Social Media Marketing Strategies and Emerging Opportunities in BRIC Countries

• Publication date: January 2012

Synopsis The 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 ...

Synopsis

The 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 (2007–2016) along with expansion strategies

Executive Summary

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.

Scope

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, 2007–2016, 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 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 (2012–2016).
• 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.

Internet Business Industry in Brazil

Table of 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
3.2.1 Infrastructure drivers: mobile and internet
3.2.2 Consumer drivers
3.2.3 Business drivers
3.3 Social Media Future Prospects and Growth Strategies
3.3.1 Overview of social media subscribers
3.3.2 Future potential of social network users
3.3.3 Growth strategies adopted by social networking sites
3.4 Social Media Marketing Strategies in Key Industries
3.4.1 Healthcare
3.4.2 BFSI
3.4.3 Travel and tourism
3.4.4 FMCG
3.4.5 Entertainment
3.5 Case Studies
3.5.1 Samsung Omnia 2
3.5.2 Unilever OMO
3.6 Challenges
3.7 Future of Social Media Marketing
3.7.1 Overview
3.7.2 Social media marketing strategies
3.7.3 Technology and devices
3.7.4 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
4.2.1 Infrastructure drivers: mobile and internet
4.2.2 Consumer drivers
4.2.3 Business drivers
4.3 Social Media Future Prospects and Growth Strategies
4.3.1 Overview of social media subscribers
4.3.2 Future potential of social media subscribers
4.3.3 Growth strategies adopted by social networking sites
4.4 Social Media Marketing Strategies in Key Industries
4.4.1 Healthcare
4.4.2 BFSI
4.4.3 Travel and tourism
4.4.4 FMCG
4.4.5 Entertainment
4.5 Case Studies
4.5.1 Clearasil Russia
4.5.2 HTC Russia
4.6 Challenges
4.7 Future of Social Media Marketing
4.7.1 Overview
4.7.2 Social media marketing strategies
4.7.3 Technology and devices
4.7.4 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
5.2.1 Infrastructure drivers: mobile and internet
5.2.2 Consumer drivers
5.2.3 Business drivers
5.3 Social Media Future Prospects and Growth Strategies
5.3.1 Overview of social media subscribers
5.3.2 Future potential
5.3.3 Growth strategies adopted by social networking sites
5.4 Social Media Marketing Strategies in Key Industries
5.4.1 Healthcare
5.4.2 BFSI
5.4.3 Travel and tourism
5.4.4 FMCG
5.4.5 Entertainment
5.5 Case Studies
5.5.1 PepsiCo India
5.5.2 Mahindra Homestays
5.6 Challenges
5.7 Future of Social Media Marketing in India
5.7.1 Overview
5.7.2 Social media marketing strategies
5.7.3 Technology and devices
5.7.4 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
6.2.1 Infrastructure drivers: mobile and internet
6.2.2 Consumer drivers
6.2.3 Business drivers
6.3 Social Media Future Prospects and Growth Strategies
6.3.1 Overview of social media subscribers
6.3.2 Future potential
6.3.3 Growth strategies adopted by social networking sites
6.4 Social Media Marketing Strategies in Key Industries
6.4.1 Healthcare
6.4.2 BFSI
6.4.3 Travel and tourism
6.4.4 FMCG
6.4.5 Entertainment
6.5 Case Studies
6.5.1 Lancome China
6.5.2 Lufthansa China
6.6 Challenges
6.7 Future of Social Media Marketing
6.7.1 Overview
6.7.2 Social media marketing strategies
6.7.3 Technology and devices
6.7.4 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), 2007-2016
Figure 6: Mobile Users in Brazil (Million), 2007-2016
Figure 7: Number of Social Networking Users in Brazil (Million), 2007-2011
Figure 8: Number of Social Networking Users in Brazil (Million), 2012-2016
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), 2007-2016
Figure 17: Number of Mobile Users in Russia (Million), 2007-2016
Figure 18: Top 10 Countries by Time Spent on Social Networking Sites, August 2010
Figure 19: Number of Social Networking Users in Russia (Million), 2007-2011
Figure 20: Number of Social Networking Users in Russia (Million), 2012-2016
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, 2007-2016
Figure 29: Number of Mobile Users (Million), 2007-2016
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), 2007-2011
Figure 33: Social Networking Users in India (Million), 2012-2016
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), 2007-2016
Figure 38: Number of Mobile Users in China (Million), 2007-2016
Figure 39: Growth in 3G Subscriber Base (Millions), December 2010 - July 2011
Figure 40: Internet Consumer Behavior in China, June 2010
Figure 41: Internet Usage Split by Age-group in China
Figure 42: Number of Social Network Users in China (Million), 2007-2011
Figure 43: Number of Social Network Users in China (Million), 2012-2016
Figure 44: Snapshot of Chinese Social Media Strategies in Key Industries