technology.
The key right now is growth, not monetisation. As the number of users grows and the communities consolidate, commercial opportunities will only grow in the coming months. Lalwani concluded, “Growing participants is more important right now than brand awareness and sentiment. Right now, we need to build to a critical mass of users, and then e-commerce will grow rapidly.”
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