Social listening report - March

SOCIAL LISTENING
MARCH 2020

#PlayItSafe

AT A GLANCE

MENTIONS

● Total Volume of Mentions for
the month of March.

● Share of mentions on Media.
● Buzz Trend.
● Conversation Categories.

SENTIMENTS

● Sentiments over time from 1st
to 31st of March, 2020.

● Top Positive posts
● Top Negative posts
● Positive and Negative Word

Cloud

ENGAGEMENT

● Twitter - Reach, Tweets,
Replies and Engagement.

● Facebook - Page posts, Reach,
Impressions and Likes.

● Instagram - Tag Posts, Reach,
and Impressions.

MENTIONS = “DECATHLON”

Where “DECATHLON” as ‘#
or @Decathlon’ is tagged on

Social Media are called
Mentions!

TOTAL MENTIONS

9537

5535 605 3397

Positive Negative Neutral
mentions Mentions Mentions

9.48% -9.57% 43.15%
from from from
February
February February

VOLUME OF MENTIONS BY MEDIA

Relative share of volume of conversations for each media
type. Understand which platform (such as Twitter, News,
blogs) is getting maximum conversations

Key Highlights

● Instagram is the top media channel for March
with 5493 mentions.

● Twitter and Facebook had 15.8% and 19.4%
of the total conversation volume.

● A total of 325 users reviewed our Mobile
Application.

BUZZ TREND ABOUT “DECATHLON”

Volume of conversations over time for multiple Topics and
Profiles at a time.

Key Highlights

● On 25th march, we hit the peak of 435
mentions. And the major reason for this was
the interactive games that were posted on all
our platforms in interest of keeping people
engaged during the lockdown

● Positive words such as sporty stories, Play it
safe, Sports and Fitness are signs of healthy
buzz cloud.

● “Refused, Suffering, Arrogant and worst” are
words spoken regarding our service.

25th March
435 Mentions

CONVERSATION CATEGORIES & HIGHLIGHTS

An over time chart on how Topic was discussed for various
classifications

❖ This is the top 6 categories of mentions.
❖ This includes Positive, Negative and Neutral posts.

HIGHLIGHTS

DIGITAL

Our Online portals for shopping i.e., Website and Application.
● Total of 325 reviews for our Application.
● 323 - Mobile App Reviews and 2 - IOS App Reviews.
● App Reviews - 2.1% - App order Tracking, 1.53%- Stock of
products and 1.23%- Wishlist
● Website - 21.6% - Order Confirmation and 16.2% -
Payment issue

SERVICE

Our services include Stores, Online orders and Information.

● 38.8% of conversations on categories- Delay in
Delivery

● 14.9% and 14.9% - Tracking and Refund.

● 38.8%- Store escalations

● 6.43% - Quality and 3.57%- Warranty

BRAND IMAGE

Brand Image is the current view of the customers about Decathlon.

We had nearly 1500 users interacting with us on instagram, post
complete lockdown. And the interactions were mainly on the games
posted on the platform and users tagging us on the photos and videos
that they have made of their workouts at home and showing their
support towards #PlayItSafe

SENTIMENT ANALYSIS

Key Highlights

● Positive Posts about ‘Best’ and ‘Benefits’ were
mentioned.

● “Arrogant” and “Refused to” were Negative
mentions.

Sentiment Analysis Over Time

Sentiment of conversations over time for multiple Topics and Profiles at a
time.

29th March
253 mentions

25th March
226 mentions

2nd March
70 mentions

HIGHLIGHTS

2nd March - The negative mentions comprises of the then recent Data leak (Spain) and a privacy concern (in providing
contact details) where a customer’s tweet went viral

25th March - The Neutral mentions comprises of the users participating in our games that were posted on our platforms

29th March - The positive mentions comprises of the users who came in support of #PlayItSafe by posting a picture / Video
of them working out at their homes

TOP POSITIVE HIGHLIGHTS

TOP NEGATIVE HIGHLIGHTS

POSITIVE AND NEGATIVE WORD CLOUD

TWITTER ENGAGEMENT

No.of users
that have
clicked on
our Tweets

No.of ● We had 1186 Mentions
users that
have seen on Twitter in March.

tweets ● In which Product as
Positive

● Stores and Privacy as
Negative.

HIGHEST
ENGAGEMENT

FACEBOOK No.of times
the posts
have been
displayed
on feed.

No.of users ● Engagement - No of people who have
have Liked seen our posts.
or Comment
● Reach - Total times posts displayed
on our on Facebook feed.
posts/story

This post had the highest
Engagement with 907 Likes and

222 Comments

INSTAGRAM No.of Users
have Liked or
Commented

on our
posts/stories

No.of
Users
have seen

our
Content

This post was done by our team
and had the highest Engagement

with 2820 Likes.

SOCIAL MEDIA ADS & POSTS

This ad sparked a lot of interest amongst
the audience, but the ad did not provide any
information about the job role and hence
leading the audience to ask the same in the
comment section.

The ad mainly was directed in aiding
audience by providing yoga poses to
relieve back aches, as this was a common
problem for people working from home.
However it was not well received by some
of our audience as they disagreed with the
statement made.

The post created a lot of engagement from
the users and a combined audience
(Facebook & Instagram) of 170, participated
in the comment section to play the game.

COVID-19

Buzz that was created around Decathlon India during
COVID-19 Outbreak
Due to the recent outbreak of the Coronavirus in the nation, we had
a widespread of rage, confusion and support by our customers. We
saw a steep increase in discussion of this topic on the end of
second week of march (As indicated in the graph). The initial
discussions were related to just the stores, as our online services
were still active at the moment.

COVID 19 - General queries of whether the stores are operational. Also the number of escalations (4 people) we
received for operating the stores in the given situation

COVID free Shipping and offers - The customers who requested free shipping and suggested offers to
be given on products
COVID Orders - Customers who were concerned on getting their order or customers who wanted to
know if we would deliver considering the situation post 22nd. And customers who cancelled their orders
Innovative Product - An Italian researcher who converted Decathlon snorkeling mask into ventilators to
help aid coronavirus victims
COVID Delivery Request - Customer who have been requesting to deliver products or wanting to know
when our services will resume to place an order
COVID Raincoat - Users saw the range of Ponchos available with us as an alternative for PPE for the
personnels on duty and were requesting to provide the same

The below shown tweets were from customer who were
disappointed about the stores being open and some not following
safety concerns at that moment.

We had customers wanting to cancel their orders because of the
decision taken by the government to shut all non essential services
down

The
customer
was agitated
about the
delay in
taking the
decision of
shutting
down all our
services

THE LATEST BUZZ

The latest buzz is about Isinnova, an Italian researcher who designed and 3D printed a new
connection between the ventilator and the SNORKELING MASKS, which can be used in a
worst-case scenario in hospitals around the world.
The initial trend was noted around the 22nd of March, following which the topic was made
visible by many Internet users in recent days and presented as a possible protective mask with
Coronavirus. The users across the nation are interested to know if the snorkeling masks in
India can be used to aid victims of the Coronavirus as how it was in Italy. And the idea is being
widespread following which we anticipate higher mentions or contacts on the topic

The concerned citizens of the nation saw the PONCHOS available with us as an alternative for
PPE for the personnels on duty, as the supply of PPE are not sufficing the demand

We have received numerous requests from our users to deliver
product post complete lockdown.

TAKEAWAYS

● Order Delay and return pick up are major complaints on
Twitter and Facebook. We had 62 mentions on social
media regarding order delay,status,refund etc

● As the demand for the PPE is increasing due to the
crisis, we see an increase in the number of requests for
our products (Snorkeling mask, Poncho etc) which serve
as an alternative in worst case scenario. We had 42
mentions regarding the case in the last week of march.

● In the last week of March we have had 13 users
requesting our online services be resumed to deliver our
products, so to help aid their daily fitness routine in this
crisis