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MWC 2016 - mobile device brands

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- looking at mobile device brands in two dimensions - mentions through online media and the relative authority of those mentions http://renaissancechambara.jp/2016/02/28/mwc-2016-as-a-case-study-on-talkability-brand-mentions-and-brand-performance/

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MWC 2016 - mobile device brands

  1. 1. Mobile device brands at Mobile World Congress 2016 Ged Carroll renaissancechambara.jp
  2. 2. In this presentation • Background / Methodology • Brand share of voice • Overall Share of Voice – mentions • Conclusions • Relative share of voice by platform • Brand mention authority distribution • Brand mention authority • Samsung relative authority v. mentions by media • LG relative authority v. mentions by media • HTC relative authority v. mentions by media • Xiaomi relative authority v. mentions by media • Huawei relative authority v. mentions by media
  3. 3. Background / Methodology • Mobile World Congress is a culture-neutral event of global significance which makes it of interest to study • Benchmarking against: • Each other (brand mentions and relative authority / mentions distribution) • Discussions about Apple (despite their absence from participating at MWC) – brand mentions • Primary focus on Twitter – most accessible data source • Secondary focus on online ‘mainstream media’ and blogs • Random samples of 5,000 posts were used unless the total population was less than 5,000. If so size will be stated on slide • Sorted by proprietary tool ‘authority’ algorithm (0-10). Factors considered include • Following • Propagation • Influence of audience
  4. 4. Brand share of voice
  5. 5. Overall Share of Voice (SoV) - mentions % SoV excluding Apple Samsung LG HTC Xiaomi Huawei % SoV including Apple Samsung LG HTC Xiaomi Apple Huawei Mentions in blogs, online ‘traditional media’, forums and Twitter
  6. 6. Conclusions from share-of-voice by mentions • Apple continues to be a topic of discussion despite its absence from MWC • The brand continues to define many of the key issues in handsets • It is the proverbial elephant in the room • Not even Huawei’s publlic partnership with Leica managed to generate the mentions equivalent mentions to Apple during the period of time I measured • LG and HTC generated outsized mentions in comparison to their market share
  7. 7. Relative share of voice by platform 0% 10% 20% 30% 40% 50% Blogs Forums Online traditional media Twitter Samsung Samsung 0% 5% 10% 15% 20% 25% 30% 35% Blogs Forums Online traditional media Twitter LG LG
  8. 8. Relative share of voice by platform 0% 2% 4% 6% 8% 10% 12% Blogs Forums Online traditional media Twitter Xiaomi Xiaomi 0% 2% 4% 6% 8% 10% Blogs Forums Online traditional media Twitter Huawei Huawei
  9. 9. Relative share of voice by platform 0% 2% 4% 6% 8% 10% 12% 14% 16% Blogs Forums Online traditional media Twitter HTC HTC• Interesting variance by platform, by brand. • Huawei has strength in generating media coverage, but relatively weaker in social media buzz • Xiaomi is all Twitter buzz • Samsung and LG are relatively good all-rounders in terms of generating social and media buzz
  10. 10. Brand mention authority distribution
  11. 11. Brand mention authority • The number of brand mentions is only one facet of success in communications • What about how authorative those commenters are? • Quality as well as quantity of buzz generated • Authorative authors are more likely to be: • Read • Shared • Actioned upon
  12. 12. Samsung relative authority v. mentions by media 0 5 10 15 20 25 30 35 40 45 50 0 1 2 3 4 5 6 7 8 9 10 % distribution of mentions vs. measure of authority % distribution of mentions (Twitter) % distribution of mentions (blogs) % distribution of mentions (onine traditional media) There is a dichotomy between the higher than average authority of Twitter conversationists, whereas media and bloggers are skewing towards low authority by comparison
  13. 13. LG relative authority v. mentions by media 0 5 10 15 20 25 30 35 40 45 50 0 1 2 3 4 5 6 7 8 9 10 % distribution of mentions vs. measure of authority % distribution of mentions (Twitter) % distribution of mentions (blogs) % distribution of mentions (onine traditional media) There is a diacotmy between the classic normal distribution of Twitter conversationists, whereas media and bloggers are skewing towards low authority by comparison
  14. 14. HTC relative authority v. mentions by media 0 5 10 15 20 25 30 35 40 45 50 0 1 2 3 4 5 6 7 8 9 10 % distribution of mentions vs. measure of authority % distribution of mentions (Twitter) % distribution of mentions (blogs) % distribution of mentions (onine traditional media) There is a dichotomy between the classic normal distribution of Twitter conversationists, whereas media and bloggers are skewing towards low authority by comparison. HTC has slightly higher authority media interest compared to LG & Samsung (Blogs sample size 2515)
  15. 15. Xiaomi relative authority v. mentions by media 0 5 10 15 20 25 30 35 40 45 0 1 2 3 4 5 6 7 8 9 10 % distribution of mentions vs. measure of authority % distribution of mentions (Twitter) % distribution of mentions (blogs) % distribution of mentions (onine traditional media) Xiaomi skews higher than normal distribution of Twitter conversationists, media and bloggers are skew more towards low authority by comparison. Xiaomi has a higher authority media interest with 9 & 10 authority (Blogs sample size 1,548, online traditional media 4,735)
  16. 16. Huawei relative authority v. mentions by media 0 10 20 30 40 50 60 0 1 2 3 4 5 6 7 8 9 10 % distribution of mentions vs. measure of authority % distribution of mentions (Twitter) % distribution of mentions (blogs) % distribution of mentions (onine traditional media) Huawei’s mentions skew more towards the middle authority than competitor brands, it moves loser to a normal distribution rather than the high authority skew of Xiaomi (Blogs sample size 1,447)
  17. 17. About me Amazon author page: amzn.to/1SeO5Il LinkedIn page: linkedin.com/in/gedcarroll About: renaissancechambara.jp/about Blog: renaissancechambara.jp Email address found here: scr.im/renaissance Twitter account: @r_c Sina Weibo: renaissancechambara WeChat
  18. 18. 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

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