Social Media Strategy Review: Jabong

This review is a part of our ‘Social Media Strategy Review’ series where we do a 360 degree analysis of a brand’s entire social media activity. You can read the reviews of more brands here.

Introduction

Jabong is one of India's leading e-commerce stores dealing primarily in apparel and fashion.

Overall Strategy

Jabong's efforts at social media are geared towards positioning it as a fashionable brand. Very much like other apparel ecommerce portals, they are targeting the womenfolk more than men even though they have an equally good inventory for men.

It has a phenomenal presence on Facebook and a good strategy for Twitter as well. Apart from that, it's also present on YouTube and Google+.

Read on to know more about how the e-commerce site is faring on each individual social media platforms.

Source: Simplify360 - A Social Media Analytics Tool

Platform-wise Strategy

Facebook

The social media marketer in me who always preaches brands to be less self-promotional is stunned by Jabong. The brand is going all gangsta with self-promotional updates on Facebook. They publish 6-7 updates a day and almost all of them are self-promotional in nature.

But still, the page has a fantastic engagement rate of more than 60%!!!

Source: Simplify360 - A Social Media Analytics Tool

Source: Simplify360 - A Social Media Analytics Tool

How can it be possible? If you see the graph above, you can see a huge spike for January 22nd. That was when the brand kickstarted its clearance sale. And I guess they went all guns blazing with paid ads.

But even if you take that out, the average engagement per day is still huge. May be it's the image updates. While the updates are self-promotional, the quality of the images is a treat. May be that is how they manage to catch the attention of the community.

The accompanying custom tabs are the usual ones and mildly above average at most. Even the Screamville video campaign is the usual video upload campaign that has been done to death since the advent of social media.

Twitter

Jabong is doing a good job at Twitter. Not only does it have a friendly tone, it also uses emoticons liberally. It realizes that its primary target segment is young women.

Source: Simplify360 - A Social Media Analytics Tool

While it does cross-post its Facebook updates, it also uses twitter as an effective platform for addressing customer queries. And again, its communication shines through. Most of their interactions on twitter with regards to customer service end on a happy note.

YouTube

Jabong's YouTube channel is disappointing. Primarily, it is filled with videos from news channels and TVCs. For a brand that works in such a  vibrant segment, it's disappointing to see such poor utilization of a video content platform.

Google Plus

Used seldom. I think they have stopped posting on their Google+ page. Expected.

Comparison with competitor

Though FashionAndYou.com has a Facebook community 4X the size of Jabong, it's failing miserably at engaging them. Jabong's content (visual creatives) is simply awesome and miles ahead of FashionAndYou.

Source: Simplify360 - A Social Media Analytics Tool

Simply speaking, FashionAnyYou's content is not as fashionable as Jabong's.

But FashionAndYou is doing a good job on Twitter though. Warm and friendly, it's communication is in contrast to Jabong's slightly fun and funky. Both are good on their own.

Source: Simplify360 - A Social Media Analytics Tool

Also, FashioAndYou holds a #TwitterTuesday contest every Tuesday which resonates splendidly with its target group.

Comment on Strategy

Jabong's presence on Facebook and Twitter has impressed me a lot and I hope to see the same extending on YouTube as well. Seeing that Jabong's community is primarily young, the fun and the visual stimulation all can be nicely wrapped in a video for more awesomeness.

Source: Simplify360 - A Social Media Analytics Tool

Feedback on Strategy

Not only me, even Jabong's highly engaged community is impressed with its social media communication. Which explains why there's a lot of positivity about the brand floating online. A big thanks goes to its Twitter team which handles the customer queries with such an ease.

Source: Simplify360 - A Social Media Analytics Tool

Hopefully, the other brands will learn from Jabong.

Analytics support courtesy: Simplify360