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Vodafone on top again, Airtel misses by a small margin.

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Vodafone performs the best on social media followed by Airtel and Idea Cellular. Airtel has high social media buzz in both the earned media and owned media. …

Vodafone performs the best on social media followed by Airtel and Idea Cellular. Airtel has high social media buzz in both the earned media and owned media.

Airtel is also the most responsive on social media. While other players in the industry took more than a day on an average to respond to complaints, Airtel responded to customers within the next one and half hour.
In terms of social media mentions, Top 3 firms namely Airtel, Vodafone and Idea Cellular cover 73% of the buzz
Vodafone leads in terms of engagement and has the highest number of fans.
Vodafone leads in terms of followers and mentions on Twitter.

Published in: Social Media, Technology, Business

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  • 1. Top Telecom Companies on Social Media (India) May, 2014
  • 2. Highlights: • Vodafone performs the best on social media followed by Airtel and Idea Cellular. Airtel has high social media buzz in both the earned media and owned media • Airtel is also the most responsive on social media. While other players in the industry took more than a day on an average to respond to complaints, Airtel responded to customers within the next one and half hour. • In terms of social media mentions, Top 3 firms namely Airtel, Vodafone and Idea Cellular cover 73% of the buzz • Vodafone leads in terms of engagement and has the highest number of fans • Vodafone leads in terms of followers and mentions on Twitter
  • 3. Rank Company name SSI SCORE (May’14) 1 Vodafone 88 2 Airtel 83 3 Idea Cellular 71 4 Tata DoCoMo 66 5 Aircel 53 6 Reliance Communications 45 7 Videocon 40 8 MTS India 36 9 BSNL 36 10 Uninor 32 MOST SOCIAL TELECOM COMPANIES (INDIA) SSI refers to Simplify360 Social Index
  • 4. PARAMETER WISE BREAKUP OF SCORES Final index is a function of Buzz score, Facebook score and Twitter score BRAND BUZZ SCORE FACEBOOK SCORE TWITTER SCORE OVERALL SCORE Vodafone 84.6 90.4 92.3 88 Airtel 92.3 63.4 84.6 83 Idea Cellular 76.9 71.9 60 71 Tata DoCoMo 61.5 73.1 67.7 66 Aircel 38.5 80 55.4 53 Reliance Communications 38.5 42.4 60 45 Videocon 46.2 35.4 33.8 40 MTS India 23.1 53 43.1 36 BSNL 53.8 17.3 16.9 36 Uninor 30.8 33.9 32.3 32
  • 5. Rank Company name Earned Media 1 Airtel 52,697 2 Vodafone 16,267 3 BSNL 7,127 4 Aircel 4,897 5 Tata DoCoMo 3,971 6 Idea Cellular 1,843 7 MTNL 1,270 8 Uninor 1,207 9 Reliance Communications 486 10 Videocon 428 Top 10 Telecom companies on the basis of earned media
  • 6. Earned vs owned media breakup 52,697 16,267 7,127 4,897 3,971 1,843 1,270 1,207 486 428 391 292 -20,00040,00060,000 Airtel Vodafone BSNL Aircel Tata DoCoMo Idea Cellular MTNL Uninor Reliance Communications Videocon Loop Mobile MTS India Earned media 29661 28769 299 11356 6735 16164 403 1741 5632 6444 61 1467 0 10000 20000 30000 40000 Owned Media
  • 7. In terms of social media mentions, Top 3 firms cover 73% of the buzz 41% 23% 9% 8% 5% 4% 3% 3% 2% 1% Airtel Vodafone Idea Cellular Aircel Tata DoCoMo BSNL Videocon Reliance Communications Uninor MTS India MTNL Loop Mobile Share of mentions of brands on social media, May 2014
  • 8. VODAFONE LEADS IN TERMS OF ENGAGEMENT AND HAS THE HIGHEST NUMBER OF FANS Facebook engagement quadrant, May 2014 Telecom Industry, India, Source: Simplify360 High number of engaged fans and fan base Less number of engaged fans, but good fan base Less number of actively engaged fans and fan base Size of the bubble represents the percentage of engaged fans to the total fans on the page 1.30% 0.19% 2.18% 1.72% 1.2% 0.25%0.20% 0 50000 100000 150000 200000 250000 300000 0 2000000 4000000 6000000 8000000 10000000 12000000 14000000 16000000 18000000 20000000 PeopleTalkingabout No. of fans
  • 9. VODAFONE HAS THE HIGHEST SHARE OF FANS ON FACEBOOK 33% 25% 14% 11% 10% 3% 3% 1% 0% 0% Vodafone Tata DoCoMo Aircel Idea Cellular Airtel MTS India Reliance Communications Videocon Loop Mobile Uninor MTNL BSNL Share of fans on Facebook, May 2014
  • 10. 22477 18772 4526 2932 6139 5707 3640 5000 10000 15000 20000 25000 0 50000 100000 150000 200000 250000 Mentions Followers Size of the bubble represents the number of tweets sent from the official twitter handle VODAFONE LEADS IN TERMS OF FOLLOWERS AND MENTIONS High number followers but less mentions High number of mentions and followers Four major groups can be observed among the Telecom companies. (1)Those with high mention but less follower, (2)those having high number of followers but less mentions, (3)those having high number of mentions but less followers and (4)those who are low on both the parameters. Less number followers and less mentions High number of mentions and less followers
  • 11. Performance of Telecom companies on Twitter | Response time 1.40 18.06 10.63 26.51 64.63 70.50 1.79 19.32 24.49 41.89 51.93 77.02 Airtel Aircel Reliance CommunicationsVodafone Tata DoCoMo Idea Cellular April May 00 DAYS 01 HOURS 47 MINS 28 SECS 00 DAYS 19 HOURS 19 MINS 20 SECS 01 DAYS 00 HOURS 29 MINS 31 SECS 01 DAYS 17 HOURS 53 MINS 31 SECS Airtel performs the best with 1 Hour 47 mins (1.40 hors) average response time. The industry average of the response time is 36 hours. On the other hand, Vodafone, Tata DoCoMo and Idea are the worst performers. Compared to April, the performance of most of telecom companies has degraded except for Docomo which has improved. Figures displayed here are in fraction of hours, For Eg. 26.30 is to be read as 26 hours 30 minutes or 1 day 2 hour and 30 minutes. Time taken by telecom service providers to respond to customer complaints and queries 02 DAYS 03 HOURS 56 MINS 00 SECS 03 DAYS 05 HOURS 01 MINS 11 SECS INDUSTRY AVERAGE : 36:07 Data: May Source: Simplify360
  • 12. Methodology Simplify360’s proprietary listening tool is used for collecting the data and counting the number of mentions for each company. The parameters considered for Twitter and Facebook were also gathered through Simplify360. For brands having multiple Twitter profiles their main official account is taken into consideration. For estimating the response time, customer care handles are taken into account. In case there is no dedicated customer care handle, the official handle is considered. A total of 12 companies were considered in the analysis. Geography considered: India Period of analysis: May 1 to 31, 2014 GLOSSARY OF TERMS: EARNED MEDIA: Earned media is the conversations elsewhere other than the company's pages. OWNED MEDIA: Conversations on their own channels like Facebook pages, Twitter accounts. Customer care handles are also included as part of the owned media.
  • 13. About the authors Mohan Krishna Social media research analyst, Simplify360 Mohan Krishna has a talent of plugging in Mathematical and statistical techniques over qualitative social media data to get an insightful & actionable results makes him unique. He is intact with many clients across different verticals like Technology, FMCG, Media, Entertainment, Telecom, Sports, and Electronics etc. Twitter: @typicalkrish Vang Lian Head of Research, Simplify360 Vang Lian is an alumnus of IIM Bangalore. He has the ability to find insights in the midst of chaos. He believes data visualization is equally and even more important than the data itself. He is a weekend footballer. Twitter: @vang_lian
  • 14. Simplify360 – The Leader of Social Business Intelligence  Most admired brand for Social Media Research on Slideshare  Top 10 Product Technology Company by TechSparks 2010  Listed amongst TOP 10 SMM tools by PR2020 and SocialMedia8
  • 15. Social Business Intelligence www.simplify360.com Simplify360 is the leading social business intelligence. Offerings include: •Social Marketing Suite for agencies •Social Contact Centre for BPOs •Social Command Centre for Enterprises We enable businesses to perform Online Reputation Management, Customer Service, Community Management, Social Media Research & Brand Auditing; Online Sales Lead Generation, and Consumer Sentiment Analysis.
  • 16. Leaders use Simplify360 Clients Partners Worldwide Brazil and LatAM Saudi Arabia USA Worldwide Singapore & India
  • 17. THANK YOU CONNECT WITH US