Tata Docomo emerged as the top Indian brand on Facebook as per a study by Ketchum Sampark which revealed that domestic brands fare better in engagement levels than their global counterparts on Facebook. Top brands from 10 industry categories including Banking and Financial Services, Apparel/Retail, Telecom, Health/Beauty and Automobiles were chosen for the survey.
The highlight was Tata Docomo with more than 87 lakh Facebook Fans by end of August 2012, registering a 42.24% growth since the beginning of the year. On average, every 1 out of 6 Indian Facebook users is a fan of the Docomo brand. In comparison, 1 out of 20 Facebook users globally were fans of Coca-Cola which is the world’s largest brand on Facebook.
The performance of each brand was measured by two benchmarks – the brand’s Facebook Fan following and its level of engagement which was derived from the Facebook metric ‘People Talking About This’. The figures at the end of August 2012 were compared to those at the beginning of the year in January.
Travel & Tourism, Technology products and Automobiles were the three industries whose top brands registered highest growth in Facebook Fans. In Travel & Tourism, Jet Airways topped the list with a 66.64% growth from 3.15 lakh fans in January to 9.45 lakh by August 2012. Makemytrip.com had 4.5 lakh fans while Club Mahindra was not far behind with 4 lakh Facebook Fans.
In technology, Nokia India had the most number of Facebook Fans. The brand amassed nearly 27 lakh more Facebook Fans in 8 months leading up to end of August 2012. The 69.89% growth saw Nokia India gathering a fan following of 38.5 lakh. Blackberry India and Intel India followed with 12.6 and 12.2 lakh fans respectively.
Tata Nano had 1.4 lakh fans at the beginning of 2012. This number rose to a staggering 19.32 lakh by end of August, making it the top Indian automobile brand on Facebook. The iconic Mahindra Scorpio and Maruti Suzuki Ritz took 2nd and 3rd place with 13.6 and 13.1 lakh Facebook Fans respectively.
The Ketchum Sampark study also measured brand performance by Facebook’s ‘People Talking About This’ metric which shows user interactivity with a Facebook page, in this case, a brand.
The metric takes into account the number of people posting to a brand’s page, mentioning it in status updates or posts and engaging with it by other forms of interaction on the social network. When this metric was launched in October last year, Facebook said ‘this metric is the number of unique users that have interacted with your page in the past week’.
Based on this metric alone the Health/Beauty sector grew by 83.76%, the highest average growth between January and August 2012, as noted by Ketchum Sampark. Olay, Fiama Di Wills Men and Pears were the top 3 most talked about domestic brands on Facebook during the period.
The Food/Beverages sector witnessed the 2nd highest growth levels across the 10 industry categories. Cadbury Celebrations, Cafe Coffee Day and Pizza Hut Celebrations were the 3 most talked about brands in this category, driving an overall growth of 49.83% for Food/Beverages.
The only other category to witness positive overall growth based on this metric was Travel & Tourism. IndiGo, Makemytrip.com and Thomas Cook India were the brands that Facebook users interacted with the most.
Additionally, Ketchum Sampark termed the growth and penetration of internet in India as ‘Explosive’. It reported that 66% of internet usage in urban areas was not from the top 8 metros. The study also voiced IAMAI’s forecast growth of rural internet users in India to 4.5 crore by end of this year.
Traditionalists could possibly question if Facebook Fans and engagement levels on social networks are valid benchmarks for brand performance. Recent trends answer this question with a powerful punch. Facebook emerged as one of the most visited websites by Indian audiences, said a report by comScore.
Social Media Engagement of Indian Brands [Full Presentation]
Social networking’s reach is penetrating beyond audiences from top metro cities to other urban areas. According to comScore more than 5 crore unique visitors engaged with Facebook.com in June 2012 alone. The numbers and trends indicate that user interactivity on social networks is definitely a way to look at a brand’s outreach to the masses.