A Social Media Report on Mobile Networks in the Philippines

A Social Media Report on the

MOBILE NETWORK INDUSTRY in the Philippines

June 21 – Aug 21, 2013 Author: Robin Leonard

2 Copyright © 2013 AllFamous Inc.

METHODOLOGY We used Radian6 which is an enterprise grade social listening, analyKcs and engagement plaLorm to perform this research. Our approach was to setup several Topic Profiles (keyword structures) around the telecommunicaKons industry within the Philippines. ATer doing a basic scan of all 5 major telecommunicaKons companies including menKon volume and senKment, we focused on

the top 2 and performed a deep dive study to find out what people have been saying about these brands over the last 30 days. We took into account language, price, call quality, recepKon, mobile internet, payment methods, service suspensions and customer services. The senKment is derived automaKcally using Radian6 algorithms, however it is expected there is approximately a 15% margin of error.

Radian6 screenshot of AnalyKcs Dashboard for Mobile Networks

Radian6 screenshot of AnalyKcs Dashboard for Globe vs. Smart


INTRODUCTION Social media empowers the public to have their say on brands they buy from, or have an experience with. Using Radian6 we scanned over 10,000 social menKons for the top telecommunicaKons companies in the Philippines, over the last 30 days.

FINDINGS Globe had the greatest share of voice (48.9%) across all mobile networks, second was Smart (30.1%) and third was Sun (8.7%). The most posiKvely talked about brand was Smart (13.8% posiKve menKons), then Sun (12.6%), then TM (11.7%). PLDT was the most negaKvely talked about brand (10.1% of all menKons were negaKve), Globe was second (9.2%) then TM (4.8%). Globe had three noKceable spikes in menKon volume. These were caused by: •  Globe provided free internet at an Ironman event (4 Aug) •  3G outage (9 Aug) •  Globe announced hicng a new subscriber record (9 Aug) •  Globe has beder mobile internet coverage than compeKtors during storm (19 Aug) •  Globe provide free mobile hotspots for flood evacuee vicKms (19 Aug)

Smart had three noKceable spikes in menKon volume. These were caused by: •  Smart released Prepaid LTE SIMs (15 Aug) •  Smart provided free Tweets during Tropical Storm (19 Aug) •  Smart provided free call and SMS staKons for flood vicKms (20 Aug)

Smart had a higher raKo of people talking about service suspension or running out of load. Twice as many people menKoned that Smart was more affordable, or cheaper than Globe. Smart had double the raKo of posiKve menKons relaKng to mobile recepKon than Globe. Globe had the highest volume of negaKve menKons relaKng to service. However, Globe had only a third of menKons regarding dropped calls than Smart, indicaKng that generally Smart's recepKon is beder, but there are three Kmes more instances of dropped calls than on Globe. Almost a third more people talked posiKvely about Smart's mobile internet speed and service than Globe. Both shared a similar raKo of negaKve menKons relaKng to mobile internet. Overall the Mobile Network industry is highly compe::ve on social media as the major players offer customer service on Facebook and Twi?er. It is clear that share of voice is drama:cally impacted by offline events and news.

Most Talked About Mobile Networks in the Philippines

Most Posi:vely Talked About Networks

Most Nega:vely Talked About Networks

Mobile Network Men:ons Share of Voice Sen:ment

2,789

48.9%

10.1% (+ve) 9.2% (-‐ve)

1,748

30.1%

13.8% (+ve) 4.5% (-‐ve)


FOCUS STUDY OF THE TOP 2 NETWORKS Because there were a lot of results, the remainder of this report will focus on the top 2 networks, based on menKon volume. This is Globe (2,789) and Smart (1,748).

Marriot

Intercon:nental

WHERE ARE THE CONVERSATIONS? Facebook was the most commonly used plaLorm (31%) for discussing mobile networks in the Philippines. This number is expected to be significantly higher because of user privacy. Twider came in a close second with 29.9% of mobile network traffic happening there. Blogging was also a very popular channel with 22.5% of all menKons.

Globe 49% Smart

31%

Other 20%

LANGUAGE People mostly spoke about Smart in English (11% more than Globe). Almost one out of five people speaking about Globe online did so in Tagalog.

Mobile Network English Tagalog Interna:onal

91%

7.5%

1.5%

80%

18%

1.9%

One out of five people speaking about Globe

online, did so in Tagalog. “ ”


30 DAY MENTION TREND The most

SPIKE 1 (4 Aug) On 4th August 2013, Globe supported IronmanPH by providing free internet at the venue. This caused a spike of posiKve menKons as Ironman parKcipants and spectators thanked Globe using the hashtag #GlobePowersIronManPH

Spike 1

Spike 2 Spike 3

SPIKE 2 (9 Aug) On 9th August 2013, Globe experienced a spike in menKons mainly due to their announcement that they have reached a record number of subscribers. There was also a 3G outage on the same day that caused a number of complaints.

SPIKE 3 (19 Aug) On 19th August 2013 there was a spike in menKons for various reasons. The main one being service issues due to the weather, however Globe received a lot of posiKve menKons because their 3G worked beder than other networks, plus free calls/SMS were provided to evacuees in Marikina.


30 DAY MENTION TREND The most

SPIKE 1 (15 Aug) On 15th August 2013 Smart received a spike in posiKve menKons, due to their launch of the Smart LTE Prepaid SIM.

SPIKE 2 (19 Aug) On 19th August 2013, during the Tropical Storm #MaringPH, Smart offered free tweets to all of its customers so they can stay in touch during the storm.

Spike 3

Spike 2

Spike 1

SPIKE 3 (20 Aug) On 20th August 2013, received a posiKve menKon spike because they setup free call and SMS staKons in evacuaKon centers for flood vicKms.


CONSUMER PRICE PERCEPTION Both brands received a similar raKo of customers saying they are expensive, however there was a significantly higher raKo of people that consider Smart to be cheaper or more affordable (21% of all menKons), compared to Globe (10%)

SUSPENDED SERVICE Smart customers had a higher raKo of menKons (4.2%) related to service suspension or running out of prepaid load, followed by Globe with 3.6% of all menKons.

There was a significantly higher ra=o of people that consider Smart to be more affordable than Globe “ ”

Smart customers had a higher ra=o of men=ons related to service

suspension or running out of load. “ ”

MOST POSITIVE CUSTOMER SERVICE Out of all the menKons of customer service on social media, Smart received the highest raKo of menKons with posiKve senKment (17%) compared with Globe who only received posiKve menKons for 10% of service related posts. Both brands were equal with negaKve service related menKons (18%).

Smart received the highest ra=o of posi=ve men=ons rela=ng to their

customer service “ ” Sofitel

Peninsula

Shang

Mobile Network Expensive Affordable

5.2%

21.0%

4.5%

9.8%


BEST MOBILE RECEPTION Smart had the highest raKo of menKons (23.9%) relaKng to coverage with posiKve senKment. This is mostly due to how Smart had beder internet and coverage during the recent Tropical Storm. Globe had the highest raKo of negaKve menKons relaKng to coverage (16.5%)

LEAST DROPPED CALLS Although people speak more posiKvely about Smart’s coverage (as above), they also talk about Smart’s dropped calls almost 3 Kmes as much as Globe. Globe had the lowest raKo of dropped call related menKons.

BEST MOBILE INTERNET SERVICE Smart had the highest raKo of posiKve menKons (16.9%) relaKng to mobile internet service and speed, compared to Globe (10.4%). Both had a similar raKo of negaKve menKons.

Smart had the highest ra=o of posi=ve men=ons

rela=ng to coverage “ ”

Globe had the lowest ra=o of dropped call related men=ons “ ”

Smart had the highest ra=o of posi=ve men=ons rela=ng to

mobile internet service and speed “ ”

Mobile Network Posi:ve Nega:ve

23.9%

11.9%

13.2%

16.5%

Mobile Network Posi:ve Nega:ve

16.9%

18.3%

10.4%

18.7%

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Date post:	10-May-2015
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A Social Media Report on Mobile Networks in the Philippines

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