Top Banks on Social

Media (India)

April, 2014

HIGHLIGHTS:

• ICICI bank performs the best on social media followed

by Yes Bank. At third place is Axis Bank but the margin

between second and third placed banks is not much. Yes

Bank has a less Facebook score when compared to other

banks so that is one area the bank could concentrate on.

• Standard Chartered and Citibank India don’t have

Twitter handles specifically for India. Their scores are

determined only by their Facebook activities. This is the

reason for their low score compared to other banks.

• Axis Bank fared the best on Facebook. They have the

highest Facebook score of 88, but they did not do

exceptionally well on Twitter.

• Yes Bank has engaged 11.81% of its fans. Considering

their 629K fan base, it is not easy to maintain this figure. It

faces a tough competition from Standard Chartered which

has a fan engagement of 11.20%.

• Yes Bank has achieved the highest score on Twitter in

the last month. This could be because of their involvement

in the ongoing IPL which is getting them visibility on the

platform.

Rank Company name SSI SCORE

(April’14)

1 ICICI 79

2 Yes Bank 78

3 Axis Bank 73

4 HDFC 62

5 IDBI 47

6 Kotak Mahindra 40

7 SBI 31

8 CitiBank India 29

9 Standard Chartered India 27

MOST SOCIAL BANKS (INDIA)

SSI refers to Simplify360 Social Index

PARAMETER WISE BREAKUP OF SCORES

Final index is a function of Buzz score, Facebook score and Twitter score

BANK BUZZ SCORE FACEBOOK SCORE TWITTER SCORE OVERALL SCORE

ICICI 75 83 70 79

Yes Bank 83 70 88 78

Axis Bank 67 88 48 73

HDFC 58 63 62 62

IDBI 50 47 43 47

Kotak Mahindra 42 25 70 40

SBI 33 27 37 31

CitiBank India 17 47 0 29

Standard Chartered India 25 45 0 27

YES BANK HAS THE HIGHEST SHARE OF VOICE

19%

21%

16%

14%

12%

10%

8%

ICICI Yes Bank Axis Bank

HDFC IDBI Kotak Mahindra

SBI Standard Chartered India Citibank India

Share of mentions of brands on social media (Owned + earned media), April 2014

In terms of social media mentions, Top 3 firms cover 56% of the buzz

ICICI AND AXIS BANK WERE THE LEADERS ON FACEBOOK,

YES BANK HAS ENGAGED MAXIMUM FANS

Performance of Indian banks on Facebook, April 2014

Bank Industry, India, Source: Simplify360

Size of the bubble

represents the percentage

of engaged fans to the

total fans on the page

LEADERS

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000

PEO

PLE

TA

LKIN

G A

BO

UT

NO. OF FANS

ICICI BANK HAS THE HIGHEST SHARE OF FANS ON FACEBOOK

29%

23%

22%

8%

6%

6%

3% 2% 1%

ICICI

Axis Bank

HDFC

IDBI

Yes Bank

Citibank India

Standard Chartered India

Kotak Mahindra

SBI

Share of fans on Facebook, April 2014

Size of the bubble

represents the number

of tweets sent from the

official twitter handle

YES BANK IS THE UNDISPUTED LEADER ON TWITTER

LEADERS

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 180,000

Ment

ions

Followers

Performance of Indian Banks in Social Media

21.38

5.30

37.83

12.60

Axis Bank HDFC Bank ICICI Bank Kotak Bank

00 DAYS

21 HOURS

22 MINS

43 SECS

00 DAYS

05 HOURS

17 MINS

44 SECS

01 DAYS

13 HOURS

49 MINS

49 SECS

00 DAYS

12 HOURS

36 MINS

09 SECS

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.

Response time of banks on Twitter

Figures displayed here are in fraction of hours,

For the analysis, the customer care responses in April were analyzed.

Time taken by Indian private banks to respond

to customer complaints and queries

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. For estimating the response time, customer care handles are

taken into account. In case there is no dedicated customer care handle, the official

handle is considered.

Total 9 banks were considered in the analysis.

Geography considered: India

Period of analysis: April 15 to May 15, 2014

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