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Social media analysis of Indian banking sector, Q1'2016
- 1. INDIAN BANKING SECTOR Social Media Analysis (Q1,2016)
- 2. TOTAL MENTIONS Mentions 105,491 Mentions 55,300 Mentions 36,730 Mentions 33,490 Mentions 14,030 Mentions 6,381 Brand wise Mentions Duration 3 Months (Jan-Feb-March) Total Mentions Analysed 251,422 *Data from LocoBuzz (an analytics based integrated marketing platform)
- 3. SHARE OF VOICE ICICI Bank had the highest share of voice (42%) amongst the competition *Data from LocoBuzz (an analytics based integrated marketing platform) *Data from LocoBuzz (an analytics based integrated marketing platform) Axis Bank 22% Citibank India 13% HDFC Bank 15% ICICI Bank 42% Standard Chartered India 2% Kotak Mahindra Bank 6% Axis Bank Citibank India HDFC Bank ICICI Bank Standard Chartered India Kotak Mahindra Bank
- 4. ICICI Bank generated the maximum positive buzz followed by HDFC Bank HDFC Bank had the maximum negative buzz followed by Axis Bank SENTIMENT ANALYSIS *Data from LocoBuzz (an analytics based integrated marketing platform) 4778 1747 5259 3544 312 1603 0 1000 2000 3000 4000 5000 6000 Axis Bank Citibank India HDFC Bank ICICI Bank Standard Chartered India Kotak Mahindra Bank Negative Mentions 2051 1179 2185 3454 491 456 0 1000 2000 3000 4000 Axis Bank Citibank India HDFC Bank ICICI Bank Standard Chartered India Kotak Mahindra Bank Positive Mentions
- 5. BRAND REPUTATION Positive buzz as compared to overall buzz Bank Positive buzz Standard Chartered India 7.69% HDFC Bank 5.95% Axis Bank 3.71% Citibank India 3.52% ICICI Bank 3.27% Kotak Mahindra Bank 3.25% Negative buzz as compared to overall buzz Bank Negative buzz ICICI Bank 3.36% Standard Chartered India 4.89% Citibank India 5.22% Axis Bank 8.64% Kotak Mahindra Bank 11.43% HDFC Bank 14.32% Standard Chartered India had the highest % of positive buzz as compared to overall buzz. 2nd highest is of HDFC Bank ICICI Bank had the lowest % of negative buzz as compared to overall buzz, followed by Standard Chartered India & Citibank India
- 6. PLATFORM WISE BUZZ All banks had more buzz on Twitter followed by Facebook. ICICI Bank had the highest buzz on both Facebook & Twitter. Least buzz was on YouTube platform for all the banks *Data from LocoBuzz (an analytics based integrated marketing platform) 0 20000 40000 60000 80000 100000 120000 Citibank India Axis Bank HDFC Bank ICICI Bank Kotak Mahindra Bank Standard Chartered India YouTube 0 200 164 227 72 29 News 1321 6710 4586 8555 3536 898 Discussion Forums 3593 3000 3186 2779 2256 1417 Complaint Websites 268 967 1657 1713 292 179 Blogs 29 388 373 458 266 7 Google+ 328 1195 1994 1581 306 49 Twitter 22779 35846 19299 79193 5699 2594 Facebook 5088 4517 4655 8801 1415 1195 YouTube News Discussion Forums Complaint Websites Blogs Google+ Twitter Facebook
- 7. PRODUCT ANALYSIS (CREDIT CARDS) HDFC credit cards generated the maximum buzz, both positive as well as negative amongst the competition *Data from LocoBuzz (an analytics based integrated marketing platform) Axis Bank, 1243 Citibank India, 749 HDFC Bank, 2887 ICICI Bank, 1804 Standard Chartered India, 251 Kotak Mahindra Bank, 477 Total Mentions on credit cards 0 100 200 300 400 500 600 700 800 Axis Bank Citibank India HDFC Bank ICICI Bank Standard Chartered India Kotak Mahindra Bank 122 32 161 103 11 38 273 378 703 451 71 139 Positive/Negative mentions on Credit Cards Negative Positive
- 8. PRODUCT ANALYSIS (ACCOUNTS) Axis Bank accounts garnered the maximum buzz amongst the competition *Data from LocoBuzz (an analytics based integrated marketing platform) 0 100 200 300 400 500 600 700 Axis Bank Citibank India HDFC Bank ICICI Bank Standard Chartered India Kotak Mahindra Bank Total 666 91 425 628 5 312 Positive 28 4 62 72 4 46 Negative 101 19 161 132 1 91 Mentions on Accounts Total Positive Negative
- 9. PRODUCT ANALYSIS (LOANS) ICICI bank’s loans generated the maximum positive buzz, where as HDFC Bank’s loans had the maximum negative buzz amongst the competition *Data from LocoBuzz (an analytics based integrated marketing platform) Axis Bank, 453 Citibank India, 54 HDFC Bank, 777 ICICI Bank, 803 Standard Chartered India, 110 Kotak Mahindra Bank, 371 Total Mentions on Loans 0 200 400 600 800 1000 Axis Bank Citibank India HDFC Bank ICICI Bank Standard Chartered India Kotak Mahindra Bank Positive/Negative Mentions on Loans Negative Positive Overall
- 10. PRODUCT ANALYSIS (ATM) Highest buzz was on ICICI Bank’s ATM *Data from LocoBuzz (an analytics based integrated marketing platform) 0 200 400 600 800 1000 1200 1400 1600 1800 2000 Standar d Chartere d India ICICI Bank HDFC Bank Axis Bank Citibank India Kotak Mahindr a Bank Total 1 1861 1557 1666 44 495 Positive 0 151 114 97 7 109 Negative 0 284 367 314 33 94 Mentions on ATM Total Positive Negative
- 11. CAMPAIGN ANALYSIS ( OVERALL BUZZ) ICICI Bank had the maximum buzz on campaigns followed by Axis Bank & Citibank India *Data from LocoBuzz (an analytics based integrated marketing platform) 0 10000 20000 30000 40000 50000 60000 Axis Bank Citibank India HDFC Bank ICICI Bank Standard Chartered India Kotak Mahindra Bank 18718 16139 2311 57947 1029 1059 Total Mentions
- 12. CAMPAIGN ANALYSIS ( POSITIVE & NEGATIVE MENTIONS) Citibank had the maximum positive mentions on its campaigns. ICICI Bank had the maximum no. of negative mentions on campaigns. Citibank India had no negative mentions on its campaigns *Data from LocoBuzz (an analytics based integrated marketing platform) Axis Bank, 79 Citibank India, 880 HDFC Bank, 100 ICICI Bank, 548 Standard Chartered India, 325 Kotak Mahindra Bank, 12 Positive Mentions Axis Bank, 14 Citibank India, 0 HDFC Bank, 5 ICICI Bank, 94 Standard Chartered India, 1 Kotak Mahindra Bank, 0 Negative Buzz
- 13. OVERALL TAG CLOUD OF INDIAN BANKING SECTOR Positive Tag cloud Negative Tag cloud
- 14. CITIBANK INDIA - TAG CLOUD Positive Tag cloud Negative Tag cloud
- 15. AXIS BANK – TAG CLOUD Positive Tag cloud Negative Tag cloud
- 16. ICICI BANK – TAG CLOUD Positive Tag cloud Negative Tag cloud
- 17. KOTAK MAHINDRA BANK – TAG CLOUD Positive Tag cloud Negative Tag cloud
- 18. HDFC BANK – TAG CLOUD Positive Tag cloud Negative Tag cloud
- 19. STANDARD CHARTERED INDIA – TAG CLOUD Positive Tag cloud Negative Tag cloud
- 20. KEY OBSERVATIONS ICICI Bank had the highest SOV i.e. 42%, amongst all the competition. ICICI Bank generated the maximum positive buzz, where as HDFC Bank generated the maximum negative buzz. ICICI Bank, Citibank India & Standard Chartered had the lowest percentage of negative mentions as compared to their overall mentions. Platform wise maximum buzz on Twitter and minimum buzz on YouTube for all the banks. ICICI Bank generated the maximum buzz on campaigns but most of it was neutral. Citibank India generated the maximum positive buzz on its campaigns. Citibank India had zero negative mentions on its campaigns in the last quarter. #WhatsYourSpin campaign received maximum positive mentions in the last quarter and appeared in the overall positive tag cloud of banking sector.