The report by MindShift Metrics evaluates the top players in the BFSI sector, gaining insights on their digital presence and the strategies adopted by each of them.

1. June 2014
www.mindshiftinteractive.com

2. This report considers the top players in the
BFSI industry and seeks to understand their
digital presence in terms of social media
5 BFSI Players considered because
they enjoy the highest word of mouth
Understanding the
As per data collated from Apr 2014- June
2014

3. Social Media Presence

5. Facebook Fans
•ICICI bank has the maximum Fan following on Facebook with 2.99M Fans,
followed by Axis bank (2.46M Fans)
•Kotak Mahindra Bank Ltd. has the smallest size of audience on Facebook
with 0.22M Fans when compared with its competitors

6. Facebook Growth
•Though Axis bank doesn’t have the largest audience on Facebook as compared to
its competitors, it can boast of the highest growth rate (8.76%) in the last 3 Months
•HDFC bank comes last in the league with minimal growth rate amongst the five
brands

7. Facebook Engagement
•On the engagement front, Kotak Mahindra Bank Ltd. has the highest Engagement
Rate, owing to the smallest Fan base
•HDFC Bank comes last in the league.

8. 8

9. Twitter Followers (Overall)
•Kotak Mahindra Bank Ltd. turns out to have the maximum Followers, which is
way beyond its competitors onTwitter
•Axis bank has the least no of Followers onTwitter with just 8.5K Followers.
•All the five brands have had a more or less consistent growth of followers in the
past three months
•ICICI Bank has specifically usedTwitter from a customer care perspective only

10. Twitter Growth
•The highest growth rate was observed for Axis bank since Apr 2014 to June 2014

11. Klout Score
IDBI Bank has the highest Klout Score on Twitter followed by HDFC bank, while
Axis bank comes last in the league

12. 21.38
5.30
37.83
12.60
Axis Bank HDFC Bank ICICI Bank Kotak Bank
HDFC Bank performs the best with 5.30 hours or in other words 5 Hours 17 Minutes, time
taken to respond to their customers. On the other hand, ICICI Bank is the worst performer
with more than 1 day, that is 1 day, 13 hours and 49 minutes, to respond.
InHrs
ResponseTime onTwitter
Source: Simplify360
Analysis duration: past 1 month

13. Axis Bank : Facebook &Twitter Activities
• In order to create about buzz about its social media campaign to
introduce its Youth Card, Axis Bank came up with a microsite for
the same, within its main site and focused its campaign on
Facebook with the application called ‘YOUth Card’ where one could
stand a chance to win iPads or SamsungGalaxy phones by
designing their own debit cards.The campaign was mainly to
target the youth in the age group 18-25
• Along with promotions around offers and latest policies, the bank
uses the platforms from an informative perspective. EgWizzy
SecurityTips
• OnTwitter, the brand on a whole carries out its engagements
mainly through tweets aroundTrivia, eDGE Loyalty Rewards
Program, Offers onCard Usage, #AxisBankFoundation, etc.
• Also, the bank keeps doing contests from time to time. Eg.
#ShopaholicsFestival

14. ICICI Bank: Facebook &Twitter Activities
• ICICI Bank introduced their Social BankingApp called Pockets on
Facebook which allows clients to not only access their account
details on Facebook but also transfer funds, book movie tickets,
recharge mobile phones and split and track group expenses and
allows people to send notifications when payments to the group
are pending.
• The brand also makes use of concepts onTwitter like
#ThenAndNow, #50percentoff, #lifestyle which received a good
amount of response from its followers
• The Brand recently came up with a Campaign called the ‘Magic
Pencil Project’ which was a social cause drawing competition.They
created a separate blog, a Facebook and a separate handle for the
promotion.They also used the #IfIHadTheMagicPencil to promote
the idea on twitter

15. HDFC Bank: : Facebook &Twitter
Activities
• HDFC Bank came up with a tab,Taxpert,where tax experts give their
views and solve queries put across by customers.The sections on
official Facebook page of HDFC Bank provide all sorts of financial
news to the fans.The management of their custom tabs is worth
appreciating as they not only add value to their Facebook
community but also direct the traffic to their website.
• They have used interesting hashtags like #TravelSmart,
#FinanceFunda, #GadgetGyaan #DreamDrive, #SmartBuy,
#MobileBanking, #QuoteUnquote, #Travel, #SecureBanking etc.
to engage with its audience

16. IDBI Bank: : Facebook &Twitter Activities
• IDBI Bank is using a generic approach to reach out to its
audience with regularly hosting quizes, current affairs
etc
• Twitter engagement also carried out through #hashtags
that includes #SaveEnvironment, #Rupee,
#SuccesQuote, #Quote, #DidYouKnow, etc.

17. Kotak Mahindra Bank Ltd. : Facebook &
Twitter Activities
• Based on their mascot Subbu, Kotak Mahindra Bank launched its
campaign named ‘ Subbu sab janta hai’ with a series ofTVCs to
spread awareness about their saving schemes.They also held a
contest onTwitter and Facebook related to the campaign
• However, the brand is pretty irregular in terms of posting on
Facebook
• The brand has carried out itsTwitter engagement mainly through
several contests and connected with followers through #hashtags
like, #YesIDidIt, #Contest, #Quiz, etc. It started a major campaign
in the month of Nov’13 that says “14 Challenge, 14 Days, 14 Prizes, 2
Special Prizes & One Grand Prize! Participate now”

18. Mindshiftin’ Insights
• Though ICICI Bank comes to first when it comes to
audience on Facebook,Axis Bank is the winner in terms
of creativity and activity on Facebook
• OnTwitter, HDFC and ICICI bank are the forerunners,
since they actively engage with their audience on the
platform. However, Kotak Mahindra has the largest
audience onTwitter with 100K Followers
• The banks are currently usingTwitter primarily from a
customer perspective, which needs to change gradually,
in order to create a unique presence.

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#GoNoFilterCampaign
HomeShop18 #MakesMeHappy
Case Study

21. Have feedback for us on the
Report?Would you like us to study
your brand and the impact social
media can have on it?
Get in touch:
Arashdeep Sandhu
Research Head – MindShift Metrics
Neha Puri
Sr. Manager – MindShift Metrics

22. THANK YOU