According to a social media analysis on the big online sale this festive season, Flipkart and Snapdeal hogged the mentions, while Amazon gave a slow but steady competition to the top two players
BestMediaInfo Bureau | Delhi | October 23, 2015
The country’s major shopping portals embarked on big online sale war to tap the festival buying frenzy. Mumbai-based digital and PR agency Team Pumpkin has unveiled a social media analysis report covering the period between September 13 and 17, 2015. This period saw one of the biggest festive sales in India, with the three major e-commerce players – Flipkart, Snapdeal and Amazon – declaring a price war against each other for maximum consumer traction.
The report is aimed at understanding the key findings of the consumer responses to the digital campaigns conducted by the top players this year.
The report highlights the following aspects:
The big festive sale analysis
According to the report, Flipkart more than covered up for the damage that was done last year due to non-availability of products. The response on people was stupendous and people welcomed the offers.
Snapdeal did its best to camouflage the occasion with multiple strategies – be it capturing the ad space, engaging the social media audience with witty replies or sponsoring ‘Bigg Boss Nau’.
Amazon, despite being a late entrant, made its mark in the Indian e-commerce space, giving a slow but steady competition to the other two e-commerce giants.
Pre sale day – October 12, 2015 – saw the highest buzz among all the other days of the period under review. This was followed by second day of sale – October 14 – where 25 per cent of the entire mentions of these three sites came from. Unexpectedly, last day mentions were the lowest. Usually for all offline events, first and last day have the maximum traction. All other days were mostly flat.
Share of mentions
Snapdeal received the highest number of mentions on Twitter. The e-commerce player recorded 2.06 lakh followers and 21,600 tweets.
Flipkart, despite having double the number of followers as Snapdeal, could get only 37 per cent of mentions – a 6 per cent differential from the leader Snapdeal. Flipkart had the highest number of followers on Twitter at 4.54 lakh with the most number of tweets at 22,600.
October 13 (First day of the sale) was the only day when Flipkart had more number of mentions than Snapdeal.
Amazon remained behind the other two e-commerce giants. Only on October 16 the number of mentions was highest for Amazon vis-à-vis Snapdeal and Flipkart. Amazon reported 1.78 lakh followers and 11,500 tweets.
Flipkart’s #TheBigBillionDays sale received 13,977 mentions and a ‘sentiment score’ of 71.
#SnapdealDiwaliSale received the highest mentions among the three at 17,633, however recorded the lowest ‘sentiment score’ of 57.
#AmazonFestiveSale received the lowest mentions among the three at 5,100 and ‘sentiment score’ of 65.