Social Wavelength analyzed conversations on social media about popular smartphone brands and compared them, in order to understand how people perceive them and what factors drive these conversations.
Share of Voice:
58% – Android Phones
15% – Iphone
15% – Blackberry
12% – Windows Phone
In most cases, the popularity of flagship phones determines the popularity of the brand. For Samsung, it is the S3 and for HTC, it is the One X.
Multimedia features of an Android smartphone, and also to some extent. its connectivity features and Battery life, are the driving feature of the conversations about it, and these features can be stated as the USP of the handset models and the Brand, too.
Brand Reputation and Advocacy:
Samsung not only accounts for most of the conversations on social media about Android manufacturers, it also contributes a quite high share of true sentiment. Sony comes second by volume, but languishes at the bottom, when the Brand Reputation Index is taken into account.
This is because it has a higher share of negative conversations from the total discussions about it. HTC, at the third spot by volume, still lies in the bottom four, only because of its higher share of negative conversations.
This holds true even when the volume and sentiment of the monitored brands are plotted on the Brand Advocacy Matrix and are compared amongst each other. Samsung, as seen alongside, easily beats other brands both in terms of volume and sentiment. On the other hand, major incumbents like Sony and HTC lie in the Concern Quadrant.
In fact, other lesserknown brands have much better sentiments.
By volume of conversations, the Android platform leads other mobile platform by a huge margin (6 out of every 10 people).
- The top three mobile brands – Samsung, HTC and Sony – collectively contribute 93% of the conversations about the Android.
- The flagship handset models are the primary conversation drivers of smartphone brands, occupying the largest share of voice in their discussions.
- When talking about Android smartphones, people tend to speak about their features the most, followed by their prices.
- Twitter, by far, contributes the largest share of conversations, accounting for 90% of these. Since a large majority of updates on this media platform deal with personal sentiment, it needs to be actively monitored.
- It is possible that a brand with a larger share of voice may have poor brand reputation on social media i.e. they may have a higher negative feedback than other brands with a much lower share of voice.
- Again, monitoring becomes a crucial process in identifying these negative conversations. Also, USPs of brands can be easily identified looking at patterns present in the positive conversations.
- Brands with lesser share of voice need to monitor the industry and competitors with higher buzz, to understand the methods they follow for communicating on social media.