Top Telecom Companies

on Social Media (India)

April, 2014

HIGHLIGHTS:

• Vodafone overtakes Airtel as the most active brand on

social media followed by Airtel and Reliance. Vodafone

scores high on social media primarily because of the good

performance of the brand on Facebook and Twitter.

• Airtel is the most responsive on social media. While

other players in the industry took a day on an average to

respond to complaints, Airtel responded to customers

within the next hour and a half. Despite having the

maximum number of complaints compared to others

• Reliance communications tops in terms of owned media

coverage due to the campaign #Twee20

• Vodafone dominated Facebook. Compared to other

brands, Vodafone has the highest number of fans and the

most engaged fans due to the Vodafone Zoozoos

campaign around IPL.

• Vodafone leads in terms of followers and second

highest in terms of mentions. Vodafone, Airtel and

Reliance are the leaders on Twitter.

Rank Company nameSSI SCORE

(April’14)

1 (2) Vodafone 83.4

2 (1) Airtel 81.6

3 (6) Reliance Communications 72.4

4 (4) Aircel 70.5

5 (5) Tata DoCoMo 67.8

6 (3) Idea Cellular 58.4

7 (7) MTS India 38.4

8 (9) Videocon 33.8

9 (8) BSNL 32.8

10 (10) Uninor 28.9

MOST SOCIAL TELECOM COMPANIES (INDIA)

SSI refers to Simplify360 Social Index

Numbers in bracket ( ) refers to rank in March

PARAMETER WISE BREAKUP OF SCORES

Final index is a function of Buzz score, Facebook score and Twitter score

BRAND BUZZ SCORE FACEBOOK SCORE TWITTER SCORE OVERALL SCORE

Vodafone 76.9 90.8 89.2 83.4

Airtel 92.3 60.4 81.5 81.6

Reliance Communications 84.6 42.0 78.4 72.4

Aircel 69.2 79.2 64.6 70.5

Tata DoCoMo 61.5 77.3 70.7 67.8

Idea Cellular 53.8 72.3 53.8 58.4

MTS India 30.8 48.8 43.1 38.4

Videocon 38.5 35.0 23.1 33.8

BSNL 46.2 17.3 21.6 32.8

Uninor 23.1 36.9 32.3 28.9

Rank Company name Earned Media

1 Airtel 20,564

2 Vodafone 10,745

3 Aircel 4,942

4 Idea Cellular 4,034

5 Tata DoCoMo 3,833

6 BSNL 3,374

7 Reliance Communications 3,128

8 Uninor 604

9 Loop Mobile 567

10 MTS India 409

TOP 10 TELECOM COMPANIES ON THE BASIS OF EARNED MEDIA

EARNED VS OWNED MEDIA BREAKUP

20,564

10,745

4,942

4,034

3,833

3,374

3,128

604

567

409

260

74

010,00020,00030,00040,000

Earned media

21,564

27,622

14,811

4,918

5,719

561

36,674

781

71

1,210

185

1,588

0 10,000 20,000 30,000 40,000

Owned Media

AIRTEL HAS THE HIGHEST SHARE OF VOICE

25%

24%

23%

12%

6%

5%

2%1%1%1%

Airtel Reliance Communications Vodafone

Aircel Tata DoCoMo Idea Cellular

BSNL Videocon MTS India

Uninor Loop Mobile MTNL

Share of mentions of brands on social media (Owned + earned media), April 2014

In terms of social media mentions, Top 3 firms cover 72% of the buzz

0

50,000

100,000

150,000

200,000

250,000

0 2,000,000 4,000,000 6,000,000 8,000,000 10,000,000 12,000,000 14,000,000 16,000,000 18,000,000 20,000,000

People

Talk

ing a

bout

No. of fans

VODAFONE AND DOCOMO WERE THE TOP PERFORMERS ON FACEBOOK

Performance of Telecom service providers on Facebook, April 2014

Telecom Industry, India, Source: Simplify360

Size of the bubble

represents the percentage

of engaged fans to the

total fans on the page

LEADERS

VODAFONE HAS THE HIGHEST SHARE OF FANS ON FACEBOOK

33%

25%

13%

11%

10%

4%

3% 1%

Vodafone

Tata Docomo

Aircel

Idea Cellular

Airtel

MTS India

Reliance Communications

Videocon

Loop Mobile

Uninor

MTNL

BSNL

Share of fans on Facebook, April 2014

Zoozoo page of Vodafone has the highest share of fans.

0

5,000

10,000

15,000

20,000

25,000

0 20000 40000 60000 80000 100000 120000 140000 160000 180000 200000

Ment

ions

Followers

Size of the bubble

represents the number

of tweets sent from the

official twitter handle

VODAFONE, AIRTEL AND RELIANCE ARE THE TOP PERFORMERS ON TWITTER

LEADERS

1.24

10.3718.03

26.30

64.3770.29

Airtel Reliance Communications Aircel Vodafone Tata DoCoMo Idea Cellular

Performance of Telecom companies on Twitter

00DAYS

01HOURS

24MINS

17SECS

00DAYS

10HOURS

37MINS

38SECS

00DAYS

18HOURS

03MINS

40SECS

01DAYS

02HOURS

30MINS

41SECS

Airtel performs the best with 1 Hour 24 mins average response time. The industry average of the response

time is more than one day, 31 hours 45 minutes. On the other hand, Tata DoCoMo and Idea are the worst

performers.

Response time of Telecom service providers on Twitter

Figures displayed here are in fraction of hours, For Eg. 26.30 is to

be read as 26 hours 30 minutes or 1 day 2 hour and 30 minutes.

Time taken by telecom service providers to respond to

customer complaints and queries

02DAYS

16HOURS

37MINS

58SECS

02DAYS

22HOURS

29MINS

47SECS

INDUSTRY AVERAGE : 31:45

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. For estimating the response time, customer care handles are

taken into account. In case there is no dedicated customer care handle, the official

handle is considered.

A total of 12 companies were considered in the analysis.

Geography considered: India

Period of analysis: March 24 to April 24, 2014

GLOSSARY OF TERMS:

EARNED MEDIA: Earned media is the conversations elsewhere other than the company's pages.

OWNED MEDIA: Conversations on their own channels like Facebook pages, Twitter accounts. Customer care handles

are also included as part of the owned media.

About the authors

Mohan KrishnaSocial Media Research Analyst, Simplify360

Mohan Krishna has a talent of plugging in

mathematical and statistical techniques over

qualitative social media data to get insightful

& actionable results, which makes him unique.

He is intact with many clients across different

verticals like Technology, FMCG, Media,

Entertainment, Telecom, Sports, and Electronics

etc.

Twitter: @typicalkrish

Vang LianHead of Research, Simplify360

Vang Lian is an alumnus of IIM Bangalore. He

has the ability to find insights in the midst of

chaos.

He believes data visualization is equally and

even more important than the data itself. He is

a weekend footballer.

Twitter: @vang_lian

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