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CES 2013 Social Media Analysis by NextPrinciples

CES 2013 Social Media Analysis by NextPrinciples



Social Media Analysis of CES 2013

Social Media Analysis of CES 2013



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    CES 2013 Social Media Analysis by NextPrinciples CES 2013 Social Media Analysis by NextPrinciples Presentation Transcript

    • International CES 2013An Analysis enabling customer-centric businesses @nextprinciples /nextprinciples nextprinciples.com /companies/nextprinciples 13th January 2013
    • MethodologyThis analysis is based of the International CES 2013 event usingthe NextPrinciples Insight-to-Action solution.In this analysis, we analyze the top 3 consumer electronics brands –Samsung, Sony, Panasonic. The top 3 brands were identified basedon the volume of tweets as a measure of engagement.The metrics for the overall CES event has been shown to providecontext to the brand specific analysis. But CES as an entity is not themain subject for this analysis. Privileged and Confidential 2
    • Measuring Success o How was the overall performance of CES on Social Media? o Which were the most visible consumer product brands at this event? o How did the share-of-voice compare between the top brands? o Who were the most active tweeters / re-tweeters? o What were the key topics driving the conversation?Privileged and Confidential 3
    • CES Metrics on Social Media Overall CES Metrics: (Jan 8th to 11th) ~505,000 Tweets over 4 days Day 1: 167,000, Day 2: 134,000, Day 3: 120,000, Day 4: 84,000 ~122,000 Re-Tweets over 4 days Day 1: 40,000, Day 2: 35,000, Day 3: 28,000, Day 4: 19,000 24% Re-tweets Ratio Widely Tweeted by Influencers, Trade Journals, Mainstream Media, Industry Representatives Top Tweeters: CNET, Intl CES, Techno Radio TV along with some of the leading vendorsCES 2013 had wide & extensive coverage on Social Channels Privileged and Confidential 4
    • Comparing the Top Brands Tweets 23% Re-Tweet ratio 49,500 Re-Tweets 11,700 44% more Tweet Mentions than Sony Tweets 21% Re-Tweet ratio 34,300 Re-Tweets 7,300 127% more Tweet Mentions than Panasonic Tweets 18% Re-Tweet ratio 15,100 Re-Tweets 2,700 228% fewer Tweet Mentions than SamsungSamsung was the leader in this category on social channel based on engagement by external community Privileged and Confidential 5
    • Share of Voice amongst Top Brands Peak Engagement on the day preceding the event - 14,000 Tweets Day 2 generated most tweets during the event – 11,000 Tweets Tweets / Re-Tweets mostly by external community Peak Engagement on the day preceding the event - 12,700 Tweets Day 1 generated most tweets during the event – 11,800 Tweets Active Engagement on Social by Sony Subsidiaries + externals Peak Engagement on Day 1 of the event – 5,400 Tweets Total tweets during the 4 days of the event – 11,000 Tweets Good Engagement on Social by Panasonic SubsidiariesSony demonstrated social maturity during this event – useddedicated twitter handle coupled w/ subsidiaries engagement Privileged and Confidential 6
    • Top Tw eeters by Brand @Doctor_Celular @TechnoRadioTv @jesbontecnology @fayerwayer @paskuvan @Doctor_Celular @TechnoRadioTv @SonyCanadanews @SonyLatin @JasonEng_ @IDPanasonic @panasonic @Doctor_Celular @TechnoRadioTv @AVForumsSamsung had the best engagement by the community Privileged and Confidential 7
    • Top Re-Tw eeters by Brand @paskuvan @FrayAlberto @rainmakertom @AlexNeuman @WebStalker @SonyLatin @FrayAlberto @LeonSkotKenedi @SonyCanadanews @UnknownMyLove @panasonic @IDPanasonic @PanasonicIndia @iTechNews21 @MoniqueLeonePanasonic showed good engagement by their subsidiaries but little amplification by and Confidential Privileged the community 8
    • Key Topics Samsung Galaxy YOUM OLED Bill Clinton Smart TV exynos Ultra HDTV GALAXY S II S4 PLUS Plasma TV Nexus 10 Series 7 Laptop Sony XperiaTM Z smartphone Ultra HD 4K OLED TV Crystal Handycam SonyCES water-proof walkman Panasonic Plasma tablet OLED WiFi camcorders Viera Plasma HDTV waterproof 35x bridge camera 20-inch 4K tabletSamsung engaged on wider topics, Sony engaged better w/ fewer topics, Panasonic had far fewer topics Privileged and Confidential 9
    • SummarySamsung had the best engagement amongst the external community.Their engagement could have been further expanded with a betterparticipation by their own corporate / subsidiaries handles.Sony demonstrated social maturity during this event by using adedicated hashtag and also with active participation by theirsubsidiaries. However, they had fewer topics to amplify theirmessages.Panasonic had good participation by their corporate / subsidiaryhandles. But they had fewer topics and also had a far lowerengagement within the external community. Privileged and Confidential 10
    • Thank You! enabling customer-centric businesses @nextprinciples /nextprinciples nextprinciples.com /companies/nextprinciples