Kindle Fire Trend: Part II

It’s been over three weeks since we last looked at the buzz surrounding the Kindle Fire. This week, I’d like to look at the same information we saw a few weeks ago and see how the trend has fluctuated since then. I’d also like to look at any news released by Amazon since then to see if it’s affected the buzz in the communities we tracked two weeks ago.

As a reminder, I’m looking at the volume of buzz that the kindle fire gets in the following blog communities:

  • Wireless/Mobile
  • Music
  • Moms
  • Fashion
  • Books

Again, we’re looking at more than just the tech communities, as the kindle fire is targeted to a much larger demographic than just gadget lovers.

Let’s first look at the share of voice of the kindle fire compared to the iPad since Sept 21. Bear in mind that the official announcement came on the Sept 28.

Wireless/Mobile:Music:Moms:Fashion:Books:Looks like he buzz about the kindle fire peaked on September 28th for all of these communities over the past few weeks. On that day, Jeff Bezos announced the Kindle fire in an official press conference hosted by Amazon. As many of you predicted, the buzz surrounding the Fire dwindled over the past few weeks. With no new official announcements or promotions, there has been nothing for bloggers to create buzz about. Posts that mentioned the Kindle Fire in the past few weeks have been using the same information from the initial release.

We can quickly take a look at a recent expression cloud from the wireless/mobile computing community and see the following:

Notice that there have been many mentions of competing devices in the same category, as well as mentions of the overall product category. In the past few weeks, posts concerning the Kindle Fire have consisted of speculation and comparisons to existing and upcoming products. More specifically, tech blogs like Gizmodo have spent more time focusing on the device specifications and manufacturing, while outside communities have been focusing on the entertainment value the device offers.

It’s no real surprise that there has been little buzz. Amazon has spent little to no effort with releasing new information and little time engaging influencers to help promote their product. Perhaps they could have taken a few pointers from Gini on how to create conversations. Amazon didn’t let attendees to the press conference touch the device; a poor decision when coupled with the lack of hands on previews from any source. This has led to low levels of buzz, with information based on leaks and speculative blog posts that are not necessarily helping to broaden awareness and excitement about their new device.

While we understand that the volume of conversations about the Kindle Fire have been low, we haven’t focused on the level of market penetration that the announcement has made. To do so, we’ll look at the share of mind of the five communities we are examining. Share of mind being the number of influencers in the community who mentioned the topic at least once in the past 3 weeks:


The one tech community we included has a predictably high level of market penetration. The share of mind that the Kindle Fire holds in this community is quite high. This is particularly true within the high and medium influencers; in which, nearly ALL bloggers in the tech community have in some way mentioned the device in the past 3 weeks. In the other communities, share of mind has been relatively low for the medium and long tail influencers, and presence in the high influencers is zero with the exception of mommy bloggers.

This post was mainly to bring us up to date on the data collection we started last time. With over 3 weeks between now and the launch of the Kindle Fire, Amazon has ample time to release more news, promotions, and test units to journalists for previews.

But why has Amazon been so passive about buzzing the kindle fire? What could they be doing to build more excitement? Let us hear it in the comments!

9 thoughts on “Kindle Fire Trend: Part II

  1. This is great data and will be interesting over time.
    Certainly worth remembering that Kindle Fire and Apple’s iPad are different vehicles. The iPad is designed to be a show stopper – sleek, great features, new technology.
    The Kindle Fire is designed to be a shop starter – Amazon wants more books and general Amazon consumption to happen in the mobile space. But you can also consume Amazon goods on an iPad, iPhone, Android etc etc.
    I think these two vast differences impact ‘buzz’ around the two products – when the Kindle Fire starts shipping, there might be an uptick in Amazon buzz around buying through the Fire but it’s not about buzz for the tablet.
    The buzz, instead, might better be compared as the buzz for the iPad vs. the buzz for reading books online or the Amazon app or Amazon in general across any and all platforms. To me, that sort of comparison would make more sense because the iPad is one of few products and contributes to the Apple brand. Therefore, the brand buzz might be a better comparison. Just a few thoughts.

    1. Interesting point Chris! That the Kindle is a platform for the distribution of content, I have no doubt. But I’ve always seen the iPad as a platform for content delivery as well. Both have their own market place for apps, and both can be used as readers for syndicated content and eBooks from both the the apple store, the amazon bookstore and other online sources.

      However, I still see your point. the iPad was designed and marketed to become it’s own separate platform. And Amazon designed the Fire to extend the reach of their content delivery. It’d be interesting to map out the level of market share of voice and share of mind for the two content delivery systems. Apple’s store and itunes compared to Amazon’s market and eBooks. I think I could do something like that in the near future!

  2. Great stuff,
    What you are doing here is what is so sorely needed in the social media community – you are educating the not so social media savvy people out here on the importance of “buzz” and of the influence that bloggers can bring to your brand.
    As a potential consumer of the Kindle Fire I am disappointed that there are not more independent reviews or blogs on this gadget. I have a personal recommendation from a friend but not enough noise around me to compare it with. Amazon has their own distribution which is why they do not need to create the buzz to get the distribution channels geared up, but they do need people, whether they are technical reviewers or blogging moms, to bring the product to the ordinary consumer’s attention. Amazon update e-mails dumping down in my inbox becomes spam and does not carry the weight of finding peer reviews in the social sphere.
    Before I sign off, on your “spider web” diagram in part 1 you identified blanks in the blogging community that Amazon should be targeting – I conclude that no activity was registered there, what a shame.
    I hope Amazon is listening to this timely analysis and extremely useful case study, it is not often a company gets handed something this detailed on a plate…

    1. Thanks Kristina! I’m also one of the potential customers of the Kindle Fire. Like you, I’m disappointed that there isn’t more independent news about it. I feel like Amazon themselves are treating the tablet as just another android tablet. Which is exactly what I hoped it wouldn’t be.

      We’ll take another look at the network (spider web) diagram again in another post in the near future. Until then, I do hope someone at Amazon finds my posts.

    1. Hi Gini! I’d love to take another look closer to it’s release, and then again afterwards. I pinged a few of their community managers on twitter with this post but haven’t gotten a response since then, I would be interested in a joint proposal as well. =)

  3. Hi eCairn,
    Great blog with informative post and I appreciate for putting this together. This is obviously one of the most informative post which is well carried by other people. Thanks for the valuable information and insights you have so provided here. Keep it up.

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