Social Media Analytics – Technology Sector (Part I)

Key Conversation Topics - Technology Social Media Analytics

Competition is heating among leading notebook players: Using social media customer perceptions to improve technology brands. Exclusive analysis done by Fusion Analytics World team

Technology platforms such as social media are of immense importance to organizations primarily in the technology sector. In certain instances, this harmony even extends into the products. Research has shown that over two-third of B2B and majority of IT decision makers are utilizing social media to learn as well as authenticate information with regards to their B2B purchases. One such firm has observed a jump of over 120% in order through social networks. Being social, companies also being able to precisely monitor the value of socially engaged fans.

Technology firms are increasingly discovering that customers expect information along with support from businesses on social media. Thus, it makes sense for customer-service professionals to start engaging with customers rather than marketing professionals interacting from a customer-service perspective. Currently, some of the technology firms have observed over half of their inbound customer-service traffic is in the form of social media or email, unlike few years back, when it mostly constituted of letters and phone calls. It is a revolutionary change to empower customers with the ability to use their preferred medium.

Let us understand what innovative marketing strategies are adopted these days by leading players to help them differentiate from the rest of the pack. Nokia has figured out an inventive way to involve its non-marketing staff through a social media visualization tool which is of six-screen display size spread across a few locations across their global offices. The tool aids in understanding how the company’s products are actually being received by customers, either ways. To check out such effectiveness of newer marketing strategies adopted across top laptop manufacturers, we have tried to dig deeper into the social media space to get a reality check done.

The competition between computing giants is heating up with close competition between laptop manufacturers Asus, Dell and Lenovo. As Lenovo and Toshiba gears up to surge ahead in its quest for dominance, the competition for the top slot is bound to intensify in times ahead.  In the current post, we have tried to track these major laptop manufacturers on social media and analyze the buzz around them. For the deep dive analysis, we have focused on three key factors –

  1. Share of Volume,
  2. Sentiment Balance, and
  3. Top Topics of Discussion about these brands in social media conversations.

Let’s see the performance of the notebook manufacturers on each of these metrics:

  1. Share of Volume:

Share of volume is the relative share of a brand in all the buzz happening on social media about the industry. Though, it does not directly specify popularity of a brand or lack of it, it is a great indicator of awareness about the brand on various social media channels.Share of Volume - Technology Social Media Analytics

Above chart shows share of volume for various laptop players with respect to one another. It is clear from the chart that Asus lead the pack and closely followed by Dell and Lenovo on share of volume related to the buzz generated online.

  1. Sentiment Balance:

Sentiment balance shows the proportionate balance of positive and negative sentiments expressed in conversations from social media. Fusion Analytics World automatically categorizes data under positive, negative and neutral sentiment using advanced text analysis and natural language processing.Sentiment Balance - Technology Social Media Analytics

The chart clearly indicates that Acer has the overall best sentiment balance followed by Toshiba and Samsung. On the other hand, Lenovo has the worst sentiment balance followed by Dell since difference between their positive and negative sentiments is the least among the major laptop manufacturers that Fusion Analytics World is tracking.

Dell with high volume and high negative sentiment indicates most of the conversations are not what their PR and Marketing teams would like to see. Insights like these help brands take immediate actions before things go out of control, especially by knowing the topics of discussion elaborated in the next section.

  1. Key Conversation Topics:

Now that we have understood where things stand in terms of volume and sentiment, we need to put that information into action. Improving a negative buzz or maintaining a positive buzz is only possible if one knows what are the hot topics people are buzzing about. The below analysis, helps to determine what topics a brand needs to concentrate on.Key Conversation Topics - Technology Social Media Analytics

The key topics of conversation are:

  • Reviews
  • Pricing
  • Battery
  • Touchscreen
  • Screen

The chart highlights relative importance of each topic for both brands from the point of view of their customers. Interesting to note that Toshiba and Samsung leads on topic related to Reviews while Asus and HP lead on conversation linked to Pricing. Acer sees conversation surrounding Reviews, Touchscreen, Pricing and Battery.

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Kalyan Banga224 Posts

I am Kalyan Banga, a Post Graduate in Business Analytics from Indian Institute of Management (IIM) Calcutta, a premier management institute, ranked best B-School in Asia in FT Masters management global rankings. I have spent 14 years in field of Research & Analytics.

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