Flipkart Social Media Brand Audit March 2012

A Brand Audit Report on Flipkart
Abstract
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 foreign 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 highest influence score.
SOCIAL MEDIA MANAGEMENT INFRASTRUCTURE

ANALYZE & ACT | AN ACTION IS WORTH A THOUSAND FANS
INTRODUCTION
Brand Name: Flipkart Time: 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 company is one of the fastest e-commerce portal in India catering to product categories like music, video, games, computers, electronics, mobile phones, health care and personal product categories. so 2.5 million items solddayfar 20,000 units sold per Started as an online bookstore, Flipkart has over 11.5 million book titles available.
14 items shipped every minute
Noteworthy points
Flipkart has registered sales of nearly 2.5 million items across all categories and sells more than 20,000 units per day or 14 items per minute.
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BUZZ TREND
During the period during when the conversation was tracked, the buzz increases towards the end of the 30 days period. Total Conversations: 726 Average Mentions per day: 23
Exhibit 1. Conversation Trend over the month during the period of observation
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.
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BEHIND THE BUZZ

Exhibit 2. Significant rise in buzz volumes
Saturday
28
Friday
30
Saturday
10
Tuesday
20
Saturday
10
Saturday
Pre-Order Samsung Galaxy Ace Plus On Flipkart Flipkart takes over Letsbuy!! End of Competition?
Tuesday
20
Saturday
IIM Kozhikode successfully completed placements. Flipkart introduces online purchase of Goa Petrol, India goes berserk!
28
Friday
28
30
Blackberry Curve 9220 spotted on Flipkart, much ahead of announcement or launch by RIM
SOME NEWS IS BETTER THAN NO NEWS 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
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Most of the buzz is user initiated conversation as a result of some activities by flipkart.
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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 Saturday. 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 Flipkart to engage with audience.
Exhibit 3. Day wise view of conversation around Flipkart
and Saturdayto beWednesday appears the best day for Flipkart to engage with audience.
Exhibit 4: Channel Ranking
Among all the channels considered, Custom Sites, Facebook, Twitter, Blogs and News were found to be the most popular medium of conversation.
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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
Facebook users
are most active on Wednesdays.
For news channel, the amount of buzz remains almost constant 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 Blogs Custom Sites Facebook News Twitter Activity Summary Most activity on Friday. Increase towards end of the week Volatile but with high volume Highest activity on Wednesday Constant throughout Most activity on Saturdays
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SENTIMENT ANALYSIS
Overall Sentiment analysis
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.
Exhibit 6. Sentiment analysis of the conversation of all channels combined
Positive : 60% Negative: 8% Neutral: 32%
8%
60%
32%
Before i write further i would suggest to you all NOT TO BUY Samsung Galaxy SII from Flipkart. 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 customer 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 perfectionists in every aspect. You can blindly buy from the site. I bought the books - Slumdog Millionaire, SCJP, A shot at History..
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Sentiment analysis drill down

Twitter is the medium of choice to take on the negative sentiments 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
Twitter is used
heavily for tweeting negative sentiments about Flipkart.
Exhibit 7. Negative Sentiment Channels
Taking 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 sentiments. 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.
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WHO ARE TALKING?
Exhibit 8: Gender Demographics
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 9: Age Demographics
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WHAT THE CONVERSATION IS ALL ABOUT?

Buzz across all categories
Exhibit 10. Buzz by product categories
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 11. Buzz by Smartphones
Buzz contribution by Smartphones

Samsung smartphones alone are talked about more than half of all the buzz related to the brand Flipkart. Successful Apple products like, iPhone, iPad, iPod etc are talked only for a combined 3% of the time.
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COMPETITIVE INTELLIGENCE
Exhibit 12. The Competition Pie
the larg Flipkart is brand to est Indian be talked about in the social space.
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.
Exhibit 13. The Competitive Ranking
Flipkart is the third largest brand being talked about in the social media space in India. Leaving e-bay, the rest of the players including Flipkart, Amazon, Letsbuy and so on shares the remaining half of the pie in the social sphere for e-commerce players in India.
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OPINION AND INFLUENCE SCORE

Exhibit 14. 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.
Definitions of Buzz Metric used for Benchmarking Opinion and Influence Scores are calculated using Simplify360s propriety 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.
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Disclaimer
This document is solely for informational purposes. The content of this document is strictly confidential and contains proprietary information. The recipient agrees that it will use the information only for its own use and will not divulge any such information to any other party without InRev or any of its affiliates prior written consent
ABOUT SIMPLIFY360
Simplify360 is a Social Media Management SAAS Infrastructure. It enables your organisation to effectively 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
CONTACT US
InRev Systems Pvt. Ltd. 3rd Floor, 7/1 Binnamangala 100 Feet Road, Indiranagar Bangalore 560038 WWW.SIMPLIFY360.COM email: support@simplify360.com P: +91-80-40971130 M: +91-96111-22994
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A Brand Audit Report on Flipkart

SOCIAL MEDIA MANAGEMENT INFRASTRUCTURE

SOCIAL MEDIA MANAGEMENT INFRASTRUCTURE

14 items shipped every minute

SOCIAL MEDIA MANAGEMENT INFRASTRUCTURE

SOCIAL MEDIA MANAGEMENT INFRASTRUCTURE

BEHIND THE BUZZ

SOCIAL MEDIA MANAGEMENT INFRASTRUCTURE

BEHIND THE BUZZ : Day to day conversation

Exhibit 4: Channel Ranking

SOCIAL MEDIA MANAGEMENT INFRASTRUCTURE

CHANNEL WISE BREAKDOWN

are most active on Wednesdays.

SOCIAL MEDIA MANAGEMENT INFRASTRUCTURE

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

SOCIAL MEDIA MANAGEMENT INFRASTRUCTURE

Sentiment analysis drill down

heavily for tweeting negative sentiments about Flipkart.

Exhibit 7. Negative Sentiment Channels

SOCIAL MEDIA MANAGEMENT INFRASTRUCTURE

WHO ARE TALKING?

Exhibit 8: Gender Demographics

SOCIAL MEDIA MANAGEMENT INFRASTRUCTURE

WHAT THE CONVERSATION IS ALL ABOUT?

Exhibit 11. Buzz by Smartphones

Buzz contribution by Smartphones

SOCIAL MEDIA MANAGEMENT INFRASTRUCTURE

Exhibit 13. The Competitive Ranking

SOCIAL MEDIA MANAGEMENT INFRASTRUCTURE

OPINION AND INFLUENCE SCORE

SOCIAL MEDIA MANAGEMENT INFRASTRUCTURE

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