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HTC successfully place consumer recommendations at the heart of their social media presence
By allowing detailed reviews to be posted on their Facebook page, HTC successfully generate constructive product discussion, as well as a very high proportion of positive recommendations for their phones.
HTC have recently launched their new range of HTC One smartphones alongside a marketing campaign, which places professional and consumer recommendations at its heart by asking them what they think of the HTC One line-up. Part of this campaign allows consumers to post reviews on the Facebook and main HTC site. WaveMetrix compared reviews of the HTC One S to responses to HTC Facebook posts.
Using human analysis, WaveMetrix is able to show that the reviews tab has created a source of detailed and positive feedback for HTC’s phones. It also leads to a very high proportion of consumers explicitly and implicitly recommending the HTC One S to others, as it is the “best phone they have ever had”, providing a powerful social media tool to encourage others to invest in HTC products.
Reviews tab leads to almost 90% of consumers to positively recommend the HTC One S:
- The HTC reviews tab successfully encourages consumers to recommend the HTC One S to others: The majority of consumers recommend the HTC One S to others either explicitly, “I highly recommend this”, or implicitly, the HTC One S “is the best phone I have ever had”
- Responses to HTC Facebook posts generate less advocacy: The proportion of consumer advocates is much lower, at under 50%
Consumers are overwhelmingly positive about the HTC One S in reviews:
- The overall response on the reviews tab is also more positive than the response to HTC Facebook posts: The reviews tab proves to be a good forum for generating positive product discussion, and, while there is a little negativity, this is inevitable with consumers unlikely to be completely satisfied with every aspect of their smartphone in today’s market