Samsung was leading in social Media brand equity ranking Q1 2012 in India surveyed by NM Incites. Telecom sector dominated to social media by 8 brands out of top 20 Brand selected by NM Incite. The operators as well as mobile handset manufacturers were outstandingly utilize the social media in their favor to get folks sentiment. Among 20 selected Brands, six brands were selected from automotive sector. The social Media Brand Equity Ranking (SMBER) index is launched by NM Incite—a Nielsen/McKinsey Company. SMBER covered all the media buzz from 1st January till 31st December 2011 and targeted 400 brands in India—incorporated all the parameters that determine the social media presence of brands. NM Incites measured qualitative metrics—sentiment towards brand and breadth of presence across various platforms—as well as quantitative metrics—which comprised number of unique participants in the conversation and number of followers. NM incites index has been developed on the basis of Nielsen’s globally proprietary tools for measuring brand equity.
Managing Directors of Nielsen Media, India—Farshad Family—said, “ “The SMBER index answers some critical questions for a brand, based on engagement with company owned social media platforms, as well as the consumer’s conversation on the brand across the platforms. Brand marketers often ask us about their performance against competitors, and want to measure social media efforts beyond counting followers. This ranking approach helps provide those answers.”
Samsung Mobile Phone made an effective impression on consumers’ mind. The adaption of Android platform by the company was hottest discussion in social media– boosted the company in SMBER brand ranking. Mobile telephone manufacturers Samsung was at the top and LG and Sony Ericsson were at the 7th and 10th position respectively. Some other players like Nokia and HTC succeeded to grab 13th and 17th notch. On the other side, telecommunications service providers such as Airtel was at 14th position, followed by Vodafone and Tata Docomo, they were at the 15th and 16th positions respectively.
In Automobile segment, Ford India was at 2nd position followed by Maruti Suzuki, ranked 3rd. While other players like Mahindra & Mahindra, Volkswagen India, Hyundai Motor India, and BMW India were at 6th,8th, 11th, 19th respectively.
Nike’s “Bleed Blue” campaign during ICC world cup (2011) created a positive sentiment among the users which brought the company at the fourth position. Nike had 2 million fans during the analysis period and it was emerged as one of the most popular brand on the site. In addition to these, in E-commerce segment Flipkart succeeded to make 5th position, while, in entertainment era, Channel V was at 9th position. Besides, Nestle’s Meggie grabbed the 12th position.
Anyway, it’s pretty clear that telecommunications giants providers and mobile handset manufacturers used social media platform to acquire more public sentiments. These players utilized the platform for their favors, and that’s why, eight telecommunication brands were selected by SMBER among 20 top brands in India last year.
Source: Nielsen
