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Top Indian Brands on Social Media – January 2014

analyzed by
Top Indian Brands on Social Media- January 2014
ANALYSIS OF

BRANDS ON
FACEBOOK

SO

Fans, Conversations, Engagement,
Campaigns, etc...
Sector Leaders in India
(Based on the Unmetric Score for Facebook)

Sector
Automotive

Aviation

Beverages - Alcohol

Banking & Finance
Consumer Electronics

January 2014

Brand

Sector
Food & Beverages

Home Appliances

Home Care

Hospitality

Insurance

Brand
Sector Leaders in India
(Based on the Unmetric Score for Facebook)

Sector
Mobiles & Handhelds

Personal Care

Restaurant & Café

Retail

January 2014

Brand

Sector
Retail Chain

Telecom

Travel & Tourism

Technology

Brand
A closer look
into these
sectors & brands
Comparing Top Banking & Finance Brands
(Based on the Unmetric Score )

Engagement

Audience
Conversation
(as % of fans)

Community

Admin Posts

Engagement

Fan Posts

% of Fan
Posts
Admin
Responded

1.7 %

31

617

1,033

33.3 %

5.2 %

1.8 %

60

168

-

-

2,179,511

6.9 %

2.1 %

34

121

792

59.3 %

Franklin
Templeton India

880,861

5.5 %

2.1 %

100

175

45

11.1 %

Visa (India)

468,628

0.56 %

5%

24

967

92

2.2 %

Brand Name
Total Fans

Fan Growth

ICICI Bank

2,693,120

2.3 %

Axis Bank

2,080,273

HDFC Bank

January 2014
ICICI – #TabBanking
ICICI Bank introduced a new feature that will enable one to open an account within a day without
visiting the bank by just using a tablet. Posts around this new feature engaged the best with its fans
with an average engagement score of 824.

ICICI’s average engagement score
was 617, which more than twice the
sector average of 284.
Comparing Top Mobile & Handhelds Brands
(Based on the Unmetric Score )

Engagement

Audience
Conversation
(as % of fans)

Brand Name

Community

Admin Posts

Engagement

Fan Posts

% of Fan
Posts Admin
Responded

1.6 %

95

336

2,760

41.6 %

2%

1.8 %

94

330

4,094

55.4 %

4,705,208

3.7 %

1.6 %

47

248

687

15.9 %

Sony Mobile India

4,480,587

0.57 %

1%

59

290

388

30.4 %

XOLO

1,718,629

16.3 %

5%

37

433

-

-

Total Fans

Fan Growth

Samsung Mobile
India

9,725,496

2.3 %

Nokia India

10,043,314

HTC India

January 2014
Samsung Mobile India - #EveryDayGrand Contest
Samsung Mobile India ran a contest on Facebook where fans get to win a Galaxy Grand 2. The posts
around the contest generated lots of buzz for the brand.

Samsung Mobile India saw a peak in
its fan growth rate after the contest
was announced on the 22nd January
Comparing Top Restaurant & Café Brands
(Based on the Unmetric Score )

Engagement

Audience
Conversation
(as % of fans)

Community

Admin Posts

Engagement

Fan Posts

% of Fan
Posts
Admin
Responded

2.1 %

266

105

687

48.9 %

3.9 %

2.4 %

102

298

968

91.5 %

4,044,641

0.73 %

0.69 %

61

139

273

12.8 %

Pizza Hut
Celebrations

3,680,718

1.8 %

1.4 %

43

145

267

13.9 %

Dunkin’ Donuts

561,673

9.8 %

3.3 %

130

69

56

17.9 %

Brand Name

Total Fans

Fan Growth

Domino’s India

5,930,328

3.3 %

KFC India

6,059,247

Café Coffee Day

January 2014
Domino’s Pizza India – Content Strategy
In January, Domino’s Pizza India focussed on posting content around special offers, but posts on
contests engaged the best with its fans. The brand posted 30 contest-related updates which
garnered an average engagement score of 203.

Updates that contained photos saw better
engagement than posts with just plain
text.
ANALYSIS OF

BRANDS ON

TWITTER

Followers, Customer Service Metrics,
Campaigns, etc...
Sector Leaders in India
(Based on the Unmetric Score for Twitter)

Sector
Automotive

Aviation

Beverages - Alcohol

Banking & Finance
Consumer Electronics

January 2014

Brand

Sector
Food & Beverages

Home Appliances

Home Care

Hospitality

Insurance

Brand
Sector Leaders in India
(Based on the Unmetric Score for Twitter)

Sector
Mobiles & Handhelds

Personal Care

Restaurant & Café

Retail

January 2014

Brand

Sector
Retail Chain

Telecom

Travel & Tourism

Technology

Brand
A closer look
into these
sectors & brands
Comparing Top Automotive Brands
(Based on the Unmetric Score )

Number of Tweets
Brand Name

Total Followers

Followers
Growth

Engagement
Score

Average
Response Time

Proactive
Tweets

Replies

Retweets

Tata Nano

12,734

13.7 %

310

311

1,203

1,366

2:00:17

Mercedes Benz
India

23,692

23.7 %

362

96

387

901

5:47:25

Audi India

27,834

19.5 %

583

81

1,206

1,588

1:53:57

Suzuki
Motorcycles

6,856

12 %

927

363

5,064

8,078

2:26:56

Nissan India

21,691

2.4 %

262

63

5,064

8,078

2:48:26

January 2014
Tata Nano - #CelebrateCityness
Tata Nano ran the #CelebrateCityness Twitter contest between the 11th and 20th January and gave
away Nano goodies to 3 winners everyday. The tweets around the contests saw high engagement
among its followers.

#CelebrateCityness was the most
used hashtag by the brand and its
followers.

As a result, Tata Nano garnered an
average engagement score of 310,
which 31 times the sector average
of 10
Comparing Top Retail Brands
(Based on the Unmetric Score )

Number of Tweets
Brand Name

Total Followers

Followers
Growth

Engagement
Score

Average
Response Time

Proactive
Tweets

Replies

Retweets

FabFurnish

1,111

14.1 %

929

87

742

314

7:57:51

Allen Solly

10,258

220.5%

236

193

132

286

6:35:32

Godrej Nature’s
Basket

3,661

5.2%

227

146

218

166

8:54:42

Century Ply India

2,221

5.5 %

819

78

510

366

3:08:29

Louis Philippe

1,953

13.6 %

980

125

1,110

1,454

6:58:14

January 2014
FabFurnish - #FreedomOfImagination Contest
FabFurnish asked its followers to combine the words, Freedom and Imagination to come up with single
word for it and gave away a Rs.1,500 worth voucher for the winners.

The brand promoted the contest using
the hashtag #FreedomOfImagination,
which was used 5,895 times by its
followers.

FabFurnish’s saw high levels of engagement
during the contest. The average engagement
score was 929, which is more than 20 times the
sector average of 45
Comparing Top Aviation Brands
(Based on the Unmetric Score )

Number of Tweets
Brand Name

Total Followers

Followers
Growth

Engagement
Score

Average
Response Time

Proactive
Tweets

Replies

Retweets

IndiGo

4,417

15.6 %

191

496

1,045

548

0:18:57

Jet Airways

46,899

1.3 %

70

33

381

108

12:55:30

SpiceJet Airlines

11,005

4.3 %

95

52

172

85

1:48:41

Turkish Airlines
India

1,250

7%

389

65

98

43

83:00:41

January 2014
IndiGo - #6efridayquiz
IndiGo conducted a Twitter quiz every Friday in January and gave away travel vouchers to the
winners. The tweets around the quiz generated lots of buzz and the hashtag #6efridayquiz was one
the most engaging hashtag for the brand with an engagement score of 795.

IndiGo saw high levels of engagement
on all Fridays in January

Indigo garnered an overall average
engagement score of 191, which is more
than twice the sector average of 81
ANALYSIS OF

BRANDS ON

YOUTUBE

SO

Views, Shares, Uploads, Top Video, etc...
Sector Leaders in India
(Based on the Unmetric Score for YouTube)

Sector
Automotive

Aviation

Beverages - Alcohol

Banking & Finance
Consumer Electronics

January 2014

Brand

Sector
Food & Beverages

Home Appliances

Home Care

Hospitality

Insurance

Brand
Sector Leaders in India
(Based on the Unmetric Score for YouTube)

Sector
Mobiles & Handhelds

Personal Care

Restaurant & Café

Retail

January 2014

Brand

Sector
Retail Chain

Telecom

Travel & Tourism

Technology

Brand
A closer Look at
Selected Top
Brands

SO
Myntra
Mega Sale
Video Views Growth

Myntra’s ‘Mega Sale’ video was the most
watched video on its channel in January with
more than 1 million views.
Samsung Mobile India
Samsung Galaxy Grand 2 TVC
Video Views Growth

The Samsung Galaxy Grand 2 TVC was
posted on Samsung Mobile’s YouTube
channel on the 28th January and
garnered more than 624,000 views in just
3 days.
Cadbury Bournville
Rediscover an old favorite
Video Views Growth

Cadbury Bournville’s ‘Rediscover an old
favorite’ video was the most viewed video
on its channel in January and was viewed
37,000 times in 2 days.
THANK YOU
Please contact us at

info@unmetric.com
for more information

About Unmetric :
Unmetric works with leading brands and agencies to help them establish benchmarks for their social media teams and
social media campaigns. The data provided by the Unmetric (SaaS) platform is instrumental in facilitating understanding
and driving down costs by creating more efficient social media teams.

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Top Indian Brands on Social Media- January 2014

  • 1. Top Indian Brands on Social Media – January 2014 analyzed by
  • 3. ANALYSIS OF BRANDS ON FACEBOOK SO Fans, Conversations, Engagement, Campaigns, etc...
  • 4. Sector Leaders in India (Based on the Unmetric Score for Facebook) Sector Automotive Aviation Beverages - Alcohol Banking & Finance Consumer Electronics January 2014 Brand Sector Food & Beverages Home Appliances Home Care Hospitality Insurance Brand
  • 5. Sector Leaders in India (Based on the Unmetric Score for Facebook) Sector Mobiles & Handhelds Personal Care Restaurant & Café Retail January 2014 Brand Sector Retail Chain Telecom Travel & Tourism Technology Brand
  • 6. A closer look into these sectors & brands
  • 7. Comparing Top Banking & Finance Brands (Based on the Unmetric Score ) Engagement Audience Conversation (as % of fans) Community Admin Posts Engagement Fan Posts % of Fan Posts Admin Responded 1.7 % 31 617 1,033 33.3 % 5.2 % 1.8 % 60 168 - - 2,179,511 6.9 % 2.1 % 34 121 792 59.3 % Franklin Templeton India 880,861 5.5 % 2.1 % 100 175 45 11.1 % Visa (India) 468,628 0.56 % 5% 24 967 92 2.2 % Brand Name Total Fans Fan Growth ICICI Bank 2,693,120 2.3 % Axis Bank 2,080,273 HDFC Bank January 2014
  • 8. ICICI – #TabBanking ICICI Bank introduced a new feature that will enable one to open an account within a day without visiting the bank by just using a tablet. Posts around this new feature engaged the best with its fans with an average engagement score of 824. ICICI’s average engagement score was 617, which more than twice the sector average of 284.
  • 9. Comparing Top Mobile & Handhelds Brands (Based on the Unmetric Score ) Engagement Audience Conversation (as % of fans) Brand Name Community Admin Posts Engagement Fan Posts % of Fan Posts Admin Responded 1.6 % 95 336 2,760 41.6 % 2% 1.8 % 94 330 4,094 55.4 % 4,705,208 3.7 % 1.6 % 47 248 687 15.9 % Sony Mobile India 4,480,587 0.57 % 1% 59 290 388 30.4 % XOLO 1,718,629 16.3 % 5% 37 433 - - Total Fans Fan Growth Samsung Mobile India 9,725,496 2.3 % Nokia India 10,043,314 HTC India January 2014
  • 10. Samsung Mobile India - #EveryDayGrand Contest Samsung Mobile India ran a contest on Facebook where fans get to win a Galaxy Grand 2. The posts around the contest generated lots of buzz for the brand. Samsung Mobile India saw a peak in its fan growth rate after the contest was announced on the 22nd January
  • 11. Comparing Top Restaurant & Café Brands (Based on the Unmetric Score ) Engagement Audience Conversation (as % of fans) Community Admin Posts Engagement Fan Posts % of Fan Posts Admin Responded 2.1 % 266 105 687 48.9 % 3.9 % 2.4 % 102 298 968 91.5 % 4,044,641 0.73 % 0.69 % 61 139 273 12.8 % Pizza Hut Celebrations 3,680,718 1.8 % 1.4 % 43 145 267 13.9 % Dunkin’ Donuts 561,673 9.8 % 3.3 % 130 69 56 17.9 % Brand Name Total Fans Fan Growth Domino’s India 5,930,328 3.3 % KFC India 6,059,247 Café Coffee Day January 2014
  • 12. Domino’s Pizza India – Content Strategy In January, Domino’s Pizza India focussed on posting content around special offers, but posts on contests engaged the best with its fans. The brand posted 30 contest-related updates which garnered an average engagement score of 203. Updates that contained photos saw better engagement than posts with just plain text.
  • 13. ANALYSIS OF BRANDS ON TWITTER Followers, Customer Service Metrics, Campaigns, etc...
  • 14. Sector Leaders in India (Based on the Unmetric Score for Twitter) Sector Automotive Aviation Beverages - Alcohol Banking & Finance Consumer Electronics January 2014 Brand Sector Food & Beverages Home Appliances Home Care Hospitality Insurance Brand
  • 15. Sector Leaders in India (Based on the Unmetric Score for Twitter) Sector Mobiles & Handhelds Personal Care Restaurant & Café Retail January 2014 Brand Sector Retail Chain Telecom Travel & Tourism Technology Brand
  • 16. A closer look into these sectors & brands
  • 17. Comparing Top Automotive Brands (Based on the Unmetric Score ) Number of Tweets Brand Name Total Followers Followers Growth Engagement Score Average Response Time Proactive Tweets Replies Retweets Tata Nano 12,734 13.7 % 310 311 1,203 1,366 2:00:17 Mercedes Benz India 23,692 23.7 % 362 96 387 901 5:47:25 Audi India 27,834 19.5 % 583 81 1,206 1,588 1:53:57 Suzuki Motorcycles 6,856 12 % 927 363 5,064 8,078 2:26:56 Nissan India 21,691 2.4 % 262 63 5,064 8,078 2:48:26 January 2014
  • 18. Tata Nano - #CelebrateCityness Tata Nano ran the #CelebrateCityness Twitter contest between the 11th and 20th January and gave away Nano goodies to 3 winners everyday. The tweets around the contests saw high engagement among its followers. #CelebrateCityness was the most used hashtag by the brand and its followers. As a result, Tata Nano garnered an average engagement score of 310, which 31 times the sector average of 10
  • 19. Comparing Top Retail Brands (Based on the Unmetric Score ) Number of Tweets Brand Name Total Followers Followers Growth Engagement Score Average Response Time Proactive Tweets Replies Retweets FabFurnish 1,111 14.1 % 929 87 742 314 7:57:51 Allen Solly 10,258 220.5% 236 193 132 286 6:35:32 Godrej Nature’s Basket 3,661 5.2% 227 146 218 166 8:54:42 Century Ply India 2,221 5.5 % 819 78 510 366 3:08:29 Louis Philippe 1,953 13.6 % 980 125 1,110 1,454 6:58:14 January 2014
  • 20. FabFurnish - #FreedomOfImagination Contest FabFurnish asked its followers to combine the words, Freedom and Imagination to come up with single word for it and gave away a Rs.1,500 worth voucher for the winners. The brand promoted the contest using the hashtag #FreedomOfImagination, which was used 5,895 times by its followers. FabFurnish’s saw high levels of engagement during the contest. The average engagement score was 929, which is more than 20 times the sector average of 45
  • 21. Comparing Top Aviation Brands (Based on the Unmetric Score ) Number of Tweets Brand Name Total Followers Followers Growth Engagement Score Average Response Time Proactive Tweets Replies Retweets IndiGo 4,417 15.6 % 191 496 1,045 548 0:18:57 Jet Airways 46,899 1.3 % 70 33 381 108 12:55:30 SpiceJet Airlines 11,005 4.3 % 95 52 172 85 1:48:41 Turkish Airlines India 1,250 7% 389 65 98 43 83:00:41 January 2014
  • 22. IndiGo - #6efridayquiz IndiGo conducted a Twitter quiz every Friday in January and gave away travel vouchers to the winners. The tweets around the quiz generated lots of buzz and the hashtag #6efridayquiz was one the most engaging hashtag for the brand with an engagement score of 795. IndiGo saw high levels of engagement on all Fridays in January Indigo garnered an overall average engagement score of 191, which is more than twice the sector average of 81
  • 23. ANALYSIS OF BRANDS ON YOUTUBE SO Views, Shares, Uploads, Top Video, etc...
  • 24. Sector Leaders in India (Based on the Unmetric Score for YouTube) Sector Automotive Aviation Beverages - Alcohol Banking & Finance Consumer Electronics January 2014 Brand Sector Food & Beverages Home Appliances Home Care Hospitality Insurance Brand
  • 25. Sector Leaders in India (Based on the Unmetric Score for YouTube) Sector Mobiles & Handhelds Personal Care Restaurant & Café Retail January 2014 Brand Sector Retail Chain Telecom Travel & Tourism Technology Brand
  • 26. A closer Look at Selected Top Brands SO
  • 27. Myntra Mega Sale Video Views Growth Myntra’s ‘Mega Sale’ video was the most watched video on its channel in January with more than 1 million views.
  • 28. Samsung Mobile India Samsung Galaxy Grand 2 TVC Video Views Growth The Samsung Galaxy Grand 2 TVC was posted on Samsung Mobile’s YouTube channel on the 28th January and garnered more than 624,000 views in just 3 days.
  • 29. Cadbury Bournville Rediscover an old favorite Video Views Growth Cadbury Bournville’s ‘Rediscover an old favorite’ video was the most viewed video on its channel in January and was viewed 37,000 times in 2 days.
  • 30. THANK YOU Please contact us at info@unmetric.com for more information About Unmetric : Unmetric works with leading brands and agencies to help them establish benchmarks for their social media teams and social media campaigns. The data provided by the Unmetric (SaaS) platform is instrumental in facilitating understanding and driving down costs by creating more efficient social media teams.