eBay India Social Media Analysis Q4 2015
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Transcript of eBay India Social Media Analysis Q4 2015
eBay Indiaon Social Media
Oct 01 2015 - Dec 31 2015
Cover Image Courtesy of eBay FB
eBay: Social Media Report
This report looks at how
eBay Indiaperformed on social media between
October 1st – December 31st, 2015
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Analysis of
eBay IndiaFacebook Page
Oct 01, 2015 - Dec 31, 2015
Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS
3,632,307 191,886 5.58% IndiaMostly Young, Male and
Single
eBay India
Engagement Score
364
Total Posts
326
Total Likes
2,335,925
Total Comments
24,929
Total Shares
10,603
BRAND POSTS
Brand Overview
3,300K
3,350K
3,400K
3,450K
3,500K
3,550K
3,600K
3,650K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Fan Growth
Total Fans
3,632,307
New Fans
191,886
Engagement
0
250
500
750
1,000
1,250
eBay India had an average engagement score of 364 and a highest of 986.
Community Analysis
eBay India fans are mostly Young, Male and Single eBay India fans are largely from India followed by United
States.
Fan Demographics Distribution of Fans
76%
24%
male female
0% 20% 40% 60% 80%
Below 21
21-30
31-40
41-50
51-60
Over 60
0% 20% 40% 60% 80%
Single
In a Relationship
Engaged
Married
UnKnown
0K 1,000K 2,000K 3,000K 4,000K
India
United States
United Arab Emirates
Pakistan
Saudi Arabia
Canada
United Kingdom
Bangladesh
Australia
0
1
2
3
4
5
6
7
8
9
10
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Brand Posts
Top keywords used Frequency
Visit 58
bit 34
UnwrapYourPassion 29
amazing 29
Shop 25
21%
79%
Brand Participation Brand Non Participation
72%
13%
15%
Posititve Negative Neutral
Brand Posts - Engagement
eBay India responded to 70 conversations generated by the 326 Posts they published.
eBay India receives more positive than negative vibes from comments on their Posts.
Brand Responses Sentiment of Brand Posts
Most Engaging Brand Posts
24-DEC-15, THU 3:20AM
Can’t wait for Christmas? Help Santa and his elves with their List today & you could pick your own C ..
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
1,000 237,784 1,546 1,339 Positive
20-DEC-15, SUN 11:25PM
You need your stamina to party it up. First time buyers, shop with us from 12-5pm for minimum Rs. 30 ..
19-DEC-15, SAT 2:02PM
For first time buyers who want to hit the road and party at a new destination this new year, come an ..
ENGMT
.
LIKES COMMENTSSHARESSENTIMENT
1,000 141,093 439 241 Positive
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
1,000 188,482 576 216 Positive
NO IMAGE NO IMAGE NO IMAGE
Brand Posts - Analysis
Brand Post Types Days of the week
0 50 100 150 200 250 300
0 100 200 300 400 500
Photos
Links
Plain Text
Videos
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 20 40 60 80
0 100 200 300 400 500 600
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts
Campaign Intel
0 1 2 3 4 5 6
0 2 4 6 8 10 12 14 16
#eBaySays
COMPLETE THE SCENE
#ElectronicGadgetSale
Number of Posts
Engagement Score
Engagement Score Number of Posts
This is the performance of a selection of eBay India campaigns that have been tagged and tracked
by Unmetric and are not restricted to the time period analyzed
Analysis of
eBay IndiaTwitter Account
Oct 01, 2015 - Dec 31, 2015
Brand Overview
FOLLOWERS NEW FOLLOWERS FOLLOWER
GROWTH
COUNTRY
142,012 18,118 14.62% India
eBay India@ebayindia
Engagement Score
111
Total Proactive Tweets
787
Retweets Total
36
Replies Total
6,944
Favorites Total
6,578
Total Mention
34,283
Total Retweets
7,471
Response Rate (%)
18.43%
Average Reply Time (mins)
1015
Most Engaging
#BeyondWords
Most Recent
#BeyondWords
BRAND TWEETS USER TWEETS
Brand Overview
BRAND CAMPAIGNS
110K
115K
120K
125K
130K
135K
140K
145K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Follower Growth
Total Followers
142,012
New Followers
18,118
3K
3K
3K
3K
3K
3K
3K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Followee Growth
Total Followees
3,100
New Followees
164
Engagement
0
250
500
eBay India had an average engagement score of 111 and a highest of 470.
0
5
10
15
20
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Proactive Tweets Retweets
Brand Tweets
Proactive Tweets Retweets
787 36
Posts with Hashtags engage the best. Those with Mentions are the most frequent
0 100 200 300 400 500 600
0 50 100 150 200 250
Links
Plain Text
Hashtags
Mentions
Number of Posts
Engagement Score
Engagement Score Number of Tweets
Brand Tweet Types
0 20 40 60 80 100 120 140 160 180 200
0 500 1000 1500 2000 2500 3000 3500
#bigbangweekend*
#nypartyebaystyle*
#darwazatod*
#refurbishedfacts
#loudestdiwaliever*
#buyorhold
#kalkaresoaajkar*
#paywithyourvoice*
#whatsonthepricetag
#contestalert*
User Tweets about Hashtag
Brand Tweets about Hashtag
Brand tweets User Tweets
Volume of Tweets with Hashtags
0
500
1000
1500
2000
2500
3000
1-Oct 6-Oct 11-Oct 16-Oct 21-Oct 26-Oct 31-Oct 5-Nov 10-Nov 15-Nov 20-Nov 25-Nov 30-Nov 5-Dec 10-Dec 15-Dec 20-Dec 25-Dec 30-Dec
bigbangweekend nypartyebaystyle darwazatod refurbishedfacts loudestdiwaliever
Spread of Hashtags by day
0 100 200 300 400 500 600 700 800
#loudestdiwaliever*
#buyorhold
#whatsonthepricetag
#kalkaresoaajkar*
#contestalert*
#nypartyebaystyle*
#bigbangweekend*
#paywithyourvoice*
#darwazatod*
#refurbishedfacts
Engagement Score
Hashtags - Engagement
Average Response Rate : 18.43%
0
500
1000
1500
2000
2500
1-O
ct
3-O
ct
5-O
ct
7-O
ct
9-O
ct
11-O
ct
13-O
ct
15-O
ct
17-O
ct
19-O
ct
21-O
ct
23-O
ct
25-O
ct
27-O
ct
29-O
ct
31-O
ct
2-N
ov
4-N
ov
6-N
ov
8-N
ov
10-N
ov
12-N
ov
14-N
ov
16-N
ov
18-N
ov
20-N
ov
22-N
ov
24-N
ov
26-N
ov
28-N
ov
30-N
ov
2-D
ec
4-D
ec
6-D
ec
8-D
ec
10-D
ec
12-D
ec
14-D
ec
16-D
ec
18-D
ec
20-D
ec
22-D
ec
24-D
ec
26-D
ec
28-D
ec
30-D
ec
Men
tio
ns a
nd
Rep
lies
Replies Mentions
Customer Service
Average Reply Time : 16 hours 55 minutes
0
5000
10000
15000
20000
25000
30000
1-Oct 6-Oct 11-Oct 16-Oct 21-Oct 26-Oct 31-Oct 5-Nov 10-Nov15-Nov20-Nov25-Nov30-Nov 5-Dec 10-Dec15-Dec20-Dec25-Dec30-Dec
Customer Service
Positive Negative Neutral
Customer Service
REPLY ANALYSIS REPLY SENTIMENT
0
1000
2000
3000
4000
5000
6000
Request ForDirect
Message
Request ForContact
Request ForView a Link
Request ForEmail
BrandApology
Plain Text
0
1000
2000
3000
4000
5000
6000
7000
8000
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Replies Mentions
Day of the week
0
500
1000
1500
2000
2500
3000
3500
4000
12:00 AM 2:00 AM 4:00 AM 6:00 AM 8:00 AM 10:00 AM 12:00 PM 2:00 PM 4:00 PM 6:00 PM 8:00 PM 10:00 PM
Replies Mentions
Time of the Day
Total number of Retweets : 7,471
-200
0
200
400
600
800
1,000
1-Oct 6-Oct 11-Oct 16-Oct 21-Oct 26-Oct 31-Oct 5-Nov 10-Nov 15-Nov 20-Nov 25-Nov 30-Nov 5-Dec 10-Dec 15-Dec 20-Dec 25-Dec 30-Dec
Retweets of Brand Tweets Brand Tweets
Retweets
Total number of Mentions: 34,283
0
500
1,000
1,500
2,000
2,500
1-Oct 6-Oct 11-Oct 16-Oct 21-Oct 26-Oct 31-Oct 5-Nov 10-Nov 15-Nov 20-Nov 25-Nov 30-Nov 5-Dec 10-Dec 15-Dec 20-Dec 25-Dec 30-Dec
Mentions Brand Tweets
Mentions
Influencers
Name Followers Tweets
Gul Panag 1,741,234 1
Firstpost 1,069,661 1
mandira bedi 646,737 1
Rannvijay singha 245,207 1
Malishka 191,447 2
TOP 5 INFLUENCERS
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