DATA THAT YOU CAN’T FIND IN ANALYTICS
SOCIAL MEDIA MONITORING BY REPLISE
WITH A SAMSUNG vs. APPLE CASE-STUDY
SUPERWEEK 2013
INTRODUCTION
• Social Media Monitoring (SMM)
• Replise’s way of social media monitoring
• Samsung and social media
• The Apple vs. Samsung patent trial in Hungarian social media
SOCIAL MEDIA MONITORING
Social media is the mixture of channels (social networks, forums, blogs, Twitter, video sharing sites) and the user activity based on user generated content that is created and shared outside the traditional media channels.
It can be measured and brands can have an influence on their social media presence – not only on their owned channels.
HOW TO TRACK SOCIAL MEDIA?
WEB ANALYTICAL TOOLS
AD TRACKING SMM TOOLS
A good social media monitoring tool • gives you data that covers the language/country well• understands your language• is dynamic• is quick• is able to run complex queries• has near real-time results• can filter out irrelevant mentions• can give you historical data, too
SOLUTIONS IN SOCIAL MEDIA MONITORING
FREE TOOLSe.g. 48ers, SocialMention (using Open APIs)
LOCAL TOOLSe.g. Replise, Buzzboot
TOOLS WITH OWN ENGINESe.g. Replise, Radian6
PLATFORM-SPECIFIC TOOLSe.g. SoTrender, Wildfire, Analytics PRO
MONITORING TOOLSe.g. Social Pointer, Monitter
PAID TOOLSe.g. Replise, Brandwatch, etc.
INTERNATIONAL TOOLSe.g. Radian6, Sysomos
AGGREGATORSe.g. Brand24, Social Mention (using Open APIs)
ANALYZER TOOLS e.g. Replise, Alterian
MULTI-CHANNEL TOOLSe.g. Replise, Gridmaster
PROBLEMS TO SOLVE• Understanding the user generated content (slang, typos, etc.)
• Defining what is relevant: reducing noise, language identification
• Sources to involve
• Big data problems
• Storage
• Being near real-time
• Dynamic software
• Following platform changes
• Pioneering
• Educating the market
WHAT CAN WE GIVE TO OUR CUSTOMERS?MARKETING:
• Strategic planning
• Campaign planning
• Campaign tracking
• Campaign evaluation
• Getting insights
• Creating trend reports
• Analyzing competitors and benchmarks
• Identifying opinion leaders and influencers
• Focus group recruitment and product testing
PR: • Reputation management
• Crisis alerts and reports
• Setting up social press lists
• Online press monitoring
• Popularity indices
• Impact metrics
HR:• Employer reputation
• Search for specialists
• Social headhunting
SALES AND CUSTOMER SERVICE:• Complaint management
• Consumer issues
• Direct sales and lead management
• Loyalty programs
REPLISE TECHNOLOGYLocal focus: We can handle not only general keywords but also synonyms, inflected forms, misspelled words unlike great international providers’ tools. Right now we have three local tools: Hungarian, Polish and German.
World class technology: We do not collect data via APIs as other vendors but develop own search engines and collect data from the past, too. (“We reindex and store the internet.”) Data can be visualized in the software in a dynamic way, you don’t need other special analytical tools. If you want to add our graphs to presentations, you can easily export them.
Broadest coverage: Compared to international vendors’ tools we have much more relevant results. Millions of results arrive a day, most of them near real-time.
Clear database: There is a constant pursuit and development on keeping our results clear and relevant.
Historical data: For any request we can give data from the past, too (back to mid-2010).
SAMSUNG’S MARKETING SPENDINGS
Samsung spends considerably more than Apple and Microsoft.They spend more than Coca Cola.
Source: http://www.asymco.com/2012/11/29/the-cost-of-selling-galaxies/
SAMSUNG’S EFFORTS IN SOCIAL SPACE
Social media is extremely important for Samsung.
Samsung uses social media monitoring data on each market where they are present. The company is one of our most significant clients.We send them daily reports with processed data: tagging and sentiment analysis is required, it is done via manual processing.Our data are sent to their HQ for further analysis.Samsung has plans to open a new social networking service in 2013:
»Samsung is planning its own Facebook-like service to debut early next year. The Korea Times cites a Samsung official who says the company hopes to launch its social networking service to compete with Facebook, available on a variety of internet-enabled devices — including cameras, televisions and Blu-ray players. The publication says Samsung's internal name for its project is "Samsung Facebook."Samsung's social network is believed to built on top of Amazon's cloud computing platform, and a company official confirmed to The Korea Times that the new service "will become available in the first quarter of next year at the earliest," adding that the goal is to expand Samsung's "social media service across different devices from different companies across different mobile platforms."«
SAMSUNG vs. APPLE
Samsung's New Anti-iPhone 5 Ad Is The Fastest-Growing Viral Tech Videohttp://www.businessinsider.com/samsung-most-viral-brand-in-video-ads-2012-9#ixzz2IliFQSmG
The link of the video: http://youtu.be/nf5-Prx19ZM
IPHONE UNIVERSE vs. SAMSUNG GALAXY
Galaxy is the leading smartphone in the US
In December 2012 more LG cellphones were sold than iPhones (it is not clear if LG data covers only Optimus series or Google’s Nexus mobiles, too)
Apple
- ‘It just works’ is not a valid slogan today- is not so sexy anymore: - competitors caught up them- failures (e.g. Maps)- lack of real innovation (iPhone 5, iPad Mini)- “arrogance”- lack of Steve Jobs
rest25%
Motorola8%
HTC9%
Apple12%
LG13%
Samsung33%
Source: http://thenextweb.com/mobile/2013/01/21/lg-snatches-second-place-from-apple-in-us-handset-market-following-december-sales-report/
Samsung
- copying strategy - have more product launches than Apple
- they are the biggest supplier of Apple- more Galaxy sales than iPhone: became market leader
- customers are satisfied with their products- in design there is still a lot to learn
THE PATENT TRIAL
August 24, 2012: verdict: “Samsung had willfully infringed on Apple's design and utility patents
and had also diluted Apple's trade dresses related to the iPhone. The jury awarded Apple $1.049 billion in damages and Samsung zero
damages in its counter suit.”
2011 APR
15
2011 APR
22
2012 JUL30
2012 AUG
24
April 22, 2011: Samsung turns to court
April 15, 2011: Apple turns to court
July 30, 2012: The jury trial starts
HOW TO IDENTIFY THE ISSUE?
Keyword group 1: apple; samsung; szifon; samu
Keyword group 2: penalty; jury; lawsuit; patent; illegitimate; verdict; victory; lose; win;
patent rights; restitution; stole; license
some sources on the issue added
SOURCE ANALYSIS OF THE TRIAL MENTIONS
July 31 - August 31 2012
SOURCE ANALYSIS OF THE TRIAL MENTIONS
Identifying top channels (sources) in Hungarian blogosphere.
SOURCE ANALYSIS OF THE TRIAL MENTIONS
News shares on Twitter
SOURCE ANALYSIS OF THE TRIAL MENTIONS
Top forum topics on the trial
LINGUISTIC CONTEXT OF THE TRIAL MENTIONS
Word cloud: the most often used words in the online content focusing on the trial
July 31 - August 31 2012
TYPE OF MENTIONS
July 31 - August 31 2012
News: Articles on the trial on news portals
News shares: Only sharing articles without personal comment
Consumer opinions: Emphasizing an opinion on the trial
SENTIMENT OF BRANDS BEFORE THE VERDICT
July 31 - August 24 2012
IN NEWS
SENTIMENT OF BRANDS AFTER THE VERDICT
August 25 - August 31 2012
IN NEWS
COMPARISON OF SENTIMENTS OF BRANDS
July 31 - August 31 2012
Before the verdict
After the verdict
0% 25% 50% 75% 100%
9%
26%
13%
23%
46%
34%
32%
17%
Apple + Samsung - Samsung + Apple -
IN NEWS
CONSUMER OPINIONS
SENTIMENT OF BRANDS BEFORE THE VERDICT
July 31 - August 24 2012
CONSUMER OPINIONS
SENTIMENT OF BRANDS AFTER THE VERDICT
August 25 - August 31 2012
CONSUMER OPINIONS
COMPARISON OF SENTIMENTS OF BRANDS
July 31 - August 31 2012
Before the verdict
After the verdict
0% 25% 50% 75% 100%
43%
40%
15%
24%
26%
17%
16%
19%
Apple + Samsung - Samsung + Apple -
CONSUMER OPINIONS
COMPARISON OF SENTIMENTS OF BRANDS
July 31 - August 31 2012
Before the verdict - in NEWS
Before the verdict - CONSUMER OPINIONS
After the verdict - in NEWS
After the verdict - CONSUMER OPINIONS
0% 25% 50% 75% 100%
43%
9%
40%
26%
15%
13%
24%
23%
26%
46%
17%
34%
16%
32%
19%
17%
Apple + Samsung - Samsung + Apple -
SUMMARY
Although Apple has won the trial in legal terms and got more than 1 billion $ compensation, consumer opinions reflect a slightly
more negative attitude towards the brand after the verdict.