social media analysis of indian banking sector, q1'2016

INDIAN BANKING SECTOR Social Media Analysis (Q1,2016)

TOTAL MENTIONS

Mentions

105,491

Mentions

55,300

Mentions

36,730

Mentions

33,490

Mentions

14,030

Mentions

6,381

Brand wise Mentions

Duration 3 Months (Jan-Feb-March)

Total Mentions Analysed 251,422

*Data from LocoBuzz (an analytics based integrated marketing platform)

SHARE OF VOICE

ICICI Bank had the highest share of voice (42%) amongst the competition



Axis Bank22%

Citibank India13%

HDFC Bank15%

ICICI Bank42%

Standard Chartered

India2%

Kotak Mahindra

Bank6%

Axis Bank Citibank India

HDFC Bank ICICI Bank

Standard Chartered India Kotak Mahindra Bank

ICICI Bank generated the maximum positive

buzz followed by HDFC Bank

HDFC Bank had the maximum negative buzz

followed by Axis Bank

SENTIMENT ANALYSIS


4778

1747

5259

3544

312

1603

0 1000 2000 3000 4000 5000 6000

Axis Bank

Citibank India

HDFC Bank

ICICI Bank

Standard Chartered India

Kotak Mahindra Bank

Negative Mentions

2051

1179

2185

3454

491

456

0 1000 2000 3000 4000

Axis Bank

Citibank India

HDFC Bank

ICICI Bank


Kotak Mahindra Bank

Positive Mentions

BRAND REPUTATION

Positive buzz as compared to overall buzz

Bank Positive buzz

Standard Chartered India 7.69%

HDFC Bank 5.95%

Axis Bank 3.71%

Citibank India 3.52%

ICICI Bank 3.27%

Kotak Mahindra Bank 3.25%

Negative buzz as compared to overall buzz

Bank Negative buzz

ICICI Bank 3.36%

Standard Chartered India 4.89%

Citibank India 5.22%

Axis Bank 8.64%

Kotak Mahindra Bank 11.43%

HDFC Bank 14.32%

Standard Chartered India had the highest % of

positive buzz as compared to overall buzz. 2nd

highest is of HDFC Bank

ICICI Bank had the lowest % of negative buzz

as compared to overall buzz, followed by

Standard Chartered India & Citibank India

PLATFORM WISE BUZZ

All banks had more buzz on Twitter followed by Facebook. ICICI Bank had the highest buzz on

both Facebook & Twitter. Least buzz was on YouTube platform for all the banks


0

20000

40000

60000

80000

100000

120000

CitibankIndia

Axis Bank HDFC Bank ICICI Bank KotakMahindra

Bank

StandardChartered

India

YouTube 0 200 164 227 72 29

News 1321 6710 4586 8555 3536 898

Discussion Forums 3593 3000 3186 2779 2256 1417

Complaint Websites 268 967 1657 1713 292 179

Blogs 29 388 373 458 266 7

Google+ 328 1195 1994 1581 306 49

Twitter 22779 35846 19299 79193 5699 2594

Facebook 5088 4517 4655 8801 1415 1195

YouTube

News

Discussion Forums

Complaint Websites

Blogs

Google+

Twitter

Facebook

PRODUCT ANALYSIS (CREDIT CARDS)

HDFC credit cards generated the maximum buzz, both positive as well as negative

amongst the competition


Axis Bank, 1243

Citibank India, 749

HDFC Bank, 2887

ICICI Bank, 1804

Standard Chartered India, 251

Kotak Mahindra Bank, 477

Total Mentions on credit cards

0 100 200 300 400 500 600 700 800

Axis Bank

Citibank India

HDFC Bank

ICICI Bank


Kotak Mahindra Bank

122

32

161

103

11

38

273

378

703

451

71

139

Positive/Negative mentions on Credit Cards

Negative Positive

PRODUCT ANALYSIS (ACCOUNTS)

Axis Bank accounts garnered the maximum buzz amongst the competition


0

100

200

300

400

500

600

700

Axis Bank CitibankIndia

HDFC Bank ICICI Bank StandardChartered

India

KotakMahindra

Bank

Total 666 91 425 628 5 312

Positive 28 4 62 72 4 46

Negative 101 19 161 132 1 91

Mentions on Accounts

Total Positive Negative

PRODUCT ANALYSIS (LOANS)

ICICI bank’s loans generated the maximum positive buzz, where as HDFC Bank’s

loans had the maximum negative buzz amongst the competition


Axis Bank, 453

Citibank India, 54

HDFC Bank, 777

ICICI Bank, 803

Standard Chartered India,

110


Total Mentions on Loans

0 200 400 600 800 1000

Axis Bank

Citibank India

HDFC Bank

ICICI Bank


Kotak Mahindra Bank

Positive/Negative Mentions on Loans

Negative Positive Overall

PRODUCT ANALYSIS (ATM)

Highest buzz was on ICICI Bank’s ATM


0200400600800

100012001400160018002000

Standard

Chartered India

ICICIBank

HDFCBank

AxisBank

CitibankIndia

KotakMahindra Bank

Total 1 1861 1557 1666 44 495

Positive 0 151 114 97 7 109

Negative 0 284 367 314 33 94

Mentions on ATM

Total Positive Negative

CAMPAIGN ANALYSIS ( OVERALL BUZZ)

ICICI Bank had the maximum buzz on campaigns followed by Axis Bank &

Citibank India


0

10000

20000

30000

40000

50000

60000

Axis Bank CitibankIndia

HDFC Bank ICICI Bank StandardChartered

India

KotakMahindra

Bank

18718 16139

2311

57947

1029 1059

Total Mentions

CAMPAIGN ANALYSIS ( POSITIVE & NEGATIVE MENTIONS)

Citibank had the maximum positive

mentions on its campaigns.

ICICI Bank had the maximum no. of negative

mentions on campaigns. Citibank India had no

negative mentions on its campaigns


Axis Bank, 79

Citibank India, 880

HDFC Bank, 100

ICICI Bank, 548

Standard Chartered India, 325


Positive Mentions

Axis Bank, 14

Citibank India, 0

HDFC Bank, 5

ICICI Bank, 94

Standard Chartered India,

1


Negative Buzz

OVERALL TAG CLOUD OF INDIAN BANKING SECTOR

Positive Tag cloud Negative Tag cloud

CITIBANK INDIA - TAG CLOUD


AXIS BANK – TAG CLOUD


ICICI BANK – TAG CLOUD


KOTAK MAHINDRA BANK – TAG CLOUD


HDFC BANK – TAG CLOUD


STANDARD CHARTERED INDIA – TAG CLOUD


KEY OBSERVATIONS

ICICI Bank had the highest SOV i.e. 42%, amongst all the competition.

ICICI Bank generated the maximum positive buzz, where as HDFC Bank generated the maximum negative buzz.

ICICI Bank, Citibank India & Standard Chartered had the lowest percentage of negative mentions as compared to their overall mentions.

Platform wise maximum buzz on Twitter and minimum buzz on YouTube for all the banks.

ICICI Bank generated the maximum buzz on campaigns but most of it was neutral.

Citibank India generated the maximum positive buzz on its campaigns.

Citibank India had zero negative mentions on its campaigns in the last quarter.

#WhatsYourSpin campaign received maximum positive mentions in the last quarter and appeared in the overall positive tag cloud of banking sector.

social media analysis of indian banking sector, q1'2016

Marketing