CES 2012: TRENDS, TECHNOLOGIES AND MEDIA RESPONSE...because sometimes, what happens in Vegas, shouldn’t stay in Vegas
IntroductionEvery year in January the great and the good of the consumer technologyindustry descend upon Las Vegas to showcase their latest innovations.Anybody who has ever attended will agree it is easy to get lost in the crowd,both physically and from a brand perspective. Some companies returntriumphant. Others join a long list of those who hoped to strike it lucky inVegas, but leave with little to show – except some late nights in America’splayground – after spending a lot of money.GolinHarris has pulled together this report to explore the media trends andoutcomes from this year’s show, highlighting what worked in terms ofgenerating media coverage and that all-important social media buzz.I hope you enjoy it. If you would like to discuss any of the points raised inmore detail, please drop us a line.Lisa FalcettiExecutive Vice President, Co-Lead, U.S. Technology PracticeGolinHarrist 714.918.8228 email@example.com
Walking the floor:Long before most of us haddiscovered the remote control, LasVegas favorite, Elvis Presley,famously used a gun to turn off histelevision (right).Technology has come a long waysince then, of course, and Elviswould have needed a whole army ifhe was to take issue with all thetelevisions on display at CES lastweek.Unlike Elvis in his Las Vegas heyday,these televisions also are gettingthinner by the year and it was that Did you know: Despite pre-showinnovation, alongside the rise of talk of decline, CES 2012 boasted aOLED screens and smart TVs, which record-breaking 3,100 exhibitorsreally caught the imagination of and attracted more than 153,000many media attendees. attendeesHowever, it was far from just a TVshow.Smart phones and tablets also were abundant this year with names, such as Nokia,staging a ‘comeback special’ of their own. The launch of the Lumia 900 certainly gotmore than its fair share of column inches.CES also played host to a host of weird and wonderful gadgets on display. And, upfor discussion in the media were perennial talking points, such as the ‘Booth Babes,’with Forbes posing a key question – are girls in bikinis still the way to create interestin consumer technology in 2012?
Making a splash:Who generated the most media coverage and whomade the most noise on social media
The Talk Of The Town: Being different works Green technology was firmly back on the agenda this2012 may have marked Steve Ballmer’s last year, from the show’s officialCES keynote. car – the Ford Fusion hybrid – to a device which almostMicrosoft says its focus is going to be on managed to steal the showsmaller shows from now on. But the larger against all the odds.than life Microsoft boss still generated moremedia coverage than any other senior exec The Nest app-controlledtalking at the show: smart thermostat drew the cameras with its sexy looksThe top five were as follows: (OK, it’s sexy for a thermostat) and its promise1. Steve Ballmer, Microsoft of allowing users to more2. Eric Schmidt, Google efficiently control how they3. Stephen Elop, Nokia heat their homes.4. Paul Otellini, Intel5. Howard Stringer, Sony Among those behind the device are Tony Fadell, Apples former senior vice president of the iPod Division – quite possibly a good reason why it looks a cut above the average thermostat. The lesson here is that different works. We saw hundreds of televisions at CES … but only one app-Above: Steve Ballmer pictured with Ryan controlled thermostat.Seacrest who was compère for the Microsoftkeynote.
What’s The Word On The TweetOur research has revealed that 93.5 percent of all onlineconversation around CES took place in ‘micro media’ channelssuch as Twitter and Facebook. Blogs 4.9% Most Tweeted about brands: Mainstream media 1st (21.3% share) 1.5% Micro Media 93.5% 2nd (18.5%) It is perhaps no surprise the top country for originating tweets about 3rd (14.6%) CES was the U.S. - accounting for 58 per cent of the total. The top 5 were: USA (58 %) 4th (11.9%) France (6.9%) Japan (3.8%) 5th (11.4%) UK (3.5%) Brazil (3.5%)
Day by day: Top 5 Brands by share of social voiceDay One saw a host of announcements and the highest volume of both newscoverage and social media conversations. Microsoft’s keynote enabled thecompany to take a lead in the social arena, and the first day was also LG’sbiggest showing of the week in social chatter on the heels of its smart TVannouncements. Microsoft Samsung Sony LG Nokia Day Two saw Microsoft conceding some ground, while Lenovo made its one and only showing in the top 5. That was on the back of an Intel announcement and its Yoga Ultrabook and tablet hybrid demos, which proved to be popular video content online. Sony and Samsung both grew share around television announcements, though Samsung’s ‘disc to digital’ announcement also resonated with people clearly keen to digitize back catalogues of media. Microsoft Samsung Sony Lenovo Nokia
Day by day:Top 5 Brands by share of social voiceDay Three saw a very strong showing from Nokia. The company CEO tweetedabout Nokia scooping CNET’s ‘best of show’ smart phone award, sparking aflurry of retweets. Meanwhile talk of Samsung’s Galaxy Note was spreadinglike social media wildfire. Microsoft Samsung Sony LG NokiaDay Four suggested the week in social media had been very good forSamsung. A range of launches, most notably the Note and the widelydiscussed ‘Smart Window,’ got social channels chattering. Importantly, theSmart Window, due to its interactivity, was a major driver of video content insocial channels. People who can’t be at the show want to see things working. Microsoft Samsung Sony LG Nokia
Media Trends Despite some high-profile media being unimpressed by the notion of a trip to Las Vegas... ...many did still make the trip this year and were busier than ever. A trend of increased CES coverage year-on-year continued unbroken:Five year news reference volume of ‘CES’Source: Google Trends The great appeal of CES is the thrill of the new – a first opportunity to see the technology we’ll be talking about Day 1 later in the year. Since speed is critical for media who want to win the race to cover the major announcements. This resulted in a flurry of coverage on Day One, which markedly tails off (right). For the tech press, CES certainly remains a pilgrimage worth making, and nobody was more productive at the show – in terms of pure numbers than Dow Jones News Service (left). The New York Times and PC Magazine put in a very decent shift as well.
What the media were saying:No clear winner but lots of good news
ConclusionRecord attendance and wall-to-wall media coverage would not appear to be thehallmarks of a show in rude health.The growth in social media also has clearly helped companies exhibiting atCES break out of the noise on the conference floor and reach new audiencesand new levels of engagement in the altogether frenzied world of social media.Few things fuel the wheels of Twitter so spectacularly as some ‘must have’innovation and gadgetry, presented in a simple, visual way.Undoubtedly social media and the blurring of the lines between onlinechannels and ‘traditional’ media is also driving the increasing levels ofcoverage. Whereas a newspaper or broadcaster may have limited itself to oneor two big announcements from CES in years gone by, their increased onlinechannels and outlets allow for a far more rapid fire, ‘little and often’ approach tocontent, in the manner of their younger rivals. Among the most influentialvoices on social media this year were CNET and Mashable, whose links weretweeted more than 14,000 times during CES week.Of course, some people will say that for the umpteenth year running, the focusof the show was on fiddling with form factor - smaller tablets, thinner TVs,bigger screens, lighter notebooks – or tinkering with specifications, such ashigher resolution cameras in mobile handsets. But the purists will tell you thoseare exactly the reason why consumer technology continues to be the excitingindustry it is.
Contact: Lisa Falcetti, Executive Vice President,U.S. Technology Practice Co-Lead GolinHarris e: firstname.lastname@example.org T: +1 714.918.8228