Ketchum sampark engagement study

Social Media Engagement for Indian brands A Ketchum Sampark Study September 2012

Explosive internet growth120+ million internet users, expected to reach 400 million by 2015 Introduction of 4G, growth in sales of mobile internet devices like phabletsInternet on Mobile to be the primary driver for increasing internet penetration As of June 2012 there are 3.6 million mobile internet users, expected to grow to 100 million in 2015 12% of rural internet users already access internet on the mobile phones66 % of internet usage in urban India is from beyond top 8 metro citiesMore people access internet at home Versus cyber cafésNumber of rural internet users is expected to reach 45 million by the end ofDecember 2012 (of an estimated 130 million Indian users) - Source : IAMAI & industry estimates

Social Networking dominates 25.2% of internet usage is for social networking in India: comScoreFacebook- 53+ million users in India, 3rd largest user base globallyLinkedin- 15+ million users in India, 2nd largest user base globallyTwitter- 15+ million users in India - Source: www.socialbakers.com and industry estimates

Focus of the StudyCurrent engagement levels of consumers with leading Indian brands onSocial mediaComparison of engagement levels for leading Indian brands V/s leadingglobal brandsIncrease/Decrease in engagement levels for leading Indian brands during2012

Engagement on FacebookStudy focused on levels of engagement for brands on Facebook as an overall indicator Increased integration of other social media channels and Facebook by brands Facebook is the single largest social networking platform in India  Facebook users in India: 53+ million  Growth in Facebook users in India @ 29. 32 % (1st Jan, 2012 to 30th Aug, 2012)  29.8 % of Facebook users are in top 8 cities in India: Mumbai (3.7 million) has more users than New York (3.42 million) and Los Angeles (3.40 million)  36.7 % of Facebook users are in top 20 cities in India  63.3 % of Facebook users are from urban/rural locations beyond top 20 cities in India - Source: www.socialbakers.com

Focus categories Apparel/retail  Health/Beauty Automobiles  Jewelry/Watches Banks and Financial Services  Technology products Education  Telecom Foods/Beverages  Travel & tourism

ApproachIdentified the top 10 Indian and top 10 Global brands for each category, based ontheir number of fans on Facebook, as a representative sample.Engagement was analyzed based on :  Growth in fans (January 1, 2012-August 30, 2012)  Increase/decrease in engagement levels based on the Facebook metric of “people talking about” as on January 1 2012 Vs as on August 30, 2012.Category averages for growth in fans and increase/decrease in engagement wasused as a comparative measure for engagement.

Key insightsIndian brands across all categories are growing their fan base faster than globalbrands  Tata Docomo the top Indian brand on Facebook enjoys a higher penetration of the Facebook population in India (1 of 6 Indian users are fans) V/S Coca Cola - the largest global brand on Facebook (1 of 20 global Facebook users are fans)Engagement levels for Indian brands in 8 out of the 10 categories is now higherthan global brands:  Banking & Financial services, Food & Beverages, Health & Beauty, Telecom, Automobiles and Technology, Apparel/retail, Travel/leisureAverage engagement levels for Indian brands continues to be high (2.3% - 7.27%across categories), however for most categories the engagement levels havedropped drastically:  Banks & Financial Services/products, Telecom, Automobiles, Apparel/retail, Technology, Travel/leisure, Education

Key insightsTelecom and Technology are the only two categories where the averagenumber of fans for leading Indian brands is higher than average number offans for leading Global brands.Banking has the least gap with average number of fans for a leading Globalbrand at 2X of the average number of fans for a leading Indian brand.Average number of fans for a leading Global brand in other categories rangefrom 3X-15X of the average number of fans for a leading Indian brand.

Growth in fans

Engagement levels

Growth/decline in engagement Average Growth/decline in engagement Category for Indian brands Apparel/retail -26.59% Automobiles -33.91%Banks and Financial Services -67.41% Education -6.18% Food/Beverages 49.83% Health/Beauty 83.76% Jewelry/Watches -2.21% Technology products -17.01% Telecom -39.25% Travel & tourism 38.89%

Top Indian Telecom brandsAverage Number of Facebook Fans 2137225Top 3 brands by number of fans January 2012 August 2012 Growth Tata Docomo 5045410 8734485 42.24% Vodafone Zoozoos 2597037 4217774 38.43% Idea 1013729 3569916 71.60% Average no. of fans for a leading Telecom brand in India is 1.76X of the average no. of fans for a global telecom brand. Fans on Facebook for leading Indian brands in the Telecom category have grown at 9.86%

Top Indian Telecom brandsAverage Engagement levels on Facebook for Indian telecom brands 2.77 %Average Engagement levels for top Global Telecom brands 2.27 % Top 3 brands by As on January Top 3 brands by As on August 2012engagement levels 2012 engagement levels Reliance Mobile 36.8% Aircel India 6.2% Aircel India 12.6% Loop Mobile 4.0% Idea 8.1% Reliance Mobile 3.8% The top brand on Facebook across categories is Tata Docomo with 8.73 million users. Market leader Airtel lags behind at 1.39 million fans

Top Indian Banks & Financial services brandsAverage Number of Facebook Fans 448879Top 3 brands by number of fans January 2012 August 2012 Growth ICICI Bank 399550 782654 48.95% IDBI BANK 161200 718121 77.55% LIC India Forever 256515 611613 58.06% Average no. of fans for a leading Global Bank/financial service brand is 2X of the no. of fans for a leading Indian Bank/financial service brand. Fans on Facebook for leading Indian brands in the Banking and financial services category have grown at 10.39 %

Top Indian Banks & Financial service brandsAverage Engagement levels on Facebook 2.36 %Average Engagement levels for top Global brands in the category 1.89 % Top 3 brands by As on January Top 3 brands by As on August 2012 engagement levels 2012 engagement levels LIC India Forever 13.7% HDFC Bank 14.8% Axis Bank 12.7% ICICI Bank 4.8% IDBI BANK 7.8% Max Life Insurance - 1.8% Khushiyon Ki… ICICI Bank with 782654 fans is the 5th largest Banking & Financial services brand on Facebook globally.

Top Indian Jewelry/watches brandsAverage Number of Facebook Fans 585194Top 3 brands by number of fans January 2012 August 2012 Growth Fastrack 2379053 4288281 44.52% Titan 499009 845555 40.98% Tanishq 153311 227562 32.63% Average no. of fans for a leading Global Jewelry/watch brand is 15X compared to average no. of fans for a leading Jewelry/watch brand in India Fans on Facebook for leading Indian brands in the Jewelry/watches category have grown at 7.91 %

Top Indian Jewelry/watches brandsAverage Engagement levels on Facebook 2.75 %Average Engagement levels for top Global brands in the category 5.09 % Top 3 brands by As on January Top 3 brands by As on August 2012 engagement levels 2012 engagement levels TBZ - The Original 11.6% TBZ - The Original 23.3% Gitanjali Jewels 6.1% Gitanjali Jewels 5.9% Titan 4.5% Fastrack 2.9% Fastrack is the biggest Fashion Accessories brand Globally on Facebook with close to 4.3 million fans

Top Indian Education brandsAverage Number of Facebook Fans 103505Top 3 brands by number of fans January 2012 August 2012 Growth Amity University 368665 579856 36.42% NIIT 53841 120699 55.39% Lovely Professional University 21996 103800 78.81% Average no. of fans for a leading Global Education brand in India is 3X compared to average no. of fans for a leading Indian Education brand Among B-Schools, IIM Ahmedabad with 22831 fans lags way behind Amity University with 579856 fans

Top Indian Education brandsAverage Engagement levels on Facebook 1.25 %Average Engagement levels for top Global brands in the category 4.11 % Top 3 brands by As on January Top 3 brands by As on August 2012 engagement levels 2012 engagement levels Sikkim Manipal Jamnalal Bajaj Institute 11.8% 18.5% University -… of Management Studies NIIT 3.8% Lovely Professional 2.9% Little Millennium 2.9% University NIIT 2.8%

Top Indian Health/Beauty brandsAverage Number of Facebook Fans 784393Top 3 brands by number of fans January 2012 August 2012 Growth Axe Angels club 2018853 3286890 38.58% Maybelline New York India 504561 1157293 56.40% Pears 193806 554078 65.02% Average no. of fans for a leading Global Health/Beauty brand is 4.5X compared to the average no. of fans for a leading Indian Health/Beauty brand Fans on Facebook for leading Indian brands in the Health/Beauty category have grown at 9.54 %

Top Indian Health/Beauty brandsAverage Engagement levels on Facebook 8.11 %Average Engagement levels for top Global brands in the category 2.45 % Top 3 brands by Top 3 brands by As on January 2012 As on August 2012 engagement levels engagement levels Fiama Di Wills Men 19.8% Olay India 13.0% Pears 10.6% Fiama Di Wills Men 12.0% Olay India 10.3% Pears 11.7% Beauty brands in India have the highest average engagement rate across categories at 8.11%

Top Indian Automobiles brandsAverage Number of Facebook Fans 849851Top 3 brands by number of fans January 2012 August 2012 Growth Tata Nano 143929 1932593 92.55% Mahindra Scorpio 797279 1367812 41.71% Maruti Suzuki Ritz 567227 1312842 56.79%Average no. of fans for a leading Global Automobile brand is 5.5X of the average no. of fans for a leading Indian Automobile brand Fans on Facebook for leading Indian brands in the Automobile category have grown at 12.80 %

Top Indian Automobiles brandsAverage Engagement levels on Facebook 3.88 %Average Engagement levels for top Global brands in the category 2.63 % Top 3 brands by As on January Top 3 brands by As on August 2012 engagement levels 2012 engagement levels Nissan India 19.5% BMW India 10.7% Tata Nano 14.2% Tata Nano 6.6% Maruti Suzuki Ritz 12.4% Hero MotoCorp 2.7% Nissan India’s engagement has dropped drastically from a high of 19.5% to 0.5% Tata Nano has seen the highest increase in no. of fans among automobile brands with 1788664 new fans

Top Indian Apparel/ retail brandsAverage Number of Facebook Fans 1188562 Top 3 brands by number of January 2012 August 2012 Growth fans Shoppers Stop 1749213 3379197 48.24% Lifestyle International 325526 2088012 84.41% Reebok India 1383113 1651969 16.27% Average no. of fans for a leading Global Apparel/retail brand is 9X of the average no. of fans for a leading Indian Apparel/retail brand. Fans on Facebook for leading Indian brands in the Apparel/retail category have grown at 7.78 %

Top Indian Apparel/ retail brandsAverage Engagement levels on Facebook 1.96 %Average Engagement levels for top Global brands in the category 1.31 % Top 3 brands by As on January Top 3 brands by As on August 2012 engagement levels 2012 engagement levels Flying Machine 8.3% Inkfruit! 9.3% Peter England 5.3% Peter England 3.0% Shoppers Stop 4.9% Shoppers Stop 2.8%Multi brand outlets Shoppers Stop and Lifestyle International have increased the no. of fans by 1.62 million & 1.76 million respectively

Top Indian Food/beverages brandsAverage Number of Facebook Fans 1960708 Top 3 brands by number of January 2012 August 2012 Growth fans Pepsi India 2001068 3241294 38.26% Cafe Coffee Day - Official 1086826 2867689 62.10% Cadbury Celebrations 1200163 2250173 46.66% Average no. of fans for a leading Global Food/beverages brand is 13X of the average no. of fans for a leading Indian food/beverages brand Fans on Facebook for leading Indian brands in the Food/beverages category have grown at 11.15 %

Top Indian Food/beverages brandsAverage Engagement levels on Facebook 5.62 %Average Engagement levels for top Global brands in the category 1.17 % Top 3 brands by As on January Top 3 brands by As on August 2012 engagement levels 2012 engagement levels Lays India 13.7% Cadbury Celebrations 14.4% Dominos Pizza India 7.5% Cafe Coffee Day - Official 8.3% Cocoberry 6.2% Pizza Hut Celebrations 5.5% Globally Coca-Cola leads with 49491881 fan, however, in India Pepsi India leads with 3241294 fans

Top Indian Travel and leisure brandsAverage Number of Facebook Fans 322858 Top 3 brands by number of January 2012 August 2012 Growth fans Jet Airways 315150 944826 66.64% Makemytrip.com 333106 451891 26.29% Club Mahindra 50100 405829 87.65% Average no. of fans for a leading global Travel/leisure brand is 14X of the average no. of fans for a leading Indian travel/leisure brand Fans on Facebook for leading Indian brands in the Travel/leisure category have grown at 15.53 %

Top Indian Travel and leisure brandsAverage Engagement levels on Facebook 3.63 %Average Engagement levels for top Global brands in the category 2.95 % Top 3 brands by As on January Top 3 brands by As on August 2012 engagement levels 2012 engagement levels Thomas Cook India 6.0% IndiGo 12.4% Yatra.com 5.7% Makemytrip.com 8.6% Expedia.co.in 4.1% Thomas Cook India 4.5% Among all the online Travel portals, Makemytrip.com leads with 451891 fans in India

Top Indian Technology brandsAverage Number of Facebook Fans 857780 Top 3 brands by number of January 2012 August 2012 Growth fans Nokia India 1161263 3856898 69.89% BlackBerry India 1009802 1257419 19.69% Intel India 502739 1222675 55.88% Average no. of fans for a leading Technology brand in India is 1.18X higher than average no. of fans for a leading global Technology brand Fans on Facebook for leading Indian brands in the Technology category have grown at 15.40 %

Top Indian technology brandsAverage Engagement levels on Facebook 5.00 %Average Engagement levels for top Global brands in the category 2.66 % Top 3 brands by As on January Top 3 brands by As on August 2012 engagement levels 2012 engagement levels Acer India 59.4% HP India 10.8% HCL Technologies 32.3% Acer India 7.6% Intel India 10.8% Nokia India 5.5% With 10.8%, HP India has the highest engagement rate among all the technology brands in India

If you want to know more about: Your brand’s performance on social media Campaigns and content that created the most engagement in your category Insights on competition Trends on different social media channels…… Write into ajay.sharma@ketchumsampark.com or call Ajay Sharma on +919820086357

Thank You

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Ketchum sampark engagement study

by trup07 on Sep 14, 2012

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