from 2016
By Social Media Analysis
INDUSTRIES ANALYZED
Makeup &
Beauty
E - Commerce
Retail
Travel
Food Delivery
Introduction
With the evolution of social and digital media in the last decade, the way brands & consumers
communicate & share information has changed drastically. The passive activity of brands speaking to
their customers has evolved into an active brand - consumer engagement, one that is much more dual
in nature than most imagined. Apart from the changing marketing landscape, the social media realm is
ripe with conversations, opinions & feedback loops that could offer brands insights that lead to
exponentially higher ROIs, reduced research time & increased capital efficiency. The questions, that
remain however, are primarily along the lines of what data is authentic & relevant & how one can access
& efficiently analyze everything.
With rapidly evolving consumer preferences, brands realize that they need to provide versatile
products, services, colors and fashions to stay on trend & appeal to a dynamic and sensitive customer
base. This is clearly evident given the millions funneled into market landscape & research, SWOT
analyses, competitive intelligence reports by firms of all sizes. Each company may assure that they
have done in-depth market research, but have they truly looked for consumer insights which would
make their product more desirable? Instead of retrospective analyses, what if your analyses could
continue as you launched your product and really had your eyes & ears among your consumers,
legally of course?
Consumer insights provides a deep grasp of the audience (customers, fans or consumers). Today,
consumer insights are not derived using mere surveys or research but from Big Data Analysis, that
originate from a thoroughgoing analysis of consumer data which includes their buying behaviours,
queries, sentiments, verbatims and social affinities.
PropheSee analyzed some social media data of 5 different industries in order to uncover relevant
consumer insights. This white paper provides findings and their impact(s). Most importantly this paper
aims to highlight two things:
1. How can a business leverage an automated and insightful Consumer Insights Engine.
2. Why a brand needs to focus on iterative automated research, rather than a stop & go strategy.
Product queries
Makeup Looks
Brand conversations
6.4%
15%
41.7%
Contests / Events
17.6%
19.3%
#maybellineatfashionweek
795
#guesstheproduct
395
#maybellinemakesitvivid
365
#makeithappen
#whereisjim
222
Please note, the time period during Diwali Season and Online Ecommerce Sales (hosted by Flipkart,
Amazon and Snapdeal during Oct 01 to Oct 10) yielded the maximum consumer interactions (3122 and
1993 respectively) for Makeup and Beauty brands considered in this analysis. Consumers specifically
mentioned makeup looks such as smoky eyes, nude lips and pure vivid during the festive season.
Large events (global/local) can unearth deep insights into consumer preferences & their
seasonality. Such data can also yield insights into what is likely going to a be just a trend vs. what
consumers are actually likely to purchase.
6.7%
Brand conversations
Contests/Offers
Products
Gift options
46.9%
32%
14.4%
267
#goodtogift
#shoppersstop
264
233
#colourme9
195
#worldlipstickday
#lifestylecolours
131
Social media lets you interact with your consumers directly. Brands can use PropheSees listening
features to keep a close tab on what their consumers are saying, quickly identify problem areas &
even gain insights on the best solutions for the same, directly from their customers.
In general, consumers are very satisfied with offerings by Allen Solly. Top conversations lauded the
formal clothes & collections from Allen Solly, "Allen Solly gift hampers" & " the best jeans and jacket
fittings from solly". All of these are associated with moderate to strong positive sentiment.
Gifting appeared as one of the top themes in the fashion retail industry. Conversations included birthday
gifts, diwali gifts, gifts for brothers and dads and gifts for girlfriends. Consumer preferences indicated
that Perfumes were most closely associated with presents, followed by Jeans and Tops. Interestingly,
males were more expressive about about their own birthdays and girlfriends however, females
emphasized on family traits such as Dads, Mothers and Brothers much more.
Consumer conversations can often lead to subliminal messages & insights into spending patterns,
preferences & relationships. For example, knowing that females were more likely to prioritize
familial relationships over others, perhaps brands could have better targeted a different
demographic that may have led to higher ROIs.
Contests are actively used by retailers to increase consumer conversations, "#goodtogift" by Lifestyle
was the most successful campaign (267 mentions) in terms of consumer conversation. Some other
contests included - "#colourme9", by Shoppers Stop and "#bestshoppingmate" by Lifestyle.
Industry : Travel
BRANDS
Yatra, Goibibo, Clear Trip, Makemytrip, HolidayIQ
This industry includes all the major ticketing platforms and travel related brands. Prophesee consumer
insights engine has categorized the conversations into five travel themes. Beach Destinations (Consumers mentioning visiting beaches),
Religious Destinations (Consumers mentioning religious places)
Family Vacations (Consumers mentioning family vacation destinations)
Natural Beauty Places (This includes places known for natural features, such as mountains and lakes)
Popular Cities
7.2%
2%
Popular cities
Beaches
Family vacations
Natural beauty
15.6%
39.8%
Religious places
35.6%
Kerala
Mumbai
Delhi
Goa
Hyderabad
11.8%
13.1%
49.7%
25.4%
Delivery
Payment gateway
Customer Care Services: Although among the most used by Indian consumers, conversation about
Zomatos customer care received highly negative feedback. Consumers expressed their strong
dissatisfaction & anger with the unavailability of customer care service in Zomato such as the lack of
helpline/phone number. Conversations included - "company with no customer care", "not answering the
queries", "No Customer Care, "no number" (mentioned about 1,500 times)
Payment Gateway: This theme also garnered high negative sentiments, particularly for the Zomato
mobile app. Top keyphrases are - "payment failure", "no returns", "payment options", "incomplete
payments"
Mobile App and Website: Inconsistencies between the desktop & mobile versions of some platforms
caused negative sentiments. For example, "no filters in mobile as compared to web" & "app crashes"
were frequently observed.
Top Consumer Queries 1. Centered around launches in new cities, such as when will zomato launch in Raipur?
2. Customer privacy concerns stemming from things such as auto saving of credit/debit card details.
3. Discrepancies between usability of desktop website version as compared to android mobiles.
4. Concerns over confirming the orders and not fulfilling them.
Industry : E-Commerce
BRANDS
Amazon, Flipkart, Snapdeal, Paytm, ShopClues
PropheSees Consumer Insights Engine analyzed all the data from last six months and categorized them
into different themes Delivery (services including delivery time, staff etc.)
Merchants (sellers on E-commerce websites mentioned by consumers),
Offers (Promotional Offers/Sales mentioned by consumers),
Order Status (Order status,cancellation,replacement and refund related).
Customer Service (Customer Care services including online chat etc.)
10.1%
Delivery
Customer sevice
Offers / Sales
Merchant
7.4%
36.9%
Order status
20%
24.7%
#amazon
97
#greatindianfestival
51
#bigbilliondays
31
#snapdealunboxsale
#consumer
25
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