2. Understanding the Need
Hence, measuring
the health of the
Social Media is a
huge phenomenon
Social Media
presence of
eCommerce
Social Media Portals is
eCommerce is sentiments
growing faster impact consumer pertinent to the
than ever sentiments and
thus business business they are
in and to their
stakeholders

3. 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 .
Social
Reach Engagement Growth
Response Audience
Content Type
Time Quality
Online
Share of Brand Online
Voice Sentiment Reputation
8 eCommerce Players considered
because they enjoy the highest
Source Keyword word of mouth
As per data collated from June 2012- December 2012
Understanding the Framework

4. Top 3 Players – Social Media Reach
1 2 3
With over 2.1M Facebook Fans , eBaY India boasts Restrictions are noticed in Jabong , with the brand
of the largest audience on Facebook , with Flipkart restricting its fans from posting queries on the
following close. Facebook wall, which leaves a negative impression
about the brand and acts as a conversation restrictor.
On Twitter, Flipkart holds the top position, followed
by Jabong and eBay India. A similar trend has been seen in the case of Yebhi with
the brand keeping its profile on Twitter protected, as a
On YouTube, HomeShop 18 is the leader amongst all
result , no one can see the tweets posted on the profile
the others, followed by Flipkart.
In terms of a combined footprint, however, eBay
India enjoys the maximum reach, followed by
Flipkart and then Yebhi

5. 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

6. 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.

7. Top 3 Players – Youtube Growth
1
2
3
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

8. 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)

9. 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.

10. 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.

11. 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.

12. 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.

13. 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

14. 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.

15. 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

16. 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)

17. 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 the
conversations 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 managed
to account some engagement.

18. Analysis by Content Type: Twitter
Platform is mainly being used for customer grievance by
most brands. Replies to queries form a major section of
the overall tweets, while Proactive tweets by brands
comes second.
Homeshop18, Snapdeal and Flipkart top the list again
with the maximum Tweets per day as well as Tweets per
month
Flipkart , eBayIndia and Myntra have an edge with
regards to personal attention to audience with not many
templatic responses seen.
Myntra gets into friendly conversations with customers
and even takes them to separate complaint forums

19. 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

20. Analysis by Audience Quality: Facebook
RELEVANCY
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

21. Analysis by Audience Quality: Facebook
GENDER BALANCE
Overall India Demographics on
Demographics of eCommerce brands on Facebook
Facebook
A look at the overall demographics in India showcases that the ratio of Males to Females
on Facebook is 3:1. This trend has been overruled by eBay India, Flipkart and Yebhi with
36% of their Fans being Females. The visually appealing content regularly posted on the
eBay India Facebook page has managed to grab good amount of Female eye balls, with
36% of their audience being Females.
Myntra is mostly targeting the Female audience through extensive ads, however, the
efforts spent on paid activities don’t seem to be fruiting well, at least in terms of the sex-
ratio on the page fans

22. Analysis by Audience Quality: Twitter
Platform is mainly being used for customer
grievance by most brands. Replies to queries form a
major section of the overall tweets, while Proactive
tweets by brands comes second.
Top 5 Influencers on eCommerce brands
The Young Marketer Gina Carr (@ginacarr)
Ashwin Sanghi Sidin Suave-dukut
Tinu Cherian Abraham (@farukazi) Top stories today
(@ashwinsanghi) (@sidin)
(@tinucherian) RT @FaruKazi: Truly, via @CRXGamesInterac
@ashwinsanghi RT @bumsonthesaddle:
New cute ads from Madly, Deeply [ Author @monicacesana
Http://twitpic.com/48d8y9 check out the Bike to
Now @flipkart I just Signed Copies @HomeShop18
@flipkart | Twicsy, the work Guide
Flipkart It! ] http://t.co/I5OA5XS
from @flipkart
http://t.co/0dPELZad #Flip Twitter Pics Engine via @flipkart
http://bit.ly/acIkDA
kartIt

23. 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.

24. A Closer Look at Posting Activity
Tuesdays and Thursdays
are the most active days on
Facebook. The weekdays
are found more active than
weekend.
On Twitter, Monday and Friday
turn out to be the most active days
of the week with the maximum
volume of tweets observed on
these days
For all the brands, the afternoon
hours are the most active hours, with
12 pm to 5 pm being the busiest
hours, with maximum post volume
concentrated in this time of the day

25. 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
38% 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, Jabong has maximum
negative conversations followed by Myntra, Inkfruit
and Snapdeal.com.
While comparing the positive sentiments of the
brands, Jabong has also managed to sustain the top
position followed by Inkfruit, EBay and Yebhi.com.
Yebhi.com has dominated all other brands with the
least share of negative Conversation of 28% and also
shared 16% of positive conversation in over all
industry sentiment.
Flipkart , at 64% has maximum neutral conversations
to its credit.

26. 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 least
number of negative conversations as compare to
other brands while Myntra has maximum share of
positive conversations on Twitter (35%)

27. Analysis by Share of Voice
Share of voice represents the different topics consumers are talking about. The largest share of
27% conversations is all about news related topics

28. Share of Voice : Brand and Service
Brand Related: 90% of the
brand mentions were found to
be neutral in nature. Only 5% of
the Brand mentions were found
negative or positive. Maximum
conversations with brand
mentions were news related
conversations. This could be a
part of paid reviews by the brand
or PR releases.
Flipkart found to be the only
brand which has 50 – 50 percent
of neutral and negative
conversations.
Services Related: 86% of
conversations found were
negative with conversations
centred around complaints from
consumers about quality of
services provided by the brands.

29. Share of Voice : Reviews and Product Quality
Reviews Related: Out of all
conversations, 32% of the
conversations were negative
9% of conversations found
were neutral in nature, 59%
conversations found positive
Possible reason why most of the
brand reviews found Positive
could be because of paid reviews
or PR done by the brand
Product Quality Related: Out of
overall conversations 87% of the
conversations found Negative
against 11% of the positive
conversations. Only 2% of the
conversations found neutral in
nature.

30. Share of Voice : Delivery and Promotions
Delivery Related: Only 16% of
Products ordered from e-
commerce brands are delivered
on time. There is a huge chance
of delay in the product delivery.
As shown in the graph most of
the brands have failed in
delivering the products on time.
E-Bay, Flipkart and
Homeshop18 brands are topping
the chart with 100% of negative
conversations.
Promotions Related: Out of the
total promotions related
conversations 57% found
negative, 16% conversations
found Positive and 27%
Conversations found neutral in
nature.
A large percentage of the
negative conversations revolve
around brands like E-Bay,
Inkfruit, Snapdeal, and
Yebhi.com

31. Share of Voice : Refund, Replacement, Warranty
Refund & Replacement Related:
96% of the conversations found
negative, 4% positive
Yebhi And Ebay topped the
chart in replacing the products
or refunding the amount.
Warranty Related: While
monitoring the conversations
related to product warranty
issues it is observed that
majority of the conversations
have been generated by EBay,
Flipkart, Homeshop18.

32. 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.

33. 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 the
ecommerce Brands.

34. Social Media Scorecard
As per data collated from June 2012- December 2012
AND THE TOPPERS ARE
1 2 3

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