HTC

Introduction Recently HTC has struggled with some financial problems. Its first quarter earnings has been the lowest

in company's history and further months has not brought satisfactory results despite a wide appeal of

flagship smartphone HTC One. Also decreasing market shares, salary cuts and staff departures did not

help the company’s outlook. Therefore, the HTC does not bum around lately.

In August they released $12 Million Campaign with Robert Downey Jr. who expands in the ad the

abbreviation of HTC. Moreover, on 19th of August they launched HTC One Mini – smaller version for

those who find the original One too bulky. Has this activity been effective? This report presents how

social media users have reacted lately to the new campaign.

HTC

Analysis introduction This report is based on the analysis of

data from Internet monitoring and

includes 28697 mentions concerning

brand HTC. Results were gathered

between 23rd and 27th of August

2013 from over 500 domains and

subdomains. The most popular source

of mentions was Twitter, which

generated 21862 comments (76,1%).

HTC

Contents’ categories Almost one third of comments incude

review and informations about diffrent

HTC devices. Opinions about the brand

make up 14% of all mentions. In 7%

results users juxtaposed HTC with other

smarphones and most popular were

Iphone and Samsung Galaxy S4. In

those comparisons HTC devices went

well – about 80% users prefer them to

other brands’ phones.

Review

24%

Opinions about HTC

14%

Buying a

smarphone

10%

Comparison between

HTC and other

smartphones

7%

Accessories

6%

Tips & advice

6%

Selling a smartphone

5%

New commercial

4%

Others

24%

HTC

Sentiment of opinions The graph below presents sentiment of opinions divided into contents’ categories. Positive

mentions make up 87% all opinions. The biggest number of negative opinions in relation to

positive ones concern a new commercial, wchich did not appeal to every viewer.

0% 10% 20% 30% 40% 50% 60%

Brand HTC and its devices

New commercial

Purchasing HTC smartphone

Comparison to other phones

Accessories

Others

Positive

Negative

HTC

Buying HTC smarphone About 5% users declared their desire to have a

new smatrphone by HTC or willingness to buy one.

They are classified in three grous: those who just

want to have one (14%), those who claim they will

buy one (63%) and those who hesitate between

HTC and other smartphones to purchase (24%).

Want to have

13%

Definitely buy

63%

Hesitate which

smartphone

choose

24%

HTC

What does HTC stand for?

In the new HTC commercial Robert Downey Jr.explains what does the abbreviation HTC means. The

ad was very appealing to the Intentet uses who also shared with their ideas what HTC stands for.

Here are some examples:

„High Tech Computers” „Hyperbolic Time Chamber”

„Horrendous Television Commercial” „Harold The Cow”

„Harold TheCow Byers” „Hipster Telephone Company”

„Hairy Talking Crocodiles” „Happy Troll Crab”

Sample mentions

HTC

positive

HTC

positive

HTC

positive

HTC

negative

HTC

An Overview of the Analysis Tool

About

Brand24. Brand24 is a powerful, yet affordable tool

for real-time social media monitoring and

analytics. Designed to keep track of

online conversations about your brand

and products. Brand24 collects real-time

social data from millions of sources.

Our web-based dashboard provides

actionable customer insights, email

alerts, influencer analysis, automated &

customized PDF reports, infographics

and many more. Brand24 allows you to

measure key metrics around buzz and

sentiment.

Awards & Achievements

Brand24 Social Media Monitoring

Natalia Chrzanowska natalia.chrzanowska@brand24.net

Mike Sadowski mike@brand24.net

Twitter@SocialMemos

wwww.brand24.net

facebook.com/brand24

twitter.com/brand24app

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