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CES 2012:
        TRENDS,
   TECHNOLOGIES
      AND MEDIA
       RESPONSE
...because sometimes, what happens in Vegas,
                      shouldn’t stay in Vegas
Introduction
Every year in January the great and the good of the consumer technology
industry descend upon Las Vegas to showcase their latest innovations.

Anybody who has ever attended will agree it is easy to get lost in the crowd,
both physically but also from a brand perspective. Some companies return
triumphant, while others join a long list of those who have travelled to Vegas
hoping to strike it lucky, but leave having spent a lot of money, with little to
show for some late nights in America’s playground.

At GolinHarris we have pulled together this report to explore some of the
trends from this year’s show, highlighting what worked and what didn’t in
terms of generating media coverage and that all-important social media buzz.

I hope you enjoy it. If you would like to discuss any of the points raised in
more detail, please drop me a line.



Will Sturgeon,
Executive Director, Technology,
GolinHarris

e: wsturgeon@golinharris.com
T: +44 (0)207 067 0480
Walking the floor:
Long before most of us had
discovered the remote control, Las
Vegas favourite Elvis Presley
famously used a gun to turn off his
television (right).

The technology has come a long
way since then of course and Elvis
would have needed a whole army if
he was to take issue with all the
televisions on display at CES last
week.

Unlike Elvis in his Las Vegas heyday,
these televisions are also getting
thinner by the year and it was that       Did you know: Despite pre-show
innovation alongside the rise of          talk of decline, CES 2012 boasted a
OLED screens and smart TVs which          record-breaking 3,100 exhibitors
really caught the imagination of          and attracted more than 153,000
many media attendees.
                                          attendees
However, it was far from just a TV
show.

Smart phones and tablets were also abundant this year with names such as Nokia
staging a ‘comeback special’ of their own. The launch of the Lumia 900 certainly got
more than its fair share of column inches.

There was also a whole host of weird and wonderful gadgets on display. And up for
discussion in the media were perennial talking points such as the ‘Booth Babes’,
The Guardian posing the question as to whether girls in bikinis is still the way to
create interest in consumer technology in 2012.

Then there were the ‘freebies’ – or rather the lack of them. One UK journalist took to
Twitter to complain that the only freebie worth bringing home with him from Vegas
was a branded hand towel.
Making a splash:
Who generated the most media coverage and who
made the most noise on social media
The Talk Of The Town:                         Being different works
                                              Green technology was firmly
2012 may have marked Steve Ballmer’s last     back on the agenda this
CES keynote.                                  year, from the show’s official
                                              car – the Ford Fusion hybrid
Microsoft, the company of which he is CEO,    – to a device which almost
says its focus is going to be on smaller      managed to steal the show
shows from now on. But the larger than life   against all the odds.
Microsoft boss still generated more UK
media coverage than any other senior exec     The Nest app-controlled
talking at the show:                          smart thermostat drew the
                                              cameras with its sexy looks
The top five were as follows:                 (OK, it’s sexy for a
                                              thermostat) and its promise
1.   Steve Ballmer, Microsoft                 of allowing users to more
2.   Eric Schmidt, Google                     efficiently control how they
3.   Stephen Elop, Nokia                      heat their homes.
4.   Paul Otellini, Intel
5.   Howard Stringer, Sony




                                              Among those behind the
                                              device are Tony Fadell,
                                              Apple's former Senior Vice
                                              President of the iPod
                                              Division – hence the fact it
                                              looks a cut above the
                                              average thermostat.

                                              The lesson here is that
                                              different works. There were
                                              hundreds of televisions at
                                              CES but only one app-
                                              controlled thermostat.
Above: Steve Ballmer pictured with US TV
presenter Ryan Seacrest who was compère
for the Microsoft keynote.
What’s The Word On The Tweet
Our research has revealed that 93.5 per cent of all online
conversation around CES took place in ‘micro media’ channels
such as Twitter and Facebook.
                 Blogs
                 4.9%                             Most Tweeted
                                                  about brands:
                         Mainstream media
                                                1st (21.3% share)
                         1.5%
                             Micro Media
                             93.5%                 2nd (18.5%)

                          It is perhaps no
                    surprise the top country
                for originating tweets about       3rd (14.6%)
             CES was the US - accounting for
  58 per cent of the total. The top 5 were:

                          USA (58 %)               4th (11.9%)

                          France (6.9%)

                          Japan (3.8%)             5th (11.4%)

                          UK (3.5%)

                          Brazil (3.5%)
Day by day:
Top 5 Brands by share of social voice

Day One saw a host of announcements and the highest volume of both news
coverage and social media conversations. Microsoft’s keynote saw it take a
lead in the social stakes and also LG’s biggest showing of the week in social
chatter on the back of its smart TV announcements.



                                                              Microsoft

                                                              Samsung

                                                              Sony

                                                              LG

                                                              Nokia

Day Two saw Microsoft conceding some ground while Lenovo made its one
and only showing in the top 5. That was on the back of an Intel announcement
and its Yoga Ultrabook and tablet hybrid demos which proved to be popular
video content online. Sony and Samsung both grew share around television
announcements, though Samsung’s ‘disc to digital’ announcement also
resonated with people clearly keen to digitise back catalogues of media.




                                                                Microsoft

                                                                Samsung

                                                                Sony

                                                                Lenovo

                                                                Nokia
Day by day:
Top 5 Brands by share of social voice
Day Three saw a very strong showing from Nokia. The company CEO tweeted
about Nokia scooping CNET’s ‘best of show’ smart phone award, sparking a
flurry of retweets. Meanwhile talk of Samsung’s Galaxy Note was spreading
like social media wildfire.



                                                               Microsoft

                                                               Samsung

                                                               Sony

                                                               LG

                                                               Nokia


Day Four suggested the week in social media had been a very good one for
Samsung. A range of launches, most notably the Note and the widely
discussed ‘Smart Window’ got social channels chattering. Importantly, the
Smart Window, due to its interactivity, was a major driver of video content in
social channels. People who can’t be at the show want to see things working.



                                                                Microsoft

                                                                Samsung

                                                                Sony

                                                                LG

                                                                Nokia
Who got the Twitterverse buzzing?
    The UK’s top four CES tweeters...


@ Guardiantech                                          Followers
                                                        Posts about CES
                                                        Overall influence
  @ BBC Click


   @ t3dotcom
                                                Note: Scale is indicative for the purposes of
                                                comparison, and not uniform across all three
                                                measures. Eg. The number of posts ranged from 10
   @ BBCworld                                   (@BBCWorld) to 124 (@t3dotcom), while follower
                                                numbers ranged from 33,000 (@t3dotcom) to 1.8
                                                million (@BBCWorld).



    The value of celebrity in creating online buzz
    When Justin Timberlake took to the CES stage with Panasonic, social media
    mentions of both the brand and the celebrity peaked. However, it’s worth noting,
    mentions of Panasonic were already clearly in the ascendency prior to mentions
    of Timberlake hitting their own spike. Naturally, not everybody tweeting about
    Panasonic at CES mentioned the company’s choice of celebrity but it seems
    Timberlake’s arrival did little to extend or heighten the buzz, while the lag
    between the two peaks suggests conversation about Timberlake continued
    without tweeters connecting the brand and the celebrity.




                                        TIME
UK Media Trends
  Despite some high-profile media being unimpressed by the notion of a trip to Las
  Vegas...




  ...many did still make the trip this year and were busier than ever. A trend of
  increased CES coverage year-on-year continued unbroken:




Five year news reference volume of ‘CES’
Source: Google Trends




    The great appeal of CES is the thrill
    of the new – a first opportunity to see
    the technology we’ll be talking about                           Day 1
    later in the year. As such speed is
    critical for the media who want to
    win the race to cover the major
    announcements. This results in a
    flurry of coverage on Day One which
    markedly tails off (right).

                                              For the tech press, CES certainly
                                              remains a pilgrimage worth making
                                              and nobody was more productive at
                                              the show – in terms of pure numbers at
                                              least – than The Inquirer whose output
                                              (left) from the show was prolific. Of the
                                              nationals, The Telegraph put in a very
                                              decent shift.
What the media were saying:
No clear winner but lots of good news
Conclusion

Record attendances and wall-to-wall media coverage would appear to be the
hallmarks of a show in rude health.

The growth in social media has also clearly helped companies exhibiting at
CES breakout of the frenzy on the conference floor and reach new audiences
and new levels of publicity in the altogether more frenzied world of social
media.

Few things fuel the wheels of Twitter so spectacularly as some ‘must have’
innovation and gadgetry, presented in a simple, visual way.

Undoubtedly social media and the blurring of the lines between online
channels and ‘traditional’ media is also driving the increasing levels of
coverage. Whereas a newspaper or broadcaster may have limited itself to one
or two big announcements from CES in years gone by, their increased online
channels and outlets allow for a far more rapid fire, ‘little and often’ approach to
content, in the manner of their younger rivals. Among the most influential voices
on social media this year were two BBC accounts and the Guardian’s Tech feed.
All three boast huge followings and while they didn’t Tweet as much as others,
their words resonated further and wider.

Of course, some people will say that for the umpteenth year running the focus
of the show was on fiddling with form factor - smaller tablets, thinner TVs,
bigger screens, lighter notebooks – or tinkering with specifications such as
higher resolution cameras in mobile handsets. But the purists will tell you those
are exactly the reason why consumer technology continues to be the exciting
industry it is.
Prepared by:

                Will Sturgeon,
Executive Director, Technology,
                  GolinHarris

e: wsturgeon@golinharris.com
         T: +44 (0)207 067 0480

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Golin harris CES 2012 Report

  • 1. CES 2012: TRENDS, TECHNOLOGIES AND MEDIA RESPONSE ...because sometimes, what happens in Vegas, shouldn’t stay in Vegas
  • 2. Introduction Every year in January the great and the good of the consumer technology industry descend upon Las Vegas to showcase their latest innovations. Anybody who has ever attended will agree it is easy to get lost in the crowd, both physically but also from a brand perspective. Some companies return triumphant, while others join a long list of those who have travelled to Vegas hoping to strike it lucky, but leave having spent a lot of money, with little to show for some late nights in America’s playground. At GolinHarris we have pulled together this report to explore some of the trends from this year’s show, highlighting what worked and what didn’t in terms of generating media coverage and that all-important social media buzz. I hope you enjoy it. If you would like to discuss any of the points raised in more detail, please drop me a line. Will Sturgeon, Executive Director, Technology, GolinHarris e: wsturgeon@golinharris.com T: +44 (0)207 067 0480
  • 3. Walking the floor: Long before most of us had discovered the remote control, Las Vegas favourite Elvis Presley famously used a gun to turn off his television (right). The technology has come a long way since then of course and Elvis would have needed a whole army if he was to take issue with all the televisions on display at CES last week. Unlike Elvis in his Las Vegas heyday, these televisions are also getting thinner by the year and it was that Did you know: Despite pre-show innovation alongside the rise of talk of decline, CES 2012 boasted a OLED screens and smart TVs which record-breaking 3,100 exhibitors really caught the imagination of and attracted more than 153,000 many media attendees. attendees However, it was far from just a TV show. Smart phones and tablets were also abundant this year with names such as Nokia staging a ‘comeback special’ of their own. The launch of the Lumia 900 certainly got more than its fair share of column inches. There was also a whole host of weird and wonderful gadgets on display. And up for discussion in the media were perennial talking points such as the ‘Booth Babes’, The Guardian posing the question as to whether girls in bikinis is still the way to create interest in consumer technology in 2012. Then there were the ‘freebies’ – or rather the lack of them. One UK journalist took to Twitter to complain that the only freebie worth bringing home with him from Vegas was a branded hand towel.
  • 4. Making a splash: Who generated the most media coverage and who made the most noise on social media
  • 5. The Talk Of The Town: Being different works Green technology was firmly 2012 may have marked Steve Ballmer’s last back on the agenda this CES keynote. year, from the show’s official car – the Ford Fusion hybrid Microsoft, the company of which he is CEO, – to a device which almost says its focus is going to be on smaller managed to steal the show shows from now on. But the larger than life against all the odds. Microsoft boss still generated more UK media coverage than any other senior exec The Nest app-controlled talking at the show: smart thermostat drew the cameras with its sexy looks The top five were as follows: (OK, it’s sexy for a thermostat) and its promise 1. Steve Ballmer, Microsoft of allowing users to more 2. Eric Schmidt, Google efficiently control how they 3. Stephen Elop, Nokia heat their homes. 4. Paul Otellini, Intel 5. Howard Stringer, Sony Among those behind the device are Tony Fadell, Apple's former Senior Vice President of the iPod Division – hence the fact it looks a cut above the average thermostat. The lesson here is that different works. There were hundreds of televisions at CES but only one app- controlled thermostat. Above: Steve Ballmer pictured with US TV presenter Ryan Seacrest who was compère for the Microsoft keynote.
  • 6. What’s The Word On The Tweet Our research has revealed that 93.5 per cent of all online conversation around CES took place in ‘micro media’ channels such as Twitter and Facebook. Blogs 4.9% Most Tweeted about brands: Mainstream media 1st (21.3% share) 1.5% Micro Media 93.5% 2nd (18.5%) It is perhaps no surprise the top country for originating tweets about 3rd (14.6%) CES was the US - accounting for 58 per cent of the total. The top 5 were: USA (58 %) 4th (11.9%) France (6.9%) Japan (3.8%) 5th (11.4%) UK (3.5%) Brazil (3.5%)
  • 7. Day by day: Top 5 Brands by share of social voice Day One saw a host of announcements and the highest volume of both news coverage and social media conversations. Microsoft’s keynote saw it take a lead in the social stakes and also LG’s biggest showing of the week in social chatter on the back of its smart TV announcements. Microsoft Samsung Sony LG Nokia Day Two saw Microsoft conceding some ground while Lenovo made its one and only showing in the top 5. That was on the back of an Intel announcement and its Yoga Ultrabook and tablet hybrid demos which proved to be popular video content online. Sony and Samsung both grew share around television announcements, though Samsung’s ‘disc to digital’ announcement also resonated with people clearly keen to digitise back catalogues of media. Microsoft Samsung Sony Lenovo Nokia
  • 8. Day by day: Top 5 Brands by share of social voice Day Three saw a very strong showing from Nokia. The company CEO tweeted about Nokia scooping CNET’s ‘best of show’ smart phone award, sparking a flurry of retweets. Meanwhile talk of Samsung’s Galaxy Note was spreading like social media wildfire. Microsoft Samsung Sony LG Nokia Day Four suggested the week in social media had been a very good one for Samsung. A range of launches, most notably the Note and the widely discussed ‘Smart Window’ got social channels chattering. Importantly, the Smart Window, due to its interactivity, was a major driver of video content in social channels. People who can’t be at the show want to see things working. Microsoft Samsung Sony LG Nokia
  • 9. Who got the Twitterverse buzzing? The UK’s top four CES tweeters... @ Guardiantech Followers Posts about CES Overall influence @ BBC Click @ t3dotcom Note: Scale is indicative for the purposes of comparison, and not uniform across all three measures. Eg. The number of posts ranged from 10 @ BBCworld (@BBCWorld) to 124 (@t3dotcom), while follower numbers ranged from 33,000 (@t3dotcom) to 1.8 million (@BBCWorld). The value of celebrity in creating online buzz When Justin Timberlake took to the CES stage with Panasonic, social media mentions of both the brand and the celebrity peaked. However, it’s worth noting, mentions of Panasonic were already clearly in the ascendency prior to mentions of Timberlake hitting their own spike. Naturally, not everybody tweeting about Panasonic at CES mentioned the company’s choice of celebrity but it seems Timberlake’s arrival did little to extend or heighten the buzz, while the lag between the two peaks suggests conversation about Timberlake continued without tweeters connecting the brand and the celebrity. TIME
  • 10. UK Media Trends Despite some high-profile media being unimpressed by the notion of a trip to Las Vegas... ...many did still make the trip this year and were busier than ever. A trend of increased CES coverage year-on-year continued unbroken: Five year news reference volume of ‘CES’ Source: Google Trends The great appeal of CES is the thrill of the new – a first opportunity to see the technology we’ll be talking about Day 1 later in the year. As such speed is critical for the media who want to win the race to cover the major announcements. This results in a flurry of coverage on Day One which markedly tails off (right). For the tech press, CES certainly remains a pilgrimage worth making and nobody was more productive at the show – in terms of pure numbers at least – than The Inquirer whose output (left) from the show was prolific. Of the nationals, The Telegraph put in a very decent shift.
  • 11. What the media were saying: No clear winner but lots of good news
  • 12. Conclusion Record attendances and wall-to-wall media coverage would appear to be the hallmarks of a show in rude health. The growth in social media has also clearly helped companies exhibiting at CES breakout of the frenzy on the conference floor and reach new audiences and new levels of publicity in the altogether more frenzied world of social media. Few things fuel the wheels of Twitter so spectacularly as some ‘must have’ innovation and gadgetry, presented in a simple, visual way. Undoubtedly social media and the blurring of the lines between online channels and ‘traditional’ media is also driving the increasing levels of coverage. Whereas a newspaper or broadcaster may have limited itself to one or two big announcements from CES in years gone by, their increased online channels and outlets allow for a far more rapid fire, ‘little and often’ approach to content, in the manner of their younger rivals. Among the most influential voices on social media this year were two BBC accounts and the Guardian’s Tech feed. All three boast huge followings and while they didn’t Tweet as much as others, their words resonated further and wider. Of course, some people will say that for the umpteenth year running the focus of the show was on fiddling with form factor - smaller tablets, thinner TVs, bigger screens, lighter notebooks – or tinkering with specifications such as higher resolution cameras in mobile handsets. But the purists will tell you those are exactly the reason why consumer technology continues to be the exciting industry it is.
  • 13. Prepared by: Will Sturgeon, Executive Director, Technology, GolinHarris e: wsturgeon@golinharris.com T: +44 (0)207 067 0480