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MWC Social Insight Report

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The report features in depth analysis of 425k social media mentions related to MWC 2014 and an insight into social conversations occurring in the build up to the event, as well as post-event discussions. Content was sourced based on MWC keywords, brand keywords, participating personalities and news organisations.

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MWC Social Insight Report

  1. 1. MWC 2014 Social Insight 22nd February – 1st March 2014
  2. 2. MWC 2014 Social Insight 22 Feb 2014 – 1 March 2014 Key Facts Top Organisations & Products Daily Trends Product Categories Operating Systems Top Personalities Influencers Glossary 2 3 4 5 10 11 12 13 This report is © Gorkana Group. All products, reports, research and services are supplied pursuant to our standard terms and conditions of trading, a copy of which are available on request. No part of this report may be shown, presented or disseminated in any format, including electronic, to any company without Gorkana Group‟s explicit and written permission. 1 The following study provides an in depth analysis of 425K pieces of social media content (English language) related to MWC 2014. We used Gorkana’s social media monitoring tool, Social Media Pro, to source and analyse content and to draw insights from the data. The time period for the study includes all the social media coverage from 22nd February - 1st March 2014 and provides an insight into social conversations occurring in the buildup to the event, as well as post-event discussions. Content was sourced based on MWC keywords, brand keywords, product keywords, participating personalities and news organisations. This report provides insight into social media conversations broken down by daily trends, product categories and personalities. Influencers were identified using Traackr, an influencer identification tool. Author: Sidharth Gopakumar Product Manager: Analysis & Insights sidharth.gopakumar@gorkana.com For Enquiries: Sarah Kemp PR & Social Engagement Manager sarah.kemp@gorkana.com Contents
  3. 3. MWC 2014 Social Insight 22 Feb 2014 – 1 March 2014 Key Facts 2 425 MENTIONS MOST PROMINENT PUBLICATION BLOG TWEETER FACEBOOK AUTHOR YOUTUBE AUTHOR ANDROID HEADLINESCNET @NOKIA SYNERGY WIRELESS RCR WIRELESS NEWS SENTIMENT TOP PERSONALITY TOP INFLUENCER 95% 4% 1% Neutral Positive Negative MARK ZUCKERBERG RUDY DE WAELE
  4. 4. MWC 2014 Social Insight 22 Feb 2014 – 1 March 2014 3 Top Organisations & Products
  5. 5. MWC 2014 Social Insight 22 Feb 2014 – 1 March 2014 146K Monthly Insight December 2013 Daily Trends 4 22 Feb: Pre-show buzz begins to build, focusing on smartphones, Samsung Exynos and news that Mark Zuckerberg will be making an appearance at the event. Sony grabs attention with its teaser campaign for the Xperia Z2. 24 Feb: Day 1 sees the highest peak in terms of social media coverage. Social media users discuss the merits of the S5 and Whatsapp’s move to introduce voice calls. 23 Feb: Momentum begins to build as day zero of the event gets underway. Both Samsung and Firefox make major announcements regarding the Galaxy Gear 2 and the Firefox OS respectively. 25 Feb: Awards chatter generates a significant portion of the day’s coverage, which increases HTC’s profile at the event. Major news publications start publishing ‘Best of MWC’ articles that are widely shared on social media. 26 Feb: Alongside the S5, awards continue to set the agenda on Twitter, with selfie app CamMe’s award for the most innovative app generating significant interest in blogs and forums. Kobe Bryant’s tweet about his partnership with Lenovo is retweeted 919 times. 27 Feb: As the excitement from the launches and announcements quietens down, thought leadership and non consumer facing tech comes to the fore with Intel stealing the show. 28 Feb and 1 March: Post event articles and discussions hail the Samsung Galaxy S5 and the Nokia X as the key highlights of MWC. 15K 40K 86K 60K 43K 24K 11K Mentions 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 22/02/2014 23/02/2014 24/02/2014 25/02/2014 26/02/2014 27/02/2014 28/02/2014 01/03/2014
  6. 6. MWC 2014 Social Insight 22 Feb 2014 – 1 March 2014 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 Smartphones Apps Wearables Networks & Consulting Cloud Services& Business Support 30K Product Categories Smartphone coverage peaked on 24th Feb 2014, primarily driven by the launch of Samsung’s Galaxy S5. Mashable‟s article about „Cheap Smartphones being the real stars of Mobile World Congress‟ was the 2nd most popular story on Twitter after CNET‟s S5 launch live blog. The Mashable story appeared in 1.1K tweets and received 2.5K social media shares. @nokia was the second most mentioned tweeter in this product category (1.8K tweets), due to the launch of the Nokia X series and developments on its Lumia phones. The debut of the Blackphone (2.7K mentions) increased the breath of privacy and security discussions regarding smartphones. 72K 25K 16K 12K 5 Smartphones
  7. 7. MWC 2014 Social Insight 22 Feb 2014 – 1 March 2014 Product Categories Apps saw more proportional coverage in news publications than other social channels. This was primarily due to the renewed interest in the sector, after the acquisition of Whatsapp (12.5K mentions) by Facebook. Windows gained recognition for the improvements in its apps store while Nokia’s MWC app for Windows was very well received by attendees (WPcentral described the app as „spectacular‟). #wipjam, the official hashtag of the developers event at MWC, was the second most popular hashtag for the category (1.2K tweets). Intel and Nokia were the most prolific brands using the hashtag to encourage visitors to the event. 30K 72K 25K 16K 12K 6 Apps 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 Smartphones Apps Wearables Networks & Consulting Cloud Services& Business Support
  8. 8. MWC 2014 Social Insight 22 Feb 2014 – 1 March 2014 Product Categories If CES 2014 was the event when wearables went mainstream, MWC 2014 firmly established wearables as one of the most talked about consumer tech categories (25K mentions). Samsung’s Gear range of wearables proved to be a hit with bloggers and news publications alike with Samsung featured in more than half of all wearables conversations (12.6K mentions). TechnoBuffalo declared: “Samsung Steals the Show at MWC 2014”. Reviewers pointed at Hauwei Talkband’s (1.8K mentions) fitness and headset combination as its stand out feature. A key trend in this space was the proliferation of wearables focussed blogs like Wearabletechwatch.net. 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 Smartphones Apps Wearables Networks & Consulting Cloud Services& Business Support 30K 72K 25K 16K 12K 7 Wearables
  9. 9. MWC 2014 Social Insight 22 Feb 2014 – 1 March 2014 Product Categories Facebook appeared 2.5K times in all the discussions about this product category, enhancing its footprint across the event. Conversations ranged from discussing Mark Zuckerberg’s quotes on mobile data to Facebook’s partnership with Ericsson (800 mentions). Huawei’s branding of its Atom Router as „the world thinnest router‟ drove engagement with Twitter commentators (500 retweets). The demo of the Ericsson ‘Radio Dot System', which boosts indoor coverage of broadband and other networks, caused major buzz on networks and telecom related blogs. Carrying on from CES, Intel (1.2K mentions) showcased its mobile strategy at the event, unveiling partnerships with Lenovo, Asus and Dell. 8 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 Smartphones Apps Wearables Networks & Consulting Cloud Services& Business Support 30K 72K 25K 16K 12K Networks & Consulting
  10. 10. MWC 2014 Social Insight 22 Feb 2014 – 1 March 2014 Product Categories Cloud Services & Business Support Cloud services made a big splash at the event. Huawei’s new cloud OS solution, Fusionspehere, featured as the most popular story trending on Twitter. CA Technologies’ Twitter strategy of mixing humour with product information resulted in its handle being the 5th most mentioned during the event. News publications and Twitter featured comparable volumes of coverage indicating a lack of interest in social circles regarding enterprise level technologies, compared to other product categories. IBM (1.1K mentions) took the opportunity to engage audiences in thought leadership around cloud services and its future plans for the category. 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 Smartphones Apps Wearables Networks & Consulting Cloud Services& Business Support 30K 72K 25K 16K 12K 9
  11. 11. MWC 2014 Social Insight 22 Feb 2014 – 1 March 2014 54% 5% 14% 6% 13% 8% Android Blackberry Firefox OS Tizen Windows iOS 54% of all operating systems coverage mentioned Android. The most popular Android website, Androidheadlines.com (134 mentions), covered topics ranging from Samsung’s Android powered launches to the latest news apps launched on Android. Forbes stated: “Google and Android won MWC by default” due to Android's footprint across the various releases and announcements at the event. Although Apple did not participate in the event, iOS was an integral part of other released products that are connected to the Apple ecosystem. Products included Oral B’s iPhone compatible toothbrush (appeared in 140 tweets) and Mad Catz (280 mentions), a game controller. Conversations involving Blackberry OS generated 3K mentions during MWC. A third of these conversations were about BBM being released on Windows devices. The most engaging content was related to the announcement of the Blackberry Z3, available with an updated version of the Blackberry OS. Samsung using its own operating system, Tizen, in its Gear 2 and Gear Neo products (instead of Android) led to influential publications discussing the ramifications of the move. CNET commented on the future of Tizen: “One year on, Tizen has its sights set on smartwatches and cars”. 10K pieces of coverage of Firefox OS represented a successful event for the nascent operating system, aided by the announcements of better performance and popular apps like Pinterest being available on the OS. Spreadtrum’s new $25 smartphone, running on Firefox OS, generated 1.5K mentions.. A blog post by Joe Belfiore (@joebelfiore) on the Windows official blog resulted in other specialist Windows blogs debating the future of the Windows Phone. Microsoft (5K mentions) and Nokia (4.5K mentions) were the two flag bearers of the platform on social media. Operating Systems 10
  12. 12. MWC 2014 Social Insight 22 Feb 2014 – 1 March 2014 Mark Zuckerberg Mark Zuckerberg’s keynote at MWC 2014 was a resounding success in terms of exposure, primarily driven by the announcement of the $19 billion takeover of Whatsapp. Many industry commentators questioned the size of the deal whereas others commended him for ‘coming of age’ as a CEO. Jan Koum created a social media storm by announcing that WhatsApp will be introducing voice functionalities later this year. While news publications focussed on Whatsapp’s move into voice services and gauged its threat to mobile network providers, tech blogs and forums celebrated the success of the start up and its founders. Top Personalities Jan Koum 11 11.5K Mentions 2K Mentions
  13. 13. MWC 2014 Social Insight 22 Feb 2014 – 1 March 2014 Marc Perton Executive Editor, Engadget Rudy De Waele Author & Keynote Speaker Jessica Dolcourt Senior Editor, CNET Reach Score: 97 Relevance Score: 92 Resonance Score: 100 Marc Perton is the Executive Editor of Engadget. He has donned many hats in his tech news career, from Senior Editor at Engadget to Executive Editor for Consumer Reports, and then Director of Content for Gdgt. Jessica Dolcourt covers and reviews all things mobile for CNET, including smartphones and mobile operating systems (mobile OS), phone features and trends, carriers and industry news. She frequently appears in CNET video content featuring mobile news and also serves as an industry expert on TV programmes. Rudy De Waele is a entrepreneur, mobile and innovation strategist, author, speaker and curator. With nearly 20 years of experience in Internet technology, specialising in mobile innovation and start ups, he recently published the book: ‘Shift 2020 - How Technology Will Impact Our Future’. Influencers Reach Score: 99 Relevance Score: 88 Resonance Score: 98 12 Reach Score: 95 Relevance Score: 96 Resonance Score: 86
  14. 14. MWC 2014 Social Insight 22 Feb 2014 – 1 March 2014 13 Top organisations – rankings based on organisation mentions, product mentions and major brands (of each organisation). Content – Articles, blog/micro blog posts etc containing mention of a search term or phrase. Follower – An individual or organisation engaging in social media, who regularly attends to the statements made, or opinions expressed by another individual or organisation through a social media platform. Influencer - An individual or organisation with an established presence in social media, who’s opinions and posts are regularly read by a large number of people. Traackr - Traackr is a technology company dedicated to locating, scoring and ranking the top online influencers for any topic or market, based on reach, resonance and relevance. For more information, please visit www.traackr.com. Reach Score - This is a measure of total audience size. blog visitors, Twitter followers, YouTube subscribers etc go into scoring. Resonance Score - This is a measure of how much activity someone creates when they publish. Twitter retweets, linkbacks, comments etc. are factors of someone's resonance. Relevance Score - This is a measure of how relevant someone is to a topic. Relevance is a factor of how often someone uses the keywords that drove the search; the timing of the keyword usage (more recent posts are weighted more heavily); the diversity of the keywords used by an influencer; and the placement of keywords (title vs. body). Glossary

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