Unless you’ve been living in a cave for the past week, you’ll know all about the iPad, Apple’s new wunderkit – what it has, what it has not, what it’s for, what it’s not for, and so on.
Fortunately, the term ‘iPad’ is very quick and easy to search for. So, it’s a doddle to monitor. So, that’s what I’ve done.
The same goes for iPhone and iPod, so I thought it would be interesting to see all three lined up against each other. Inevitably the other two models in the Apple i-stable receive attention, so right now, all their figures are up. But this is more of a slow-burner. In a few weeks or months’ time it will be interesting to see how their charts look. Will one product cannibalise another? Will any of them drop off the radar?
Let’s take a look. Click here to see the dashboard, or click the image below.
First off, regarding the layout, well I thought it might be nice to nod to Apple’s design ethos and make it a bit more sophisticated than previous dashboards (all of which you can also see on the Netvibes tabs). This approach also endears you to clients. 😉
I also just concentrated on three sources: Twitter, because everyone tweets nowadays; blogs, because there are some very smart bloggers out there who can offer real insight into Apple strategy; and forums, because they’re often the forgotten social media platform and yet tech forums can offer heated debate, if not often informed opinion.
Twitter buzz is, unsurprisingly, up across the board. There is a quite astonishing sudden spike showing when the iPad was launched (at time of writing – you won’t be able to see it after a week or so as the charts move on). Interestingly the iPhone buzz seemed to drop off quite quickly but also displays a ‘dead cat bounce’, that is, a sudden short spike after the fall. The iPad does too, but the iPod less so. This implies that the iPhone and iPad are seen as more contemporary products, the iPod less so.
The iPad tweets are all about the new kid on the block – what it does, links to reviews and so on. The iPhone tweets seem to mention the iPad and iPod, indicating a middle position in people’s attitudes. The iPod tweets are much more varied, talking about music rather than the product for example, which to me implies people have got over their wonderful new kit and are concentrating on the media instead. It will be interesting to see whether iPad conversations in a year or so will similarly discuss films, music and published media in the same way.
We see the same buzz profile as for Twitter – big red spikes, mirrored across all products. This time however the iPod peaked earlier than the iPhone, although it has approximately half the amount of traffic. The iPad trumps them all, with over 20,000 posts at launch.
The blog posts are all mashed up. Everyone seems to be talking about all products, comparing and contrasting. Maybe they will polarise in future.
Again, we see a familiar buzz profile, although this time the iPad, iPhone and iPod have a similar number of mentions at their peak. The actual forum posts aren’t that great in terms of quality however – mostly anecdotal and, strangely, Japanese. Maybe time to bring out the English language filter to snip them out.
It’s always difficult knowing how to approach Apple. I sometimes wonder what their PR team actually does. I mean, can you imagine? Maybe you spend a few days in the office monitoring the buzz out there – none of which you really had to work to achieve – then go to the pub.
Of course, I don’t believe it’s that simple. But Apple is a strange beast. I’m tempted to say they really shouldn’t do anything with social media because they have such huge amounts of traffic and overwhelmingly positive sentiments. I think that, from a marketing perspective, they have to be careful not to cannibalise across the products. I’m sure they’ve considered this too. Smartarses.
But perhaps this is, as I said at the outset, a slowburner. Maybe this really is an opportunity for companies like Apple to watch what happens across social media, comparing and contrasting how different audiences behave.
For example, I was surprised to find that when looking at Bono’s twitter buzz, not only did it react much more quickly and at higher volume than other platforms – which is to be expected maybe – it was also more protracted buzz. That is, it took longer to die down than blogging or forums. I did not expect that, and I do wonder whether it’s a consistent pattern. I guess we just have to listen and learn.