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India Social Media Report, Edition 2 Key Findings 3 Research Methodology The survey was jointly conducted by Blogworks and NM Incite in November 2010. A detailed questionnaire was hosted online to collect responses from brands/organizations and agencies/consulting firms. 73% of the respondents from brands/organizations state that they have been directly involved in managing their social media programme; Responses from those not involved were not considered. Research analysis has been done on a sample of 499 respondents coming from 3 segments – - Brands/organizations - 236 - Agencies/Consultants (Agencies) - 208 - Others (Primarily students) - 55 Statistical analysis of each question only takes into account valid responses to that specific question and not the total number of entries, thus allowing for a more precise evaluation. Social media adoption is mainstream, last 2 years have contributed significantly 5 Base:228 Respondents Q. Has your organization engaged in any social media initiatives? 74% in past 2 Years Q. Since when has your brand/ organization been engaged in social media activities? Base: 177 respondents Mainstream Recent Majority of brands manage their social media engagements in-house; only 23% are outsourced  7 Base:172 Respondents Q. What’s the nature of your brand/ organization’s social media engagement programme?? Fig. in % Survey Report – Edition 1 (2009) Adoption of social media has likely resulted in in creation of in-sourced positions within the brand/ organization 78% social media programmes are B2C focused; B2B adoption at 41%is encouraging 9 Base:174 Respondents Q. What’s the nature of your brand/ organizations social media engagement programme?? Fig. in % Cross Tab B2C B2B Partners employees B2C 100% 30% 25% B2B 58% 100% 38% Partners employees 74% 59% 100% B2B focused programmes have a strong focus (58%) on B2C engagement too Nearly 80% of social media programmes are led by the marketing department of brands/organizations; sales