The 2013 International Consumer Electronics Show, or CES, wrapped up on January 11. We at NextPrinciples were tracking the event using our Insight-to-Action Social Analytics and Engagement Platform, and were able to derive some interesting trends and insights coming out of the show.

The volume of conversation was high and extremely engaging. You can check out some cool info-graphs including top conversations, top 100 Tweeters, and network of Tweeters on NextPrinciples’ Pinterest site.

Over the course of the four-day event, approximately 885,000 tweets were sent, with more than 2B impressions and 2,2426 impressions per Tweet. In addition to tech sites like CNET and other influencers, this event was widely publicized by the mainstream media, as well, helping it to gain more traction among social communities, particularly on Twitter.

Our analysis showed that there was a very health share of voice competition going on between the top 3 consumer electronic giants – Samsung (49,500 tweets; 11,700 re-tweets), Sony (34,300 tweets; 7,300 re-tweets), and Panasonic (15,100 tweets; 2,700 re-tweets).

In terms of share of voice during the event, Sony came out on top, as they demonstrated the most active balance of social engagement by Sony subsidiaries and external communities alike, whereas Samsung showed more engagement from external communities and Panasonic had a stronger message going out from it’s own subsidiaries. If we take a look at engagement by external communities, Samsung was the clear leader there. Both Sony and Panasonic had more engagement from their own subsidiaries.

It’s difficult to engage a social audience without strong topics to do so, as Panasonic discovered. They had far fewer topics of discussion than Sony or Samsung. Popular topics for Panasonic included Plasma tablets and HDTVs, a waterproof 35x bridget camera, and a 20-inch 4K tablet. Samsung engaged the audience with a broader range of topics including Samsung Galaxy, Bill Clinton, Smart TV, and the Nexus 10 series laptop. In-fact, Bill Clinton was Samsung’s keynote speaker.

But it was Sony that was able to generate better engagement with fewer (and more focused) topics. These topics included the Sony Xperia Z smart phone, an Ultra HD 4K OLED TV, and a waterproof Walkman.

You can see a more in-depth analysis on share of voice between Sony, Samsung and Panasonic on Slideshare.

What’s to be learned from the analytics?

If we were Samsung having a look at these results, we’d probably see that, though we had the highest engagement with external communities, we could have focused our topics a little bit more and had better participation from our corporate/subsidiary accounts, which would have amplified our overall reach, not to mention increased tweets and re-tweets.

If we were Sony looking at these results, we’d see that having a dedicated hashtag and active subsidiary participation really paid off for us. In the future, we may decide to try opening up more topics of conversation to try to amplify our messages.

Finally, if we’re Panasonic having a look at these results, we can be happy about our solid corporate and subsidiary participation. What we can aim to work on in the future is to increase engagement with external communities, as well as to open up more topics of discussion in order to invite more participation.

We’re interested in hearing about your experiences at CES and your social engagements there. Please feel free to leave us a comment!