The Secret Behind Yes Bank's Social Media Success

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Top Banks on Social

Media (India)

June, 2015

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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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