Facebook Usage Study Iffort

How are business entities in India
using Facebook?
An in-depth study of 25 brands from 7
industry verticals
by Iffort Consulting
List of industries covered
Media
Consumer Durables
Food Chains
FMCG
Telecom
Online Portals
Publishing
Page Suggestions
iffort
itemperance
Copyright Iffort 2010 | www.iffort.com

How are business entities in India using Facebook?
An in-depth study of 25 brands from 7 industry verticals
Executive Summary Executive Summary

Methodology
According to Wikipedia, around 1.5 billion people 1 worldwide are active on
Key Findings social networks. Today Social Networking websites have become an
inherent part of our life and are re-defining the ways in which we as users
‘Communicate’ and ‘Converse’.
Perhaps the most revolutionary and the biggest name among the modern
social networks is Facebook. With almost half a billion users worldwide 2
(source: Facebakers.com), people have adopted Facebook unlike any other
social networking website. India is not far behind, with one in five Internet
users in India using Facebook. [India has 10.5 Million 3 (source:
Facebakers.com) people on Facebook out of a total Internet population of
50 Million (Source: emarketer.com)]
With changing times & trends, Facebook is no longer limited to just

connecting with friends or playing games; businesses are increasingly using
it as an interaction platform to engage with their target audience, identify
prospects, market their products, provide customer support and handle
customer grievances! Tapping on this need, Facebook smartly introduced
Facebook fan pages to cater to the specific needs of businesses.
Iffort Consulting selected and reviewed the Facebook fan pages of ‘25’
select brands from ‘7’ different industry verticals for over a one month
period. We analyzed these 25 brands on various criteria to understand
their efforts to build engagement with their target audience through
Facebook. Our exercise also revealed that organizations are successfully
using several tactics like poll contests, interesting apps and videos amongst
others to drive participation, which would result in word-of-mouth and
better engagement with the brand. An interesting aspect of the exercise
was to understand the synchronization between the product category a
brand was related to, and the nature of engagement the brand built with its
community members.
However, few questions remain unanswered and with time we hope firms
would be able to streamline their activities in a more effective manner!!
1
Wikipedia Link: http://en.wikipedia.org/wiki/Social_network
2
Facebakers.com: http://www.facebakers.com/countries-with-facebook/
3
Facbakers.com: http://www.facebakers.com/countries-with-facebook/
Copyright Iffort 2010 | www.iffort.com Page 2 of 26

Executive Summary Methodology

Methodology
We identified 7 different prominent industry verticals (Fig. 1). The portfolio
Key Findings consisted of 4 service oriented verticals (media, telecom, online portals and
food chains) and 3 product oriented verticals (FMCG, consumer durables
and publishing). In our initial assessment we identified 31 brands that were
most visible and famous amongst Indian consumers in their respective
industry verticals and monitored them for a period of one month. However,
as we didn’t notice adequate engagement levels in 6 brands, we dropped
them and narrowed down our list to 25 brands. We followed an observation
method, wherein we regularly visited the fan page of these 25 brands on
daily basis and reviewed them on various quantitative and qualitative
parameters (Table 1).
Figure 1: Industry verticals
Quantitative Qualitative
• No. of fans of a page • Primary purpose of the page
• Percentage growth of fans • Methods of fan engagement
• Total discussion on a page • Discussion type
• Activity on wall by page • Admin Response
admin • Content type
• Linkage with other social
networks & company
website
Table 1: Quantitative & Qualitative parameters

Executive Summary Key Findings

Methodology
Key Findings The leader-board is as follows:
Media Most popular Brand: MTV-India [522,112 Fans on 28 July]
Consumer Durables
Brand with the highest growth in terms of fans: MTV-India [3846 +
Food Chains Daily fan growth]
FMCG
Most active entity: Delhi Traffic Police [12.8 wall posts by admin each
Telecom day]*
Online Portals
Most Discussed brand: MTV-India [2085+ Interactions each day]
Publishing
Brand with least growth: Haldiram’s [0.66 new fans each day]
Identified Inactive brands: Bisleri (Inactive since May 29, 2010),

Haldiram’s (Inactive since Oct 15, 2009), Bharti-Airtel (Inactive since Oct
15, 2009)
Interactions per day

500
450 459.3
400
350
300
250
200
172.4
150 Industry Vertical
100 Interaction
76.2
50 50.9
0 8.7 1.5 0.3
Figure 2: Industry Verticals – Daily Interaction Graph
NOTE: Delhi Traffic Police ‘Facebook page’ activity was monitored from a comparison perspective and the
primary idea was to compare its activity against the traditional business entities and brands. At the outset, it
isn’t a business/brand entity and it lies outside the ‘25’ observed brands.

Executive Summary
Top 5 Most Popular Brands
522112
Methodology
357708
Key Findings
199014
Media 86702 64217
Consumer Durables
MTV-India Fast Track TATA Idea Videocon
Food Chains
Docomo
FMCG
Telecom
Figure 3: Top 5 Most Popular Brands
Online Portals
Publishing Brands With Highest Fan Growth Rate
ImagineTV 47.43
Videocon 55.3
HT 61.3
Ixigo.com 147.9
Figure 4: Brands with Highest Fan Growth Rate
Most Discussed Brands

2085.1
555.53 444.43 226.06 200.3
MTV-India Delhi Traffic Fastrack TataDocomo Ixigo.com

Police
Figure 5: Most Discussed Brands

Key Findings – Media

Executive Summary
All the companies we analyzed from this vertical were fairly successful in
Methodology
attracting large enough fans.
Key Findings
Most of the brands had well maintained, active & responsive fan pages.
Media
Various forms of content – photos, videos, polls, events, applications (Little
Consumer Durables Champs, Zee TV; Axe Ur Ex, Channel V) were used to attract attention of
Food Chains fans and create engagement.
FMCG Discussions on varied topics involved politics, games, weather,
Telecom infrastructure, events (CWG) etc. Some fan pages made wall posts on TV
shows that were aired on their channels (Zee TV and Imagine TV).
Online Portals
Publishing Channel V was the only brand to have integrated the Twitter account with
its fan page.
Our verdict: MTV was analyzed as the best performing among five brands
from this vertical. They had better engagement with their community
members, as they discussed varied topics that had relevance to various
parts of the country. We think they are trying to pitch their channel to
wider audience and hence have realized to make people from various parts
of the country to participate in discussions, by floating youth-centric topics
and other issues of general interest.
Brand No. of fans No. of posts (30 days) Posts/day No. of interactions Interactions/day
each day (30 days)
MTV 3846.8 35.0 1.2 62554.0 2085.1
Channel V 173.0 64.0 2.1 2286.0 76.2
HT 805.3 25.0 0.8 538.0 17.9
ImagineTV 12.8 5.0 0.2 2208.0 73.6

ZeeTV 41.0 0.0 0.0 1302.0 43.4
Average 975.8 25.8 0.9 13777.6 459.3
Table 2: Findings – Media Vertical
Fan Growth Rate (% ) - Media

ImagineTV 47.43
Videocon 55.3
HT 61.3
Ixigo.com 147.9
1 10 100 1000
Figure 6: Fan Growth Rate – Media

Executive Summary
Methodology No. of Fans (28th July 2010)

Key Findings
Zee TV 10142
Media ImagineTV 718
Consumer Durables
HT 38133
Food Chains
MTV-India 522112
FMCG
Channel[V] 17855
Telecom
1 100 10000 1000000
Online Portals
Publishing
Figure 7: No. of Fans
, a relatively new entrant (less than a year old) has a small

fan base in comparison to other brands.
Some key points are:
NDTV Imagine has another fan page on Facebook, so the fans are
distributed amongst the two pages.
The assessment revealed absence of post filtering as indicated by spam

comments. In addition, the queries & user concerns have not been
addressed.
The fan page of HT has almost all its wall

posts as links for news articles on HT’s main website. The important point
here is that each day only 2-3 articles are shared on the page; these
articles are chosen to entice feedback from users in the form of likes,
comments and discussions; unlike other newspaper & magazine brands
where an automated stream of links for articles on the main website is
posted on the wall.
Though, Zee TV is enjoying a decent fan base on Facebook

courtesy the TV channel’s real world popularity, there has been
a long period of in-activity last as indicated by the last post by
administrator which was made in April. According to our analysis, Zee TV
might like to relook its Facebook engagement strategy with a focus on
talking to members and understanding their needs/preferences.

Key Findings – Consumer Durables

Executive Summary
Methodology
In this sector Fastrack leads all other brands by a large margin, though
Key Findings Videocon is growing fast, thanks to its enhanced PR initiatives.
Media Interesting applications like the “FT Girl”, “Store locator”, “Bikers”, &
Consumer Durables “Kickass cards” exist on Fastrack page. All wall posts revolve around their
products, offers, brand ambassadors, stores across country etc.
Food Chains
FMCG The first noticeable element on Videocon’s fan page is the title, it is named
as “Home Appliances and Electronics” and no corporate brand name
Telecom
mention has been made (Fig 3.).
Online Portals
Videocon has applications – “Abhishek Bachchan contest” and “BUY” (which
Publishing
directs the user to Edigiworld, an e-commerce site owned by Videocon)
The wall posts on Videocon fan page with title VFAQ are published
frequently that educate users about using their appliance and many other
aspects - regarding their usage, safety, precautions etc.
Brand No. of fans No. of posts Posts/day No. of Interactions/day

each day (30 days) interactions
(30 days)
Videocon 1270.88 26 0.9 2136 71.2
Samsung Corby 6.27 0 0.0 47 1.6
Fastrack 2928.1 25 0.8 13333 444.4
Average 1401.8 17.0 0.6 5172.0 172.4
Table 3: Findings – Consumer Durables
Fan Growth Rate (%) - Consumer Durables
Videocon 55.33
Fastrack 17.28
Samsung Corby-India 2.94
1 10 100
Figure 8: Fan Growth Rate – Consumer Durables

Executive Summary
No. of Fans (28th July)
Methodology Videocon 64217
Key Findings
Media Fastrack 357708
Consumer Durables
Food Chains Samsung Corby-India 3955
FMCG
1 100 10000 1000000
Telecom
Online Portals
Publishing Figure 9: No. of Fans
Applications on Fastrack page: Interesting apps on

the Fastrack page like, FT Girl where in Fastrack
selects a pair of shades for you in an interactive way
or Bikers where in exclusive Fastrack accessories are
presented in an interactive and appealing way.
But the best app of the lot is Kickass cards in which crazy kickass cards are
be sent to your lazy friends to
make them stop procrastinating
and start studying during exam
time!
Such apps
not only
prop up the
page but
also make the user return to the page; thus increasing user engagement
and aiding in development of a bond between the user and the brand.

Executive Summary
Screenshot from Videocon fan page: Postings like these from Videocon not
Methodology
only create awareness among the users, but also generate a positive
Key Findings feeling about the brand, that it cares for its users.
Media
Consumer Durables
Food Chains
FMCG
Telecom
Online Portals
Publishing
Figure 10: Videocon Fan Page: ‘Home Appliances and Electronics’

Key Findings - Food Chains

Executive Summary
Methodology
Pizza Hut & Barista have maintained their fan page in an active manner,
Key Findings ahead of other brands in this category.
Media Pizza Hut has various interactive applications – “Hot on Dot”, “Hut locator”,
Consumer Durables “VIP club”, which help community members in knowing new offerings,
locating their store, and creating an identity.
Food Chains
FMCG Barista also has interactive applications – “happy hours” and “breakfast”,
which help them in engaging with their community members.
Telecom
Online Portals The administrator of Pizza Hut fan page handled discussions on varied
topics such as FIFA, the new hot on the dot plan by Pizza Hut, to the best
Publishing
getaway zones in the area.
We observed typo errors like website name bug in the fan-page (info tab)
of a popular brand in this category.
On the other hand another brand in this category has adopted a

transparent approach by sharing the name of its social media partner on its
fan page.
Our verdict: We feel strategy applied by Pizza Hut and Barista to create
applications focused on their offerings, has helped the administrator to
engage community members with other varied interest topics targeted at
youth. This provides clutter-free exhibition of offerings. On the contrary,
some other brands seem to have adopted a sales approach by having
discussions around their offerings only.

(30 days)
Pizza Hut 35.88 9 0.3 310 10.3
McDonalds India 3.16 8 0.3 62 2.1
Barista Lavazza 17.8 48 1.6 413 13.8
Average 18.9 21.7 0.7 261.7 8.7
Table 4: Findings – Food Chains

Executive Summary
Fan Growth Rate (%) - Food Chains
Methodology Pizza Hut 3.28
Key Findings
Barista Lavazza 9.67
Media
Consumer Durables McDonalds-India 7.15
Food Chains
1 10
FMCG
Telecom
Figure 11: Fan Growth Rate – Food Chains
Online Portals
Publishing
No. of Fans (28th July 2010)
Pizza Hut 22377
Barista Lavazza 3640
McDonalds-
854
India
1 100 10000
Figure 12: No. of Fans

Key Findings – FMCG

Executive Summary
Methodology
The brands selected in this category had almost negligible engagement
Key Findings levels on their fan page.
Media Although product related postings were made on the products, the
Consumer Durables expected level of success with engagement was fairly low.
Food Chains Our verdict: We feel because these products are low involvement in
FMCG nature, customers are not exactly convinced about the specific reasons to
join these fan pages. Learning from these brands provides strong indicators
Telecom
for other FMCG brands to re-think their Facebook presence strategy. It
Online Portals could include adoption of a fresh out-of-box thinking to lure fans,
Publishing understand their needs and build conversational activity.

(30 days)
Kurkure 3.3 2 0.1 30 1.0
Haldiram’s 0.66 0 0.0 1 0.0
Bisleri 2.16 0 0.0 0 0.0
Average 2.0 0.7 0.0 10.3 0.3
Table 5: Findings – FMCG

Key Findings – Telecom

Executive Summary
Methodology
The sector that has the fiercest competition in the Indian market does not
Key Findings quite have the same competition when it comes to Facebook Fan Pages or
social media marketing in general. As can be seen from the visuals TATA
Media
Docomo is leading the pack with a large margin.
Consumer Durables
It was surprising to know that one of the largest telecom service provider
Food Chains
has had the least active fan page and moreover administrator hasn’t posted
FMCG any message since October, 2009
Telecom
All brands in this category had their YouTube and Twitter accounts
Online Portals integrated with the fan page, which is generally considered to be a wise
Publishing strategy.
Idea & Tata Docomo are the only two brands to have used photos and
videos on their fan pages.
Another popular brand in this category gives a clear message of acting as

yet another sales point. They had special tab for promotions and they also
had many links to their website regarding tariff plans for various purposes.
There is one brand which seems to be saying upfront that they are here for
customer support. They have 24 x 7 Chat applications, which they claimed
was the first in the country on a Facebook fan page.

(30 days)
Uninor 34.1 25.0 0.8 498.0 16.6
Vodafone 35.9 8.0 0.3 227.0 7.6
Idea 454.6 5.0 0.2 3919.0 130.6
TataDocomo 2265.7 36.0 1.2 6782.0 226.1
Airtel 1.2 0.0 0.0 1.0 0.0
Average 558.3 14.8 0.5 2285.4 76.2
Table 6: Findings – Telecom

Executive Summary
Fan Growth Rate (%) - Telecom
Methodology Uninor 22.9
Key Findings
Vodafone 9.57
Media
Idea 10.4
Consumer Durables
TataDocomo 25.77
Food Chains
FMCG Airtel-India 15.94
Telecom
1 10 100
Online Portals
Publishing
Figure 13: Fan Growth Rate – Telecom

Uninor 3288
Vodafone 7401
Idea 86702
TataDocomo 199014
Airtel-India 160
1 100 10000 1000000
Figure 14: Total Fans
How they match up
TATA Docomo that leads the pack has a very well laid out page with links
for their services such as buddynet, online recharge, GPRS plans &
mysongs. Moreover the page administrator is very active and has replied to
almost each and every query or complaint. (Imagine replying to queries of
almost 2 lakh people!) Although the other brands (except Airtel) are also
doing this, but then compliment goes off to the Docomo guys for effectively
managing a fan base of almost 2 lakh.
Also brands like Docomo, Idea and Uninor have Facebook buttons or
banners on their company’s website to promote their Facebook page. The
same is missing on the websites of Airtel & Vodafone-India. This we think
could be one of the primary reasons for Airtel & Vodafone having less
community members on their fan page.

Moreover, brands like Idea, Docomo & Uninor have shared many
Executive Summary interesting photos of offline contests that are regularly conducted by them.
This not only increases a fans attachment with the brand but also increases
Methodology
the fan base as friends of the person in the picture also visit the page to
Key Findings view those photos. No such photos are shared on either Airtel or Vodafone’s
Media page.
Consumer Durables Moreover, presence of interesting apps on the page of Docomo further
Food Chains pushes up its engagement with its users as can be seen from the graphs.
FMCG Our verdict: There is no doubt that Tata Docomo is doing a great job.
Telecom However, we feel that Uninor is also equally leveraging their fan page well.
Their target market of youth segment could be very well sensed by their
Online Portals
wall posts and discussions. We feel as Uninor gradually makes inroads into
Publishing the Indian telecom market, it would be interesting to note how they tweak
their fan engagement.

Key Findings – Online Portals

Executive Summary
Methodology
There are two brands in this category that are travel related online
Key Findings services. Both have well maintained fan pages, but when you have a look
at the statistics, one brand is far ahead of the other with a growth rate of
Media
approximately 148%. It includes a bunch of activities like active wall posts
Consumer Durables by the administrator and keeping community members busy with puzzles
Food Chains on site-seeing places, animals, buildings, trekking spots etc. In addition,
there is a separate tab of “Contests & Promotions” on their fan page.
FMCG
Telecom Cleartrip too maintains the strategy of Ixigo by keeping members engaged
with puzzles, however we noticed that administrator hardly responded to
Online Portals
negative customer experiences, which we think could hamper the brand
Publishing image of Cleartrip in the minds of community members. Similar to that of
Ixigo, they too have a tab of “Offers” on their fan page.
The Pagalguy.com Fan page
PaGaLGuY has a decently maintained fan page. Some insights from the
page:
• All the wall posts are either links for articles on pagalguy.com or
news and trivia related to MBA.
• Photos seem to be the active content on the fan page and

administrator often runs contests on these photos, which
generates good engagement with community members.
The Indya.com Fan page
Indya.com is Star India’s internet initiative and a fairly popular

entertainment portal. But a low fan base of 2700 (low considering the scale
of Star India’s network) and a low growth rate of 5 % suggests that the
page is not being handled efficiently.
The main purpose of the page is to share links for articles on the main
website or on affiliated websites. Most such posts have received a poor
feedback from the fans. Sometimes the admin has tried to be philosophical
but has failed to raise user engagement.
Fans are very active on this page as they have several queries and postings
related to TV shows, actors and future episodes. However the sharing
activity has been one-dimensional with lesser focus towards clearing spam
and replying to fans.

Executive Summary
Fan Growth Rate (%) - Online Portals
Methodology
Indya.com 5.2
Key Findings
Ixigo 147.9
Media
Consumer Durables
Pagalguy 17.83
Food Chains
FMCG Cleartrip 1.64
Telecom
1 10 100 1000
Online Portals
Publishing
Figure 15: Fan Growth Rate – Online Portals
Indya.com 2754
Ixigo 6878
Pagalguy 3760
Cleartrip 2714
1 10 100 1000 10000
Figure 16: Total Fans

(30 days)
Indya.com 7.6 80.0 2.7 687.0 22.9
Ixigo 228 295 9.8 6009 200.3
Pagalguy 31.61 15 0.5 655 21.8
Cleartrip 2.4 48 1.6 285 9.5
Average 54.1 87.6 2.9 1527.2 50.9
Table 7: Findings – Online Portals

Key Findings – Publishing

Executive Summary
Methodology
These two publishing houses arrive from opposite varied business models,
Key Findings as Penguin India is a commercial publisher while Pratham Books is a non-
profit publishing house.
Media
Consumer Durables Both the pages are being primarily used to notify the fans about new book
launches, events or seminars. The difference between the two is that, a lot
Food Chains
of spam is being generated on the Penguin India page by budding writers
FMCG who are trying to promote themselves and their writings.
Telecom
Most of the posts on Pratham Books page are also related to social causes
Online Portals being carried out and pictures from the same have been shared on a
Publishing regular basis.
Our verdict: We have compared the two fan pages even though there is a
mismatch in the scale of operations of the two brands. Despite this fact,
Pratham Books fan page has a larger following and a better growth rate in
comparison to Penguin India. We feel the major reason for this is a
responsive and conversational administrator and alert filtering of spam
posts and comments from their page.

(30 days)
Pratham books 3.2 23 0.8 76 2.5
Penguin India 1.55 0 0.0 11 0.4
Average 2.4 11.5 0.4 43.5 1.5
Table 8: Findings – Publishing Houses

Executive Summary
Fan Growth Rate (%) - Publishing Houses
Methodology
Pratham Books 5.67
Key Findings
Media
Consumer Durables Penguin Books- India 3.28
Food Chains
FMCG 1 10
Telecom
Online Portals No. of Fans (28th July 2010)

Publishing
Pratham Books 1098
Penguin Books- India 881
1 100 10000
Figure 17: Fan Growth Rate – Publishing Houses & Total Fans

Conversations with Fan Page Administrators
We had also connected with some of the firms and the people who manage
these fan-pages. The idea was primarily to understand their experience and
learning while managing Facebook fan pages.
We had asked a common set of questions:
1] Idea – Behind starting a Facebook fan page
2] Plan – What did you plan to achieve through your fan page when you
created it?
3] Assistance – The single biggest thing behind starting a Facebook fan

page
4] Change - At any point of point have you ever had to change your
strategy for your fan page? Have you gained anything from the change?
5] Competition – Do you review your competitor’s fan pages? How is your

fan page different from your competitors?
6] Clients – Business from FB Fan Pages
7] Execution – Outsourced or in-house?
“ Gautam John – Pratham Books ”

Idea: The idea was to build a unique community around reading and our
mission of a book in every child's hand.
Plan: We had planned on achieving a small but strong community - I think

we have fulfilled this.
Assistance: Mostly feedback and opportunities that we would have

otherwise missed.
Strategy Change: Yes - in the early stages we treated it identically to our

Twitter community and cross-posted - realized early on that this wasn't
working and now curate content specifically for Facebook.
Competition Check: Not really.
Clients: Yes!
Execution: We manage it in house and will continue to do that.

“ Rohit Awasthi – PaGaLGuY.com ”

Idea & Plan – Despite having a thriving community on our website itself,
we felt Facebook was needed for:
a) The feeds, which spread the word very fast and to the right networks.
b) Providing us better tools to share photos, events and notes.
c) People are most active on PaGaLGuY when they are in the "MBA
aspirant" phase. Once they enter a B School the frequency of their
visits to PaGaLGuY reduces. A Facebook page is a nice opportunity for
them to stay connected.
d) Sharing mechanism, which helps us penetrate the individual networks.
Assistance – Sharing.
Change - Per se, we never intended to have a strategy. We follow these

simple guidelines -
a) Do not misuse
b) Do not spam
c) Share very important material, links
d) No gimmicks, contests to gain fans/likes.
e) Think for the long run and provide quality content.
Competition – No. We prefer to create awesome experiences and products

for our users in the time we save in not reviewing our competitors.
Clients – Our website provides easy links to people who want to reach us.
Since we belong to a niche industry, clients find out the way to reach us
directly.
Execution – In-house.
Concluding Note - FB or twitter, they are at the end of the day platforms,
which may or might not exist in years to come. Our basic philosophy is to
keep on providing useful products to our community and these form the
basis of all our communication.

Conclusion
This comprehensive study has further emphasized the fact that the
importance of social media usage for marketing & PR purposes is gaining
momentum amongst Indian firms. The key learnings are:
• Fan Pages are public: As fan pages are indexed on search

engines, any individual is able to view firm’s fan page, through a
simple search action. So, an individual need not be a Facebook
member, but still could visit firm’s fan page. Facebook.
• Engagement: A Facebook fan page could be an additional touch-

point between a firm (brand) and its customers. The incremental
cost of creating this touch-point is almost negligible compared to
other alternative media. Fan page enables firms (brands) to
engage with their current and prospective customers. We feel this
should be the focus of firms in creating a Facebook fan page
• Emotional Attachment: An engaging and an active fan page

creates an emotional attachment between the brand and the fan.
• Brand Evangelists: It is not necessary that each and every

member of the community would be a present/prospective
customer. Instead some members could play the role of a brand
evangelist. These members could share their experience with the
firm and product with their network members and play a role of
brand evangelist.
• Engagement Tools: Facebook fan page facilitates firms to build

varied custom applications. These applications could be simply
enlisting the offers and other sales promotions or could also take
form of some games, puzzles, etc. that ensure engagement with
the community members.
• Integration with other social media platforms: A firm’s fan

page could be integrated with other social media platforms like
Twitter, LinkedIn, TripIt, etc. Also, the RSS feed on firm’s website
and blog posts on firm’s blog could be integrated with the
Facebook posts. However, it doesn’t mean just automation of
feeds would bring in engagement. Virtual medium users are very
sound these days and could easily make out the source of the
feed. Hence, it is essential for firms to bring in a human touch to
the feeds and provide community members true engagement
• Negative comment is not indeed negative for the firm: The

fan page administrators should not behave in an offensive /
defensive manner on viewing a negative comment. This should be
looked upon as an opportunity to improve the shortcomings and
create a base for future better customer experience.

• Product category - Engagement match: We realized that it is

very essential to execute right type of engagement with the
customers depending on the product category a firm belongs to.
This could be monitored based on criteria like frequency of posts,
type of posts, type of apps, etc. A fan page administrator should
take a call on whether contests and polls are going to benefit the
firm in any respect.
Disclaimer
This study is a 100% funded research by Iffort Consulting and is not

sponsored or influenced by any brand and/or any third party agency /
institution.
All the logos and trademarks used in this study are the property of their
respective owners.
Information provided by Iffort Consulting is general in nature, has been

compiled from freely available info on public domain and is meant for non-
commercial purposes only.
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Consulting. No judgment or warranty is made with respect to such other
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Attribution and Further Information
Any references or quotes pertaining to this document should be attributed

to the “How are business entities in India using Facebook: Iffort Consulting
Study.” Any questions or inquiries from the media should be addressed to
Director and Co-Founder, Daksh Sharma, at daksh.sharma@iffort.com.
Credits
Content Strategy for the Report
We thank, Anandan Pillai for his vital inputs and direction on organizing the
content and preparing this report. He is a doctoral student (Marketing area)
with Management Development Institute, Gurgaon. His research interests
involve brand communities on social media, social media strategy and
consumer behavior on virtual mediums. He can be reached at
anandan1982@gmail.com or follow him on Twitter at @Anandan_Pillai.
Technology Partners
Special mention goes to our technology partners’ itemperance consulting.

For more information about itemperance consulting, please visit
www.itemperance.com or follow them on twitter at @itemperance.
Design Partners
Color Code Software http://www.colorcodesoftware.com/
Our Questionnaire Respondents
We thank the following teams for providing us vital inputs on their

Facebook Fan page initiatives:
Pratham Books, Pagalguy.com and Su-Kam Power Systems.

About Iffort Consulting
is an India based people centric web-strategy & social media

consulting firm that plans, creates and executes a thorough
roadmap to deliver tangible value for its clients. Our ranges of
services include full-spectrum web-strategy & social media consulting. For further
information visit us at www.iffort.com
E-Mail: contact@iffort.com
Phone: 0120.4221295 | 0120.4355730
Facebook: facebook.com/iffort
Twitter: twitter.com/iffort

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How are business entities in India

List of industries covered

Copyright Iffort 2010 | www.iffort.com

An in-depth study of 25 brands from 7 industry verticals

Executive Summary Executive Summary

With changing times & trends, Facebook is no longer limited to just

Copyright Iffort 2010 | www.iffort.com Page 2 of 26

An in-depth study of 25 brands from 7 industry verticals

Executive Summary Methodology

Figure 1: Industry verticals

Table 1: Quantitative & Qualitative parameters

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An in-depth study of 25 brands from 7 industry verticals

Executive Summary Key Findings

Key Findings The leader-board is as follows:

Media Most popular Brand: MTV-India [522,112 Fans on 28 July]

Identified Inactive brands: Bisleri (Inactive since May 29, 2010),

Interactions per day

Figure 2: Industry Verticals – Daily Interaction Graph

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An in-depth study of 25 brands from 7 industry verticals

Publishing Brands With Highest Fan Growth Rate

Figure 4: Brands with Highest Fan Growth Rate

Most Discussed Brands

555.53 444.43 226.06 200.3

MTV-India Delhi Traffic Fastrack TataDocomo Ixigo.com

Figure 5: Most Discussed Brands

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An in-depth study of 25 brands from 7 industry verticals

Key Findings – Media

Food Chains fans and create engagement.

FMCG Discussions on varied topics involved politics, games, weather,

Channel V 173.0 64.0 2.1 2286.0 76.2

HT 805.3 25.0 0.8 538.0 17.9

ImagineTV 12.8 5.0 0.2 2208.0 73.6

Table 2: Findings – Media Vertical

Fan Growth Rate (% ) - Media

Figure 6: Fan Growth Rate – Media

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An in-depth study of 25 brands from 7 industry verticals

Methodology No. of Fans (28th July 2010)

Figure 7: No. of Fans

, a relatively new entrant (less than a year old) has a small

Some key points are:

The assessment revealed absence of post filtering as indicated by spam

The fan page of HT has almost all its wall

Though, Zee TV is enjoying a decent fan base on Facebook

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An in-depth study of 25 brands from 7 industry verticals

Key Findings – Consumer Durables

Brand No. of fans No. of posts Posts/day No. of Interactions/day

Samsung Corby 6.27 0 0.0 47 1.6

Fastrack 2928.1 25 0.8 13333 444.4

Average 1401.8 17.0 0.6 5172.0 172.4

Table 3: Findings – Consumer Durables

Fan Growth Rate (%) - Consumer Durables

Samsung Corby-India 2.94

Figure 8: Fan Growth Rate – Consumer Durables

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An in-depth study of 25 brands from 7 industry verticals

Media Fastrack 357708

Food Chains Samsung Corby-India 3955

Publishing Figure 9: No. of Fans