Indian e-commerce industry witnessed a landmark day on 6th October, with two e-tailing giants, Flipkart and Snapdeal, locked horns to woo consumers with interesting discounts and in turn recorded highest sales.
We take stock of various social media analytics that chart the performance of both e-commerce portals.
Taking cue from research done by TeamPumpkin, a social media and research agency, Flipkart emerged as a clear winner in terms of mentions.
As far as share of sentiment goes, Flipkart suffered owing to “failure to live up to people’s expectations in terms of discounted merchandize availability or Snapdeal’s Quiz which helped in trending #CheckSnapdealToday or people sitting across their homes and offices refreshing their pages every hour to check for an interesting deal, Indian ecommerce surely had many lessons to learn. One for sure, that you cannot take your customers for granted. Flipkart did that and was subjected to massive backlash across social media for price changes, merchandise unavailability and even technical “Page Not Found” errors. Snapdeal, in the meanwhile, did an amazing job with a well-placed quiz, hourly set of offers and neat execution of the day long activities. Another well-learnt lesson was not to spill the beans too soon. Flipkart revealed the date in advance and the competition took the best advantage of it. Nevertheless, the day ended well for both the e-commerce players with both of them clocking their highest sales, and setting up best examples for the Indian e-commerce industry,” observes TeamPumpkin’s report.
The agency’s analytics include mentions of these hashtags across Twitter, Blogs, Facebook, Instagram and News Sites - #Snapdeal & #CheckSnapdeal #BigBillionDay and #Flipkart.
With respect to influencers, the report states that Snapdeal mostly had real fans tweeting about the hashtag, which could’ve resulted in lesser impressions and mentions while Flipkart, on the other hand, had a lot of Deal ids and News people mentioning them, increasing their reach by millions.
According to a study done by Simplify360.com, that took into account the data in the preceding seven days of 6th October and compared it to the data on the big day itself, negative sentiment for Flipkart saw a rise.
Snapdeal, on the other hand, witnessed the opposite, with negative sentiment declining on 6th October.
Simplify360 study suggests Flipkart was clearly leading with mentions as opposed to Snapdeal. Data for the past seven days suggests overall mentions for Flipkart were 12511 while for Snapdeal, the number of mentions was 7351.
Here’s what the conversations looked like for Flipkart:
Here’s what the conversations looked like for Snapdeal:
Research done by Meltwater takes into consideration the frequency of posts and sentiment for #BigBillionDay vs #CheckSnapdealToday, where Flipkart again leads in terms of negative, positive, neutral as well as total number of hits.
"Through our social media listening tool Meltwater Buzz we were keeping a close eye on conversations happening on campaigns run by the two leading e-commerce companies. By 4.50 pm on 6th of October, we found Flipkart.com leading the way in number of posts majorly on Twitter followed by conversations and comments on Facebook. In fact, the number of posts on Flipkart was more than double of that on Snapdeal," said Nitin Bhatia, Director Agency Partnerships, Indian Subcontinent, Meltwater Inc.