The Secret Behind Yes Bank's Social Media Success
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Transcript of The Secret Behind Yes Bank's Social Media Success
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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.
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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
MOST SOCIAL BANKS (INDIA)
SSI refers to Simplify360 Social Index.
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EARNED VS OWNED MEDIA BREAKUP
2,269
2,019
998
674
559
503
241
167
39
2,177
18,155
4,067
4,632
1,577
2,688
239
4,564
1037
5,000 0 5,000 10,000 15,000 20,000
Share of mentions of brands on social media (Owned media and earned media breakup), June 2015
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YES BANK HAS THE HIGHEST SHARE OF VOICE
43%
11%
11%
10%
10%
7%
5%
2%
1%
0%
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
In terms of social media mentions, Top 3 Banks cover 65% of the buzz
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How Banks Engage on Facebook
0
5000
10000
15000
20000
25000
0 0.5 1 1.5 2 2.5 3 3.5
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.
Posts Per Day
Enga
gem
ent
(Li
ke+
Com
ment
s)
0
10
20
30
40
50
Mon Tue Wed Thu Fri Sat Sun
Day Wise Post Count
Publishing and Engagement
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0
200
400
600
800
1000
1200
Kotak Mahinda
HDFC ICICI Axis Bank SBI CITI Bank Standard Chartered
IDBI Bank Yes Bank DCB Bank
Queries and Complants Replies
Replies to Customer Issues
How Banks Engage on Facebook-Contd…
• 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
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How Banks Engage on Facebook Contd…
Pictures 92%
Videos 6%
Links 2%
Types of Posts
Banks use images frequently as their Facebook content. Pictures get the highest
engagement and interactions.
0
1000
2000
3000
4000
5000
6000
-50 0 50 100 150 200
Pictures
Videos
Links
Offers
Usage count
Inte
ract
ions
per
post
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How Banks Engage on Twitter
0
100
200
300
400
500
600
700
800
900
0 20 40 60 80 100 120
• 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.
Posts Per Day
Enga
gem
ent
(Retw
eets
and
Fa
vour
ites)
0
500
1000
1500
2000
Mon Tue Wed Thu Fri Sat Sun
Day Wise Post Count
Publishing and Engagement
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How Banks Engage on Twitter Contd…
Text 80%
Link and Picture 7%
Links 11%
Picture 2%
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.
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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.
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