Flipkart brand's Social Media Audit Report [March]

4/16/2012

© Copyrights InRev Systems 2012 | Sample Report

SIMPLIFY 360 BRAND AUDIT REPORT- FLIPKART

Brand Audit Report

http://simplify360.com/ Page 2 of 13

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Document Number

Document Title

Author Approver Revision Number

Revision Date

04-16-12-SM-FK Brand Audit Report-Flipkart

Deep Sherchan

Deep Sherchan

00 April 16, 2012

3rd Floor, 7/1 Binnamangala,

100 Feet Road, Indiranagar,

Bangalore 560038.

Contact Person: Mr. Deep Sherchan

Cell Number: +91

mailto:[email protected]

Brand Audit Report


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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31

Social Brand Buzz Trend of Flipkart

Brand Name: Flipkart

Time: 1st March to 31st March

Total Conversations: 726

Average Mentions per day: 23

Flipkart had 8% negative and 32% positive

voice on the social media. This counts for overall positive brand opinion which people have over

Flipkart.

Peak

Date Trending Topic on Flipkart

10th

March

Pre-Order Samsung Galaxy Ace Plus On

Flipkart : http://t.co/0nRc4Dj5

20 th

March

IIM Kozhikode successfully completed

placements.

28 th

March

Flipkart takes over Letsbuy!! End of

Competition ?

28 th

March

Flipkart introduces online purchase of “Goa

Petrol”, India goes berserk!....

30 th

March

Blackberry Curve 9220 spotted on Flipkart,

much ahead of announcment or launch by RIM

http://t.co/35cwbj4t

32%

60%

8%

Brand Opinion

Neutral +ve -ve

http://t.co/0nRc4Dj5

http://t.co/35cwbj4t

Brand Audit Report


Negative Opinions

1. 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.

2. 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: 1. They sent me wrong product model.

Positive Opinions

1. 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.

2. 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..

Brand Affinity Keywords for Flipkart

Common Topic of Discussion

Recommendation of new books and music on Flipkart.

Service Related issues like delivery time and quality of the product.

Price comparison of Mobile Gadgets of different Brands.

Comparison with other competitive online shopping stores.

Brand Audit Report


51%

8%

15%

17%

7%

0%

1%

1% 0%

Share of voice of other mobile brands

samsung

htc

android

nokia

blackberry

ipod

ipad

iphone

lumia

62% 12%

16%

10%

Share of Voice of different product categories on Flipkart

book

smartphone

music

laptop

BUZZ Intelligence

Most popular Brand associated with Flipkart

Samsung Galaxy is the most

popular brand associated

with Flipkart.

Other Mobile brands include

: HTC, Nokia, Blackberry

Among other Brands

relevance Nokia stands

Second most associated

brand.

Along the product categories

the most popular association

is with books and then music.

Laptop and smartphone

makes the other half of the

conversation.

Brand Audit Report


32%

22%

3% 2%

19%

22%

Brand Affinity towards competitors

ebay

amazon

myntra

yebhi

letsbuy

infibeam

Competitive Intelligence (Indian Context)

Conversation related to competitors

"@TradingRats: Flipkart.Amazon.EBay.Who's gonna take d business in India?

ttp://t.co/feaQF5cJ" LET US WHOLEHEARTED SUPPORT @FLIPKART.JAIHIND

Some online retailers like Flipkart, eBay etc. are fairly popular in India. With all these success

stories, Indian e-commerce industry is expected to grow manifold in the near future.

1%

25%

50%

2%

2%

4% 16%

Share of Voice on Social Media

Infibeam

Amazon

Ebay

Letsbuy

Myntra

Yehbhi

Flipkart

Out of all the other online

stores, Ebay and Amazon are

the most associated

competitors with Flipkart.

In addition to that, Yebhi and

Myntra are also catching up the

pace.

The buzz around Ebay and

Amazon is much higher

than that around Flipkart.

Note : Global buzz ignored.

Brand Audit Report


Social Media Buzz Benchmarking

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Infibeam Amazon Ebay Letsbuy Myntra Yehbhi Flipkart

Social Buzz Benchmarking

Opinion Score Influence Score

0

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Infibeam Amazon Ebay Letsbuy Myntra Yehbhi Flipkart

Buzz Score

Definition of Buzz Metrics used for Benchmarking

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.

Overall Buzz Definition of Buzz Metrics used for Benchmarking

is the resultant score of 2 score.

The chart shows that Myntra

has the highest Opinion Score

which means their brand has

very less negative opinions.

On the other hand, Ebay has the

highest Influence score which

makes it the most talked about

brand among all the other

competitors.

The chart shows than in the

overall Buzz Score, Ebay stands

first then Amazon and then

Flipkart.

Brand Audit Report


10%

30%

54%

5%

1%

13-17

18-25

26-35

36-45

45+

Age

Audience Intelligence

281 Unique People are talking about Flipkart on Twitter and Facebook.

88%

12%

Audience Gender distribution

MALE FEMALE

59%

41%

Audience Platform Affinity

Facebook Twitter

The research shows that people

are more actively talking about

Flipkart on Facebook than on

Twitter

Brand Audit Report


Most of the conversation related to Flipkart took place on Customsite and then on Facebook. Blogs

stood as the third most popular platform. Twitter was only 16% of overall conversation.

Custom sites are collection of specific sites. Below is the list of some site based on the number of

conversation about Flipkart. It shows that most conversation related to Flipkart took place on team-

bhp.com and mouthshut.com

15%

27%

2% 23%

0%

13%

1%

16%

3%

Overall Audience Platform Affinity

Blogs

Customsite

Discussions

Facebook

Flickr

News

Others

Twitter

Video

0 10 20 30 40 50 60 70 80

pitchonnet.com

www.moneycontrol.com

www.complaints-india.com

consumer.admanya.com

www.livemint.com

www.indiaconsumerforum.org

www.deccanherald.com

www.consumercourtforum.in

www.consumercomplaints.in

www.consumercourt.in

www.mouthshut.com

www.team-bhp.com

Brand Audit Report


Team-bhp.com is the most comprehensive and only unbiased information on user reviews. Most of

the conversation on the site was related to the purchase of electronic goods from Flipkart. Some of

the example of the conversations is below:

1. Any idea how much i can get the Galaxy Note here in Bombay for? Flipkart & others are

retailing it for 32.7k. Do i anticipate anything lower that that? Do they still give the OEM

cover along with it?

2. Hi sen2009, Did you check out ebay ? one seller with a feedback score of 100% is selling it for

31,390 another one with a rating of 99.3% for 30,799. I have had good experience with all of

them- ebay , flipkart , letsbuy.

3. How is this Dell unit (Vostro 1540) Dell Vostro 1540 Ci3/2 GB/500 GB/Linux: Flipkart.com:

Compare, Review Dell Notebook Any bad experiences with this unit for anyone ? This is

purely for home use.

4. I just happened to see that FK has started selling music on its site and I bought a few english,

hindi collections to checkout . Many are priced at just a 100 bucks. The bit rate available is

up to 320kbps which should satisfy even a die hard audiophile.

5. In one of the initial posts on this thread about Amazons Junglee killing Flipkart - It is not

really an apples to apples comparison here. Flipkart is into end to end operations where you

have peace of mind. Junglee is just a re-direction portal where you..

Top Influencers among the Audience

HBR India Fans: Reverse Innovation,

the new book from Vijay

Govindarajan and Chris Trimble is

available on flipkart.

http://t.co/J2fY2rn8

RT @chronozshre: Despite living in

an arbitrary village in N.India,

@flipkart managed to deliver

Ender's game to me in strictly < 48

hours. Take a bow, guys.

RT @AxDestruction:

@maheshmurthy @vishalgondal

@letsbuy @flipkart received my

"phone with no stone"this time.

Thanks guys http://t.co/vWR3oHYj

@Jakebinge Thanks. Please do

consider rating or reviewing the

book on Flipkart or wherever you

bought it from.

Brand Audit Report


@yohhanp thanks! It's 6K and out

of stock on Flipkart, but the

reviews all seem very, very good

@nomadshanu IKEA, Mini, BMW,

Nike Internationally Vodafone -

intl. matured market. Flipkart,

Zomato, - online business, so not

an option.

and @flipkart is selling AC's now!

:O Just when I'm going to buy

one!

RT @Benny_Dayal: Music lovers.

My album vaazhkai Dj has

launched. pls go to flipkart,nokia

music,itunes and near stores for

the album http://t.co/c4iVQwpK

@mojorojo I know the feeling.

Infibeam has some great deals but

Flipkart is Flipkart.

@srinirags i love @flipkart too :D

but i can't stand the lines the kids

are mouthing ...

Brand Audit Report


Audience Activity Analysis

Flipkart received more mentions on Wednesday than any other day. Most of this conversation took

place on Customsite and Facebook.

The chart shows that most negative opinions are expressed on Custom sites and Twitter about the

Flipkart.

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40

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60

Sun Mon Tue Wed Thu Fri Sat

Blogs

Customsite

Discussions

Facebook

Flickr

News

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250

-ve

+ve

Neutral

Brand Audit Report


Summary

The general Brand Health of Flipkart is good, though it is facing some tough competition from its

competitors like ebay and amazon on social media space. Most conversation around the flipkart are

as following:

People talk about reliable delivery but some negative comment on the quality of the

products is also found.

People area usually comparing services of flipkart and other online store.

The Brand Flipkart is more like a Brand India and is often associated with emerging India.

People are also often searching on Flipkart for the availability of certain products and

sharing their information.

The discounted sale of Samsung Galaxy was able to generate lot of conversation.

People mostly talk about book, than music and finally smartphones/gadgets.

People are also seen very keen on what would be the next thing that Flipkart would sell.

Flipkart can leverage its sales by actively participating in Forums and Blog and helping

people resolve their queries as most people are looking for information and reviews.

Business

Flipkart brand's Social Media Audit Report [March]