mwc 2016 - mobile device brands
Post on 10-Jan-2017
372 Views
Preview:
TRANSCRIPT
Mobile device brands at Mobile World Congress 2016
Ged Carrollrenaissancechambara.jp
In this presentation• Background /
Methodology• Brand share of voice
• Overall Share of Voice – mentions
• Conclusions• Relative share of voice by
platform
• Brand mention authority distribution• Brand mention authority• Samsung relative authority v.
mentions by media• LG relative authority v.
mentions by media• HTC relative authority v.
mentions by media• Xiaomi relative authority v.
mentions by media• Huawei relative authority v.
mentions by media
Background / Methodology• Mobile World Congress is a
culture-neutral event of global significance which makes it of interest to study
• Benchmarking against:• Each other (brand mentions
and relative authority / mentions distribution)
• Discussions about Apple (despite their absence from participating at MWC) – brand mentions
• Primary focus on Twitter – most accessible data source
• Secondary focus on online ‘mainstream media’ and blogs
• Random samples of 5,000 posts were used unless the total population was less than 5,000. If so size will be stated on slide
• Sorted by proprietary tool ‘authority’ algorithm (0-10). Factors considered include• Following• Propagation• Influence of audience
Brand share of voice
Overall Share of Voice (SoV) - mentions
% SoV excluding Apple
Samsung LG HTC Xiaomi Huawei
% SoV including Apple
Samsung LG HTCXiaomi Apple Huawei
Mentions in blogs, online ‘traditional media’, forums and Twitter
Conclusions from share-of-voice by mentions• Apple continues to be a topic of discussion despite its
absence from MWC• The brand continues to define many of the key issues in
handsets• It is the proverbial elephant in the room
• Not even Huawei’s publlic partnership with Leica managed to generate the mentions equivalent mentions to Apple during the period of time I measured• LG and HTC generated outsized mentions in comparison
to their market share
Relative share of voice by platform
Blogs
Forums
Online traditional media
Twitter 0%
50%
SamsungSamsung
Blogs
Forums
Online traditional media
Twitter 0%
20%
40%
LGLG
Relative share of voice by platform
Blogs
Forums
Online traditional media
Twitter 0%
10%
20%
XiaomiXiaomi
Blogs
Forums
Online traditional media
Twitter 0%
5%
10%
HuaweiHuawei
Relative share of voice by platform
Blogs
Forums
Online traditional media
Twitter 0%
10%
20%
HTCHTC
• Interesting variance by platform, by brand. • Huawei has strength in
generating media coverage, but relatively weaker in social media buzz• Xiaomi is all Twitter buzz• Samsung and LG are
relatively good all-rounders in terms of generating social and media buzz
Brand mention authority distribution
Brand mention authority• The number of brand
mentions is only one facet of success in communications• What about how
authorative those commenters are? • Quality as well as quantity
of buzz generated
• Authorative authors are more likely to be:• Read• Shared• Actioned upon
Samsung relative authority v. mentions by media
0 1 2 3 4 5 6 7 8 9 1005
101520253035404550
% distribution of mentions vs. measure of authority
% distribution of mentions (Twitter) % distribution of mentions (blogs)% distribution of mentions (onine traditional media)
There is a dichotomy between the higher than average authority of Twitter conversationists, whereas media and bloggers are skewing towards low authority by comparison
LG relative authority v. mentions by media
0 1 2 3 4 5 6 7 8 9 1005
101520253035404550
% distribution of mentions vs. measure of authority
% distribution of mentions (Twitter) % distribution of mentions (blogs)% distribution of mentions (onine traditional media)
There is a diacotmy between the classic normal distribution of Twitter conversationists, whereas media and bloggers are skewing towards low authority by comparison
HTC relative authority v. mentions by media
0 1 2 3 4 5 6 7 8 9 1005
101520253035404550
% distribution of mentions vs. measure of authority
% distribution of mentions (Twitter) % distribution of mentions (blogs)% distribution of mentions (onine traditional media)There is a dichotomy between the classic normal distribution of Twitter conversationists, whereas
media and bloggers are skewing towards low authority by comparison. HTC has slightly higher authority media interest compared to LG & Samsung (Blogs sample size 2515)
Xiaomi relative authority v. mentions by media
0 1 2 3 4 5 6 7 8 9 1005
1015202530354045
% distribution of mentions vs. measure of authority
% distribution of mentions (Twitter) % distribution of mentions (blogs)% distribution of mentions (onine traditional media)Xiaomi skews higher than normal distribution of Twitter conversationists, media and bloggers are skew
more towards low authority by comparison. Xiaomi has a higher authority media interest with 9 & 10 authority (Blogs sample size 1,548, online traditional media 4,735)
Huawei relative authority v. mentions by media
0 1 2 3 4 5 6 7 8 9 100
10
20
30
40
50
60
% distribution of mentions vs. measure of authority
% distribution of mentions (Twitter) % distribution of mentions (blogs)% distribution of mentions (onine traditional media)Huawei’s mentions skew more towards the middle authority than competitor brands, it moves loser to
a normal distribution rather than the high authority skew of Xiaomi (Blogs sample size 1,447)
About meAmazon author page: amzn.to/1SeO5IlLinkedIn page: linkedin.com/in/gedcarrollAbout: renaissancechambara.jp/aboutBlog: renaissancechambara.jpEmail address found here: scr.im/renaissanceTwitter account: @r_cSina Weibo: renaissancechambara
thank you | 谢谢 | míle buíochas! | 감사합니다 | danke | ありがとう | merci | спасибо | cam ơn | whakawhetai | takk | ขอขอบคณคณ | terima kasih | σας ευχαριστώ | grazie | شكرا | þakka þér | დიდი მადლობა | kiitos | நனறி | gracias
top related