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The Secret Behind Yes Bank's Social Media Success

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Top Banks on Social Media (India) June, 2015 www.simplify360.com


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HIGHLIGHTS: • • • • • YES Bank has outnumbered all the banks by huge margin in terms of Buzz. Yes Bank breaking all odds in terms of social buzz. It has 43% share of buzz among all rival Banks. ICICI & Axis fared the best on Facebook. They have the highest engagement per day , but they did not do exceptionally well on Twitter. HDFC and SBI are most active in addressing customer complaints and queries HDFC and SBI managed to reply 45% and 41% of the queries. Axis, ICICI and Standard Chartered Banks fails to address almost 80% of the queries and complaints. Banking industry mostly uses images to interact with customers on Facebook while on Twitter they rely on plain text Pictures have proved to be the most engaging content type for Banks on social media. Hence they are their first choice. Yes Bank leads the Twitter race It has highest engagement per day with relatively low number of tweets as compared to all the banks. It has 91 engagements per tweet per day. IDBI and Kotak Mahindra Bank performed poorly on Twitter. Disclaimer: HDFC is one of the client of Simplify360. www.simplify360.com


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MOST SOCIAL BANKS (INDIA) Rank Company name SSI SCORE (June’15) 1 ICICI 86 2 Yes Bank 78 3 SBI 77 4 Axis Bank 73 5 HDFC 52 6 Citibank India 36 7 Kotak Mahindra 34 8 IDBI 30 9 Standard Chartered India 26 10 DCB Bank 6 SSI refers to Simplify360 Social Index. www.simplify360.com


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EARNED VS OWNED MEDIA BREAKUP 5,000 0 5,000 2,269 10,000 15,000 20,000 2,177 2,019 18,155 998 4,067 674 559 4,632 1,577 503 241 2,688 239 167 39 4,564 1037 Share of mentions of brands on social media (Owned media and earned media breakup), June 2015 www.simplify360.com


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YES BANK HAS THE HIGHEST SHARE OF VOICE In terms of social media mentions, Top 3 Banks cover 65% of the buzz 10% 11% 10% 11% 7% 5% 2% 1% 0% 43% Yes Bank ICICI Bank SBI Citibank HDFC Axis Bank Kotak Mahindra Standard Chartered IDBI DCB Share of mentions of brands on social media (Owned + earned media), June 2015 www.simplify360.com


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How Banks Engage on Facebook Publishing and Engagement Engagement (Like+Comments) 25000 20000 15000 10000 5000 0 0 0.5 Day Wise Post Count 1 1.5 2 2.5 3 3.5 Posts Per Day 50 40 30 SBI is most active Bank on Facebook with 3 posts per day. While Axis Bank and ICICI Bank are most engaged Banks with more than 19k (Comments and Likes ) each bank. Kotak couldn’t see much attention of fans with almost 0 posts per day. Big names like HDFC, CITI Bank and Standard Chartered bank engaged the fans within average limits. Banking Industry prefers to post on weekdays. 20 10 0 Mon Tue Wed Thu Fri Sat Sun www.simplify360.com


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How Banks Engage on Facebook-Contd… Replies to Customer Issues 1200 1000 800 600 400 200 0 Kotak Mahinda HDFC ICICI Axis Bank SBI Queries and Complants CITI Bank Standard Chartered IDBI Bank Yes Bank DCB Bank Replies • SBI faces highest number of queries and complaints and was able to address less than half of them. • The Bank that most frequently replies in public is HDFC. • In terms of public responses, Axis, ICICI and Standard Chartered Banks do not respond to almost 80% of the queries and complaints. For DCB there is no complaints in the period of analysis www.simplify360.com


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How Banks Engage on Facebook Contd… Videos 6% Links 2% Interactions per post 6000 3000 Links 2000 Videos Offers 0 -50 Types of Posts 4000 1000 Pictures 92% Pictures 5000 0 50 100 150 200 Usage count Banks use images frequently as their Facebook content. Pictures get the highest engagement and interactions. www.simplify360.com


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How Banks Engage on Twitter Publishing and Engagement Engagement (Retweets and Favourites) 900 800 700 600 500 400 300 200 100 0 0 20 40 Day Wise Post Count 60 80 100 120 Posts Per Day 2000 1500 • HDFC is most active Bank on Twitter but couldn’t get much attention for their effort. • Yes Bank saw highest engagement per day. • IDBI and Kotak Mahindra Bank performing poorly in terms of engagement and activity. • Axis Bank, ICICI Bank and SBI come under mediocre bucket. • DCB banks haven’t started it’s Twitter journey yet. The brand is yet to post their first tweet despite the 158 followers. • Banking Industry prefers to post on weekdays. 1000 500 0 Mon Tue Wed Thu Fri Sat Sun www.simplify360.com


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How Banks Engage on Twitter Contd… Link and Picture 7% Links 11% Picture 2% Text 80% Types of Posts Text posts are being most shared content on Twitter by all the Banks followed by Links and combination of Link and Picture. www.simplify360.com


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Methodology Simplify360’s proprietary listening tool is used for collecting the data and counting the number of mentions for each company. The parameters considered for Twitter and Facebook were also gathered through Simplify360. For brands having multiple Twitter profiles their main official account is taken into consideration. Total 10 banks were considered in the analysis. Geography considered: India Period of analysis: June 13 to June 28, 2015 Disclaimer: HDFC is one of the client of Simplify360. www.simplify360.com


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THANK YOU CONNECT WITH US


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www.simplify360.com


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