Profiling social conversations on Twitter about Mobile World Congress as a base line. Some interesting data points came out of looking at respondents by country and relative influence. It should help work out how good different mobile device manufacturers did in the buzz stakes later. More here http://renaissancechambara.jp/2016/02/24/profiling-social-conversations-at-mobile-world-congress-2016/
2. In this presentation
• Background / Methodology
• Goals
• Relative authority
• Geographic identity
• Geographic distribution
• Low authority quartile: by
country
• High authority quartile
• What does it mean?
• What’s next?
3. Background / Methodology
• Mobile World Congress is a
culture-neutral event of global
significance which makes it of
interest to study
• Looking at the audience
allows a benchmark to be set
when looking at mobile device
brand social mentions later on
• Focus on Twitter – most
accessible data source
• 4,006 mentions found on
night of Sunday February 21,
2015
• Sorted by proprietary tool
‘authority’ algorithm (0-10).
Factors considered
• Following
• Propagation
• Influence of audience
4. Relative authority v. mentions of sample
0
5
10
15
20
25
0 1 2 3 4 5 6 7 8 9 10
% distribution of mentions
% distribution of mentions
6. % mentions by country (geographic distribution)
UAE Argentina Austria Australia Finland Bangladesh Belgium Bulgaria Bahrain Bolivia Brazil Belarus
Canada Switzerland Ivory Coast Chile Cameroon China Columbia Costa Rica Cuba Czech Republic Germany Denmark
Dominican Republic Algeria Ecuador Estonia Egypt Spain France UK Georgia Ghana Guadalupe Greece
Guatemala Hong Kong Honduras Haiti Hungary Indonesia Ireland Israel India Iraq Iran Italy
Jamaica Jordan Japan Kenya St Kitts South Korea Kuwait Kazakstan Lebanon St Lucia Luxembourg Morocco
Montenegro Madagascar Mongolia Martinique Malta Maldives Mexico Malaysia Mozambique Nigeria Holland Norway
Nepal Oman Panama Peru Phillippines Pakistan Poland Puerto Rico Portugal Qatar South Africa Yemen
Vietnam Venezuela Uruguay US Ukraine Uganda Taiwan Trinidad Turkey Tunisia Thailand Senegal
El Salvador Slovakia Singapore Sweden Saudi Arabia Russia Serbia Romania
8. % Mentions by country (lowest 25% of influence)
UAE Argentina Austria Australia Bangladesh Belgium Brazil Canada Switzerland
Chile Columbia Costa Rica Czech Republic Germany Estonia Egypt Spain Finland
France UK Greece Honduras Indonesia Ireland Israel India Iraq
Iran Italy Jamaica Japan Kenya St Kitts Korea lebanon St Lucia
Morocco Montanegro Madagascar Martinique Malta Maritius Maldives Mexico Malaysia
Nigeria Holland Norway Nepal Panama Peru Phillippines Pakistan Poland
Puerto Rico Portugal Romania Serbia Russia Saudi Arabia Sweden Singapore Slovakia
El Salvador Thailand Turkey Trinidad Taiwan Ukraine US Uraguay Venezuela
Vietnam Yemen South Africa
9. Top 10 markets by mentions
-60
-40
-20
0
20
40
60
80
100
120
US Spain India Indonesia France UK Germany Venezuela Italy Mexico
% difference from overall mentions for lower quartile mentions (less is better)
% difference
10. What does it mean?
• The UK, France, Germany
and Spain have
disproportionately higher
levels of low mentions
• Social discussions from these
countries are likely to be less
effective at driving buzz and
engagement (excepting the UK)
• India’s disproportionately low
score is interesting
• Historically India has been seen
as a source of low authority and
spam content for SEO, but
these factors don’t seem to
have affected the posts
12. % Mentions by country (highest 25% of influence)
UAE Argentina Australia Bangladesh Bolvia Brazil Belarus
Canada Switzerland Chile China Columbia Czech Republic Germany
Dominican Republic Ecuador Egypt Spain France Finland UK
Hong Kong Indonesia Israel India Italy Jordan Japan
Kenya South Korea Kuwait Kazakstan Oman Peru Nigeria
Malaysia Mexico Panama Saudi Arabia Thailand Turkey Pakistan
Portugal Puerto Rico Romania Russia Singapore Poland South Africa
Venezuela US Taiwan Ukraine
13. Top 10 markets by mentions
-100
-80
-60
-40
-20
0
20
40
US Spain India Indonesia France UK Germany Venezuela Italy Mexico
% difference from overall mentions for upper quartile mentions (more is better)
% difference
14. What does it all mean?
What becomes apparent from
the data is that influence
across countries is massively
disparate
Number of mentions should
only be the start of country
teams evaluating local
mentions
The UK, Italy and US seem to
make the most sense for MWC
related influence programmes
based on their relative
influence in comparison to
other countries.
15. 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
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