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Travel&tourism ad tech-nd_report

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  • 1. Social Media Habits ofTravel & Tourism Brands in India A Facebook and Twitter Performance Report Time Period: January 2013
  • 2. Facebook
  • 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. 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. 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. 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. 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. 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. 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. Twitter
  • 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. 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. 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. 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. 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. 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. 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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