1. Competition Analysis on Social Media

6. FANPAGE What makes Flipkart the Leader? Flipkart has 2,69,695 fans, easily making it the leader amongst online selling platforms on Facebook Only updates by Flipkart are displayed

8. Limited experimentation with Facebook Nil utilization of tabs on the Fan Page TABS

9. Innovative Product Promotion Updates Product promotions are done in a highly engaging and conversant tone

10. Leveraging Celeb Power By innovatively using celebrities as talking points, they engage effectively with fans and encourage interaction

11. Keeping it current CONTENT Use current affairs as talking points to connect to fans, never taking it too far from their main business of books Frequently seek opinions of fans and acknowledge and respect it

12. Complaints by Flipkart fans Well there are none! In fact there is praise being heaped on aspects like service delivery

17. Tradus a distant second to Flipkart on Facebook With nearly 33,000 fans, Tradus only displays updates from the brand

18. Fans contributing content to the page Limited contribution by fans and primarily limited to complaints and queries

19. Tabs for product promotion Facebook tabs being used for product promotion and for directing fans to website

20. Magic Vouchers doing the magic for Tradus!! Most updates are about product promotion and Deals Tradus provides a Daily Voucher only for Facebook and Twitter followers – a key tool for follower acquisition

24. Infibeam – a late entrant to Facebook Infibeam is way behind others in terms of number of fans – 5840 only - but is taking aggressive steps on social media

25. Interaction by Fans on the Page Fans are not contributing any content on the wall other than complaints and queries

26. Effective usage of tabs on Facebook Use of Innovative tabs like Rakhi tab and Books tab A books tab showcasing the Best books collection Hot Deals on Tradus fan page akin to eBay

27. A mix of product promotion and contests Product promotion updates lack creativity Extremely contest driven strategy being adopted by Infibeam All contest winners win Discount coupons or vouchers

29. Social Media Comparative Analysis eBay is the only brand that listens to their fans. We give our fans the freedom to interact and express. Flipkart is leveraging the high number of impressions they receive daily on their website. A Facebook fan-box along with each deal has helped them achieve the 2.5Lakh fans. Flipkart is connecting and interacting with their fans. They talk about current affairs in a more conversational tone. Their interaction is not just about product promotion like others. Tradus provides a daily Magic Discount voucher only for their Facebook and Twitter fans. This has been their major strategy. Infibeam Tradus Flipkart eBay Fans 5,695 32,965 2,65,102 21,772 Wall by admin Yes yes yes No Product Promotion Yes Yes Yes Yes Facebook Fan-box on site No No Yes No Fans complaint Yes Yes Yes Yes spam Yes Yes Yes Yes Frequent Contest Yes Yes Yes Yes Updates other than Product Promotion No No Yes No Discount Coupon for Fans No Yes No No Twitter Followers 698 --- 1622 3837

32. Facebook crowd Vs Twitter crowd The initial followers are always the loyal followers. Initial followers on Facebook were also positive and highly loyal In the growing stage you have both loyal and influenced fans. These influenced fans are the most difficult to handle. These influenced fans don’t It is always easy to handle when span of control is low. The increased span of control results in higher spam and negative influencers. Facebook is a channel used for fun and friendship and therefore the tonality should be more friendly. It is difficult to articulate negative influence in 140 characters. Twitter Facebook Number of Users 3895 22000 Stage of followership Initial Stage Growth Stage Span of control Low Medium Tone eBay tonality on Twitter is more friendly eBay tonality on Facebook is transactional. Different audience types Twitter is a micro blogging site where the crowd is restricted to 140 characters or less. Facebook crowd is more articulate and it is easy to write negative feedback without much effort.

34. Handling Customer queries Customer Service eBay Customer id: Complaint Category: Customer email id: Complaint Details: SEND All customer queries will be handled through the customer query tab. Customers enter eBay id and complaint details Based on the complaint category the query will be mailed to respective department Creating a customer query tab will reduce the negative comments on the wall, as all complaints will be deflected to the tab. This will be only effective if the eBay customer service team is efficient in resolving the customer queries

35. Sellers tab to handle spam Direct Deals We will create a separate Direct Deals tab for the sellers. All the sellers will post their eBay products on this tab This will reduce the spam by the sellers on the wall