Basir Syed, Product Marketing Manager, IBM Social Media Analytics
For those who have been watching television in India lately, it would inevitably be the Indian Premier League, and specifically a couple of things that would have caught their eye.
One is the buzz that the event has created across the various social media platforms, and constant pounding of mobile and service provider advertisements during the commercial breaks. The sixth edition of this cash-rich Indian Premier League has more than 100 corporate advertisers generating Rs.1,500 crore through direct advertising or innovative association with the franchises. Most of the big advertisers are leveraging social media with incremental budgets to connect with their audiences.Twitter is an integral part of the Pepsi IPL 2013, with a variety of applications and features which promise to make the tournament an unprecedented interactive experience, for the fans. Youtube has made the experience of watching IPL more social with the ability to chat live and has integrated Google+.
Along with leveraging social media, IPL has been a platform for mobile phone manufactures and service providers, since India now has more than 777 million mobile subscribers, and this is larger than the total population of many countries. Obviously, the use of mobile phones by such a large population is not only restricted to making calls.
In 2009, 10 million people used mobile banking, and in 2013, the figure has reached 53 million with an annual growth rate of 51.8%. The usage of social media is a little higher at 60 million. These figures are constantly growing.
The IPL is just one event where there have been more than 7 million tweets and over. Social media is the chosen platform for supporting, opposing and expression, and, if you are a brand, people are talking about you online whether you like it or not. If you are not present to respond to them, you are missing out on a lot of customers.
India’s 1.21 billion strong population has more than 50 percent of its population below the age of 25, and more than 65 percent below the age of 35. This fact proves that there is enormous market opportunity, and I can foresee social media being adopted across various industries.
In March 2013, the Mumbai police set a precedent by starting a 24/7 social media lab, which monitors social media activities of the city, and now, the possibility of other cities following suit is likely. There are various business sectors such as: Aviation, Agriculture, Telecom, Pharmaceutical, Real Estate, Automobile, and Energy that have already adopted various forms of social media, but now they have an opportunity to make use of all these conversations that are happening in various platforms to evolve, understand discover their consumers and markets to get ahead of the pack
IBM is the recognized leader in enabling organizations to integrate social media analytics into their customer processes through a combination of industry-leading technology and services expertise. Our solutions help clients proactively improve their customer, partner, and employee relationships through analytic insights. We realize that companies may have different approaches towards analytic technologies, for which we have SaaS and on-premise level offerings available to suit clients’ needs. So now, there is no need for you to look any further for the all-important social media analytics.
For more information:
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