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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