Social Media Report For Nokia Lumia 920 – Nov 2012 to Jan 11, 2013 Page 1 Serendio Headquarters 4677 Old Ironsides Drive Suite 450 Santa Clara, CA 95054 United States No part of this document can be copied, circulated or reproduced in any manner without the prior written approval of Serendio. © 2013 All rights reserved. Page 2 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 Page 3 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. Page 4 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 Operating System, Design, Display, Screen, Built-In of Windows 8 smartphones Apps Top 5 most discussed features Design, Screen, Operating System, Camera and Display of Nokia Lumia 920 Top 3 features of Nokia Lumia Operating system, Wireless Charger, Connectivity (NFC) 920 (Highest positive mentions) Where is Nokia Lumia 920 doing Design and Screen better than HTC Windows 8X? 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. Page 5 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. Page 6 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 Page 7 7. Share of Voice: 7.1 Whose voice is the loudest on social media, among smartphone operating systems? Android Jelly Bean 51.35% Apple IOS 6 35.12% Windows 8 10.09% Blackberry 3.34% 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. Page 8 7.2 Share of Voice war between the popular models, across operating systems Apple iPhone 5 Nokia Lumia 920 35.89% 16.49% Samsung Galaxy SIII 47.62% 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. Page 9 7.3 Where is the Buzz on Nokia Lumia 920 and HTC Windows 8X in Social Media? Twitter 74.70% Forum.Xda-Developers 14.33% Howardforums 4.68% Amazon 2.38% Wireless.att 2.05% Reviews.Bestbuy 0.64% Cellphoneforums 0.59% Cnet 0.36% Phonearena 0.15% Forums.Wireless.Att 0.13% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 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. Page 10 7.4 How do Consumers Perceive the Windows 8 Smartphones? 10.75% 36.96% 52.28% Nokia Lumia 920 15.98% 22.91% 61.11% HTC Windows Phone 8X 0% 20% 40% 60% 80% 100% Positive Negative Neutral 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? Page 11 8. Feature Importance and Volume of Mentions 8.1 Which features are important to buyers? Hardware Charger Others 4% 3% 29% Connectivity Operating-System 5% 16% Design 11% Battery Screen Display 6% 6% 8% Camera 6% Built-In Apps 6% Operating System and Design seem to be the most popular features among users of Nokia Lumia 920 and HTC Windows Phone 8X.