The document provides an analysis of social media conversations related to MWC 2014. It analyzed over 425,000 pieces of social media content from February 22nd to March 1st. The summary breaks down discussions by daily trends, product categories, operating systems, and influential personalities and organizations. Coverage of smartphones, apps, and wearables dominated conversations. The Samsung Galaxy S5 launch and WhatsApp acquisition drove significant interest.

1. MWC 2014
Social Insight
22nd February – 1st March 2014

2. MWC 2014 Social Insight
22 Feb 2014 – 1 March 2014
Key Facts
Top Organisations & Products
Daily Trends
Product Categories
Operating Systems
Top Personalities
Influencers
Glossary
2
3
4
5
10
11
12
13
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1
The following study provides an in depth analysis of 425K pieces of social
media content (English language) related to MWC 2014. We used
Gorkana’s social media monitoring tool, Social Media Pro, to source and
analyse content and to draw insights from the data.
The time period for the study includes all the social media coverage from
22nd February - 1st March 2014 and provides an insight into social
conversations occurring in the buildup to the event, as well as post-event
discussions. Content was sourced based on MWC keywords, brand
keywords, product keywords, participating personalities and news
organisations.
This report provides insight into social media conversations broken down
by daily trends, product categories and personalities. Influencers were
identified using Traackr, an influencer identification tool.
Author: Sidharth Gopakumar
Product Manager: Analysis & Insights
sidharth.gopakumar@gorkana.com
For Enquiries: Sarah Kemp
PR & Social Engagement Manager
sarah.kemp@gorkana.com
Contents

3. MWC 2014 Social Insight
22 Feb 2014 – 1 March 2014
Key Facts
2
425 MENTIONS
MOST PROMINENT
PUBLICATION BLOG TWEETER FACEBOOK AUTHOR YOUTUBE AUTHOR
ANDROID HEADLINESCNET @NOKIA SYNERGY WIRELESS RCR WIRELESS NEWS
SENTIMENT TOP PERSONALITY TOP INFLUENCER
95%
4% 1%
Neutral Positive Negative MARK ZUCKERBERG RUDY DE WAELE

4. MWC 2014 Social Insight
22 Feb 2014 – 1 March 2014
3
Top Organisations & Products

5. MWC 2014 Social Insight
22 Feb 2014 – 1 March 2014
146K
Monthly
Insight
December 2013
Daily Trends
4
22 Feb: Pre-show buzz
begins to build, focusing on
smartphones, Samsung
Exynos and news that Mark
Zuckerberg will be making an
appearance at the event.
Sony grabs attention with its
teaser campaign for the
Xperia Z2.
24 Feb: Day 1 sees the
highest peak in terms of
social media coverage.
Social media users
discuss the merits of the
S5 and Whatsapp’s move
to introduce voice calls.
23 Feb: Momentum begins to
build as day zero of the event
gets underway. Both
Samsung and Firefox make
major announcements
regarding the Galaxy Gear 2
and the Firefox OS
respectively.
25 Feb: Awards chatter
generates a significant
portion of the day’s
coverage, which increases
HTC’s profile at the event.
Major news publications
start publishing ‘Best of
MWC’ articles that are
widely shared on social
media.
26 Feb: Alongside the S5,
awards continue to set the
agenda on Twitter, with selfie
app CamMe’s award for the
most innovative app generating
significant interest in blogs and
forums. Kobe Bryant’s tweet
about his partnership with
Lenovo is retweeted 919 times.
27 Feb: As the excitement
from the launches and
announcements quietens
down, thought leadership
and non consumer facing
tech comes to the fore with
Intel stealing the show.
28 Feb and 1 March: Post
event articles and
discussions hail the
Samsung Galaxy S5 and
the Nokia X as the key
highlights of MWC.
15K
40K
86K
60K
43K
24K
11K
Mentions
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
22/02/2014 23/02/2014 24/02/2014 25/02/2014 26/02/2014 27/02/2014 28/02/2014 01/03/2014

6. MWC 2014 Social Insight
22 Feb 2014 – 1 March 2014
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
Smartphones Apps Wearables Networks &
Consulting
Cloud Services&
Business
Support
30K
Product Categories
Smartphone coverage peaked on 24th Feb 2014, primarily
driven by the launch of Samsung’s Galaxy S5.
Mashable‟s article about „Cheap Smartphones being the
real stars of Mobile World Congress‟ was the 2nd most
popular story on Twitter after CNET‟s S5 launch live blog.
The Mashable story appeared in 1.1K tweets and
received 2.5K social media shares. @nokia was the
second most mentioned tweeter in this product category
(1.8K tweets), due to the launch of the Nokia X series and
developments on its Lumia phones. The debut of the
Blackphone (2.7K mentions) increased the breath of
privacy and security discussions regarding smartphones.
72K
25K
16K
12K
5
Smartphones

7. MWC 2014 Social Insight
22 Feb 2014 – 1 March 2014
Product Categories
Apps saw more proportional coverage in news
publications than other social channels. This was
primarily due to the renewed interest in the sector, after
the acquisition of Whatsapp (12.5K mentions) by
Facebook. Windows gained recognition for the
improvements in its apps store while Nokia’s MWC app
for Windows was very well received by attendees
(WPcentral described the app as „spectacular‟). #wipjam,
the official hashtag of the developers event at MWC, was
the second most popular hashtag for the category (1.2K
tweets). Intel and Nokia were the most prolific brands
using the hashtag to encourage visitors to the event.
30K
72K
25K
16K
12K
6
Apps
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
Smartphones Apps Wearables Networks &
Consulting
Cloud Services&
Business
Support

8. MWC 2014 Social Insight
22 Feb 2014 – 1 March 2014
Product Categories
If CES 2014 was the event when wearables went
mainstream, MWC 2014 firmly established wearables as
one of the most talked about consumer tech categories
(25K mentions). Samsung’s Gear range of wearables
proved to be a hit with bloggers and news publications
alike with Samsung featured in more than half of all
wearables conversations (12.6K mentions).
TechnoBuffalo declared: “Samsung Steals the Show at
MWC 2014”. Reviewers pointed at Hauwei Talkband’s
(1.8K mentions) fitness and headset combination as its
stand out feature. A key trend in this space was the
proliferation of wearables focussed blogs like
Wearabletechwatch.net.
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
Smartphones Apps Wearables Networks &
Consulting
Cloud Services&
Business
Support
30K
72K
25K
16K
12K
7
Wearables

9. MWC 2014 Social Insight
22 Feb 2014 – 1 March 2014
Product Categories
Facebook appeared 2.5K times in all the discussions
about this product category, enhancing its footprint
across the event. Conversations ranged from discussing
Mark Zuckerberg’s quotes on mobile data to Facebook’s
partnership with Ericsson (800 mentions). Huawei’s
branding of its Atom Router as „the world thinnest router‟
drove engagement with Twitter commentators (500
retweets). The demo of the Ericsson ‘Radio Dot
System', which boosts indoor coverage of broadband
and other networks, caused major buzz on networks
and telecom related blogs. Carrying on from CES, Intel
(1.2K mentions) showcased its mobile strategy at the
event, unveiling partnerships with Lenovo, Asus and
Dell.
8
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
Smartphones Apps Wearables Networks &
Consulting
Cloud Services&
Business
Support
30K
72K
25K
16K
12K
Networks & Consulting

10. MWC 2014 Social Insight
22 Feb 2014 – 1 March 2014
Product Categories
Cloud Services & Business Support
Cloud services made a big splash at the event.
Huawei’s new cloud OS solution, Fusionspehere,
featured as the most popular story trending on Twitter.
CA Technologies’ Twitter strategy of mixing humour
with product information resulted in its handle being the
5th most mentioned during the event. News publications
and Twitter featured comparable volumes of coverage
indicating a lack of interest in social circles regarding
enterprise level technologies, compared to other
product categories. IBM (1.1K mentions) took the
opportunity to engage audiences in thought leadership
around cloud services and its future plans for the
category.
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
Smartphones Apps Wearables Networks &
Consulting
Cloud Services&
Business
Support
30K
72K
25K
16K
12K
9

11. MWC 2014 Social Insight
22 Feb 2014 – 1 March 2014
54%
5%
14%
6%
13%
8%
Android Blackberry Firefox OS
Tizen Windows iOS
54% of all operating systems coverage
mentioned Android. The most popular
Android website, Androidheadlines.com
(134 mentions), covered topics ranging
from Samsung’s Android powered launches
to the latest news apps launched on
Android. Forbes stated: “Google and
Android won MWC by default” due to
Android's footprint across the various
releases and announcements at the event.
Although Apple did not participate in the
event, iOS was an integral part of other
released products that are connected to
the Apple ecosystem. Products included
Oral B’s iPhone compatible toothbrush
(appeared in 140 tweets) and Mad Catz
(280 mentions), a game controller.
Conversations involving Blackberry OS
generated 3K mentions during MWC. A third
of these conversations were about BBM
being released on Windows devices. The
most engaging content was related to the
announcement of the Blackberry Z3,
available with an updated version of the
Blackberry OS.
Samsung using its own operating system,
Tizen, in its Gear 2 and Gear Neo products
(instead of Android) led to influential
publications discussing the ramifications of
the move. CNET commented on the future
of Tizen: “One year on, Tizen has its sights
set on smartwatches and cars”.
10K pieces of coverage of Firefox OS
represented a successful event for the
nascent operating system, aided by the
announcements of better performance and
popular apps like Pinterest being available
on the OS. Spreadtrum’s new $25
smartphone, running on Firefox OS,
generated 1.5K mentions..
A blog post by Joe Belfiore (@joebelfiore) on the
Windows official blog resulted in other specialist
Windows blogs debating the future of the Windows
Phone. Microsoft (5K mentions) and Nokia (4.5K
mentions) were the two flag bearers of the platform
on social media.
Operating Systems
10

12. MWC 2014 Social Insight
22 Feb 2014 – 1 March 2014
Mark Zuckerberg
Mark Zuckerberg’s keynote at MWC 2014 was a
resounding success in terms of exposure, primarily
driven by the announcement of the $19 billion takeover
of Whatsapp. Many industry commentators questioned
the size of the deal whereas others commended him
for ‘coming of age’ as a CEO.
Jan Koum created a social media storm by
announcing that WhatsApp will be introducing voice
functionalities later this year. While news publications
focussed on Whatsapp’s move into voice services and
gauged its threat to mobile network providers, tech
blogs and forums celebrated the success of the start
up and its founders.
Top Personalities
Jan Koum
11
11.5K
Mentions
2K
Mentions

13. MWC 2014 Social Insight
22 Feb 2014 – 1 March 2014
Marc Perton
Executive Editor,
Engadget
Rudy De Waele
Author & Keynote
Speaker
Jessica Dolcourt
Senior Editor,
CNET
Reach Score: 97
Relevance Score: 92
Resonance Score: 100
Marc Perton is the Executive Editor of
Engadget. He has donned many hats in his
tech news career, from Senior Editor at
Engadget to Executive Editor for Consumer
Reports, and then Director of Content for
Gdgt.
Jessica Dolcourt covers and reviews all
things mobile for CNET, including
smartphones and mobile operating systems
(mobile OS), phone features and trends,
carriers and industry news. She frequently
appears in CNET video content featuring
mobile news and also serves as an industry
expert on TV programmes.
Rudy De Waele is a entrepreneur, mobile
and innovation strategist, author, speaker
and curator. With nearly 20 years of
experience in Internet technology,
specialising in mobile innovation and start
ups, he recently published the book: ‘Shift
2020 - How Technology Will Impact Our
Future’.
Influencers
Reach Score: 99
Relevance Score: 88
Resonance Score: 98
12
Reach Score: 95
Relevance Score: 96
Resonance Score: 86

14. MWC 2014 Social Insight
22 Feb 2014 – 1 March 2014
13
Top organisations – rankings based on organisation mentions, product mentions and
major brands (of each organisation).
Content – Articles, blog/micro blog posts etc containing mention of a search term or
phrase.
Follower – An individual or organisation engaging in social media, who regularly
attends to the statements made, or opinions expressed by another individual or
organisation through a social media platform.
Influencer - An individual or organisation with an established presence in social media,
who’s opinions and posts are regularly read by a large number of people.
Traackr - Traackr is a technology company dedicated to locating, scoring and ranking
the top online influencers for any topic or market, based on reach, resonance and
relevance. For more information, please visit www.traackr.com.
Reach Score - This is a measure of total audience size. blog visitors, Twitter followers,
YouTube subscribers etc go into scoring.
Resonance Score - This is a measure of how much activity someone creates when
they publish. Twitter retweets, linkbacks, comments etc. are factors of someone's
resonance.
Relevance Score - This is a measure of how relevant someone is to a topic.
Relevance is a factor of how often someone uses the keywords that drove the search;
the timing of the keyword usage (more recent posts are weighted more heavily); the
diversity of the keywords used by an influencer; and the placement of keywords (title vs.
body).
Glossary