Indian Mobile Phone Brand Social Media Analysis & Competitors Study

Brand Social Media Analysis & Lathesis
Capabilities
Brief outline of Oppo Mobiles India’s social media analysis
over its competitors Gionee and Xiaomi India
Analytical Overview

Presentation Understanding
The purpose – Brands often have their own understanding of social media ROI, but how
actually it varies from the real results that they obtain?
The objective – To study the social media channels presence of Oppo Mobiles and its close
competitors in India i.e. Gionee and Xiaomi Mobiles
To highlight the critical points of differences over social media participation and community
building exercises adopted by Oppo and its competitors
The Results – Brief analysis of social media presence over last couple of weeks, campaign
highlights and brands sentiment analysis

Social Media Analysis
Goinee India – Facebook
Analysis Specifics
Likes 11,70,950
PTAT 14,954
Engagement Rate 1.28%
Post Per Day 2.48
Likes, Comments & Shares
per post
2,713
Post Type
Pictures – 87.5%
Videos – 12.75%
Response Rate 36%
Response Time 427 Minutes
 Facebook Engagement rate is good probably due to consistency in posting content.
 However, the posts are mainly images. Adding long form content and product
features as links would be beneficial as they would act as a source of knowledge
sharing.
 Time of content posting is slightly off due to which posts often skip the viewership of
the target audience.
 The brand makes it up, however, with its excellent response timing and rate. This
actually builds customer curiosity with the brand and leads to meaningful
conversation thus building a strong brand image.

Goinee India – Twitter
Analysis Specifics
Tweets 10,347
Following 622
Followers 43,060
Tweets (20th November
2014 till 13th May 2015)
3,198
Twitter profile analysis – 20th November 2014 till 13th
May 201518.27
Tweets/Day
825 Retweets
1790 User
Mentions
631 Replies 194 Links 3392 Hashtags
2289 Tweets Retweeted
a total of 90165 times

Goinee India – Twitter
Users Most Retweeted
Users Most Replied To
Hashtags Most Used
 Gionee has a very active and interactive Twitter handle. The brand converses actively with
its audiences.
 Use of custom hashtag and its trending shows that the brand instigates targeted
conversation chains and also gains a lot of activity. Also, hashtags show that the brand
has a large audience listening to it at any given point of time.
 Brand also takes care of replying to its viewers.
 This establishes a strong relationship between the brand and the viewers.

Xiaomi India – Facebook
Analysis Specifics
Likes 236,551
PTAT 36,132
Post Per Day 2.25
per post
1537
Post Type
Pictures – 37.5%
Videos – 37.5%
Links – 25%
 Xiaomi has a high engagement rate which shows that even if the community size is not
that large, it very thriving and active.
 There is a good proportion of pictures, links and videos shared which shows that the
brand actually takes care of the interests of the community.
 However, the brand doesn’t allows its users to post on its page. This can be increased
by actually allowing the consumers to reply on their Facebook page and thus
establishing meaningful conversations which are two-way.

Xiaomi India – Twitter
Analysis Specifics
Tweets 630
Following 34
Followers 24,880
Tweets (15th July 2014 till
13th May 2015)
630
Twitter profile analysis – 15th July 2014 till 13th May
2015 2.08
Tweets/Day
41 Retweets
284 User
Mentions
463 Tweets Retweeted a
total of 12443 times
505 Tweets Retweeted a
total of 8550 times

Xiaomi India – Twitter
Hashtags Most Used
 The twitter community of Xiaomi again shows that there is much interaction with the common
people crowd which is really impressive.
 However, hashtags are less.
 Also, lack of influencers in the whole conversation picture makes it incomplete. This a miss
factor makes it difficult for the brand to establish its stronghold in the market easily. The sure-
footing is missing.

Oppo India – Facebook
Analysis Specifics
Likes 4,31,069
PTAT 3,488
Post Per Day 1.94
per post
231
Post Type
Pictures – 91.7%
Text – 4.2%
Response Rate 20%
Response Time 383 Minutes
 The brand has a sizeable community on Facebook which is good but the
engagement rate is severely low.
 This shows that even if people have liked the brand page, they do not actually
interact with Oppo. This could be due to lack of shareable content
on the page and less opportunity for people to share their
sentiments or actually contribute to the buzz.
 Major posts are images which is not very beneficial if customers need some
informative content from the brand. The brand must share long form content to
actually educate people about its projects instead of giving incomplete knowledge
through photos.
 Response rate is low. People don’t really like to engage with a brand that doesn’t
reply to them. This is a major glitch that needs to be addressed.

Oppo India – Twitter
Analysis Specifics
Tweets 2722
Following 63
Followers 11,845
Tweets (28th January 2015
till 13th May 2015)
2716
Twitter profile analysis – 28th January 2014 till 13th May
2015 5.77
Tweets/Day
202 Retweets
1430 User
Mentions

Hashtags Most Used
Users Most Mentioned
 Hashtags used are less.
Using dedicated hashtag
makes it easy to track
the conversation and
measure its success.
 Though the mentions are
many but mentions and
shout outs to common
public is few.
 Also, there is no
interaction with industry
influencers who can play
a strong role in swaying
the opinion of the public
in favour of the brand.

Tweets Most Retweeted Tweets Most Favorited

Active engagement as per days of the week Active engagement as per hourly basis
193
440
519
451
435
398
280

Social Media Listening
A competitive brand analysis between Oppo, Xiaomi and Gionee Mobiles India
We did a cumulative brand analysis across various platforms to understand the consumer perception about the three most
famous Chinese mobile brand entrants in India. The analysis is a combined study of all the keyword specific data crawled
from Facebook, Twitter, RSS, Blogs, Forums, News & Instagram.
Lathesis further analysed this data to make more meaningful insights for brands and the conversation related to it.

Buzz Analysis – 1st May 2015 till 12th May 2015 -
The buzz for Oppo
is essentially flat
lined which is
extremely harmful
for the brand.

Ratio of buzz analysis – 1st May 2015 till 12th May 2015 - Ratio of buzz
analysis shows
Oppo at a
catastrophically
low level. Such
low ratio count
shows absolutely
no standing in
the Social Media
Market.

Sentiment Analysis – 1st May 2015 till 12th May 2015 -
Severe lack of
any sentiment
in case of Oppo.

Word Cloud Analysis – Oppo Mobiles
Positive Keyword Cloud Analysis – 1st May 2015 till 12th May 2015 -
The positive and negative keyword analysis actually helps in identifying the conversations which
help in tracking more irate consumers and more brand influencer's

Gender Analysis – Oppo Mobiles
Gender Analysis – 1st May 2015 till 12th May 2015 -
Gender analysis helps in
assimilating campaigns
over all reach and
feasibility within sections
of population

Audience Age Analysis – Oppo Mobiles
Audience Age Analysis – 1st May 2015 till 12th May 2015 -
Audience age segregation
divided as per the
conversation an
individual does and also
on the basis of
information made
available publicly

Educational Background Analysis – Oppo Mobiles
Educational Background Analysis – 1st May 2015 till 12th May 2015 -
Educational background
segregation based on
publicly available
information further
divided through
conversation based
algorithms

Mentions Source Analysis – Oppo Mobiles
Mentions and Listening Source Analysis – 1st May 2015 till 12th May 2015 - Major buzz generated
from networks. No
chatter on forums and
less on microblogs
which shows that all
the conversation
occurring for the brand
is induced and not
voluntarily by people.

Mentions Source Analysis – Oppo Mobiles
Mentions and Listening Source Analysis (Segregated) – 1st May 2015 till 12th May 2015 -
Majority on brand buzz
comes from ’Instagram’
followed closely by
‘Twitter’, another
reason why a large
following on Facebook
is flat and non –
engaging

Social Media Analysis – Facebook Comparison (1st May 2015 till 12th May
2015)
Facebook Engagement Index
Xiaomi –22%
Gionee – 11%
Oppo – 1.3%
Engagement Vs Average Weekly Growth Analysis
Xiaomi – AWG – 20%, Eng. – 1.8%
Gionee – AWG – 0.7%, Eng. – 1.0%
Oppo – AWG – 2.5%, Eng. – 0.1%

2015)
The content cloud clearly shows Xiaomi & Gionee India are leading in creating brand buzz on Facebook. They are
being talked about among their communities' far more often than Oppo India.

2015)
75.7%
13.5%
10.8%
All three of the
channels are sharing
majority of pictures
followed by videos and
closely backed up links
Pictures are providing
maximum leverage in
terms of engagement
followed by product or
any other links.

2015)
Ginoee India leads the way in engaging its community followed by Xiaomi India and having a very weak
community engagement presence Oppo stands at the last
Consistent flat line
shows that Facebook
content and campaign
activities are not
engaging enough as its
competitors Gionee and
Xiaomi

Existing Glitches
There are some major hiccups in the Twitter page of the brand which highlight the flaws in the
existent strategy.
Not sharing links with every post for
additional info on product feature.
Grammatical errors which make brand seem
amateur.
 Not RT-ing or giving
shoutout to the
audiences who
participate in the
contest and thus
missing on a very
lucrative opportunity
of connecting with
audiences.
 These points contribute directly to the harm done to brand image
which is not a very pretty scenario.
 The aim of the Twitter strategy should be to gain traction through the
channel and build a positive image amongst the targeted audience,
not the opposite.

Lathesis – Everything Social
Why Social Media Analytical
Reporting?
Social Media Analytics reporting helps you define your marketing strategy

How does This Actually Helps You?

How does This Actually Helps You?
And more…

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Visit our blogs on http://lathesis.com/blog/
Let’s keep in touch at letstalk@lathesis.com
Call us at +91-9873043934
Thank you!

Indian Mobile Phone Brand Social Media Analysis & Competitors Study

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