Find out more at: http://www.brand24.net Recently HTC has struggled with some financial problems. Its first quarter earnings has been the lowest in company's history and further months has not brought satisfactory results despite a wide appeal of flagship smartphone HTC One. Also decreasing market shares, salary cuts and staff departures did not help the company’s outlook. Therefore, the HTC does not bum around lately. In August they released $12 Million Campaign with Robert Downey Jr. who expands in the ad the abbreviation of HTC. Moreover, on 19th of August they launched HTC One Mini – smaller version for those who find the original One too bulky. Has this activity been effective? This report presents how social media users have reacted lately to the new campaign.

2. HTC
Introduction
Recently HTC has struggled with some financial problems. Its first quarter earnings has been the lowest
in company's history and further months has not brought satisfactory results despite a wide appeal of
flagship smartphone HTC One. Also decreasing market shares, salary cuts and staff departures did not
help the company’s outlook. Therefore, the HTC does not bum around lately.
In August they released $12 Million Campaign with Robert Downey Jr. who expands in the ad the
abbreviation of HTC. Moreover, on 19th of August they launched HTC One Mini – smaller version for
those who find the original One too bulky. Has this activity been effective? This report presents how
social media users have reacted lately to the new campaign.

3. HTC
Analysis introduction
This report is based on the analysis of
data from Internet monitoring and
includes 28697 mentions concerning
brand HTC. Results were gathered
between 23rd and 27th of August
2013 from over 500 domains and
subdomains. The most popular source
of mentions was Twitter, which
generated 21862 comments (76,1%).

4. HTC
Contents’ categories
Almost one third of comments incude
review and informations about diffrent
HTC devices. Opinions about the brand
make up 14% of all mentions. In 7%
results users juxtaposed HTC with other
smarphones and most popular were
Iphone and Samsung Galaxy S4. In
those comparisons HTC devices went
well – about 80% users prefer them to
other brands’ phones.
Review
24%
Opinions about HTC
14%
Buying a
smarphone
10%
Comparison between
HTC and other
smartphones
7%
Accessories
6%
Tips & advice
6%
Selling a smartphone
5%
New commercial
4%
Others
24%

5. HTC
Sentiment of opinions
The graph below presents sentiment of opinions divided into contents’ categories. Positive
mentions make up 87% all opinions. The biggest number of negative opinions in relation to
positive ones concern a new commercial, wchich did not appeal to every viewer.
0% 10% 20% 30% 40% 50% 60%
Brand HTC and its devices
New commercial
Purchasing HTC smartphone
Comparison to other phones
Accessories
Others
Positive
Negative

6. HTC
Buying HTC smarphone
About 5% users declared their desire to have a
new smatrphone by HTC or willingness to buy one.
They are classified in three grous: those who just
want to have one (14%), those who claim they will
buy one (63%) and those who hesitate between
HTC and other smartphones to purchase (24%).
Want to have
13%
Definitely buy
63%
Hesitate which
smartphone
choose
24%

7. HTC
What does HTC stand for?
In the new HTC commercial Robert Downey Jr.explains what does the abbreviation HTC means. The
ad was very appealing to the Intentet uses who also shared with their ideas what HTC stands for.
Here are some examples:
„High Tech Computers” „Hyperbolic Time Chamber”
„Horrendous Television Commercial” „Harold The Cow”
„Harold TheCow Byers”„Hipster Telephone Company”
„Hairy Talking Crocodiles” „Happy Troll Crab”

8. Sample mentions
HTC

9. positive
HTC

10. positive
HTC

11. positive
HTC

12. negative
HTC

13. An Overview of the Analysis Tool

15. About
Brand24.
Brand24 is a powerful, yet affordable tool
for real-time social media monitoring and
analytics. Designed to keep track of
online conversations about your brand
and products. Brand24 collects real-time
social data from millions of sources.
Our web-based dashboard provides
actionable customer insights, email
alerts, influencer analysis, automated &
customized PDF reports, infographics
and many more. Brand24 allows you to
measure key metrics around buzz and
sentiment.

16. Awards & Achievements

17. Brand24
Social Media Monitoring
Natalia Chrzanowska
natalia.chrzanowska@brand24.net
Mike Sadowski
mike@brand24.net
Twitter@SocialMemos
wwww.brand24.net
facebook.com/brand24
twitter.com/brand24app
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