Analysis of the Samsung S3 and iPhone based on social media analysis.

1. Samsung Galaxy S3
Social Intelligence
September 27, 2012
Disclaimer: This study is provided to the public as a showcase of
NetBase Social Intelligence and was not
requested, commissioned, nor endorsed by any of the companies
mentioned.

2. Overview
This study analyzes consumer perception of Samsung Galaxy S3
Source data:
Social Media - content generated by consumers (twitter, Facebook, blogs, etc.)
One year of history, updated with high frequency, cleansed for spam
Representative sampling employed when necessary (95% confidence level)
Methodology:
Social Web 360°Analysis – In-depth look into the market through the following
lenses:
Lens Example
Product Samsung Galaxy S3
Category Smart Phones, Mobile Phones
Competition iPhone, Nokia Lumia, HTC One etc
Brand Samsung
Attributes Cost, Quality, Battery life etc
Consumer @_sg3
2 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.

3. 360°View of Samsung Galaxy S3 on the Social Web
Social Web
360°
3 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.

4. Galaxy S3 Sentiment Flows Like a Calm River
Insight Potential Actions
 Samsung Galaxy S3’s Net Sentiment has held  Measure brand equity using Net Sentiment.
fairly steady at about 48% over the last 6
months.  Use Net Sentiment as an early warning
system for future crises.
 A lot of buzz was created online at the time of
its launch in May 2012.
4 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.

5. Samsung Galaxy S3 has the KILLER Looks
Insight
 What people like the most about
Samsung Galaxy S3 is its looks.
 People love to watch various videos
trending about Samsung Galaxy S3
on YouTube.
Potential Actions
 Promote the product aesthetics even
more to appeal the possible buyers.
 Use NetBase to track and promote to
the competition’s customers who don’t
like the look of their smart phones.
They look alike but the S3 looks better .. They[S3] should ban the iPhone for
being inferior in Size and in Looks!! http://t.co/zANk6D4c
- twitter.com
The S3 looks amazing! first smartphone ive ever really lusted after
- hardforum.com
5 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.

6. Samsung Galaxy S3 is Too Big & Expensive!!!!
Insight
 People find Samsung Galaxy S3 to be
expensive.
 They also find it too big to hold
sometimes.
Potential Actions
 Promote the value people get by
spending more for a Galaxy S3.
 Use NetBase to track and promote to
the competition’s customers who want
bigger smart phones.
htc one x is best because its not worth the extra money for features already either seen
elsewhere like pop up play or already shown to be unpractical like when siri came out
and everybody came to terms that no one would ever use it in real life. plus, the s3 is
much more expensive.
- phonereview.co.uk
@amus2005 Dunno babe, iPhone's are awesome but S3 is good, quicker than iPhone. I
like size n style of iPhone tho, S3 is too big I think.
- twitter.com
6 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.

7. low
What’s your Preferred Color?
Insight
 Marble White is the most mentioned
color of Galaxy S3 and has the
highest net sentiment too.
 People also talk a lot about the
Sapphire Black and Pebble Blue
colored Galaxy S3 phones.
Potential Actions
 Promote the Marble White Galaxy S3
even more so that people start loving
it.
 Research the reasons for lower buzz
created by the Titanium Grey and
So, i just bought a new S3 in Marble White. I love my Pebble Blue but the white sure
Amber Brown colors. does look sexy.
- forums.overclockers.com.au
I own the Samsung Galaxy S3 (Marble White to be more specific; love the color
white.) I actually never encountered one issue with this phone so
- reddit.com
7 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.

8. 360°View of Samsung Galaxy S3 on the Social Web
Social Web
360°
8 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.

9. iPhone Dwarfs Samsung in Smart Phone Category
Insight
 iPhone is the most common phone
brand mentioned along with the terms
smart phone and mobile phone.
 Samsung has a very small share which
may be due to its presence in sectors
other than mobile phones.
 People tend to associate smart phones
with Twitter and Facebook in a big way
too.
Potential Actions
 Research why consumers mention
iPhone while thinking of smart phones
and mobile phones.
 Galaxy S3 could partner with Twitter &
Facebook to ensure that they are fully
using the S3 platform.
 Twitter and Facebook apps could come
pre-loaded in Galaxy S3 or the store
reps could load them at the time of sale.
9 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.

10. 360°View of Samsung Galaxy S3 on the Social Web
Social Web
360°
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11. iPhone Creates the Maximum Buzz But...
Insight
 iPhone has the maximum share of buzz
and the highest passion intensity, but
people hate it somewhat.
 iPhone 5 alone has created more buzz
than Galaxy S3; but people like Galaxy
S3 more than iPhone 5.
 Nokia Lumia range is the most liked of
all the competition.
Potential Actions
 Track these competitors on NetBase.
 Aim to match the buzz created by the
Apple products.
 Surface drivers of positive sentiment
towards Nokia Lumia as people seem
to like it.
11 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.

12. iPhone Battery Sucks...
Insight
 Theme Clouds on the right show the
trending attributes for iPhone and
Galaxy S3.
 People find the iPhone battery as its
biggest negative and seem really
annoyed by it.
 Nothing much negative except for its
high cost have surfaced for the Galaxy
S3.
Potential Actions I have charged my phone 3 times today. iPhone battery is soo bad! #worst #too quick
- twitter.com
 Determine if the Galaxy’s battery life is
a competitive differentiator.
I had 100% battery when I left my house at 10:45. I've been in class for 3 hours and I
 Track these competitor attributes have 8% left. iPhone batteries are fucked.
- hardforum.com
using NetBase.
 Look to exploit the negative buzz
created by iPhone’s battery.
 Study why people are finding Galaxy
S3 expensive.
12 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.

13. 360°View of Samsung Galaxy S3 on the Social Web
Social Web
360°
13 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.

14. S3’s Image is Intertwined with iPhone
Insight
 When people talk about Galaxy
S3, about 14% of them simultaneously
talk about iPhone too.
 But when people talk about
iPhone, only 0.23% talk about Galaxy
S3 simultaneously.
Potential Actions
 Research how big of an influence the
iPhone carries in the customer’s
decision making while buying an S3.
 Research the reasons behind
customers talking about iPhone while
discussing Galaxy S3.
 Strengthen customer loyalty and
build brand awareness to decouple
from the iPhone.
14 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.

15. 360°View of Samsung Galaxy S3 on the Social Web
Social Web
360°
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16. Brand Positioning ≈ Brand Perception
Insight
 Samsung Galaxy S3 is positioned primarily as a brand that is
“Designed for Humans”.
 In line with it’s positioning, consumers do talk most about the
“design” attribute of Samsung Galaxy S3 and like it
somewhat (first graph).
 Consumers find iPhone and Lumia better in this aspect
though (second graph).
Potential Actions
 Research why people find the iPhone design better than
Samsung Galaxy S3’s.
 Research why consumers do not love Samsung Galaxy S3
passionately for its “Design” attribute.
iPhone 5 vs. Galaxy S III Quality and Design . The iPhone clearly looks
prettier than the S III. It's a work of art while the S III just looks nice.
-gottabemobile.com
16 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.

17. Apps Make a Big Difference
Insight
 Consumers love iPhone for the kind of
applications they can install on it.
 Whatever few applications are there on
Lumia too are liked by people too.
 Samsung is not liked much for the apps
which may be due to the lack of variety
compared with the iPhone.
Potential Actions
 Encourage more development of more
apps for the Galaxy S3.
 Use NetBase to research the kind of
apps people are looking to install on
their devices.
Decided on iPhone 5. While S3 is great, I'm tied in with apps and iTunes music really.
 Research which specific apps of iPhone - twitter.com
are really loved by the users.
S3 is scratch resistant. But iPhone has more apps. :|.
- twitter.com
17 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.

18. 360°View of Samsung Galaxy S3 on the Social Web
Social Web
360°
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19. Where to Find People Talking About Galaxy S3
Insight Potential Actions
 Most conversation about Galaxy S3 comes from Twitter,  Concentrate on building ambassadors on Twitter.
Developer forums and Facebook.
 Put more focus on developing Galaxy S3 in the
 USA (24%), United Kingdom (16%) and India (12%) emerging markets including Australia and Brazil.
have the highest percentage of people conversing about
Galaxy S3 internationally.  Id your promoters in underserved regions and ask them
what local events to sponsor.
 CA has a large proportion of people conversing about
Galaxy S3 in the US.
19 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.

20. Net Sentiment in US: Galaxy S3 Holds the Edge
Insight Samsung Galaxy S3 Net Sentiment Across the US
 Samsung Galaxy S3 has a more positive
net sentiment across the US as
compared to the iPhone.
 Samsung Galaxy S3 consumers in AR,
ID and MT have the most positive
sentiment.
 iPhone holds the edge in New Mexico
and Utah.
Potential Actions
iPhone Net Sentiment Across the US
 Research improving net sentiment in
South Dakota where it is the lowest.
 Use best practices from AR, ID, MT
and MN where consumer sentiment is
highly positive.
 Use NetBase to monitor the
improvements in sentiment based on
various promotional campaigns.
20 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.

21. Samsung Galaxy S3 Top Advocates!
Insight
 Using NetBase, the top Samsung
Galaxy S3 advocates by Klout scores
can be seen (top-right).
 Top 3 advocates: Huffington Post
(@huffingtonpost); Danny Sullivan
(@dannysullivan) and Gul Panag
(@GulPanag).
Potential Actions
 Build partnerships with these
advocates to create more positive
buzz around Samsung Galaxy S3.
 Promote special offers for followers of
the top advocates of Galaxy S3.
21 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.

22. Insight & Opportunity Summary
Top opportunities:
Consumers like Samsung Galaxy S3 • Exploit the positive sentiment
for its killer looks, but some find about Galaxy S3 to create more
its size to be too big buzz
Marble white is the most desirable • Promote the Galaxy S3 on its better
color for Galaxy S3
battery life as compared to that of
iPhone is still the most recognized the iPhone
brand when people think of smart
phones and mobile phones • Get more apps developed for the
Galaxy S3
Though iPhone has created the
maximum buzz online, Galaxy S3 • Find out what’s working so well in
garners more positive sentiment AR, ID, and MT
22 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.