Social Media Winners from #CES2015

January 16, 2015

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Full Disclosure: Samsung and Android are clients of FleishmanHillard.

The numbers are in. This year, the 2015 International Consumer Electronics Show (CES) was mentioned 1,022,533 times via social media – nearly double the number of mentions from last year when the show was mentioned 688,347 times. The official #CES2015 hashtag, meanwhile, was used 419,000 times – more than double the usage from last year when #CES2014 was used 256,021 times. The year-over-year increase in conversation makes it clear that the 2015 International CES is a topic social media users and tech, marketing and other audiences around the world care about.

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The highest peak of activity happened on the first day of the 2015 International CES, Jan. 6, when 14,938 social media posts were published during the 1 – 2 p.m. hour PST alone. Worth mentioning, however, is Intel’s clever use of paid social around the #CES2015 hashtag on Twitter, which boosted mentions significantly for day one in comparison to any other day in the lead up or during the show.

As CEA’s official 2015 International CES Social Media Command Center, our FH TrueIQ team and partner Buzz Radar tracked all the top trends and social buzz from the Las Vegas Convention Center and throughout the show. Though all the biggest brands in tech, consumer lifestyle and more debuted their latest products and services, only one brand soared above others in social media buzz – Intel. Others rounding out the top brands on social media included Android, Samsung, LG, and Sony, all of which were calculated using FH TrueIQ’s Social Impact Score, which combines mentions totals with the potential reach of those mentions and factors in positive or negative sentiment to develop a more meaningful share of voice.CES2015_Recap_01.16.15_BlogPost

This is the second year in a row Intel has led the pack in potential reach and total actual reach of positive brand mentions. This year, the brand rose to the top with a steady drumbeat of announcements and news throughout the show, including their announcement prioritizing diversity in its hiring practices, as well as product announcements about the Intel Curie, a button-sized wearable computer, and Compute Stick.

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Android, meanwhile, led the way in total volume of brand mentions with 149,393, followed by other leading brands including Intel, LG, Samsung and Sony. The integration of Android’s OS into many of their partner brands’ new products, like Android TV and Android Auto, particularly boosted the brand’s presence throughout the week as neither Android nor Google as a whole made any big announcements during the show.

Interestingly, Brian Krzanich, CEO of Intel, garnered the most social media mentions for an individual with 1,203 over the four days of the show. BK Yoon, President and CEO of Samsung Electronics, followed close behind with 1,178 mentions.

Throughout the week, we also tracked the overall top trends of the day in real-time to ensure that attendees could keep up with the overwhelming volume of conversation. Unsurprisingly, wearable tech proved the most buzzed about trend of the week. Maintaining momentum from the 2014 International CES, when it was also a hot topic, conversation around the trend was particularly high given the wide range of related launches, including those previously mentioned from Intel, a whole range of developments designed to appeal to families, new watch and smart band products from Lenovo and Audi, and many more. Other big trends included, Ultra HD/4K, virtual reality, robotics, drones, 3D printing, the “connected home,” smartphones and driverless cars.

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When it came to hashtags, these were the top five brands mentioned:

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There were many other big trends outside the realm of social media mentions. Look no further than Engadget’s Best of CES 2015 winners, which named Sling TV the big winner. You can also check out the 2015 International CES list of innovation award winners here. Plus, we all know the real winner of CES…the selfie stick.

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We had a great week with CEA and our FH TrueIQ team uncovering all the top trends and taking a look at what will inevitably become the next latest-and-greatest in tech throughout 2015 and beyond. For more information about the 2015 International CES, take a look at @intlCES on Twitter, and to see more updates from our team, check out @Fleishman or www.fleishmanhillard.com.