mwc 2016 - mobile device brands

Mobile device brands at Mobile World Congress 2016

Ged Carrollrenaissancechambara.jp

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

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

Brand share of voice

Overall Share of Voice (SoV) - mentions

% SoV excluding Apple

Samsung LG HTC Xiaomi Huawei

% SoV including Apple

Samsung LG HTCXiaomi Apple Huawei

Mentions in blogs, online ‘traditional media’, forums and Twitter

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

Relative share of voice by platform

Blogs

Forums

Online traditional media

Twitter 0%

50%

SamsungSamsung

Blogs

Forums


Twitter 0%

20%

40%

LGLG


Blogs

Forums


Twitter 0%

10%

20%

XiaomiXiaomi

Blogs

Forums


Twitter 0%

5%

10%

HuaweiHuawei


Blogs

Forums


Twitter 0%

10%

20%

HTCHTC

• 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

Brand mention authority distribution

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

Samsung relative authority v. mentions by media

0 1 2 3 4 5 6 7 8 9 1005

101520253035404550

% 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

LG relative authority v. mentions by media

0 1 2 3 4 5 6 7 8 9 1005

101520253035404550


% 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

HTC relative authority v. mentions by media

0 1 2 3 4 5 6 7 8 9 1005

101520253035404550


% 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)

Xiaomi relative authority v. mentions by media

0 1 2 3 4 5 6 7 8 9 1005

1015202530354045


% 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)

Huawei relative authority v. mentions by media

0 1 2 3 4 5 6 7 8 9 100

10

20

30

40

50

60


% 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)

About meAmazon author page: amzn.to/1SeO5IlLinkedIn page: linkedin.com/in/gedcarrollAbout: renaissancechambara.jp/aboutBlog: renaissancechambara.jpEmail address found here: scr.im/renaissanceTwitter account: @r_cSina Weibo: renaissancechambara

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