Brand Affinity: Conversations where the brand has been praised without reference to any particular product or service
The Telecom brands covered for the purpose of the survey are:
6 venue types were chosen for the purpose of the survey which is as follows:
Micro blogs: Twitter
Social Networks: Facebook and Orkut
Video Sharing: YouTube
Consumer review sites: Mouthshut
Purely Complaint venues such as consumercomplaints.in and complaintsboard.com were ignored for the purpose of this survey, to avoid the negative skew in conversations
Search terms were assigned to identify primary conversations for each of the brands.
Methodology: The Search Terms Brand Search Term Airtel Airtel Vodafone Vodafone India Idea Cellular Idea Cellular Tata Indicom Tata Indicom Aircel Aircel Reliance Mobile Reliance Mobile BSNL Mobile BSNL Mobile MTNL MTNL Spice Mobile Spice Mobile Loop Mobile Loop Mobile
For each of the venues, Google searches were conducted with advanced operators. For Orkut.com, however, site specific searches were conducted, owing to the private nature of the social network.
The Universe of conversations considered for the purpose of the survey was 51,902,650.
For each search term on each venue, the top 10 pages (with 10 results each) were audited to arrive at a total of 700 conversations per venue and a total of 7000 conversations.
Of the 7000 conversations, relevant conversations (defined as ones expressing a personal opinion and showing an affinity towards one or multiple aspects of the brand) were identified. A total of 1631 conversations were thus identified.
No brand initiated conversations and conversations pertaining to brand products were considered for the purpose of the survey.
The conversations identified fell in the following date range:Nov’2002 to Aug’2009.The reason for such a broad time period was the fact that online conversations are here to stay and opinions presented 7 years back are as likely to influence opinions as a conversation that’s happened today.
Each conversation audited was assigned a tonality score which was used to measure overall admiration for a brand. Negative tonality conversations were given a score of -1; Positive tonality conversations were given a score of +1.
For conversations having multiple messaging parameters and therefore, multiple tonalities, an aggregate score was calculated based on the above method.
For calculation of the overall admiration score, the sum of scores for each brand was computed. A weightage was also assigned to the brands, based on Expected Conversations v/s Actual Conversations found. This weightage multiplied by the score of each brand, gave the final admiration score for each brand.
The Overall score for the brand, determined the “Most Admired Mobile Telecom Brand Online”
Admiration scores were also calculated for each individual parameter across the 10 brands to identify the top brands. This score was calculated by assigning weights, based on conversations around the parameter, for each brand.
The Top lines
Vodafone has been recognized as the most admired mobile service brand online in India. This feat has been achieved through its strong branding and advertising efforts both in the offline and online mediums.
The final rankings were determined as follows:
Brand Score Vodafone 117.57 Tata Indicom 101.12 Aircel 59.76 BSNL Mobile 13.11 Airtel 9.71 Idea Cellular 3.73 MTNL 1.59 Spice Mobile -2.21 Loop Mobile -33.48 Reliance Mobile -47.9
The Top Lines
BSNL Mobile has scored highest in admiration for products and services while Vodafone appeared at the bottom of the stack.
In the context of Tariffs and Billing, BSNL Mobile took the top honors while Airtel lagged at the bottom.
Vodafone scored the highest in terms of admiration for ads and promotional messaging. Here BSNL Mobile scored the lowest.
Tata Indicom scored the highest in network coverage while Loop Mobile was the laggard in this space.
MTNL scored the highest in customer service, while Vodafone was rated to have the worst customer service.
Tata Indicom scores the highest in brand affinity whereas Aircel scores the lowest.
The Top Lines
While MTNL and BSNL Mobile scored high on individual parameters, people talking of ads and promotions around brands was far higher, propelling active advertising brands like Vodafone, Aircel and Airtel to the top.
Facebook, despite its phenomenal growth in the Indian online space, still does not see much activity by the telecom brands. Apart from Tata Indicom and Vodafone, all the other brands had negligible presence on the platform.
83% of the conversations, in which the gender could be clearly deduced, were found to be by men, while only 6% of these conversations were by women.
The highest number of conversations was found to be around Ads and promotions, particularly on YouTube and Twitter.
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