Post on 25-Jan-2015
description
We make sense out of media
Nokia Brand Audit 1st Feb – 28th Feb 2011
Overview in # of Men8ons all Media Types
1st Feb – 28th Feb 2011
Nokia created the most buzz on the 11th of February when it officially announced its strategic partnership with MicrosoA to adopt Windows Phone as its primary smartphones strategy.
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Nokia
Samsung
LG
Motorola
Sony Ericsson
RIM
Nokia announces MicrosoA partnership for Windows Phone 7 OS
Stephen Elop leaked memo
Share of voice
1st Feb – 28th Feb 2011
Nokia has a considerable share of voice over its compeTtors, largely boosted by the partnership announcement, accounTng for nearly one-‐third of all menTons.
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Nokia 91.600 32,36%
Samsung 63.378 22,39%
LG 35.900 12,68%
Motorola 47.905 16,92%
Sony Ericsson 23.102 8,16%
RIM 21.223 7,50%
By no. of men8ons
Nokia
Samsung
LG
Motorola
Sony Ericsson
RIM
Report date range Calibri 12
Share of voice
Despite this higher number of menTons, Nokia’s Reach and EMV is similar to that of Motorola and Samsung as they managed to be menToned by top news publicaTons.
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Nokia 715.445.955
21%
Samsung 803.755.918
23%
LG 441.644.887
13%
Motorola 807.725.126
23%
Sony Ericsson 228.924.282
7%
RIM 446.536.421
13%
By Reach
Nokia $5.311.414,42
17%
Samsung $7.548.887,31
25%
LG $4.110.323,09
13%
Motorola $7.483.431,95
24%
Sony Ericsson $2.139.108,53
7%
RIM $4.156.860,81
14%
By EMV
1st Feb – 28th Feb 2011
Share within Top 100 Media
1st Feb – 28th Feb 2011
Nokia share of voice in the the Top 100 Media list does not deviate much from the overall share of voice. Nokia has 48.64% and 45.95% share of voice in the “The Guardian” and “China Daily”.
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
dailymail.co.uk tsr.ch
hosted.ap.org abc.es
impreso.milenio.com faz.net
news.bbc.co.uk huffingtonpost.com chinadaily.com.cn tagesanzeiger.ch irishTmes.com bazonline.ch elmundo.es derbund.ch
A.com Tme.com
telegraph.co.uk bloomberg.com guardian.co.uk
forbes.com
Nokia
Samsung
LG
Motorola
Sony Ericsson
RIM
Nokia 32.36% share of voice
* The top 100 Media list is a pre-‐defined media list Fisheye AnalyTcs believes to be important in a business secng.
Influencers Analy8cs by Source
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The “Wall Street Journal” and “Engadget” were the greatest influencers by social media acTvity for Nokia and its compeTtors.
News Sources No. of Ar8cles SMI Clicks JShares Jcomments JLikes retweets buzzShares postComments
Wall Street Journal 368 380541 138367 49846 47998 36525 96954 12757 2051
News OK 88 275616 178501 7464 3970 7289 77798 3060 4729
IT News 712 267575 162124 15006 11943 11370 76360 8644 11936
Brandchannel 116 171060 96508 6130 2529 3981 66300 1187 1702
MacRumors 55 170063 147067 3304 2928 968 14048 1748 0
Blog Sources No. of Ar8cles SMI Clicks JShares Jcomments JLikes retweets buzzShares postComments
Engadget 316 790623 524934 30867 35690 24716 140007 46877 122101
Mashable 218 721479 415190 25702 10858 17038 265660 3790 1934
TechCrunch 130 439420 312938 9649 7401 13911 106536 6833 11789
ComputerCoderGuy's Blog 4 371836 32 0 0 0 371638 166 0
Lifehacker 22 235795 9228 31244 8517 9241 174303 3262 1135
1st Feb – 28th Feb 2011
Influencers Analy8cs by Source
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The following Blog and News authors authors wrote about Nokia during the last month and created with their posts substanTal reacTons in the social media networks.
News Authors No. of Ar8cles SMI Clicks JShares Jcomments JLikes retweets buzzShares postComments
Reno Weka 3 62 31 0 0 0 31 0 0
Defanie ArianT 1 48 5 9 7 2 25 0 0
Tri Wahono 1 47 13 7 2 4 21 0 0
Fajar Widiantoro 2 35 5 0 0 0 30 0 0
Dan Warne 1 32 23 0 0 0 8 1 0
Blog Authors No. of Ar8cles SMI Clicks JShares Jcomments JLikes retweets buzzShares postComments
MG Siegler 26 124322 105602 1900 1313 2818 25034 1893 3745
Stan Schroeder 41 119402 73273 3329 2196 3731 39934 939 215
Rosa Golijan 1 105030 3 0 0 0 105012 15 0
Kyle VanHemert 1 88968 8 0 0 0 88881 79 0
Jason Chen 1 88922 11 0 0 0 88881 30 0
1st Feb – 28th Feb 2011
Sen8ment Analysis
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Nokia menTons are mostly neutral to posiTve accounTng for 93.4% of all menTons.
1st Feb – 28th Feb 2011
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20
30
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50
60
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80
90
100
Nokia Samsung LG Motorola Sony ericsson RIM
PosiTve
Neutral
NegaTve
No of m
enTo
ns (in ‘000s)
Nokia -‐ Net Sen8ment Score
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The net senTment from the Tme Stephen Elop’s memo was leaked conTnued to drop to the negaTve zone unTl posiTve news of the strategic partnership was announced which saw a large jump into the posiTve.
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NegaTve senTment largely due to Stephen Elop’s leaked memo.
Stephen Elop’s memo leaked.
Formal annoucement of Nokia-‐MicrosoA partnership.
1st Feb – 28th Feb 2011
Nokia – Media Analysis
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Nokia and Samsung has created a big number of discussions on Twiner and Blogs because of their announcements.
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20000
40000
60000
80000
100000
120000
Nokia Samsung LG Motorola Sony Ericsson RIM
News
Blogs
Twiner
Images
Videos
N
0% 20% 40% 60% 80% 100%
Devices
OperaTng System
Internet
Smartphones
Technology
Camera
Price
Bluetooth
Processor
Accessories
Market Share
Front Facing Camera
Display
Internal Memory
Super Bowl
Nokia
Samsung
LG
Motorola
Sony Ericsson
RIM
Content Discussed
1st Feb – 28th Feb 2011
“Internet” and “operaTng systems” were the most talked about topics for Nokia. Due to their alliance no other brand had so many discussions around “Market Share” like Nokia.
All of your Industry Nokia
0 100 200 300 400 500 600 700 800
Internet
OperaTng System
Devices
Smartphones
Price
Technology
Camera
Bluetooth
Processor
Market Share
Accessories
Display
Internal Memory
Front Facing Camera
Super Bowl
* Excluding Twiner
Analyze the ar8cles and announcements
1st Feb – 28th Feb 2011
The leaked memo from Stephen Elop created the biggest social media impact, even those more news sources wrote about the partnership with MicrosoA.
# Title Total SMI # of copies
1 Nokia’s burning plaporm 82,259 161
2 Nokia and MicrosoA announce plans for a broad strategic partnership to build a new global ecosystem
17,971 220
3 Nokia outlines new strategy, introduces new leadership, operaTonal structure 15,883 119
4 Nokia provides financial targets and forecasts linked to new strategy 4,607 138
5 All-‐in-‐one business smartphone, the Nokia E7, arrives in stores 4172 171
6 Media Alert: Nokia Strategy and Financial Briefing 1,242 120
7 Changes in Nokia CorporaTon's own shares 36 35
8 NoTce of the Annual General MeeTng of Nokia CorporaTon 9 49
Analyze the ar8cles and announcements
1st Feb – 28th Feb 2011
The “burning plaporm” memo and the “Strategy and Financial Briefing” created a high interest by people reading the arTcle. The MS announcement and the new strategy outline created way more interacTon and reacTons.
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Burning Plaporm
Nokia and MicrosoA announce plans for a
broad strategic partnership to build a new
global ecosystem
Nokia outlines new strategy, introduces new leadership, operaTonal structure
Nokia provides financial
targets and forecasts linked
to new strategy'
All-‐in-‐one business
smartphone, the Nokia E7, arrives in stores
Media Alert: Nokia Strategy and Financial Briefing'
Changes in Nokia
CorporaTon's own shares
NoTce of the Annual General MeeTng of
Nokia CorporaTon
Digg/Buzz
Twiner Shares
Facebook Shares
Facebook Likes
Facebook Comments
Comments
it.ly Clicks