Social Media Statistics - India Study 2015

1. SOCIAL MEDIA ENGAGEMENT INDIAN vs GLOBAL BRANDS A Study by:

2. Story told by IDEATELABS 1 / 4 INTERNET USERS 1 / 100 TABLET USERS 1 / 9 MOBILE INTERNET USERS 1 / 9 SOCIAL MEDIA USERS Source: BI Intelligence, IAMAI, Neilsen Figures as on December 2014 1,300,000,000 TOTAL POPULATION

3. Story told by IDEATELABS 18 Million31 Million112 Million Source: Respective Sources Top 3 Social Networks in India

4. Story told by IDEATELABS Source: Facebook Facebook in India 112 Million 99 Million 45 Million Monthly Active Mobile Monthly Active Mobile Everyday

5. Story told by IDEATELABS AVERAGE TIME THAT INTERNET USERS SPEND USING THE INTERNET EACH DAY THROUGH A DESKTOP OR LAPTOP 4H 54M 2H 36M AVERAGE TIME THAT MOBILE INTERNET USERS SPEND USING MOBILE INTERNET EACH DAY Source: GlobalWebIndex Wave 11, WeAreSocial 2H 26M AVERAGE TIME THAT SOCIAL MEDIA USERS SPEND ON SOCIAL MEDIA EACH DAY

6. Story told by IDEATELABS 10% 90% 14% 86% 74% 26% MOBILE USAGE DOMINATES SOCIAL Desktop Mobile 2% 98% Source: The Wall Street Journal, 8% 92% 46% 54%

7. Story told by IDEATELABS VIDEO DOMINATES RESEARCH Source: Forbes, MarketingProfs, Forrester 88% more time on site with Video spent by the Average Internet User marketing professionals report that Video converts better than any other medium Customers more likely to purchase a product after watching a Video about it 70% 64%

8. Story told by IDEATELABS VIDEO DOMINATES CONVERSIONS Source: ReelSEO, Unbounce 0% 100% 80% Using video on landing pages can increase conversion by Home Page videos are shown to increase conversion rates by 30% or more…

9. A REVOLUTION IN CONSUMER BEHAVIOUR

10. HOW DO INDIAN BRANDS FARE AGAINST THEIR GLOBAL COUNTERPARTS ON SOCIAL MEDIA

11. Story told by IDEATELABS METHODOLOGY

12. Story told by IDEATELABS APPROACH TOP 10 FAN PAGES ACROSS CATEGORIES vsINDIA GLOBE based on the Number of Fans on Facebook as a representative sample ENGAGEMENT LEVELS BASED ON: GROWTH IN FANS & ENGAGEMENT SCORES for the Calendar Year 2014 Category Averages for Change in Fans & Engagement was used as a comparative measure for the study.

13. Story told by IDEATELABS INDUSTRY CATEGORIES COVERED ELECTRONICSTRAVEL RETAIL AUTO FASHION ENTERTAINMENTFINANCE FOOD TELCO IT HEALTHCARE SERVICES

14. Story told by IDEATELABS KEY FINDINGS

15. Story told by IDEATELABS 21% The average Fan size of an Indian Brand Page as compared to the average Global Top Brands. 3X An Average Indian Post performs 3 times better than a Global Post in terms of the Engagement with its audience. 270% Engagement on Indian Fan Pages vs Global Fan Pages 97.6% of all Interactions happen on Posts with Pictures / Photos. This is followed by Videos, Status Updates & finally Links. 10% of all Indian Pages use Celebrity Power for their Social Strategies 86% Of all posts in India are Picture / Photo Posts, contributing 97.6% of all engagement across brands. 4X Indian Fan Pages are Shared 4 times more than Global Posts, given that Indian Fan base is only 20% of the size of Global pages. 2.5X Indian Fan Pages post 2.5 times more than global brand pages.

16. Story told by IDEATELABS Healthcare Travel (Not surprising) (Surprisingly) People talking about it 8,294 5,735 REPRESENT THE LOWEST ENGAGED CUSTOMER BASES ACROSS ALL CATEGORIES. Least Performing Categories

17. Story told by IDEATELABS Engagement by Type Virality Comments Pictures 240 249 Pictures continue to dominate the Social landscape. Highest Engagement per post in both categories Videos 99 60 Lower engagement per post compared to Pic, but the fastest growing category across all. Links 10 18 Least Performing category, but second highest in terms of usage by brands. Status 17 75 Low on Virality / Shareability, but very high engagement in terms of Responses received, second best across all. Offers 48 17 Least used Medium in India, Surprisingly Retail vertical does not use Offers at all. Extremely high on virality. Average scores per post

18. Story told by IDEATELABS UNDISPUTED King of Engagement 577 190K 1.183% Total Posts Avg Engagement per Post Engagement   Score per Post

19. Story told by IDEATELABS Scores the Highest Engagement in Content FAMILY GENRE 4X HIGHER THAN INDUSTRY AVERAGE 6,961 273 Mln 10.8 Mln Total Posts Total Responses on Posts Total Shares 5 Total Brands

20. Story told by IDEATELABS MOST SHARED GENRE 3 Matrimonial Brands amongst the TOP 10 most Shared Brands FB Users in India seeking Companionship? TREND?

21. Story told by IDEATELABS MOST SOCIAL SAVVY BRAND MAHINDRA GROUP 5 Brands in the Top 120 Pages in India

22. Story told by IDEATELABS CELEBRITY POWER 10% of the brands use Celebrities clout for their Social Strategies Average Post Engagement Scores Lower than India Average NOTE: does not include entertainment channels

23. Story told by IDEATELABS FESTIVE SEASON IRONY LOWEST Posts by   Brands HIGHEST Engagement by Customers Oct - Dec Period

24. Story told by IDEATELABS TRYST WITH WEEKENDS LOWEST Posts by   Brands HIGHEST Engagement by Customers Sat - Sun Period

25. India Social

26. Story told by IDEATELABS Fans on FB 27% Average No. of Fans per Page January 01, 2014 -‐ December 31, 2014 Growth over the year 5,465,020 819,472 4,424,507 2,948,967 7,777,474 2,035,032 6,415,366 4,454,566 9,137,521 764,549 430,783 1,863,319 20.36% 15.85% 32.43% 24.91% 11.49% 29.28% 24.81% 19.46% 48.33% 31.55% 17.90% 27.62% Avg. Fans per Vertical on 31st Dec Growth over 2014

27. Story told by IDEATELABS Fans on FB January 01, 2014 -‐ December 31, 2014 Page Engagement Average PTAT as on Dates 70,143 5,735 174,316 42,743 73,083 30,837 104,243 43,396 564,154 29,551 8,294 25,609 -0.50% 15.12% 68.44% 15.75% 7.23% 7.67% 29.15% 26.31% 18.02% 60.88% 30.61% -27.83% Avg. PTAT per Vertical on 31st Dec Growth / Decline over 2014

28. Story told by IDEATELABS Fans on FB January 01, 2014 -‐ December 31, 2014 Content Engagement 1,226Average Posts 6,616,964Average Interactions 6,153,565 234,972 228,427 Total Likes Total Comments Total Shares Average Statistics per Brand Page across Top 120 Indian Brands

29. Story told by IDEATELABS Vital Stats January 01, 2014 -‐ December 31, 2014 Fastest Growing Brand Pages 2 Comedy Nights Kapil 5 Satyameva Jayate BY TOTAL NUMBER OF FANS ADDED IN 2014 3 Colors TV 1 Nescafe India 4 Nat Geo India 6 Bindass TV 7 9XM 8 Aircel India 9 Zoom TV 10 Dove

30. Story told by IDEATELABS Vital Stats January 01, 2014 -‐ December 31, 2014 Top 10 Brand Pages BASED ON AVERAGE POST ENGAGEMENT 1 Comedy Nights Kapil 2 Nat Geo Channel 7 Colors TV 5 Zoom TV 10 Bindass TV 4 Vicks India 3 Gillette India 6 Mahindra XUV500 9 Jaguar India 8 Mahindra Scorpio

31. Story told by IDEATELABS Vital Stats January 01, 2014 -‐ December 31, 2014 Top 10 Brand Pages 1 Microsoft Lumia India 2 Freshers Live 3 Shaadi.com 4 OLX.in 5 Samsung Mobile India 6 Yepme Shopping 7 Bharat Matrimony 8 ICICI Bank 9 LIC India Forever 10 Jeevan Saathi BASED ON VIRALITY OF CONTENT* * Does not include Media Brand Pages

32. Story told by IDEATELABS Vital Stats January 01, 2014 -‐ December 31, 2014 Top 10 Brand Pages BASED ON VIRALITY OF CONTENT* * Only Media Brand Pages 1 Bindass TV 2 Nat Geo Channel 3 Zoom TV 4 AajTak 7 Colors TV 6 Comedy Nights Kapil 8 Satyameva Jayate 10 9XM 9 MTV Roadies 5 MTV India

33. India Globev/s

34. Story told by IDEATELABS India Global Growth in Fans India vs Globe - Year 2014

35. Story told by IDEATELABS Growth in Fans India vs Globe - Year 2014 Avg. No. of Fans - INDIA 3,878,048 Fan Growth across Category 27.09% Avg. No. of Fans - GLOBAL 18,548,038 Fan Growth across Category 17.60% Avg. PTAT - INDIA 97,675 Fan Growth across Category 24.83% Avg. PTAT - GLOBAL 1,78,287 Fan Growth across Category 19.43%

36. Story told by IDEATELABS India Global India Global Electronics -0.5% 25.3% Food 29.2% 43.5% Travel 15.1% 49.1% Services -27.8% 11.9% Retail 68.4% 12.5% Telco 26.3% 28.9% Auto 15.8% 5.5% Media 18.0% -32.9% Fashion 7.2% 11.2% IT 60.9% 9.5% Finance 7.8% 45.3% Healthcare 30.6% 22.2% India Performs Weaker India Performs Better Engagement India vs Globe - Year 2014

37. Story told by IDEATELABS Post India vs Globe - Year 2014 Post Type % share # of Post Status 2.87% 3,367 Photo 85.64% 1,00,350 Link 7.71% 9,037 Video 3.71% 4,347 Others 0.06% 74 Post Type % share # of Post Status 4.48% 3,149 Photo 76.89% 54,062 Link 10.11% 7,110 Video 8.40% 5,909 Others 0.11% 78 INDIA GLOBE

38. Story told by IDEATELABS Post India vs Globe - Year 2014 Avg. Engagement per Post 0.14% Avg. Engagement per Post 0.04% On an Average an Indian Post is shared more than a Global Post2.5X

39. Auto

40. Story told by IDEATELABS January 01, 2014 -‐ December 31, 2014 Avg. No. of Fans 2,948,967 Fan Growth across Category 24.91% Auto Avg. No. of Fans 12,485,371 Fan Growth across Category 34.23% India vs Global FB Pages Avg. Page Engagement Rate 1.45% Growth in Engagement Rate 15.75% Avg. Page Engagement Rate 1.30% Growth in Engagement Rate 5.51% based on FANS BRANDS TOP3 based on ENGAGEMENT

41. Story told by IDEATELABS Auto 17.9% Average No. of Fans 572 InteractionsContentFans Average Posts per brand 1,917,446Average Interactions per brand 1,855,498 23,015 38,933 January 01, 2014 -‐ December 31, 2014 Page Engagement Rate Vital Stats - India Interactions on Page

42. Story told by IDEATELABS Owner Posts by Month 0 150 300 450 600 Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Auto January 01, 2014 -‐ December 31, 2014 Distribution of Posts Post Type # of Post % share # Reactions % share Photo 5,109 89.30% 18,279,142 95.33% Video 459 8.02% 791,976 4.13% Link 115 2.06% 89,010 0.46% Status 36 63.00% 4,811 0.03% Performance Owner Posts

43. Electronics

44. Story told by IDEATELABS January 01, 2014 -‐ December 31, 2014 Avg. No. of Fans 54,65,020 Fan Growth across Category 20.36% Electronics Avg. No. of Fans 2,42,80,033 Fan Growth across Category 13.40% India vs Global FB Pages Avg. Page Engagement Rate 1.28% Growth in Engagement Rate -0.50% Avg. Page Engagement Rate 1.00% Growth in Engagement Rate 25.31% based on FANS BRANDS TOP3 based on ENGAGEMENT

45. Story told by IDEATELABS Electronics 20.4% Average No. of Fans 787 InteractionsContentFans Average Posts per brand 4,546,524Average Interactions per brand 4,357,843 91,881 96,800 January 01, 2014 -‐ December 31, 2014 Page Engagement Rate Vital Stats - India Interactions on Page

46. Story told by IDEATELABS Owner Posts by Month 0 200 400 600 800 Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Electronics January 01, 2014 -‐ December 31, 2014 Distribution of Posts Post Type # of Post % share # Reactions % share Photo 6,996 88.90% 44,079,619 96.95% Video 524 6.70% 734,586 1.62% Link 234 3.00% 603,091 1.33% Status 118 1.50% 47,946 0.11% Performance Owner Posts

47. Lifestyle

48. Story told by IDEATELABS January 01, 2014 -‐ December 31, 2014 Avg. No. of Fans 7,777,474 Fan Growth across Category 11.49% Lifestyle based on FANS Avg. No. of Fans 24,193,784 Fan Growth across Category 19.13% India vs Global FB Pages BRANDS TOP3 Avg. Page Engagement Rate 0.94% Growth in Engagement Rate 7.23% Avg. Page Engagement Rate 0.59% Growth in Engagement Rate 11.17% based on ENGAGEMENT

49. Story told by IDEATELABS Lifestyle 11.5% Average No. of Fans 542 InteractionsContentFans Average Posts per brand 1,405,900Average Interactions per brand 1,364,869 21,789 19,243 January 01, 2014 -‐ December 31, 2014 Page Engagement Rate Vital Stats - India Interactions on Page

50. Story told by IDEATELABS Owner Posts by Month 0 150 300 450 600 Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Lifestyle January 01, 2014 -‐ December 31, 2014 Distribution of Posts Post Type # of Post % share # Reactions % share Photo 5,041 93.00% 12,643,283 89.90% Video 165 3.00% 604,784 4.30% Link 75 1.40% 778,951 5.50% Status 139 2.60% 31,984 0.20% Performance Owner Posts

51. Finance

52. Story told by IDEATELABS January 01, 2014 -‐ December 31, 2014 Avg. No. of Fans 2,035,032 Fan Growth across Category 29.28% Finance based on FANS Avg. No. of Fans 65,78,698 Fan Growth across Category 26.03% India vs Global FB Pages BRANDS TOP3 Avg. Page Engagement Rate 1.52% Growth in Engagement Rate 7.67% Avg. Page Engagement Rate 2.77% Growth in Engagement Rate 45.28% based on ENGAGEMENT

53. Story told by IDEATELABS Finance 29.3% Average No. of Fans 491 InteractionsContentFans Average Posts per brand 708,626Average Interactions per brand 646,629 19,918 42,079 January 01, 2014 -‐ December 31, 2014 Page Engagement Rate Vital Stats - India Interactions on Page

54. Story told by IDEATELABS Owner Posts by Month 0 150 300 450 600 Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Finance January 01, 2014 -‐ December 31, 2014 Distribution of Posts Post Type # of Post % share # Reactions % share Photo 4,124 84.00% 6,530,931 92.20% Video 481 9.80% 475,732 6.70% Link 215 4.40% 58,588 0.80% Status 90 1.80% 21,007 0.30% Performance Owner Posts

55. Food

56. Story told by IDEATELABS January 01, 2014 -‐ December 31, 2014 Avg. No. of Fans 6,415,366 Fan Growth across Category 24.81% Food based on FANS Avg. No. of Fans 36,966,209 Fan Growth across Category 26.03% India vs Global FB Pages BRANDS TOP3 Avg. Page Engagement Rate 1.62% Growth in Engagement Rate 29.15% Avg. Page Engagement Rate 1.57% Growth in Engagement Rate 43.47% based on ENGAGEMENT

57. Story told by IDEATELABS Food 24.8% Average No. of Fans 490 InteractionsContentFans Average Posts per brand 818,708Average Interactions per brand 749,566 43,457 25,684 January 01, 2014 -‐ December 31, 2014 Page Engagement Rate Vital Stats - India Interactions on Page

58. Story told by IDEATELABS Owner Posts by Month 0 150 300 450 600 Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Food January 01, 2014 -‐ December 31, 2014 Distribution of Posts Post Type # of Post % share # Reactions % share Photo 4,408 93.30% 6,503,288 82.20% Video 155 3.30% 1,297,908 16.40% Link 54 1.10% 77,699 1.00% Status 106 2.20% 30,705 0.40% Performance Owner Posts

59. I.T.

60. Story told by IDEATELABS January 01, 2014 -‐ December 31, 2014 Avg. No. of Fans 764,549 Fan Growth across Category 31.55% IT based on FANS Avg. No. of Fans 14,543,702 Fan Growth across Category 26.03% India vs Global FB Pages BRANDS TOP3 Avg. Page Engagement Rate 1.62% Growth in Engagement Rate 29.15% Avg. Page Engagement Rate 1.57% Growth in Engagement Rate 43.47% based on ENGAGEMENT

61. Story told by IDEATELABS IT 24.8% Average No. of Fans 846 InteractionsContentFans Average Posts per brand 112,758Average Interactions per brand 98,415 4,888 9,455 January 01, 2014 -‐ December 31, 2014 Page Engagement Rate Vital Stats - India Interactions on Page

62. Story told by IDEATELABS Owner Posts by Month 0 175 350 525 700 Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec IT January 01, 2014 -‐ December 31, 2014 Distribution of Posts Post Type # of Post % share # Reactions % share Photo 4,163 61.50% 703,658 78.00% Video 367 5.40% 91,216 10.10% Link 2,056 30.40% 83,516 9.30% Status 185 2.70% 23,671 2.60% Performance Owner Posts

63. Services

64. Story told by IDEATELABS January 01, 2014 -‐ December 31, 2014 Avg. No. of Fans 1,863,319 Fan Growth across Category 27.62% Services based on FANS Avg. No. of Fans 3,883,522 Fan Growth across Category 30.48% India vs Global FB Pages BRANDS TOP3 Avg. Page Engagement Rate 1.37% Growth in Engagement Rate -27.83% Avg. Page Engagement Rate 0.81% Growth in Engagement Rate 11.85% based on ENGAGEMENT

65. Story told by IDEATELABS Services 27.6% Average No. of Fans 4,436 InteractionsContentFans Average Posts per brand 1,398,693Average Interactions per brand 1,142,558 117,430 138,705 January 01, 2014 -‐ December 31, 2014 Page Engagement Rate Vital Stats - India Interactions on Page

66. Story told by IDEATELABS Owner Posts by Month 0 750 1500 2250 3000 Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Services January 01, 2014 -‐ December 31, 2014 Distribution of Posts Post Type # of Post % share # Reactions % share Photo 15,192 77.50% 10,747,977 93.00% Video 174 0.90% 85,198 0.70% Link 2,317 11.80% 257,753 2.20% Status 1,932 9.90% 464,393 4.05% Performance Owner Posts

67. Telco

68. Story told by IDEATELABS January 01, 2014 -‐ December 31, 2014 Avg. No. of Fans 4,454,566 Fan Growth across Category 19.46% Telco based on FANS Avg. No. of Fans 5,866,492 Fan Growth across Category 29.93% India vs Global FB Pages BRANDS TOP3 Avg. Page Engagement Rate 0.97% Growth in Engagement Rate 26.31% Avg. Page Engagement Rate 1.58% Growth in Engagement Rate 28.91% based on ENGAGEMENT

69. Story told by IDEATELABS Telco 19.5% Average No. of Fans 626 InteractionsContentFans Average Posts per brand 818,708Average Interactions per brand 749,566 43,457 25,684 January 01, 2014 -‐ December 31, 2014 Page Engagement Rate Vital Stats - India Interactions on Page

70. Story told by IDEATELABS Owner Posts by Month 0 175 350 525 700 Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Telco January 01, 2014 -‐ December 31, 2014 Distribution of Posts Post Type # of Post % share # Reactions % share Photo 5,639 91.20% 13,769,440 86.70% Video 340 5.50% 1,069,335 6.70% Link 149 2.40% 1,014,452 6.40% Status 53 0.90% 36,491 0.20% Performance Owner Posts

71. Healthcare

72. Story told by IDEATELABS January 01, 2014 -‐ December 31, 2014 Avg. No. of Fans 430,783 Fan Growth across Category 17.90% Healthcare Avg. No. of Fans 1,326,043 Fan Growth across Category 14.34% India vs Global FB Pages Avg. Page Engagement Rate 1.93% Growth in Engagement Rate 30.61% Avg. Page Engagement Rate 1.00% Growth in Engagement Rate 22.18% based on FANS BRANDS TOP3 based on ENGAGEMENT

73. Story told by IDEATELABS Healthcare 17.9% Average No. of Fans 517 InteractionsContentFans Average Posts per brand 198,759Average Interactions per brand 182,062 7,354 9,344 January 01, 2014 -‐ December 31, 2014 Page Engagement Rate Vital Stats - India Interactions on Page

74. Story told by IDEATELABS Owner Posts by Month 0 150 300 450 600 Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Healthcare January 01, 2014 -‐ December 31, 2014 Distribution of Posts Post Type # of Post % share # Reactions % share Photo 3,881 93.8% 15,63,646 98.3% Video 87 2.1% 12,289 0.8% Link 107 2.6% 12,592 0.8% Status 61 1.5% 1,547 0.1% Performance Owner Posts

75. Entertainment

76. Story told by IDEATELABS January 01, 2014 -‐ December 31, 2014 Avg. No. of Fans 9,137,521 Fan Growth across Category 48.33% Entertainment Avg. No. of Fans 67,418,725 Fan Growth across Category 12.82% India vs Global FB Pages Avg. Page Engagement Rate 6.17% Growth in Engagement Rate 18.02% Avg. Page Engagement Rate 0.56% Growth in Engagement Rate -32.88% based on FANS BRANDS TOP3 based on ENGAGEMENT

77. Story told by IDEATELABS Entertainment 48.3% Average No. of Fans 2,181 InteractionsContentFans Average Posts per brand 63,475,005Average Interactions per brand 58,854,162 2,343,042 2,277,801 January 01, 2014 -‐ December 31, 2014 Page Engagement Rate Vital Stats - India Interactions on Page

78. Story told by IDEATELABS Owner Posts by Month 0 500 1000 1500 2000 Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Entertainment January 01, 2014 -‐ December 31, 2014 Distribution of Posts Post Type # of Post % share # Reactions % share Photo 17,900 91.20% 567,499,087 99.30% Video 1,221 6.20% 2,721,860 0.50% Link 373 1.90% 847,276 0.15% Status 93 0.50% 171,523 0.03% Performance Owner Posts

79. Retail

80. Story told by IDEATELABS January 01, 2014 -‐ December 31, 2014 Avg. No. of Fans 4,424,507 Fan Growth across Category 32.43% Retail Avg. No. of Fans 19,532,193 Fan Growth across Category 10.52% India vs Global FB Pages Avg. Page Engagement Rate 3.94% Growth in Engagement Rate 68.44% Avg. Page Engagement Rate 0.49% Growth in Engagement Rate 12.51% based on FANS BRANDS TOP3 based on ENGAGEMENT

81. Story told by IDEATELABS Retail 32.4% Average No. of Fans 2,594 InteractionsContentFans Average Posts per brand 2,980,991Average Interactions per brand 2,841,400 92,850 46,741 January 01, 2014 -‐ December 31, 2014 Page Engagement Rate Vital Stats - India Interactions on Page

82. Story told by IDEATELABS Owner Posts by Month 0 200 400 600 800 Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Retail January 01, 2014 -‐ December 31, 2014 Distribution of Posts Post Type # of Post % share # Reactions % share Photo 22,571 87.00% 25,197,476 84.50% Video 226 0.90% 531,759 1.80% Link 2,904 11.20% 4,035,638 13.50% Status 236 0.90% 45,039 0.20% Performance Owner Posts

83. Travel

84. Story told by IDEATELABS January 01, 2014 -‐ December 31, 2014 Travel India vs Global FB Pages Avg. No. of Fans 819,472 Fan Growth across Category 15.85% based on FANS Avg. No. of Fans 5,501,723 Fan Growth across Category 34.91% BRANDS TOP3 Avg. Page Engagement Rate 0.70% Growth in Engagement Rate 15.12% Avg. Page Engagement Rate 2.41% Growth in Engagement Rate 49.31% based on ENGAGEMENT

85. Story told by IDEATELABS Travel 15.9% Average No. of Fans 626 InteractionsContentFans Average Posts per brand 206,428Average Interactions per brand 189,607 6,758 10,063 January 01, 2014 -‐ December 31, 2014 Page Engagement Rate Vital Stats - India Interactions on Page

86. Story told by IDEATELABS Owner Posts by Month 0 175 350 525 700 Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Travel January 01, 2014 -‐ December 31, 2014 Distribution of Posts Post Type # of Post % share # Reactions % share Photo 5,326 85.00% 1,850,884 89.70% Video 148 2.40% 112,658 5.50% Link 439 7.00% 61,248 3.00% Status 350 5.60% 39,488 1.90% Performance Owner Posts

87. Industry Quotes

88. Story told by IDEATELABS We sent a small questionnaire to some of the Marketing Heads of the 120 Brands featured herein. To understand their vision for the year 2015 and how they see their brands engaging with their customers. …Quotable Quotes

89. Story told by IDEATELABS Sanjay Tripathy Senior Executive Vice President The overall objective for this year is to make HDFC Life a digitally "approachable" brand for our customers. “ ”

90. Story told by IDEATELABS Sagnik Ghosh Vice President & Head Marketing We will continue with our strategy of building engagement with our fans through content which adds value to their lives “ ”

91. Story told by IDEATELABS Evolve from being the largest automotive community in India to the most engaged automotive community. “ ” Vivek Nayar CMO Mahindra Auto

92. Story told by IDEATELABS We do not see a correlation between the size of the fanbase and business. The key metric for us is engagement rate. “ ”Deepali Naair CMO Club Mahindra

93. Story told by IDEATELABS The mantra is to constantly engage with platform partners directly for implementation of strategic and innovative initiatives. “ ”Belson Coutinho VP - Marketing, E Commerce & Innovations

94. Story told by IDEATELABS Talk to us for a detailed metrics of each Vertical and a synopsis of the Survey from CMO’s across genres. social@ideate.email write to us at:

95. Legend

96. Story told by IDEATELABS The Measure Metrics Explained Total Fans  Total number of Page’s Fans over 2014.    Growth of Total Fans  Shows the increase or decrease in Fans during 2014.    Total Fan Count  The total number of Fans on the 31st December 2014.    Change in Fans  Shows the total change in Fans during a selected time range.    Virality / Shareability  Shows the total number of Shares of Page’s content on specific days during a monitored period of time. Each bar on the graph represents the daily values of these Shares. The line represents the cumulative number of all Shares from the beginning of the chosen period.  Owner Posts by day  Shows the number of posts made by the page’s administrators by day during a selected time range.    Avg Posts per day  Shows the average number of posts made by a page administrator per day during a selected time range.    Post Types  The post type is either a status, link, photo, video, album, application, swf, music, or event.    Most Engaging Post Types  This shows the Engagement Rates and Interactions of each post type during a selected time range. Page Engagement Rate  Shows the evolution of both the 7 day and the 30 day moving average of the Daily Page Engagement Rate during a selected time range. It is calculated from the average of all daily values of Daily Page Engagement Rates in the last 7 or 30 day period.    Post Engagement Rate  This shows the total number of Interactions (Likes, Comments and Shares) per post during a selected time range.  Average Post Engagement Rate  Shows what the Average Post Engagement Rate was for each post during a selected time period. It is calculated as the sum of Post Engagement Rates for each respective day of the week (Monday through Sunday), divided by the total number of Fans on that day during the selected time period.    Total Interactions  Shows the total Interactions (Likes, Comments and Shares) during a selected time range. 

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