Social Listening: Competitive Positioning of Conferencing Tools Amid COVID-19 Pandemic - LatentView
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Social Listening: Competitive Positioning of Conferencing Tools Amid COVID-19 Pandemic
Executive Summary
Business Context
In the wake of COVID 2019, there is an increasing demand for remote conferencing tools, as enterprises globally strive
to ensure business continuity.
This analysis aims at leveraging social data from consumers, to gather intelligence on patterns in product usage, key
features and consumer perceptions of different collaborative tools
Approach
Social data for leading collaborative tools (Zoom, Teams, Hangouts, Slack) were obtained from Sprinklr for the time period
of Jan 2020 – March 2020.
Natural Language Processing techniques like Sentiment Extraction and Topic Modelling were employed. Nearly one million
conversations were processed to identify key topics around each of the collaborative tools and their respective
features/sentiment. Brand-Feature perceptions were derived through correspondence analysis.
Key Takeaways
• Social mentions of remote conferencing tools surged in March, as COVID-19 forced people to stay home.
• Zoom by far, emerged as the most popular videoconferencing tool in the social media space. It’s unique features like
virtual backgrounds and gallery view were popular among users. However, data privacy and security issues emerged as
key concerns.
• Teams competed through the release of new features. Though updates were positively released, frequent performance
issues and outages were discussed as major pain points.
• Hangouts found a higher share of mention in the context of Education when compared to other brands, reflective of
Google’s greater clasp over the Education domain.
• Slack observed relatively low mentions in the social space, but it’s messaging capabilities were praised over that of
2 other brands.
Zoom Teams Hangouts Slack
Remote conferencing tools surge in popularity, as COVID-19 forces people to stay home
Volume of Social Mentions Share of Voice
(Mar’20)
70K Popular tweets involving 92K
+26x +4x +13x +3x the mention of Zoom 8%
60K 163K
Viral tweet on Doctors
15%
50K using Zoom
644K
40K Microsoft announces 225K
57%
new Teams features 20%
30K Teams faces
Google announces free an outage
20K Teams faces access to advanced Zoom noted the highest gains
an outage Hangouts Meet
10K in Share of Voice, with a
+37ppts increase from the
0K
previous 6-month period
1-Jan 8-Jan 15-Jan 22-Jan 29-Jan 5-Feb 12-Feb 19-Feb 26-Feb 4-Mar 11-Mar 18-Mar 25-Mar
Key Conversations Share of Mentions Sentiment Drivers
(Zoom, Teams)
Conversations spikes of Zoom were largely led by organic,
user-driven conversations, with Zoom finding its way into • Virtual Backgrounds
popular culture mentions.
Teams
Teams 34% 48% 18%
In comparison, spikes of Teams & Hangouts were driven by • Data Privacy & Security
official announcements and new feature releases. Zoom
Zoom 32% 47% 21%
• New Feature Releases
Mar-16th outage of Teams, due to a server overload, was Hangouts
Hangouts 24% 58% 18%
widely discussed. However, performance issues remained
Slack
Slack 45% 24% 31% • Teams Outage Issue
as recurring complaints throughout the month
Source: Sprinklr | Time Period: March 2020Zoom Teams Hangouts Slack
Zoom is referred to as an easy-to-use tool, and its
widely-appreciated features like virtual backgrounds
and gallery view make it popular among users.
Several reported incidents of hacks by trolls and
Teams & Hangouts users are appreciative of the application’s features
data trading allegations have raised concerns about While conferencing capabilities find greater appeal in Zoom, users are
data privacy also concerned about the data privacy and security of meetings
Brand Association Map
Appreciated for collaboration, file sharing and host
of recently new feature updates like “Hand Raise”, Teams Zoom
Background Blur” and Noise Suppression
Performance issues like crashes are key paint points Feature
and some of the popular features of competitors
Appreciations Data Privacy
remain lacking in Teams
Concerns
Hangouts Conferencing
Hangouts found a higher share of mention in the Capablilities
context of Education when compared to other
brands, reflective of Google’s greater clasp over
the Education domain.
Audio/Video Quality
Complaints
Slack found relatively low mentions in the social Slack
space, but it’s messaging capabilities are praised
over that of other brands N=11K
Source: Sprinklr (Twitter, Facebook, Reddit) | Time Period: March 2020Zoom Teams
225K retweets on a funny tweet involving
11K retweets on tweet involving Zoom 100K upvotes on a meme terming Teams custom background
custom background feature Zoom a “shady application”
Top comment (6K upvotes) appreciating
Zoom’s background feature
Source: Sprinklr | Time Period: March 2020You can also read
