pepperfry has the highest share of voice at 81%
TRANSCRIPT
Social Media Analysis of Online Furniture Retailers March 15 to April 15, 2015
SUMMARY
Pepperfry is the most talked about brand among all the leading online furniture sellers, with
81% share of voice.
With the highest percentage and highest number of positive conversations, Pepperfry is the
most trusted and loved brand whereas Urban Ladder had the highest percentage of
negative conversations.
Customer service issues and delay in delivery are the most common areas of concern and
where all the brand need to work upon.
Urban Ladder leads on Facebook with highest engagement per unit number of fans.
Pepperfry leads on Twitter.
TREND OF MENTION OF PEPPERFRY, FAB FURNISH & URBAN LADDER
3,225 MENTIONS OF Pepper Fry
ON APRIL 07
Volu
me o
f co
nvers
ation
MARCH 15 TO APRIL 15, 2015
-500
0
500
1000
1500
2000
2500
3000
3500
15-Mar 17-Mar 19-Mar 21-Mar 23-Mar 25-Mar 27-Mar 29-Mar 31-Mar 2-Apr 4-Apr 6-Apr 8-Apr 10-Apr 12-Apr 14-Apr
Pepper Fry Fab Furnish Urban Ladder
For the analysis mentions of the brand on various social media platforms like Facebook, Twitter, Blogs, forums etc; and
conversations on brands official Facebook and Twitter accounts are taken into consideration. Source: Simplify360
Exhibit: Mentions of Pepper Fry, Fab Furnish and Urban
Ladder, March 15 to April 15, 2015
Exhibit: Sentiments breakup of Pepper Fry, Fab Furnish and Urban Ladder, March 15 to April 15, 2015
Pepperfry has the highest mentions: Pepperfry has the highest number of negative conversations while Urban ladder has the highest percentage
of negative conversations.
Volume of mentions Sentiments breakup
15,572
1,804 1,775
Pepper Fry Fab Furnish Urban Ladder
65%
3%
32%
36%
7%
57%
20%
11% 69%
Positive Negative Neutral
In the case of Pepperfry, the brands do not allow posting on their Facebook page by individual users or
customers. Users or customers do post their grievances or gratitude as a comments to the post by the brand.
Companies No. of Negative
Pepperfry 467
Fab Furnish 126
Urban Ladder 195
No. of negative conversations
Pepper fry does not allow fan post in their Facebook page,
while Urban Ladder and Fab Furnish allow it.
This has forced people to post unrelated comments with
complains in the brand posts.
Pepperfry has high number of
negative posts, while percentage of
negative posts are high for Urban
Ladder.
Pepper Fry has a whooping 81% share of voice
81%
10%
9%
Marks a high dominance over competition when it comes to overall buzz.
Pepper Fry Fab Furnishing Urban Ladder
Types of complaints | Competition Analysis
Comparison of key conversation drivers in terms of ORM
Most of the issues were around customer service, delay in delivery, and quality of product
3%
19%
35%
21%
23%
Delay in Installation
Customer Service Issues
Refund Related
Product Related
Delay in Delivery
4%
41%
0%
22%
33%
Delay in Installation
Customer Service Issues
Refund Related
Product Related
Delay in Delivery
3%
43%
7%
15%
31%
Delay in Installation
Customer Service Issues
Refund Related
Product Related
Delay in Delivery
Based on sample analysis
https://www.facebook.com/172148446234328/posts/101554704088
40305?_rdr
https://www.facebook.com/Pepperfry/posts/793701270726430?comment_i
d=795802847182939&offset=0&total_comments=18&comment_tracking=
%7B%22tn%22%3A%22R3%22%7D
Sample Negatives
Pepper Fry Fab Furnishing Urban Ladder
Sources of negative conversations | Competition Analysis
39.22%
35.29%
25.49%
Facebook posts
Facebook Comment
64.23%
35.77%
Facebook Comment
46.55%
34.48%
17.24%
1.72%
Facebook Comment
Complaint site
Based on sample analysis
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
0
2,000
4,000
6,000
8,000
10,000
12,000
- 1,00,000 2,00,000 3,00,000 4,00,000 5,00,000 6,00,000 7,00,000 8,00,000 9,00,000
No. of
people
engaged o
n F
ace
book
No. of fans on Facebook
Urban Ladder leads the pack in terms of Facebook fan count. • Urban ladder has the highest fans engagement per unit number of fans.
Facebook performance comparison
Size of the bubble represents
the %ge of fans engaged
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
0
100
200
300
400
500
600
700
800
900
1000
0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 5,000
Mentions
on T
witte
r
Followers
Pepperfry is clear leader on Twitter INSIGHT • Urban Ladder got highest mentions.
• Fab Furnish posses highest count of followers.
• Pepperfry mediates both the parameters and leads the pack.
Methodology
For the analysis mentions of the brand on various social media platforms like Facebook, Twitter, Blogs, forums etc; and conversations on
brands official Facebook and Twitter accounts are taken into consideration.
Sentiments is based on second level human verification of pre-classified sentiments by Simplify360 Tool. Data is collected using
Simplify360.
Top 3 furniture e-tailers are considered in the analysis.
Numbers and figures in the report is as on March 15 TO April 15, 2015
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