Regional Marketing through Social Media

Leveraging Social Media for Regional Marketing

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•  Google launched its Translator in Hindi in 2007, and its Hindi portal in 2009 •  In September 2011, Twitter launched regional content delivery in Hindi

•  Google and Facebook offer Search in 9 Indian languages -‐ Hindi, Bengali, Gujarati, Marathi, Punjabi, Tamil, Telugu, Kannada or Malayalam

•  IndiBlogger, a popular Indian blog portal, hosted 350 Hindi blogs in 2010 (Currently 1861)

•  Around 64% of rural internet users (24.3 million active users out of a total of 38 million) use the internet in their local language

•  The vernacular sites are growing at 56 % YOY and English sites just by 11% YOY


According to a latest study jointly done by Internet and Mobile Association of India (IAMAI) and IMRB International

Regional language content availability can boost the growth of Internet in India by 24 percent


•  Rural India: 27 % of the users use Hindi to access online content, followed by Marathi and Tamil languages

•  Urban India: 60 % of the users access online content in Hindi, followed by Tamil and Marathi languages

Hindi -‐ The 2nd most widely preferred language, after English in India


Changing numbers on Facebook Facebook currently supports 80+ Languages worldwide


Audiences define the language English is Number 1 on Facebook, but dipping!

When you create a Facebook account, your language is defaulted based on your region but you can also change it according to your preferences. Users interviewed felt comfortable using Facebook in English while a growing population believed their local language helped

them be more grammatically correct in their communication with others.

Countries like Brazil, India, Mexico, Indonesia and regions in Africa are seeing a rapid growth in Facebook users.


Indians prefer to write using English alphabets, even though the content may

read out in Hindi


Pinterest brings Hindi language support for Indian users


•  On March 19th 2014, Pinterest announced an update specifically for Indian users -‐ language support for Hindi -‐ as a part of its app update for Android and iOS

•  India has second highest user base when it comes to Facebook or Linkedin or Twitter but in case of Pinterest, India accounts for only 9.3% of userbase

•  This probably is the reason why Pinterest launched the Hindi version, to attract millions of Indian who are on the internet, but are not comfortable with English language


Brands leveraging Social Media using regional languages BBC – Hindi (Facebook & Google)

Bangalore Traffic Police

AAP Kerala

Maharashtra Times


§  Started in July 2011, BBC Hindi is a 1.4 Million Fan Page with an Engagement Ratio of approx 9% §  NDTV (English) on the other hand has a 3 Million Fan Page with an Engagement Ratio of approx 7.5% §  An Engagement Ratio of 9% shows that the audiences engaging are relating to the content and

conversing too, delivering an ER higher than what other players receive. §  BBC Hindi has used this strategy to tap markets where other new players have not made a mark.


Hindi content on Google+ is helping BBC India to increase the relevancy of their content, thus increasing their SEO rank.


Maharashtra Times

Maharashtra Times use their regional language Marathi as a relevant move towards tapping their audience.


Aam Aadmi Party Kerala

AAP is leveraging Social Media to its best with individual Facebook pages for every state. The party has gone one step ahead and even started communicating with its audience in regional languages. Eg. AAP Kerala


English + Kannad = Social Message

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Another benchmark -‐ Advertising to Regional Audiences

Via Facebook & Google


Airtel India

Airtel India has gone one step ahead and started targeting regional content to the relevant audience.


Way Ahead for Regional Marketing

•  The last decade has witnessed unprecedented Internet diffusion in India.

•  Over the past three years alone, Internet usage in India increased from 100 to 200 million people.

•  The increase has not taken place only among the Urban but also amongst the Rural Indian population.

•  Regional marketing is thus going to be essential and crucial for advertising in the future and its time for brands to capitalize on the same at the earliest.

•  Regional Marketing will impact not just Facebook usage but also advertising in order to increase Google & SEO Ranks, providing content of higher relevance to different segments.

•  The question is not whether the consumption of your brand is currently only by an English-‐speaking audience but whether if you want to reach far out and wider across India


Insightful Digital Outreach assures an innovative & sustained engagement.

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Regional Marketing through Social Media