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Facebook India - Benchmarking engagement - Harley-Davidson India leads

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Amidst growing concerns around decline in organic reach on Facebook, SimplyMeasured recently undertook a global study to compare the change in consumer engagement for top brands over a year. Two …

Amidst growing concerns around decline in organic reach on Facebook, SimplyMeasured recently undertook a global study to compare the change in consumer engagement for top brands over a year. Two brands on the list, Harley-Davidson and MTV saw an increase in engagement as per the study.

We decided to undertake a study in the Indian context looking to compare the engagement rates of top 17 brands across categories for the past 6 months. Using Quintly, a leading social media analytics tool, we compared these top brands on their engagement, interaction rate and PTAT using the data for the period, Jan 01 2014- June 25, 2014

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  • 1. helping create brands for the future All content copyright
  • 2. Facebook Engagement Comparison Top 17 category leaders Date July 2014 Contact conversations@blogworks.in
  • 3. Inspired by the recent Simply Measured report comparing engagement of the top Interbrand companies globally, we decided to take a look at top 17 category leaders in terms of their Facebook engagement in India Result Harley-Davidson India has the highest engagement per fan compared to 17 category leaders (see next slide) 3 context
  • 4. Table of content` Harley-Davidson India has the highest engagement per fan (0.51) compared to 17 top brands (respective category leaders on Facebook*) summary 4 Panasonic India – 0.03 Club Mahindra – 0.03 Vodafone Zoozoos – 0.02 Fastrack – 0.02 LIC India Forever – 0.02 Jet Airways – 0.01 Kingfisher – 0.01 Pepsi – 0.01 Yepme Shopping – 0.27 Maybelline New York India – 0.11 Samsung Mobile India – 0.10 Yahoo India – 0.07 Domino’s Pizza India – 0.07 MakeMyTrip – 0.05 Surf Excel India – 0.05 ICICI Bank – 0.04 Godrej Appliances – 0.04 *source: Unmetric
  • 5. Table of content` H-D India has the highest average monthly interaction rate among the brands compared After Pepsi and Yepme Shopping, H-D India has the highest average monthly people talking about us rate among all brands compared summary 5
  • 6. Table of content` engagement per fan 6 H-D India 0.00 0.10 0.20 0.30 0.40 0.50 0.60 0.70 Jan Feb Mar Apr May Jun H-D India Yepme Shopping Jet Airways Kingfisher ICICI Pepsi Fastrack Vodafone Zoozoos Panasonic India Godrej Surf Excel India Club Mahindra LIC India Samsung Mobile India Maybeline New York India Domino's Pizza India MakeMyTrip.com Harley-Davidson India has the highest engagement per fan when compared to other leading brand pages on Facebook in India Duration: 1 Jan 2014 – 25 June 2014 Source: Quintly Yahoo India Yepme
  • 7. Table of content` interaction rate 7 0.00 0.10 0.20 0.30 0.40 0.50 0.60 0.70 Jan Feb Mar Apr May Jun H-D India Vodafone Zoozoos Vodafone Zoozoos: Valentine’s Day Special Duration: 1 Jan 2014 – 25 June 2014 Source: Quintly H-D India Vodafone Zoozoos Interaction rate: ((Likes + shares + comments)/no of posts * no of fans)*100
  • 8. Table of content` interaction rate 8 0.00 0.10 0.20 0.30 0.40 0.50 0.60 0.70 Jan Feb Mar Apr May Jun H-D India Vodafone Zoozoos Godrej Godrej: Messaging around Women’s Day Duration: 1 Jan 2014 – 25 June 2014 Source: Quintly H-D India ICICI Vodafone Zoozoos Interaction rate: ((Likes + shares + comments)/no of posts * no of fans)*100
  • 9. Table of content` interaction rate 9 0.00 0.10 0.20 0.30 0.40 0.50 0.60 0.70 Jan Feb Mar Apr May Jun H-D India Vodafone Zoozoos Godrej Jet Airways Kingfisher ICICI Pepsi Fastrack Panasonic India Surf Excel India Club Mahindra LIC India Samsung Mobile India Maybeline New York India Domino's Pizza India Yepme Shopping Harley-Davidson India had highest average monthly interaction rate among all the leading brands on Facebook in India Duration: 1 Jan 2014 – 25 June 2014 Source: Quintly H-D India Interaction rate: ((Likes + shares + comments)/no of posts * no of fans)*100
  • 10. Table of content` people talking about rate 10 0.00 1.00 2.00 3.00 4.00 5.00 6.00 7.00 Jan Feb Mar Apr May Jun H-D India Pepsi Pepsi: IPL activation in April and May and activations around FIFA World Cup in June Duration: 1 Jan 2014 – 25 June 2014 Source: Quintly Pepsi H-D India
  • 11. Table of content` people talking about rate 11 0.00 1.00 2.00 3.00 4.00 5.00 6.00 7.00 8.00 Jan Feb Mar Apr May Jun H-D India Jet Airways Kingfisher ICICI Pepsi Fastrack Vodafone Zoozoos Panasonic India Godrej Surf Excel India Club Mahindra LIC India Samsung Mobile India Maybeline New York India Domino's Pizza India After Pepsi and Yepme Shopping, Harley-Davidson India had highest average people talking about rate during the duration Duration: 1 Jan 2014 – 25 June 2014 Source: Quintly Pepsi H-D India ICICI Vodafone Pepsi Jet Airways Kingfisher
  • 12. thank you www.blogworks.in