CES 2014

Social Insight
January 4-12, 2014

Contents

Introduction Talking Points Daily Trends Channels Products Emerging Trends Keynote Speakers Influencers Wrap Up Glossary

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CES 2014 : January 4-12, 2014

This report is Gorkana Group. All products, reports, research and services are supplied pursuant to our standard terms and conditions of trading, a copy of which are available on request. No part of this report may be shown, presented or disseminated in any format, including electronic, to any company without Gorkana Groups explicit and written permission.

Introduction
Top Organizations
Rank Rank
The following study provides an in depth analysis of 750,000 pieces of social media content (English language only) related to CES 2014. We used Gorkanas social media monitoring tool solution to source and analyze these mentions and to draw insights from the data. The time period for the study includes all mentions from January 4-12, 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 CES keywords, brand keywords, product keywords, participating personalities, and news organizations. This report provides insight into social media conversations broken down by talking points, daily trends, channels, product categories and emerging trends. Influencers were indentified using Traackr, an influencer identification tool, based on keywords. Samsung was the clear winner on social media, followed by Google and Sony. Wearables emerged as the top trend from the event. The key drivers of its coverage and the top personalities from the event are detailed in this report.

Organisation Volume Volume Organization

Samsung Google* Sony Intel Apple Microsoft LG Logitech Audi T-Mobile Panasonic AT&T Lenovo Valve Asus Ford Qualcomm BMW Toyota Amazon AMD Blackberry Huawei Toshiba Vizio 88,981 48,046 40,783 32,213 31,032 29,395 18,192 13,901 12,738 10,886 10,813 9451 9225 8095 8063 6670 6520 5954 5084 5083 4382 4177 3884 3751 3677

Rank in in 2013 2013 Rank

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Author: Sidharth Gopakumar Product Manager: Analysis & Insights sidharth.gopakumar@gorkana.com Inquiries: Lisa Jaycox Head of US Marketing & Communication lisa.jaycox@gorkana.com

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25

*Google includes Android mentions.

CES 2014 : January 4-12, 2014

Talking Points
Voice controlled smart beds caught the attention of talk show host Jimmy Fallon. His humorous tweet A new bed at CES gets firmer by voice command. So if you come home & hear spouse saying, Harder! Best case, it's a new bed. was retweeted 1,200 times, raising the profile of Sleep Numbers new feature-rich bed range. T-Mobile had a very successful CES, with its plan to pay early termination fees to switch over to its network resulting in nearly 11,000 mentions. Its CEO John Legere was a major focus of conversation for crashing and subsequently getting kicked out of AT&Ts CES party. CNETs tweet, TMobile is now the fastest 4G LTE network in the nation, @JohnLegere was retweeted 55 times.

Michael Bays announcement of Samsungs curved TV resulted in him raking up 15,000 mentions during the event. The announcement did result in increasing Samsung and its curved TVs profile in the non-technology community.

Although Apple didnt officially participate in the event, that didnt stop it being the 5th most talked about organization with 31,000 mentions. Last years trend of the Apple Economy continued this year, with the announcement and releases of a slew of products linked to the iPad and the iPhone. The iPhone stun gun by Yellow Jacket got CES excited and found its way into numerous CES takeaways articles.

Engadget was one of the most popular publications reporting at CES. Its article on Intels Edison was one of the most popular stories on Twitter, appearing in over 4,500 tweets. TVs and hardware products stole the spotlight in the other product categories in Engadgets coverage.

Toyotas hydrogen-fuel-cell-powered sedan increased the visibility of Toyota at CES (over 5,000 mentions). Toyotas other concept cars excited commentators as well; IGNs video called Toyotas FV2 Tronlike(received nearly 100 comments).

During CES, Lenovo took the wrappers off a variety of products, including tablets, convertibles and notebooks. Amongst them, the ThinkPad X1 Carbon ultrabook generated the most buzz in social media, raking up over a thousand mentions. Techrepublic hailed this product as embodying the trend of contextual computing. Significant buzz was also created by VP Dilip Bhatias interview with Engadget about Lenovos plans for 2014.

CES 2014 : January 4-12, 2014

Daily Trends
Jan 4: Pre-show buzz begins to build, focusing on wearable tech, the internet of things and 4K streaming. Acer and Pebble grab attention with their computing range and smartwatch respectively, but rumors of the new Google Nexus 10 tablet by Samsung at CES resulted in nearly 3,000 mentions of Google and 2,200 mentions of Samsung. Jan 6: Pre-show press events draw all the attention as brands preview some of their major products early. The launch of Samsungs UHD curved TV inadvertently overshadowed all other launches, in part due to Michael Bay walking off stage during the event. Accenture reveals results of the Digital Consumer Tech Survey, predicting trends for the next 12 months. Jan 7: Coverage increases on the official first day of CES as momentum from the big product announcements of the previous day continues to build. Sony announces Playstation Now, further enhancing its cloud-based services.

Jan 8: Day two brings the launch of the much-discussed Project Christine by Razer, while T-Mobile held the biggest press conference of the day. Logitechs computing peripherals trend on social media, making it one of the most mentioned companies of the day.
Jan 9: The penultimate day of CES sees the highest amount of coverage, with most big brands having decided to ramp up their presence. The WWE Network announce a digital streaming service, hoping to reinvent live content and 24/7 programming. Jan 10: Awards elevate specific products above the crowd in their respective categories. Oculus Rifts Crystal Cove prototype wins the 2014 Best of CES award.

Jan 5: Samsung continues to set the agenda on social media; reports of its smart home product launches captured the imagination of tech enthusiasts. Nvidias computer chip crop circle publicity campaign help drum up interest in its Tegra 4 processor.

180,000 160,000 140,000 120,000 100,000 84,227 80,000 60,000 40,441 40,000 20,000 0 04-Jan-14 05-Jan-14 06-Jan-14 07-Jan-14 08-Jan-14 09-Jan-14 10-Jan-14 26,239 91,221 135,190 123,555
156,739

Jan 11-12: Post-event coverage reflects on the best of CES 2014, with Samsung, Lenovo, Sony and Pebble regularly topping CES highlights lists. Consideration was also given to CESs continuing relevance, with CNET commenting, Big companies choose to launch their big products at smaller events; places where they can control the tone, control the tempo, and control the access.

57,082 34,197

11-Jan-14

12-Jan-14

CES takes place CES 2014 : January 4-12, 2014

Channels
Blogs (3% of CES content) were very much the follow up channel for the more real time focused Twitter, allowing for in-depth analysis and discussions (in the comments section). Posts focused around live-blogging of press conferences and keynotes, the merits of new launches, hands-on reviews of the hot or unusual products, and discussion of the event itself. Techbuzzblog was one of the top bloggers, with 177 posts during CES. Other prominent blogs included zennie62blog and Spartanpixel. On wearable tech, Techbuzzblog warned that Wearable tech is so fragmented, with so many ideas and separate apps and services, that theres no way every part can survive unless some standards and synchronicity are upheld. Forum discussions of CES were predominantly focused on chatter around the announced hardware and gaming products. This channels importance to smaller product categories cannot be underestimated, as the highly engaged audiences using these forums are usually early adopters of new technologies. The gaming forum Neogaf.net was one the top forums during CES with 300 separate posts and multiple forum replies for each post.

Facebook updates were utilized by organizations to spread the latest news, blogs and images (5% of overall content). Offering a more flexible content platform than Twitter, it was noticeable that there were more links and visual content on Facebook than the previous year. Day 1 saw the highest volume of coverage on this platform.
Samsung was the most discussed brand on Facebook during the event and successfully used its corporate pages, including SamsungUSA and SamsungNotebook, to engage social media users. Liked by 1.2 million people, the SamsungUSA page (and other selected brand pages) had a separate Social Station brand tab to centralize all its blog, video and image content during CES. All content was embedded, reducing friction for engaging with the content and improving the overall experience for followers. LG also hosted a live blog brand tab on its pages.

5%

3%

6%

2%
1%

In the midst of the socialization of the internet News sites still held their authority (6% of CES content) due to their brand reputation and their ability to separate the wheat from the chaff, aided by a line up of star columnists and influencers who offered their expert opinions on all the developments. A combination of the brand value of Google and its aggregation capabilities made Google News the top news site to follow CES during the event (over 400 mentions). The other top influential sites were Engadget, CNET, Mashable and Techcrunch.

Compared to last year, Twitter increased its dominance as the de-facto news resource for the event. The platform accounted for 83% of all CES-related content.
A majority of tweets were retweets that included a link to news, blogs, photos and videos from the show, as the likes of Mashable and CNET offered live updates. Other popular tweeters during the event included the official Twitter handle of the event @intlces, @intel and @Samsungtweets. The official hashtag #CES2014 trended strongly, appearing in over 250,000 tweets. #CES was used in around 38,000 tweets. Logitechs Twitter strategy for the event was instrumental in increasing the organizations media footprint. Hourly prizes for retweets and product reviews resulted in its hashtag, #logitechlive, topping the brand hashtag charts (13,000 tweets), despite facing stiff competition from heavyweights like Samsung and Sony.

83%

Blog

News

Forum

Video

Twitter

Facebook

Video Posts largely featured keynotes, press conferences and hands-on reviews of the latest products demoed at CES. CNET was among the most prolific posters to YouTube and Metacafe, uploading 265 videos during CES. Although YouTube was the most popular site for videos with nearly 3,500 uploads, a notable difference from last year was the advance of Metacafe as a viable alternative.

CES 2014 : January 4-12, 2014

Products
80,000 72,383 69,935 68,456

63,019

60,026
45,020 35,742 34,047

Mentions

60,000 40,000 20,000 0

Phones Hardware & Peripherals TVs Automobiles Laptops & Tablets

30,470
17,949

Gaming

Audio

Cameras & Imaging

Health & Fitness

Home & Lifestyle Tech

Phones
Many phone companies withholding major announcements until the Mobile World Congress resulted in Sony's Xperia Z1 range (4,600 mentions) stealing the headlines in this sector. T-Mobile's (10,800 mentions) announcements had a significant impact on social discussions, with many users declaring their intention of switching to the network. Unique features like curved screens (LG Flex: 1,750 mentions) and phone-turned-tablets (Asus Padfone: 1,321 mentions) were also popular on video sites and video reviews hosted on tech websites. #Android was one of the most popular hashtags for the sector (565 tweets), indicating the depth of Google's influence on the industry.

Hardware
Nvidia (9,500 mentions) created waves with its demo of the Tegra K1 chip processor. This product won awards in multiple categories at CES, helping Nvidia beat direct competitor Qualcomm by 3,000 mentions. Intel (32,000 mentions) won Applause from most tech publications for championing the Internet of Things and the wearables movements. Social media users were enamoured with Project Christine (4,200 mentions) by Razer, asking the opinion of influencers like Tom's Hardware and Anandtech about what the product means for the future of modular computing. On Twitter, a user-generated video review tweeted by @Logitech had the highest reach for the sector.

CES 2014 : January 4-12, 2014

Products
TVs
Predictably, @samsungtweets was the most mentioned tweeter, regularly updating followers on Samsung's TV launches like its curved UHD range. Forums and blogs deconstructed the various announcements in detail, with users comparing Samsung's TVs to TVs from LG, Sony and Panasonic. Wired declared: "Giant, bendable 4K TVs" as the key trend within the industry. Mutually beneficial partnerships between TV manufacturers and Netflix for 4K streaming helped Netflix achieve a combined total of 5,600 mentions. The Verge published an in-depth piece on how Netflix won CES and remarked, 4K may be the disruptive masterstroke that turns Netflix from a company that changes the way we watch TV to the one that changes the TV business.

Automobiles
Ford, Audi, BMW and Toyota showcased their visions for the future of automobile transport and received high praise from publications and car enthusiasts alike. The Guardian stated, If you were a fan of Knight Rider and dreamed of a car that could talk, drive itself and save you from peril, hold tight: it's coming" about BMWs driverless functionality. Surprisingly, it was Intel that set the agenda with its thought-leadership on the connected car and its partnerships with auto companies. @Intel was the most mentioned brand handle with respect to automobiles, present in 3,000 tweets.

Laptops & Tablets

The progression towards unique and differentiated form factors for computing devices accelerated with the release of various products from multinationals and niche players. Samsung's Galaxy Pro series was one of the most popular product ranges (6,000 mentions) and although reviews were detailed, reviewers refrained from giving a final verdict until price details were available. Regarding companies, Microsoft and the Windows operating system ruled the social airwaves with respect to computing devices, with its owned media blog on Panasonics Toughpad being one of the most popular stories on Twitter (1,200 tweets). Microsoft actively ran social campaigns for products running on Windows.

Gaming
More than half of all gaming conversations took place on Twitter, as gamers discussed announcements and launches in detail, especially the Crystal Cove by Oculus Rift (6,300 mentions). Mashable pointed out that it "will change the way we engage with stories, play games and even approach medicine. Also, Valve's Steam Machine and Sony's PlayStation Now were hot topics of discussion on forums like Overclockers and Gamersintuition. Xboxs director of product planning made a statement (The console as a single-purpose device is the past) that sparked a wider internet analysis on the state of the gaming industry.

CES 2014 : January 4-12, 2014

Products
Audio
Social media was abuzz with audio technology developments (36,000 mentions), as both specialist audio companies and larger tech conglomerates released multiple audio products. On Twitter, competitions for free products helped audio firms like Phillips (Phillips Dot Bluetooth speaker appeared in nearly 500 tweets) and DTS (#dtsplayfi was used in around 1,500 tweets) gain prominence. After the event, the tech press identified prominent trends within the industry. The Verge commented on sound bars (driven by Vizio and LG) and wireless speakers (Samsung's products stood out) being the highlights of the event.

Cameras & Imaging

Although there was a great deal of interest in the sector (#photography was one of the top product hashtags), Nikon (2,200 mentions) was the only major organization to launch a flagship still camera, although Sony and Canon did launch consumer models like Alpha 5000 and PowerShot N100 respectively. Regarding camcorders, 4K was the key theme to emerge from the show. Sony's 4K Handycam (700 mentions) stood head and shoulders above other products, with photography influencers highlighting its plans to start shipping in March, compared to other prototypes, as a key reason for its popularity.

Health & Fitness

A slew of fitness trackers and smartbands aided in drumming up interest in the event with the non-technology media. The Razor Nabu emerged as the clear winner in social media conversations with nearly 3,500 mentions. DigitalTrends wrote, Most impressive though, its an open platform that allows third-party apps. Whether youre a gamer or not, the Nabu has earned a spot on your wrist. Razor used its Twitter account to campaign for the Best of CES" award and its followers responded by helping in maximizing the reach of the campaign and ultimately voting for the product. This product category was a dominant influence on wearable tech becoming the top trend from the event.

Home & Lifestyle

This category (along with Audio) saw a high proportion of female tweeters, compared to other categories. Another standout trend was the comparatively high volume of tweets from South America for this category. Yet again, Samsung emerged as a clear winner, leading the mentions chart as well as trending on Twitter. Whirlpool's (1,500 mentions) suite of products received kudos from publications aimed at mothers and families (Coolmomtech hailed the arrival of the Jetsons Era). Home automation was a key message that propagated though social media, with users predicting the trend to consolidate over the next few years.

CES 2014 : January 4-12, 2014

Emerging Trends
Wearable Tech
Volume Wearable Technology (61,500 mentions) was the most prominent trend to emerge from CES 2014. Pre-event buzz about the topic was fuelled by health and fitness devices, and formed an important part of Intel's keynote speech. The release of a range of smartwatches and gaming devices added to the buzz.
Google Glass Whether planned or not, Google Glass (4,500 mentions) did make waves at the event, partially because of the high volume of attendees wearing the product-occasionally to the mild annoyance of others. No one should have to be in a room with this many Google Glass wearers #ces2014, tweeted @erfon. Many new wearable tech products were compared to the Glass in their reviews, although rapper 50 Cent warned that the product takes away all the privacy (7.3 million followers on Twitter). Twitter Engadget's story on Intel's Edison was the most shared story on Twitter; #wearabletech formed a part of 3,387 tweets. Not surprisingly, Intel, Razer and Pebble were the top brand handles to be associated with this trend.

12% 28% 8%

Robotics

Bendable/Curved Screens Cloud Computing

6%
7% 15% 24%

High Definition Displays Internet of Things Start Ups

Wearable Tech

High Definition Displays

Volume High Definition Displays accounted for 52,000 mentions, driven by TVs and computing devices that came with high definition displays. Twitter A story introducing Panasonic's 4K Tablet was the most shared story on Twitter. Samsung, Panasonic and Microsoft were the most mentioned tweeters. #samsungces was the top brand hashtag, mentioned in over 200 tweets. 4K Mashable pointed out, 4K Reaches Critical Mass at CES 2014, and predicted that it will become the new standard in high-res video, what 1080p is today. A key development highlighted by forums and blogs was the increasing affordability of this technology.

Internet of Things
Volume The Internet of Things raked up 3,300 mentions during the event, making 2014 the year when it went from buzzword to market reality. Many new connected devices were on display throughout the halls of the Las Vegas Convention Center including various smart appliances, remote monitoring services, and autonomous vehicles. Cisco Cisco's keynote address highlighted this trend as the Internet of Everything. This message quickly permeated into social conversations, with 1,200 mentions. CEO John Chambers was the 4th most popular keynote speaker, with the tech press buzzing about his prediction of the size of the IoT industry, while social media were more impressed with the appearance and contribution of actress Sarah Silverman.

CES 2014 : January 4-12, 2014

Keynote Speakers
Marissa Mayer: 5,200 mentions
Marissa Mayer's keynote address was live blogged by numerous tech and mainstream publications. The mainstream press published articles on Yahoo!s refocus as a media company and her acquisitions plans, whereas tech bloggers and social media users were more concerned about her plans for Tumblr and the new Yahoo! News Digest. Forbes, clearly impressed, wrote an article about public speaking lessons that can be learned from her keynote style. The Next Web remarked that the partnership with Saturday Night Live and the appearance of John Legend "reminded the audience members that Yahoo! is still very much about entertainment."

Brian Krzanich: 2,100 mentions

Intel positioned itself at the forefront of the internet of things, and Brian Krzanich's address went a long way in re-emphasizing that message. His preview of wearable devices during the keynote on the opening night, set the ball rolling on wearables, establishing itself as one of the top tech trends of the year. Influencers pointed out that Intel has shifted to tablets and wearables from phones and opined on what that meant for the overall direction of the industry. According to International Business Times: Intel (is) Betting Big on Wearables in 2014 to Avoid Repeating Mobile Mistake.

Marissa Mayer Brian Krzanich

Kazuo Hirai: 1,400 mentions

The Sony CEO's cult following amongst PlayStation fans assisted him in gaining the third spot in the keynote speech rankings. The unique feature of the medias reaction to his keynote was the focus on his vision and plans, rather than the products being released or prototypes showcased. Sony ensured the keynote got sufficient coverage by live steaming the keynote and publishing a behind-the-scenes video on YouTube and on its owned media assets after the event. One of the headlines on The Verge proclaimed, "Sony returns to the swagger of its glory days.

1 2

Kazuo Hirai

3
10

CES 2014 : January 4-12, 2014

Influencers

Marc Perton Executive Editor, Engadget

Reach Score: 97 Relevance Score: 92 Resonance Score: 99

Roger Cheng Executive Editor, CNET

Reach Score: 99 Relevance Score: 99 Resonance Score: 96

Lance Ulanoff Editor-in-Chief, Mashable

Reach Score: 99 Relevance Score: 99 Resonance Score: 96

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.

Roger Cheng is the Executive Editor at CNET in charge of East Coast coverage and breaking news. He also covers mobile and prior to CNET, he spent nearly ten years covering technology at Dow Jones Newswires and the Wall Street Journal.

A 25-year industry veteran and award-winning journalist, Lance Ulanoff is an American tech and social media commentator. He is a former Editor-inChief of PCMag.com and PC Magazine and SVP of Content for PCMag Digital Network, and is now editorin-chief at Mashable.com.

(Mashable.com)

CES 2014 : January 4-12, 2014

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Wrap Up

750K mentions

617K
Tweets

Top Hashtag: #ces2014

Top Trend: Top Keynote Speaker:

Marissa Meyer, Yahoo Top Influencer:

Wearable Tech

Marc Perton, Engadget

CES 2014 : January 4-12, 2014

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Glossary
Top Organizations rankings based on organization mentions, product mentions and major brands (of each organization)
Content Articles, blog/microblog posts, etc. containing mentions of a search term or phrase Follower An individual or organization engaging in social media, who regularly attends to the statements made, or opinions expressed, by another individual or organization through a social media platform

Influencer - An individual or organization with an established presence in social media, whose 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).

For more information: Visit www.gorkana.us Call +1 646-722-1200 Email usrequests@gorkana.com

Author: Sidharth Gopakumar Product Manager: Analysis & Insights sidharth.gopakumar@gorkana.com Media Inquiries: Lisa Jaycox Head of US Marketing & Communication lisa.jaycox@gorkana.com

CES 2014 : January 4-12, 2014

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