Some of the Indian Banks are effectively using social networking sites to listen and engage with customers that will help them in improving their marketing focus & target customers effectively, capturing consumer perceptions, brand building & increased product research. According to Facebook, its
India user base has more
than doubled in a year to 51 million at the end of March 2012 and Twitter has
around 15 million users in .
Most of the social media users in India are younger generation in the
age group of 18-34 years, predominantly male and are mostly inclined to use
social media for doing banking transactions. Private Banks are the most active
in using the social media with IDBI Bank (637K Likes), Axis Bank (545K likes),
ICICI Bank (475K Likes) and HDFC Bank (109K Likes) as of May 2012. Public
sector banks like SBI, etc are yet to start actively using the social media
platforms but they still have presence. India
In January 2012, ICICI Bank, India's largest private bank, launched its Your Bank Account Facebook application, which allows users to check their account balances, apply for debit cards, and other tasks like request statements and cheque books without leaving Facebook. ICICI assures its Facebook users that the app is hosted on separate ICICI bank servers and no data is transferred to Facebook as many of the social network users are concerned about privacy and data security which is hindering the active usage of banking applications on the social networking sites. HDFC Bank, one of the early adopter and with an active presence on social media space, runs the Money Matters section on its Facebook page. The bank through its Facebook page engages visitors by putting up interesting news articles, small puzzles and games to educate users about various banking tools and even posting latest offers on cards and loans at the bank. HDFC Bank even lets its customers voice their grievances on the bank’s Facebook page and responds to them within 24 hours.
Axis Bank has an active presence with highest number of likes, has interactive apps & promotional offers that allow the bank to communicate with its target audience. Brand campaign apps like Meri Zindagi ka Safar and Meri Zindagi ki Picture both have seen more than 20,000 monthly active users and bank is promoting its platinum credit cards on Facebook by integrating a movie ticket-booking transaction engine. IDBI Bank is the largest socially networked bank in the country in terms of official presence on four platforms namely Google+, Facebook, Twitter and YouTube with the largest number of fans/followers/subscribers/circles across these platforms as compared to any other peer bank in
India. IDBI social media success
formula is because of their approach which is an interesting mix of informative
content, product awareness and grievance redressal. Social Media Platforms are
an active part of IDBI marketing strategy.
Despite the fact that many Global banks are still apprehensive about offering their services and allowing customers do banking transactions using social networking applications due to data security and privacy concerns, Indian Banks majorly private banks are actively using the social media platforms to engage with customers and allow transactions through the applications. Apart from offering a low cost, effective customer engagement & marketing platform, Social Media usage through the mobile devices is also on tremendous rise as more people use their phones or mobile devices to make payments or other banking transactions through social networking sites.