facebook india - benchmarking engagement - harley-davidson india leads
Post on 11-Sep-2014
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Amidst growing concerns around decline in organic reach on Facebook, SimplyMeasured recently undertook a global study to compare the change in consumer engagement for top brands over a year. Two brands on the list, Harley-Davidson and MTV saw an increase in engagement as per the study. We decided to undertake a study in the Indian context looking to compare the engagement rates of top 17 brands across categories for the past 6 months. Using Quintly, a leading social media analytics tool, we compared these top brands on their engagement, interaction rate and PTAT using the data for the period, Jan 01 2014- June 25, 2014TRANSCRIPT
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Inspired by the recent Simply Measured report comparing engagement of the top Interbrand companies globally, we decided to take a look at top 17 category leaders in terms of their Facebook engagement in India
ResultHarley-Davidson India has the highest engagement per fan compared to 17 category leaders (see next slide)
context
Table of content`
Harley-Davidson India has the highest engagement per fan (0.51) compared to 17 top brands (respective category leaders on Facebook*)
summary
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Panasonic India – 0.03
Club Mahindra – 0.03
Vodafone Zoozoos – 0.02
Fastrack – 0.02
LIC India Forever – 0.02
Jet Airways – 0.01
Kingfisher – 0.01
Pepsi – 0.01
Yepme Shopping – 0.27
Maybelline New York India – 0.11
Samsung Mobile India – 0.10
Yahoo India – 0.07
Domino’s Pizza India – 0.07
MakeMyTrip – 0.05
Surf Excel India – 0.05
ICICI Bank – 0.04
Godrej Appliances – 0.04
*source: Unmetric
Table of content`
H-D India has the highest average monthly interaction rate among the brands compared
After Pepsi and Yepme Shopping, H-D India has the highest average monthly people talking about us rate among all brands compared
summary
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Table of content`
engagement per fan
6
Jan Feb Mar Apr May Jun0.00
0.10
0.20
0.30
0.40
0.50
0.60
0.70
H-D India
H-D India
Yepme Shopping
Jet Airways
Kingfisher
ICICI
Pepsi
Fastrack
Vodafone Zoozoos
Panasonic India
Godrej
Surf Excel India
Club Mahindra
LIC India
Samsung Mobile India
Maybeline New York India
Domino's Pizza India
MakeMyTrip.com
Yahoo India
Harley-Davidson India has the highest engagement per fan when compared to other leading brand pages on Facebook in India
Duration: 1 Jan 2014 – 25 June 2014Source: Quintly
Yahoo India
Yepme
Table of content`
interaction rate
7
Jan Feb Mar Apr May Jun0.00
0.10
0.20
0.30
0.40
0.50
0.60
0.70
H-D India
Vodafone Zoozoos
Vodafone Zoozoos: Valentine’s Day Special
Duration: 1 Jan 2014 – 25 June 2014Source: Quintly
H-D India
Vodafone Zoozoos
Interaction rate: ((Likes + shares + comments)/no of posts * no of fans)*100
Table of content`
interaction rate
8
Jan Feb Mar Apr May Jun0.00
0.10
0.20
0.30
0.40
0.50
0.60
0.70
H-D India
Vodafone Zoozoos
Godrej
Godrej: Messaging around Women’s Day
Duration: 1 Jan 2014 – 25 June 2014Source: Quintly
H-D India
ICICI
Vodafone Zoozoos
Interaction rate: ((Likes + shares + comments)/no of posts * no of fans)*100
Table of content`
interaction rate
9
Jan Feb Mar Apr May Jun0.00
0.10
0.20
0.30
0.40
0.50
0.60
0.70 H-D India
Vodafone Zoozoos
Godrej
Jet Airways
Kingfisher
ICICI
Pepsi
Fastrack
Panasonic India
Surf Excel India
Club Mahindra
LIC India
Samsung Mobile India
Maybeline New York India
Domino's Pizza India
Yepme Shopping
MakeMyTrip.com
Yahoo India
Harley-Davidson India had highest average monthly interaction rate among all the leading brands on Facebook in India
Duration: 1 Jan 2014 – 25 June 2014Source: Quintly
H-D India
Interaction rate: ((Likes + shares + comments)/no of posts * no of fans)*100
Table of content`
people talking about rate
10
Jan Feb Mar Apr May Jun0.00
1.00
2.00
3.00
4.00
5.00
6.00
7.00
H-D India
Pepsi
Pepsi: IPL activation in April and May and activations around FIFA World Cup in June
Duration: 1 Jan 2014 – 25 June 2014Source: Quintly
Pepsi
H-D India
Table of content`
people talking about rate
11
Jan Feb Mar Apr May Jun0.00
1.00
2.00
3.00
4.00
5.00
6.00
7.00
8.00
H-D India
Jet Airways
Kingfisher
ICICI
Pepsi
Fastrack
Vodafone Zoozoos
Panasonic India
Godrej
Surf Excel India
Club Mahindra
LIC India
Samsung Mobile India
Maybeline New York India
Domino's Pizza India
Yepme Shopping
MakeMyTrip.com
Yahoo India
After Pepsi and Yepme Shopping, Harley-Davidson India had highest average people talking about rate during the duration
Duration: 1 Jan 2014 – 25 June 2014Source: Quintly
Pepsi
H-D India
ICICI
VodafonePepsiJet AirwaysKingfisher
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