Travel&tourism ad tech-nd_report

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Travel&tourism ad tech-nd_report

  1. 1. Social Media Habits ofTravel & Tourism Brands in India A Facebook and Twitter Performance Report Time Period: January 2013
  2. 2. Facebook
  3. 3. Unmetric Score60 5650 48 43 43 4040 37 35 3230 26 222010 0 MakeMyTrip leads the pack on Facebook with an Unmetric Score of 56.
  4. 4. Number of Fans800,000 688,821 674,504700,000 599,201 576,013600,000 567,849500,000400,000 352,981300,000 274,502 261,274200,000 110,380 88,621100,000 0 Goibibo has the highest number of fans on Facebook with 688,821 fans , followed closely by MakeMyTrip with 674,504 fans.
  5. 5. Fan Growth Rate %60.00% 54.90%50.00%40.00%30.00%20.00% 14.20% 12.90% 12.80% 9.70%10.00% 7.30% 4% 2.70% 1.80% 0.00% -0.07%-10.00% EaseMyTrip.com has ramped up its fan size much faster with a fan growth rate of 54.9% and Expedia India has lost some fans during the same period.
  6. 6. Engagement Score140 124120100 88 80 67 60 56 48 43 40 37 31 30 20 15 0 MakeMyTrip, with an engagement score of 124, has better engaged with its fans among the brands analyzed.
  7. 7. Content Strategy140 80120 70 60100 5080 4060 3040 2020 10 0 0 Fan Photos Festive Offers Contest Travel Engagement Corporate Question to Deals Brand News Destination Oriented Social Fans Info Posts Responsibilty Number of Posts Engagement Score Travel & Tourism brands have posted more number of updates on their Facebook page about ‘Travel Destination’ and ‘Deals’ and this has resulted in higher levels of engagement.
  8. 8. Number of Replies100 92 90 80 70 60 50 47 40 30 20 18 16 10 6 6 0 MakemyTrip Yatra.com Thomas Cook Cox and Kings iXiGo Expedia.co.in India India MakeMyTrip has replied the most to its fans’ queries with a staggering 92 replies.
  9. 9. Average Response Time MakemyTrip 6:22:24 iXiGo 11:30:44Cox and Kings India 20:11:03 Yatra.com 22:25:59Thomas Cook India 23:50:59 Expedia.co.in 37:06:33 MakeMyTrip has been the quickest to reply to its fans’ queries among the brands analyzed.
  10. 10. Twitter
  11. 11. Unmetric Score30 28 25 2525 24 24 23 2020 19 19 18151050 Goibibo leads the pack on Twitter with an Unmetric Score of 28.
  12. 12. Number of Followers12,000 10,04010,000 8,000 7,148 6,781 6,000 4,438 4,000 2,742 2,544 2,298 2,000 1,433 891 694 0 EaseMyTrip.com has the highest number of followers on Twitter with more 10,000 followers.
  13. 13. Fan Growth Rate %50.00%45.00% 43.80%40.00%35.00%30.00%25.00%20.00%15.00%10.00% 7.90% 7.80% 7.10% 4% 3.10% 2.70% 5.00% 2.40% 2.10% 1.50% 0.00% Thomas Cook India ramped up its follower base on Twitter by a whopping 43.8%
  14. 14. Number of Tweets700 665600 550500 456400 316300 221200 170 133 132 104100 49 0 iXiGo has been the most prolific tweeter with more than 600 tweets.
  15. 15. Number of Replies250 224 214200150100 68 62 48 50 34 27 5 2 - iXiGo has replied the most to its followers’ queries via Twitter followed closely by ClearTrip.
  16. 16. Types of Replies600 515500400300200100 68 31 32 27 11 0 Request to DM Request to Request to View Request for Brand Apology Plain Text Contact a Link Email Most of replies by the Travel & Tourism brands were plain text. ClearTrip was the most apologetic brand with 63 apologies.
  17. 17. Average Response Time MakemyTrip 0:50:30 Goibibo 2:50:34 Yatra.com 11:53:22 Cleartrip 16:05:34 Expedia.co.in 16:39:37 iXiGo 18:48:53Thomas Cook India 22:13:52Cox and Kings India 30:24:47 Via.com 31:11:32 MakeMyTrip has been the quickest to reply to its followers’ queries on Twitter with an Average Response Time of 50 minutes.
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