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Nokia	  Brand	  Audit	  1st	  Feb	  –	  28th	  Feb	  2011	                                               We	  make	  sense...
Overview	  in	  #	  of	  Men8ons	  	                                                                                      ...
Share	  of	  voice	                                          RIM	                                         21.223	         ...
Share	  of	  voice	                                                By	  Reach	                                            ...
Share	  within	  Top	  100	  Media	                                                                                       ...
Influencers	  Analy8cs	  by	  Source	  News	  Sources	                        No.	  of	  Ar8cles	   SMI	        Clicks	    ...
Influencers	  Analy8cs	  by	  Source	  News	  Authors	                         No.	  of	  Ar8cles	        SMI	          Cli...
Sen8ment	  Analysis	                                             100	                                               90	   ...
Nokia	  -­‐	  Net	  Sen8ment	  Score	     800	                                                                            ...
Nokia	  –	  Media	  Analysis	  120000	  100000	                                                                           ...
Content	  Discussed	                     All	  of	  your	  Industry	                                                      ...
Analyze	  the	  ar8cles	  and	  announcements	  #	      Title	                                                            ...
Analyze	  the	  ar8cles	  and	  announcements	       100%	        90%	        80%	        70%	                            ...
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Sample report nokia

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Transcript of "Sample report nokia"

  1. 1. Nokia  Brand  Audit  1st  Feb  –  28th  Feb  2011   We  make  sense  out  of  media  
  2. 2. Overview  in  #  of  Men8ons     all  Media  Types   20.000   18.000   Nokia   announces   MicrosoA   16.000   partnership   for   Windows   14.000   Phone  7  OS   12.000   Nokia     10.000   Stephen   Elop   leaked   Samsung   8.000   memo   LG   6.000   Motorola   4.000   Sony  Ericsson   2.000   RIM   0   2/02/2015   3/02/2015   4/02/2015   5/02/2015   6/02/2015   7/02/2015   8/02/2015   9/02/2015   10/02/2015   11/02/2015   12/02/2015   13/02/2015   14/02/2015   15/02/2015   16/02/2015   17/02/2015   18/02/2015   19/02/2015   20/02/2015   21/02/2015   22/02/2015   23/02/2015   24/02/2015   25/02/2015   26/02/2015   27/02/2015   28/02/2015   1/03/2015  Nokia   created   the   most   buzz   on   the   11th   of   February   when   it   officially  announced  its  strategic  partnership  with  MicrosoA  to  adopt  Windows  Phone  as  its  primary  smartphones  strategy.    1st  Feb  –  28th  Feb  2011   2  
  3. 3. Share  of  voice   RIM   21.223   By  no.  of  men8ons   7,50%   Sony  Ericsson   23.102   Nokia     8,16%   91.600   32,36%   Nokia     Samsung   LG   Motorola   Motorola   Sony  Ericsson   47.905   16,92%   RIM   LG   Samsung   35.900   63.378   12,68%   22,39%  Nokia  has  a  considerable  share  of  voice  over  its  compeTtors,  largely  boosted  by  the  partnership  announcement,    accounTng  for  nearly  one-­‐third  of  all  menTons.    1st  Feb  –  28th  Feb  2011   3  
  4. 4. Share  of  voice   By  Reach   By  EMV   Sony  Ericsson   RIM   RIM   228.924.282   446.536.421   Nokia     $4.156.860,81   Nokia     7%   13%   Sony  Ericsson   14%   $5.311.414,42   715.445.955   $2.139.108,53   17%   21%   7%   Samsung   Motorola   Samsung   Motorola   $7.548.887,31   807.725.126   803.755.918   $7.483.431,95   25%   23%   23%   24%   LG   LG   $4.110.323,09   441.644.887   13%   13%  Despite  this  higher  number  of  menTons,  Nokia’s  Reach  and  EMV  is  similar  to  that   of   Motorola   and   Samsung   as   they   managed   to   be   menToned   by   top  news  publicaTons.  Report  –  ate  r  ange  Calibri  12  1st  Feb   d 28th Feb  2011   4  
  5. 5. Share  within  Top  100  Media   Nokia  32.36%  share  of  voice   forbes.com   guardian.co.uk   bloomberg.com   telegraph.co.uk   Tme.com   A.com   derbund.ch   elmundo.es   Nokia   bazonline.ch   Samsung   irishTmes.com   LG   tagesanzeiger.ch   chinadaily.com.cn   Motorola   huffingtonpost.com   Sony  Ericsson   news.bbc.co.uk   RIM   faz.net   impreso.milenio.com   abc.es   hosted.ap.org   tsr.ch   dailymail.co.uk   0%   10%   20%   30%   40%   50%   60%   70%   80%   90%   100%  Nokia   share   of   voice   in   the   the   Top   100   Media   list   does   not   deviate   much  from   the   overall   share   of   voice.   Nokia   has   48.64%   and   45.95%   share   of   voice  in  the  “ The  Guardian”  and  “China  Daily”.   *  The  top  100  Media  list  is  a  pre-­‐defined  media  list  Fisheye  AnalyTcs  believes  to  1st  Feb  –  28th  Feb  2011   be  important  in  a  business  secng.  
  6. 6. Influencers  Analy8cs  by  Source  News  Sources   No.  of  Ar8cles   SMI   Clicks   JShares   Jcomments   JLikes   retweets   buzzShares   postComments  Wall  Street  Journal   368   380541   138367   49846   47998   36525   96954   12757   2051  News  OK   88   275616   178501   7464   3970   7289   77798   3060   4729  IT  News   712   267575   162124   15006   11943   11370   76360   8644   11936  Brandchannel   116   171060   96508   6130   2529   3981   66300   1187   1702  MacRumors   55   170063   147067   3304   2928   968   14048   1748   0  Blog  Sources   No.  of  Ar8cles   SMI   Clicks   JShares   Jcomments   JLikes   retweets   buzzShares   postComments  Engadget   316   790623   524934   30867   35690   24716   140007   46877   122101  Mashable   218   721479   415190   25702   10858   17038   265660   3790   1934  TechCrunch   130   439420   312938   9649   7401   13911   106536   6833   11789  ComputerCoderGuys  Blog   4   371836   32   0   0   0   371638   166   0  Lifehacker   22   235795   9228   31244   8517   9241   174303   3262   1135   The  “Wall  Street  Journal”  and  “Engadget”  were  the  greatest  influencers  by   social  media  acTvity  for  Nokia  and  its  compeTtors.   1st  Feb  –  28th  Feb  2011   6  
  7. 7. Influencers  Analy8cs  by  Source  News  Authors   No.  of  Ar8cles   SMI   Clicks   JShares   Jcomments   JLikes   retweets   buzzShares   postComments  Reno  Weka   3   62   31   0   0   0   31   0   0  Defanie  ArianT     1   48   5   9   7   2   25   0   0  Tri  Wahono   1   47   13   7   2   4   21   0   0  Fajar  Widiantoro   2   35   5   0   0   0   30   0   0  Dan  Warne     1   32   23   0   0   0   8   1   0  Blog  Authors   No.  of  Ar8cles   SMI   Clicks   JShares   Jcomments   JLikes   retweets   buzzShares   postComments  MG  Siegler   26   124322   105602   1900   1313   2818   25034   1893   3745  Stan  Schroeder   41   119402   73273   3329   2196   3731   39934   939   215  Rosa  Golijan   1   105030   3   0   0   0   105012   15   0  Kyle  VanHemert   1   88968   8   0   0   0   88881   79   0  Jason  Chen   1   88922   11   0   0   0   88881   30   0   The  following  Blog  and  News  authors  authors  wrote  about  Nokia  during  the   last  month  and  created  with  their  posts  substanTal  reacTons  in  the  social   media  networks.   1st  Feb  –  28th  Feb  2011   7  
  8. 8. Sen8ment  Analysis   100   90   80  No  of  menTons  (in  ‘000s)   70   60   PosiTve   50   Neutral   40   NegaTve   30   20   10   0   Nokia   Samsung   LG   Motorola   Sony  ericsson   RIM  Nokia  menTons  are  mostly  neutral  to  posiTve  accounTng  for  93.4%  of  all  menTons.    1st  Feb  –  28th  Feb  2011   8  
  9. 9. Nokia  -­‐  Net  Sen8ment  Score   800   NegaTve   senTment   largely   due   to   Stephen   Formal   annoucement   of   700   Stephen   Elop’s   Elop’s  leaked  memo.   Nokia-­‐MicrosoA   600   memo  leaked.   partnership.   500   400   300   200   100   0   2/02/2015   3/02/2015   4/02/2015   5/02/2015   6/02/2015   7/02/2015   8/02/2015   9/02/2015   10/02/2015   11/02/2015   12/02/2015   13/02/2015   14/02/2015   15/02/2015   16/02/2015   17/02/2015   18/02/2015   19/02/2015   20/02/2015   21/02/2015   22/02/2015   23/02/2015   24/02/2015   25/02/2015   26/02/2015   27/02/2015   28/02/2015   1/03/2015   -­‐100   -­‐200  The  net  senTment  from  the  Tme  Stephen  Elop’s  memo  was  leaked  conTnued  to  drop  to  the  negaTve  zone  unTl  posiTve  news  of  the  strategic  partnership  was  announced  which  saw  a  large  jump  into  the  posiTve.  1st  Feb  –  28th  Feb  2011   9  
  10. 10. Nokia  –  Media  Analysis  120000  100000   Facebook   80000   N   News   Blogs   60000   Twiner   40000   Images   20000   Videos   0   Nokia   Samsung   LG   Motorola   Sony  Ericsson   RIM  Nokia  and  Samsung  has  created  a  big  number  of  discussions  on  Twiner  and  Blogs  because  of  their  announcements.   10  
  11. 11. Content  Discussed   All  of  your  Industry   Nokia   Super  Bowl   Super  Bowl   Internal  Memory   Front  Facing  Camera   Display   Internal  Memory   Front  Facing  Camera   Display   Market  Share   Accessories   Accessories   Nokia   Market  Share   Processor   Samsung   Processor   Bluetooth   LG   Bluetooth   Price   Motorola   Camera   Camera   Sony  Ericsson   Technology   Technology   RIM   Price   Smartphones   Smartphones   Internet   Devices   OperaTng  System   OperaTng  System   Devices   Internet   0%   20%   40%   60%   80%   100%   0   100   200   300   400   500   600   700   800  “Internet”    and  “operaTng  systems”  were  the  most  talked  about  topics  for  Nokia.  Due  to  their  alliance  no  other  brand  had  so  many  discussions  around  “Market  Share”  like  Nokia.  1st  Feb  –  28th  Feb  2011   *  Excluding  Twiner  
  12. 12. Analyze  the  ar8cles  and  announcements  #   Title   Total  SMI   #  of  copies  1   Nokia’s  burning  plaporm   82,259   161  2   Nokia  and  MicrosoA  announce  plans  for  a  broad  strategic  partnership  to  build  a  new   17,971   220   global  ecosystem  3   Nokia  outlines  new  strategy,  introduces  new  leadership,  operaTonal  structure   15,883   119  4   Nokia  provides  financial  targets  and  forecasts  linked  to  new  strategy   4,607   138  5   All-­‐in-­‐one  business  smartphone,  the  Nokia  E7,  arrives  in  stores   4172   171  6   Media  Alert:  Nokia  Strategy  and  Financial  Briefing   1,242   120  7   Changes  in  Nokia  CorporaTons  own  shares   36   35  8   NoTce  of  the  Annual  General  MeeTng  of  Nokia  CorporaTon   9   49  The  leaked  memo  from  Stephen  Elop  created  the  biggest  social  media  impact,  even  those  more  news  sources  wrote  about  the  partnership  with  MicrosoA.  1st  Feb  –  28th  Feb  2011  
  13. 13. Analyze  the  ar8cles  and  announcements   100%   90%   80%   70%   Digg/Buzz   60%   50%   Twiner  Shares   40%   30%   Facebook  Shares   20%   10%   0%   Facebook  Likes   Burning   Nokia  and   Nokia  outlines   Nokia  provides   All-­‐in-­‐one   Media  Alert:   Changes  in   NoTce  of  the   Facebook   Plaporm   MicrosoA   new  strategy,   financial   business   Nokia  Strategy   Nokia   Annual  General   Comments   announce   introduces  new   targets  and   smartphone,   and  Financial   CorporaTons   MeeTng  of   plans  for  a   leadership,   forecasts  linked   the  Nokia  E7,   Briefing   own  shares   Nokia   Comments   broad  strategic   operaTonal   to  new   arrives  in   CorporaTon   partnership  to   structure   strategy   stores   it.ly  Clicks   build  a  new   global   ecosystem  The  “burning  plaporm”  memo  and  the  “Strategy  and  Financial  Briefing”  created  a  high  interest  by  people  reading  the  arTcle.  The  MS  announcement  and  the  new  strategy  outline  created  way  more  interacTon  and  reacTons.  1st  Feb  –  28th  Feb  2011  
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