New research shows early signs of Nokia Lumia 928’s breakaway success. While it’s Social Net Promoter Score® is 12% below Lumia 920, it’s Social Engagement Rate is 264% higher. We measure Social Engagement as the number of customers who published their experience online.
HTC’s flagship Windows phone (HTC 8X), the Nokia’s archrival, was not liked as well by customers as the Lumia model. Heavy promotion efforts by the carriers and Microsoft helped HTC to grab a larger share of Social Engagement. However, Lumia 928 still outpaces HTC 8X’s average monthly rate of engagement by 69%.
So what did we learn here? In this example Word of Mouth Marketing, leveraged by Social Media, seems to be powerful enough to outperform traditional forms or advertising.
Details of the study are available upon request.
NPS, Net Promoter, and Net Promoter Score are registered trademarks of Satmetrix Systems, Inc., Bain & Company and Fred Reichheld.