Social Media Marketing Strategies and Emerging Opportunities in BRIC Countries

Transcription

1 Brochure More information from Social Media Marketing Strategies and Emerging Opportunities in BRIC Countries Description: Across the four BRIC countries (Brazil, India, Russia and China), social media penetration has reached a reasonable level for encouraging strong marketing initiatives. Given the global reach and interactive capabilities of social media, companies across key industries have started developing a social media marketing strategy with increased marketing budget allocations. The key influencers include direct access to a large user base of potential consumers, and insights into key changing trends and the thought processes behind buying decisions. Although it varies across industries, social media marketing's broad focus is on developing products targeted at specific consumer groups, launching new product offerings and monitoring brand image sentiments. Although the growth of social media marketing in the BRIC countries is promising, there are obvious challenges in reaching diverse customer groups from this marketing channel due to fragmented industries, low literacy rates and the relatively underdeveloped mobile infrastructure. BRICdata expects the adoption of social media marketing in the BRIC countries to be gradual and to increase alongside the growing popularity of social media networks. This report provides top-level market analysis, information and insights, including: - In-depth analysis of social media marketing strategies in the four BRIC countries: Brazil, Russia, India and China - A comprehensive understanding of country-specific market trends, drivers, opportunities and challenges across key industries - Detailed social networking user market sizing for each BRIC country for a period of 10 years ( ) along with expansion strategies This report provides an extensive analysis of social media marketing strategies used in the four BRIC nations Brazil, Russia, India and China. - The report provides a detailed understanding of how social media platforms are being used to identify new markets, launch products, gather customer feedback and monitor brand performance across five key consumer focused industries: Healthcare, BFSI, Travel and Tourism, FMCG and Entertainment. - The report provides insights into the evolving social media market sizes for each country over a 10 year period, , along with market trends, growth drivers, opportunities and challenges. - It also provides insights into future social media marketing strategies adopted by players in each industry to strengthen market position. Reasons To Buy: - Gain in-depth insight into the social media marketing strategies used in each of the BRIC countries - Understand the various market dynamics within the BRIC countries by key industry and use the knowledge to capitalize on the potential of these high-growth markets - Take informed decisions and formulate effective technical and marketing strategies based on the report s detailed market insights on social media marketing strategies - Identify the key specific growth segments within the social media marketing sector in each of the BRIC countries - Understand the growth strategies adopted by key companies and social networking sites Key Highlights: - Social media marketing in the BRIC countries is still in its early stage of development, and while companies are keen to redesign strategies to benefit from this platform, tools and knowledge on measuring returns on investment remain unclear. However, BRICdata expects this will change significantly during the forecast period, following wider social media marketing participation from companies. - Social media in Brazil is increasingly used by companies as a strategic marketing tool. The main use of social networks by companies in Brazil is for advertising their products and services, followed by brand

2 monitoring and identifying sales opportunities. Companies are now evaluating their marketing budgets and BRICdata expects there will be an increased budget allocation for social media marketing during the forecast period ( ). - Spamming on social networks and linguistic barriers for non-russian brands are the key challenges in a digital marketing campaign. It is vital for marketers to understand the internet penetration and income groups of their end users, as the economy and consumer behavior can differ depending on the region. Social gaming is expected to register impressive growth over the forecast period, to become one of the most attractive areas for social media marketing activities. - The rapid growth in social media marketing is helping companies win business in India. According to estimates in 2010, over 50% of the companies were successful in broadening their customer base through digital media campaigns. BRICdata expects the amount of spending on social media marketing will increase as a percentage of overall sales and marketing expenditure during the forecast period. - The popularity of mobile internet increases the value proposition for marketing initiatives, which can impact China s rural market and low-income groups. With the country s increasing mobile penetration, more marketing budgets will be allocated for social media as mobile phone ads become more interactive and engaging. The launch of 3G and upcoming 4G services will further fuel the growth of social media marketing in the country. Contents: 1 Executive Summary 2 BRIC Social Media Marketing Attractiveness 2.1 Social Media Market Environment in BRIC Countries 2.2 Future Prospects of Social Media Marketing in BRIC Countries 2.3 Social Media Marketing Challenges in BRIC Countries 3 Social Media Marketing Strategies in Brazil 3.1 Introduction to Social Media Market in Brazil 3.2 Key Drivers of Social Media in Brazil Infrastructure drivers: mobile and internet Consumer drivers Business drivers 3.3 Social Media Future Prospects and Growth Strategies Overview of social media subscribers Future potential of social network users Growth strategies adopted by social networking sites 3.4 Social Media Marketing Strategies in Key Industries Healthcare BFSI Travel and tourism FMCG Entertainment 3.5 Case Studies Samsung Omnia Unilever OMO 3.6 Challenges 3.7 Future of Social Media Marketing Overview Social media marketing strategies Technology and devices Social networking site strategies 4 Social Media Marketing Strategies in Russia 4.1 Introduction to Social Media Market in Russia 4.2 Key Drivers of Social Media in Russia Infrastructure drivers: mobile and internet Consumer drivers Business drivers 4.3 Social Media Future Prospects and Growth Strategies Overview of social media subscribers Future potential of social media subscribers Growth strategies adopted by social networking sites 4.4 Social Media Marketing Strategies in Key Industries

3 4.4.1 Healthcare BFSI Travel and tourism FMCG Entertainment 4.5 Case Studies Clearasil Russia HTC Russia 4.6 Challenges 4.7 Future of Social Media Marketing Overview Social media marketing strategies Technology and devices Social networking site strategy 5 Social Media Marketing Strategies in India 5.1 Introduction to Social Media Market in India 5.2 Key Drivers of Social Media in India Infrastructure drivers: mobile and internet Consumer drivers Business drivers 5.3 Social Media Future Prospects and Growth Strategies Overview of social media subscribers Future potential Growth strategies adopted by social networking sites 5.4 Social Media Marketing Strategies in Key Industries Healthcare BFSI Travel and tourism FMCG Entertainment 5.5 Case Studies PepsiCo India Mahindra Homestays 5.6 Challenges 5.7 Future of Social Media Marketing in India Overview Social media marketing strategies Technology and devices Social networking site strategy 6 Social Media Marketing Strategies in China 6.1 Introduction to Social Media Market in China 6.2 Key Drivers of Social Media in China Infrastructure drivers: mobile and internet Consumer drivers Business drivers 6.3 Social Media Future Prospects and Growth Strategies Overview of social media subscribers Future potential Growth strategies adopted by social networking sites 6.4 Social Media Marketing Strategies in Key Industries Healthcare BFSI Travel and tourism FMCG Entertainment 6.5 Case Studies Lancome China Lufthansa China 6.6 Challenges 6.7 Future of Social Media Marketing Overview

4 6.7.2 Social media marketing strategies Technology and devices Social networking site strategy 7 Appendix 7.1 What is this Report About? 7.2 Definitions 7.3 Methodology 7.4 Disclaimer List of Tables Table 1: Market Environment for Social Media in BRIC Countries, 2011 Table 2: Future of Social Media Marketing in Brazil by Industry Table 3: Future of Social Media Marketing in Russia Table 4: Awareness and Usage of Social Networking vs. Other Mobile Data Services by Age Group Table 5: The Future of Social Media Marketing in India Table 6: Future of Social Media Marketing in China Table 7: BRICdata Social Media Marketing Definitions List of Figures Figure 1: Snapshot of Social Media Usage in Brazil, 2011 Figure 2: Leading Social Networking Websites in Brazil, 2010 Figure 3: User Growth Comparison (Million), Facebook vs. Orkut Figure 4: Platforms Used by Companies that Engage in Social Media Marketing in Brazil (%), 2010 Figure 5: Internet Users in Brazil (Million), Figure 6: Mobile Users in Brazil (Million), Figure 7: Number of Social Networking Users in Brazil (Million), Figure 8: Number of Social Networking Users in Brazil (Million), Figure 9: Snapshot of Social Media Strategies in Key Industries in Brazil Figure 10: Leading Initiatives by Companies Using Social Media in Brazil, March 2010 Figure 11: Healthcare Industry Using Social Media for Recruitment in Brazil Figure 12: Banks Using Slideshare in Brazil Figure 13: TAM Airlines Page on Twitter Figure 14: Barriers to Adopting Social Media, March 2010 Figure 15: Snapshot of Social Media in Russia, 2011 Figure 16: Number of Internet Users in Russia (Million), Figure 17: Number of Mobile Users in Russia (Million), Figure 18: Top 10 Countries by Time Spent on Social Networking Sites, August 2010 Figure 19: Number of Social Networking Users in Russia (Million), Figure 20: Number of Social Networking Users in Russia (Million), Figure 21: Snapshot of Prison Game on Vkontakte Figure 22: Snapshot of Social Media Strategies in Key Industries in Russia Figure 23: Sberbank Rossii Page on Vkontakte Figure 24: Baltimore Contest on Vkontakte Figure 25: Clearasil "CLEARBOOTH" Application Figure 26: Leading Social Networking Sites in India, July 2010 Figure 27: Snapshot of Social Media Usage in India, 2011 Figure 28: Internet Penetration Rate in India, Figure 29: Number of Mobile Users (Million), Figure 30: Indian Internet Usage Split by Customer Group Figure 31: Active Facebook Activities on Internet, Urban and Rural India Figure 32: Social Network Users in India (Million), Figure 33: Social Networking Users in India (Million), Figure 34: Snapshot of Social Media Strategies in Key Industries in India Figure 35: Actve Facebook Fan Page Figure 36: Snapshot of Social Media Usage in China, 2011 Figure 37: Number of Internet Users in China (Million), Figure 38: Number of Mobile Users in China (Million), Figure 39: Growth in 3G Subscriber Base (Millions), December July 2011 Figure 40: Internet Consumer Behavior in China, June 2010 Figure 41: Internet Usage Split by Age-group in China

5 Figure 42: Number of Social Network Users in China (Million), Figure 43: Number of Social Network Users in China (Million), Figure 44: Snapshot of Chinese Social Media Strategies in Key Industries Ordering: Order Online - Order by Fax - using the form below Order by Post - print the order form below and send to Research and Markets, Guinness Centre, Taylors Lane, Dublin 8, Ireland.

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