- 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/

1. Mobile device brands at Mobile
World Congress 2016
Ged Carroll
renaissancechambara.jp

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. 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. Brand share of voice

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. 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. 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. 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. 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. Brand mention authority
distribution

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. 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. 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. 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. 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. 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. 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. 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