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PRESENTACIÓN JULIO 2014
Special ReportTop 11 Mobile Manufacturers
on Social Media
November 2014
Target
The purpose of this report is to compare the global social media profiles of the 11 most successful Mobile Manufacturers. The report aims to analyse and identify their strategies and actions regarding social media.
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Analysed Mobile Manufacturers
Top 11 Mobile Industry's KPIs - November 2014
Industry Unique
Audience:125,896,290125,896,290
Average # of Posts:
6969
Average Engagement Rate (ER) per
Post:1,4271,427
Industry Unique
Audience:18,776,37618,776,376
Average # of Posts:
829829
Average Engagement Rate (ER) per
Post:4141
Industry Unique
Audience:4,870,1424,870,142
Average # of Posts:
1111
Average Engagement Rate (ER) per
Post:87,79687,796
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Top 11 Mobile Manufacturers - Benchmark:Source Alianzo Analytics
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Facebook is the most important social network for the Mobile Manufacturers Marketers
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● Apple does not have a global profile on Facebook.
AUDIENCE
● This industry brings together more than 125.8 million potential buyers among the top 11 brands. AWESOME! THINK ABOUT MONEY!
● Samsung and Blackberry gather 56% of the audience, marking a big gap with respect to the other leading brands. ● In general, Mobile Brands do not have a duplicated audience of the total unique audience.
CONTENT
● Mobile Brands are very active in generating content on their profiles, with an average of 69 posts/month. TWO PER DAY!
● Sony Xperia stands out as the most active brand 1.7 times higher than the industry average. IT ALMOST DOUBLES THE AVERAGE!
● Facebook content strategy formula: hashtag + phrase + photo/video + link to the website.
ENGAGEMENT
● The average industry engagement is 113,829 interactions per month, meaning the number of interactions the users make per month. GREAT AVERAGE!
● Sony Xperia achieves the best engagement per month (530,263 interactions/month). This engagement is 4.6 times higher than the industry average. IMPRESSIVE!
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● The main countries for the two leading brands (Samsung and Blackberry) are Indonesia and India. The United States and the Philippines also stand out.
● The average fan is an Indian male.● Samsung talks about their products.● Blackberry talks about their products, the posts of their blog and F1.
Indonesia and India are the countries where the main audience is
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Mobile Photos achieve the best engagement results
1. Huawei ( 297,927 interactions)
2. Nokia ( 32,562 interactions)
4. Samsung ( 17,425 interactions)
3. Sony Xperia (32,399 interactions)
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AUDIENCE
The Best Facebok Mobile Manufacturers – November 2014
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ENGAGEMENT
INTERACTIONS /MONTH
INTERACTIONS /
CONTENT
CONTENT
Top 11 Mobile Manufacturers - Benchmark: Source Alianzo Analytics
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Twitter is the social network where Mobile Manufacturers publish more often
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● Apple does not have a global profile on Twitter..
AUDIENCE
● 18,714,355 is the unique audience that Mobile Manufacturers' Industry reaches with the top 11 Mobile Manufacturers. FANTASTIC AUDIENCE!
● Samsung gathers 54% of the audience, achieving more than half of the market.GREAT NEWS FOR SAMSUNG!
CONTENT
● All the brands post everyday an average of 27 tweets per day. THEY ALSO USE IT FOR CUSTOMER SERVICE PURPOSES.
● HTC is the most active brand with 3,803 tweets/month. MORE THAN 125 TWEETS PER DAY!● In general, Mobile Brands talk about new smartphones (using videos and photos) and events. They
also make raffles and retweet positive content about the brand.
ENGAGEMENT
● The most popular brands (Samsung and Blackberry) do not get the best engagement results.● Nokia has the best engagement in spite of not being the one that posts more on Twitter (HTC).
GOOD JOB NOKIA!
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The most published type of content are Photos of Mobiles and Gadgets
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1. Nokia (2,840 interactions)
2. HTC (1,711 interactions) 4. Blackberry
(1,318 interactions)
3. Xperia (1,667 interactions)
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AUDIENCE
The Best Twitter Mobile Manufacturers – November 2014
ENGAGEMENT
INTERACTIONS /MONTH
INTERACTIONS /
CONTENT
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CONTENT
Top 11 Mobile Manufacturers - Benchmark: Source Alianzo Analytics
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Youtube is the most effective online TV tool for Mobile Brands
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● Youtube is the leading social network for media content and due to the importance of TV, it becomes key to the online marketing strategies of the main mobile manufacturers.
AUDIENCE
● The unique audience that the Mobile Manufacturers' Industry reaches with the top 11 Mobile Manufacturers is 4,870,142 unique users.
● Apple is the brand that has the biggest audience with about 46% of the total market (2,237,359 subscribers) of the total unique users. APPLE RULES YOUTUBE!
CONTENT
● The total content generated/month on YouTube is 11 videos.● There are brands like Blackberry that upload almost a video per day. They published 29 videos.
WHAT AN ACTIVE BRAND!● Blackberry video contents are about: technology events and spots.
ENGAGEMENT
● The average engagement content is 1,098,035 interactions per month, twhich means the number of interactions done by users per month. AMAZING!
● Samsung gets 6.3 times higher engagement per month than the industry average.WONDERFUL! SAMSUNG PLEASE TELL US YOUR TRICK!
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The Spots of Smartphones are the most viewed type of videos
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1. Samsung (3,166,352 views) 2. Apple (569,501 views)
3. Sony Xperia (519,192 views) 4. Blackberry (335,634 views)
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AUDIENCE
The Best Youtube Mobile Manufacturers – November 2014
ENGAGEMENT
INTERACTIONS /MONTH
INTERACTIONS /
CONTENT
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CONTENT
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● Facebook is the most important social network for the Mobile Manufacturers' Industry with almost 125.8 million unique users. ● Samsung and Blackberry own the 56% of the total audience but do not have the best engagement.● The average engagement per month is high (113,829 interactions) and brands generate an average of 69 contents/month. ● Facebook content strategy formula: hashtag + phrase + photo/video + link to the website.● Sony Xperia achieves the best engagement, 4.6 times higher than the average.
● Twitter is the social network where mobile manufacturers publish more often. HTC is the most active one with more than 125 tweets/day.
● Having the largest audience (Samsung), does not mean getting the best engagement per month (Nokia).● Mobile Brands talk about new smartphones (using videos and photos) and events. They also use it to make raffles and
retweet positive content about the brand..
● Youtube is the online TV for Mobile Manufacturers' Industry.● Blackberry is the one that uploads more videos (29 videos) and receives more engagement through its contents.● The main content that Mobile Manufacturers publish are spots of smartphones.
Conclusions
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GOOD PRACTICES
Facebook has a great market value regarding social media, so making an effort on this social network is worth it!
In general, brands use customized hashtags that create memories. (e.g., name of smartphones, cross words).
Mobile Manufacturers use raffles to promote their products on social networks.
Youtube is essential to promote their products. Having a customized channel in this social network makes the difference.
Mobile manufacturers use a lot of videos (Youtube) to promote their products. Nokia and Alcatel use short videos of Vine (6 seconds) to do it as well.
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BAD PRACTICES
Some brands do not have a specific profile for customer service.
Not all brands have a profile on Pinterest. This social network is highly recommended for mobile manufacturers to promote their products.
Some Mobile Brands do not manage efficiently the negative comments on them.
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METHODOLOGY
Analysed Period: From 10/28/2014 to 11/28/2014 (1 month)
CriteriaThe analysed profiles have been those which have a global appearance (meaning that they do not refer to a specific country) and their main language is English.
Sources- http://www.fiercewireless.com/europe/special-reports/analyzing-worlds-12-biggest-handset-makers-g1-2013- www.alianzo.com
● 'Alianzo Rank'● 'Alianzo Analytics'
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12 Social Networks all in one tool