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Nokia brand audit report Feb 2011
- 1. Nokia Brand Audit 1st Feb – 28th Feb 2011 We make sense out of media
- 2. Overview in # of Men8ons all Media Types 20.000 18.000 Nokia announces MicrosoA 16.000 partnership for Windows 14.000 Phone 7 OS 12.000 Nokia 10.000 Stephen Elop leaked Samsung 8.000 memo LG 6.000 Motorola 4.000 Sony Ericsson 2.000 RIM 0 2/02/2015 3/02/2015 4/02/2015 5/02/2015 6/02/2015 7/02/2015 8/02/2015 9/02/2015 10/02/2015 11/02/2015 12/02/2015 13/02/2015 14/02/2015 15/02/2015 16/02/2015 17/02/2015 18/02/2015 19/02/2015 20/02/2015 21/02/2015 22/02/2015 23/02/2015 24/02/2015 25/02/2015 26/02/2015 27/02/2015 28/02/2015 1/03/2015 Nokia created the most buzz on the 11th of February when it officially announced its strategic partnership with MicrosoA to adopt Windows Phone as its primary smartphones strategy. 1st Feb – 28th Feb 2011 2
- 3. Share of voice RIM 21.223 By no. of men8ons 7,50% Sony Ericsson 23.102 Nokia 8,16% 91.600 32,36% Nokia Samsung LG Motorola Motorola Sony Ericsson 47.905 16,92% RIM LG Samsung 35.900 63.378 12,68% 22,39% Nokia has a considerable share of voice over its compeTtors, largely boosted by the partnership announcement, accounTng for nearly one-‐third of all menTons. 1st Feb – 28th Feb 2011 3
- 4. Share of voice By Reach By EMV Sony Ericsson RIM RIM 228.924.282 446.536.421 Nokia $4.156.860,81 Nokia 7% 13% Sony Ericsson 14% $5.311.414,42 715.445.955 $2.139.108,53 17% 21% 7% Samsung Motorola Samsung Motorola $7.548.887,31 807.725.126 803.755.918 $7.483.431,95 25% 23% 23% 24% LG LG $4.110.323,09 441.644.887 13% 13% Despite this higher number of menTons, Nokia’s Reach and EMV is similar to that of Motorola and Samsung as they managed to be menToned by top news publicaTons. Report – ate r ange Calibri 12 1st Feb d 28th Feb 2011 4
- 5. Share within Top 100 Media Nokia 32.36% share of voice forbes.com guardian.co.uk bloomberg.com telegraph.co.uk Tme.com A.com derbund.ch elmundo.es Nokia bazonline.ch Samsung irishTmes.com LG tagesanzeiger.ch chinadaily.com.cn Motorola huffingtonpost.com Sony Ericsson news.bbc.co.uk RIM faz.net impreso.milenio.com abc.es hosted.ap.org tsr.ch dailymail.co.uk 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Nokia share of voice in the the Top 100 Media list does not deviate much from the overall share of voice. Nokia has 48.64% and 45.95% share of voice in the “ The Guardian” and “China Daily”. * The top 100 Media list is a pre-‐defined media list Fisheye AnalyTcs believes to 1st Feb – 28th Feb 2011 be important in a business secng.
- 6. Influencers Analy8cs by Source News Sources No. of Ar8cles SMI Clicks JShares Jcomments JLikes retweets buzzShares postComments Wall Street Journal 368 380541 138367 49846 47998 36525 96954 12757 2051 News OK 88 275616 178501 7464 3970 7289 77798 3060 4729 IT News 712 267575 162124 15006 11943 11370 76360 8644 11936 Brandchannel 116 171060 96508 6130 2529 3981 66300 1187 1702 MacRumors 55 170063 147067 3304 2928 968 14048 1748 0 Blog Sources No. of Ar8cles SMI Clicks JShares Jcomments JLikes retweets buzzShares postComments Engadget 316 790623 524934 30867 35690 24716 140007 46877 122101 Mashable 218 721479 415190 25702 10858 17038 265660 3790 1934 TechCrunch 130 439420 312938 9649 7401 13911 106536 6833 11789 ComputerCoderGuy's Blog 4 371836 32 0 0 0 371638 166 0 Lifehacker 22 235795 9228 31244 8517 9241 174303 3262 1135 The “Wall Street Journal” and “Engadget” were the greatest influencers by social media acTvity for Nokia and its compeTtors. 1st Feb – 28th Feb 2011 6
- 7. Influencers Analy8cs by Source News Authors No. of Ar8cles SMI Clicks JShares Jcomments JLikes retweets buzzShares postComments Reno Weka 3 62 31 0 0 0 31 0 0 Defanie ArianT 1 48 5 9 7 2 25 0 0 Tri Wahono 1 47 13 7 2 4 21 0 0 Fajar Widiantoro 2 35 5 0 0 0 30 0 0 Dan Warne 1 32 23 0 0 0 8 1 0 Blog Authors No. of Ar8cles SMI Clicks JShares Jcomments JLikes retweets buzzShares postComments MG Siegler 26 124322 105602 1900 1313 2818 25034 1893 3745 Stan Schroeder 41 119402 73273 3329 2196 3731 39934 939 215 Rosa Golijan 1 105030 3 0 0 0 105012 15 0 Kyle VanHemert 1 88968 8 0 0 0 88881 79 0 Jason Chen 1 88922 11 0 0 0 88881 30 0 The following Blog and News authors authors wrote about Nokia during the last month and created with their posts substanTal reacTons in the social media networks. 1st Feb – 28th Feb 2011 7
- 8. Sen8ment Analysis 100 90 80 No of menTons (in ‘000s) 70 60 PosiTve 50 Neutral 40 NegaTve 30 20 10 0 Nokia Samsung LG Motorola Sony ericsson RIM Nokia menTons are mostly neutral to posiTve accounTng for 93.4% of all menTons. 1st Feb – 28th Feb 2011 8
- 9. Nokia -‐ Net Sen8ment Score 800 NegaTve senTment largely due to Stephen Formal annoucement of 700 Stephen Elop’s Elop’s leaked memo. Nokia-‐MicrosoA 600 memo leaked. partnership. 500 400 300 200 100 0 2/02/2015 3/02/2015 4/02/2015 5/02/2015 6/02/2015 7/02/2015 8/02/2015 9/02/2015 10/02/2015 11/02/2015 12/02/2015 13/02/2015 14/02/2015 15/02/2015 16/02/2015 17/02/2015 18/02/2015 19/02/2015 20/02/2015 21/02/2015 22/02/2015 23/02/2015 24/02/2015 25/02/2015 26/02/2015 27/02/2015 28/02/2015 1/03/2015 -‐100 -‐200 The net senTment from the Tme Stephen Elop’s memo was leaked conTnued to drop to the negaTve zone unTl posiTve news of the strategic partnership was announced which saw a large jump into the posiTve. 1st Feb – 28th Feb 2011 9
- 10. Nokia – Media Analysis 120000 100000 Facebook 80000 N News Blogs 60000 Twiner 40000 Images 20000 Videos 0 Nokia Samsung LG Motorola Sony Ericsson RIM Nokia and Samsung has created a big number of discussions on Twiner and Blogs because of their announcements. 10
- 11. Content Discussed All of your Industry Nokia Super Bowl Super Bowl Internal Memory Front Facing Camera Display Internal Memory Front Facing Camera Display Market Share Accessories Accessories Nokia Market Share Processor Samsung Processor Bluetooth LG Bluetooth Price Motorola Camera Camera Sony Ericsson Technology Technology RIM Price Smartphones Smartphones Internet Devices OperaTng System OperaTng System Devices Internet 0% 20% 40% 60% 80% 100% 0 100 200 300 400 500 600 700 800 “Internet” and “operaTng systems” were the most talked about topics for Nokia. Due to their alliance no other brand had so many discussions around “Market Share” like Nokia. 1st Feb – 28th Feb 2011 * Excluding Twiner
- 12. Analyze the ar8cles and announcements # Title Total SMI # of copies 1 Nokia’s burning plaporm 82,259 161 2 Nokia and MicrosoA announce plans for a broad strategic partnership to build a new 17,971 220 global ecosystem 3 Nokia outlines new strategy, introduces new leadership, operaTonal structure 15,883 119 4 Nokia provides financial targets and forecasts linked to new strategy 4,607 138 5 All-‐in-‐one business smartphone, the Nokia E7, arrives in stores 4172 171 6 Media Alert: Nokia Strategy and Financial Briefing 1,242 120 7 Changes in Nokia CorporaTon's own shares 36 35 8 NoTce of the Annual General MeeTng of Nokia CorporaTon 9 49 The leaked memo from Stephen Elop created the biggest social media impact, even those more news sources wrote about the partnership with MicrosoA. 1st Feb – 28th Feb 2011
- 13. Analyze the ar8cles and announcements 100% 90% 80% 70% Digg/Buzz 60% 50% Twiner Shares 40% 30% Facebook Shares 20% 10% 0% Facebook Likes Burning Nokia and Nokia outlines Nokia provides All-‐in-‐one Media Alert: Changes in NoTce of the Facebook Plaporm MicrosoA new strategy, financial business Nokia Strategy Nokia Annual General Comments announce introduces new targets and smartphone, and Financial CorporaTon's MeeTng of plans for a leadership, forecasts linked the Nokia E7, Briefing' own shares Nokia Comments broad strategic operaTonal to new arrives in CorporaTon partnership to structure strategy' stores it.ly Clicks build a new global ecosystem The “burning plaporm” memo and the “Strategy and Financial Briefing” created a high interest by people reading the arTcle. The MS announcement and the new strategy outline created way more interacTon and reacTons. 1st Feb – 28th Feb 2011