Google’s Online Shopping Festival (GOSF), which ran from December 10-12 was a massive success in terms of sales and visitors with some e-retailers reporting three or even four times as many visitors as compared to last year.
GOSF'14 exceeded expectations, say e-retailers
Perhaps more importantly for e-commerce players, the complaints that have followed similar sales during the October-November festive period were noticeably muted, making one believe that e-retailers learnt from their mistakes.
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But what were the actual conversations around GOSF’14 like?
"There had been a massive buzz on Social Media on the GOSF2014. Meltwater Buzz tracked over 25,000 conversations happened over the three day gala shopping festival. It’s interesting to note more than 75% of these conversations came from Twitter followed by Facebook,” said Nitin Bhatia, Director, Agency Partnerships, Meltwater Group.
To kickstart the event, Google organized a ‘pre-party’ with around 14 brands participating. Brands held contests with winners standing to win a Rs 2.5 lakh worth of shopping during GOSF New Delhi.
Mindshift analyzed the social stats of some of these participating brands. Asian Paints #BornToDecorate contest had a reach of 146,743 and 389,601 total impressions. Jet’s #OnCloud9W had a whopping 2,330,338 impressions. This early buzz helped generate excitement for the main event to follow. In fact, Mindshift estimates that the total potential impressions pre-GOSF would have been in excess of 2 billion and the potential reach during the event could have been 4 times this number.
"Unlike the Flipkart and Snapdeal sale earlier this year, the GOSF2014 had an extremely positive sentiment over all social media channels. There were 5500 conversations of positive sentiment and only 499 conversations indicated negative sentiment,” says Bhatia. This is validated by other research done by digital agencies. For example, Mindshift saw nearly 42% positive sentiment, with just around 8% negative sentiment, a stat it sees was much better that that last seen year.
So what were some of the other interesting insights after mining through the social data available?
"Among the plethora of companies who participated in this #72hoursofcrazy festival, we saw eBay, Tata Housing & Snapdeal buzzing in most of the conversations in the word cloud analysis in Meltwater Buzz,” says Bhatia. According to Mindshift e-retailers like Snapdeal, CouponRaja, HDFC Realty, eBay and Amazon India were the ones with the most buzz during GOSF’14.
Below are some of the top keywords over the course of the last few weeks, which denote trending hashtags on Twitter as collated by Simplify360: