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Top Indian Brands on Social Media - August 2013

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Top brands like Audi, Ariel, L'Oreal and even paint brands like Nerolac show off their social media prowess. Unmetric shakes down all the top campaigns from August 2013.

Top brands like Audi, Ariel, L'Oreal and even paint brands like Nerolac show off their social media prowess. Unmetric shakes down all the top campaigns from August 2013.

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  • 1. analyzed by Top Indian Brands on Social Media – August 2013
  • 2. The Platform Unmetric monitors over 10,000 brands across 30 sectors and all major countries. We analyze data from: Is Your Brand Social Enough? Not-so-obvious Competitive Intelligence on over 10,000 brands across 30 sectors... so you know who is outsocializing who. And how.
  • 3. SO ANALYSIS OF BRANDS ON FACEBOOK Fans, Conversations, Engagement, Campaigns, etc...
  • 4. Sector Leaders in India (Based on the Unmetric Score for Facebook) Sector Brand Automotive Aviation Home Care Consumer Electronics Personal Care Sector Brand Food & Beverages Retail Chains Insurance Restaurant Banking August 2013
  • 5. A closer look into these sectors & brands
  • 6. Comparing Top Automotive Brands Brand Name Audience Conversation (as % of fans) Engagement Community Admin Posts Engagement Fan Posts % of Fan Posts Admin Responded Total Fans Fan Growth Audi India 24,35,465 8.4 % 4.6 % 36 141 215 5.6 % BMW India 21,66,690 8 % 3.5 % 69 61 195 0 % Tata Nano 38,43,141 -0.20 % 0.91 % 78 22 125 61.6 % Mahindra Scorpio 24,87,168 1.6 % 1.6 % 24 93 223 4 % Hyundai India 18,57,101 0.26 % 1.9 % 122 28 220 24.1 % August 2013
  • 7. Audi India - Contests Audi India’s ‘Guess the Price’ contest, which was conducted as part of the launch of its Q3 model was its most engaging content in August with an average engagement score of 176.
  • 8. Comparing Top Home Care Brands Brand Name Audience Conversation (as % of fans) Engagement Community Admin Posts Engagement Fan Posts % of Fan Posts Admin Responded Total Fans Fan Growth Ariel India 10,55,370 1 % 1.4 % 33 48 34 29.4 % Dulux Paints 7,11,753 8.8 % 2.7 % 29 20 133 3.8 % Surf Excel Matic 7,18,411 1.6 % 0.88 % 66 6 123 1.6 % Nerolac Paints 4,97,736 3.1 % 1.4 % 53 14 17 - Asian Paints 94,320 1.6 % 2.8 % 82 31 49 26.5 % August 2013
  • 9. Surf Excel Matic – ‘Motherhood’ Surf Excel Matic’s ‘Motherhood’ posts engaged well with its fans. The ‘Motherhood’ related posts had an average engagement score of 25, while the overall average engagement score was only 6.
  • 10. Comparing Top Personal Care brands Brand Name Audience Conversation (as % of fans) Engagement Community Admin Posts Engagement Fan Posts % of Fan Posts Admin Responded Total Fans Fan Growth Maybelline New York India 26,44,171 5.6 % 6.6 % 225 55 278 43.2 % Axe Angels Club 40,59,757 -0 % 1.3 % 50 49 77 5.2 % L’Oreal Paris 19,79,677 2.9 % 5.2 % 154 50 241 23.7 % Colgate India 14,07,114 8.2 % 7.3 % 28 216 - - Gillette India 23,41,140 2.4 % 2.8 % 52 61 30 - August 2013
  • 11. L’Oreal Paris India - Contest L’Oreal Paris used contests to engage with its fans in August. The brand posted 11 updates around the ‘You are worth it because..’ contest and this resulted in an average engagement score of 19 for the campaign while the overall engagement score for its page was 50.
  • 12. Comparing Top Banking & Finance Brands August 2013 Brand Name Audience Conversation (as % of fans) Engagement Community Admin Posts Engagement Fan Posts % of Fan Posts Admin Responded Total Fans Fan Growth ICICI Bank 24,25,318 1.5 % 1.6 % 31 55 - - HDFC Bank 16,98,794 2.8 % 1.6 % 31 41 541 35.1 % Axis Bank 15,40,525 5.6 % 2.1 % 53 24 - - IDBI Bank 7,59,201 3.5 % 1.1 % 47 13 - - IndusInd Bank 57,820 220.4 % 26 % 27 76 - -
  • 13. Axis Bank – Corporate Social Responsibility Axis Bank’s updates around its CSR activities engaged well with its fans. The 12 CSR related posts had an average engagement score of 19.
  • 14. ANALYSIS OF BRANDS ON TWITTER Followers, Customer Service Metrics, Campaigns, etc...
  • 15. Sector Leaders in India (Based on the Unmetric Score for Twitter) Sector Brand Automotive Aviation Banking Consumer Electronics Sector Brand Food & Beverages Retail Insurance Restaurant August 2013
  • 16. A closer look into these sectors & brands
  • 17. Brand Name Total Followers Followers Growth Number of Tweets Average Response TimeProactive Tweets Replies Retweets Fastrack 29,557 50.4 % 85 58 35 0:54:19 Lenskart 5,231 14.2 % 198 189 269 6:32:51 Nature Basket 2,661 5.2 % 184 198 3 8:28:51 Louis Philippe 1,215 23 % 247 37 188 1:22:01 Jack Jones India 2,838 5.3 % 133 165 110 0:30:34 Comparing Top Retail Brands August 2013
  • 18. Louis Philippe - #TheLabelQuiz Louis Philippe’s #TheLabelQuiz was the most tweeted hashtag by the brand and its followers in August. The engagement score for the hashtag #TheLabelQuiz was 1,000.
  • 19. Comparing Top Insurance Brands Brand Name Total Followers Followers Growth Number of Tweets Average Response Time Proactive Tweets Replies Retweets HDFC Life 32,115 10.5 % 72 22 0 54:21:24 Aviva India 4,350 16.4 % 243 132 24 4:19:14 Bajaj Allianz 3,823 3.1 % 99 107 6 2:37:41 ICICI Pru Life 1,455 12.5 % 224 89 12 12:13:50 ICICI Lombard 1,331 16.1 % 202 95 22 4:04:25 August 2013
  • 20. Bajaj Allianz - #LittleThings Contest #LittleThings Contest was Bajaj Allianz’ most user tweeted hashtag and also was the highest engaging hashtag with an engagement score of 881
  • 21. Comparing Top Food / Beverage Brands Brand Name Total Followers Followers Growth Number of Tweets Average Response TimeProactive Tweets Replies Retweets Pepsi India 88,888 12.3 % 175 42 76 2:47:22 Dairy Milk India 8,459 19.7 % 80 122 303 3:18:59 Cadbury Celebrations 18,174 0.85 % 47 15 20 1:46:38 Bingo! 1,221 63.7 % 70 140 205 0:45:22 Cadbury Silk 6,951 20.2 % 53 148 292 5:31:49 August 2013
  • 22. Bingo! - #ReplaceMovieNameWithBoing Contest Bingo’s ‘Replace Movie Name with Boing Contest’ on August 28th was the most tweeted hashtag and engaged well with its followers. The contest helped the brand reach the ‘1,000 followers’ milestone. The engagement score of the hashtag was 1,000.
  • 23. Comparing Top Restaurant & Café Brands Brand Name Total Followers Followers Growth Number of Tweets Average Response TimeProactive Tweets Replies Retweets Dominos India 21,254 6.9 % 413 260 197 9:29:59 KFC India 4,314 4.8 % 98 44 2 5:31:29 Dibella Coffee India 625 2.1 % 50 10 5 11:06:38 Café Coffee Day 13,165 3.5 % 31 54 11 15:33:24 Starbucks India 3,621 14.8 % 33 33 1 55:15:42 August 2013
  • 24. Starbucks India - #PassionforCoffee Starbucks India asked its followers to share their pic at the Starbucks store using the hashtag #PassionforCoffee. The hashtag created lots buzz and engaged well with its followers with an engagement score of 744.
  • 25. SO ANALYSIS OF BRANDS ON YOUTUBE Views, Shares, Uploads, Top Video, etc...
  • 26. Sector Leaders in India (Based on the Unmetric Score for YouTube) Sector Brand Automotive Aviation Banking Personal Care Sector Brand Food & Beverages Retail Insurance Restaurant August 2013
  • 27. SO A closer Look at Selected Top Brands
  • 28. Kotak Mahindra Bank Kotak Junior Account Kotak Junior Account TVC video was the most watched video on the Kotak Mahindra Bank’s YouTube channel with more than 649,000 views.
  • 29. Panasonic India Washing Machine (Econavi) TVC Panasonic India’s Econavi washing machine TV commercial was the most watched video on its YouTube channel with 1,372 views.
  • 30. ICICI Lombard Cop vs. Conscience: Who will win? #2 ICICI Lombard’s Cop vs. Conscience video garnered more than 19,000 views in 10 days.
  • 31. About Unmetric : THANK YOU Please contact us at info@unmetric.com for more information Unmetric works with leading brands and agencies to help them establish benchmarks for their social media teams and social media campaigns. The data provided by the Unmetric (SaaS) platform is instrumental in facilitating understanding and driving down costs by creating more efficient social media teams.