Transcript
Profiling social conversations at Mobile World Congress 2016
Ged Carrollrenaissancechambara.jp
In this presentation• Background /
Methodology• Goals• Relative authority• Geographic identity• Geographic distribution
• Low authority quartile: by country• High authority quartile• What does it mean?• What’s next?
Background / Methodology• Mobile World Congress is
a culture-neutral event of global significance which makes it of interest to study• Looking at the audience
allows a benchmark to be set when looking at mobile device brand social mentions later on
• Focus on Twitter – most accessible data source• 4,006 mentions found on
night of Sunday February 21, 2015• Sorted by proprietary tool
‘authority’ algorithm (0-10). Factors considered• Following• Propagation• Influence of audience
Relative authority v. mentions of sample
0 1 2 3 4 5 6 7 8 9 100
5
10
15
20
25
% distribution of mentions
% distribution of mentions
Geographic identity%
Self identify location Don't disclose location
% mentions by country (geographic distribution)
UAE Argentina Austria Australia Finland Bangladesh Belgium Bulgaria Bahrain Bolivia Brazil Belarus Canada Switzerland Ivory Coast Chile
Cameroon China Columbia Costa Rica Cuba Czech Republic Germany Denmark Dominican Republic Algeria Ecuador Estonia Egypt Spain France UK
Georgia Ghana Guadalupe Greece Guatemala Hong Kong Honduras Haiti Hungary Indonesia Ireland Israel India Iraq Iran Italy
Jamaica Jordan Japan Kenya St Kitts South Korea Kuwait Kazakstan Lebanon St Lucia Luxembourg Morocco Montenegro Madagascar Mongolia Martinique
Malta Maldives Mexico Malaysia Mozambique Nigeria Holland Norway Nepal Oman Panama Peru Phillippines Pakistan Poland Puerto Rico
Portugal Qatar South Africa Yemen Vietnam Venezuela Uruguay US Ukraine Uganda Taiwan Trinidad Turkey Tunisia Thailand Senegal
El Salvador Slovakia Singapore Sweden Saudi Arabia Russia Serbia Romania
Lower quartile (least authorative 25% of mentions)
% Mentions by country (lowest 25% of influence)
UAE Argentina Austria Australia Bangladesh Belgium Brazil Canada Switzerland Chile Columbia Costa Rica
Czech Republic Germany Estonia Egypt Spain Finland France UK Greece Honduras Indonesia Ireland
Israel India Iraq Iran Italy Jamaica Japan Kenya St Kitts Korea lebanon St Lucia
Morocco Montanegro Madagascar Martinique Malta Maritius Maldives Mexico Malaysia Nigeria Holland Norway
Nepal Panama Peru Phillippines Pakistan Poland Puerto Rico Portugal Romania Serbia Russia Saudi Arabia
Sweden Singapore Slovakia El Salvador Thailand Turkey Trinidad Taiwan Ukraine US Uraguay Venezuela
Vietnam Yemen South Africa
Top 10 markets by mentions
US Spain India Indonesia France UK Germany Venezuela Italy Mexico
-60
-40
-20
0
20
40
60
80
100
120
% difference from overall mentions for lower quartile mentions (less is better)
% difference
What does it mean?• The UK, France, Germany
and Spain have disproportionately higher levels of low mentions • Social discussions from
these countries are likely to be less effective at driving buzz and engagement (excepting the UK)
• India’s disproportionately low score is interesting• Historically India has been
seen as a source of low authority and spam content for SEO, but these factors don’t seem to have affected the posts
Upper quartile (most authorative 25% of mentions)
% Mentions by country (highest 25% of influence)
UAE Argentina Australia Bangladesh Bolvia BrazilBelarus Canada Switzerland Chile China ColumbiaCzech Republic Germany Dominican Republic Ecuador Egypt SpainFrance Finland UK Hong Kong Indonesia IsraelIndia Italy Jordan Japan Kenya South KoreaKuwait Kazakstan Oman Peru Nigeria MalaysiaMexico Panama Saudi Arabia Thailand Turkey PakistanPortugal Puerto Rico Romania Russia Singapore PolandSouth Africa Venezuela US Taiwan Ukraine
Top 10 markets by mentions
US Spain India Indonesia France UK Germany Venezuela Italy Mexico
-100
-80
-60
-40
-20
0
20
40
60
% difference from overall mentions for upper quartile mentions (more is better)
% difference
What does it all mean?What becomes apparent from the data is that influence across countries is massively disparateNumber of mentions should only be the start of country teams evaluating local mentions
The UK, Italy and US seem to make the most sense for MWC related influence programmes based on their relative influence in comparison to other countries.
About meAmazon author page: amzn.to/1SeO5IlLinkedIn page: linkedin.com/in/gedcarrollAbout: renaissancechambara.jp/aboutBlog: renaissancechambara.jpEmail address found here: scr.im/renaissanceTwitter account: @r_cSina Weibo: renaissancechambara
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