Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

MWC 2016 conversations


Published on

Profiling social conversations on Twitter about Mobile World Congress as a base line. Some interesting data points came out of looking at respondents by country and relative influence. It should help work out how good different mobile device manufacturers did in the buzz stakes later. More here

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

MWC 2016 conversations

  1. 1. Profiling social conversations at Mobile World Congress 2016 Ged Carroll
  2. 2. In this presentation • Background / Methodology • Goals • Relative authority • Geographic identity • Geographic distribution • Low authority quartile: by country • High authority quartile • What does it mean? • What’s next?
  3. 3. Background / Methodology • Mobile World Congress is a culture-neutral event of global significance which makes it of interest to study • Looking at the audience allows a benchmark to be set when looking at mobile device brand social mentions later on • Focus on Twitter – most accessible data source • 4,006 mentions found on night of Sunday February 21, 2015 • Sorted by proprietary tool ‘authority’ algorithm (0-10). Factors considered • Following • Propagation • Influence of audience
  4. 4. Relative authority v. mentions of sample 0 5 10 15 20 25 0 1 2 3 4 5 6 7 8 9 10 % distribution of mentions % distribution of mentions
  5. 5. Geographic identity % Self identify location Don't disclose location
  6. 6. % mentions by country (geographic distribution) UAE Argentina Austria Australia Finland Bangladesh Belgium Bulgaria Bahrain Bolivia Brazil Belarus Canada Switzerland Ivory Coast Chile Cameroon China Columbia Costa Rica Cuba Czech Republic Germany Denmark Dominican Republic Algeria Ecuador Estonia Egypt Spain France UK Georgia Ghana Guadalupe Greece Guatemala Hong Kong Honduras Haiti Hungary Indonesia Ireland Israel India Iraq Iran Italy Jamaica Jordan Japan Kenya St Kitts South Korea Kuwait Kazakstan Lebanon St Lucia Luxembourg Morocco Montenegro Madagascar Mongolia Martinique Malta Maldives Mexico Malaysia Mozambique Nigeria Holland Norway Nepal Oman Panama Peru Phillippines Pakistan Poland Puerto Rico Portugal Qatar South Africa Yemen Vietnam Venezuela Uruguay US Ukraine Uganda Taiwan Trinidad Turkey Tunisia Thailand Senegal El Salvador Slovakia Singapore Sweden Saudi Arabia Russia Serbia Romania
  7. 7. Lower quartile (least authorative 25% of mentions)
  8. 8. % Mentions by country (lowest 25% of influence) UAE Argentina Austria Australia Bangladesh Belgium Brazil Canada Switzerland Chile Columbia Costa Rica Czech Republic Germany Estonia Egypt Spain Finland France UK Greece Honduras Indonesia Ireland Israel India Iraq Iran Italy Jamaica Japan Kenya St Kitts Korea lebanon St Lucia Morocco Montanegro Madagascar Martinique Malta Maritius Maldives Mexico Malaysia Nigeria Holland Norway Nepal Panama Peru Phillippines Pakistan Poland Puerto Rico Portugal Romania Serbia Russia Saudi Arabia Sweden Singapore Slovakia El Salvador Thailand Turkey Trinidad Taiwan Ukraine US Uraguay Venezuela Vietnam Yemen South Africa
  9. 9. Top 10 markets by mentions -60 -40 -20 0 20 40 60 80 100 120 US Spain India Indonesia France UK Germany Venezuela Italy Mexico % difference from overall mentions for lower quartile mentions (less is better) % difference
  10. 10. What does it mean? • The UK, France, Germany and Spain have disproportionately higher levels of low mentions • Social discussions from these countries are likely to be less effective at driving buzz and engagement (excepting the UK) • India’s disproportionately low score is interesting • Historically India has been seen as a source of low authority and spam content for SEO, but these factors don’t seem to have affected the posts
  11. 11. Upper quartile (most authorative 25% of mentions)
  12. 12. % Mentions by country (highest 25% of influence) UAE Argentina Australia Bangladesh Bolvia Brazil Belarus Canada Switzerland Chile China Columbia Czech Republic Germany Dominican Republic Ecuador Egypt Spain France Finland UK Hong Kong Indonesia Israel India Italy Jordan Japan Kenya South Korea Kuwait Kazakstan Oman Peru Nigeria Malaysia Mexico Panama Saudi Arabia Thailand Turkey Pakistan Portugal Puerto Rico Romania Russia Singapore Poland South Africa Venezuela US Taiwan Ukraine
  13. 13. Top 10 markets by mentions -100 -80 -60 -40 -20 0 20 40 US Spain India Indonesia France UK Germany Venezuela Italy Mexico % difference from overall mentions for upper quartile mentions (more is better) % difference
  14. 14. What does it all mean? What becomes apparent from the data is that influence across countries is massively disparate Number of mentions should only be the start of country teams evaluating local mentions The UK, Italy and US seem to make the most sense for MWC related influence programmes based on their relative influence in comparison to other countries.
  15. 15. About me Amazon author page: LinkedIn page: About: Blog: Email address found here: Twitter account: @r_c Sina Weibo: renaissancechambara WeChat
  16. 16. thank you | 谢谢 | míle buíochas! | 감사합니다 | danke | ありがとう | merci | спасибо | cám ơn | whakawhetai | takk | ขอขอบคุณคุณ | terima kasih | σας ευχαριστώ | grazie | ‫|شكرا‬ þakka þér | დიდი მადლობა | kiitos | நன்றி | gracias