social media health of ecommerce players in india [report]
DESCRIPTION
This report considers the top players in the eCommerce industry and seeks to understand their digital presence in terms of social presence and online reputation.TRANSCRIPT
Social Media is a huge phenomenon
Social Media sentiments
impact consumer sentiments and thus business
eCommerce is growing faster
than ever
Hence, measuring
the health of the
Social Media
presence of
eCommerce
Portals is
pertinent to the
business they are
in and to their
stakeholders
Understanding the Need
Reach Engagement Growth
Response
TimeContent Type
Audience
Quality
This report considers the top players in the
eCommerce industry and seeks to
understand their digital presence in terms
of social presence and online reputation .
Share of
Voice
Brand
Sentiment
Online
Reputation
Source Keyword
Social
Online
8 eCommerce Players considered
because they enjoy the highest
word of mouth
Understanding the Framework
As per data collated from June 2012- December 2012
Top 3 Players – Social Media Reach
1 2 3
With over 2.1M Facebook Fans , eBaY India boasts
of the largest audience on Facebook , with Flipkart
following close.
On Twitter, Flipkart holds the top position, followed
by Jabong and eBay India.
On YouTube, HomeShop 18 is the leader amongst all
the others, followed by Flipkart.
In terms of a combined footprint, however, eBay
India enjoys the maximum reach, followed by
Flipkart and then Yebhi
Restrictions are noticed in Jabong , with the brand
restricting its fans from posting queries on the
Facebook wall, which leaves a negative impression
about the brand and acts as a conversation restrictor.
A similar trend has been seen in the case of Yebhi with
the brand keeping its profile on Twitter protected, as a
result , no one can see the tweets posted on the profile
Top 3 Players – Facebook Growth
1
2
3
eBay India and Flipkart being the most popular have a loyal Fan following, however, when it
comes to Fan Growth rate, the big players take a back seat.
Homeshop18 and Snapdeal boast of the highest growth rate in Fans, with Homeshop18
launching various campaigns (like Land of Luck) to improvise its brand positioning and
Snapdeal introducing several discounts for its consumers
Top 3 Players – Twitter Growth
1
2
3
Flipkart has maintained its lead, when it comes to community size with more than 33k
Followers. This can be attributed to the excellent services by the brand and the trust of the
customers they have managed to win
In terms of growth though, Homeshop18 is in the lead and has managed to achieve an amazing
growth rate with the help of campaigns and a healthy engagement with its audience
Myntra follows suit with the second highest growth rate in terms of followers
Snapdeal follows a city-wise approach with multiple properties for multiple cities. The brand
uses geo-targeting for its audience to offer them specific deals that they may be interested in.
Top 3 Players – Youtube Growth
Homeshop18 has maintained its lead when it
comes to gathering highest Views on the Video
sharing platform with a nice blend of content on
Youtube, right from beauty reviews, technology,
self promotional videos
ebay is next in terms of views as well as has the
highest number of subscribers
1
2
3
Top 3 Players–Overall Social Media Growth
1
2
3
Overall, considering Facebook and Twitter, the top 3 players in terms of social media growth
are Homeshop18, Snapdeal and Myntra
Homeshop18 has a small community, but with the help of effective campaigns on social
media has managed to attain a noticeable growth rate
Myntra has its Fan growth rate attributed to a lot of paid activities online (Facebook Ads)
Top 3 Players – Facebook Engagement
1
2
3
eBay India, Homeshop18 and Myntra are the flag bearers in terms of Engagement with their
audience. Each of them have made sure they have enough interactions on the page.
Myntra is well aware of the influence Bollywood has on the Indian population and audience
and has taken advantage of this for engaging with its audience
Snapdeal showcases the highest Fan growth, however, it doesn't seem to be engaging well
with its Fans. Most of the posts on the page are restricted to brand promotion, which is not
responded to well by its audience every time.
Top 3 Players – Facebook Engagement
Jabong leads this section with the highest Sharing rate and thus the
highest Amplification rate of the posts, although it is majorly attributed
to its Paid activities (a lot of Facebook ads)
Also, the high Like rate observed in the case of Yebhi.com is totally
attributed to the extensive use of Facebook ads by the brand for sales,
Like Ads, Tab Ads, Page posts Ads, Sponsored stories, etc.
Homeshop18 has a small Facebook community but has managed to
keep its audience engaged with self promotional posts, which are
mostly discounts offers. Also with its recent Land of luck campaign, it
has managed to attract a lot of eye balls.
Flipkart which has more than 1.1M Fans on Facebook, posts
interesting content, but fails to connect with the audience which is the
reason for a poor Like rate.
Top 3 Players – Twitter Engagement
1
2
3
eBay India leads the engagement race on Twitter, with an active interaction with its audience in
every aspect- customer service, proactive tweets, response to queries, etc.
Myntra comes distantly second in the league with an exceptional performance at handling the
customer queries . Also the brand gets into casual conversations with its followers unlike most
brands.
Top 3 Players – Youtube Engagement
1
2
3
Yebhi India and Myntra have performed well on Youtube when it comes to Engagement. Among all the
players, HomeShop18 has the maximum number of videos uploaded, it has minimal negative
conversations. However, Flipkart has the maximum likes on its videos, followed by eBay and Myntra.
Top 3 Players–Overall Social Media Engagement
1
2
3
Overall, considering Facebook and Twitter, the top 3 players in terms of social media
engagement are ebay, Myntra and Homeshop18
The three brands have ensured they maintain consistent engagement with their audience.
The brands converse well with their Fans when it comes to customer grievances, replies to
their queries and at times converse proactively as well
Top 3 Players – Facebook Response Time
1
2
3
Homeshop18 turns out to be the most socially devoted brand with the lowest Average
response time to customer questions on Facebook. The brand has proved itself fairly active by
responding to 29.9% of their Fan posts.
Flipkart and eBay India follow next in terms of having low average response time amongst all
the players.
On the contrary, Yebhi.com doesn’t seem to be interacting well with its audience with more
than 92% of its Fan posts not yet responded, clearly indicative of a laid back attitude towards
its customers.
Top 3 Players – Twitter Response Time
1
2
3
Homeshop18 and Flipkart clearly stand
out when it comes to actively responding
to its Followers (with most queries being
responded to within one hour of the tweet
being posted), making sure that they
respond to ~95% of queries or questions
raised by their audience within 24hrs.
Homeshop18 boasts of the shortest
turnaround time and is a tough competitor
for Flipkart, with Myntra following suit
Top 3 Players – Overall Response Time
1
2
3
Overall, considering Facebook and Twitter, the top 3 players in terms of social media growth
are Homeshop18, Snapdeal and Myntra
Homeshop18 has a small community, but with the help of effective campaigns on social
media has managed to attain a noticeable growth rate
Myntra has its Fan growth rate attributed to a lot of paid activities online (Facebook Ads)
Analysis by Content Type: Facebook
Since most brands make use of appealing pictures to post offers and deals, Photo is the most shared content, clearly justifying Facebook is a more visually driven medium for brands
Out of the total posts across the brands, ~23% constitute of admin posts. Amongst these 80% of theconversations were “about the brand” or brand related
Jabong is utilizing the page from sales perspective only, although with the help of Facebook ads it has managedto account some engagement.
Analysis by Content Type: Twitter
Platform is mainly being used for customer grievance bymost brands. Replies to queries form a major section ofthe overall tweets, while Proactive tweets by brandscomes second.
Homeshop18, Snapdeal and Flipkart top the list againwith the maximum Tweets per day as well as Tweets permonth
Flipkart , eBayIndia and Myntra have an edge withregards to personal attention to audience with not manytemplatic responses seen.
Myntra gets into friendly conversations with customersand even takes them to separate complaint forums
Analysis by Content Type: Youtube
Among all the players, HomeShop18 has the maximum number of videos uploaded and
minimum views. However, Flipkart has the maximum likes on its videos, followed by eBay and
Myntra. Flipkart has kept its content restricted to TVCs, but since the content is good enough, it
has managed to catch eyeballs. Creativity and right approach are the key points that help the
brand acquire a lead amongst its competitors
Myntra and Snapdeal recently created their channel but there is not much content found here
Most brands have restricted their videos to self promotional videos and TVCs, which is the reason
why not enough audience is engaging with them
Analysis by Audience Quality: Facebook
The most active group on Facebook belong to “Single “
category, Below 21 yrs age group, which clearly states the youngest generation is
the most active on eCommerce brand pages on
RELEVANCY
Analysis by Audience Quality: Facebook
A look at the overall demographics in India showcases that the ratio of Males to Femaleson Facebook is 3:1. This trend has been overruled by eBay India, Flipkart and Yebhi with36% of their Fans being Females. The visually appealing content regularly posted on theeBay India Facebook page has managed to grab good amount of Female eye balls, with36% of their audience being Females.
Myntra is mostly targeting the Female audience through extensive ads, however, theefforts spent on paid activities don’t seem to be fruiting well, at least in terms of the sex-ratio on the page fans
GENDER BALANCE
Overall India Demographics on Facebook
Demographics of eCommerce brands on Facebook
Analysis by Audience Quality: Twitter
Platform is mainly being used for customergrievance by most brands. Replies to queries form amajor section of the overall tweets, while Proactivetweets by brands comes second.
Tinu Cherian Abraham (@tinucherian)New cute ads from Now @flipkart I just Flipkart It!http://t.co/0dPELZad #FlipkartIt
Ashwin Sanghi(@ashwinsanghi)@ashwinsanghiHttp://twitpic.com/48d8y9 @flipkart | Twicsy, the Twitter Pics Engine
Sidin Suave-dukut(@sidin)RT @bumsonthesaddle: check out the Bike to work Guide from @flipkarthttp://bit.ly/acIkDA
The Young Marketer (@farukazi)RT @FaruKazi: Truly, Madly, Deeply [ Author Signed Copies ] http://t.co/I5OA5XSvia @flipkart
Gina Carr (@ginacarr)Top stories today via @CRXGamesInterac@monicacesana@HomeShop18
Top 5 Influencers on eCommerce brands
Audience Quality Benchmarking: Overall
Audience relevancy on Facebook showcases that Inkfruit is the clear winner with maximum
audience belonging to the most engaging group on Facebook, i.e, Males: Below 21 years of
Age.
However when it comes to Audience Value on Twitter, Flipkart is outstanding in the league
with the most potent influencers following the brand.
A Closer Look at Posting Activity
Tuesdays and Thursdaysare the most active days onFacebook. The weekdaysare found more active thanweekend.
On Twitter, Monday and Fridayturn out to be the most active daysof the week with the maximumvolume of tweets observed onthese days
For all the brands, the afternoonhours are the most active hours, with12 pm to 5 pm being the busiesthours, with maximum post volumeconcentrated in this time of the day
Analysis by Online Sentiment
E-commerce Industry
From an overall e-Commerce Industry perspective, negative sentiment stands at 48% as against positive sentiment of 13%. Rest all conversation of 39% found neutral in nature.
Maximum share of Negative conversations revolve around services, product quality, product delivery, and fraud related conversations.
E-commerce Players (Brand related)
Out of all the brands compared, Flipkart has maximum negative conversations followed by Yebhiand Homeshop18.
While comparing the positive sentiments of the brands, Jabong has managed to sustain the top position followed by Inkfruit, EBay and Yebhi.com.
Jabong has dominated all other brands with the least share of negative Conversation of 26% and maximum share of positive conversation (20% )Also, Jabong , at 54% has maximum neutralconversations to its credit.
Analysis by Social Sentiment
While comparing the social image of the brands in light of Facebook , Myntra is the brand which has least negative conversations along with maximum positive conversations
It is observed that at 40% , yebhi.com has leastnumber of negative conversations as compare to other brands while Myntra has maximum share of positive conversations on Twitter (35%)
Analysis by Share of Voice
Share of voice represents the different topics consumers are talking about. The largest share of27% conversations is all about news related topics
Share of Voice : Brand and Service
Brand Related: 90% of thebrand mentions were found tobe neutral in nature. Only 5% ofthe Brand mentions were foundnegative or positive. Maximumconversations with brandmentions were news relatedconversations. This could be apart of paid reviews by the brandor PR releases.
Flipkart found to be the onlybrand which has 50 – 50 percentof neutral and negativeconversations.
Services Related: 86% ofconversations found werenegative with conversationscentred around complaints fromconsumers about quality ofservices provided by the brands.
Share of Voice : Reviews and Product Quality
Reviews Related: Out of allconversations, 32% of theconversations were negative
9% of conversations found were neutral in nature, 59% conversations found positive
Possible reason why most of thebrand reviews found Positivecould be because of paid reviewsor PR done by the brand
Product Quality Related: Out ofoverall conversations 87% of theconversations found Negativeagainst 11% of the positiveconversations. Only 2% of theconversations found neutral innature.
Share of Voice : Delivery and Promotions
Delivery Related: Only 16% ofProducts ordered from e-commerce brands are deliveredon time. There is a huge chanceof delay in the product delivery.
As shown in the graph most ofthe brands have failed indelivering the products on time.E-Bay, Flipkart andHomeshop18 brands are toppingthe chart with 100% of negativeconversations.
Promotions Related: Out of thetotal promotions relatedconversations 57% foundnegative, 16% conversationsfound Positive and 27%Conversations found neutral innature.
A large percentage of thenegative conversations revolvearound brands like E-Bay,Inkfruit, Snapdeal, andYebhi.com
Share of Voice : Refund, Replacement, Warranty
Refund & Replacement Related:96% of the conversations foundnegative, 4% positive
Yebhi And Ebay topped thechart in replacing the productsor refunding the amount.
Warranty Related: Whilemonitoring the conversationsrelated to product warrantyissues it is observed thatmajority of the conversationshave been generated by EBay,Flipkart, Homeshop18.
Share of Voice : Stock and News
Stock Related:20% of the conversations found negative.
Where as 50% of the conversation found positive against the 30% of neutral conversation.
News Related:48% of conversations found negative.
While 13% of the conversation found positive against the 39% of neutral conversation.
Source Capture
Source Capture represents the different sources from where the data has been collected.mouthshut.com, consumerforums.in, grahakseva.com, consumercomplaints.in are the
forums where large number of consumers have registered their complaints against theecommerce Brands.
Social Media Scorecard
AND THE TOPPERS ARE
1 2 3
As per data collated from June 2012- December 2012
2nd Floor, Parijat House,1076, off Dr. E. Moses Road, Worli Naka,Mumbai-400 018, Maharashtra
Phone: 022 – 67099200 E-mail: [email protected]