A comprehensive report on Social Media Landscape of Indian banking industry - 2013

1. How Indian Banks Leveraging Social
Media: A Detailed Investigation Report
Prepared by Webenza
November 2013

2. Indian Banking:
Social Media
Global Footprint

3. Social Media Strengths of Indian Banks:
5 Indian Banks Find Places in Top 50 Global List
A report by The Financial Brand around the Social Media Strengths (based only on
Facebook Likes, Twitter Followers and YouTube Views) for Banks, revealed that ICICI
Bank Ranked 4th globally at the end of Q3’2013.
Power 100 Score*
4
8
9
*Power 100 Score: The Financial Brand’s proprietary score to
rank 100 banks globally in terms of their social media strengths.
14
25
*Global Ranks: Ranked based on the
“Power 100 Score” globally.

4. Social Media Strengths of Indian Banks:
Top 5 Indian banks – global standing across platforms
Though ICICI ranked 4th among Indian Banks in the global social media
competition, however, Kotak Mahindra was ahead of ICICI on both Twitter
Followers and YouTube Views in Q3’2013.
GLOBAL RANKING IN Q3’2013 IN TERMS OF
Top 5 Indian
Banks
Facebook
Likes
Twitter
Followers
YouTube
Views
3
37
19
4
38
39
5
83
20
9
36
59
37
6
17
The following slides also reveals that, on the basis of current engagement, Kotak Mahindra is consistently
improving (observed the maximum growth within the above three KPIs) in the past 60 days.

5. Facebook Audience (Likes):
Fan growth rate of top 5 Indian banks
ICICI Bank has the maximum no. of Facebook fans. However, Kotak Mahindra (57%)
saw the maximum growth followed by Axis Bank (21%) on their Facebook Likes in
the last 60 days. IDBI had the lowest growth rate.
Data for Nov’13 considered till Nov 27, 2013

6. Twitter Audience (Followers):
Fan growth rate of top 5 Indian banks
Kotak Mahindra has the maximum no. of Twitter Followers. While, Axis Bank (67%)
followed by Kotak Mahindra (41%) saw the highest growth in the last 60 days; IDBI
observed the lowest (2%) growth rate.
Data for Nov’13 considered till Nov 27, 2013

7. YouTube Audience (Views):
Fan growth rate of top 5 Indian banks
Kotak Mahindra has the maximum no. of YouTube Channel Views.
HDFC (27%) followed by Kotak Mahindra (13%) saw the highest growth in
YouTube Views in the last 60 days.
Data for Nov’13 considered till Nov 27, 2013

8. Indian Banking:
A Social Media
Overview
Players considered in this report are in terms of market share and revenue. These
include: SBI, HDFC, ICICI, Axis Bank, Yes Bank, IDBI, Kotak Mahindra, Canara Bank,
Punjab National Bank (PNB), Bank of Baroda, Citibank and Union Bank if India.
“Bank of India” was eliminated from the list due to some data unavailability.

9. Digital Media Landscape:
SOV and SMQ standings – Top Indian Banks
SBI, the industry leader in revenue and digital media coverage of Share-of-Voice (in the past
three months), lost to HDFC, ICICI and other 3 players in Social Media Quotient* (SMQ).
Bank of
Baroda PNB
UBI
Indian Banking Industry SMQ Benchmark (43.5)
Digital Media Share-of-Voice (SOV)
Digital Media Landscape
Canara
Bank
Bubble size represents
the revenue of the bank
*SMQ is a cumulative
score out of 100 that
signifies the bank’s
social media presence,
focus and strength.
SBI
ICICI
HDFC
Kotak
Mahindra Yes Bank
AXIS
IDBI
Social Media Quotient (SMQ)
Note: “Bank of India” and Citibank
are not considered in this chart.

10. Social Media Quotient: Understanding Banks’
Current Social Media Engagement & Efforts
HDFC scored the highest (92.9) in terms of social media channel presence and focus, followed
by ICICI (84.8) and Axis Bank (72.5). Other players that are doing extensively well in social
media include IDBI, Yes Bank and Kotak Mahindra.
Social Media Quotient* (SMQ) Analysis
Note: Social Media Quotient (SMQ) analysis is done on the basis of Social Media
engagement and presence in the month of Nov’13.

11. Social Media Channels:
Channel Focus by Indian Banks
Indian Banks are not concentrating on Blogs and Slideshare, however, all the players are present on LinkedIn
and also manage their Wikipedia pages. Increased adoption affinity was seen for Twitter and Facebook.
Bank
Facebook
Twitter
SocialFriendly
Website
LinkedI
n
YouTube
Blog
Google+
Slideshar
e
Wiki
Pinterest

12. Social Media Channels:
Channel strength across Indian banks
Yes Bank scored the most on Twitter, while ICICI led on Facebook.
Whereas, HDFC and Kotak Mahindra emerged as the most diversified company in terms of
their choice of Social Media channels.
Channel Score
Social Media Channel Strength across Competitors

13. Digital Media Coverage Snapshot: SOV
How Indian banks share the Digital Media coverage
Share-of-Voice (SOV)
N = 19,452
•
•
SBI appeared to be the most talked about bank in the digital media space
During the past three months (Aug 25 - Nov 25), SBI accounted for maximum coverage
with (35%) share in SOV followed by ICICI (20%) and HDFC (14%)

14. Digital Media Coverage Snapshot: Volume Trend
Coverage trend among competitors
Coverage Volume Trend
•
•
SBI led in coverage across three different time periods, however, during Sep 25-Oct 24, it
got the maximum coverage compared to other two time periods considered for analysis
ICICI had more coverage during Aug 25-Sep 24, while rest of the competitors had almost
similar coverages across three different time periods

15. Digital Media Coverage Snapshot: Topic Association
What drove SBI to lead in SOV?
Key Drivers for SBI Coverage
SBI coverage during the past three months centred around Recruitment, Executive
Movement, Product Updates, Financials and Thought Leaderships (Research)
Top SBI Story in Nov’13:
• SBI raises lending rates by 0.20 per cent
• State Bank of India Recruitment 2013
– For Pharmacists, CRO & Armourer
– For Engineer Pay Scale >Rs. 60 Lakh per Year
– For Clerical Posts
– Chief Technology Officer Application Form 2013
• State Bank of India executive in bribery probe put on leave
• SBI MF appoints Dinesh Khara as MD and CEO
• State Bank of India (SBI), the country's largest lender posted
a 33 per cent drop in net profit for Q2
Top SBI Story in Oct’13:
• State Bank of India donates Rs 2 crores to CM relief fund
• State Bank of India Recruitment 2013
• State Bank of India gets first woman boss, Arundhati
Bhattacharya appointed chairperson of India's largest bank
• Air India & State Bank of India come together to launch
#travel credit card @Fly_Air_India @SBIconnex
• SBI cuts car, consumer goods loan rates
Top SBI Story in Sep’13:
• State Bank of India increases its minimum rate of lending by 0.10 per cent to 9.80 per cent
• SBI acquires 23% shares of BSBII, Indonesia
• SBI share price reflects state of banking in India - Business Standard
• State Bank of India likely to recruit 19,000 clerks
• State Bank of India Chairman Pratip Chaudhuri says the RBI has tightened liquidity starting July 15
• An SBI research report today said banks are likely to net USD 5 billion by March, 2014 by availing
RBI's special window facility to swap foreign currency non-resident ( FCNR) dollar funds -- half of
what experts from foreign brokerages have initially estimated

16. Digital Media Coverage Snapshot: Topic Association
Word Cloud for top 3 competitors in SOV
Word Cloud

17. Digital Media Coverage Snapshot:
Top sources that garner banking industry coverage
Channel Breakout that Garnered Coverage
Across Competitors
N = 19,452
•
The industry (comprising of top players) witnessed the maximum coverage
generated through Online News followed by Customsites and Twitter in the
past three months (Aug 25 – Nov 25)

18. Digital Media Coverage Snapshot:
Sources that garnered coverage across competitors
Channel Breakout across Competitors
N = 737
•
N = 5,719
N = 1,153
N = 49
N = 6,295
N = 5,187
N = 312
Online News contributed almost equal coverage for ICICI and SBI in the last three
months, while SBI led across all other channels

19. Indian Banking:
Social Media Best
Practices
We considered top Five players for in-depth investigation of Social Media
performance and engagement especially on Facebook and Twitter, who scored the
maximum in SMQ, that include – HDFC, ICICI, Axis Bank, IDBI and Yes Bank.
The evaluation was done only for the month of Nov’13 (till Nov 25).

20. HDFC Bank: SMQ Rank - 1
Facebook & Twitter engagement snapshot
SMQ Score:
92.9
•
Facebook engagement was mainly around offers on Loan (Car,
Home and Personal), Mobile & Net Banking and Card Offers
•
Twitter engagement carried out mainly through various
#hashtags that include - #DreamDrive, #SmartBuy,
#MobileBanking, #QuoteUnquote, #Travel, #SecureBanking,
#FinanceFunda, etc.
Has a separate Twitter Handle for customer support
(@HDFCBank_Cares)
• Facebook Likes:
– 1,805,477
• Twitter Followers:
– 11,128
• YouTube Subscribers:
– 1,044
• LinkedIn Followers:
– 60,269
• Google+ Followers:
– 10,518
•

21. ICICI Bank: SMQ Rank - 2
Facebook & Twitter engagement snapshot
SMQ Score:
84.8
•
Facebook engagement was mainly through Puzzles, Q&A,
Exploring India, promoting Net and Mobile banking.
•
ICICI Bank has only one Twitter Handle and is mainly used for
Customer Support services
• Facebook Likes:
– 2,573,269
• Twitter Followers:
– 10,772
• YouTube Subscribers:
– 1,054
• LinkedIn Followers:
– 71,949
• Google+ Followers:
– N/A

22. Axis Bank: SMQ Rank - 3
Facebook & Twitter engagement snapshot
SMQ Score:
72.5
•
Facebook engagement was mainly through Trivia, eDGE
Loyalty Rewards Program, Offers on Card Usage, CSR (Events)
•
Twitter engagement carried out mainly through tweets
around Trivia, eDGE Loyalty Rewards Program, Offers on Card
Usage, #AxisBankFoundation, etc.
Has a separate Twitter Handle for customer support
(@AxisBankSupport)
• Facebook Likes:
– 1,871,510
• Twitter Followers:
– 4,292
• YouTube Subscribers:
– 778
• LinkedIn Followers:
– 45,489
• Google+ Followers:
– 9,535
•

23. IDBI Bank: SMQ Rank - 4
Facebook & Twitter engagement snapshot
SMQ Score:
62.8
•
Facebook engagement was mainly through various #hashtags that
include #ratesofinterest, #savings, #BankingTip, #HealthQuote,
#Fact, #FinanceFunda, #DidYouKnow, #ReliefFund etc.
•
Twitter engagement also carried out through #hashtags that
includes #SaveEnvironment, #Rupee, #SuccesQuote, #Quote,
#DidYouKnow, etc.
Has only one Twitter Handle that is also used for customer
support (@IDBI_Bank)
• Facebook Likes:
– 794,298
• Twitter Followers:
– 9,850
• YouTube Subscribers:
– 6,062
• LinkedIn Followers:
– 9,712
• Google+ Followers:
– 19,509
•

24. Yes Bank: SMQ Rank - 5
Facebook & Twitter engagement snapshot
SMQ Score:
59
•
Facebook engagement was mainly through Quizzes, Trivia,
Quotes, Offers and Promoting Contest on Twitter, etc. Several
other posts were centred around Rana Kapoor, Founder,
Managing Director & CEO and his views on different topics
•
Twitter engagement carried out mainly through several
contests and connected with followers through #hashtags like,
#YesIDidIt, #Contest, #Quiz, etc. It started a major campaign in
the month of Nov’13 that says “14 Challenge, 14 Days, 14
Prizes, 2 Special Prizes & One Grand Prize! Participate now”
It does not have any separate Twitter Handle for customer
support
• Facebook Likes:
– 303,142
• Twitter Followers:
– 47,870
• YouTube Subscribers:
– 32
• LinkedIn Followers:
– 15,708
• Google+ Followers:
– N/A
•