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

Facebook

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

Facebook

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

Twitter

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: contact@watconsult.com