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Why Mobile Wallets Love Facebook over Twitter

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Carrying money in your wallet or for that matter even cards is now turning out to be a risk for most people, thanks to the increasing number of pickpocketers in town. As an alternative to that people have started keeping an updated mobile wallet, which allows them to pay through an online platform with just a few clicks.

These mobile wallet platforms have taken to social media aggressively and are talking to their audience constantly. However most of these conversations are happening on Facebook. Twitter still looks like an alien platform for them. Here's the why and how of these mobile wallets about their social media endeavors.

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Why Mobile Wallets Love Facebook over Twitter

  1. 1. www.simplify360.com Top M-Wallet Brands on Social Media (India) 17th June – 16th July, 2015
  2. 2. www.simplify360.com HIGHLIGHTS: • PayTM tops the Buzz chart. It has 68% share of buzz. The second largest buzz creating M-Wallet is Mobikwik. • PayTM performed the best on Facebook. It has the highest engagement per day , but it did not do exceptionally well on Twitter. • Mobikwik plays it smart on Twitter It has highest engagement per day with relatively low number of tweets as compared to all the brands. It has 158 engagements per day on posting 7 tweets per day. It uses hashtags frequently. • PayMate and Citrus weakest players They perform poorly in all departments • M-Wallet players mostly uses images to interact with customers On Facebook while on Twitter they amalgam pictures with links • Paytm, Mobikwik, PayUMoney and Citrus have dedicated customer care handles running Paytm has reported highest number of queries in a given time period and have replied to 85% of them. MobiKwik replied to 93% of the queries and maintained the highest response rate PayUmoney also managed to respond to 86% of grievances. Citrus had highest response rate.
  3. 3. www.simplify360.com Rank Company name SSI SCORE (June’15) 1 Paytm 100 2 MobiKwik 80 3 Payumoney 52 4 Oxigen 44 5 CitrusPay 21 6 Paymate 3 MOST SOCIAL M-Wallets (INDIA) SSI refers to Simplify360 Social Index.
  4. 4. www.simplify360.com Facebook Fans Vs Twitter Followers Fans and followers as on 12:30PM, 17th July 905,704 751,171 107,624 101,045 68,135 11,954 50,700 49,912 21,268 21,976 400 1,165 1,000,000 500,000 0 500,000 M-Wallet companies have much stronger following on Facebook than on Twitter
  5. 5. www.simplify360.com PAYTM HAS THE HIGHEST SHARE OF VOICE Share of mentions of brands on Social Media(@mentions+ brand mentions+ FB Comments ), 17th June – 16th July MobiKwik is second at 19.6% Paytm, 68.90% MobiKwik, 19.49% Payumoney, 5.39% Oxigen, 5.48% CitrusPay, 0.72% Paymate, 0.03% Paytm MobiKwik Payumoney Oxigen CitrusPay Paymate
  6. 6. www.simplify360.com How are the brands engaging on Facebook? (2, 12,556 ) (1, 553 ) (1, 25 )(0, 0 ) (0, 4 ) (2, 274 ) - 2,000 4,000 6,000 8,000 10,000 12,000 14,000 0 1 1 2 2 3 Posts Per Day Engagement(Likes+Comments+Shares) 0 5 10 15 20 25 30 35 Mon Tue Wed Thu Fri Sat Sun Day Wise Post Count Publishing and Engagement • PayTM tops the charts with 2 posts per day and 12.5K interactions everyday. • PayMate and Citrus performing poorly in this department. • Oxigen and Mobikwik performed decently. • M-Wallet Brands distribute the posts over the entire week.
  7. 7. www.simplify360.com How Brands Engage on Facebook Contd… Pictures 89% Status 3% Offers 2% Vidoes 2% Links 4% Types of Posts M-Wallet Brands use images frequently as their Facebook content.
  8. 8. www.simplify360.com 3 5 5 5 7 20 #ThatsNotWhatIOrdered #PaytmWallet #OxigenProteas #BenefitsofPayumoney #DadKiDaat #OxigenWallet By Oxigen By Oxigen By PayUMoney By Paytm By PayUMoney How Brands Engage on Facebook Contd… Hashtag Usage by Brands Oxigen Wallet most actively used hashtags followed by PayUMoney By Oxigen
  9. 9. www.simplify360.com How are the brands engaging on Twitter? (6, 4) (7, 158) (12, 29) (0, 0) (19, 18) (4, 37) 0 20 40 60 80 100 120 140 160 180 0 5 10 15 20 Tweets Per Day Engagement(Retweets+Favorited) 0 50 100 150 200 250 300 350 Mon Tue Wed Thu Fri Sat Sun Day Wise Post Count Publishing and Engagement • Mobikwik earns the most attention of the fans with tweets as little as 7 per day. • PayMate and Citrus performing poorly in this department. • PayTm is getting fair amount of interactions everyday. • Oxigen and PayUMoney tweeted most frequently but couldn’t earn much interactions. • Tweets come out on weekdays mostly.
  10. 10. www.simplify360.com How Brands Engage on Twitter Contd… Text 18% Link and Picture 13% Links 39% Picture 30% Types of Posts Pictures are being most shared content on Twitter by all the Brands followed by combination of Link and Picture.
  11. 11. www.simplify360.com 26 29 31 34 102 111 #KwikSurpriseForDad #KwikGuess #CitrusCube #OxigenWallet #DadKiDaat #PayUmoney By Citrus By PayUMoney How Brands Engage on Twitter Contd… Hashtag Usage by Brands Oxigen Wallet used hashtag most frequently, while Mobikwik came up with most creative hashtags. By Oxigen By Oxigen By MobiKwik By Mobikwik
  12. 12. www.simplify360.com Analysis of Customer Care Twitter Handles Paytm, Mobikwik, PayUMoney and Citrus have dedicated customer care handles running. Paytm has reported highest number of queries in a given number of conversations and have replied to 85% of them. Although M-Wallet is not the only service that Paytm provides. MobiKwik replied to 93% of the queries and maintained the highest response rate. PayUmoney also managed to respond to 86% of grievances. Citrus received just 8 queries and responded to all of them maintaining 100% response rate. • First 150 mentions for each brands have been considered for identification of queries and responses. • Only customer care handles were taken into account while the analysis. • Private Messages has not been considered for analysis. 8 12 30 29 0 2 2 5 @CitrusCare @PayUmoneyCare @MobiKwikSWAT @Paytm Replied Unattended
  13. 13. www.simplify360.com Methodology Simplify360’s proprietary listening tool is used for collecting the data and counting the number of mentions for each company. The parameters considered for Twitter and Facebook were also gathered through Simplify360. For brands having multiple Twitter profiles their main official account is taken into consideration. Total 6 brands were considered in the analysis. Geography considered: India Period of analysis: June 17 to July 16, 2015
  14. 14. www.simplify360.com Simplify360 – The Leader of Social Business Intelligence  Most admired brand for Social Media Research on Slideshare  Top 10 Product Technology Company by TechSparks 2010  Listed amongst TOP 10 SMM tools by PR2020 and SocialMedia8
  15. 15. Social Business Intelligence www.simplify360.com Simplify360 is the leading social business intelligence firm. Offerings include: •Social Marketing Suite for agencies •Social Contact Centre for BPOs •Social Command Centre for Enterprises We enable businesses to perform Online Reputation Management, Customer Service, Community Management, Social Media Research & Brand Auditing; Online Sales Lead Generation, and Consumer Sentiment Analysis.
  16. 16. www.simplify360.com Leaders use Simplify360 Clients Partners Worldwide Brazil and LatAM Saudi Arabia USA Worldwide Singapore & India
  17. 17. THANK YOU CONNECT WITH US
  18. 18. www.simplify360.com

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