INFLUENCER RANKING REPORT Prepared by WE Studio D, Insight & Analytics, 2013
CONTENTS Executive Summary
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Influencer Ranking Top 20 Influencers’ Profile
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Seven Habits of Highly Effective Communication Methodology 41 Glossary About the Authors
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Executive Summary G
iven the highly competitive nature of the semiconductor industry, conversations on companies and the sector are taking place around the world. To gain the mindshare of customers and prospects, potential partners and the industry, it is essential to understand the most influential platforms and individuals, through which to deliver our global storytelling strategy. Presence in the right places will ultimately raise awareness of MediaTek, shift customer perceptions, drive sales and positively impact the share price. This report analyzed content across 41 of the leading English speaking platforms globally, that cover technology and general news. The research conducted identifies stories written about the semiconductor industry in technology, news and APAC outlets and looks at how these articles resonate with readers. The study shows that where news outlets boast higher circulation and readership, and APAC outlets tend to publish more frequently on MediaTek (mainly due to it 1. being an Asian brand), it is tech outlets that are Product stories rather than industry actually the most influential for semiconductor stories, drive greater engagement and companies, including MediaTek. shareability with readers The platforms were evaluated according to four key metrics; Reach, Amplification, Engagement and Content Relevance (see glossary of terms). Based on the 100+ semiconductor related stories curated by the team, the following three key insights surfaced through the research:
Articles written about chipsets or new devices with chipsets mentioned, attracted far more comments and shares than stories written from an industry viewpoint, such as financial results of semiconductor companies. To further illustrate the shareability of product focused stories, articles that feature side-by-side comparisons of competitor products garnered the most discussion and comments on the host website, while an impactful product announcement was most amplified over Twitter.
2. Stories in business publications are key to driving widespread coverage to a broader audience Top tier business publications like New York Times, Reuters and Forbes are key influential outlets due to their extensive reach both offline and online. However, their stories are more focused on company profiles and industry trends rather than product news. TechCrunch for example, bridges the gap between both the tech community and the broader business audience. Its stories are more focused on technology and the impact it has on the wider marketplace. The reach of the business technology influencers, combined with their highly regarded credibility makes them very influential and priority targets for MediaTek moving forward.
3. Social media presence is a key driver behind the influence of outlets While APAC outlets and industry analysts have featured in the top 20 ranking under ’Content Relevance’, they have struggled to make an impression in other categorical rankings. Although these outlets have published a significant amount of semiconductor-related stories, factors such as smaller readership and social media following, has led to their absence from the overall top 20 ranking, most noticeably in reach and amplification.
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Influencer Ranking
04
Key Observations Product centric stories tend to be the main coverage drivers in tech outlets
Business stories engage a broader audience with their extensive reach, even though amplification is not as extensive
The most influential outlets have proved to be tech outlets
Stories in tech outlets are more likely to be shared or amplified than stories in business press
The majority of the top 20 outlets are NA based. However, due to MediaTek’s HQ located in Taiwan, field journalists from these publications have been included to ensure an engagement strategy that includes both regional, and central editorial decision makers
IDC is the only analyst house to make it into the top 20 most influential outlets. This is due to articles containing quotes from research outlets attracting very little engagement or amplification
Twitter is the most favored channel through which coverage collected in this study was shared or amplified
Although analyst and APAC-based outlets have published a significant amount of semiconductor-related stories, articles from these outlets have struggled to gain traction among online readers. This is attributed to the outlets’ lower reach and social media following as compared to news and tech outlets
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Top 20 Most Influential Outlets 1
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Snapshot Of Top 20 Influential Outlets Overall Influence Ranking TechCrunch WIRED CNET PCMag.com New York Times Wall Street Journal Mashable Engadget ZDNet GigaOM PC World The Verge Reuters EETimes Bloomberg BusinessWeek PhoneArena Forbes CNBC IDC AndroidAuthority
The majority of the top 20 outlets are in the technology category, and predominantly publish news related stories regarding the semiconductor industry. These typically appear as standalone product announcements or mention chipsets in new device reviews. This is reflected with technology outlets taking 12 of the top 20 places in the influencer ranking. TechCrunch is the most influential outlet based on the criteria. However, its articles are more focused on the impact technology has on the market, as opposed to featuring standalone product news. Interestingly, top tier business publications like Bloomberg BusinessWeek and Forbes are still key influential outlets due to their extensive reach and stories focusing on seminconductor company profiles, and industry trends. Surprisingly, neither PhoneArena nor Android Authority is known to possess the same mainstream appeal as other popular outlets, such as AllThingsD or Financial Times. However, they have proved to be more influential platforms for the semiconductor market. Several notable top tier outlets such as AllThingsD, The Economist and BBC were unable to stake a claim in the top 20 ranking due to either producing few semiconductor related stories, or garnering a low amount of comments and shares among readers.
07
Outlet Ranking By Reach – Top 20 Rank for Reach New York Times Wall Street Journal BBC CNET Mashable Forbes Reuters TechCrunch The Economist USA Today WIRED CNBC Engadget Financial Times IDC ComputerWorld Forrester Bloomberg BusinessWeek The Verge PC World
By simply looking at the top 20 outlets with the most reach, we can easily gather that news sites have higher readership, or views, than technology outlets. This is attributed to the large and diverse audience to which news outlets cater, while technology outlets are visited by a more focused, target group. With a high number of unique visitors and highest number of Twitter followers among all outlets in this study, The New York Times claims the top spot for reach. The likes of BBC and The Economist have a higher social media following (Facebook fans and Twitter followers) than most of the outlets in this study, in turn contributing to their high reach. However, there has been a lack of relevant semiconductor stories and mentions from these outlets, attributing to their surprisingly low position in the overall influence ranking. Despite having a lower social media following than Gartner and Forrester, IDC has interestingly received more unique visitors to its website than the other analyst outlets in this study.
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Outlet Ranking By Amplification – Top 20 Rank for Amplifica0on Mashable New York Times Engadget TechCrunch CNET GigaOM The Economist WIRED BBC The Verge AndroidAuthority PhoneArena Reuters PCMag.com ZDNet
Tech outlets have performed better than news outlets in amplifying semiconductor related stories, with online readers preferring to share articles from these outlets via Twitter. Mashable’s technology announcement stories, such as MediaTek’s launch of its first quad-core processor, resonated deeply with online readers and recorded over 1000 tweets, more than any other semiconductor-related story. Ovum performed notably better than other analysts, such as IDC and Gartner, under the amplification category. This can be attributed to a ZDNet article about Ovum’s forecast for the mobile chipset market, which surprisingly garnered more amplification than other analyst houses’ articles published in top tier outlets, such as Bloomberg and New York Times. While not attracting the same volume of amplification for its stories as other popular outlets, SlashGear makes it onto this list with its stories being retweeted 43 times on average.
PC World Wall Street Journal Ovum Bloomberg BusinessWeek SlashGear
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Outlet Ranking By Engagement – Top 20 Rank for Engagement The Verge EETimes Engadget WIRED PhoneArena GigaOM CNET ZDNet PCMag.com AndroidAuthority IDC SlashGear Mashable TechCrunch CNBC AllThingsD
The Verge generated the highest average number of comments from online readers where chipsets were mentioned as part of a new device story. Whereas readers of tech outlets such as Engadget and CNET, have been posting questions about chipsets and making comparisons between different models. Mobile platforms such as PhoneArena and Android Authority have actually been more successful than tech heavyweights such as TechCrunch and Mashable in attracting online comments. Unlike the North American tech and news outlets, the APAC outlets included in this study, such as Taipei Times and China Post, have struggled to attract comments for their semiconductor-related articles. As a result, none of the APAC focused outlets have been able to make an impression under the engagement category.
PC World Wall Street Journal Financial Times Bloomberg BusinessWeek
10
Outlet Ranking By Relevance – Top 20 Rank for Content Relevance TechCrunch PCMag.com Solid State Technology Reuters IT Pro Portal New York Times EETimes Forbes PC World CBmes Bloomberg BusinessWeek Wall Street Journal WIRED EETAsia ZDNet Bernstein ComputerWorld CCS Insight Forrester
Unlike the engagement, amplification and reach categories, the top 20 ranked outlets for content relevance mainly comprised research and Asian based outlets – largely because MediaTek is a public company in Taiwan. Several outlets that were unable to break into the top 20 rankings for engagement, amplification and reach have actually fared well under content relevance – most notably Solid State Technology, Bernstein, CTimes, Digi Times and EET Asia. While these outlets have been publishing semiconductor related stories, their smaller readership and low amplification of their articles impede them from featuring in the top 20 rankings in other categories. Tech Crunch’s top spot in this category is attributed to an article that was written about the mobile chip battle heating up between the various semiconductor players, which subsequently recorded the most number of mentions relevant to the semiconductor industry.
DigiTimes
11
Influencer Profiles
12
TechCrunch TechCrunch is a leading technology media property, dedicated to obsessively profiling startups, reviewing new Internet products, and breaking tech news.
MOBILE WRITER
Chris Velazco is a mobile enthusiast and writer who studied English and Marketing at Rutgers University. Once upon a time, he was the news intern for MobileCrunch, and in between posts, he worked in wireless sales at Best Buy.
NORTH AMERICA
Some topics Chris tweets about:
Chris Velazo
73,115
followers
3,417
followers KLOUT SCORE
62
IMPACT SCORE
1.5
NO OF INDUSTRY ARTICLES OVER LAST 3 MONTHS
2
Mobile devices, technology and sales
Engagement Strategy Storylines Disrupting the marketplace through an innovative business model: bringing high-end technology such as LTE to the mainstream.
Content Requirements Business financials, industry trend. Won’t cover product news. Business focused.
Engagement To Date MediaTek reached out to Chris during the big.LITTLE launch but did not hear back.
Ongoing Engagement Recommendations Contact for broader MediaTek business story - LTE product plus news packaged together to show market impact.
13
WIRED Wired (stylized as WIRED) is a full-color monthly American magazine and online periodical, published since January 1993, that reports on how new and developing technology affects culture, the economy and politics.
SENIOR WRITER
A former senior reporter for Gizmodo, a former contributing editor to Wired magazine and a selfproclaimed ongoing media innovator. He has also contributed articles to the likes of The Awl, The Bold Italic and The SF Weekly.
NORTH AMERICA
Some topics Honan tweets about:
Mathew Honan
12,454
followers
26,548
followers KLOUT SCORE
74
IMPACT SCORE
9.8
NO OF INDUSTRY ARTICLES OVER LAST 3 MONTHS
3
Internet and web, internet censorship, security, gadgets
Engagement Strategy Storylines WIRED will be looking for broader trend stories on MediaTek tied to specific news and announcements. Content Requirements Storytelling elements such as large news items, Executive-level interview. Engagement To Date WIRED published a feature story on MediaTek’s evolution towards a global reach and its technology in allowing people in emerging markets to connect with the internet. Mat was interested in meeting with Finbarr during MT8135 briefings but could not make the schedule work.
Ongoing Engagement Recommendations Contact for broader MediaTek business story - LTE product plus news packaged together to show market impact.
14
CNET CNET is an American tech media website that publishes reviews, news, articles, blogs, and podcasts on technology and consumer electronics globally. CNET is divided into five major sections: reviews, news and blogs (News.com), downloads, CNET TV, and How To. The Review section of the site is the largest part of the site, and generates over 4,300 product and software reviews per year.
Brooke Crothers CONTRIBUTING REPORTER
Formerly a contributing reporter to the New York Times as well as an editor at The Asian Wall Street Journal Weekly. Some topics Brooke tweets about:
CNET, Technology and Business.
NORTH AMERICA
4,102
followers
2
Engagement Strategy Storylines Mobile-focused, products reviews.
people in circle KLOUT SCORE
49
IMPACT SCORE
0.9
NO OF INDUSTRY ARTICLES OVER LAST 3 MONTHS
3
Content Requirements Hard news, images and/or video, demo, Finbarr interview.
Engagement To Date We had an educational briefing with Brooke in February 2013.
Ongoing Engagement Recommendations Educate Brooke and inform him of MediaTek’s strengths and competitive position in the smart phone market. We also recommend seeding him a prototype smartphone to review too.
15
CNET CNET is an American tech media website that publishes reviews, news, articles, blogs, and podcasts on technology and consumer electronics globally. CNET is divided into five major sections: reviews, news and blogs (News.com), downloads, CNET TV, and How To. The Review section of the site is the largest part of the site, and generates over 4,300 product and software reviews per year.
Aloysius Low
CNETASIA SENIOR WRITER ASIA PACIFIC
14
Aloysius Low is a Senior Writer at CNET Asia and covers all things mobile. A former World of Warcraft addict, he now dabbles in social media to stave off the withdrawal symptoms. As a lover of all things furry, he’s also the unfortunate slave/minion of two adorable cats. Some topics Aloysius tweets about:
Technology, mobile software, smartphone, Asia, China
Engagement Strategy
followers
2,285
Storylines Mobile-focused, product reviews.
followers KLOUT SCORE
59
IMPACT SCORE
0.8
NO OF INDUSTRY ARTICLES OVER LAST 3 MONTHS
4
Content Requirements Product news, partner included, Asia consumer angle, images, videos.
Engagement To Date No engagement to date.
Ongoing Engagement Recommendations WE to secure an educational meeting with Alysius to raise his awareness of MediaTek’s strategy and products to secure interest in future announcements.
16
The New York Times The New York Times (or NYT) is an American daily newspaper, founded and continuously published in New York City since September 18, 1851. It has won 112 Pulitzer Prizes, more than any other news organization. Its website is America’s most popular news site, receiving more than 30 million unique visitors per month.
Quentin Hardy DEPUTY TECH EDITOR
NORTH AMERICA
73,272
followers
10,157
followers
253
people in circle
Apart from being a former executive editor at Forbes, Quentin had spent 13+ years in Asia, including stints as a Singapore-based international bookseller and a market correspondent for the Asian Wall Street Journal . Some topics Quentin tweets about:
Technology, Mobile Payment, mobile commerce and the tech industry.
Engagement Strategy Storylines High-level tech focused stories, big US-focused news.
Content Requirements Hard news, possible exclusive, C-level interview.
KLOUT SCORE
66
IMPACT SCORE
2.2
Engagement To Date No engagement to date. However NYT already published a story on MTK and the APAC based tech writer is interested in meeting with MTK for future piece. Ongoing Engagement Recommendations WE suggest prioritizing Quentin with a groundbreaking or industry-changing product release. We must provide him big news. In the meantime, secure an educational meeting/phone call to speak about MediaTek’s strategy and U.S. emergence.
17
PCMag PCMag is a leading authority on technology, delivering Labs-based, independent reviews of the latest products and services.
Sascha Segan
LEAD MOBILE ANALYST NORTH AMERICA
26,548
followers
499
Sascha has been reviewing mobile phones and ancillary gadgets for nearly five years at PCMag. He is also a columnist and often speaks in mass media on issues related to mobile phones. Some topics Sascha tweets about:
Android, Blogging, Business, Mobile Devices and Technology
Engagement Strategy Storylines Performance focused, product focused news announcements.
people in circle
500+
connections
Content Requirements Timely news hook, images and/or video, product spokesperson.
KLOUT SCORE
66
IMPACT SCORE
3.2
NO OF INDUSTRY ARTICLES OVER LAST 3 MONTHS
3
Engagement To Date MediaTek was set to pre-brief PCMag.com for the big.LITTLE announcement, but the meeting was cancelled due to a family emergency. The site still reported on the news. Ongoing Engagement Recommendations Continue to offer pre-brief opportunities with a product spokesperson. Also extend an invite for the Octa-Core launch to continue to build the relationship.
18
Wall Street Journal The Wall Street Journal Online was launched in 1996 as a complement to the already existing print newspaper, which specially emphasised on business and economic news. In 2007, it was believed to be the largest paid-subscription news site on the Web, with 980,000 paid subscribers. Since then, online subscribership has fallen, due in part to rising subscription costs and was reported at 400,000 in March 2010. In 2007, the Journal launched a worldwide expansion of its website to include foreign-language editions.
Don Clark
DEPUTY BUREAU CHIEF
NORTH AMERICA
Don Clark joined The Wall Street Journal in 1993, and serves as an editor and reporter in the San Francisco bureau. He has covered technology since 1980, currently focusing for the Journal on semiconductors and component companies. He is also interested in startups and in intellectual property and antitrust issues. Some topics Don tweets about:
Business, technology and silicon valley
6,031
followers
12
people in circle KLOUT SCORE
47
IMPACT SCORE
0.1
NO OF INDUSTRY ARTICLES OVER LAST 3 MONTHS
9
Engagement Strategy Storylines Corporate rebranding story: Disrupting the marketplace through an innovative business model. Content Requirements Executive-level interview ahead of corporate announcements. News needs to have NA relevance. Engagement To Date Don interviewed Johan Lodenius at CES as an educational session for WSJ. He has spoken with Finbarr on multiple occasions, most recently interviewing him ahead of Apple’s most recent earnings announcement. Ongoing Engagement Recommendations Recommendations including the continued casual engagement each time MediaTek has relevant news in the US. Additionally, WE suggests offering a possible exclusive for the LTE/Octa-Core news in October. (WSJ in the US is understaffed and doesn’t have time to publish long feature stories. Would be best to target WSJ Asia for feature stories).
19
Wall Street Journal The Wall Street Journal Online was launched in 1996 as a complement to the already existing print newspaper, which specially emphasised on business and economic news. In 2007, it was believed to be the largest paid-subscription news site on the Web, with 980,000 paid subscribers. Since then, online subscribership has fallen, due in part to rising subscription costs and was reported at 400,000 in March 2010. In 2007, the Journal launched a worldwide expansion of its website to include foreign-language editions.
Lorraine Luk REPORTER, TAIWAN ASIA PACIFIC
28 Likes 5,855
Lorraine Luk writes about technology from The Wall Street Journal’s Taipei Bureau. Her coverage areas include companies such as Foxconn, HTC and Apple’s key component suppliers Some topics Lorraine tweets about:
Consumer Electronics and world news
Engagement Strategy Storylines Lorraine writes largely about the telecom and mobile industry and has been very interested in mobile and chip companies in from Asia.
followers KLOUT SCORE
Content Requirements C-Level interview, Asia news angle.
IMPACT SCORE
Engagement To Date Lorraine’s colleague, Paul Mozur, has previously written about MediaTek, with the focus on its low end strategy.
26 0
NO OF INDUSTRY ARTICLES OVER LAST 3 MONTHS
2
Ongoing Engagement Recommendations WE to secure an educational meeting with Lorraine in Taiwan on MediaTek’s strategy.
20
Mashable Mashable is one of the leading sources for news, information & resources for the connected generations. Mashable reports on the importance of digital innovation and how it empowers and inspires people around the world. Founded in 2005, Mashable is headquartered in New York City with an office in San Francisco.
Emily Price TECH REPORTER
NORTH AMERICA
Emily is a Tech Reporter for Mashable, where she covers apps, gadgets and news from the San Francisco office. Before joining Mashable she was the Mobile Editor at Tecca, and contributor to the Today@ PC World blog. Her work has appeared on a number of sites including Reuters, Macworld, Business Insider, and USA Today. Some topics Emily tweets about:
smartphones, apps and startups
10,381
followers
48
Engagement Strategy Storylines Consumer focused product stories.
people in circle KLOUT SCORE
66
IMPACT SCORE
4.8
NO OF INDUSTRY ARTICLES OVER LAST 3 MONTHS
2
Content Requirements Consumer angle, not too technical, consumer-friendly video content.
Engagement To Date MediaTek met with Emily at CES 2013, but she has not shown interest since.
Ongoing Engagement Recommendations Emily will be a strong contact for partner news. Her technical experience will help to secure MediaTek mentions in partner device coverage.
21
Engadget Engadget is a news, reviews and opinion outlet with obsessive coverage of cutting edge gadgets, consumer electronics and the science and technology they’re built upon. Launched in March of 2004 as a web property, Engadget has since expanded to cover mobile devices and live events through video and photography in addition to the written word.
Myriam Joire
SENIOR MOBILE EDITOR
Myriam made the switch to write about mobile technology after spending years in the video game industry. In addition to being a senior mobile editor at Engadget, Myriam is also a co-host of the Engadget podcast.
NORTH AMERICA
Some topics Myriam tweets about:
983
friends
9,994
followers
347
people in circle KLOUT SCORE
69
software development, mobile applications, Samsung group.
Engagement Strategy Storylines Product news, semiconductor advancements, reviews, partner announcements, overall mobile industry news. Content Requirements Possible exclusive, product announcements, spokesperson interview. Engagement To Date Myriam interviewed Finbarr Moynihan in-person for December’s Quad Core launch. Additionally, Myriam has been receptive to all other MediaTek news and has written or assigned a writer to each story.
IMPACT SCORE
2.2
NO OF INDUSTRY ARTICLES OVER LAST 3 MONTHS
3
Ongoing Engagement Recommendations Actively keep her abreast of MediaTek mobile announcements and brief her when executives are in town. Possibly giving her an exclusive or sneak peek into future mobile chip announcements. We suggest giving Myriam some sort of future exclusive or handson with a LTE device for performance comparison purposes.
22
ZDNet ZDNet brings together the reach of global and the depth of local, delivering 24/7 news coverage and analysis on the trends, technologies and opportunities that matter to IT professionals and decision makers. ZDNet is the destination for professionals seeking to research technology-related issues, and solve business technology problems.
Matthew Miller CONTRIBUTING WRITER
NORTH AMERICA
6,466
Matthew Miller is a professional naval architect as well as a mobile tech writer for ZDNet. Some topics Matthew tweets about:
Android, smartphones and ZDNet.
Engagement Strategy
followers
161
Storylines Mobile focused coverage on product and partner announcements.
people in circle KLOUT SCORE
62
IMPACT SCORE
1.7
NO OF INDUSTRY ARTICLES OVER LAST 3 MONTHS
3
Requirements Images and executive quote.
Engagement To Date No engagement to date.
Ongoing Engagement Recommendations Invite Matt to Octa-Core launch to start a relationship.
23
ZDNet ZDNet brings together the reach of global and the depth of local, delivering 24/7 news coverage and analysis on the trends, technologies and opportunities that matter to IT professionals and decision makers. ZDNet is the destination for professionals seeking to research technology-related issues, and solve business technology problems.
Ryan Huang
ASIA EDITOR , SINGAPORE
A former senior reporter for Gizmodo, a former contributing editor to Wired magazine and a selfproclaimed ongoing media innovator. He has also contributed articles to the likes of The Awl, The Bold Italic and The SF Weekly.
ASIA PACIFIC
Some topics Ryan tweets about:
770
Internet and web, internet censorship, security, gadgets
Engagement Strategy
followers
27
people in circle KLOUT SCORE
44
IMPACT SCORE
0.3
NO OF INDUSTRY ARTICLES OVER LAST 3 MONTHS
2
Storylines Asia-focused tech industry trends, business news, partner news.
Content Requirements Interview with Asia-based C-Level spokesperson, timely tech news hook, financials, partner news with MTK quote.
Engagement To Date No engagement to date.
Ongoing Engagement Recommendations Invite Ryan for a briefing in line with the next piece of company/ business news. Could share the IC Ranking news to build a bigger story about the changing dynamics of the semiconductor industry. Ryan more likely to write company feature story, than the US office which is more likely to focus on product news.
24
GigaOM GigaOM began as a blog by one writer in 2006, Om Malik, and has grown into one of the most credible and insightful voices at the intersection of business and technology. Since 2006, GigaOM has grown into the leading independent voice on emerging technologies and the disruption of media. The GigaOM news network’s online audience of 5.5 million monthly unique readers relies on its definitive coverage of cloud, mobile, cleantech, consumer web and media.
Kevin C. Tofel SENIOR WRITER
NORTH AMERICA
10,661
followers
12,958
followers
53,383
people in circle
224
connections KLOUT SCORE
62
IMPACT SCORE
1.5
NO OF INDUSTRY ARTICLES OVER LAST 3 MONTHS
Kevin’s passion is in mobile technology, particularly finding new ways to use it as a consumer would, and sharing the findings with the community at large. Some topics Kevin tweets about:
Android, Google, Technology, Mobile Software, Electronics, Mobile Phones, and Social Media.
Engagement Strategy Storylines Product news, semiconductor advancements, reviews, partner announcements, overall mobile industry news.
Content Requirements Possible exclusive, product announcements, spokesperson interview.
Engagement To Date Previous contact no longer covers the mobile space. Kevin is a new writer on the topic and has yet to engage with MediaTek.
Ongoing Engagement Recommendations Secure an educational meeting with Kevin on MediaTek’s strategy and products. Continue to offer pre-brief opportunities with a product spokesperson. Also extend an invite for the Octa-Core launch to continue to build the relationship.
2
25
The Verge The Verge was founded in 2011 in partnership with Vox Media, and covers the intersection of technology, science, art, and culture. Its mission is to offer in-depth reporting and long-form feature stories, breaking news coverage, product information, and community content in a unified and cohesive manner. The site is powered by Vox Media’s Chorus platform, a modern media stack built for web-native news in the 21st century.
Chris Ziegler SENIOR EDITOR
NORTH AMERICA
31
followers
20,719
followers
12,967
connections
Chris Ziegler is a Chicago-based Senior Editor at The Verge and covers mainly about phones. During his free time, he enjoys tinkering with embedded systems, flying, motorcycling, and napping. Some topics Chris tweets about:
Android, Finance, Business, Economics, News, Politics, Society, Social issues, Smartphones and Cloud Computing.
Engagement Strategy Storylines High-level product news, semiconductor advancements, partner announcements and overall mobile industry news.
Content Requirements Timely news hook, images and/or video, product spokesperson.
KLOUT SCORE
68
IMPACT SCORE
4.9
NO OF INDUSTRY ARTICLES OVER LAST 3 MONTHS
1
Engagement To Date Chris’ colleague, Dann Berg, met with MediaTek in NYC for the big LITTLE announcement but has yet to write.
Ongoing Engagement Recommendations WE suggests focusing on Chris and Dieter moving forward and offering them an educational meeting on MediaTek’s overall mobile strategy. Also extend an invite for the Octa-Core launch to continue to build the relationship.
26
PC World PC World, stylized PCWorld, is a global computer magazine published monthly by IDG. It offers advice on various aspects of PCs and related items, the Internet, and other personal-technology products and services. In each publication, PC World reviews and tests hardware and software products from a variety of manufacturers, as well as other technology related devices such as still and video cameras, audio devices and televisions. PC World is published under other names such as PC Advisor and PC Welt in some countries. PC World’s company name is IDG Consumer & SMB, and it is headquartered in San Francisco.
Armando Rodriguez ASSISTANT EDITOR, TECHHIVE NORTH AMERICA
966
followers
140
connections KLOUT SCORE
59
INPACT SCORE
0.3
NO OF INDUSTRY ARTICLES OVER LAST 3 MONTHS
1
Armando is an Android nerd, covering both apps and phones, and a former programmer.
Engagement Strategy Storylines Most interested in details regarding product announcements, as well as the company’s plans to continue to gain presence in North America. Content Requirements Relevant mobile news, Finbarr interview. Engagement To Date Armando engaged with Finbarr shortly after CES regarding the smartphone market as well as a deeper dive into the company’s plans for 2013 and beyond.
Ongoing Engagement Recommendations Secure an educational meeting with Armando on MediaTek’s current strategy and products. Continue to offer pre-brief opportunities with a product spokesperson. Also extend an invite for the Octa-Core launch to continue to build the relationship.
27
Reuters Reuters is the leading source of actionable intelligence for millions of business professionals around the globe. Powered by Thomson Reuters, the world’s most trusted information brand, Reuters.com delivers professional-grade news, opinion and analysis, providing key decision makers their “inside edge.” Being the top news agency globally, Reuters brings you the latest news covering breaking news in business, politics, entertainment, and technology.
Jeremy Wagstaff CHIEF TECHNOLOGY CORRESPONDENT, ASIA
ASIA PACIFIC
106
followers
2,978
followers
11,454
people in circle
500+
Jeremy Wagstaff is a British journalist and technology columnist based in Singapore. Wagstaff has worked as a journalist since 1986 for the BBC, Reuters, The Wall Street Journal, and the Far Eastern Economic Review. He is also an avid musician of the post-punk rock genre.
Engagement Strategy Storylines Most interested in major product announcements where MTK brings premium specs to mainstream (democratization of tech), and the company’s plans to continue to gain market share in various markets.
Content Requirements Asia focus, CEO interview, hard news.
connections KLOUT SCORE
62
IMPACT SCORE
1.5
Engagement To Date No engagement to date.
Ongoing Engagement Recommendations Build a relationship with Jeremy so he understands more about MediaTek’s business. Need to secure educational briefing before the rebrand launch.
28
EE Times EE Times (Electronic Engineering Times) was an electronics industry magazine published in the USA by UBM Tech, a division of United Business Media. The print edition ceased with the December 2012 issue. For more than thirty years, EE Times has been the electronics industry news source for design and development engineers and technical managers. At its peak, EE Times employed a total of 30 editors, with a readership of 141,100 persons employed in engineering and technical industries. EE Times continues to produce editions both in print and online in Europe, Asia and online and digital magazine in Japan.
Junko Yoshida CHIEF INTERNATIONAL CORRESPONDENT NORTH AMERICA
995
followers
93
A former senior reporter for Gizmodo, a former contributing editor to Wired magazine and a selfproclaimed ongoing media innovator. She has also contributed articles to the likes of The Awl, The Bold Italic and The SF Weekly. Some topics Junko tweets about:
Internet and web, internet censorship, security, gadgets
Engagement Strategy Storylines Larger product announcements and technical innovations that are relevant to the overall advancement of the mobile/tablet industry.
people in circle KLOUT SCORE
46
Content Requirements Hard news, technical details, industry relevance.
Engagement To Date Junko has met with Finbarr for the quad core announcement in December as well as the recent big.LITTLE briefings.
Ongoing Engagement Recommendations Continue to share product announcements and offer interviews where possible. Invite to LTE/Octa event.
29
Bloomberg Business Week Bloomberg Business Week is a weekly business magazine published by Bloomberg L.P. It reports the latest international business news, global economic, technology and industry trends, company profiles and government policies.
Bruce Einhorn ASIA REGIONAL EDITOR
ASIA PACIFIC
107
followers
500+
Based in Hong Kong, Bruce writes about the latest news and issues in Asia. He occasionally covers the China smartphone market and mobile chips.. Some topics Bruce tweets about:
Asia, Business, China and Video Games.
Engagement Strategy Storylines Corporate story: Disrupting the marketplace through an innovative business model.
connections KLOUT SCORE
39
IMPACT SCORE
0.1
Content Requirements Chairman interview, plus supporting C-level quotes/interviews. NA angle.
Engagement To Date Bruce interviewed Finbarr in July for a feature story on MTK’s continued growth. Story now pending interview with MK in Taiwan.
Ongoing Engagement Recommendations Arrange interview with MK. Needs to be agreed on best timing for the interview - before or after Mstar acquisition so to ensure overall feature piece, not focus on merger.
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Bloomberg Business Week Bloomberg Business Week is a weekly business magazine published by Bloomberg L.P. It reports the latest international business news, global economic, technology and industry trends, company profiles and government policies.
Tim Culpan REPORTER, TAIPEI
A former senior reporter for Gizmodo, a former contributing editor to Wired magazine and a selfproclaimed ongoing media innovator. He has also contributed articles to the likes of The Awl, The Bold Italic and The SF Weekly.
ASIA PACIFIC
Some topics TIm tweets about:
13
followers
Foxconn, (Hon Hai), HTC, TSMC, Acer & thus: Apple, MSF
Engagement Strategy Storylines Mobile focused, financial focused.
381
followers KLOUT SCORE
45
IMPACT SCORE
0.1
NO OF INDUSTRY ARTICLES OVER LAST 3 MONTHS
2
Content Requirements Hard news.
Engagement To Date Tim is closely monitoring MTK’s Mstar acquisition and covered this previously. Tim tends to reach out directly to MTK for comment.
Ongoing Engagement Recommendations Tim covers MediaTek news - particularly from a news perspective and is tracking the Mstar acquisition. Build a relationship with Tim so he understands more about MTK’s business. Would need an educational briefing before the rebrand launch.
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Phone Arena PhoneArena is a leading online media covering the world of wireless technology since 2001. Its mission is to keep readers informed about the latest developments in the mobile industry, using a complete array of features and always-on, 24/7 news reporting. Aside from the tremendous amount of information brought to our users each day, PhoneArena is also home to one of the biggest and most detailed phone and tablet specification databases existing on the Internet.
Michael Heller WRITER
An Omninerd, writing for PhoneArena.com, but also enjoying worlds of games, tech, sports, film, science, literature, and comics in his spare time.
NORTH AMERICA
Some topics Michael tweets about:
7
followers
195
followers
1,268
people in circle
Smartphones, technology and engineering
Engagement Strategy Storylines Mobile focused, most interested in obtaining materials for product announcements under embargo.
Content Requirements Materials under embargo, images and/or video.
KLOUT SCORE
55
Engagement To Date No engagement to date.
IMPACT SCORE
0.1
NO OF INDUSTRY ARTICLES OVER LAST 3 MONTHS
3
Ongoing Engagement Recommendations Offer Octa-Core information (press release and images) under embargo to secure coverage at launch. Continue the relationship moving forward.
32
Forbes Forbes.com, home page for the world’s business leaders and the No. 1 business news source in the world, is among the most trusted resources for senior business executives, providing them the real-time reporting, uncompromising commentary, concise analysis, relevant tools and community they need to succeed at work, profit from investing and have fun with the rewards of winning.
Jim Handy
INDUSTRY ANALYST NORTH AMERICA
NO OF INDUSTRY ARTICLES OVER LAST 3 MONTHS
5
Jim is a semiconductor analyst with a long history in the industry, having worked at major semiconductor manufacturers (Intel, National Semiconductor, and Infineon) and analyzed the market as one of its most visible analysts at Dataquest, Gartner, and Objective Analysis. He is a “Leader” (top 4%) with the Gerson Lehrman Group’s Councils of Experts, an author and patent holder in semiconductor technology.
Engagement Strategy Storylines High-level product news, semiconductor advancements, partner announcements and overall mobile industry news
Content Requirements Exec quotes, business news story, major product news with mainstream impact. Consumer-friendly videos/images
Engagement To Date No engagement to date.
Ongoing Engagement Recommendations Build a relationship with Jim so he understands more about MediaTek’s business and disruptive force. Need to secure educational briefing before the Octa-Core/LTE launch.
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Forbes Forbes.com, home page for the world’s business leaders and the No. 1 business news source in the world, is among the most trusted resources for senior business executives, providing them the real-time reporting, uncompromising commentary, concise analysis, relevant tools and community they need to succeed at work, profit from investing and have fun with the rewards of winning.
Parmy Olson WRITER
NORTH AMERICA
1,602
friends
7,022
followers
16
people in circle
Parmy Olson is a Forbes’ writer covering agitators and innovators in mobile industry from smartphone to mobile apps and games, to social network. Tech giants like Google, Samsung, Apple and Facebook are her regularly reported enterprises. She is also the author of the book We Are Anonymous: Inside the Hacker World of LulzSec, Anonymous and the Global Cyber Insurgency, which The New York Times called a “lively, startling book that reads as ‘The Social Network’ for group hackers”.
Engagement Strategy Storylines Parmy covers agitators and innovators in mobile technology. Company profile story focusing on business model of democratizing technology, tied to major product launch such as LTE.
Content Requirements Exec quotes, business news story, major product news with mainstream impact. Consumer-friendly videos/images.
KLOUT SCORE
62
Engagement To Date No engagement to date.
IMPACT SCORE
0.6
NO OF INDUSTRY ARTICLES OVER LAST 3 MONTHS
1
Ongoing Engagement Recommendations Build a relationship with Parmy so she understands more about MediaTek’s business and disruptive force. Need to secure educational briefing before the rebrand launch.
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CNBC CNBC is the recognized world leader in business news and provides real-time financial market coverage and business information to approximately 390 million homes worldwide. CNBC also provides daily business updates to 400 million households across China. CNBC also has a vast portfolio of digital products which deliver real-time financial market news and information across a variety of platforms.
Penny Chen
GUEST ASSIGNMENT DESK CNBC BROADCAST ASIA PACIFIC
265
connections
Penny Chen is currently attached to the Guest Assignment Desk at CNBC Asia and was formerly an assistant producer for CNBC’s Cash Flow. Penny is currently based in Singapore and attained her Masters in Communication and Information from Nanyang Technological University.
Engagement Strategy Storylines Taiwan focused business stories, comment on broader technology trends, high level product news with Asia angle.
Content Requirements In studio interview with Asia-based C-Level spokesperson, timely tech news hook, financials.
Engagement To Date Previously expressed interest in a profile story on MediaTek for a Squawk Box segment focused on Taiwanese technology companies. MediaTek declined the interview due to short notice. Ongoing EngagementRecommendations Continue to be keep Penny across major MediaTek announcements and offer spokespeople for interview when in Singapore.
35
IDC International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications and consumer technology markets. IDC helps IT professionals, business executives, and the investment community make fact-based decisions on technology purchases and business strategy. More than 1000 IDC analysts provide global, regional, and local expertise on technology and industry opportunities and trends in over 110 countries worldwide
Wong Teck Zhung SENIOR MARKET RESEARCH ANALYST
ASIA PACIFIC
73,115
followers
3,417
followers KLOUT SCORE
44
IMPACT SCORE
0.3
NO OF INDUSTRY ARTICLES OVER LAST 3 MONTHS
3
Wong Teck Zhung is a Senior Market Analyst with IDC’s APAC Client Devices Group. He is involved in building IDC’s successful research tracker programs and producing core market data used across all of IDC’s APAC research reports and consulting projects. Based in Singapore, Teck Zhung focuses on the APAC Mobile Phone Tracker research and the APAC Mobile Devices CIS program. In these areas, he is responsible for sizing and forecasting the smartphone and mobile phone markets on a quarterly basis, examining competitive and end-user trends.
Engagement Strategy Storylines High-level product news, semiconductor advancements, partner announcements and overall business news that may impact the industry.
Content Requirements Business financials, product strategy and business focus.
Engagement To Date No engagement to date.
Ongoing Engagement Recommendations Arrange one on one briefing with C-Level in Taiwan, or phone, before Octa/LTE launch.
36
Andriod Authority Android Authority is an established, independent voice that covers the latest Android news, Android phone reviews, Android tablet reviews, how-to’s, and other news related to the world of Android. Android Authority critically examine the business of Android, game changing rumors in the supply line, and also works to provide accurate guides that enable people make the most of their Android devices by showing them how to unlock exciting features contained within.
Andrew Grush WRITER
NORTH AMERICA
523
people in circle NO OF INDUSTRY ARTICLES OVER LAST 3 MONTHS
5
Andrew Grush is a full-time freelance writer and blogger - primarily in the mobile tech industry. Andrew is very excited to be part of AndroidAuthority.com and is dedicated to providing the latest and greatest industry news possible. Andrew is based in Iowa, USA
Engagement Strategy Storylines Andrew will be interested in any and all content directly related to the Android ecosystem.
Content Requirements Product news that has an Android slant.
Engagement To Date No engagement to date.
Ongoing Engagement Recommendations Reach out to Andrew with partner announcements. Offer product demos comparing MediaTek’s performance to competitors.
37
Andriod Authority Android Authority is an established, independent voice that covers the latest Android news, Android phone reviews, Android tablet reviews, how-to’s, and other news related to the world of Android. Android Authority critically examine the business of Android, game changing rumors in the supply line, and also works to provide accurate guides that enable people make the most of their Android devices by showing them how to unlock exciting features contained within.
Randy Khoo WRITER
NORTH AMERICA
1,602
friends
7,022
Randy Khoo is a writer in Malaysia with a background in Advertising and Marketing. He speaks (and writes) his mind and is not afraid of providing readers with a different perspective to issues related to the mobile space.
Engagement Strategy Storylines Randy covers Android product related news.
followers
16
people in circle
Content Requirements Product news that has an Android and local Asian impact angle.
KLOUT SCORE
55
IMPACT SCORE
Engagement To Date No engagement to date.
0
NO OF INDUSTRY ARTICLES OVER LAST 3 MONTHS
1
Ongoing Engagement Recommendations Reach out to Randy with partner announcements. Offer product demos comparing MediaTek’s performance to competitors.
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Seven Habits of Highly Effective Communication 1. Expanding our reach to new targets The outlets situated in the top half of the overall influence ranking but that rank fairly low on the content relevance present the key opportunities for MediaTek - they are highly influential within the semiconductor domain but are publishing very few MediaTek stories. These outlets include The Verge, Wall Street Journal and ZDNet and represent an opportunity for MediaTek to gain more meaningful and influential coverage. In addition, while analysts were not necessarily in top 20 they consistently appear within the individual metrics. We therefore need to ensure we are engaging them ahead of our key news to help support our stories and reinforce key messages.
2. Storytelling and tailoring our stories to the right outlets We need to be able to provide different outlets with different story angles including different supporting data and comments. For example Mashable will only cover news from a consumer perspective – so we need to target them specifically with new device announcements and consumer insight. TechCrunch and ZDNet want bigger stories talking about the impact of technology so providing them with data around how a new product is opening up a market for device manufacturers and operators will be key. Whereas Engadget and CNet will cover standard product news announcements.
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3. Building engagement across different platforms To maximize our efforts we need tactics for outlets that rank highly in terms of engagement. The readers of these outlets are highly involved in the industry and with stories they become key targets for MediaTek’s owned social platforms such as Twitter and the newsroom or community.
4. Being part of the bigger product stories for the tech outlets To ensure we are maximizing the habits of readers to comment and share news we need to ensure we continue to focus on being a key part of new device stories. This means a strong relationship with customers and partners to jointly announce new devices and solutions is key to driving this type of coverage.
5. Establishing a point of view for the technology business outlets/influencers We need to be confident and vocal in providing additional comments on product and technology in the semiconductor space to increase the ability for MediaTek to be quoted as part of articles that are not just about MediaTek’s product announcements.
6. More regular engagement strategy We need a more regular engagement strategy across both NA and APAC with different spokespeople to ensure key influencers understand MediaTek’s strategy and ongoing developments. This will ensure outlets not only cover MediaTek’s news announcements as product stories or in the context of the wider impact it is having in the markets, but spokespeople are top of mind for commentary on latest industry news announcements.
7. Increasing executive spokespeople and availability The tier 1 business publications and broadcast channels like CNBC are only going to be interested in speaking to MK. Many of these are also based in North America and won’t travel. While we have the APAC stringers we do need to think about how to leverage other senior executives to educate and build relationships. Showing breadth in the leadership team with MK’s vision increase the opportunities to engage with media, drive coverage and build strong relationships. We therefore recommend a series of media coaching in Taiwan to ensure the executive team is confident and able to articulate the stories we are driving to these outlets.
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Methodology A total of 41 outlets, comprising a mix of tech, news, APAC outlets and industry analysts, were included in this study. Top tier news and technology outlets ranging from Bloomberg, Wall Street Journal, TechCrunch and CNET, to APAC based outlets such as Digi Times and EETAsia were included in this study. The outlets selected allowed us to not only understand how semiconductor stories are narrated across the different mediums, but also identify which outlets have been more influential in gaining traction when publishing semiconductor stories through social media channels. This influencer ranking study comprised 140 English online media news stories pertaining to the semiconductor industry. Semiconductor companies that were mentioned in the gathered coverage included the likes of MediaTek, Qualcomm, Intel, Samsung, TSMC and NVidia. Only articles that focused on the semiconductor industry or companies were included in this study. This ensures that only top tier, targeted stories dedicated to the semiconductor industry are included in our research. All coverage was collected from Factiva and via dedicated search engine searches. Additionally, select top tier media outlets and articles were also flagged for inclusion by MediaTek. Semiconductor articles captured in this study were derived from primarily English speaking platforms and tech writers from around the globe. However, a small amount of non-English articles were also captured, such as Taiwanese articles from Digitimes. Based on the articles identified from each outlet, all 41 outlets were ranked under each of the four sub-metrics adopted in this study - Reach, Amplification, Engagement and Content Relevance. The average ranking score attained from all four metrics was used to determine the overall influence ranking of all outlets in the study, with particular focus on the top 20 outlets.
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Outlets included in Study AllThingsD Android Authority BBC Bernstein Bloomberg BusinessWeek CCS Insight ChinaPost CNBC CNET ComputerWorld CTimes DigiTimes EETAsia EETimes Electronics Weekly Engadget ETMag Financial Times Forbes Forrester Gartner
GigaOM IDC IT Pro Portal Mashable New York Times Ovum PC World PCMag.com PhoneArena Reuters SlashGear Solid State Technology Taipei Times TechCrunch The Economist The Verge USA Today Wall Street Journal WIRED ZDNet
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Glossary Reach
Unique number of visitors attained by each outlet but also each outlet’s Facebook and Twitter accounts, where applicable
Amplification
How often the selected coverage is shared in the online space
Engagement
Derived from the number of comments generated on the article (e.g. comments section at the bottom of the page)
Outlets
Refers to the online versions of the publications measured in the research
Amplify
Sharing a story or an article with other online readers through a social network, such as Facebook, Twitter or Google+.
Content Relevance
Concepts or keywords that are closely related to the semiconductor industry
Frequency
The number of times a word or phrase appears in the media reports
Coverage
The selected source material, or articles published by the outlets, on which we base our findings
Volume
Often synonymous with frequency, volume refers to the number of semiconductor stories
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About the Authors Emma Richards
General Manager and VP erichards@waggeneredstrom.com
Zaheer Nooruddin
APAC VP, Digital znooruddin@waggeneredstrom.com
Erin Godfrey
Senior Account Manager egodfrey@waggeneredstrom.com
Stephen Tracy
Regional Insight and Analytics Lead stracy@waggeneredstrom.com
Bala Murugan
Insight and Analytics Analyst bmurugan@waggeneredstrom.com
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www.accelerateinfluence.com