Kindle Fire Trend: Part III
I’m sure you have all been curious to see what kind of buzz the Kindle Fire has picked up now after about two weeks after its release. This will be the third and final post in this series. We’ll follow up on some info we looked at during Part II, and we’ll recap on the whole story.
For those who just joined us, we’re looking at more than just the tech communities since the kindle fire is targeted to a much larger demographic. I’m looking at the volume of buzz that the kindle fire gets in the following blog communities: Wireless/Mobile, Music, Moms, Fashion, & Books. First up, the share of voice. Again this is how it’s calculated:Wireless/Mobile:
Music:Moms:Fashion:Books:No real surprise here. A continuation of the trends we saw just after the big press release held by Jeff Bezos shows how little effort Amazon put into generating buzz for the Kindle Fire. Even after the release of the tablet, the wireless/mobile computing and book lover communities (communities in which I was sure news about the tablet would trend) showed little deviation from the standard number of mentions before the release. Let’s look again at the word cloud of the wireless community:
I noticed that post-release, there seems to be an increase in the mentions of competitive products, no doubt from the many user reviews that have sprung up comparing the $200 tablet to the competitors like the Nook Color, Galaxy Tablet and iPad.
While the level of buzz has dwindled since the first announcement, it’s been rather consistent ever since then. No additional news (even after release) has prompted any additional mentions, and the share of mind (brand penetration) has stayed even. With this level of buzz, one would assume that sales would take a hit. But recent news has shown that the kindle fire’s performance on the sales charts hasn’t been so bad. In fact, I’d say sales have been downright great. But what’s brought this on?
As Roberto says in his post from Gizmodo, “Not surprisingly one of the main factors is trust. Amazon has a great history with consumers. We want stuff, Amazon drops it off. You want to read books without lugging around actual books, Amazon has us covered. This trust was hard-earned.” Amazon’s trust is the bond that they share with their consumers and their partners. It’s the aspect which brings them their influence, and as we mentioned in a recent post, trust is one of two “x-factors” that carry the ability to drive action. So maybe they didn’t need to generate buzz after all. Maybe it’s not about broadcasting your message and needing to constantly advertise and push your brand into the minds of others, but the inherent value that you bring to your audience that drives them to come back, time and again.