Deconstructing Gillette’s The Best Men Can Be Tagline
By Gemma JoyceJan 15th
Published March 2nd 2018
After a week of exciting announcements, MWC (Mobile World Congress – the world’s largest gathering for the mobile industry which takes place in Barcelona) is over.
The Brandwatch React team has, of course, been monitoring the conversation all week. We’ve been providing data to @TwitterMktgUK, naming the top brands, products and tech trends in the conversation and now it’s time for a full round-up of the week.
There are potentially thousands of brands who could be discussed in relation to Mobile World Congress. In order to find the top brands in our data we surfaced the ones that trended in our topic cloud throughout the week (topic clouds identify top used terms and phrases) as well as in popular news articles and then searched within the overall conversation to find out exactly how many mentions those trending brands got. We used this same methodology for both the top mentioned products and the top mentioned tech trends later in this article.
Here are the top five most mentioned brands:
Nokia fought off the likes of Samsung, Huawei and Google to become the top mentioned brand in the MWC 2018 conversation. While we used a slightly different methodology last year, the brand also triumphed in 2017.
Again, we identified the top products by looking for those trending in the topic cloud throughout MWC and within popular news articles, then searching within the overall conversation for each of them.
Here are the top five:
Despite Nokia’s success being the top mentioned brand overall, it was the Samsung S9 that generated the most product-related conversation at MWC 2018. That said, three of the top five were Nokia products.
Like before, we checked our topics clouds and popular news articles for top trends throughout the week and then searched within the entire MWC conversation for each of them to identify the top five.
Here they are:
“References to 5G are everywhere at MWC 2018,” says Matthew Reynolds in Wired. The technology has successfully created a huge amount of buzz, although Reynolds says we won’t see it explode into common use just yet.
We wanted to find some of the most influential mentions of MWC on Twitter, so took to our “Twitter insights” component in Brandwatch analytics to see which links and names were getting the most engagement. Here are a couple of the top 10 tweets:
— Business Insider (@businessinsider) February 27, 2018
— Reuters Top News (@Reuters) March 1, 2018
Using Brandwatch it’s also possible to zoom in on influencers for certain brands within larger event conversation. We picked Ericsson as an example, tagging up mentions of their brand and then identifying the tweeters discussing the brand that are getting the most retweets.
We immediately found significant conversation coming from Ericsson’s owned channels as well as other influential voices in their conversation. @BEVEVE, @evankirstel and Brandwatch guest blogger @ronaldvanloon were among them, sharing engaging video content.
— Evan Kirstel @GITEXtechweek #GITEX2018 #Dubai (@evankirstel) March 1, 2018
#Smartcities great practical examples by Sander Maas| #MWC18 #EricssonDigital @EricssonDigital#MachineLearning #ML #BigData #IoT #InternetOfThings #5G Cc @Kevin_Jackson @dez_blanchfield @dhinchcliffe @evankirstel @adamsconsulting @WarrenWhitlock @BigDataGal @Chels_LA @DevModeio pic.twitter.com/3coVAwNURu
— Ronald van Loon (@Ronald_vanLoon) February 27, 2018
.@ericsson investing in the future of #Tech by investing heavily in R&D. CEO, Börje Ekholm, on the stage live from #MWC18 #EricssonDigital @EricssonNetwork @EricssonDigital #MachineIntelligence #5G pic.twitter.com/rvSh8P2427
— Beverley Eve (@BevEve) February 26, 2018
What was your favorite thing at MWC this year?
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