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E grocery Industry Digital Media Strategy
Grofers leads the online grocery industry in India in terms of social media presence and engagement. It has the highest scores on Twitter, Facebook, and LinkedIn compared to competitors like Big Basket and Local Banya. However, Grofers can improve its YouTube channel presence. Overall, Grofers has the highest Social Media Quotient of 30.44. For companies to succeed, they need to follow a crawl-walk-run approach to social media, starting with content creation and community building before moving to more advanced strategies.
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E grocery Industry Digital Media Strategy
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- 2. OVERVIEW OFTHE INDUSTRY •The reason for the relatively slower growth in the spread of e-grocers is because storage of perishable items is more expensive than the storage of non- perishable items, which is why most players operate in cities and have not yet expanded to even an entire state. • However, urban India’s increasing shortage of time is fuelling the growth of online grocery and in 2015 at least 20 metropolises are expected to be fully covered by e-grocers. • Also, the online grocery space in India has reached new heights in the past few months with investors pouring millions into this space and big corporates like Tata and Reliance and Ecommerce giants like Flipkart,Amazon & Snapdeal foraying to capture this multi billion dollar market.
- 3. 63% Males BuyGroceries Online Biscuits and Cookies make up for 20% of the sales by volume Staples make up for 21% of sales by value 61% female shoppers are 36-45 in age
- 4. India is the6th largest grocery market in the world Online Grocery Business To Grow at a Rate of 25-30 % In Major Cities of India.
- 5. INTERESTING FACTS Women between the agesof 35-45 are the largest adopters Most orders are placed between 10pm and 12pm Institutional clients make up 29% of the orders
- 6. RISE OF SOCIALMEDIA 74% of consumers rely on social media to guide their purchases
- 7. Expected Growth In theNext 3 Years In the Next Year 158% 76% 67% 35% Executives Consumers Expected Growth in Food, Beverage, Household Consumables and Personal Care Items in E-Commerce Channels
- 8. According to studies,Social Referral (social following to drive engagement, social amplification of promotions or brand offers, social shopping, referral and recruitment of talent) is important in influencing customer behaviour by 79% The increase in expected investment in this area is 70%
- 9. CUSTOMER BEHAVIOUR ON SOCIALMEDIA Seeking Information Sharing Information Tracking Information Broadcasting Information Social Media
- 10. SOCIAL MEDIA GUIDE Buildbrand awareness, reply to customer queries and promote seasonal sales Drive fan engagement and create sharable hashtags Provide exclusive merchandise and organise previews Share visual content, integrate shopping cart to see, use for multi media content and use images that inspire Create short, quirky videos and give a face to your brand
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- 13. OVERVIEW • Publicly availableinformation on the Web is captured and analysed to create a comprehensive report about a brands Social Media presence and online activities. • The intent is to help a company better understand the performance of and reaction towards the brand on Digital Media and turn social media into strategic insights to help them develop operational intelligence and situational awareness. • The brands’ online behaviour is mapped and classified based on: • Presence on Social Networks • Engagement level on social media • Impact on their sphere of influence • Popularity and reach • Activity Patterns • Sentiments associated with the conversations
- 14. SOCIAL MEDIA QUOTIENT (SMQ) •‘Social Media Quotient’ measures a brands’ performance on social channels. It is calculated on the analysis of ‘Presence & Performance’ of various social media assets; it takes into account- connections/ followers/ public posts, engagement level, influence, technology adoption etc. • The following channels have been covered under SMQ Analysis
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- 16. Twitter Big Basket GrofersLocal Banya Zop Now Pepper Tap 19.1 12.8 29.3 31 28 Facebook Big Basket Grofers Local BanyaZop Now Pepper Tap 41.1 26.4 35.9 41.7 22.7 Relative Performance Grofers has the highest twitter score and is closely followed by Local Banya and Big Basket. Growers needs to improve on the number of re-tweets and replies on its posts to have an even higher score. Grofers again leads the way on Facebook and is closely followed by PepperTap and Local Banya. Growers has 6857 likes on the last 7 posts on its page which is much higher than any other competitor.
- 17. Best Practices Pepper Taphas interesting tweets which allows its customers to connect with the brand. ZopNow and others display their promotional activities on Facebook to get more views.
- 18. Website Big Basket GrofersLocal Banya Zop Now Pepper Tap 20 30303030 Blog Big Basket Grofers Local Banya Zop Now Pepper Tap 40 32 40 31 0 Relative Performance All 5 competitors have very good websites that are customer friendly. All social plug-ins are synchronised. Pepper Tap is behind the others because it does not have a social plug in apart from Facebook and Twitter. Local Banya here tops the list with more than 11 blogs each month. The posts are interesting and have good creatives to capture interest. Big Basket needs to start a blog.
- 19. Best Practices Local banyahas a really good blog and writes about topics currently in trend. Growers has an interesting website and they sell custom baskets for people who are in a rush.
- 20. You Tube Big BasketGrofers Local Banya Zop Now Pepper Tap 0 20.9 10.6 14.9 24.6 LinkedIn Big Basket Grofers Local Banya Zop Now Pepper Tap 22.9 16.9 18.7 30 19.4 Relative Performance Big Basket leads the list here because it has the highest number of subscribers which is 71. This however, isn't a very impressive number and can be improved through better videos. Grofers tops the LinkedIn list because it has the maximum number of employees on the site as well as the largest following of 4078 individuals.
- 21. SMQ Big Basket GrofersLocal Banya Zop Now Pepper Tap 21.76 30.44 28.51 23.49 24.34 Social Media Quotient • SMQ is affected by a company’s social media prac7ces, engagement level, content, popularity and reach against industry’s benchmark. • Social Media plays a pivotal role in ‘E-‐commerce’ & ‘Brand Building’ • Grofers leads the way with an SMQ of 30.44 as it is the leader in all channels. However it could concentrate on its YouTube channel to get a higher score. • Big Basket lags behind because it does not have a dedicated blog, and its engagement is rela7ve less on Facebook. It needs to up its game, fast.
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- 23. FOLLOW A CRAWL,WALK,RUN APPROACH FOR SOCIAL MEDIA CRAWL WALK RUN FLY Aggregation & Branding Community Building Thought Leadership Technology Online Listening & Monitoring Establish Online Credibility and Trust through a stepped approach • Content optimization • Organized content hubs • Creatives’ revamp • Snackable content • More engagement • Track & Monitor real time conversations • External seeding • Go mobile: Style in your pocket – An App • Dedicated website : Responsiveness & playability are must haves Month 1-2 Month 3 Month 4 Month 5-6 • Blogs • Presentation • Inforgraphics • Digital PR • Community outreach • Identify promotional avenues We will Follow The Crawl, Walk, Run Methodology for Social Media
- 24. SOCIAL MEDIA IMPLEMENTATIONPLAN Intelligence Content Venue Promotional Platforms KPIs Your Brands Your Competition Industry Trends Listen for Listen in Twitter, Facebook, Blogs, News, Forums, Suggestion Sites Market Research, Public Relations, Customer Service, Branding Digital Marketing, Public Relations Digital Marketing : Community Building which can be leveraged for several functions Social Enterprise Metrics : CEO – CFO – CMO ‘s Office • Size of the community • Level of Engagement • Number of App downloads • Number of queries resolved • Content Curated
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- 26. SEARCH ENGINE OPTIMISATION KeywordResearch On Page SEO Off Page SEO Create Blog PostsCreate Presentations Create Videos Create content using researched keywords for websites like slideshare, YouTube etc. These sites have highest page ranks and thus help your website show up on the 1st page of search engines
- 27. SEARCH ENGINE MARKETING Meetyour customers when they are actively looking for your products on a search engine. Advertising via the search engine is cost effective. Statistics can be gathered from web logs to determine the efficacy of an ad campaign.
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- 29. WHO ARE WE? Foundedin June of 2014, we are the first ever only girls Digital Media Agency. The name Ittisa in Sanskrit means 'The Ruler' and we aim to rule the creative world with our highly creative and passionate team.. At Ittisa, we are a unique captivating mix of innovative ideas, diligence and the right sprinkle of creativity! We love the work we do here because one - we adore the Digital world and two - we know that our ideas & strategy make a difference. Our objective is simple - To make our clients create a mark in the Digital space with crisp strategy, excellent designs & great content. Super glad to announce that we have recently partnered with LeanIn.org and look forward to changing the trajectory of women workers and create a better world for everyone.
- 30. WHAT DO WEDO?
- 31. WHAT WE CANDO FOR YOU! BRAND BUILDING & SOCIAL MEDIA MARKETING SEARCH ENGINE OPTIMISATION SEM BIG DATA ANALYTICS ORM SOCIAL CRM UI & UX Design
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