HTC Social Media Buzz

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Recently HTC has struggled with some financial problems. Its first quarter earnings has been the lowest in company's history and further months has not brought satisfactory results despite a wide appeal of flagship smartphone HTC One. Also decreasing market shares, salary cuts and staff departures did not help the company’s outlook. Therefore, the HTC does not bum around lately.

In August they released $12 Million Campaign with Robert Downey Jr. who expands in the ad the abbreviation of HTC. Moreover, on 19th of August they launched HTC One Mini – smaller version for those who find the original One too bulky. Has this activity been effective? This report presents how social media users have reacted lately to the new campaign.

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HTC Social Media Buzz

  1. 1. HTC Introduction Recently HTC has struggled with some financial problems. Its first quarter earnings has been the lowest in company's history and further months has not brought satisfactory results despite a wide appeal of flagship smartphone HTC One. Also decreasing market shares, salary cuts and staff departures did not help the company’s outlook. Therefore, the HTC does not bum around lately. In August they released $12 Million Campaign with Robert Downey Jr. who expands in the ad the abbreviation of HTC. Moreover, on 19th of August they launched HTC One Mini – smaller version for those who find the original One too bulky. Has this activity been effective? This report presents how social media users have reacted lately to the new campaign.
  2. 2. HTC Analysis introduction This report is based on the analysis of data from Internet monitoring and includes 28697 mentions concerning brand HTC. Results were gathered between 23rd and 27th of August 2013 from over 500 domains and subdomains. The most popular source of mentions was Twitter, which generated 21862 comments (76,1%).
  3. 3. HTC Contents’ categories Almost one third of comments incude review and informations about diffrent HTC devices. Opinions about the brand make up 14% of all mentions. In 7% results users juxtaposed HTC with other smarphones and most popular were Iphone and Samsung Galaxy S4. In those comparisons HTC devices went well – about 80% users prefer them to other brands’ phones. Review 24% Opinions about HTC 14% Buying a smarphone 10% Comparison between HTC and other smartphones 7% Accessories 6% Tips & advice 6% Selling a smartphone 5% New commercial 4% Others 24%
  4. 4. HTC Sentiment of opinions The graph below presents sentiment of opinions divided into contents’ categories. Positive mentions make up 87% all opinions. The biggest number of negative opinions in relation to positive ones concern a new commercial, wchich did not appeal to every viewer. 0% 10% 20% 30% 40% 50% 60% Brand HTC and its devices New commercial Purchasing HTC smartphone Comparison to other phones Accessories Others Positive Negative
  5. 5. HTC Buying HTC smarphone About 5% users declared their desire to have a new smatrphone by HTC or willingness to buy one. They are classified in three grous: those who just want to have one (14%), those who claim they will buy one (63%) and those who hesitate between HTC and other smartphones to purchase (24%). Want to have 13% Definitely buy 63% Hesitate which smartphone choose 24%
  6. 6. HTC What does HTC stand for? In the new HTC commercial Robert Downey Jr.explains what does the abbreviation HTC means. The ad was very appealing to the Intentet uses who also shared with their ideas what HTC stands for. Here are some examples: „High Tech Computers” „Hyperbolic Time Chamber” „Horrendous Television Commercial” „Harold The Cow” „Harold TheCow Byers”„Hipster Telephone Company” „Hairy Talking Crocodiles” „Happy Troll Crab”
  7. 7. Sample mentions HTC
  8. 8. positive HTC
  9. 9. positive HTC
  10. 10. positive HTC
  11. 11. negative HTC
  12. 12. An Overview of the Analysis Tool
  13. 13. About Brand24. Brand24 is a powerful, yet affordable tool for real-time social media monitoring and analytics. Designed to keep track of online conversations about your brand and products. Brand24 collects real-time social data from millions of sources. Our web-based dashboard provides actionable customer insights, email alerts, influencer analysis, automated & customized PDF reports, infographics and many more. Brand24 allows you to measure key metrics around buzz and sentiment.
  14. 14. Awards & Achievements
  15. 15. Brand24 Social Media Monitoring Natalia Chrzanowska natalia.chrzanowska@brand24.net Mike Sadowski mike@brand24.net Twitter@SocialMemos wwww.brand24.net facebook.com/brand24 twitter.com/brand24app US: +1 (718) 737-7639 1562 First Ave #205-2290 New York, NY 10028-4004

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