Vodafone performs the best on social media followed by Airtel and Idea Cellular. Airtel has high social media buzz in both the earned media and owned media. Airtel is also the most responsive on social media. While other players in the industry took more than a day on an average to respond to complaints, Airtel responded to customers within the next one and half hour. In terms of social media mentions, Top 3 firms namely Airtel, Vodafone and Idea Cellular cover 73% of the buzz Vodafone leads in terms of engagement and has the highest number of fans. Vodafone leads in terms of followers and mentions on Twitter.

1. Top Telecom Companies
on Social Media (India)
May, 2014

2. Highlights:
• Vodafone performs the best on social media followed
by Airtel and Idea Cellular. Airtel has high social
media buzz in both the earned media and owned
media
• Airtel is also the most responsive on social media.
While other players in the industry took more than a
day on an average to respond to complaints, Airtel
responded to customers within the next one and half
hour.
• In terms of social media mentions, Top 3 firms namely
Airtel, Vodafone and Idea Cellular cover 73% of the
buzz
• Vodafone leads in terms of engagement and has the
highest number of fans
• Vodafone leads in terms of followers and mentions on
Twitter

3. Rank Company name
SSI SCORE
(May’14)
1 Vodafone 88
2 Airtel 83
3 Idea Cellular 71
4 Tata DoCoMo 66
5 Aircel 53
6 Reliance Communications 45
7 Videocon 40
8 MTS India 36
9 BSNL 36
10 Uninor 32
MOST SOCIAL TELECOM COMPANIES (INDIA)
SSI refers to Simplify360 Social Index

4. 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 84.6 90.4 92.3 88
Airtel 92.3 63.4 84.6 83
Idea Cellular 76.9 71.9 60 71
Tata DoCoMo 61.5 73.1 67.7 66
Aircel 38.5 80 55.4 53
Reliance Communications 38.5 42.4 60 45
Videocon 46.2 35.4 33.8 40
MTS India 23.1 53 43.1 36
BSNL 53.8 17.3 16.9 36
Uninor 30.8 33.9 32.3 32

5. Rank Company name Earned Media
1 Airtel 52,697
2 Vodafone 16,267
3 BSNL 7,127
4 Aircel 4,897
5 Tata DoCoMo 3,971
6 Idea Cellular 1,843
7 MTNL 1,270
8 Uninor 1,207
9 Reliance Communications 486
10 Videocon 428
Top 10 Telecom companies on the basis of earned media

6. Earned vs owned media breakup
52,697
16,267
7,127
4,897
3,971
1,843
1,270
1,207
486
428
391
292
-20,00040,00060,000
Airtel
Vodafone
BSNL
Aircel
Tata DoCoMo
Idea Cellular
MTNL
Uninor
Reliance Communications
Videocon
Loop Mobile
MTS India
Earned media
29661
28769
299
11356
6735
16164
403
1741
5632
6444
61
1467
0 10000 20000 30000 40000
Owned Media

7. In terms of social media mentions, Top 3 firms cover 73% of the buzz
41%
23%
9%
8%
5%
4%
3%
3%
2%
1%
Airtel Vodafone Idea Cellular
Aircel Tata DoCoMo BSNL
Videocon Reliance Communications Uninor
MTS India MTNL Loop Mobile
Share of mentions of brands on social media, May 2014

8. VODAFONE LEADS IN TERMS OF ENGAGEMENT AND HAS THE HIGHEST NUMBER
OF FANS
Facebook engagement quadrant, May 2014
Telecom Industry, India, Source: Simplify360
High number of
engaged fans
and fan base
Less number of
engaged fans, but
good fan base
Less number of
actively
engaged fans
and fan base
Size of the bubble
represents the percentage
of engaged fans to the
total fans on the page
1.30%
0.19%
2.18%
1.72%
1.2%
0.25%0.20%
0
50000
100000
150000
200000
250000
300000
0 2000000 4000000 6000000 8000000 10000000 12000000 14000000 16000000 18000000 20000000
PeopleTalkingabout
No. of fans

9. VODAFONE HAS THE HIGHEST SHARE OF FANS ON
FACEBOOK
33%
25%
14%
11%
10%
3%
3%
1%
0%
0%
Vodafone
Tata DoCoMo
Aircel
Idea Cellular
Airtel
MTS India
Reliance Communications
Videocon
Loop Mobile
Uninor
MTNL
BSNL
Share of fans on Facebook, May 2014

10. 22477
18772
4526
2932
6139
5707
3640
5000
10000
15000
20000
25000
0 50000 100000 150000 200000 250000
Mentions
Followers
Size of the bubble
represents the number
of tweets sent from the
official twitter handle
VODAFONE LEADS IN TERMS OF FOLLOWERS AND MENTIONS
High number
followers but less
mentions
High number of
mentions and
followers
Four major groups can be observed among the Telecom companies. (1)Those with high mention but less follower, (2)those
having high number of followers but less mentions, (3)those having high number of mentions but less followers and (4)those who
are low on both the parameters.
Less number
followers and
less mentions
High number of
mentions and
less followers

11. Performance of Telecom companies on Twitter | Response time
1.40
18.06
10.63
26.51
64.63
70.50
1.79
19.32
24.49
41.89
51.93
77.02
Airtel Aircel Reliance CommunicationsVodafone Tata DoCoMo Idea Cellular
April May
00
DAYS
01
HOURS
47
MINS
28
SECS
00
DAYS
19
HOURS
19
MINS
20
SECS
01
DAYS
00
HOURS
29
MINS
31
SECS
01
DAYS
17
HOURS
53
MINS
31
SECS
Airtel performs the best with 1 Hour 47 mins (1.40 hors) average response time. The industry average of
the response time is 36 hours. On the other hand, Vodafone, Tata DoCoMo and Idea are the worst
performers. Compared to April, the performance of most of telecom companies has degraded except for
Docomo which has improved.
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
02
DAYS
03
HOURS
56
MINS
00
SECS
03
DAYS
05
HOURS
01
MINS
11
SECS
INDUSTRY AVERAGE : 36:07
Data: May Source: Simplify360

12. 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: May 1 to 31, 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.

13. About the authors
Mohan Krishna
Social media research analyst, Simplify360
Mohan Krishna has a talent of plugging in
Mathematical and statistical techniques over
qualitative social media data to get an
insightful & actionable results 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 Lian
Head 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

14. Simplify360 – The Leader of Social Business Intelligence
 Most admired brand for Social Media Research on Slideshare
 Top 10 Product Technology Company by TechSparks 2010
 Listed amongst TOP 10 SMM tools by PR2020 and SocialMedia8

15. Social Business
Intelligence
www.simplify360.com
Simplify360 is the leading social business intelligence.
Offerings include:
•Social Marketing Suite for agencies
•Social Contact Centre for BPOs
•Social Command Centre for Enterprises
We enable businesses to perform Online Reputation Management, Customer Service,
Community Management, Social Media Research & Brand Auditing; Online Sales Lead
Generation, and Consumer Sentiment Analysis.

16. Leaders use Simplify360
Clients
Partners
Worldwide
Brazil and LatAM Saudi Arabia
USA
Worldwide
Singapore & India

17. THANK YOU
CONNECT WITH US