An Analysis Of The Top 5 Indian Brands By Number Of Fans On Facebook

by Prasant Naidu on April 25, 2012

in Campaigns

A sizeable number of fans and a decent engagement, both are required in tandem for any campaign to be successful on Facebook. However, since total number of fans has been the basic performance metric on Facebook, I thought of starting my analysis from here. Recently SocialBakers, shared their first quarter social media report about Indian brands on their performance on Facebook. If you have missed it then do click here. Social Bakers has done a good job by listing the brands based on fan size, engagement rate, etc. I thought it would be a good idea if I could provide some more analysis about the brands as we recently did for the top performing banks on social media.

So I decided to compare them at my end with the help of Unmetric, which is a social media-monitoring product. Presently, Unmetric monitors your brand’s presence on Facebook and Twitter. So before I reveal the in-depth analysis on how the 5 Indian brands with largest number of fans are doing on social media, here is a list of input data I have used:

  • Social Media Monitoring Product: Unmetric.
  • Social Media Monitoring Networks: Facebook.
  • Monitoring Period: Last Quarter (01/01/12 to 03/31/12)

Facebook Insights:

1. Fans: Tata Docomo, the top Indian brand with the largest community on Facebook has more than 7 million fans and in the last quarter, it added more than 1 million fans. However it had slower growth rate (35.6%) than the sector i.e. the telecom sector, which had (81.3%) growth. On the other hand Fastrack, the retail brand, which has a community of more than 3 million fans, has added more fans in the last quarter.  Fastrack added close to 1,225,932 fans in comparison to Tata Docomo which could only add 1,803, 077 fans approximately. Even though Fastrack is the third largest brand in terms of fan power on Facebook, it had the highest growth factors. The below screenshot gives a clear picture of all the 5 brands in terms of how they are positioned on fan strength.

tata docomo facebook
Fan Comparison

2. Conversations: Social Media is all about conversations and Fastrack knows it well. Out of the 5 top brands, Fastrack has the maximum number of people talking about it. According to Unmetric, Fastrack achieved 3.9% of conversation on its fan page whereas Tata Docomo, which has the largest number of fans, could only generate 3.2% of conversations along with Kingfisher. However these conversations fluctuate for most of the brands and they generally shoot up when you have some contests running during the time.  Besides this I have always debated that “Talking About This” figure is a bit generic.

fastrack facebook data
Conversations

3. Posts: Every brand on social media is known by its content strategy. Your content builds up your brand image on social media. Here Tata Docomo has shown an active presence in sharing the most number of posts and Vodafone Zoozoo has the least. Another interesting fact that is highlighted when you see the below image is that most of the content for the brand has been generated by fans. In other words it simply says that the community is now shaping up itself. I think this should be one of the objectives for brands when they are building a community.

tata docomo facebook data
Posts

I also analyzed the content or post strategy of Tata Docomo which is shared in the below screenshot. One can easily see that whenever the brand has spoken about itself, engagements have dipped. The brand shared 126 posts related to Tata Docomo and that only led to 33 engagement score. At the same time, content related to the “Telecom Services” have been appreciated. The brand posted altogether 9 posts and the engagement score has been 46. A clear indication for the brand to rethink its content strategy.

tata docomo posts
Tata Docomo Post Summary

Vodafone Zoozoo, which had the least number of posts in the last quarter, has the same picture when it comes to the postology. The brand is driving maximum engagement on General Happenings but the least when it is talking about itself. Although “Telecom Services” has shown some engagement, there has not been much content on this.

Vodafone Zoozoos facebook
Vodafone Zoozoos Post Summary

In fact the General Happenings that drives most engagement is considered to be a very safe way of playing. I think the brand should focus more on the other facets of posts rather than just talking about the current happenings just because people are responding to it.

4. Engagement: Tata Docomo is the clear winner when it comes to engagement amongst the five brands in the last quarter. It has procured a score of 49 by Unmetric followed by Vodafone Zoozoos, which has a score of 39.

Tata Docomo Facebook Engagement
Engagement

5. Sentiment: Vodafone Zoozoo has the most (net) positive sentiment. Out of 265 posts, 144 of them resulted in a positive sentiment that is more than 50%. And at the same time, Vodafone Zoozoos and Tata Docomo also faced the maximum number of negative sentiments. Interestingly Tata Docomo, which has the least positive sentiments, had a maximum of neutral sentiments too.

Vodafone Zoozoos Facebook Sentiment
Sentiment

Tata Docomo is a clear winner in terms of fan base and the engagement it is driving in its community. However the content strategy has more or less focussed on the current happenings rather than the other areas where there is clear indication of engagement. In fact all the five brands have focussed their content on general happenings and whenever they have spoken more about themselves, the engagement levels have dipped drastically.

Do let us know what do you think about the top five Indian brands on Facebook and do you think they should also concentrate on other subjects for content creation. And next time I would share the insights from some not so popular brands but they are driving higher active engagement rates as shared by SocialBakers.com. Don’t be surprised as not a single brand from the top five features in this list!

Prasant Naidu

Founder and Blogger at Lighthouse Insights.

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  • http://www.facebook.com/people/Srinivas-Goud/1200574091 Srinivas Goud

    yes,i do believe social media is game changer

    • http://lighthouseinsights.in/ Prasant Naidu

      Yes it is :)

  • Neil

    I wonder how much of the fan following was a result of Facebook ads, offline advertising (connecting to their fan page) and finally ones that got to the page purely from seeing one of their friends like, share content or comment on the page. Not that there’s anything wrong or unfair about doing that..just wondering if they all had the same budget who would come out on top. I guess the conversations parameter reflects that so Tata Docomo being the most talked about would draw more fans organically.

    • http://lighthouseinsights.in/ Prasant Naidu

      I agree Neil only if all had the budgets. rest i have a feeling that bigger brands don’t care much in comparison to the ones who are organically growing their traffic. That’s why i have been more interested local stories than bigger brands. Next report i will talk about the ones which are not that common names but have an interesting community created on sm. Thanks for your comments :)

  • Abhishekbhalla Imt

    hey prasant,i have my summer internship in tata docomo and it is a study on telecommunication and social media!can u help me with a tool that could help me analyze the facebook data in the way u have in your report. it would be of great help.

    • http://lighthouseinsights.in/ Prasant Naidu

      I am not sure if there are any free tool that give enough data. The one which i am using -Unmetric is a paid one. If you want me to review any brand then let me know and I can provide the data too. Will help you in what ever way I can. Actually wait for 2 days I am going to share a case study about telecom data providers and ORM.

      • Abhishekbhalla Imt

        that would be of grt help if u could review docomo,airtel,idea,vodafone and reliance for me!!cos iv looked everywhere but have gt nothing useful!!looking forward to it!

        • http://lighthouseinsights.in/ Prasant Naidu

          I am sure now with the 10 day trial a/c you can do wonders. Do let me know if you still need any help :)

          • Abhishekbhalla Imt

            i dont have access to the trial a/c…can u pls help me out!

    • http://peterclaridge.me/ Peter

      Hi Abhishek, when you start your internship, if you ask your manager to sign up for a trial account at http://www.unmetric.com using their corporate email ID we’ll give you 10 days access so you can do a report for your internship. If you don’t get access shoot an email to peter ‘at’ unmetric ‘dot’ com and I’ll help you out. Good luck with the internship, Docomo are social media mavens!

      • Abhishekbhalla Imt

        Hi Peter,i do not have access to the corporate email id n have requested for the trial on my own but haven’t got any reply from unmetric.

      • http://lighthouseinsights.in/ Prasant Naidu

        Peter you rock buddy and that’s the reason I like Unmetric people more than the product :)

        • http://peterclaridge.me/ Peter

          Thanks, Prasant!@732cc3e6b34e456af4b3992a9fea4c13:disqus your account is activated :-)

  • Neil

    I was just looking at this comment thread (Peters reply in particular) thinking…this is what listening and social media is all about :) @PrasantNaidu:disqus fodder for an article? :D

    • http://lighthouseinsights.in/ Prasant Naidu

      @85476e31d675e304d5c68f0eb8facf05:disqus  must say that you have great observation :) Do you want to give it a try Neil, it’s always good to have a thoughts from your side. Let me know ;)

  • Vishal Kale

    The one problem with online at this particular point in time is that I cannot see the connect between any Marketing Variable – (Brand Image; Brand Recall; Sales; Brand Loyalty; Reinforcements of attitudes towards Brand; Repositioning etc etc) with online brand content. I am not saying that online is hyped – just that it is too early to state anything with regard to online content. 

    Frankly, any brand that does not have an online presence is missing business opportunities – that is already a reality. But influencing attitudes and opinions towards brands, producing actionable intent in the consumer through online presence is still a long way. That is simply a function of the penetration of internet usage. While this may not hold true for all product categories, but as a general rule this can be stated as true. Online social media presence is needed, but only as a small part of the overall mix. While the trendline is rapid growth in online ad spends -but currently it is miniscule. 

    Which brings me to my query: how can you link any of the above variables with Vodafone and Tata Docomo fan following especially? As for the other 3, given the nature of the product – esp pepsi – one can see the link. What does fan following have to do with any of the metrics of measurement outlined above?

    Would love to hear your views on the same! 

    • http://lighthouseinsights.in/ Prasant Naidu

      Thanks Vishal for your comment 
      I think today all online content from a brand reflects what it is and what it believes in.Online social media presence is needed but I also believe that it is one of the piece of your 360 degree marketing campaign. yes it is still in its initial stages and one of the big reason is the poor Internet penetration in India. 
      However for every brand the objective to be on social media is different. Some are on it for brand awareness and some are to create inquisitiveness about a product and drive it to their site.The reason why I did this was for the simple reason to find out more than the number of likes. Even though we are still struggling to find the real numbers but our effort is to go beyond just the number of likes. One of the metrics is “people talking to you” which is again a broad figure but hope so we can get metrics that actually find the real number of people taking about your content on a particular post.Then another metric is “engagement” which is a must along with your fan numbers and we have tried to see how is it being done and how these brands are faring on it. Most of the times I have seen that brands post content and move on. in that case they are just out their to build numbers and not a community. 
      Tata and Vodafone are out their for simply connecting and creating awareness with their online people and trying to engage with them. Vodafone is engaging more with it’s Zoozoos it is simply how you are presenting yourself and so metrics such as no of posts related to the objective, engagement all come into picture.
      Do let me know if I was able to answer your query :)

      • Vishal Kale

        That is what I thought – most brands just post content and move on. Thanks for that confirmation! Yes – engagement – especially if measured along a parameter of repeat conversations or interactions with a person – can be an indicator of brand loyalty -and it goes way beyond the number of likes. Good idea, there. 
        Yes, you have answered my question. No issues on that score!

        • http://lighthouseinsights.in/ Prasant Naidu

          It is beyond likes as we need to ask what do these numbers mean for us. I am glad that I was able to answer your questions :)

        • http://twitter.com/Kartek Kartik

          Hi Vishal,

          True most brands have not been able to corelate activity on social channels and ROI. Many of them are indeed intangible but hugely beneficial as it goes without saying that social media does help humanize the brand, provides a platform for 2 way interaction, foster better ties and loyalty.

          A better engaged brand means consumers -even online are more involved with the brand and thus are more likely to be ongoing consumers who spend on your brand.

          And going beyond advt helps as audience ww has become sick and tired of me too ads and in your face promotions which challenged our intelligence.

          Storytelling, information, edutainment are better means we as an audience tend to engage with. Of course, in India, the tried and tested means is still using a celeb brand ambassador, and in most cases it is a bad fit.

          Thus, though have not been able to strictly measure the value, the aim of social media is of of being able to participate in the millions of conversations happening online and possibly steer/influence them

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