Introduction India is one of the largest mobile phone markets in the world, having a user‐base of 929 million as of August, 2012 and one of the fastest growing, too. The country accounts for more than 10% of the world’s mobile population. More and more people are opting for smartphones in this beehive of opportunities, as these powerful machines are providing better features at lesser prices with each passing month. The competition is immense at all levels, be it pricing, looks or specifications. Brands are finding new ways to woo consumers and, therefore, looking to create smartphones that are more powerful and technologically advanced. So, mobile platforms that make these smartphones ‘smart’ have, therefore, become the subjects of much deliberation. A large number of people present their opinion and discussions about these brands, (and these platforms) on social media. Perceptions are shared, recommendations are made and decisions are taken after referring to these opinions. All of this not only makes social media monitoring necessary, but also an added advantage for brands who need to build their online reputation. We analyzed conversations on social media about popular smartphone brands and compared them, in order to understand how people perceive them and what factors drive these conversations.
Abstract We used Radian6, a part of the Salesforce Marketing Cloud – a sophisticated, easy‐to‐use, real time monitoring tool – to extract conversations about the following mobile platforms having presence in India, through the use of keywords: Conversations about brands that use the above platforms between the October 28, 2012 and November 27, 2012 were analyzed and the buzz and sentiment of these brands were measure and compared. The topics of discussions and drivers of conversations were also identified to understand the kind of conversations happened. The keywords used were simple platform‐related terms and handset models (and their variations) present in India that use these smartphone platforms. For this report, we focused more on the Android platform, and reports on each specific mobile platform will be published in the future.
Table of Contents Platform wise Share of Voice 1 Aspect wise Analysis 2 Media Type Analysis 3 Brand Reputation and Advocacy 4 Influencers 5 Summary 6
1 Comparison between popular android mobile Share of Voice manufacturers based on the number of conversations found Top Models that drive conversations of top 3 handset manufacturers Samsung HTC Sony Samsung leads by a long way when it comes to popularity of the brand and popularity of the handsets. Except Sony, conversations for the top 3 brands are driven by their flagship phones. IN MOST CASES, THE POPULARITY OF FLAGSHIP PHONES DETERMINES THE POPULARITY OF THE BRAND. FOR SAMSUNG, IT IS THE S3 AND FOR HTC, IT IS THE ONE X.
2 Top 3 aspects people discuss the most when Aspect wise Analysis conversing about Android? When people on social media discuss about Android phones, they talk a lot about their features, sometimes copying entire specification sheets and sharing the same. Due to the advanced multimedia capabilities of Android smartphones, not surprisingly, a large number of conversations about storage were discovered. And the reason why smartphones are fast replacing cameras can be clearly seen in the chart above. How large the display screen of a phone is, and also its resolution, greatly matters for people. While Wifi is an important connectivity feature in smartphones these days, a lot of people speak about that battery life, which is often an important factor in the purchase decisions. Pricing is another important factor, the discussions of which often happen in conjunction with features. Design, surprisingly, is not as importantly discussed. MULTIMEDIA FEATURES OF AN ANDROID SMARTPHONE, AND ALSO TO SOME EXTENT, ITS CONNECTIVITY FEATURES AND BATTERY LIFE, ARE THE DRIVING FEATURE OF THE CONVERSATIONS ABOUT IT, AND THESE FEATURES CAN BE STATED AS THE USP OF THE HANDSET MODELS AND THE BRAND, TOO. Media Type Analysis Where does the chatter take place? Twitter dwarfs all other media platforms in terms of volume, accounting for more than 90% if ALL the conversations about Android phones. Mainstream Media, which is primarily the first source of any news, trails by a long distance. Also, popular blogs and forums like fonearena.com, gsmarena.com, androidcentral.com, and forum.gsmhosting.com are referred by many for reviews on Android smartphones. EACH CONVERSATION ON SOCIAL MEDIA NEEDS TO BE TRACKED AND ANALYZED CONTINUOSLY, ESPECIALLY ON TWITTER, WHICH IS A STOREHOUSE OF PEOPLE’S PERSONAL SENTIMENT ABOUT ALMOST EVERYTHING.
3 Proprietary Social Wavelength metrics Brand Reputation and Advocacy comparing brands using Android platform Samsung not only accounts for most of the conversations on social media about Android manufacturers, it also contributes a quite high share of true sentiment. Sony comes second by volume, but languishes at the bottom, when the Brand Reputation Index is taken into account. This is because it has a higher share of negative conversations from the total discussions about it. HTC, at the third spot by volume, still lies in the bottom four, only because of its higher share of negative conversations. This holds true even when the volume and sentiment of the monitored brands are plotted on the Brand Advocacy Matrix and are compared amongst each other. Samsung, as seen alongside, easily beats other brands both in terms of volume and sentiment. On the other hand, major incumbents like Sony and HTC lie in the Concern Quadrant. In fact, other lesser‐ known brands have much better sentiments. WHILE VOLUME MAY BE A GOOD INDICATOR OF A BRAND’S REACH ON SOCIAL MEDIA, THE TONE OF CONVERSATIONS AFFECTS THE The Brand Reputation Index is a metric derived by Social ONLINE REPUTATION OF THE Wavelength to measure the relationship between the sentiments BRAND TO A GREAT EXTENT. of brands. The Brand Advocacy Matrix plots the BRI in relation to THEREFORE, REGULAR SOCIAL the brands volume and presents a clear comparison between MEDIA MONITORING OF SUCH brands. CONVERSATIONS IS NECESSARY.
4 Influencers Ok, so the #samsung S3 multitasks much better than the #iphone. MUCH better. Yes @GulPanag (456874 Followers, 56241 Updates) @ilovethezodiak Same here, Z. Currently sticking w/ Android+Samsung combo. @arkarthick (38028 Followers, 137043 Updates) HTC One X Plus Review: Basically the Same Awesome Phone http://dlvr.it/2PKYlj @v_shakthi (63511 Followers, 211959 Updates) Sonys Xperia T Is A Muscular Monster Of A Smartphone: Cinema goers may recognise Sonys latest Android smartpho...http://onforb.es/100HoPz @Srinjoy (54834 Followers, 269860 Updates) LG Optimus L5. Any opinion? @madversity (33881 Followers, 71679 Updates)
5 Summary • By volume of conversations, the Android platform leads other mobile platform by a huge margin (6 out of every 10 people). • The top three mobile brands – Samsung, HTC and Sony – collectively contribute 93% of the conversations about the Android. • The flagship handset models are the primary conversation drivers of smartphone brands, occupying the largest share of voice in their discussions. • When talking about Android smartphones, people tend to speak about their features the most, followed by their prices. • Twitter, by far, contributes the largest share of conversations, accounting for 90% of these. Since a large majority of updates on this media platform deal with personal sentiment, it needs to be actively monitored. • It is possible that a brand with a larger share of voice may have poor brand reputation on social media i.e. they may have a higher negative feedback than other brands with a much lower share of voice. • Again, monitoring becomes a crucial process in identifying these negative conversations. Also, USPs of brands can be easily identified looking at patterns present in the positive conversations. • Brands with lesser share of voice need to monitor the industry and competitors with higher buzz, to understand the methods they follow for communicating on social media.
6 About Social Wavelength Social Wavelength is India’s largest social media agency. Founded in 2009, we are now a team of 150+, managing social media for 60+ brands and having presence at Mumbai, Delhi, Chennai and Bengaluru. We are also the authorized reseller for Radian6, world’s leading social media monitoring tool, for India. Social Wavelength has been recognized as a “Red Herring Asia 100” company for its innovative business model. Earlier this year, we won the WAT award for being “Social Media Agency of the Year.” It is also the authorized India reseller of Radian6, the most sophisticated social media management tool. For Business Enquiries: Mihir Karkare Vice President firstname.lastname@example.org Mobile: 9870399493