Social Media and E-Retailing


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This presentation shows how E-Retailers are leveraging social media for growing its business and for enhancing customer service

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Social Media and E-Retailing

  3. 3. INDUSTRY OVERVIEW (1/2) Market Share (2010)E-Commerce Market Overview 3.5% 4.0% 8.5%• E-Commerce industry is 8.0% Online Travel Financial Services dominated by the Online E-Retailing Travel Market followed by 76.0% Digital Downloads Financial Services Market Others and E-Retailing 35000• The total market size 30000 increases from Rs 19,688 25000 crore by the end of 2009 to 20000 an estimated Rs 31,598 15000 31598 crore in 2010 10000 19688 5000 0 Source: IAMAI Market Size in crore 2009 2010 © InRev Systems 2011 3
  4. 4. INDUSTRY OVERVIEW (2/2) Industry Rivalry 5 4Industry There is intense price war which 3Rivalry increases rivalry. Overall, the Threat of 2 Threat of New attractiveness of the industry due to Substitute 1 Entrants industry rivalry is MEDIUM 0 The industry is not capitalThreat of intensive, however brand reputationNew plays a very important role in theEntrants success of an e-retailer. Overall, the Buyer Power Supplier Power attractiveness of the industry due to threat of new entrants is MEDIUM Overall, the attractiveness of the industry is MEDIUMSupplier Supplier includes infrastructure and software manufacturers. There is low threat of forwardPower integration. Overall, the attractiveness of the industry due to supplier power is MEDIUM There are large no of buyers with the rise in internet usage. There is no switching cost and theyBuyer have the power to buy from the e-retailer offering the best price. Overall, the attractiveness ofPower the industry due to buyer power is LOW to MEDIUMThreat of There are many substitute such as specialist retailers, mixed retailers, mom and pop stores, etc.Substitute However the convenience that e-retailing brings to the table is still ahead over its substitutes. Overall, the attractiveness of the industry due to threat of substitute is LOW to MEDIUM © InRev Systems 2011 4
  5. 5. WHY SOCIAL MEDIA (1/3)NEED• Fear of dupe or security is one most important reason why people don’t shop online. Online shopping is considered to be inherently RISKY in India. E-Retailing companies need their customers to maintain trust on them Social Media is the• Since online shopping is mostly done by busy easiest way out for people who don’t have much time to shop the E-Retailing offline, customers will appreciate excellent Companies to meet customer service from E-Retailing companies. these requirements They need to be updated instantly what new items are available or any discount is being offered © InRev Systems 2011 5
  6. 6. WHY SOCIAL MEDIA (2/3)POWER CREATE fan pages to post contact information, recent updates, and most importantly allow “fans” and the Company a means of communication on the main page and through the implementation of discussions on the fan page DEVELOP catchy and clever ways to express the most recent company information. E-Retailing companies can update customers with their latest offerings. Customers can share recent experiences with the company, as well as recommend potential product ideas and innovations UPLOAD and share videos and educate your customers with awareness, testimonial and videos showcasing what your Company truly is. Instill a feeling of trust in your customers CONNECT the staffs of your Company and RECRUIT the best talents in the industry in this most professional social networking site © InRev Systems 2011 6
  7. 7. WHY SOCIAL MEDIA (3/3)BUSINESS BENEFIT Sales Reputation Customer Social Listening Management Service Tools Increase Sales or Generate Talks on Social For a business TRACK Leads directly or Media are to be conversations indirectly important as it successful, it is about your through Social affects public essential that brand online Media sentiment there is a 2 way towards a communication brand or between company companies & customers © InRev Systems 2011 7
  8. 8. SOCIAL MEDIA INDEX (1/4)FLIPKART – one of the leading E-Retailing Company in India to adopt social media inengaging with its customers FLIPKART’s Blog FLIPKART’s Facebook Page © InRev Systems 2011 8
  9. 9. SOCIAL MEDIA INDEX (2/4)INFIBEAM is also active in the Social Media space INFIBEAM’s Blog INFIBEAM’s Twitter Page © InRev Systems 2011 9
  10. 10. SOCIAL MEDIA INDEX (3/4)SOCIAL MEDIA GRADES is calculated based on the interactivity level of theE-Retailing Companies in Facebook, Twitter, LinkedIn, YouTube and Blogs.It shows how active the Telecom Companies are in the Social Media spaceNo of Channels represents the number ofsocial networking sites an E-RetailingCompany is present in E-Retailing Companies No of Channels Social Grades FLIPKART 5 3.55 INFIBEAM 5 3.42 FASHION AND YOU 7 3.41 MYNTRA 4 3.12 EBAY INDIA 3 3 © InRev Systems 2011 10
  11. 11. SOCIAL MEDIA INDEX (4/4) 4 3.5 3Interactivity Level 2.5 2 1.5 1 0.5 0 0 1 2 3 4 5 6 7 No of Channels Social Engagement Graph: Interaction Plot of E-Retailing Companies in the Social Media Space © InRev Systems 2011 11
  12. 12. RESEARCH FINDINGS (1/7)BRAND AWARENESS: Number of conversations across web FLIPKART has higher Mentions and Conversations in the SocialMedia – 3517 as against 635 mentions for INFIBEAM in 1 month alone © InRev Systems 2011 12
  13. 13. RESEARCH FINDINGS (2/7)BRAND HEALTH: SENTIMENTS across web for different Telecom Companies FLIPKART INFIBEAM Positive Sentiment % 61.89% 82.34% Negative Sentiment % 10.84% 5.52% FLIPKART is the more hated brand than INFIBEAM. INFIBEAM need to promote its brand and engage more with customers whereas FLIPCART has to find out the reason for the negative sentiment about its brand © InRev Systems 2011 13
  14. 14. RESEARCH FINDINGS (3/7)COMPARE the demographics – age groupof your brand talkers with competitors The Brand Patronage for both FLIPKART and INFIBEAM is very similar – mostly people in the age group of 26-35. They shouldfocus on introducing new product categories to attract customers in other age groups © InRev Systems 2011 14
  15. 15. RESEARCH FINDINGS (4/7)COMPARE the demographics – locationof your brand talkers with competitors FLIPKART is the winner in this space – It receive more buzz than INFIBEAM in INDIA © InRev Systems 2011 15
  16. 16. RESEARCH FINDINGS (5/7)COMPARE the source of messages FLIPKART is very strong in TWITTER but weak in FACEBOOK. INFIBEAM is moderately strong in TWITTER & FACEBOOK © InRev Systems 2011 16
  17. 17. RESEARCH FINDINGS (6/7)INDUSTRY INTELLIGENCE There are 7451 mention of the keyword “ONLINE SHOPPING” in the Social Media within a period of 1 month alone Tracking the keyword “ONLINE SHOPPING” in Simplify360 4.8% of the conversations about ONLINE SHOPPING is related to negative sentiment about the topicMajority of the people talking about thetopic are in the age groups of 13-17 © InRev Systems 2011 17
  18. 18. RESEARCH FINDINGS (7/7)INDUSTRY INTELLIGENCE Tracking the keyword “E- COMMERCE” in Simplify360 There are 94 mention of the keyword “E-COMMERCE” in the social media within a period of 1 month alone 4.8% of the conversations about E- COMMERCE is related to negative sentiment about the topicMajority of the peopletalking about the topic are inthe age groups of 26-35 © InRev Systems 2011 18
  19. 19. Start Using Simplify360 TodayFor Details, Visit - Or Send a Mail to - david@in-rev.com VP - Sales, InRev Systems @simplify360 © InRev Systems 2011 19