After 2.0, we have the 3.0 – obviously! I had written about our DBI 2.0 results back in January 2010 and here we are with the 3rd edition. Some of the key findings include,

Channels:

• Twitter remains the de facto channel for sharing news about technology brands, with 79% of all mentions (141,034) found on the micro-blogging platform â?? up from 21% since DBI 2.0. Twitter is still the most used social media channel for discussing technology brands, and has only grown stronger over the last two DBI findings. The total brand mentions on Twitter grew by 21% in DBI 10.2 from the previous edition. This is due to the fast growing nature of Twitter in the Indian social media landscape. The recent free publicity blitzkrieg for Twitter accorded by Shri Lalit Modi and Shri Shashi Tharoor will no doubt go a long way in getting a lot more Indians on Twitter.
• Among online forums, TechArena Community Forums further secured its place as the most popular technology forum in India, displacing the thinkDigit Discussion Forum & Chip India Forum from the top-10 altogether
• TechieBuzz remains as the only blog in the Top-5 on the DBI.

Brands:

• Google continued to be the most discussed technology brand online in India on the back of Google Buzz and assorted Android-related conversations. Google registered a 46% rise in conversations, or a total of 45,256 brand mentions.
• With the launch of the iPad, Apple clocked the highest gains in overall online buzz with a 67%, followed by Sonyâ??s 60% rise in overall conversations since DBI 2.0
• Microsoft clocked a 7% rise in online conversations, staying stable at second place, with nearly double the online buzz of their next DBI ranking competitor.

Topics of dicsussion:

• Most topics were obvious – Google Buzz, Android, Office 2010, iPad etc. No surprises.
• One topic that was indeed surprising was ‘cloud computing’. What was once being discussed predominantly in the B2B circles and print media was being discussed much more in the online space, at least during the last quarter, when we noticed a huge spike vis-a-vis the previous quarter. Some of the brands that we mentioned along with this topic included, IBM, Cisco, NetApp, EMC, Microsoft, Symantec and Oracle. Does it indicate on-ground/consumer interest in cloud computing?

Here are some basics:

– Edelman Digital’s blog post on Digital Brand Index 3.0

– Digital Brand Index 3.0 press release

– What is Digital Brand Index?

Comments

comments