Nokia has Created the Largest Communities on Social Media but Xolo Steals Top Engagement With its Product Images

Nokia has Created the Largest Communities on Social Media but Xolo Steals Top
                      Engagement With its Product Images

  PR Newswire

  CHENNAI, December 4, 2013

CHENNAI, December 4, 2013 /PRNewswire/ --

Micromax Stands Out as the Top Indian Smart Phone Brand on Social Media

No more is it a surprise to see a rickshaw-walla carrying a smart phone. The
mobile phone craze has caught on to the techie and the common man alike. It's
not just social suicide when your phone isn'tkeeping with the times; you also
miss out on most of the things that happen in your work circle and social
groups. Mobile brands have identified this and have been quick to leverage the
opportunity. To follow what they preach, and to seem as smart as the phones
they make, these brands have become well acquainted with various social
networks and carry out a lot of their marketing activities through this

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In its latest report, Unmetric weighs the social media activities of four
Indian mobile brands against four international brands that consumers can
choose from to understand their social strategies and dig out anomalies.
Focusing on a variety of metrics across Facebook, Twitter, YouTube and
Pinterest, this report is a deep dive in to the social accomplishments of
these brands.

Much like other Indian brands, all eight mobile and handheld brands have found
their home ground on Facebook. With the exception of Karbonn Mobiles, all
brands are active on Twitter. YouTube houses seven brands with HTC being the
only brand without an exclusive channel for India.

Nokia seems to be the country's most social brand. Not only do they have the
largest fan base on Facebook, largest follower and subscriber base on Twitter
and YouTube, but they are also one of two brands to have a presence on
Pinterest. As Nokia transitions from hardware to an entertainment company,
these communities are sure to keep it in good stead.

The overall demographic of these brands on Facebook is 80% male and mostly
under the age of 30. Nokia India has the largest fan base of 9.3 million
people followed by Samsung India and Sony Mobile India. The award for the most
new fans added goes to Samsung India which attracted over a million new fans
in the time period analyzed. On further investigation, Samsung's fan growth
rate of 17.2% was found to be higher than the sector average of 13.8%, yet
it's miniscule compared to Xolo's massive growth rate of 110%.

Over and above fan numbers, these brands have different content strategies in
order to engage their fans. Over 80% of the content posted is brand related.
Karbonn is the one brand that spoke the least about itself and focused more on
current events. Though these brands collectively leveraged updates that urge a
fan to Like or Share if they agree with the post, or as we call it,
"Engagement Oriented posts", what engaged best were posts related to
promotions or offers. 

To evaluate the content of these brands, Unmetric's Engagement Score, which
takes in to account the number of Likes, Comments, Shares and Estimated
Impressions, to give each post a benchmarkable score that enables easy
comparison, has been used. The average Engagement Score for the sector stands
at 50, and Xolo was found to be most engaging with a score of 82 on its 50
Admin posts. What engaged well for them were promos combined with images of
the cell phones. On the other hand, Samsung made 235 Admin posts, but only
received an Engagement Score of 56.

Many sectors such as aviation, telecom service providers and few others have
exploited social media's flexibility, which allows it to be used as a customer
service medium, to their advantage. More often than not, replying to fan
queries adds more credibility to the brand page. Though Xolo tops the chart on
metrics such as fan growth and engagement, it is the only brand in the study
that doesn't allow fans to post on its page. Samsung India received the most
fan posts and also has the top response rate of 70%. The brand replied to
2,497 of 3,581 of Fan posts in an average of 17 hours and 52 minutes per
reply.Though Nokia India comes in second with a response rate of 50%, it has
a better ART (Average Reply Time) that is close to 14 hours.

The stats on Twitter are almost a clone of Facebook, in terms of top brands
and metrics. Nokia India again has the most followers followed by Samsung
India while Xolo was found to have the highest engagement on their tweets.

Karbonn is the only band that is inactive on Twitter in spite of being active
on Facebook. What is interesting though is that in spite of sending no tweets,
the brand added 122 new followers. Sony Xperia India grew its follower base by
34% (the highest) while the sector average is 21.7%.

The average brand from the sector tweeted 13 times a day whereas Nokia India
tweeted 32 times a day, and Lava and Xolo tweeted just once a day. While
international brands tweeted more often, Indian brands score higher engagement
in spite of tweeting less frequently. Xolo has an average Engagement Score of
889 and Micromax has 430. Both are high compared to the sector average of 198.

Nokia India was mentioned the most in the time period analyzed followed by
Micromax which was mentioned over 14,000 times. Peaks in mentions for both
brands occurred during a contest. Nokia also has the highest response rate of
9% and replied to 1,524 of 16,586 fan mentions in an average of 18 hours and
48 minutes. Micromax has the fastest fingers and an ART of 11 hours. Their
replies are mostly plain texts or requests to view a link. Xolo is the only
brand that doesn't reply on Twitter, though it was mentioned over 1,600 times.

Nokia India and Micromax also found their way to the top of YouTube with the
most views and subscribers. Though Micromax has 2.7 million views on its
channel, the number is a distant second when compared to Nokia India's 26.9
million views or even their 5.8 million new views. Nokia India also has the
largest subscriber base of almost 21,000 people, again followed by Micromax
that lays claim to 14,000 subscribers. Nokia India's impressive metrics could
be down to the total number of videos uploaded. They've uploaded 556 videos in
total and 32 in the time period analyzed. While the broad trend across brands
is to only upload TVCs and rarely other types of videos, Nokia India invests
time and resources in to creating a wide variety of YouTube specific content
such as visual user manuals, things to do with the phone etc. The success of
these videos is reflected in the metrics. Micromax's views and subscriber base
shot up after the ad featuring Hugh Jackman was uploaded.

Sony Mobile India also found its way to the top with the highest views growth
rate, one that is 4.5 times the sector average of 12%. These views come from
one ad featuring Katrina Kaif. The brand also had the second highest
subscriber growth rate of 19.4%.

The average video from these brands are 2 minutes long. Samsung India makes
the longest videos that are almost three and a half minutes long whereas Nokia
India's videos are just over a minute long and are the shortest. YouTube gives
these brands the opportunity to explore video advertising beyond the 3o second

Nokia India and Karbonn are the only two brands to have a Pinterest account.
Karbonn has hardly had any activity and the page could be said to be defunct.
Nokia India has almost 500 followers and 700 pins. The brand's linkage with
Pinterest is what gives it that added fullness to its already well rounded
social presence.

Though International brands are shadowing Indian brands on social media,
Xolo's growth rate and Micromax's ART are indications that Indian brands are
slowly but steadily catching up. Micromax's tie up with Hugh Jackman and the
spike in fan engagement following it point to the latent resources that Indian
brands have and could be putting to use.

Here are the metrics of top 5 brands across social networks:

Note- The Unmetric Score is the first ever sector aware social media benchmark
score which takes into account multiple qualitative and quantitative metrics
to rank a brand against its competitors.


Unmetric Score

1.Samsung Mobile India- 65
2.Nokia India- 63
3.Sony Mobile IN- 50
4.HTC India- 47
5.Micromax- 36

Facebook Fans

1.Nokia India- 9,354,209
2.Samsung Mobile India- 8,799,587
3.Sony Mobile IN- 4,429,834
4.HTC India- 4,425,988
5.Micromax- 1,637,922

Facebook Fan Growth Rate

1.Xolo- 109.80%
2.Sony Mobile IN- 22.60%
3.Samsung Mobile India- 17.20%
4.Micromax- 16.60%
5.Karbonn- 10%

Facebook Engagement

1.Xolo- 82
2.Sony Mobile IN- 60
3.Nokia India- 58
4.Samsung Mobile India- 56
5.HTC India- 33


Unmetric Score

1.Nokia India- 45
2.Samsung Mobile India- 37
3.Micromax- 34
4.HTC India- 29
5.Sony Xperia India- 22

Twitter Followers

1.Nokia India- 141,707
2.Samsung Mobile India- 99,972
3.Micromax- 27,029
4.HTC India- 17,073
5.Sony Xperia India- 10,677

Twitter Follower Growth Rate

1.Xolo- 34.80%
2.Sony Xperia India- 33.90%
3.Nokia India- 28.90%
4.Karbonn- 28.70%
5.HTC India- 24.40%

Twitter Engagement

1.Xolo- 889
2.Sony Xperia India- 456
3.Micromax- 430
4.HTC India- 319
5.Nokia India- 167

Twitter Replies

1.Nokia India- 1,524
2.Micromax- 1,185
3.Samsung Mobile India- 665
4.Sony Xperia India- 270
5.HTC India- 92

Twitter ART

1.Micromax- 10 hours, 54 minutes
2.HTC India- 12 hours, 18 minutes, 3 seconds
3.Nokia India- 18 hours, 46 minutes, 19 seconds
4.Sony Xperia India- 22 hours, 53 minutes, 56 seconds
5.Samsung Mobile India- 1 day, 1 hour, 49 minutes, 12 seconds


Unmetric Score

1.Micromax- 39
2.Nokia India- 37
3.Sony Mobile IN- 32
4.Samsung Mobile India- 25
5.Lava- 18

Views Growth

1.Sony Mobile IN- 56.50%
2.Micromax- 55.50%
3.Nokia India- 28.90%
4.Lava- 24.90%
5.Samsung Mobile India- 9.80%


1.Nokia India- 20,935
3.Samsung Mobile India- 6,439
4.Sony Mobile IN- 5,820
5.Karbonn- 709

Total Video Uploads

1.Nokia India- 556
2.Samsung Mobile India- 216
3.Sony Mobile IN- 115
4.Karbonn- 96
5.Micromax- 94

With the mobile industry developing rapidly, GenY has cultivated a thirst for
the latest technology and is constantly upgrading mobiles. Even new brands
that have entered the market in recent times such as Gionee have already
invested time and resources in social media. The young brand already has a
over 250k fans on Facebook and a growing Follower base on Twitter. Such quick
adaptations to social media have become crucial for these brands.

There has never been a better time to invest and focus on social media,
especially for brands belonging to sectors such as Mobiles and
Handhelds."Smartphone makers have been pushing the social aspect of their
phones since the term was coined, so it's no surprise to see them taking an
active lead on social media," says Lux Narayan, CEO of Unmetric. "The
international mobile brands that came to India were able to quickly establish
themselves with the Indian consumer and that's reflected in the fanbase
numbers; but is now facing stiff competition from upcoming local brands who
might have a more deep rooted understanding of what the Indian consumer

Unmetric provides definitive competitive intelligence on social media brand
activity, through category benchmarks and cross-category analogues. Metrics,
analyses and reports are delivered to brands and their agencies, online and on
the fly, making sure that brands don't fly blind on social media. Unmetric
combines machine learning and human intelligence to deliver insights that
leading global brands depend upon. Brands are now able to answer the basic
business question of "Is my brand social enough?" on Facebook, Twitter,
YouTube, Pinterest, LinkedIn and more.


Unmetric compiled its report by sourcing data from its social media platform.
All statistics were gathered from September 1st, 2013 to October 31st, 2013.

About Unmetric

Unmetric Inc. is headquartered in New York City and works with category
leading brands and innovative agencies across the world. Unmetric provides
not-so-obvious competitive intelligence on over 10,000 global brands across 30
industry sectors, helping brands and their agencies to comprehend and
calibrate their social media efforts, and compete with intelligence and
efficiency. The client list includes brands like Subway, Toyota, Suncorp and
agencies like GroupM and the Zocalo Group. For more information, visit

Primary Media Contact: Peter Claridge, , 91-8939-704365

Contact: PRN
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