INDIA CONFERENCE 2009

Marketing through Social Networking Sites: An Indian perspective

Mr. Nitin SunnyMr.Toshal Shenai

Objective

Introduction to Social Networking Sites

a.) Current scenario and trends

b.) Future of Social networking sites

Conclusion

Introduction to Social Networking sites

Social Networking Sites (SNS)

• Communicate, share, exchange:

ideas, knowledge, information, interests, opinions,

music, opportunities, product promotions,

activities, resources, and;

hold discussions for developing their social relations.

Social Media MarketingBrand (Building, Awareness)

Web Presence

Reach

Identify

Target

Acquire

$

a.) Current scenario and trends

– Indian internet statistics

– Identification of various social networking sites in India

– Indian Internet user Demographics

– Focus on the major players and Organizations

participating in social media marketing

– Revenue models for the websites

– Challenges in the Scenario

Indian Internet Statistics

47mio

regular

13miooccasional

60 million

Source: TRAI Performance Indicator Report June 2009

Indian Internet Statistics

• Cyber buyers, consumers, surfers.

7.72mio buyers26.58mio window shoppers 34.5mio total base

Source: JuxtConsult India Online 2009 report

Indian Internet user Demographics

9%

44%34%

13%

AGE

0-18

19-24

25-35

36 & Above

Source: JuxtConsult India Online 2009 report

Indian Internet user Demographics

Total 60 million users:

• 81% on social networks

• 14% rural participants

• 53% react to advertisements

• 82% male and 18% female

Status of Social Networking Sites in India

Source ViziSense, 24th November 2009

Website Unique Indian visitors (in millions)

Orkut.co.in 15.5

Facebook.com 10.3

Bharatstudent.com 2.42

LinkedIn.com 2.24

Ibibo.com 1.97

Twitter.com 1.43

Major Players : India

Revenue models for the websites

Facebook Ads Facebook Pages

A 3 year old successful

company with no revenue model !

Twitter: Companies advertise

independently as users

Challenges in the Scenario

• Only 5mio out of 60mio internet users prefer reading English

• Indian e-commerce is emerging. Not matured• Data transfer speeds. • 7mio Broadband, 40mio internet.• Social Media spending very less• Shoppers base vs. Actual buyers• Travel- The winner

b.) Future of Social Networking Sites

• Introduction

• SNS (Social networking sites) Integration

model

• Foray of Internet giants into the social

networking space.

• Future of marketing via SNS in India

Introduction

Social networking sites will be like AIR

What's the future ?

Source: “The Future Of Social Networks” , Forrester Research

SNS Integration model

Integration of various SNS One login ID Win-win for

all

One universalinterface like

internet

Foray of Internet giants into the social networking space.

• Entry of Internet giants into the SNS field.

• High influx of capital

• Better sustainability

• R&D

• A long lasting revenue model

Future of marketing via SNS in India

• 3G , BB and availability of cheaper and more

powerful hardware – Urban and rural.

• More users , more potential customers and

hence more marketing via SNS in India

• Narrowcasting, customized/personalized ads.

Future of marketing via SNS in India (Contd..)

• The right ad to the right audience

• Better levels of communication between

Companies and end users.

• Advanced Mapping tools to find the actual

success rate of online ads via SNS

Conclusion

• Increasing no of users

• India , one of the biggest markets – online

and offline

• Sustainability of SNS depended on a

fool-proof revenue model

Conclusion (Contd..)

• Focus in the future shouldn’t be on the

technology part

• But , on how to motivate the consumers

better to engage them in buying !

• Innovative marketing initiatives to be

expected in the future via SNS