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.

THANKS FOR YOUR ATTENTION.

FURTHER INFORMATION:

HTTP://REPLISE.COMJANOS.PALINKAS@REPLISE.COM