Samsung Galaxy S3 Social Intelligence

Samsung Galaxy S3 Social Intelligence

September 27, 2012

Disclaimer: This study is provided to the public as a showcase of NetBase Social Intelligence and was not requested, commissioned, nor endorsed by any of the companies mentioned.

| Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.2

Overview

This study analyzes consumer perception of Samsung Galaxy S3

Source data:

Social Media - content generated by consumers (twitter, Facebook, blogs, etc.)One year of history, updated with high frequency, cleansed for spamRepresentative sampling employed when necessary (95% confidence level)

Methodology:

Social Web 360°Analysis – In-depth look into the market through the following lenses:

Lens Example

Product Samsung Galaxy S3

Category Smart Phones, Mobile Phones

Competition iPhone, Nokia Lumia, HTC One etc

Brand Samsung

Attributes Cost, Quality, Battery life etc

Consumer @_sg3


360°View of Samsung Galaxy S3 on the Social Web

Social Web 360°


Galaxy S3 Sentiment Flows Like a Calm River

Insight

Samsung Galaxy S3’s Net Sentiment has held

fairly steady at about 48% over the last 6

months.

A lot of buzz was created online at the time of

its launch in May 2012.

Potential Actions

Measure brand equity using Net Sentiment.

Use Net Sentiment as an early warning

system for future crises.


Samsung Galaxy S3 has the KILLER Looks

Potential Actions

Insight

What people like the most about

Samsung Galaxy S3 is its looks.

People love to watch various videos

trending about Samsung Galaxy S3

on YouTube.

Promote the product aesthetics even

more to appeal the possible buyers.

Use NetBase to track and promote to

the competition’s customers who don’t

like the look of their smart phones.

The S3 looks amazing! first smartphone ive ever really lusted after- hardforum.comThe S3 looks amazing! first smartphone ive ever really lusted after- hardforum.com

They look alike but the S3 looks better .. They[S3] should ban the iPhone for being inferior in Size and in Looks!! http://t.co/zANk6D4c- twitter.com

They look alike but the S3 looks better .. They[S3] should ban the iPhone for being inferior in Size and in Looks!! http://t.co/zANk6D4c- twitter.com


Samsung Galaxy S3 is Too Big & Expensive!!!!

Potential Actions

Insight

People find Samsung Galaxy S3 to be

expensive.

They also find it too big to hold

sometimes.

Promote the value people get by

spending more for a Galaxy S3.

Use NetBase to track and promote to

the competition’s customers who want

bigger smart phones.

@amus2005 Dunno babe, iPhone's are awesome but S3 is good, quicker than iPhone. I like size n style of iPhone tho, S3 is too big I think.- twitter.com

@amus2005 Dunno babe, iPhone's are awesome but S3 is good, quicker than iPhone. I like size n style of iPhone tho, S3 is too big I think.- twitter.com

htc one x is best because its not worth the extra money for features already either seen elsewhere like pop up play or already shown to be unpractical like when siri came out and everybody came to terms that no one would ever use it in real life. plus, the s3 is much more expensive.- phonereview.co.uk

htc one x is best because its not worth the extra money for features already either seen elsewhere like pop up play or already shown to be unpractical like when siri came out and everybody came to terms that no one would ever use it in real life. plus, the s3 is much more expensive.- phonereview.co.uk


low What’s your Preferred Color?

Potential Actions

Insight

Marble White is the most mentioned

color of Galaxy S3 and has the

highest net sentiment too.

People also talk a lot about the

Sapphire Black and Pebble Blue

colored Galaxy S3 phones.

Promote the Marble White Galaxy S3

even more so that people start loving

it.

Research the reasons for lower buzz

created by the Titanium Grey and

Amber Brown colors. So, i just bought a new S3 in Marble White. I love my Pebble Blue but the white sure does look sexy.- forums.overclockers.com.au

So, i just bought a new S3 in Marble White. I love my Pebble Blue but the white sure does look sexy.- forums.overclockers.com.au

I own the Samsung Galaxy S3 (Marble White to be more specific; love the color white.) I actually never encountered one issue with this phone so- reddit.com

I own the Samsung Galaxy S3 (Marble White to be more specific; love the color white.) I actually never encountered one issue with this phone so- reddit.com



Social Web 360°


iPhone Dwarfs Samsung in Smart Phone Category

Potential Actions

Insight

iPhone is the most common phone

brand mentioned along with the terms

smart phone and mobile phone.

Samsung has a very small share which

may be due to its presence in sectors

other than mobile phones.

People tend to associate smart phones

with Twitter and Facebook in a big way

too.

Research why consumers mention

iPhone while thinking of smart phones

and mobile phones.

Galaxy S3 could partner with Twitter &

Facebook to ensure that they are fully

using the S3 platform.

Twitter and Facebook apps could come

pre-loaded in Galaxy S3 or the store

reps could load them at the time of sale.



Social Web 360°


iPhone Creates the Maximum Buzz But...

Potential Actions

Insight

iPhone has the maximum share of

buzz and the highest passion intensity,

but people hate it somewhat.

iPhone 5 alone has created more buzz

than Galaxy S3; but people like Galaxy

S3 more than iPhone 5.

Nokia Lumia range is the most liked of

all the competition.

Track these competitors on NetBase.

Aim to match the buzz created by the

Apple products.

Surface drivers of positive sentiment

towards Nokia Lumia as people seem

to like it.


iPhone Battery Sucks...

Theme Clouds on the right show the

trending attributes for iPhone and

Galaxy S3.

People find the iPhone battery as its

biggest negative and seem really

annoyed by it.

Nothing much negative except for its

high cost have surfaced for the Galaxy

S3.

Potential Actions

Insight

Determine if the Galaxy’s battery life is

a competitive differentiator.

Track these competitor attributes

using NetBase.

Look to exploit the negative buzz

created by iPhone’s battery.

Study why people are finding Galaxy

S3 expensive.

I had 100% battery when I left my house at 10:45. I've been in class for 3 hours and I have 8% left. iPhone batteries are fucked.- hardforum.com

I had 100% battery when I left my house at 10:45. I've been in class for 3 hours and I have 8% left. iPhone batteries are fucked.- hardforum.com

I have charged my phone 3 times today. iPhone battery is soo bad! #worst #too quick- twitter.comI have charged my phone 3 times today. iPhone battery is soo bad! #worst #too quick- twitter.com



Social Web 360°


S3’s Image is Intertwined with iPhone

Potential Actions

Insight

When people talk about Galaxy S3,

about 14% of them simultaneously

talk about iPhone too.

But when people talk about iPhone,

only 0.23% talk about Galaxy S3

simultaneously.

Research how big of an influence the

iPhone carries in the customer’s

decision making while buying an S3.

Research the reasons behind

customers talking about iPhone while

discussing Galaxy S3.

Strengthen customer loyalty and

build brand awareness to decouple

from the iPhone.



Social Web 360°


Brand Positioning ≈ Brand Perception

Potential Actions

Insight

Samsung Galaxy S3 is positioned primarily as a brand that is

“Designed for Humans”.

In line with it’s positioning, consumers do talk most about the

“design” attribute of Samsung Galaxy S3 and like it

somewhat (first graph).

Consumers find iPhone and Lumia better in this aspect

though (second graph).

Research why people find the iPhone design better than

Samsung Galaxy S3’s.

Research why consumers do not love Samsung Galaxy S3

passionately for its “Design” attribute.

iPhone 5 vs. Galaxy S III Quality and Design . The iPhone clearly looks prettier than the S III. It's a work of art while the S III just looks nice.-gottabemobile.com

iPhone 5 vs. Galaxy S III Quality and Design . The iPhone clearly looks prettier than the S III. It's a work of art while the S III just looks nice.-gottabemobile.com


Apps Make a Big Difference

Potential Actions

Insight

Consumers love iPhone for the kind of

applications they can install on it.

Whatever few applications are there on

Lumia too are liked by people too.

Samsung is not liked much for the apps

which may be due to the lack of variety

compared with the iPhone.

Encourage more development of more

apps for the Galaxy S3.

Use NetBase to research the kind of

apps people are looking to install on

their devices.

Research which specific apps of

iPhone are really loved by the users.

Decided on iPhone 5. While S3 is great, I'm tied in with apps and iTunes music really.- twitter.comDecided on iPhone 5. While S3 is great, I'm tied in with apps and iTunes music really.- twitter.com

S3 is scratch resistant. But iPhone has more apps. :|.- twitter.comS3 is scratch resistant. But iPhone has more apps. :|.- twitter.com



Social Web 360°


Where to Find People Talking About Galaxy S3

Insight

Most conversation about Galaxy S3 comes from Twitter,

Developer forums and Facebook.

USA (24%), United Kingdom (16%) and India (12%)

have the highest percentage of people conversing about

Galaxy S3 internationally.

CA has a large proportion of people conversing about

Galaxy S3 in the US.

Potential Actions

Concentrate on building ambassadors on Twitter.

Put more focus on developing Galaxy S3 in the

emerging markets including Australia and Brazil.

Id your promoters in underserved regions and ask them

what local events to sponsor.


Net Sentiment in US: Galaxy S3 Holds the Edge

Insight

Samsung Galaxy S3 has a more

positive net sentiment across the US as

compared to the iPhone.

Samsung Galaxy S3 consumers in AR,

ID and MT have the most positive

sentiment.

iPhone holds the edge in New Mexico

and Utah.

Potential Actions

Research improving net sentiment in

South Dakota where it is the lowest.

Use best practices from AR, ID, MT

and MN where consumer sentiment is

highly positive.

Use NetBase to monitor the

improvements in sentiment based on

various promotional campaigns.

Samsung Galaxy S3 Net Sentiment Across the US

iPhone Net Sentiment Across the US


Samsung Galaxy S3 Top Advocates!

Potential Actions

Insight

Using NetBase, the top Samsung

Galaxy S3 advocates by Klout scores

can be seen (top-right).

Top 3 advocates: Huffington Post

(@huffingtonpost); Danny Sullivan

(@dannysullivan) and Gul Panag

(@GulPanag).

Build partnerships with these

advocates to create more positive

buzz around Samsung Galaxy S3.

Promote special offers for followers of

the top advocates of Galaxy S3.


Insight & Opportunity Summary

Consumers like Samsung Galaxy S3 for its killer looks, but some find its size to be too big

Marble white is the most desirable color for Galaxy S3

iPhone is still the most recognized brand when people think of smart phones and mobile phones

Though iPhone has created the maximum buzz online, Galaxy S3 garners more positive sentiment

Top opportunities:

• Exploit the positive sentiment about Galaxy S3 to create more buzz

• Promote the Galaxy S3 on its better battery life as compared to that of the iPhone

• Get more apps developed for the Galaxy S3

• Find out what’s working so well in AR, ID, and MT

Samsung Galaxy S3 Social Intelligence

Business

Transcript of Samsung Galaxy S3 Social Intelligence