E-commerce players should be using Facebook and Twitter for brand communications if they are targeting consumers in Singapore and Indonesia.
According to Digimind's Social Shopping in 2017 report, majority of the e-tailers' audience in Singapore are on Facebook (94 percent) while their targeted audience in Indonesia are mostly on Twitter (42 percent).
However, community engagement is mostly happening on brands' Instagram accounts for both countries. Thirty-nine percent of Singapore consumers use the platform to talk about their recent purchases, while the figure rises to 49 percent when it comes to Indonesian consumers. Digimind thus advises retailers to use Instagram to identify potential influencers and brand ambassadors as the platform is mostly used for user reviews.
The two product categories that are most talked about by consumers on Instagram are fashion (67 percent for Singapore and 76 percent for Indonesia) and cosmetics (65 percent for Singapore and 94 percent for Indonesia). Fashion-related and makeup posts tended to be styled full-body shots or flatlays by bloggers and fashionistas that aim to promote the online retailer while gaining likes or positive comments from their followers.
The study also found that consumers are mostly using social media platforms to talk about prices and discounts; quality of products and purchase experience; as well as the delivery experience.
By listening to consumers' conversation and feedback about their brands on social media and gaining the above-mentioned insights, retailers can better understand the customer journey and make better business decisions on pricing and logistics, said Digimind.
Besides listening to consumers, e-commerce players should also interact with users who post about their brand, even if the post does not directly address the retailer by mentioning it or posting on their brand pages, to build brand advocacy. Issues about the brand/product raised on any social media platforms should be promptly addressed too.
"With 2.789 billion active social media users in Southeast Asia, it is crucial for e-retailers to listen to what is being said about their brand, competitors and the industry online," said Stephen Dale, APAC general manager APAC, Digimind.
"Understanding what consumers are saying on social media can provide companies with an arsenal of insights that can be used to develop content strategies, improve customer service, build brand advocacy, and increase sales. When analysed in conjunction with other data such as web page visits and browsing behaviour, this can further inform marketing plans and Voice of the Customer programmes," he added.
Findings from this study were derived from observing 15 local and regional e-retailers on Digimind Social from 9 May to 9 June 2017 to determine key conversation trends around the industry. Brands studied include Aliexpress, Lazada, Zalora, Qoo10, 11Street, Blibli, FashionValet, MatahariMall, Clozette, GemFive, Berrybenka, Elevenia, i-Pmart, Bhinneka, and EZBuy.
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