Social Media Comparative Analysis of Key Ecommerce Brands

www.konnectsocial.com

Social Media Analysis of Key Ecommerce Portals

By Konnect Social


Industry: eCommerce

Brands Analysed: Flipkart, Snapdeal, FashionAndYou, Myntra, HomeShop18

Listening Period: July 12, 2013 to July 26, 2013

Geographies: All countries


Objective• Track and Monitor online conversations about these

brands from web and social media

• Identify Key platforms and Influencers

• Identify and highlight negative conversations about brands

• Identify how all brands are faring on social media


Key Highlights - Twitter

Flipkart Snapdeal FashionAndYou Myntra HomeShop18

Total Followers 82181 12766 12672 10727 13800

Followers Added in the 15 Day Period 534 472 70 443 311

Mentions Received 2193 512 530 1584 709


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Some Negative Tweets – All Brands


Twitter Analysis

• Flipkart

• Snapdeal

• Myntra

• Fashion and You

• Homeshop 18


Key Highlights about Flipkart - Twitter

Mentions Received 2193

Influencers Talking

1. @sidin - 1 Mention.63128 followers. Klout score, 83

2. @kanchangupta - 4 Mentions46390 followers. Klout score - 72

Maximum MentionsFriday411 mentionsBetween 3 PM to 4 PM

Total Retweets 92

Tweets with Maximum Retweets25On 19th July


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Key Highlights about Snapdeal - Twitter


Influencers Talking

1. @gulpanag - 9 Mentions645,297 followers. Klout Score, 82

2. @BajpayeeManoj - 1 Mention108,635 followers. Klout Score, 64

Maximum MentionsFriday140 mentions

Total Retweets 64



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Key Highlights about FashionAndYou - Twitter


Influencers Talking

1. @Naina - 1 Mention76,684 followers. Klout Score, 68

2. @AaStHa_M - 42 Mentions4,224 followers. Klout Score, 48

Maximum MentionsSunday201 mentions

Total Retweets 32



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Key Highlights about Myntra - Twitter


Influencers Talking@akshayrenukdas – over 40 Mentions795 followers. Klout Score, 44

Maximum MentionsWednesday423 mentions

Total Retweets 1810

Day with Maximum Retweets1583On 18th July


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Key Highlights about HomeShop18 - Twitter


Influencers Talking@Yuvlicious - over 40 Mentions1,825 followers. Klout Score, 44

Maximum MentionsMonday266 mentions

Total Retweets 287

Day with Maximum Retweets130On 15th July


Influencers ListKonnect Social lets you create a list of influencers in the industry. So we have created 2 Lists here: News Channels and Bollywood


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Influencers List (contd..)

• Total 21 Tweets for Flipkart from News Channels. None from Bollywood

• 3 For Snapdeal from News Channels. None from Bollywood

• None For FashionAndYou from News Channels or Bollywood

• 1 For Myntra from News Channels. None from Bollywood

• None For Homeshop18 from News Channels or Bollywood


Brand Comparison on TwitterMentions Over Time

Flipkart, which received maximum mentions, the week 15 Jul - 21 Jul was the most active where it received 880 mentions. In the same week Fashion and You received 224 mentions.


Brand Comparison on TwitterMost Engaged Users

Most Engaged users are the ones who mention you more frequently in their Tweets. Above are the most engaged users for each brand


Brand Comparison on Twitter

Top Users by Followers

Top users by followers are influencers in the industry (having large number of followers base)


Brand Comparison on FacebookTotal Fans

The relative share of fans: Flipkart.com - 26%, Myntra - 21%, Snapdeal - 18%, FashionAndYou - 18%, HomeShop18 - 15%


Brand Comparison on FacebookEngagement and Engagement as percentage of Fans

Snapdeal has generated maximum engagement - 52,974 which is 4.28% of the total fans (1239131)Myntra has generated least engagement - 13909 which is 0.98% of their total fans (1416185)


Brand Comparison on FacebookEngagement Over Time

Snapdeal had 22 Jul - 26 Jul as the most popular week which accounts to 18% (8851) of their total engagement.


Brand Comparison on FacebookEngagement By Post Type


Brand Comparison on YoutubeTotal Subscribers

Brand Subscribers

Flipkart 1503

Snapdeal 85

FashionAndYou 111

Myntra 574

HomeShop18 2866


Note: Report is for July month as in last 15 days there are not many videos uploaded.

Brand Comparison on YouTube (contd..)


• For Flipkart, videos less than 21 secs generate maximum views. Flipkart India had 3 videos in this duration and 1,978 total views

• Snapdeal (select Snapdeal from dropdown, chart is not shown) is not very active on youtube in last one month. No videos published.

• FashionAndyou also is not very active.

• For Myntra, videos greater than 3 mins generate maximum views. Myntra had 5 videos in this duration and 6,268 total views. Myntra published a total 6 videos in this period and deleted one.

• For HomeShop18, videos with 1.01 mins to 1.20 mins generate maximum views. Homeshop18 published 17 videos in this duration which got 2,423 total views. Few of them were deleted later.

Brand Comparison on YouTube (contd..)


Brand Comparison on Youtube


Brand Comparison on Youtube

Most Rated Videos


Key Highlights - Web

Flipkart Snapdeal HomeShop18 FashionAndYou Myntra

Total Mentions 482 458 304 64 240

BreakdownBlogs - 80.91%Forums - 0.21%News Websites - 18.88%

Blogs - 94.76%News - 5.24%

Blogs - 94%News - 6%



SentimentsNon Negative - 98%Negative - 2%

Non Negative - 97%Negative - 3%




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Summary of Results on the Web


Some Negative Results – All Brands


Results around top Keywords - Flipkart Keyword: Funding


Thank You

Social Media Comparative Analysis of Key Ecommerce Brands

Business

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