When you examine the 10 brands on this chart, you can see that RIM is the most-liked computer manufacturing brand on Facebook, with 9,449,868 likes. But when you zoom in on Dell with 997,909 likes, you will see that they have 12% fewer daily mentions than Hewlett-Packard (HP), even though HP has close to the same number of likes -- why is that?
Heardable.com reveals that Dell has strong brand equity but weaker brand advocacy than HP. At least, at this point in time.
The point of discussing these findings is to show how two or more data points, in context, can reveal something entirely new.
Dell is the most liked computer maker on Facebook. This is true.
Dell is the most liked computer maker on Facebook on the surface, but HP has developed a passionate fan base that is talking about and advocating the brand across social media, in huge numbers relative to their fan base, which is a powerful indictor that the brand is resonating with consumers more than Dell right now.
Is something going on in the marketplace that’s triggering this surge in chatter for HP?
Did HP launch a new product or advertising campaign?
Did they receive a recent a celebrity endorsement or launch a new social media marketing campaign?
If this growth trajectory continues unabated, how many more months will it take for HP to surpass Dell as the top computer manufacturing brand on Facebook?
Heardable knows the the answer.
Contextual brand intelligence = actionable insights.