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Social Media Marketing Strategies and Emerging Opportunities in BRIC Countries Product Image

Social Media Marketing Strategies and Emerging Opportunities in BRIC Countries

  • ID: 2037204
  • January 2012
  • 99 Pages
  • BRICdata

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 READ MORE >

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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

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Note: Product cover images may vary from those shown

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