social media analysis of indian banking sector, q1'2016
TRANSCRIPT
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
*Data from LocoBuzz (an analytics based integrated marketing platform)
*Data from LocoBuzz (an analytics based integrated marketing platform)
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
*Data from LocoBuzz (an analytics based integrated marketing platform)
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
Standard Chartered India
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
*Data from LocoBuzz (an analytics based integrated marketing platform)
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+
PRODUCT ANALYSIS (CREDIT CARDS)
HDFC credit cards generated the maximum buzz, both positive as well as negative
amongst the competition
*Data from LocoBuzz (an analytics based integrated marketing platform)
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
Standard Chartered India
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
*Data from LocoBuzz (an analytics based integrated marketing platform)
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
*Data from LocoBuzz (an analytics based integrated marketing platform)
Axis Bank, 453
Citibank India, 54
HDFC Bank, 777
ICICI Bank, 803
Standard Chartered India,
110
Kotak Mahindra Bank, 371
Total Mentions on Loans
0 200 400 600 800 1000
Axis Bank
Citibank India
HDFC Bank
ICICI Bank
Standard Chartered India
Kotak Mahindra Bank
Positive/Negative Mentions on Loans
Negative Positive Overall
PRODUCT ANALYSIS (ATM)
Highest buzz was on ICICI Bank’s ATM
*Data from LocoBuzz (an analytics based integrated marketing platform)
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
*Data from LocoBuzz (an analytics based integrated marketing platform)
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
*Data from LocoBuzz (an analytics based integrated marketing platform)
Axis Bank, 79
Citibank India, 880
HDFC Bank, 100
ICICI Bank, 548
Standard Chartered India, 325
Kotak Mahindra Bank, 12
Positive Mentions
Axis Bank, 14
Citibank India, 0
HDFC Bank, 5
ICICI Bank, 94
Standard Chartered India,
1
Kotak Mahindra Bank, 0
Negative Buzz
OVERALL TAG CLOUD OF INDIAN BANKING SECTOR
Positive Tag cloud Negative Tag cloud
CITIBANK INDIA - TAG CLOUD
Positive Tag cloud Negative Tag cloud
AXIS BANK – TAG CLOUD
Positive Tag cloud Negative Tag cloud
ICICI BANK – TAG CLOUD
Positive Tag cloud Negative Tag cloud
KOTAK MAHINDRA BANK – TAG CLOUD
Positive Tag cloud Negative Tag cloud
HDFC BANK – TAG CLOUD
Positive Tag cloud Negative Tag cloud
STANDARD CHARTERED INDIA – TAG CLOUD
Positive Tag cloud Negative 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.