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Social Media Engagement for Indian brands A Ketchum Sampark Study September 2012

Ketchum sampark engagement study

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The study analyzed 100 Indian brands and 100 global brands across 10 categories, and their growth in fan base and engagement on Facebook from January to August 2012

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Page 1: Ketchum sampark engagement study

Social Media Engagement for Indian brands

A Ketchum Sampark Study

September 2012

Page 2: Ketchum sampark engagement study

Explosive internet growth

120+ million internet users, expected to reach 400 million by 2015 Introduction of 4G, growth in sales of mobile internet devices like phablets

Internet on Mobile to be the primary driver for increasing internet penetration As of June 2012 there are 3.6 million mobile internet users, expected to grow to 100

million in 2015 12% of rural internet users already access internet on the mobile phones 66 % of internet usage in urban India is from beyond top 8 metro cities More people access internet at home Versus cyber cafés

Number of rural internet users is expected to reach 45 million by the end of December 2012 (of an estimated 130 million Indian users)

- Source : IAMAI & industry estimates

Page 3: Ketchum sampark engagement study

Social Networking dominates

25.2% of internet usage is for social networking in India: comScore

Facebook- 53+ million users in India, 3rd largest user base globally

Linkedin- 15+ million users in India, 2nd largest user base globally

Twitter- 15+ million users in India

- Source: www.socialbakers.com and industry estimates

Page 4: Ketchum sampark engagement study
Page 5: Ketchum sampark engagement study

Focus of the Study

Current engagement levels of consumers with leading Indian brands on Social media

Comparison of engagement levels for leading Indian brands V/s leading global brands

Increase/Decrease in engagement levels for leading Indian brands during 2012

Page 6: Ketchum sampark engagement study

Engagement on Facebook

Study focused on levels of engagement for brands on Facebook as an overall indicator

Increased integration of other social media channels and Facebook by brands Facebook is the single largest social networking platform in India Facebook users in India: 53+ million

Growth in Facebook users in India @ 29. 32 % (1st Jan, 2012 to 30th Aug, 2012)

29.8 % of Facebook users are in top 8 cities in India: Mumbai (3.7 million) has more users than New York (3.42 million) and Los Angeles (3.40 million)

36.7 % of Facebook users are in top 20 cities in India

63.3 % of Facebook users are from urban/rural locations beyond top 20 cities in India

- Source: www.socialbakers.com

Page 7: Ketchum sampark engagement study

Focus categories

Apparel/retail

Automobiles

Banks and Financial Services

Education

Foods/Beverages

Health/Beauty

Jewelry/Watches

Technology products

Telecom

Travel & tourism

Page 8: Ketchum sampark engagement study

Approach

Identified the top 10 Indian and top 10 Global brands for each category, based on their number of fans on Facebook, as a representative sample.

Engagement was analyzed based on :

Growth in fans (January 1, 2012-August 30, 2012)

Increase/decrease in engagement levels based on the Facebook metric of “people talking about” as on January 1 2012 Vs as on August 30, 2012.

Category averages for growth in fans and increase/decrease in engagement was used as a comparative measure for engagement.

Page 9: Ketchum sampark engagement study
Page 10: Ketchum sampark engagement study

Key insights Indian brands across all categories are growing their fan base faster than global brands

Tata Docomo the top Indian brand on Facebook enjoys a higher penetration of the Facebook population in India (1 of 6 Indian users are fans) V/S Coca Cola - the largest global brand on Facebook (1 of 20 global Facebook users are fans)

Engagement levels for Indian brands in 8 out of the 10 categories is now higher than global brands:

Banking & Financial services, Food & Beverages, Health & Beauty, Telecom, Automobiles and Technology, Apparel/retail, Travel/leisure

Average engagement levels for Indian brands continues to be high (2.3% - 7.27% across categories), however for most categories the engagement levels have dropped drastically:

Banks & Financial Services/products, Telecom, Automobiles, Apparel/retail, Technology, Travel/leisure, Education

Page 11: Ketchum sampark engagement study

Key insights

Telecom and Technology are the only two categories where the average number of fans for leading Indian brands is higher than average number of fans for leading Global brands.

Banking has the least gap with average number of fans for a leading Global brand at 2X of the average number of fans for a leading Indian brand.

Average number of fans for a leading Global brand in other categories range from 3X-15X of the average number of fans for a leading Indian brand.

Page 12: Ketchum sampark engagement study

Growth in fans

Page 13: Ketchum sampark engagement study

Engagement levels

Page 14: Ketchum sampark engagement study

Category Average Growth/decline in engagement

for Indian brands

Apparel/retail -26.59%

Automobiles -33.91%

Banks and Financial Services -67.41%

Education -6.18%

Food/Beverages 49.83%

Health/Beauty 83.76%

Jewelry/Watches -2.21%

Technology products -17.01%

Telecom -39.25%

Travel & tourism 38.89%

Growth/decline in engagement

Page 15: Ketchum sampark engagement study
Page 16: Ketchum sampark engagement study

Top Indian Telecom brands

Average Number of Facebook Fans 2137225

Top 3 brands by number of fans January 2012 August 2012 Growth

Tata Docomo 5045410 8734485 42.24%

Vodafone Zoozoos 2597037 4217774 38.43%

Idea 1013729 3569916 71.60%

Fans on Facebook for leading Indian brands in the Telecom category have grown at 9.86%

Average no. of fans for a leading Telecom brand in India is 1.76X

of the average no. of fans for a global telecom brand.

Page 17: Ketchum sampark engagement study

Top Indian Telecom brands

Top 3 brands by engagement levels

As on January 2012

Reliance Mobile 36.8%

Aircel India 12.6%

Idea 8.1%

Average Engagement levels on Facebook for Indian telecom brands 2.77 %

Average Engagement levels for top Global Telecom brands 2.27 %

The top brand on Facebook across categories is Tata Docomo with 8.73 million users. Market leader Airtel lags behind at 1.39 million fans

Top 3 brands by engagement levels

As on August 2012

Aircel India 6.2%

Loop Mobile 4.0%

Reliance Mobile 3.8%

Page 18: Ketchum sampark engagement study

Top Indian Banks & Financial services brands

Average Number of Facebook Fans 448879

Top 3 brands by number of fans January 2012 August 2012 Growth

ICICI Bank 399550 782654 48.95%

IDBI BANK 161200 718121 77.55%

LIC India Forever 256515 611613 58.06%

Fans on Facebook for leading Indian brands in the Banking and financial services category have grown at 10.39 %

Average no. of fans for a leading Global Bank/financial service brand is 2X

of the no. of fans for a leading Indian Bank/financial service brand.

Page 19: Ketchum sampark engagement study

Top Indian Banks & Financial service brands

Average Engagement levels on Facebook 2.36 %

Average Engagement levels for top Global brands in the category 1.89 %

ICICI Bank with 782654 fans is the 5th largest Banking & Financial services brand

on Facebook globally.

Top 3 brands by engagement levels

As on January 2012

LIC India Forever 13.7%

Axis Bank 12.7%

IDBI BANK 7.8%

Top 3 brands by engagement levels

As on August 2012

HDFC Bank 14.8%

ICICI Bank 4.8%

Max Life Insurance - Khushiyon Ki…

1.8%

Page 20: Ketchum sampark engagement study

Top Indian Jewelry/watches brands

Average Number of Facebook Fans 585194

Top 3 brands by number of fans January 2012 August 2012 Growth

Fastrack 2379053 4288281 44.52%

Titan 499009 845555 40.98%

Tanishq 153311 227562 32.63%

Fans on Facebook for leading Indian brands in the Jewelry/watches category

have grown at 7.91 %

Average no. of fans for a leading Global Jewelry/watch brand is 15X

compared to average no. of fans for a leading Jewelry/watch brand in India

Page 21: Ketchum sampark engagement study

Top Indian Jewelry/watches brands

Average Engagement levels on Facebook 2.75 %

Average Engagement levels for top Global brands in the category 5.09 %

Fastrack is the biggest Fashion Accessories brand Globally on Facebook

with close to 4.3 million fans

Top 3 brands by engagement levels

As on January 2012

TBZ - The Original 11.6%

Gitanjali Jewels 6.1%

Titan 4.5%

Top 3 brands by engagement levels

As on August 2012

TBZ - The Original 23.3%

Gitanjali Jewels 5.9%

Fastrack 2.9%

Page 22: Ketchum sampark engagement study

Top Indian Education brands

Average Number of Facebook Fans 103505

Top 3 brands by number of fans January 2012 August 2012 Growth

Amity University 368665 579856 36.42%

NIIT 53841 120699 55.39%

Lovely Professional University 21996 103800 78.81%

Among B-Schools, IIM Ahmedabad with 22831 fans lags way behind

Amity University with 579856 fans

Average no. of fans for a leading Global Education brand in India is 3X

compared to average no. of fans for a leading Indian Education brand

Page 23: Ketchum sampark engagement study

Top Indian Education brands

Average Engagement levels on Facebook 1.25 %

Average Engagement levels for top Global brands in the category 4.11 %

Top 3 brands by engagement levels

As on January 2012

Sikkim Manipal University -…

11.8%

NIIT 3.8%

Little Millennium 2.9%

Top 3 brands by engagement levels

As on August 2012

Jamnalal Bajaj Institute of Management Studies

18.5%

Lovely Professional University

2.9%

NIIT 2.8%

Page 24: Ketchum sampark engagement study

Top Indian Health/Beauty brands

Average Number of Facebook Fans 784393

Top 3 brands by number of fans January 2012 August 2012 Growth

Axe Angels club 2018853 3286890 38.58%

Maybelline New York India 504561 1157293 56.40%

Pears 193806 554078 65.02%

Fans on Facebook for leading Indian brands in the Health/Beauty category

have grown at 9.54 %

Average no. of fans for a leading Global Health/Beauty brand is 4.5X compared to the average no. of fans for a leading Indian Health/Beauty brand

Page 25: Ketchum sampark engagement study

Top Indian Health/Beauty brands

Average Engagement levels on Facebook 8.11 %

Average Engagement levels for top Global brands in the category 2.45 %

Beauty brands in India have the highest average engagement rate

across categories at 8.11%

Top 3 brands by engagement levels

As on January 2012

Fiama Di Wills Men 19.8%

Pears 10.6%

Olay India 10.3%

Top 3 brands by engagement levels

As on August 2012

Olay India 13.0%

Fiama Di Wills Men 12.0%

Pears 11.7%

Page 26: Ketchum sampark engagement study

Top Indian Automobiles brands

Average Number of Facebook Fans 849851

Top 3 brands by number of fans January 2012 August 2012 Growth

Tata Nano 143929 1932593 92.55%

Mahindra Scorpio 797279 1367812 41.71%

Maruti Suzuki Ritz 567227 1312842 56.79%

Fans on Facebook for leading Indian brands in the Automobile category

have grown at 12.80 %

Average no. of fans for a leading Global Automobile brand is 5.5X of the average no. of fans for a leading Indian Automobile brand

Page 27: Ketchum sampark engagement study

Top Indian Automobiles brands

Average Engagement levels on Facebook 3.88 %

Average Engagement levels for top Global brands in the category 2.63 %

Nissan India’s engagement has dropped drastically from a high of 19.5% to 0.5%

Tata Nano has seen the highest increase in no. of fans among automobile brands

with 1788664 new fans

Top 3 brands by engagement levels

As on January 2012

Nissan India 19.5%

Tata Nano 14.2%

Maruti Suzuki Ritz 12.4%

Top 3 brands by engagement levels

As on August 2012

BMW India 10.7%

Tata Nano 6.6%

Hero MotoCorp 2.7%

Page 28: Ketchum sampark engagement study

Top Indian Apparel/ retail brands

Average Number of Facebook Fans 1188562

Top 3 brands by number of fans

January 2012 August 2012 Growth

Shoppers Stop 1749213 3379197 48.24%

Lifestyle International 325526 2088012 84.41%

Reebok India 1383113 1651969 16.27%

Fans on Facebook for leading Indian brands in the Apparel/retail category

have grown at 7.78 %

Average no. of fans for a leading Global Apparel/retail brand is 9X of the average no. of fans for a leading Indian Apparel/retail brand.

Page 29: Ketchum sampark engagement study

Top Indian Apparel/ retail brands

Average Engagement levels on Facebook 1.96 %

Average Engagement levels for top Global brands in the category 1.31 %

Multi brand outlets Shoppers Stop and Lifestyle International have increased the no. of fans by 1.62 million & 1.76 million respectively

Top 3 brands by engagement levels

As on January 2012

Flying Machine 8.3%

Peter England 5.3%

Shoppers Stop 4.9%

Top 3 brands by engagement levels

As on August 2012

Inkfruit! 9.3%

Peter England 3.0%

Shoppers Stop 2.8%

Page 30: Ketchum sampark engagement study

Top Indian Food/beverages brands

Average Number of Facebook Fans 1960708

Top 3 brands by number of fans

January 2012 August 2012 Growth

Pepsi India 2001068 3241294 38.26%

Cafe Coffee Day - Official 1086826 2867689 62.10%

Cadbury Celebrations 1200163 2250173 46.66%

Fans on Facebook for leading Indian brands in the Food/beverages category

have grown at 11.15 %

Average no. of fans for a leading Global Food/beverages brand is 13X of the average no. of fans for a leading Indian food/beverages brand

Page 31: Ketchum sampark engagement study

Top Indian Food/beverages brands

Average Engagement levels on Facebook 5.62 %

Average Engagement levels for top Global brands in the category 1.17 %

Globally Coca-Cola leads with 49491881 fan, however,

in India Pepsi India leads with 3241294 fans

Top 3 brands by engagement levels

As on January 2012

Lay's India 13.7%

Domino's Pizza India 7.5%

Cocoberry 6.2%

Top 3 brands by engagement levels

As on August 2012

Cadbury Celebrations 14.4%

Cafe Coffee Day - Official 8.3%

Pizza Hut Celebrations 5.5%

Page 32: Ketchum sampark engagement study

Top Indian Travel and leisure brands

Average Number of Facebook Fans 322858

Top 3 brands by number of fans

January 2012 August 2012 Growth

Jet Airways 315150 944826 66.64%

Makemytrip.com 333106 451891 26.29%

Club Mahindra 50100 405829 87.65%

Fans on Facebook for leading Indian brands in the Travel/leisure category

have grown at 15.53 %

Average no. of fans for a leading global Travel/leisure brand is 14X of the average no. of fans for a leading Indian travel/leisure brand

Page 33: Ketchum sampark engagement study

Top Indian Travel and leisure brands

Average Engagement levels on Facebook 3.63 %

Average Engagement levels for top Global brands in the category 2.95 %

Among all the online Travel portals, Makemytrip.com leads with 451891 fans in India

Top 3 brands by engagement levels

As on January 2012

Thomas Cook India 6.0%

Yatra.com 5.7%

Expedia.co.in 4.1%

Top 3 brands by engagement levels

As on August 2012

IndiGo 12.4%

Makemytrip.com 8.6%

Thomas Cook India 4.5%

Page 34: Ketchum sampark engagement study

Top Indian Technology brands

Average Number of Facebook Fans 857780

Top 3 brands by number of fans

January 2012 August 2012 Growth

Nokia India 1161263 3856898 69.89%

BlackBerry India 1009802 1257419 19.69%

Intel India 502739 1222675 55.88%

Fans on Facebook for leading Indian brands in the Technology category

have grown at 15.40 %

Average no. of fans for a leading Technology brand in India is 1.18X higher than average no. of fans for a leading global Technology brand

Page 35: Ketchum sampark engagement study

Top Indian technology brands

Average Engagement levels on Facebook 5.00 %

Average Engagement levels for top Global brands in the category 2.66 %

With 10.8%, HP India has the highest engagement rate

among all the technology brands in India

Top 3 brands by engagement levels

As on January 2012

Acer India 59.4%

HCL Technologies 32.3%

Intel India 10.8%

Top 3 brands by engagement levels

As on August 2012

HP India 10.8%

Acer India 7.6%

Nokia India 5.5%

Page 36: Ketchum sampark engagement study

If you want to know more about:

Your brand’s performance on social media

Campaigns and content that created the most engagement in your category

Insights on competition

Trends on different social media channels……

Write into [email protected]

or call Ajay Sharma on +919820086357

Page 37: Ketchum sampark engagement study

Thank You