mwc social insight report

MWC 2014 Social Insight 22nd February – 1st March 2014

MWC 2014 Social Insight

22 Feb 2014 – 1 March 2014

Key Facts

Top Organisations & Products

Daily Trends

Product Categories

Operating Systems

Top Personalities

Influencers

Glossary

2

3

4

5

10

11

12

13

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1

The following study provides an in depth analysis of 425K pieces of social

media content (English language) related to MWC 2014. We used

Gorkana’s social media monitoring tool, Social Media Pro, to source and

analyse content and to draw insights from the data.

The time period for the study includes all the social media coverage from

22nd February - 1st March 2014 and provides an insight into social

conversations occurring in the buildup to the event, as well as post-event

discussions. Content was sourced based on MWC keywords, brand

keywords, product keywords, participating personalities and news

organisations.

This report provides insight into social media conversations broken down

by daily trends, product categories and personalities. Influencers were

identified using Traackr, an influencer identification tool.

Author: Sidharth Gopakumar

Product Manager: Analysis & Insights

[email protected]

For Enquiries: Sarah Kemp

PR & Social Engagement Manager

[email protected]

Contents


22 Feb 2014 – 1 March 2014

Key Facts

2

425 MENTIONS

MOST PROMINENT

PUBLICATION BLOG TWEETER FACEBOOK AUTHOR YOUTUBE AUTHOR

ANDROID HEADLINES CNET @NOKIA SYNERGY WIRELESS RCR WIRELESS NEWS

SENTIMENT TOP PERSONALITY TOP INFLUENCER

95%

4% 1%

Neutral Positive Negative MARK ZUCKERBERG RUDY DE WAELE


22 Feb 2014 – 1 March 2014 3

Top Organisations & Products


22 Feb 2014 – 1 March 2014

146K

Monthly Insight December 2013

Daily Trends

4

22 Feb: Pre-show buzz

begins to build, focusing on

smartphones, Samsung

Exynos and news that Mark

Zuckerberg will be making an

appearance at the event.

Sony grabs attention with its

teaser campaign for the

Xperia Z2.

24 Feb: Day 1 sees the

highest peak in terms of

social media coverage.

Social media users

discuss the merits of the

S5 and Whatsapp’s move

to introduce voice calls.

23 Feb: Momentum begins to

build as day zero of the event

gets underway. Both

Samsung and Firefox make

major announcements

regarding the Galaxy Gear 2

and the Firefox OS

respectively.

25 Feb: Awards chatter

generates a significant

portion of the day’s

coverage, which increases

HTC’s profile at the event.

Major news publications

start publishing ‘Best of

MWC’ articles that are

widely shared on social

media.

26 Feb: Alongside the S5,

awards continue to set the

agenda on Twitter, with selfie

app CamMe’s award for the

most innovative app generating

significant interest in blogs and

forums. Kobe Bryant’s tweet

about his partnership with

Lenovo is retweeted 919 times.

27 Feb: As the excitement

from the launches and

announcements quietens

down, thought leadership

and non consumer facing

tech comes to the fore with

Intel stealing the show.

28 Feb and 1 March: Post

event articles and

discussions hail the

Samsung Galaxy S5 and

the Nokia X as the key

highlights of MWC.

15K

40K

86K

60K

43K

24K

11K

Me

ntio

ns

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

22/02/2014 23/02/2014 24/02/2014 25/02/2014 26/02/2014 27/02/2014 28/02/2014 01/03/2014


22 Feb 2014 – 1 March 2014

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

Smartphones Apps Wearables Networks & Consulting

Cloud Services & Business Support

30K

Product Categories

Smartphone coverage peaked on 24th Feb 2014, primarily

driven by the launch of Samsung’s Galaxy S5.

Mashable‟s article about „Cheap Smartphones being the

real stars of Mobile World Congress‟ was the 2nd most

popular story on Twitter after CNET‟s S5 launch live blog.

The Mashable story appeared in 1.1K tweets and

received 2.5K social media shares. @nokia was the

second most mentioned tweeter in this product category

(1.8K tweets), due to the launch of the Nokia X series and

developments on its Lumia phones. The debut of the

Blackphone (2.7K mentions) increased the breath of

privacy and security discussions regarding smartphones.

72K

25K

16K 12K

5

Smartphones


22 Feb 2014 – 1 March 2014

Product Categories

Apps saw more proportional coverage in news

publications than other social channels. This was

primarily due to the renewed interest in the sector, after

the acquisition of Whatsapp (12.5K mentions) by

Facebook. Windows gained recognition for the

improvements in its apps store while Nokia’s MWC app

for Windows was very well received by attendees

(WPcentral described the app as „spectacular‟). #wipjam,

the official hashtag of the developers event at MWC, was

the second most popular hashtag for the category (1.2K

tweets). Intel and Nokia were the most prolific brands

using the hashtag to encourage visitors to the event.

30K

72K

25K

16K 12K

6

Apps

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000




22 Feb 2014 – 1 March 2014

Product Categories

If CES 2014 was the event when wearables went

mainstream, MWC 2014 firmly established wearables as

one of the most talked about consumer tech categories

(25K mentions). Samsung’s Gear range of wearables

proved to be a hit with bloggers and news publications

alike with Samsung featured in more than half of all

wearables conversations (12.6K mentions).

TechnoBuffalo declared: “Samsung Steals the Show at

MWC 2014”. Reviewers pointed at Hauwei Talkband’s

(1.8K mentions) fitness and headset combination as its

stand out feature. A key trend in this space was the

proliferation of wearables focussed blogs like

Wearabletechwatch.net.

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000



30K

72K

25K

16K 12K

7

Wearables


22 Feb 2014 – 1 March 2014

Product Categories

Facebook appeared 2.5K times in all the discussions

about this product category, enhancing its footprint

across the event. Conversations ranged from discussing

Mark Zuckerberg’s quotes on mobile data to Facebook’s

partnership with Ericsson (800 mentions). Huawei’s

branding of its Atom Router as „the world thinnest router‟

drove engagement with Twitter commentators (500

retweets). The demo of the Ericsson ‘Radio Dot

System', which boosts indoor coverage of broadband

and other networks, caused major buzz on networks

and telecom related blogs. Carrying on from CES, Intel

(1.2K mentions) showcased its mobile strategy at the

event, unveiling partnerships with Lenovo, Asus and

Dell.

8

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000



30K

72K

25K

16K 12K

Networks & Consulting


22 Feb 2014 – 1 March 2014

Product Categories


Cloud services made a big splash at the event.

Huawei’s new cloud OS solution, Fusionspehere,

featured as the most popular story trending on Twitter.

CA Technologies’ Twitter strategy of mixing humour

with product information resulted in its handle being the

5th most mentioned during the event. News publications

and Twitter featured comparable volumes of coverage

indicating a lack of interest in social circles regarding

enterprise level technologies, compared to other

product categories. IBM (1.1K mentions) took the

opportunity to engage audiences in thought leadership

around cloud services and its future plans for the

category.

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000



30K

72K

25K

16K 12K

9


22 Feb 2014 – 1 March 2014

54%

5%

14%

6%

13%

8%

Android Blackberry Firefox OS

Tizen Windows iOS

54% of all operating systems coverage

mentioned Android. The most popular

Android website, Androidheadlines.com

(134 mentions), covered topics ranging

from Samsung’s Android powered launches

to the latest news apps launched on

Android. Forbes stated: “Google and

Android won MWC by default” due to

Android's footprint across the various

releases and announcements at the event.

Although Apple did not participate in the

event, iOS was an integral part of other

released products that are connected to

the Apple ecosystem. Products included

Oral B’s iPhone compatible toothbrush

(appeared in 140 tweets) and Mad Catz

(280 mentions), a game controller.

Conversations involving Blackberry OS

generated 3K mentions during MWC. A third

of these conversations were about BBM

being released on Windows devices. The

most engaging content was related to the

announcement of the Blackberry Z3,

available with an updated version of the

Blackberry OS.

Samsung using its own operating system,

Tizen, in its Gear 2 and Gear Neo products

(instead of Android) led to influential

publications discussing the ramifications of

the move. CNET commented on the future

of Tizen: “One year on, Tizen has its sights

set on smartwatches and cars”.

10K pieces of coverage of Firefox OS

represented a successful event for the

nascent operating system, aided by the

announcements of better performance and

popular apps like Pinterest being available

on the OS. Spreadtrum’s new $25

smartphone, running on Firefox OS,

generated 1.5K mentions..

A blog post by Joe Belfiore (@joebelfiore) on the

Windows official blog resulted in other specialist

Windows blogs debating the future of the Windows

Phone. Microsoft (5K mentions) and Nokia (4.5K

mentions) were the two flag bearers of the platform

on social media.

Operating Systems

10


22 Feb 2014 – 1 March 2014

Mark Zuckerberg

Mark Zuckerberg’s keynote at MWC 2014 was a

resounding success in terms of exposure, primarily

driven by the announcement of the $19 billion takeover

of Whatsapp. Many industry commentators questioned

the size of the deal whereas others commended him

for ‘coming of age’ as a CEO.

Jan Koum created a social media storm by

announcing that WhatsApp will be introducing voice

functionalities later this year. While news publications

focussed on Whatsapp’s move into voice services and

gauged its threat to mobile network providers, tech

blogs and forums celebrated the success of the start

up and its founders.

Top Personalities

Jan Koum

11

11.5K

Mentions

2K

Mentions


22 Feb 2014 – 1 March 2014

Marc Perton

Executive Editor,

Engadget

Rudy De Waele

Author & Keynote

Speaker

Jessica Dolcourt

Senior Editor,

CNET

Reach Score: 97

Relevance Score: 92

Resonance Score: 100

Marc Perton is the Executive Editor of

Engadget. He has donned many hats in his

tech news career, from Senior Editor at

Engadget to Executive Editor for Consumer

Reports, and then Director of Content for

Gdgt.

Jessica Dolcourt covers and reviews all

things mobile for CNET, including

smartphones and mobile operating systems

(mobile OS), phone features and trends,

carriers and industry news. She frequently

appears in CNET video content featuring

mobile news and also serves as an industry

expert on TV programmes.

Rudy De Waele is a entrepreneur, mobile

and innovation strategist, author, speaker

and curator. With nearly 20 years of

experience in Internet technology,

specialising in mobile innovation and start

ups, he recently published the book: ‘Shift

2020 - How Technology Will Impact Our

Future’.

Influencers

Reach Score: 99

Relevance Score: 88

Resonance Score: 98

12

Reach Score: 95

Relevance Score: 96

Resonance Score: 86


22 Feb 2014 – 1 March 2014 13

Top organisations – rankings based on organisation mentions, product mentions and

major brands (of each organisation).

Content – Articles, blog/micro blog posts etc containing mention of a search term or

phrase.

Follower – An individual or organisation engaging in social media, who regularly

attends to the statements made, or opinions expressed by another individual or

organisation through a social media platform.

Influencer - An individual or organisation with an established presence in social media,

who’s opinions and posts are regularly read by a large number of people.

Traackr - Traackr is a technology company dedicated to locating, scoring and ranking

the top online influencers for any topic or market, based on reach, resonance and

relevance. For more information, please visit www.traackr.com.

Reach Score - This is a measure of total audience size. blog visitors, Twitter followers,

YouTube subscribers etc go into scoring.

Resonance Score - This is a measure of how much activity someone creates when

they publish. Twitter retweets, linkbacks, comments etc. are factors of someone's

resonance.

Relevance Score - This is a measure of how relevant someone is to a topic.

Relevance is a factor of how often someone uses the keywords that drove the search;

the timing of the keyword usage (more recent posts are weighted more heavily); the

diversity of the keywords used by an influencer; and the placement of keywords (title vs.

body).

Glossary

mwc social insight report

Social Media

rudy de waele

cloud services

top organisations

social media coverage

operating systems

social media

top personalities

product categories