Social Media Monitoring ReportNovember 2014 1

Volume analysisA look at volume trend for Insurance brand and its competition

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Volume Analysis – Brand

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Sandeep Bachhe post was shared 272 times

Shyam Sundar Paliwal post was shared 435 times

#DoNotReadThis post was shared 1353 times

Brand v/s Competition

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HDFC ICICI Aegon Rlife Aviva

30%

8%

6%

50%

6%

Brand Count Share

HDFC Life 3803 30%

ICICI Pru Life 1042 8%

AEGON Religare 679 5%

Reliance Life 6363 50%

Aviva Life 774 6%

A campaign on Twitter #YoungStar on Children's day generating 3066 conversations

#DoNotReadThis post on 18th Nov. This post was shared on Facebook and Twitter 1353 times

Findings for Brand

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#DoGood (3637 mentions)

#DoNotReadThis (1844 mentions)

A PR on Room to Read (286 mentions)

A PR on #DoGood campaign (78

mentions)

Out of all the conversations on

Facebook, 81%were for RLife

Twitter constituted 8% of overall conversations

when compared with competitors

Website related issues continue to persist

with 5 complaints this month as well

CRM dashboard

• Number users commented negatively102

• Number of total negatives found174

• Number of complainants59

• Number complaints escalated and responded61

• Number of queries escalated and responded19

• Number of sales leads escalated and responded2

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Positive Snapshot

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Positive Snapshot

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Findings for HDFC Life• Hashtag campaign on Twitter,

#YoungStar was the major reason for driving the buzz, contributing 79% of the total conversations

• 220 unique tweeples participated in the campaign. Top 25 users contributed 52% of tweets (1550)

• Most of the participants were contest crazy tweeples

• Out of 272 negatives 154 were related to Customer Service most of them were for No Response

• Twitter was the most favorite platforms contributing 94% of the overall buzz

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Findings for ICICI Prudential Life• Facebook contributed 57% of the

total conversation followed by Twitter with 40 % conversations for ICICI Pru Life

• Major negative were for Brand followed by Customer Service (Sales Team) with 88 & 70 mentions respectively

• All the positive mentions were for the new advertisement by ICICI Pru “Per bande ache hai”

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Findings for AEGON Religare• Twitter remains the highest contributing platform for driving the buzz

with 79% of total conversation

• Campaign like #BiggestFamilySelfie, #DreamsComeTrue and #WeekendProject were the buzz driving campaign for AEGON Religare

• 110 positive reviews were shared on Mouthshut.com, these reviews were amplified by the Twitter handle of Mouthshut.com

• 4 negative reviews found on Mouthshut.com

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Findings for Aviva India• Facebook was the highest

contributing platform with 74% of the overall conversation followed by Twitter with 24%

• Negative PR, “IRDA imposes fine on Sahara Life, Aviva Life for norm violation” was shared on social media

• Other negatives were pertaining to customer care and premium refund related

• Positives were related to invitation to contests

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Sentiment analysis

A deep dive into the conversations to understand the sentiment for Reliance Life v/s competition

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HDFC Aegon Rlife ICICI Aviva

Positive 18 71 12418 17 1

Negative 149 15 234 223 8

Neutral 1908 343 1090 3067 256

SIM Score 0.86 0.93 0.97 0.87 0.94

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October

Monthly Sentiment Comparison

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HDFC Aegon Rlife ICICI Aviva

Positive 23 125 4910 6 7

Negative 272 23 155 194 65

Neutral 3508 531 1298 842 702

SIM Score 0.86 0.93 0.95 0.63 0.83

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November

The buzz has decreased in comparison with

previous month. Posts promotion needs to be

more optimum

Vertical Wise analysis

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HDFC ICICI AEGON RLife Aviva

Corporate 372 763 141 569 550

Customer Service 185 104 51 88 6

Employment 27 78 69 32 29

Insurance Policy 57 35 28 39 21

Marketing 3162 62 390 5635 168

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News and Marketing campaigns are the major buzz drivers for all

the brands

SIM Score

Let us measure the online sentiment for Reliance Life and competition as a Social Score

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SIM Score

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0.86

0.63

0.93 0.950.83

-1.00

-0.80

-0.60

-0.40

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0.80

1.00

HDFC ICICI Aegon Rlife Aviva

November

0.86 0.87 0.93 0.97 0.94

-1.00

-0.80

-0.60

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HDFC ICICI Aegon Rlife Aviva

October

The SIM score has decreased as compared to last month, since the number of positives conversations have reduced

Campaign analysis

A deep dive into the conversations to understand the #DoGood Campaign

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Volume and Sentiment Analysis

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Sat Sun Mon Tue Wed Thu Fri Sat Sun Mon Tue Wed Thu Fri Sat Sun Mon Tue Wed Thu Fri Sat Sun Mon Tue Wed Thu Fri Sat Sun

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

Positive 100 86 340 51 220 70 346 124 71 84 73 307 174 61 49 50 7 1314 42 17 72 435 20 82 136 5 71 266 105 65

Negative 2 1 0 0 0 1 5 6 2 2 0 15 2 1 2 2 0 5 4 1 1 0 0 1 0 0 0 0 5 1

Neutral 19 12 3 0 4 7 46 29 12 5 5 16 14 17 21 40 10 17 212 12 7 1 2 28 15 13 28 9 33 15

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Facebook Analysis

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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

Post 1 1 1 1 1 1 1 2 1 1 1 1 1 1 1 2 1 1 1 1 1 1 1 1 3 3 3 1 1 1

Likes 7240 9391 7399 9115 7717 7951 7979 10378 4298 4855 5938 9899 8272 101 15143 12898 1582 7555 690 1715 1261 6680 3350 5178 14458 7475 11312 10615 3567 1295

Shares 63 73 323 50 217 49 272 74 56 66 66 282 107 19 41 40 2 1309 31 16 69 432 18 43 113 5 54 243 78 38

Comments 13 26 78 21 51 17 81 29 22 28 59 103 19 1 72 20 12 43 4 10 17 48 18 46 64 45 40 62 16 27

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Twitter Analysis

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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

Tweet 1 1 1 1 1 1 1 2 1 1 1 1 1 3 1 4 2 1 1 1 1 1 1 5 1 1 1 1 1 1

Favorites 17 11 0 0 1 0 0 0 1 1 1 0 0 0 0 3 0 0 0 0 2 2 2 2 2 3 1 1 1 2

Mentions 9 6 2 0 0 0 3 0 0 0 1 0 1 0 3 2 0 0 0 0 0 1 0 1 0 0 0 0 1 1

Retweet 27 5 2 1 2 1 0 1 3 0 0 2 1 5 1 7 1 2 3 0 0 2 1 0 1 0 0 0 0 0

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Findings for campaign

• The #DoGood & #DoNotReadThis campaigns has generated 5481 conversations (3637 mentions) and (1844 mentions) respectively, generating a total of 210800 impressions

• The campaigns have generated less buzz as compared to the previous month, even though the number of posts where more

• Campaigns continue to maintain the increase in the SIM Score

• Twitter is being used lesser whereas the competitors are more active on Twitter

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Recommendations1. We strongly recommend to continue this campaign for long

run

2. The campaign should move to the next phase introducing videos, and engaging with people interested in the #DoGoodactivities

3. The campaign needs to be promoted to increase the reach

4. Mouthshut.com needs to be leveraged for seeding the positive conversations

5. Since PR continues to be of the interest of online users, leveraging them would increase the SIM Score

6. The buzz on Twitter is lesser as compared to Facebook. Promotion on Twitter needs to be more aggressive

7. A case study needs to be presented and shared with the digital world on how has this campaign helped the brand

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Thank you

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