social media report for nokia lumia 920 nov 2012 to jan 11, 2013 · 7.3 where is the buzz on nokia...
TRANSCRIPT
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Social Media Report
For Nokia Lumia 920 – Nov 2012 to Jan 11, 2013
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Serendio
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No part of this document can be copied, circulated or reproduced in any manner without the prior written
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© 2013 All rights reserved.
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Table of Contents
1. Purpose of the report
2. Target Audience
3. Executive Highlights
4. Methodology used in the report
5. Definitions of terms used in the report
6. Definitions of Features analyzed in this report
7. Share of Voice
8. Feature Importance and Volume of Mentions
9. Most Mentioned Feature Drill-down
10. Summary
11. About Us
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1. Purpose of the report: The premise of this report is the learning we get from social media about Nokia Lumia 920 – about the social media share of voice, the user sentiments towards the features for Nokia Lumia 920 and its competition, and anything else we can learn. 1.1 The purpose of this report is to answer the following questions:
Which sites contribute to the chatter around Nokia Lumia 920, and how much does each of them contribute?
Which features of a Windows 8 smartphone are users interested in?
How are the user sentiments for different features of Nokia Lumia 920?
How do the features of Nokia Lumia 920 compare with that of HTC Windows 8X?
Where on social media should you concentrate to know users’ perception on specific features of Windows 8 smartphones?
To answer these questions, we dug through 75,000 conversations on the web for the period between November 2012 and January 11, 2013. What we found is a large amount of interesting information all the way from model specific discussions to feature specific conversations. You can use this report to gauge how your brand and your competition is doing in terms of online reputation. You can use it as a measurement of your PR activity and a source for leverage-able marketing messages.
2. Target Audience:
If you are involved in the Smartphones industry, either directly or indirectly, this report will
give you better insights not just into your brand and model, but also into your competition.
2.1 Here are some specific job titles that may benefit from this report and how they may
benefit:
Marketing Consultants & Researchers - The data and the resulting conclusion is helpful to
many of your customers in the Smartphones ecosystem.
Advertising Executives – This report provides data on how different social media contribute
to different types of discussions. This would help in budget allocation and measuring
effectiveness of advertising campaigns.
Marketing Executives - This report provides deep insights into how your product and
features are viewed by your customers and prospects.
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Product Managers - This report gives insights into how your features fare against that of
your competition, and gives you learning that can be applied to your existing product/
future products.
Senior Executives - This report gives you a quick glance at how your product is faring against
your competitors’ products, as perceived by a large number of your customers and
prospects, expressing their opinions in social media.
3. Executive Highlights of this Report:
3.1 Data collection:
Data collected for : Windows 8 Smartphones – Nokia Lumia 920 and HTC Windows Phone 8X, in particular
Data harvesting period : November 2012 to January 11, 2013
3.2 Key findings:
Top 5 sources of data twitter, forums.xda-developer, howardforums, wireless.att and amazon
Top 5 most discussed features of Windows 8 smartphones
Operating System, Design, Display, Screen, Built-In Apps
Top 5 most discussed features of Nokia Lumia 920
Design, Screen, Operating System, Camera and Display
Top 3 features of Nokia Lumia 920 (Highest positive mentions)
Operating system, Wireless Charger, Connectivity (NFC)
Where is Nokia Lumia 920 doing better than HTC Windows 8X?
Design and Screen
The actual posts shown in this report represent a small sample. In the normal monthly or
weekly reports statements are grouped into “thematic buckets” and addressed according to
frequency.
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4. Methodology used in this report: Serendio technology developed over 20 man-years unearths critical customer sentiments and feedback embedded in millions of online conversations occurring over the social landscape. Serendio technology converts free form textual content into structured contextual information that can be analyzed using any of the standard industry database access tools.
Data flow through the Serendio Engine
4.1 Customer Sentiment Analysis:
Armed with the output of the language processing, matched against the taxonomy of the
domain, Serendio uses patent-pending, deep and high-accuracy sentiment analysis to
determine customer sentiment. Built-in machine learning capability allows the sentiment
analysis engine to be tweaked and tuned over time and increase accuracy and
dependability. As domain-specific concepts and nuances are stored in the engine it provides
highly accurate and actionable sentiments. For example, our engine can deduce that display
is more important than battery life, to smartphone users, in a smartphone.
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5. Definitions of terms used in this report:
Share of Voice:
Share of Voice focuses on the mentions in social media. If there are total of 1M posts (after
removing spam) for smartphones and a brand X has 100,000 posts, then brand X will have a
share of voice of 10% amongst all smartphones.
6. Definitions of Features analyzed in this report:
Feature What falls under it
Operating-System Google, Symbian, Microsoft, IOS
Design Finish, Slick, Soft Touch backing, Slide
Display Display Colors, Display Type, Display Resolution
Screen Touch Screen, Screen Size
Built-In Apps Calendar, Excel, Word, Antivirus, Games & etc..
Camera Megapixel, Dual Cameras, Lens
Battery Removable battery, Rechargeable, Extendable battery
Connectivity GPS, NFC, Hotspot, Infrared
Hardware Processor, Firmware, Graphic Processor
Charger Car charger, Wireless Charger
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7. Share of Voice:
7.1 Whose voice is the loudest on social media, among smartphone operating systems?
This chart gives the Share of Voice between the latest versions of Android, iOS, Windows
and Blackberry operating systems, in social media. This will give the readers of this report a
bigger picture about the Smartphone ecosystem.
Android has the largest Share of Voice among all smartphone operating systems on social
media, between November 2012 and January 11, 2013. Google Nexus 4, the new Jelly Bean
smartphone was released on December 2012. This could be one of the reasons for the large
volume of conversations on Android Jelly Bean.
iOS 6 is #2, and Windows 8 is #3 with 35.12% and 10.09% conversations. The charts from
chart 7.3 onwards, in this report, take a closer look at this 10.09% of conversations on
smartphones in social media.
Android Jelly Bean 51.35%
Apple IOS 6
35.12%
Windows 8 10.09%
Blackberry 3.34%
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7.2 Share of Voice war between the popular models, across operating systems
We analyzed the share of voice between the most popular models in each operating system,
to understand how things look between operating systems. Samsung Galaxy SIII, the Jelly
Bean smartphone has the highest share of voice. This is no surprise given Android has the
highest share of voice among all operating systems.
Apple iPhone 5 has 35.89% Share of Voice and Nokia Lumia 920 has 16.49% Share of Voice.
This is in line with the observation from chart 7.1.
Samsung Galaxy SIII
47.62%
Nokia Lumia 920 16.49%
Apple iPhone 5 35.89%
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7.3 Where is the Buzz on Nokia Lumia 920 and HTC Windows 8X in Social Media?
In this chart, we take a closer look at 2 Windows 8 smartphones - Nokia Lumia 920, and HTC
Windows Phone 8X.
Twitter is where a whole lot of conversation on Windows 8 smartphones, like Nokia Lumia
920 and HTC Windows 8X, happen. We see that 74.70% conversations on Nokia Lumia 920
and HTC Windows 8X happen on twitter, and that’s a lot!
We’re not surprised to see developer forums like forum.xda-developers and howardforums
on #2 and #3 by share of voice. It is interesting to note that while conversations on Nokia
Lumia 920 and HTC Windows 8X are high on twitter and developer forums, we do not see
much conversation on review sites.
Another interesting observation is that twitter is the only social networking site on this list
of Top 10 sources of conversation.
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00%
Forums.Wireless.Att
Phonearena
Cnet
Cellphoneforums
Reviews.Bestbuy
Wireless.att
Amazon
Howardforums
Forum.Xda-Developers
0.13%
0.15%
0.36%
0.59%
0.64%
2.05%
2.38%
4.68%
14.33%
74.70%
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7.4 How do Consumers Perceive the Windows 8 Smartphones?
Again, we compare Nokia Lumia 920 and HTC Windows Phone 8X. We took all the
conversations around these 2 models and analyzed them to see the sentiments around each
model. It is clear that the volume of conversations with a positive sentiment is higher
(36.96%) for Nokia Lumia 920, than for HTC Windows Phone 8X (22.91%).
An interesting trend we see here is that there are more neutral conversations than positive
or negative for both models. Could this be a result of the high volume of tweets Windows 8
smartphones, with users focusing on tweeting a status update about the phone they are
using?
0% 20% 40% 60% 80% 100%
HTC Windows Phone 8X
Nokia Lumia 920
22.91%
36.96%
15.98%
10.75%
61.11%
52.28%
Positive Negative Neutral
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8. Feature Importance and Volume of Mentions
8.1 Which features are important to buyers?
Operating System and Design seem to be the most popular features among users of Nokia
Lumia 920 and HTC Windows Phone 8X. It’s an understandable trend that there are more
conversations around Windows OS, when people are discussing the Nokia Lumia 920 and
HTC Windows Phone 8X.
Design, display and the screen are other areas of discussion. We see that battery and
camera of these smartphones do not trigger much conversation on social media.
The other features that make up 29% of the conversation here are Application, Email,
Weight, Accessories, Size, Weight, Reliability, Real Time Messaging, Memory, Material,
Keypad, Radio, and Price. What would be interesting is to study if the most discussed
features on social media are the actual parameters for evaluation when a customer buys a
Windows 8 smartphone or a smartphone, for that matter!
Operating-System 16%
Design 11%
Display 8%
Screen 6%
Built-In Apps 6%
Camera 6%
Battery 6%
Connectivity 5%
Hardware 4%
Charger 3%
Others 29%
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8.2 Top 10 Features of Nokia Lumia 920 – based on volume of conversations
(And also how it compares to competition)
Here we see the Top 10 features of Nokia Lumia 920 by Share of Voice, compared with that
of HTC Windows 8X. Most of the Nokia Lumia 920 conversations on social media are around
its design. The other top features according to Share of Voice are Screen (which includes the
screen size and the touch feature), Operating System, Camera and Display. For the purpose
of this study, Display includes the display colors, type and resolution.
The Top 10 features of HTC Windows 8X show a different trend. Connectivity (which
includes GPS, NFC, Hotspot, Infrared) and Hardware are the #2 and #3 here. However, these
are not in the Top 5 features by Share of Voice for Nokia Lumia 920.
We see that the screen, battery and camera of Nokia Lumia 920 are more popular than that
of HTC Windows 8X. Similarly, the OS, connectivity, built-in apps and call quality of HTC
Windows 8X generate more buzz than Nokia Lumia 920 does. To understand the reasons
behind such differences, we would need to do a deeper analysis of the user sentiments and
also taking a look at sample verbatim from social media.
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8.3 How does the sentiment vary for different Features of Nokia Lumia 920?
This bar graph shows the sentiments for each of the Top 10 features of Nokia Lumia 920.
Operating System has the highest volume of positive conversations, and it’s an encouraging
trend. The other 2 features that have high volume of positive conversation are Wireless
Charger, Connectivity (NFC).
The green portion of the bars indicated positive sentiment and red portion of the bars
indicate negative sentiment.
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Operating-System
Design
Charger
Screen
Battery
Nokia Maps
Camera
Connectivity
Hardware
Display
Call Quality
Built-In Apps
Service Provider
Weight
Size
13.50%
5.53%
13.76%
4.02%
2.77%
3.62%
5.14%
6.34%
4.55%
2.28%
3.16%
2.52%
1.79%
3.75%
3.53%
2.07%
1.09%
4.64%
0.98%
0.80%
1.43%
1.93%
1.16%
0.95%
1.20%
0.77%
0.59%
1.16%
2.59%
2.39%
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8.3.1 Sample Positive Verbatims for Nokia Lumia 920
Source Sample Positive Verbatims
twitter.com fantastic display, intuitive operating system, modern design
reviews.cnet.com best in class camera, customizable interface, excellent location services, brilliant display, office integration
wireless.att built rugged, fast process, live tiles are unique
twitter.com This phone was forged in the heaven
wireless.att If only Nokia made this phone for Android too, it would give Samsung, a run for its money and beat them, as their phones are so flimsy and plasticky, unlike this phone which is like a rugged weatherproof laptop from Panasonic ! NokiA has a winner here."
8.3.2 Sample Negative Verbatims for Nokia Lumia 920
Source Negative Verbatims
reviews.cnet.com My complaints: Phone is @#$%ing huge. In vibration mode it can shake the furniture it is resting
phonearena.com At&t plans are not competitively priced, so you might pay less for the phone but you will feel it in your service contract
wireless.att Not easy to hold the phone while trying to shoot the camera phone. i kept hitting the Bing button. the phone is shiny and slippery.
reviews.cnet.com My only complaints have to do with the AT&T network, wish it would have been available on Verizon
amazon.com A bit on the large and heavy side, smaller app ecosystem then Apple and Android, Only available on At&t in the US, no micro SD card, no removable battery
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9. Most Mentioned Feature - drill-down
9.1 Where is the Buzz around Nokia Lumia 920’s ‘weight’?
We decided to dive deep into the conversations around Nokia Lumia’s weight, as this has
gained significant attention. User opinions about the weight range from one end to another.
The phone’s weight seems to give it a solid feel, matches the size and design, and it gives
users a feel that it’s not a cheap phone.
Most conversations around the weight of Nokia Lumia 920 are from Twitter. A mix of review
sites and forums make up the other sources.
Twitter 76.20%
Wireless.att 7.92%
Forum.Xda-Developers
6.19% Amazon 5.74%
Howardforums 1.68%
Reviews.Bestbuy 0.79%
Cnet 0.79% Phonearena
0.35%
Cellphoneforums 0.25%
Wirelessforums 0.10%
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9.2 What are the sentiments around Nokia Lumia 920’s ‘weight’?
It looks like conversations around the weight of Nokia Lumia 920 follow the same trend as
the other Smartphones conversations. There are more neutral conversations than positive
or negative. We see that 58% of the conversations around Lumia 920’s weight are neutral,
32% have a positive sentiment and 10% have a negative sentiment.
9.2.1 Some sample Negative Verbatims for ‘weight’
Source Sample Negative Verbatims
reviews.cnet.com Weight - this brick, I mean phone, tips the scales at a cool 185 grams, compared to the 133 gram Galaxy S3 or 140 gram iPhone 4S. When asked why it weighed so much, the salesman told me it was because the phone is made from the same composite as is astronaut helmets.
wireless.att This phone is way to heavy
wireless.att weight-it feels premium but could be lighter.
wireless.att Just a tad on the heavy side
wireless.att weight are a bit much
Positive 32%
Negative 10%
Neutral 58%
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9.3 How does Nokia Lumia 920 fare against HTC Windows 8X in its weight?
We thought it would be interesting to compare the sentiments around weight between
Nokia Lumia 920 and HTC Windows 8X. Of the conversations around weight for Lumia 920,
we see that 32% have a positive sentiment, as opposed to the 24% for HTC Windows 8X.
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10. Summary:
The report concludes that measurements derived from analyzing the content of social
media sites can be of value to a wide range of departments within a corporate.
From this report, it is clear that Nokia Lumia 920 is a winner in terms of Share of Voice. The
design, screen and weight are an important topic of conversation, and it is also noteworthy
that there are more positive conversations than negative, as we drill down to specific
features. It is also clear that the volume of conversations with a positive sentiment is higher
(36.96%) for Nokia Lumia 920, than it is for its competition, HTC Windows Phone 8X
(22.91%).
It looks like Nokia Lumia 920 is winning in the current generation of Windows smartphones!
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About Us
The name Serendio is derived from the expression Serendipitous Discovery. Unearthing the
not-so-obvious and seemingly unrelated from unstructured content is a hallmark of our
technology and our name merely reinforces that.
Serendio's Customer Experience Analytics (CxA) harvests qualitative, unstructured
conversations from a wide range of sources, including the social web, emails and all forms
of customer records. Using a combination of Natural Language Processing (NLP) and
proprietary linguistic techniques, CxA produces highly accurate and actionable insights
about customer thinking. These insights are delivered in multiple modes including a SaaS
portal and through APIs to ensure the easiest possible integration with other applications.
Specialties:
Text Analytics, Customer Experience Analytics, Social Media Analytics, Market Research
Website:
www.serendio.com
Headquarters
4677 Old Ironsides Drive
Suite 450
Santa Clara, CA 95054 United States