Sample report nokia

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.

2

0

2.000

4.000

6.000

8.000

10.000

12.000

14.000

16.000

18.000

20.000 2/02/2015

3/02/2015

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27/02/2015

28/02/2015

1/03/2015

Nokia

Samsung

LG

Motorola

Sony Ericsson

RIM

Nokia announces MicrosoA partnership for Windows Phone 7 OS

Stephen Elop leaked memo

Share of voice


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


Share within Top 100 Media


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


Influencers Analy8cs by Source

7

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


Sen8ment Analysis

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Nokia menTons are mostly neutral to posiTve accounTng for 93.4% of all menTons.


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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.

-‐200

-‐100

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1/03/2015

NegaTve senTment largely due to Stephen Elop’s leaked memo.

Stephen Elop’s memo leaked.

Formal annoucement of Nokia-‐MicrosoA partnership.


Nokia – Media Analysis

10

Nokia and Samsung has created a big number of discussions on Twiner and Blogs because of their announcements.

0

20000

40000

60000

80000

100000

120000

Nokia Samsung LG Motorola Sony Ericsson RIM

Facebook

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


“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


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


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

Sample report nokia

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