CES 2014
Social Insight
4th January – 12th January 2014
Contents

Introduction

2

Talking Points

3

Daily Trends

4

Channels

5

Products

6

Emerging Trends

9

Keynote Speak...
Introduction
Top Organisations
Rank
The following study provides an in depth analysis of 750K pieces of social
media conte...
Talking Points
Voice controlled smart beds caught
the attention of talk show host Jimmy
Fallon.
His
humourous
tweet
“A new...
Daily Trends
4 Jan: Pre-show buzz begins to build, focusing
on wearable tech, the ‘internet of things’ and
4K streaming. A...
Channels
Blogs (3% of CES content) were very much the follow
up channel for the more real time focussed Twitter,
allowing ...
Products

Mentions

80,000

72,383

69,935

68,456

63,019

60,026

60,000

45,020
35,742

40,000

34,047

30,470
17,949

...
Products
TVs

Automobiles

Predictably, @samsungtweets was the most
mentioned tweeter, regularly updating followers
on Sam...
Products
Audio

Cameras & Imaging

Social media was abuzz with audio technology
developments (36K mentions), as both speci...
Emerging Trends
Wearable Tech
Volume
Wearable Technology (61.5K mentions) was the most prominent trend to emerge
from CES ...
Keynote Speakers
Marissa Meyer: 5.2K mentions
Marissa Meyer's keynote address was live blogged by numerous tech and
mainst...
Influencers

Marc Perton
Executive Editor, Engadget

Roger Cheng
Executive Editor, CNET

Lance Ulanoff
Editor-in-Chief, Ma...
Wrap Up

750K
mentions

617K
Tweets

Top Hashtag: #ces2014
Top Trend:
Top Keynote Speaker:

Marissa Meyer, Yahoo

Wearable...
Glossary
Top organisations – rankings based on organisation mentions, product mentions and major
brands (of each organisat...
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Social Media Trends From The Consumer Electronics Show 2014

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This report analyses the social media trends from the Consumer Electronics Show held in Las Vegas, which is one of the biggest technology events of the year.

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Social Media Trends From The Consumer Electronics Show 2014

  1. 1. CES 2014 Social Insight 4th January – 12th January 2014
  2. 2. Contents Introduction 2 Talking Points 3 Daily Trends 4 Channels 5 Products 6 Emerging Trends 9 Keynote Speakers 10 Influencers 11 Wrap Up 12 Glossary 13 CES 2014 : 4th January – 12th January This report is © Gorkana Group. All products, reports, research and services are supplied pursuant to our standard terms and conditions of trading, a copy of which are available on request. No part of this report may be shown, presented or disseminated in any format, including electronic, to any company without Gorkana Group’s explicit and written permission. 1
  3. 3. Introduction Top Organisations Rank The following study provides an in depth analysis of 750K pieces of social media content (English language only) related to CES 2014. We used Gorkana’s social media monitoring tool solution to source and analyze these mentions and to draw insights from the data. The time period for the study includes all mentions from 4-12 January 2014 and provides an insight into social conversations occurring in the buildup to the event, as well as post-event discussions. Content was sourced based on CES keywords, brand keywords, product keywords, participating personalities and news organizations. This report provides insight into social media conversations broken down by talking points, daily trends, channels, product categories and emerging trends. Influencers were indentified using Traackr, an influencer identification tool, based on keywords. Samsung was the clear winner on social media, followed by Google and Sony. Wearables emerged as the top trend from the event. The key drivers of their coverage and the top personalities from the event are detailed in this report. Author: Sidharth Gopakumar Product Manager: Analysis & Insights sidharth.gopakumar@gorkana.com For Enquiries: Sarah Kemp PR & Social Engagement Manager sarah.kemp@gorkana.com Organisation Volume Rank in 2013 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 Samsung Google* Sony Intel Apple Microsoft LG Logitech Audi T-Mobile Panasonic AT&T Lenovo Valve Asus Ford Qualcomm BMW Toyota Amazon AMD Blackberry Huawei Toshiba Vizio 88,981 48,046 40,783 32,213 31,032 29,395 18,192 13,901 12,738 10,886 10,813 9451 9225 8095 8063 6670 6520 5954 5084 5083 4382 4177 3884 3751 3677 1 4 5 6 2 3 8 16 11 20 10 18 19 22 9 25 17 14 23 - *Google includes Andriod mentions CES 2014 : 4th January – 12th January 2
  4. 4. Talking Points Voice controlled smart beds caught the attention of talk show host Jimmy Fallon. His humourous tweet “A new bed at CES gets firmer by voice command. So if you come home & hear spouse saying “Harder!” Best case, it's a new bed” was retweeted 1,200 times, raising the profile of Sleep Number‘s new feature rich bed range. Although Apple didn’t officially participate in the event, that didn’t stop it being the 5th most talked about organisation with 31K mentions. Last year’s trend of the ‘Apple Economy’ continued this year, with the announcement and releases of a slew of products linked to the iPad and the iPhone. The iPhone stun gun by Yellow Jacket got CES excited and found its way into numerous ‘CES takeaways’ articles. CES 2014 : 4th January – 12th January T-Mobile had a very successful CES, with its plan to pay early termination fees to switch over to their network resulting in nearly 11K mentions. Their CEO John Legere was a major topic of conversation for crashing and subsequently getting kicked out of AT&T’s CES party. CNET’s tweet “T-Mobile is now the fastest 4G LTE network in the nation, @JohnLegere” was retweeted 55 times. Engadget was one of the most popular publications reporting at CES. Its story on Intel’s Edison was one of the most popular stories on Twitter, appearing in over 4.5K tweets. TVs and hardware products stole the march on the other product categories in Engadget’s coverage. Michael Bay’s botched announcement of Samsung’s curved TV resulted in him raking up 15K mentions during the event. The announcement did result in increasing Samsung and its curved TV’s profile in the non technology community. Toyota’s hydrogen fuel cell powered sedan increased the visibility of Toyota at CES (over 5K mentions). Toyota’s other concept cars excited commentators as well; IGN’s video called Toyota’ s FV2 ‘Tron-like’ (received nearly 100 comments), During CES, Lenovo took the wraps off a variety of products, including tablets, convertibles and notebooks. Amongst them, the ‘ThinkPad X1 Carbon’ ultrabook generated the most buzz in social media, raking up over a thousand mentions. Techrepublic hailed this product as embodying the trend of ‘contextual computing’. Significant buzz was also created by VP Dilip Bhatia’s interview with Engadget about Lenovo’s plans for 2014. 3
  5. 5. Daily Trends 4 Jan: Pre-show buzz begins to build, focusing on wearable tech, the ‘internet of things’ and 4K streaming. Acer and Pebble grab attention with their computing range and smartwatch respectively, but rumours of the new Google Nexus 10 tablet by Samsung at CES result in nearly 3K mentions of Google and 2.2K mentions of Samsung. 6 Jan: Pre-show press events draws all the attention as brands preview some of their major products early. The launch of Samsung’s UHD curved TV inadvertently overshadowed all other launches, due to Michael Bay walking off stage during the event. Accenture reveals results of the Digital Consumer Tech Survey, predicts trends for the next 12 months. 5 Jan: Samsung continues to set the agenda on social media; reports of their ‘smart home’ product launches captured the imagination of tech enthusiasts. Nvidia‘s computer chip ‘crop circle’ publicity campaign help drum up interest in its Tegra 4 processor. 7 Jan: Coverage increases on the official first day of CES as momentum from the big product announcements of the previous day continues to build. Sony announce Playstation Now, further enhancing their cloud based services. 8 Jan: Day two brings the launch of the much-discussed Project Christine by Razer, while T-Mobile held the biggest press conference of the day. Logitech’s computing peripherals trend on social media, making it one of the most mentioned companies on the day. 9 Jan: The penultimate day of CES sees the highest amount of coverage, with most big brands having decided to ramp up their presence. The WWE Network announce a digital streaming service, hoping to reinvent live content and 24/7 programming. 180,000 156,739 160,000 135,190 140,000 123,555 120,000 100,000 84,227 10 Jan: Awards elevate specific products above the crowd in their respective categories. Oculus Rift’s 'Crystal Cove' prototype wins the 2014's Best of CES award. 11-12 Jan: Post event coverage ruminates on the best of CES 2014, with Samsung, Lenovo, Sony and Pebble regularly topping ‘CES highlights’ lists. Consideration was also given to CES’s continuing relevance, with CNET commenting: “Big companies choose to launch their big products at smaller events; places where they can control the tone, control the tempo, and control the access.” 91,221 80,000 57,082 60,000 40,441 40,000 34,197 26,239 20,000 0 04-Jan-14 05-Jan-14 06-Jan-14 07-Jan-14 08-Jan-14 09-Jan-14 10-Jan-14 11-Jan-14 12-Jan-14 CES takes place CES 2014 : 4th January – 12th January 4
  6. 6. Channels Blogs (3% of CES content) were very much the follow up channel for the more real time focussed Twitter, allowing for in-depth analysis and discussions (in the comments section). Posts focused around live blogging of press conferences and keynotes, the merits of new launches, hands on reviews of the hot or unusual products and discussion of the event itself. Techbuzzblog was one of the top bloggers, with 177 posts during CES. Other prominent blogs included zennie62blog and Spartanpixel. On wearable tech, Techzuzzblog warned that “Wearable tech is so fragmented, with so many ideas and separate apps and services, that there’s no way every part can survive unless some standards and synchronicity are upheld.” Forum discussions of CES was predominantly focused on chatter around the announced hardware and gaming products. This channel‘s importance to smaller product categories cannot be underestimated, as the highly engaged audiences using these forums are usually early adopters of new technologies. The gaming forum Neogaf.net was one the top forums during CES with 300 separate posts and umpteen forum replies for each post. 5% 3% 6% Samsung was the most discussed brand on Facebook during the event and successfully used its corporate pages, including SamsungUSA and SamsungNotebook, to engage social media users. Liked by 1.2m people, the SamsungUSA page (and other selected brand pages) had a separate ‘Social Station’ brand tab to centralise all its blog, video and images content during CES. All content was embedded, reducing friction for engaging with the content and improving the overall experience for followers. LG also hosted a live blog brand tab on their pages. 2% 1% In the midst of ‘socialization of the internet’ News sites still held their authority (6% of CES content) due to their brand reputation and their ability to separate the wheat from the chaff, aided by a line up of star columnists and influencers who offered their expert opinion on all the developments. A combination of the brand value of Google and its aggregation capabilities made Google News the top news site to follow CES during the event (over 400 mentions). The other influential sites were Engadget, CNET, Mashable and Techcrunch. Compared to last year, Twitter increased its dominance as the de facto news resource for the event. The platform accounted for 83% of all CES related content. 83% Blog News Forum Video Twitter Facebook Video Posts largely featured keynotes, press conferences and hands on reviews of the latest products demoed at CES. CNET was among the most prolific posters to YouTube and Metacafe, uploading 265 videos during CES. Although Youtube was the most popular site for videos with nearly 3.5K uploads, a notable difference from last year was the advance of Metacafe as a viable alternative. CES 2014 : 4th January – 12th January Facebook updates were utilised by organisations to spread the latest news, blogs and images (5% of overall content). Offering a more flexible content platform than Twitter, it was noticeable that there were more links and visual content on Facebook than the previous year. Day 1 saw the highest volume of coverage on this platform. A majority of tweets were retweets that included a link to news, blogs, photos and videos from the show, as the likes of Mashable and CNET offered live updates. Other popular tweeters during the event included the official Twitter handle of the event @intlces, @intel and @Samsungtweets. The official hashtag #ces2014 trended strongly, appearing in over 250K tweets. #ces was used in around 38K tweets. Logitech‘s Twitter strategy for the event was instrumental in increasing the organisation’s media footprint. Hourly prizes for reweets and product reviews resulted in their hashtag #logitechlive topping the brand hashtag charts (13K tweets), despite facing stiff competition from heavyweights like Samsung and Sony. 5
  7. 7. Products Mentions 80,000 72,383 69,935 68,456 63,019 60,026 60,000 45,020 35,742 40,000 34,047 30,470 17,949 20,000 0 Phones Hardware & Peripherals TVs Automobiles Laptops & Tablets Gaming Audio Cameras & Imaging Health & Fitness Home & Lifestyle Tech Phones Hardware Many phone companies withholding major announcements until the Mobile World Congress resulted in Sony's Xperia Z1 range (4.6K mentions) stealing the headlines in this sector. T-Mobile's (10.8K mentions) announcements had a significant impact on social discussions, with many users declaring their intention of switching to the network. Unique features like curved screens (LG Flex: 1750 mentions) and phone-cum-tablets (Asus Padfone: 1321 mentions) were also popular on video sites and video reviews hosted on tech websites. #android was one of the most popular hashtags for the sector (565 tweets), indicating the depth of Google's influence on the industry. Nvidia (9.5K mentions) created waves with their demo of the Tegra K1 chip processor. This product won awards in multiple categories at CES, helping Nvidia beat direct competitor Qualcomm by 3K mentions. Intel (32K mentions) won plaudits from most tech publications for championing the 'Internet of Things' and the ‘wearables’ movement. Social media users were enamoured with 'Project Christine' (4.2K mentions) by Razer, asking the opinion of influencers like Tom's Hardware and Anandtech about what the product meant for the future of modular computing. On Twitter, a user generated video review tweeted by @Logitech had the highest reach for the sector. CES 2014 : 4th January – 12th January 6
  8. 8. Products TVs Automobiles Predictably, @samsungtweets was the most mentioned tweeter, regularly updating followers on Samsung's TV launches like its curved UHD range. Forums and blogs deconstructed the various announcements in detail, with users comparing Samsung's TVs to TVs from LG, Sony and Panasonic. Wired declared: "Giant, bendable 4K TVs" as the key trend within the industry. Mutually beneficial partnerships between TV manufacturers and Netflix for 4K streaming aided Netflix to achieve a combined total of 5.6K mentions. The Verge published an in depth piece on how Netflix ‘won CES’ and remarked: “4K may be the disruptive masterstroke that turns Netflix from a company that changes the way we watch TV” (294 comments). Ford, Audi, BMW and Toyota showcased their vision for the future of automobile transport and received high praise from publications and car enthusiasts alike. The Guardian stated: “If you were a fan of Knight Rider and dreamed of a car that could talk, drive itself and save you from peril, hold tight: it's coming" about BMW’s driverless functionality. Surprisingly, it was Intel which set the agenda with its thought leadership on the ‘connected car' and its partnerships with auto companies (@Intel was the most mentioned brand handle with respect to automobiles, present in 3K tweets). Laptops & Tablets Gaming The progression towards unique and differentiated form factors for computing devices accelerated with the release of various products from multinationals and niche players. Samsung's Galaxy Pro series was one of the most popular product ranges (6K mentions) and although reviews were detailed, reviewers refrained from giving a final verdict until price details were available. Regarding companies, Microsoft and the Windows operating system ruled the social airwaves with respect to computing devices, with its owned media blog on Panasonic’s Toughpad being one of the most popular stories on Twitter (1.2K tweets). Microsoft actively ran social campaigns for products running on Windows. More than half of all gaming conversations took place on Twitter, as gamers discussed announcements and launches in detail, especially the Crystal Cove by Oculus Rift (6.3K mentions). Mashable pointed out that it "will change the way we engage with stories, play games and even approached medicine.” Also, Valve's Steam Machine and Sony's PlayStation Now were a hot topic of discussion on forums like Overclockers and Gamersintuition. Xbox’s director of product planning made statement ("the console as a single-purpose device is the past”) that sparked off a wider internet analysis on the state of the gaming industry. CES 2014 : 4th January – 12th January 7
  9. 9. Products Audio Cameras & Imaging Social media was abuzz with audio technology developments (36K mentions), as both specialist audio companies and larger technology conglomerates released multiple audio products. On Twitter, competitions for free products helped audio firms like Phillips (Phillips Dot Bluetooth speaker appeared in nearly 500 tweets) and DTS (#dtsplayfi was used in around 1.5K tweets) gain prominence. After the event, the tech press identified prominent trends within the industry. The Verge commented on sound bars (driven by Vizio and LG) and wireless speakers (Samsung's products stood out) being the highlights of the event. Although there was a great deal of interest in the sector (#photography was one of the top product hashtags), Nikon (2.2K mentions) was the only major organisation to launch a flagship still camera, although Sony and Canon did launch consumer models like Alpha 5000 and Powershot respectively. Regarding camcorders, 4K was the key theme to emerge from the show. Sony's 4K Handycam (700 mentions) stood head and shoulders above other products, with photography influencers highlighting its plans to start shipping in March, compared to other prototypes, as a key reason for its popularity. Health & Fitness Home & Lifestyle A slew of fitness trackers and smartbands aided in drumming up interest in the event with the non technology media. The Razor Nabu emerged as the clear winner in social media conversations with nearly 3.5K mentions. DigitalTrends wrote: “Most impressive though, it’s an open platform that allows third-party apps. Whether you’re a gamer or not, the Nabu has earned a spot on your wrist.” Razor used their Twitter account to campaign for the “Best of CES" award and their followers responded by helping in maximising the reach of the campaign and ultimately voting for the product. This product category was a dominant influence on wearable tech becoming the top trend from the event. This category (along with Audio) saw a high proportion of female tweeters, compared to other categories. Another standout trend was the comparitively high volume of tweets from South America for this category. Yet again, Samsung emerged as a clear winner, leading the mentions chart as well as trending on Twitter. Whirpool's (1.5K mentions) suite of products received kudos from publications aimed at mothers and families (Coolmomtech hailed the arrival of the 'Jetsons Era'). 'Home automation' was a key message that propagated though social media, with users predicting the trend to consolidate over the next few years. CES 2014 : 4th January – 12th January 8
  10. 10. Emerging Trends Wearable Tech Volume Wearable Technology (61.5K mentions) was the most prominent trend to emerge from CES 2014. Pre event buzz about the topic was fuelled by health and fitness devices, and formed an important part of Intel's keynote speech during the event. The release of a range of smartwatches and gaming devices added to the buzz. Google Glass Whether planned or not, Google Glass (4.5K mentions) did make waves at the event, partially because of the high volume of attendees wearing the product during the event (occasionally to the mild annoyance of others: “no one should have to be in a room with this many Google Glass wearers #ces2014“ tweeted @erfon). Many new wearable tech products were compared to the Glass in their reviews, although rapper 50 Cent warned that the product “takes away all the privacy” (7.3m followers on Twitter). 12% 28% Robotics 8% Bendable/Curved Screens Cloud Computing 6% High Definition Displays Internet of Things 7% Start Ups 15% 24% Wearable Tech Twitter Engadget's story on Intel's Edison was the most shared story on Twitter; #wearabletech formed a part of 3387 tweets. Not surprisingly, Intel, Razer and Pebble were the top brand handles to be associated with this trend. High Definition Displays Internet of Things Volume High Definition Displays accounted for 52K mentions, driven by TVs and computing devices that came with high definition displays. Volume The Internet of Things raked up 3.3K mentions during the event, making 2014 the year when it went from buzzword to market reality. Many new connected devices were on display throughout the halls of the Las Vegas Convention Center including various smart appliances, remote monitoring services and autonomous vehicles. Twitter A story introducing Panasonic's 4K Tablet was the most shared story on Twitter. Samsung, Panasonic and Microsoft were the most mentioned tweeters. #samsungces was the top brand hashtag, mentioned in over 200 tweets. 4K Mashable pointed out: “4K Reaches Critical Mass at CES 2014", and predicted that “it will become the new standard in high-res video, what 1080p is today”. A key development highlighted by forums and blogs was the increasing affordability of this technology. CES 2014 : 4th January – 12th January Cisco Cisco's keynote address highlighted this trend as the 'Internet of Everything'. This message quickly permeated into social conversations, with 1.2 K mentions. CEO John Chambers was the 4th most popular keynote speaker, with the tech press buzzing about his prediction of the size of the IoT industry, while social media were more impressed with the appearance and contribution of actress Sarah Silverman. 9
  11. 11. Keynote Speakers Marissa Meyer: 5.2K mentions Marissa Meyer's keynote address was live blogged by numerous tech and mainstream publications. The mainstream press published articles on Yahoo’s refocus as a media company and her acquisitions plans whereas tech bloggers and social media users were more concerned about her plans for Tumblr and the new Yahoo News Digest. Forbes, clearly impressed, wrote an article about public speaking lessons that can be learnt from her keynote style. The Next Web remarked that the partnership with Saturday Night Live and the appearance of John Legend "reminded the audience members that Yahoo is still very much about entertainment." Brian Krzanich: 2.1K mentions Intel positioned itself at the forefront of the internet of things, and Brian Krzanich's address went a long way in re-emphasizing that message. His preview of wearable devices during the key note on the opening night, set the ball rolling on ‘wearables’ establishing itself as one of the top tech trends of the year. Influencers pointed out that Intel has shifted to tablets and wearables from phones and opined on what that meant for the overall direction of the industry. According to International Business Times: “Intel (is) Betting Big on Wearables in 2014 to Avoid Repeating Mobile Mistake.” Marissa Meyer Kazuo Hirai: 1.4K mentions Brian Krzanich Sony CEO's cult following amongst PlayStation fans assisted him in gaining third spot in the keynote speak rankings. The unique feature of the media reaction to his keynote was the focus on his vision and plans, rather than the products being released or prototypes showcased. Sony ensured the keynote got sufficient coverage by live steaming the keynote and publishing a behind the scenes video on Youtube and on their owned media assets after the event. One of the headlines on The Verge proclaimed: "Sony returns to the swagger of its glory days.“ CES 2014 : 4th January – 12th January 1 2 Kazuo Hirai 3 10
  12. 12. Influencers Marc Perton Executive Editor, Engadget Roger Cheng Executive Editor, CNET Lance Ulanoff Editor-in-Chief, Mashable Reach Score: 97 Relevance Score: 92 Resonance Score: 99 Reach Score: 99 Relevance Score: 99 Resonance Score: 96 Reach Score: 99 Relevance Score: 99 Resonance Score: 96 Marc Perton is the Executive Editor of Engadget. He has donned many hats in his tech news career, from Senior Editor at Engadget to Executive Editor for Consumer Reports, and then Director of Content for Gdgt. Roger Cheng is the Executive editor at CNET in charge of East Coast coverage and breaking news. He also covers mobile and prior to CNET, he spent nearly ten years covering technology at the Dow Jones Newswires and WSJ. A 25-year industry veteran and award-winning journalist, Lance Ulanoff is an American tech and social media commentator. He is a former Editor-inChief of PCMag.com and PC Magazine and SVP of Content for PCMag Digital Network, and is now editorin-chief at Mashable.com. • (Mashable.com) CES 2014 : 4th January – 12th January 11
  13. 13. Wrap Up 750K mentions 617K Tweets Top Hashtag: #ces2014 Top Trend: Top Keynote Speaker: Marissa Meyer, Yahoo Wearable Tech Top Influencer: Marc Perton, Engadget CES 2014 : 4th January – 12th January 12
  14. 14. Glossary Top organisations – rankings based on organisation mentions, product mentions and major brands (of each organisation). Content – Articles, blog/micro blog posts etc containing mention of a search term or phrase. Follower – An individual or organisation engaging in social media, who regularly attends to the statements made, or opinions expressed by another individual or organisation through a social media platform. Influencer - An individual or organisation with an established presence in social media, who’s opinions and posts are regularly read by a large number of people. Traackr - Traackr is a technology company dedicated to locating, scoring and ranking the top online influencers for any topic or market, based on reach, resonance and relevance. For more information, please visit www.traackr.com. Reach Score - This is a measure of total audience size. Blog visitors, Twitter followers, YouTube subscribers, etc. go into scoring. Resonance Score - This is a measure of how much activity someone creates when they publish. Twitter retweets, linkbacks, comments etc. are factors of someone's Resonance. Relevance Score - This is a measure of how relevant someone is to a topic. Relevance is a factor of how often someone uses the keywords that drove the search; the timing of the keyword usage (more recent posts are weighted more heavily); the diversity of the keywords used by an influencer; and the placement of keywords (title vs. body). CES 2014 : 4th January – 12th January 13

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