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Social Media Statistics - India Study 2015

Social Media India Study 2014 - A Study covering 250 Top Social Brand Pages across India and the Globe. Detailed Stats on the top Social Brands in 2015.

Focused on establishing benchmarks and the engagement strategies used by the brands across the markets and how the consumers engage with the content posted by these brands.

12 Sectors covered are Auto, Electronics, Entertainment, Fashion, Finance, Food, Healthcare, IT, Telco, Travel, Retail and Services.

Top 10 brands each from India and Globe were studied and compared on Page Engagement as well as Post Engagement. Focus was to establish benchmarks for the Indian Social Media Marketers which can be used for creating compelling and engaging content for the Indian Consumers.

This is an annual property being done by IdeateLabs and will be released each year for the Industry to use and consume.

Social Media Statistics - India Study 2015

  1. 1. SOCIAL MEDIA ENGAGEMENT INDIAN vs GLOBAL BRANDS A Study by:
  2. 2. Story told by IDEATELABS 1 / 4 INTERNET USERS 1 / 100 TABLET USERS 1 / 9 MOBILE INTERNET USERS 1 / 9 SOCIAL MEDIA USERS Source: BI Intelligence, IAMAI, Neilsen Figures as on December 2014 1,300,000,000 TOTAL POPULATION
  3. 3. Story told by IDEATELABS 18 Million31 Million112 Million Source: Respective Sources Top 3 Social Networks in India
  4. 4. Story told by IDEATELABS Source: Facebook Facebook in India 112 Million 99 Million 45 Million Monthly Active Mobile Monthly Active Mobile Everyday
  5. 5. Story told by IDEATELABS AVERAGE TIME THAT INTERNET USERS SPEND USING THE INTERNET EACH DAY THROUGH A DESKTOP OR LAPTOP 4H 54M 2H 36M AVERAGE TIME THAT MOBILE INTERNET USERS SPEND USING MOBILE INTERNET EACH DAY Source: GlobalWebIndex Wave 11, WeAreSocial 2H 26M AVERAGE TIME THAT SOCIAL MEDIA USERS SPEND ON SOCIAL MEDIA EACH DAY
  6. 6. Story told by IDEATELABS 10% 90% 14% 86% 74% 26% MOBILE USAGE DOMINATES SOCIAL Desktop Mobile 2% 98% Source: The Wall Street Journal, 8% 92% 46% 54%
  7. 7. Story told by IDEATELABS VIDEO DOMINATES RESEARCH Source: Forbes, MarketingProfs, Forrester 88% more time on site with Video spent by the Average Internet User marketing professionals report that Video converts better than any other medium Customers more likely to purchase a product after watching a Video about it 70% 64%
  8. 8. Story told by IDEATELABS VIDEO DOMINATES CONVERSIONS Source: ReelSEO, Unbounce 0% 100% 80% Using video on landing pages can increase conversion by Home Page videos are shown to increase conversion rates by 30% or more…
  9. 9. A REVOLUTION IN CONSUMER BEHAVIOUR
  10. 10. HOW DO INDIAN BRANDS FARE AGAINST THEIR GLOBAL COUNTERPARTS ON SOCIAL MEDIA
  11. 11. Story told by IDEATELABS METHODOLOGY
  12. 12. Story told by IDEATELABS APPROACH TOP 10 FAN PAGES ACROSS CATEGORIES vsINDIA GLOBE based on the Number of Fans on Facebook as a representative sample ENGAGEMENT LEVELS BASED ON: GROWTH IN FANS & ENGAGEMENT SCORES for the Calendar Year 2014 Category Averages for Change in Fans & Engagement was used as a comparative measure for the study.
  13. 13. Story told by IDEATELABS INDUSTRY CATEGORIES COVERED ELECTRONICSTRAVEL RETAIL AUTO FASHION ENTERTAINMENTFINANCE FOOD TELCO IT HEALTHCARE SERVICES
  14. 14. Story told by IDEATELABS KEY FINDINGS
  15. 15. Story told by IDEATELABS 21% The  average  Fan  size  of  an  Indian   Brand  Page  as  compared  to  the   average  Global  Top  Brands. 3X An  Average   Indian  Post   performs  3  times   better  than  a   Global  Post  in   terms  of  the   Engagement  with   its  audience.   270% Engagement  on   Indian  Fan  Pages   vs  Global  Fan   Pages 97.6% of  all  Interactions  happen  on  Posts  with   Pictures  /  Photos.  This  is  followed  by   Videos,  Status  Updates  &  finally  Links.   10% of  all  Indian  Pages   use  Celebrity   Power  for  their   Social  Strategies 86% Of  all  posts  in  India  are  Picture  /   Photo  Posts,  contributing  97.6%  of  all   engagement  across  brands.   4X Indian  Fan  Pages  are  Shared  4  times   more  than  Global  Posts,  given  that   Indian  Fan  base  is  only  20%  of  the   size  of  Global  pages.   2.5X Indian  Fan  Pages  post  2.5   times  more  than  global   brand  pages.  
  16. 16. Story told by IDEATELABS Healthcare Travel (Not surprising) (Surprisingly) People talking about it 8,294 5,735 REPRESENT  THE  LOWEST   ENGAGED  CUSTOMER   BASES  ACROSS  ALL   CATEGORIES.   Least Performing Categories
  17. 17. Story told by IDEATELABS Engagement by Type Virality Comments Pictures 240 249 Pictures continue to dominate the Social landscape. Highest Engagement per post in both categories Videos 99 60 Lower engagement per post compared to Pic, but the fastest growing category across all. Links 10 18 Least Performing category, but second highest in terms of usage by brands. Status 17 75 Low on Virality / Shareability, but very high engagement in terms of Responses received, second best across all. Offers 48 17 Least used Medium in India, Surprisingly Retail vertical does not use Offers at all. Extremely high on virality. Average scores per post
  18. 18. Story told by IDEATELABS UNDISPUTED King of Engagement 577 190K 1.183% Total Posts Avg Engagement per Post Engagement 
 Score per Post
  19. 19. Story told by IDEATELABS Scores the Highest Engagement in Content FAMILY GENRE 4X HIGHER THAN INDUSTRY AVERAGE 6,961 273  Mln 10.8  Mln Total Posts Total Responses on Posts Total Shares 5 Total Brands
  20. 20. Story told by IDEATELABS MOST SHARED GENRE 3 Matrimonial Brands amongst the TOP 10 most Shared Brands FB Users in India seeking Companionship? TREND?
  21. 21. Story told by IDEATELABS MOST SOCIAL SAVVY BRAND MAHINDRA GROUP 5 Brands in the Top 120 Pages in India
  22. 22. Story told by IDEATELABS CELEBRITY POWER 10% of the brands use Celebrities clout for their Social Strategies Average Post Engagement Scores Lower than India Average NOTE: does not include entertainment channels
  23. 23. Story told by IDEATELABS FESTIVE SEASON IRONY LOWEST Posts by 
 Brands HIGHEST Engagement by Customers Oct - Dec Period
  24. 24. Story told by IDEATELABS TRYST WITH WEEKENDS LOWEST Posts by 
 Brands HIGHEST Engagement by Customers Sat - Sun Period
  25. 25. India Social
  26. 26. Story told by IDEATELABS Fans on FB 27% Average No. of Fans per Page January  01,  2014  -­‐  December  31,  2014 Growth over the year 5,465,020 819,472 4,424,507 2,948,967 7,777,474 2,035,032 6,415,366 4,454,566 9,137,521 764,549 430,783 1,863,319 20.36% 15.85% 32.43% 24.91% 11.49% 29.28% 24.81% 19.46% 48.33% 31.55% 17.90% 27.62% Avg. Fans per Vertical on 31st Dec Growth over 2014
  27. 27. Story told by IDEATELABS Fans on FB January  01,  2014  -­‐  December  31,  2014 Page Engagement Average PTAT as on Dates 70,143 5,735 174,316 42,743 73,083 30,837 104,243 43,396 564,154 29,551 8,294 25,609 -0.50% 15.12% 68.44% 15.75% 7.23% 7.67% 29.15% 26.31% 18.02% 60.88% 30.61% -27.83% Avg. PTAT per Vertical on 31st Dec Growth / Decline over 2014
  28. 28. Story told by IDEATELABS Fans on FB January  01,  2014  -­‐  December  31,  2014 Content Engagement 1,226Average Posts 6,616,964Average Interactions 6,153,565 234,972 228,427 Total Likes Total Comments Total Shares Average Statistics per Brand Page across Top 120 Indian Brands
  29. 29. Story told by IDEATELABS Vital Stats January  01,  2014  -­‐  December  31,  2014 Fastest Growing Brand Pages 2 Comedy Nights Kapil 5 Satyameva Jayate BY TOTAL NUMBER OF FANS ADDED IN 2014 3 Colors TV 1 Nescafe India 4 Nat Geo India 6 Bindass TV 7 9XM 8 Aircel India 9 Zoom TV 10 Dove
  30. 30. Story told by IDEATELABS Vital Stats January  01,  2014  -­‐  December  31,  2014 Top 10 Brand Pages BASED ON AVERAGE POST ENGAGEMENT 1 Comedy Nights Kapil 2 Nat Geo Channel 7 Colors TV 5 Zoom TV 10 Bindass TV 4 Vicks India 3 Gillette India 6 Mahindra XUV500 9 Jaguar India 8 Mahindra Scorpio
  31. 31. Story told by IDEATELABS Vital Stats January  01,  2014  -­‐  December  31,  2014 Top 10 Brand Pages 1 Microsoft Lumia India 2 Freshers Live 3 Shaadi.com 4 OLX.in 5 Samsung Mobile India 6 Yepme Shopping 7 Bharat Matrimony 8 ICICI Bank 9 LIC India Forever 10 Jeevan Saathi BASED ON VIRALITY OF CONTENT* * Does not include Media Brand Pages
  32. 32. Story told by IDEATELABS Vital Stats January  01,  2014  -­‐  December  31,  2014 Top 10 Brand Pages BASED ON VIRALITY OF CONTENT* * Only Media Brand Pages 1 Bindass TV 2 Nat Geo Channel 3 Zoom TV 4 AajTak 7 Colors TV 6 Comedy Nights Kapil 8 Satyameva Jayate 10 9XM 9 MTV Roadies 5 MTV India
  33. 33. India Globev/s
  34. 34. Story told by IDEATELABS India Global Growth in Fans India vs Globe - Year 2014
  35. 35. Story told by IDEATELABS Growth in Fans India vs Globe - Year 2014 Avg. No. of Fans - INDIA 3,878,048 Fan Growth across Category 27.09% Avg. No. of Fans - GLOBAL 18,548,038 Fan Growth across Category 17.60% Avg. PTAT - INDIA 97,675 Fan Growth across Category 24.83% Avg. PTAT - GLOBAL 1,78,287 Fan Growth across Category 19.43%
  36. 36. Story told by IDEATELABS India Global India Global Electronics -0.5% 25.3% Food 29.2% 43.5% Travel 15.1% 49.1% Services -27.8% 11.9% Retail 68.4% 12.5% Telco 26.3% 28.9% Auto 15.8% 5.5% Media 18.0% -32.9% Fashion 7.2% 11.2% IT 60.9% 9.5% Finance 7.8% 45.3% Healthcare 30.6% 22.2% India Performs Weaker India Performs Better Engagement India vs Globe - Year 2014
  37. 37. Story told by IDEATELABS Post India vs Globe - Year 2014   Post Type % share # of Post   Status 2.87% 3,367   Photo 85.64% 1,00,350   Link 7.71% 9,037   Video 3.71% 4,347 Others 0.06% 74   Post Type % share # of Post   Status 4.48% 3,149   Photo 76.89% 54,062   Link 10.11% 7,110   Video 8.40% 5,909 Others 0.11% 78 INDIA GLOBE
  38. 38. Story told by IDEATELABS Post India vs Globe - Year 2014 Avg. Engagement per Post 0.14% Avg. Engagement per Post 0.04% On an Average an Indian Post is shared more than a Global Post2.5X
  39. 39. Auto
  40. 40. Story told by IDEATELABS January  01,  2014  -­‐  December  31,  2014 Avg. No. of Fans 2,948,967 Fan Growth across Category 24.91% Auto Avg. No. of Fans 12,485,371 Fan Growth across Category 34.23% India vs Global FB Pages Avg. Page Engagement Rate 1.45% Growth in Engagement Rate 15.75% Avg. Page Engagement Rate 1.30% Growth in Engagement Rate 5.51% based on FANS BRANDS TOP3 based on ENGAGEMENT
  41. 41. Story told by IDEATELABS Auto 17.9% Average No. of Fans 572 InteractionsContentFans Average Posts per brand 1,917,446Average Interactions per brand 1,855,498 23,015 38,933 January  01,  2014  -­‐  December  31,  2014 Page Engagement Rate Vital Stats - India Interactions on Page
  42. 42. Story told by IDEATELABS Owner Posts by Month 0 150 300 450 600 Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Auto January  01,  2014  -­‐  December  31,  2014 Distribution of Posts   Post Type # of Post % share # Reactions % share   Photo 5,109 89.30% 18,279,142 95.33%   Video 459 8.02% 791,976 4.13%   Link 115 2.06% 89,010 0.46%   Status 36 63.00% 4,811 0.03% Performance Owner Posts
  43. 43. Electronics
  44. 44. Story told by IDEATELABS January  01,  2014  -­‐  December  31,  2014 Avg. No. of Fans 54,65,020 Fan Growth across Category 20.36% Electronics Avg. No. of Fans 2,42,80,033 Fan Growth across Category 13.40% India vs Global FB Pages Avg. Page Engagement Rate 1.28% Growth in Engagement Rate -0.50% Avg. Page Engagement Rate 1.00% Growth in Engagement Rate 25.31% based on FANS BRANDS TOP3 based on ENGAGEMENT
  45. 45. Story told by IDEATELABS Electronics 20.4% Average No. of Fans 787 InteractionsContentFans Average Posts per brand 4,546,524Average Interactions per brand 4,357,843 91,881 96,800 January  01,  2014  -­‐  December  31,  2014 Page Engagement Rate Vital Stats - India Interactions on Page
  46. 46. Story told by IDEATELABS Owner Posts by Month 0 200 400 600 800 Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Electronics January  01,  2014  -­‐  December  31,  2014 Distribution of Posts   Post Type # of Post % share # Reactions % share   Photo 6,996 88.90% 44,079,619 96.95%   Video 524 6.70% 734,586 1.62%   Link 234 3.00% 603,091 1.33%   Status 118 1.50% 47,946 0.11% Performance Owner Posts
  47. 47. Lifestyle
  48. 48. Story told by IDEATELABS January  01,  2014  -­‐  December  31,  2014 Avg. No. of Fans 7,777,474 Fan Growth across Category 11.49% Lifestyle based on FANS Avg. No. of Fans 24,193,784 Fan Growth across Category 19.13% India vs Global FB Pages BRANDS TOP3 Avg. Page Engagement Rate 0.94% Growth in Engagement Rate 7.23% Avg. Page Engagement Rate 0.59% Growth in Engagement Rate 11.17% based on ENGAGEMENT
  49. 49. Story told by IDEATELABS Lifestyle 11.5% Average No. of Fans 542 InteractionsContentFans Average Posts per brand 1,405,900Average Interactions per brand 1,364,869 21,789 19,243 January  01,  2014  -­‐  December  31,  2014 Page Engagement Rate Vital Stats - India Interactions on Page
  50. 50. Story told by IDEATELABS Owner Posts by Month 0 150 300 450 600 Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Lifestyle January  01,  2014  -­‐  December  31,  2014 Distribution of Posts   Post Type # of Post % share # Reactions % share   Photo 5,041 93.00% 12,643,283 89.90%   Video 165 3.00% 604,784 4.30%   Link 75 1.40% 778,951 5.50%   Status 139 2.60% 31,984 0.20% Performance Owner Posts
  51. 51. Finance
  52. 52. Story told by IDEATELABS January  01,  2014  -­‐  December  31,  2014 Avg. No. of Fans 2,035,032 Fan Growth across Category 29.28% Finance based on FANS Avg. No. of Fans 65,78,698 Fan Growth across Category 26.03% India vs Global FB Pages BRANDS TOP3 Avg. Page Engagement Rate 1.52% Growth in Engagement Rate 7.67% Avg. Page Engagement Rate 2.77% Growth in Engagement Rate 45.28% based on ENGAGEMENT
  53. 53. Story told by IDEATELABS Finance 29.3% Average No. of Fans 491 InteractionsContentFans Average Posts per brand 708,626Average Interactions per brand 646,629 19,918 42,079 January  01,  2014  -­‐  December  31,  2014 Page Engagement Rate Vital Stats - India Interactions on Page
  54. 54. Story told by IDEATELABS Owner Posts by Month 0 150 300 450 600 Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Finance January  01,  2014  -­‐  December  31,  2014 Distribution of Posts   Post Type # of Post % share # Reactions % share   Photo 4,124 84.00% 6,530,931 92.20%   Video 481 9.80% 475,732 6.70%   Link 215 4.40% 58,588 0.80%   Status 90 1.80% 21,007 0.30% Performance Owner Posts
  55. 55. Food
  56. 56. Story told by IDEATELABS January  01,  2014  -­‐  December  31,  2014 Avg. No. of Fans 6,415,366 Fan Growth across Category 24.81% Food based on FANS Avg. No. of Fans 36,966,209 Fan Growth across Category 26.03% India vs Global FB Pages BRANDS TOP3 Avg. Page Engagement Rate 1.62% Growth in Engagement Rate 29.15% Avg. Page Engagement Rate 1.57% Growth in Engagement Rate 43.47% based on ENGAGEMENT
  57. 57. Story told by IDEATELABS Food 24.8% Average No. of Fans 490 InteractionsContentFans Average Posts per brand 818,708Average Interactions per brand 749,566 43,457 25,684 January  01,  2014  -­‐  December  31,  2014 Page Engagement Rate Vital Stats - India Interactions on Page
  58. 58. Story told by IDEATELABS Owner Posts by Month 0 150 300 450 600 Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Food January  01,  2014  -­‐  December  31,  2014 Distribution of Posts   Post Type # of Post % share # Reactions % share   Photo 4,408 93.30% 6,503,288 82.20%   Video 155 3.30% 1,297,908 16.40%   Link 54 1.10% 77,699 1.00%   Status 106 2.20% 30,705 0.40% Performance Owner Posts
  59. 59. I.T.
  60. 60. Story told by IDEATELABS January  01,  2014  -­‐  December  31,  2014 Avg. No. of Fans 764,549 Fan Growth across Category 31.55% IT based on FANS Avg. No. of Fans 14,543,702 Fan Growth across Category 26.03% India vs Global FB Pages BRANDS TOP3 Avg. Page Engagement Rate 1.62% Growth in Engagement Rate 29.15% Avg. Page Engagement Rate 1.57% Growth in Engagement Rate 43.47% based on ENGAGEMENT
  61. 61. Story told by IDEATELABS IT 24.8% Average No. of Fans 846 InteractionsContentFans Average Posts per brand 112,758Average Interactions per brand 98,415 4,888 9,455 January  01,  2014  -­‐  December  31,  2014 Page Engagement Rate Vital Stats - India Interactions on Page
  62. 62. Story told by IDEATELABS Owner Posts by Month 0 175 350 525 700 Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec IT January  01,  2014  -­‐  December  31,  2014 Distribution of Posts   Post Type # of Post % share # Reactions % share   Photo 4,163 61.50% 703,658 78.00%   Video 367 5.40% 91,216 10.10%   Link 2,056 30.40% 83,516 9.30%   Status 185 2.70% 23,671 2.60% Performance Owner Posts
  63. 63. Services
  64. 64. Story told by IDEATELABS January  01,  2014  -­‐  December  31,  2014 Avg. No. of Fans 1,863,319 Fan Growth across Category 27.62% Services based on FANS Avg. No. of Fans 3,883,522 Fan Growth across Category 30.48% India vs Global FB Pages BRANDS TOP3 Avg. Page Engagement Rate 1.37% Growth in Engagement Rate -27.83% Avg. Page Engagement Rate 0.81% Growth in Engagement Rate 11.85% based on ENGAGEMENT
  65. 65. Story told by IDEATELABS Services 27.6% Average No. of Fans 4,436 InteractionsContentFans Average Posts per brand 1,398,693Average Interactions per brand 1,142,558 117,430 138,705 January  01,  2014  -­‐  December  31,  2014 Page Engagement Rate Vital Stats - India Interactions on Page
  66. 66. Story told by IDEATELABS Owner Posts by Month 0 750 1500 2250 3000 Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Services January  01,  2014  -­‐  December  31,  2014 Distribution of Posts   Post Type # of Post % share # Reactions % share   Photo 15,192 77.50% 10,747,977 93.00%   Video 174 0.90% 85,198 0.70%   Link 2,317 11.80% 257,753 2.20%   Status 1,932 9.90% 464,393 4.05% Performance Owner Posts
  67. 67. Telco
  68. 68. Story told by IDEATELABS January  01,  2014  -­‐  December  31,  2014 Avg. No. of Fans 4,454,566 Fan Growth across Category 19.46% Telco based on FANS Avg. No. of Fans 5,866,492 Fan Growth across Category 29.93% India vs Global FB Pages BRANDS TOP3 Avg. Page Engagement Rate 0.97% Growth in Engagement Rate 26.31% Avg. Page Engagement Rate 1.58% Growth in Engagement Rate 28.91% based on ENGAGEMENT
  69. 69. Story told by IDEATELABS Telco 19.5% Average No. of Fans 626 InteractionsContentFans Average Posts per brand 818,708Average Interactions per brand 749,566 43,457 25,684 January  01,  2014  -­‐  December  31,  2014 Page Engagement Rate Vital Stats - India Interactions on Page
  70. 70. Story told by IDEATELABS Owner Posts by Month 0 175 350 525 700 Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Telco January  01,  2014  -­‐  December  31,  2014 Distribution of Posts   Post Type # of Post % share # Reactions % share   Photo 5,639 91.20% 13,769,440 86.70%   Video 340 5.50% 1,069,335 6.70%   Link 149 2.40% 1,014,452 6.40%   Status 53 0.90% 36,491 0.20% Performance Owner Posts
  71. 71. Healthcare
  72. 72. Story told by IDEATELABS January  01,  2014  -­‐  December  31,  2014 Avg. No. of Fans 430,783 Fan Growth across Category 17.90% Healthcare Avg. No. of Fans 1,326,043 Fan Growth across Category 14.34% India vs Global FB Pages Avg. Page Engagement Rate 1.93% Growth in Engagement Rate 30.61% Avg. Page Engagement Rate 1.00% Growth in Engagement Rate 22.18% based on FANS BRANDS TOP3 based on ENGAGEMENT
  73. 73. Story told by IDEATELABS Healthcare 17.9% Average No. of Fans 517 InteractionsContentFans Average Posts per brand 198,759Average Interactions per brand 182,062 7,354 9,344 January  01,  2014  -­‐  December  31,  2014 Page Engagement Rate Vital Stats - India Interactions on Page
  74. 74. Story told by IDEATELABS Owner Posts by Month 0 150 300 450 600 Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Healthcare January  01,  2014  -­‐  December  31,  2014 Distribution of Posts   Post Type # of Post % share # Reactions % share   Photo 3,881 93.8% 15,63,646 98.3%   Video 87 2.1% 12,289 0.8%   Link 107 2.6% 12,592 0.8%   Status 61 1.5% 1,547 0.1% Performance Owner Posts
  75. 75. Entertainment
  76. 76. Story told by IDEATELABS January  01,  2014  -­‐  December  31,  2014 Avg. No. of Fans 9,137,521 Fan Growth across Category 48.33% Entertainment Avg. No. of Fans 67,418,725 Fan Growth across Category 12.82% India vs Global FB Pages Avg. Page Engagement Rate 6.17% Growth in Engagement Rate 18.02% Avg. Page Engagement Rate 0.56% Growth in Engagement Rate -32.88% based on FANS BRANDS TOP3 based on ENGAGEMENT
  77. 77. Story told by IDEATELABS Entertainment 48.3% Average No. of Fans 2,181 InteractionsContentFans Average Posts per brand 63,475,005Average Interactions per brand 58,854,162 2,343,042 2,277,801 January  01,  2014  -­‐  December  31,  2014 Page Engagement Rate Vital Stats - India Interactions on Page
  78. 78. Story told by IDEATELABS Owner Posts by Month 0 500 1000 1500 2000 Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Entertainment January  01,  2014  -­‐  December  31,  2014 Distribution of Posts   Post Type # of Post % share # Reactions % share   Photo 17,900 91.20% 567,499,087 99.30%   Video 1,221 6.20% 2,721,860 0.50%   Link 373 1.90% 847,276 0.15%   Status 93 0.50% 171,523 0.03% Performance Owner Posts
  79. 79. Retail
  80. 80. Story told by IDEATELABS January  01,  2014  -­‐  December  31,  2014 Avg. No. of Fans 4,424,507 Fan Growth across Category 32.43% Retail Avg. No. of Fans 19,532,193 Fan Growth across Category 10.52% India vs Global FB Pages Avg. Page Engagement Rate 3.94% Growth in Engagement Rate 68.44% Avg. Page Engagement Rate 0.49% Growth in Engagement Rate 12.51% based on FANS BRANDS TOP3 based on ENGAGEMENT
  81. 81. Story told by IDEATELABS Retail 32.4% Average No. of Fans 2,594 InteractionsContentFans Average Posts per brand 2,980,991Average Interactions per brand 2,841,400 92,850 46,741 January  01,  2014  -­‐  December  31,  2014 Page Engagement Rate Vital Stats - India Interactions on Page
  82. 82. Story told by IDEATELABS Owner Posts by Month 0 200 400 600 800 Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Retail January  01,  2014  -­‐  December  31,  2014 Distribution of Posts   Post Type # of Post % share # Reactions % share   Photo 22,571 87.00% 25,197,476 84.50%   Video 226 0.90% 531,759 1.80%   Link 2,904 11.20% 4,035,638 13.50%   Status 236 0.90% 45,039 0.20% Performance Owner Posts
  83. 83. Travel
  84. 84. Story told by IDEATELABS January  01,  2014  -­‐  December  31,  2014 Travel India vs Global FB Pages Avg. No. of Fans 819,472 Fan Growth across Category 15.85% based on FANS Avg. No. of Fans 5,501,723 Fan Growth across Category 34.91% BRANDS TOP3 Avg. Page Engagement Rate 0.70% Growth in Engagement Rate 15.12% Avg. Page Engagement Rate 2.41% Growth in Engagement Rate 49.31% based on ENGAGEMENT
  85. 85. Story told by IDEATELABS Travel 15.9% Average No. of Fans 626 InteractionsContentFans Average Posts per brand 206,428Average Interactions per brand 189,607 6,758 10,063 January  01,  2014  -­‐  December  31,  2014 Page Engagement Rate Vital Stats - India Interactions on Page
  86. 86. Story told by IDEATELABS Owner Posts by Month 0 175 350 525 700 Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Travel January  01,  2014  -­‐  December  31,  2014 Distribution of Posts   Post Type # of Post % share # Reactions % share   Photo 5,326 85.00% 1,850,884 89.70%   Video 148 2.40% 112,658 5.50%   Link 439 7.00% 61,248 3.00%   Status 350 5.60% 39,488 1.90% Performance Owner Posts
  87. 87. Industry Quotes
  88. 88. Story told by IDEATELABS We sent a small questionnaire to some of the Marketing Heads of the 120 Brands featured herein. To understand their vision for the year 2015 and how they see their brands engaging with their customers. …Quotable Quotes
  89. 89. Story told by IDEATELABS Sanjay Tripathy Senior Executive Vice President The overall objective for this year is to make HDFC Life a digitally "approachable" brand for our customers. “ ”
  90. 90. Story told by IDEATELABS Sagnik Ghosh Vice President & Head Marketing We will continue with our strategy of building engagement with our fans through content which adds value to their lives “ ”
  91. 91. Story told by IDEATELABS Evolve from being the largest automotive community in India to the most engaged automotive community. “ ” Vivek Nayar CMO Mahindra Auto
  92. 92. Story told by IDEATELABS We do not see a correlation between the size of the fanbase and business. The key metric for us is engagement rate. “ ”Deepali Naair CMO Club Mahindra
  93. 93. Story told by IDEATELABS The mantra is to constantly engage with platform partners directly for implementation of strategic and innovative initiatives. “ ”Belson Coutinho VP - Marketing, E Commerce & Innovations
  94. 94. Story told by IDEATELABS Talk to us for a detailed metrics of each Vertical and a synopsis of the Survey from CMO’s across genres. social@ideate.email write to us at:
  95. 95. Legend
  96. 96. Story told by IDEATELABS The  Measure  Metrics  Explained Total  Fans
 Total  number  of  Page’s  Fans  over  2014.
  
 Growth  of  Total  Fans
 Shows  the  increase  or  decrease  in  Fans  during  2014.
  
 Total  Fan  Count
 The  total  number  of  Fans  on  the  31st  December  2014.
  
 Change  in  Fans
 Shows  the  total  change  in  Fans  during  a  selected  time  range.
  
 Virality  /  Shareability
 Shows  the  total  number  of  Shares  of  Page’s  content  on  specific  days  during  a   monitored  period  of  time.  Each  bar  on  the  graph  represents  the  daily  values  of   these  Shares.  The  line  represents  the  cumulative  number  of  all  Shares  from  the   beginning  of  the  chosen  period.
     Owner  Posts  by  day
 Shows  the  number  of  posts  made  by  the  page’s  administrators  by  day  during  a   selected  time  range.
 
 Avg  Posts  per  day
 Shows  the  average  number  of  posts  made  by  a  page  administrator  per  day   during  a  selected  time  range.
  
 Post  Types
 The  post  type  is  either  a  status,  link,  photo,  video,  album,  application,     swf,  music,  or  event.
  
 Most  Engaging  Post  Types
 This  shows  the  Engagement  Rates  and  Interactions  of  each  post  type  during  a   selected  time  range.     Page  Engagement  Rate
 Shows  the  evolution  of  both  the  7  day  and  the  30  day  moving  average  of  the   Daily  Page  Engagement  Rate  during  a  selected  time  range.  It  is  calculated  from   the  average  of  all  daily  values  of  Daily  Page  Engagement  Rates  in  the  last  7  or  30   day  period.
  
 Post  Engagement  Rate
 This  shows  the  total  number  of  Interactions  (Likes,  Comments  and  Shares)  per   post  during  a  selected  time  range.
     Average  Post  Engagement  Rate
 Shows  what  the  Average  Post  Engagement  Rate  was  for  each  post  during  a   selected  time  period.  It  is  calculated  as  the  sum  of  Post  Engagement  Rates  for   each  respective  day  of  the  week  (Monday  through  Sunday),  divided  by  the  total   number  of  Fans  on  that  day  during  the  selected  time  period.
 
 Total  Interactions
 Shows  the  total  Interactions  (Likes,  Comments  and  Shares)  during  a  selected   time  range.

  97. 97. Story told by IDEATELABS www.ideatelabs.in IdeateLabs @TheIdeateLabs /TheIdeateLabs Visit us @

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Social Media India Study 2014 - A Study covering 250 Top Social Brand Pages across India and the Globe. Detailed Stats on the top Social Brands in 2015. Focused on establishing benchmarks and the engagement strategies used by the brands across the markets and how the consumers engage with the content posted by these brands. 12 Sectors covered are Auto, Electronics, Entertainment, Fashion, Finance, Food, Healthcare, IT, Telco, Travel, Retail and Services. Top 10 brands each from India and Globe were studied and compared on Page Engagement as well as Post Engagement. Focus was to establish benchmarks for the Indian Social Media Marketers which can be used for creating compelling and engaging content for the Indian Consumers. This is an annual property being done by IdeateLabs and will be released each year for the Industry to use and consume.

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