The document analyzes engagement levels of leading Indian brands compared to global brands on Facebook across 10 categories. It finds that average fan growth and engagement is higher for Indian brands than global brands in 8 of the 10 categories. While average engagement has declined for most Indian brands, telecom and technology are the only categories where average Indian brand fans outnumber global brands.

1. Social Media Engagement
for Indian brands
A Ketchum Sampark Study
September 2012

2. Explosive internet growth
120+ million internet users, expected to reach 400 million by 2015
 Introduction of 4G, growth in sales of mobile internet devices like phablets
Internet on Mobile to be the primary driver for increasing internet penetration
 As of June 2012 there are 3.6 million mobile internet users, expected to grow to 100
million in 2015
 12% of rural internet users already access internet on the mobile phones
66 % of internet usage in urban India is from beyond top 8 metro cities
More people access internet at home Versus cyber cafés
Number of rural internet users is expected to reach 45 million by the end of
December 2012 (of an estimated 130 million Indian users)
- Source : IAMAI & industry estimates

3. Social Networking dominates
25.2% of internet usage is for social networking in India: comScore
Facebook- 53+ million users in India, 3rd largest user base globally
Linkedin- 15+ million users in India, 2nd largest user base globally
Twitter- 15+ million users in India
- Source: www.socialbakers.com and industry estimates

5. Focus of the Study
Current engagement levels of consumers with leading Indian brands on
Social media
Comparison of engagement levels for leading Indian brands V/s leading
global brands
Increase/Decrease in engagement levels for leading Indian brands during
2012

6. Engagement on Facebook
Study focused on levels of engagement for brands on Facebook as an overall indicator
Increased integration of other social media channels and Facebook by brands
Facebook is the single largest social networking platform in India
 Facebook users in India: 53+ million
 Growth in Facebook users in India @ 29. 32 % (1st Jan, 2012 to 30th Aug, 2012)
 29.8 % of Facebook users are in top 8 cities in India: Mumbai (3.7 million) has more users
than New York (3.42 million) and Los Angeles (3.40 million)
 36.7 % of Facebook users are in top 20 cities in India
 63.3 % of Facebook users are from urban/rural locations beyond top 20 cities in India
- Source: www.socialbakers.com

7. Focus categories
 Apparel/retail  Health/Beauty
 Automobiles  Jewelry/Watches
 Banks and Financial Services  Technology products
 Education  Telecom
 Foods/Beverages  Travel & tourism

8. Approach
Identified the top 10 Indian and top 10 Global brands for each category, based on
their number of fans on Facebook, as a representative sample.
Engagement was analyzed based on :
 Growth in fans (January 1, 2012-August 30, 2012)
 Increase/decrease in engagement levels based on the Facebook metric of “people
talking about” as on January 1 2012 Vs as on August 30, 2012.
Category averages for growth in fans and increase/decrease in engagement was
used as a comparative measure for engagement.

10. Key insights
Indian brands across all categories are growing their fan base faster than global
brands
 Tata Docomo the top Indian brand on Facebook enjoys a higher penetration of the
Facebook population in India (1 of 6 Indian users are fans) V/S Coca Cola - the
largest global brand on Facebook (1 of 20 global Facebook users are fans)
Engagement levels for Indian brands in 8 out of the 10 categories is now higher
than global brands:
 Banking & Financial services, Food & Beverages, Health & Beauty, Telecom,
Automobiles and Technology, Apparel/retail, Travel/leisure
Average engagement levels for Indian brands continues to be high (2.3% - 7.27%
across categories), however for most categories the engagement levels have
dropped drastically:
 Banks & Financial Services/products, Telecom, Automobiles, Apparel/retail,
Technology, Travel/leisure, Education

11. Key insights
Telecom and Technology are the only two categories where the average
number of fans for leading Indian brands is higher than average number of
fans for leading Global brands.
Banking has the least gap with average number of fans for a leading Global
brand at 2X of the average number of fans for a leading Indian brand.
Average number of fans for a leading Global brand in other categories range
from 3X-15X of the average number of fans for a leading Indian brand.

12. Growth in fans

13. Engagement levels

14. Growth/decline in engagement
Average Growth/decline in engagement
Category
for Indian brands
Apparel/retail -26.59%
Automobiles -33.91%
Banks and Financial Services -67.41%
Education -6.18%
Food/Beverages 49.83%
Health/Beauty 83.76%
Jewelry/Watches -2.21%
Technology products -17.01%
Telecom -39.25%
Travel & tourism 38.89%

16. Top Indian Telecom brands
Average Number of Facebook Fans 2137225
Top 3 brands by number of fans January 2012 August 2012 Growth
Tata Docomo 5045410 8734485 42.24%
Vodafone Zoozoos 2597037 4217774 38.43%
Idea 1013729 3569916 71.60%
Average no. of fans for a leading Telecom brand in India is 1.76X
of the average no. of fans for a global telecom brand.
Fans on Facebook for leading Indian brands in the Telecom category have grown at 9.86%

17. Top Indian Telecom brands
Average Engagement levels on Facebook for Indian telecom brands 2.77 %
Average Engagement levels for top Global Telecom brands 2.27 %
Top 3 brands by As on January Top 3 brands by
As on August 2012
engagement levels 2012 engagement levels
Reliance Mobile 36.8% Aircel India 6.2%
Aircel India 12.6% Loop Mobile 4.0%
Idea 8.1% Reliance Mobile 3.8%
The top brand on Facebook across categories is Tata Docomo with 8.73 million users.
Market leader Airtel lags behind at 1.39 million fans

18. Top Indian Banks & Financial services
brands
Average Number of Facebook Fans 448879
Top 3 brands by number of fans January 2012 August 2012 Growth
ICICI Bank 399550 782654 48.95%
IDBI BANK 161200 718121 77.55%
LIC India Forever 256515 611613 58.06%
Average no. of fans for a leading Global Bank/financial service brand is 2X
of the no. of fans for a leading Indian Bank/financial service brand.
Fans on Facebook for leading Indian brands in the Banking and financial services
category have grown at 10.39 %

19. Top Indian Banks & Financial service
brands
Average Engagement levels on Facebook 2.36 %
Average Engagement levels for top Global brands in the category 1.89 %
Top 3 brands by As on January Top 3 brands by
As on August 2012
engagement levels 2012 engagement levels
LIC India Forever 13.7% HDFC Bank 14.8%
Axis Bank 12.7% ICICI Bank 4.8%
IDBI BANK 7.8% Max Life Insurance -
1.8%
Khushiyon Ki…
ICICI Bank with 782654 fans is the 5th largest Banking & Financial services brand
on Facebook globally.

20. Top Indian Jewelry/watches brands
Average Number of Facebook Fans 585194
Top 3 brands by number of fans January 2012 August 2012 Growth
Fastrack 2379053 4288281 44.52%
Titan 499009 845555 40.98%
Tanishq 153311 227562 32.63%
Average no. of fans for a leading Global Jewelry/watch brand is 15X
compared to average no. of fans for a leading Jewelry/watch brand in India
Fans on Facebook for leading Indian brands in the Jewelry/watches category
have grown at 7.91 %

21. Top Indian Jewelry/watches brands
Average Engagement levels on Facebook 2.75 %
Average Engagement levels for top Global brands in the category 5.09 %
Top 3 brands by As on January Top 3 brands by
As on August 2012
engagement levels 2012 engagement levels
TBZ - The Original 11.6% TBZ - The Original 23.3%
Gitanjali Jewels 6.1% Gitanjali Jewels 5.9%
Titan 4.5% Fastrack 2.9%
Fastrack is the biggest Fashion Accessories brand Globally on Facebook
with close to 4.3 million fans

22. Top Indian Education brands
Average Number of Facebook Fans 103505
Top 3 brands by number of fans January 2012 August 2012 Growth
Amity University 368665 579856 36.42%
NIIT 53841 120699 55.39%
Lovely Professional University 21996 103800 78.81%
Average no. of fans for a leading Global Education brand in India is 3X
compared to average no. of fans for a leading Indian Education brand
Among B-Schools, IIM Ahmedabad with 22831 fans lags way behind
Amity University with 579856 fans

23. Top Indian Education brands
Average Engagement levels on Facebook 1.25 %
Average Engagement levels for top Global brands in the category 4.11 %
Top 3 brands by As on January Top 3 brands by
As on August 2012
engagement levels 2012 engagement levels
Sikkim Manipal Jamnalal Bajaj Institute
11.8% 18.5%
University -… of Management Studies
NIIT 3.8% Lovely Professional
2.9%
Little Millennium 2.9% University
NIIT 2.8%

24. Top Indian Health/Beauty brands
Average Number of Facebook Fans 784393
Top 3 brands by number of fans January 2012 August 2012 Growth
Axe Angels club 2018853 3286890 38.58%
Maybelline New York India 504561 1157293 56.40%
Pears 193806 554078 65.02%
Average no. of fans for a leading Global Health/Beauty brand is 4.5X compared to the
average no. of fans for a leading Indian Health/Beauty brand
Fans on Facebook for leading Indian brands in the Health/Beauty category
have grown at 9.54 %

25. Top Indian Health/Beauty brands
Average Engagement levels on Facebook 8.11 %
Average Engagement levels for top Global brands in the category 2.45 %
Top 3 brands by Top 3 brands by
As on January 2012 As on August 2012
engagement levels engagement levels
Fiama Di Wills Men 19.8% Olay India 13.0%
Pears 10.6% Fiama Di Wills Men 12.0%
Olay India 10.3% Pears 11.7%
Beauty brands in India have the highest average engagement rate
across categories at 8.11%

26. Top Indian Automobiles brands
Average Number of Facebook Fans 849851
Top 3 brands by number of fans January 2012 August 2012 Growth
Tata Nano 143929 1932593 92.55%
Mahindra Scorpio 797279 1367812 41.71%
Maruti Suzuki Ritz 567227 1312842 56.79%
Average no. of fans for a leading Global Automobile brand is 5.5X of the average no. of fans
for a leading Indian Automobile brand
Fans on Facebook for leading Indian brands in the Automobile category
have grown at 12.80 %

27. Top Indian Automobiles brands
Average Engagement levels on Facebook 3.88 %
Average Engagement levels for top Global brands in the category 2.63 %
Top 3 brands by As on January Top 3 brands by
As on August 2012
engagement levels 2012 engagement levels
Nissan India 19.5% BMW India 10.7%
Tata Nano 14.2% Tata Nano 6.6%
Maruti Suzuki Ritz 12.4% Hero MotoCorp 2.7%
Nissan India’s engagement has dropped drastically from a high of 19.5% to 0.5%
Tata Nano has seen the highest increase in no. of fans among automobile brands
with 1788664 new fans

28. Top Indian Apparel/ retail brands
Average Number of Facebook Fans 1188562
Top 3 brands by number of
January 2012 August 2012 Growth
fans
Shoppers Stop 1749213 3379197 48.24%
Lifestyle International 325526 2088012 84.41%
Reebok India 1383113 1651969 16.27%
Average no. of fans for a leading Global Apparel/retail brand is 9X of the average no. of
fans for a leading Indian Apparel/retail brand.
Fans on Facebook for leading Indian brands in the Apparel/retail category
have grown at 7.78 %

29. Top Indian Apparel/ retail brands
Average Engagement levels on Facebook 1.96 %
Average Engagement levels for top Global brands in the category 1.31 %
Top 3 brands by As on January Top 3 brands by
As on August 2012
engagement levels 2012 engagement levels
Flying Machine 8.3% Inkfruit! 9.3%
Peter England 5.3% Peter England 3.0%
Shoppers Stop 4.9% Shoppers Stop 2.8%
Multi brand outlets Shoppers Stop and Lifestyle International have increased the no. of fans
by 1.62 million & 1.76 million respectively

30. Top Indian Food/beverages brands
Average Number of Facebook Fans 1960708
Top 3 brands by number of
January 2012 August 2012 Growth
fans
Pepsi India 2001068 3241294 38.26%
Cafe Coffee Day - Official 1086826 2867689 62.10%
Cadbury Celebrations 1200163 2250173 46.66%
Average no. of fans for a leading Global Food/beverages brand is 13X of the average no.
of fans for a leading Indian food/beverages brand
Fans on Facebook for leading Indian brands in the Food/beverages category
have grown at 11.15 %

31. Top Indian Food/beverages brands
Average Engagement levels on Facebook 5.62 %
Average Engagement levels for top Global brands in the category 1.17 %
Top 3 brands by As on January Top 3 brands by
As on August 2012
engagement levels 2012 engagement levels
Lay's India 13.7% Cadbury Celebrations 14.4%
Domino's Pizza India 7.5% Cafe Coffee Day - Official 8.3%
Cocoberry 6.2% Pizza Hut Celebrations 5.5%
Globally Coca-Cola leads with 49491881 fan, however,
in India Pepsi India leads with 3241294 fans

32. Top Indian Travel and leisure brands
Average Number of Facebook Fans 322858
Top 3 brands by number of
January 2012 August 2012 Growth
fans
Jet Airways 315150 944826 66.64%
Makemytrip.com 333106 451891 26.29%
Club Mahindra 50100 405829 87.65%
Average no. of fans for a leading global Travel/leisure brand is 14X of the average no. of
fans for a leading Indian travel/leisure brand
Fans on Facebook for leading Indian brands in the Travel/leisure category
have grown at 15.53 %

33. Top Indian Travel and leisure brands
Average Engagement levels on Facebook 3.63 %
Average Engagement levels for top Global brands in the category 2.95 %
Top 3 brands by As on January Top 3 brands by
As on August 2012
engagement levels 2012 engagement levels
Thomas Cook India 6.0% IndiGo 12.4%
Yatra.com 5.7% Makemytrip.com 8.6%
Expedia.co.in 4.1% Thomas Cook India 4.5%
Among all the online Travel portals, Makemytrip.com leads with 451891 fans in India

34. Top Indian Technology brands
Average Number of Facebook Fans 857780
Top 3 brands by number of
January 2012 August 2012 Growth
fans
Nokia India 1161263 3856898 69.89%
BlackBerry India 1009802 1257419 19.69%
Intel India 502739 1222675 55.88%
Average no. of fans for a leading Technology brand in India is 1.18X higher than average
no. of fans for a leading global Technology brand
Fans on Facebook for leading Indian brands in the Technology category
have grown at 15.40 %

35. Top Indian technology brands
Average Engagement levels on Facebook 5.00 %
Average Engagement levels for top Global brands in the category 2.66 %
Top 3 brands by As on January Top 3 brands by
As on August 2012
engagement levels 2012 engagement levels
Acer India 59.4% HP India 10.8%
HCL Technologies 32.3% Acer India 7.6%
Intel India 10.8% Nokia India 5.5%
With 10.8%, HP India has the highest engagement rate
among all the technology brands in India

36. If you want to know more about:
 Your brand’s performance on social media
 Campaigns and content that created the most engagement in your
category
 Insights on competition
 Trends on different social media channels……
Write into ajay.sharma@ketchumsampark.com
or call Ajay Sharma on +919820086357

37. Thank You