According to a recent report by NM Incite, Maruti Suzuki has replaced Samsung to rank as the top most Indian brand in the social media space. Maruti Suzuki enjoys strong sentiments and high volumes of conversations on auto forums that include blogs, boards and social media sites Facebook, Twitter and YouTube, the report said.
Prashant Singh, MD, Media, Nielsen India said,” It is important to note the synergy between the offline and online reputation of Maruti Suzuki. Strong offline brand equity helps boost online conversations and sentiment. There is a strong brand advocacy online, with users engaging across social channels about brand initiatives like price changes and product launches”.
Nokia, brand IPL and Cafe Coffee Day make up the rest of the top five. According to the report, though IPL is a new entry, its inclusion in the top 20 is driven by its performance on video sharing site YouTube. This led to high engagement levels on social media in the run-up to the IPL for the year.
“Social media continues to be an integral part of our overall brand strategy. We have and continue to run innovative social media campaigns for our products like mobiles, smart televisions and other products which are giving us a strong presence in social media,” said Asim Warsi , VP, Samsung India. The Korean company’s spends on social media have doubled in the past one year.
Though the telecom sector has a strong presence with nine brands in the top 20, the fact that customer complaints are not being answered promptly has increased their negative sentiment. FMCG and food companies are new entrants on the list. Apart from Maruti Suzuki, the other auto brands in the top 20 include Mahindra & Mahindra at the eighth spot and Ford India which is ranked tenth.
About NM Incite
NM Incite is a joint venture between Nielsen and McKinsey & Company, bringing to bear deep expertise in measurement science and management consulting. As one of the largest global leaders in applying social media to solve marketing problems, NM Incite operates in over 30 markets, including the United States, Canada, United Kingdom, Germany, China, India, Japan and Australia.