flipkart social media brand audit march 2012

A Brand Audit Report on Flipkart

SOCIAL MEDIAMANAGEMENTINFRASTRUCTURE

In this report we audited the brand Flipkart.

Flipkart has a very competitive brand position

compared to the other players in the Indian

e-commerce space. Flipkart is the most talked

about brand amongst the Indian e-commerce

service providers. When compared to other for-

eign players who have their presence in India

either directly or indirectly like Amazon and

e-bay, Flipkart comes third in the amount of

activity created in the social sphere around the

brand. Amongst the competitors Myntra has the

highest opinion score while e-bay has the high-

est influence score.

Abstract

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ANALYZE & ACT | AN ACTION IS WORTH A THOUSAND FANS

Brand Name: FlipkartTime: 1st March to 31st March, 2012

About Flipkart

Flipkart is an online megastore based out of Bangalore, India. Started in 2007 by Sachin Bansal and Binny Bansal, the com-pany is one of the fastest e-commerce portal in India cater-ing to product categories like music, video, games, computers, electronics, mobile phones, health care and personal product categories.

INTRODUCTION

Started as an online bookstore, Flipkart has over 11.5 million book titles available.

Noteworthy points

Flipkart has registered sales of nearly 2.5 mil-lion items across all categories and sells more than 20,000 units per day or 14 items per min-ute.

2.5 million items sold so far 20,000 units sold per day14 items shipped every minute”

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Exhibit 1. Conversation Trend over the month during the period of observation

BUZZ TREND

During the period during when the conversation was tracked, the buzz increases towards the end of the 30 days period.

Total Conversations: 726Average Mentions per day: 23

Source: Simplify360.com

The conversation peaked on March 10, 28 and on 30 and 31st.The reason behind the increase in the quantity of buzz on the dates mentioned above is further analyzed.




Pre-Order Samsung Galaxy Ace Plus On Flipkart 10

Saturday

20Tuesday

IIM Kozhikode successfully completed placements.

28Saturday Flipkart takes over Letsbuy!!

End of Competition? 28Saturday Flipkart introduces online pur-

chase of “Goa Petrol”, India goes berserk!

Blackberry Curve 9220 spotted on Flipkart, much ahead of announcement or launch by RIM30

Friday

BEHIND THE BUZZ

10Saturday

20Tuesday

28Saturday

30Friday

While most of the rise in the activities around flipkart is due to some significant events surrounding them, the buzz on 28th March is generated by The UnReal Times which is a news satire website that publishes fictional news reports

Most of the buzz is user initiated conversation as a result of some activities by flipkart.

SOME NEWS IS BETTER THAN NO NEWS

Exhibit 2. Significant rise in buzz volumes




Exhibit 3. Day wise view of conversation around Flipkart

BEHIND THE BUZZ : Day to day conversation

Taking all channels into consideration the volume of buzz rose towards the end reaching the maximum buzz volume on Sat-urday. Audience were active on Wednesdays, subsided a little during the week and then got more acitvity on Saturdays. So, Saturday and Wednesday appears to be the best day for Flip-kart to engage with audience.

Saturday and Wednesday appears to be the best day for Flipkart to engage with audience.”

“

Among all the channels considered, Cus-tom Sites, Facebook, Twitter, Blogs and News were found to be the most popu-lar medium of conversation.

Exhibit 4: Channel Ranking




CHANNEL WISE BREAKDOWN

Detailed channel wise breakdown among the top 5 medium shows that Facebook users were active on weekdays with peak conversation around Flipkart on Wednesday.

Exhibit 5: Channel wise daily trend

For news channel, the amount of buzz remains almost con-stant throughout. In the case of Twitter conversation, more activity is observed on Saturdays. Custom site is volatile throughout while the volume of buzz is constantly high.

Channels Activity SummaryBlogs Most activity on Friday. Increase to-

wards end of the week Custom Sites Volatile but with high volumeFacebook Highest activity on WednesdayNews Constant throughoutTwitter Most activity on Saturdays

Facebook users are most active on Wednesdays.”

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Positive : 60%Negative: 8%Neutral: 32%

SENTIMENT ANALYSIS

Exhibit 6. Sentiment analysis of the conversation of all channels combined

60%

8%

32%

The overall sentiment analysis considering all the channels into account is shown in Exhibit 6. A small percentage of 8% of the customers are having negative sentiments towards the brand.

Overall Sentiment analysis

Before i write further i would suggest to you all “NOT TO BUY” Samsung Galaxy SII from “Flip-kart”. Although i was impressed by the delivery made by these guys to me, The hand set they delivered is having a lot of problems.

I am so frustrated right now that i want to cry. I purchased few goods from Flipkart which costs in total around 60 thousand ruppes. Flipkart logistics is so messed up and its customer care is a mockery. Summary: They sent me wrong product model.

flipkart.com is good and trustworthy website you can buy anything without fear from flipkart cus-tomer care is good ,service are also good ,value for money i purchased alot of products including mobile phones,laptop,books,routers etc.

I am a proud user of Flipkart since 2009. I have been buying books from flipkart - they are per-fectionists in every aspect. You can blindly buy from the site. I bought the books - Slumdog Mil-lionaire, SCJP, A shot at History..




Sentiment analysis drill down

Twitter is the medium of choice to take on the negative sen-timents about the brand, Flipkart. Facebook is used mostly for positive sentiments. Bloggers generally do not have or in other words blog negative sentiments about the brand.

Exhibit 6. Sentiment analysis of the conversation of all channels combined

Exhibit 7. Negative Sentiment ChannelsTaking the channels with negative sentiments while considering the weighted percentage in each individual channels, it is clear that Twitter is the most used medium with negative senti-ments.

News is the channel with the least negative sentiment. The amount of negative sentiments on Facebook is also negligible compared to other channels like twitter and Custom Sites.

Twitter is used heavily for tweeting negative sentiments about Flipkart.”

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WHO ARE TALKING?

Gender Demographics

Brand Flipkart has more affinity towards Male internet users contributing to almost 90% of the total sample considered.

Age Demographics

The age group of 18-35 are the most active participants in the conversation around Flipkart.

Exhibit 8: Gender Demographics

Exhibit 9: Age Demographics




WHAT THE CONVERSATION IS ALL ABOUT?

Gadgets forms a large chunk of the conversation adding up to 22% of other product categories.

Books is still the strongest topic of the conversations.

Exhibit 10. Buzz by product categories

Samsung smartphones alone are talked about more than half of all the buzz re-lated to the brand Flipkart.

Successful Apple products like, iPhone, iPad, iPod etc are talked only for a com-bined 3% of the time.

Buzz across all categories

Buzz contribution by SmartphonesExhibit 11. Buzz by Smartphones




COMPETITIVE INTELLIGENCE

Among all the major e-commerce players in India, e-Bay has half of the share on the pie of the overall buzz followed by Amazon.

Flipkart is the third largest brand being talked about in the social media space in India.

Leaving e-bay, the rest of the players in-cluding Flipkart, Amazon, Letsbuy and so on shares the remaining half of the pie in the social sphere for e-commerce players in India.

Flipkart is the larg-est Indian brand to be talked about in the social space. ”

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Exhibit 12. The Competition Pie

Exhibit 13. The Competitive Ranking




Definitions of Buzz Metric used for Benchmarking

Opinion and Influence Scores are calculated using Simplify360’s pro-priety Algorithm

Opinion Score: Opinion Score based on the sentiments of the posts towards the brand.

Influence Score: Influence Score defined by overall buzz, uniformity of the buzz over time, and diversity of buzz across channels.

OPINION AND INFLUENCE SCORE

Myntra has the highest Opinion Score which means their brand has very less negative opinions.

On the other hand, e-bay has the highest Influence score which makes it the most talked about brand among all the other competitors.

Exhibit 14. Opinion and Influence Score




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Disclaimer

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fectively implement social media in your core business functions such as marketing, sales, research

etc. It is powered by Actionable AnalyticZTM - Best analytics engine for Social Media Management

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flipkart social media brand audit march 2012

Documents

highest influence score

highest opinion score

influence score

product categories

social sphere

commerce players

sentiment analysis

negative sentiments