Advances in Social Media Listening

Braulio MedinaMathematician (PUC-RIO - TU Darmstadt)Co-founder of Vortio.com.br

@bmedinadiasFacebook.com/webminingbrauliomedina@vortio.com

‘How can we compare brands?

‣Market valueMarket value‣Market shareMarket share‣RevenueRevenue‣ProfitProfit‣PricePrice

‣Market valueMarket value‣Market shareMarket share‣RevenueRevenue‣ProfitProfit‣PricePrice

‣SentimentSentiment‣Emotional bondingEmotional bonding‣Target relevanceTarget relevance‣SustainabilitySustainability‣AwarenessAwareness

‣SentimentSentiment‣Emotional bondingEmotional bonding‣Target relevanceTarget relevance‣SustainabilitySustainability‣AwarenessAwareness

Cold MetricsCold Metrics Warm MetricsWarm Metrics

MeasureOpinions

MeasureNumber

s

‘What changed with social media?It allows us to understand the opinion of the crowd almost instantaneously

What is wrong with social media measurement?

We are approaching it as a cold metric problem

Heineken X Budweiser (15-28 february)

‣91K mentions 26.5K

12.4K

8.5K

1.8K

0.9K

‣77K mentions55K

1.9K

1.7K

1.6K

0.3K

‣USA 15%

‣Brazil 13%

‣Turkey 7%

‣Spain 6%

‣Netherlands 5%

‣USA 58%

‣Canada 11%

‣UK 5%

‣Brazil 4%

‣France 1%

Distribution of Twitter mentions about these brands

Data obtained from ubervu.com

‘How do we get true insights without having to read hundreds of thousands of conversations?

To answer this question, we think that basic statistics and naïve sentiment analysis are not enough

Richard DawkinsRichard DawkinsThe Selfish Gene The Selfish Gene

Douglas Douglas HofstaedterHofstaedterMathematician & Mathematician & physicianphysicianMetamagical Metamagical ThemasThemas

Richard BrodieRichard BrodieMicrosoft ExecutiveMicrosoft ExecutiveVirus of the mind: Virus of the mind: The new science of The new science of the memethe meme

Susan BlackmoreSusan BlackmorePsychologistPsychologistThe memeThe mememachinemachine

Aaron LynchAaron LynchMathematician & Mathematician & philosopherphilosopherThought ContagionThought Contagion

Journal of Journal of MemeticsMemetics

We decided to study how information spreads

And we found out that memes reveal us a lot

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5199

6199

6199

71999

A meme is a unit of information that spreads

It can be a video, an image or a textual idea

This is a text meme that spread on Twitter

Love Is Like ADIDAS And NIKE . " Nothing Is ImpossibLe , JUST DO IT

Life is like Adidas and Nike. "Nothing Is Impossible, so Just Do It. √ :)

True Life = Adidas + Nike → "Nothing is impossible" so "Just Do It"

Adidas said " Nothing is impossible" so Nike came up and said " Just do it

Life=Adidas+Nike> "nothing is impossible" so "just do it"

How can we spot clusters automatically?

Raw dataRaw data

Insights

Clustering Engine

We chose the stream graph visualization technique to represent each cluster/meme

Cluster 1

Cluster 2

Cluster 4

Sum of the conversations in a stream graph

Cluster 3

• More precise and much faster

• Classify in bulk - classify whole clusters instead of single mention

• Straightforward disambiguation (eg Visa is a brand but it also means work permit)

• Powerful sentiment metric (weighted average of clusters sentiment score)

• Visualization of dominant topics in a timeline

Benefits of analysing social media clusters

Most important benefit of analysing social media clusters

Quickly obtain insights for decision making

Same approach can be used The Worst Job Interview Ever, Brought to You by Heineken (1032mentions)

I liked a @YouTube video Heineken - The Candidate(175 mentions)

Why Heineken Understands the Importance of Employee Culture (53 mentions)

Proof that @heineken_uk is totally out of touch.(92 mentions)

The best job interview process ever by #Heineken(73 mentions)

I just wanted to apologize to all the people who had to replace their Budweiser Red Light bulb after yesterday's debacle (4.985 mentions)

The Budweiser Clydesdale commercial gets me teary every time(1.500 mentions)

Budweiser being sued for watering down its beer(> 4.000 mentions)

Beer lovers in class-action lawsuits accuse Anheuser-Busch of watering down its Budweiser, Michelob and other brands(1.066 mentions)

Feb2013

Feb2013

Meme dimensions analysis

Dishonest Honest

Hatred Love

Low High

Emotions

Prestige

Sincerity

Dimension:0-100% +100%

Analysis of 22.321tweets about Heineken and 51.004 tweets about Budweiser in english

Similarly, we can analyse all conversations that mention beer

Associations found:

God is great, beer is good, people are crazy

Beer is like sex, when its good its good, when its bad its still good.

The average human walks 900 miles per year and drinks 22 gallons of beer.That means that the average human gets 41 miles per gallon.Not bad.

• Fun • Pleasure• Lifestyle

Tracked keyword: BEERLanguage: ENGLISHNumber of mentions: 98.343Period: February 15th to 28th

Got my toes in the water, ass in the sand, not a worry in the world, cold beer in my hand! Life is good today!

Beer lovers accuse Anheuser-Busch of watering down brews http://t.co/d8prQxQlXX

You know I like my chicken fried, a cold beer on a Friday night

Americans drink beer to relax and feel goodItalians drink beer because of relationship problemsBrazilians drink beer to partySpanish speakers consider beer drinking healthyGermans drink beer to fuel their bodiesFrench drink beer because it tastes good

Different cultures, different behaviours

Based on our 2-week analysis, it seems that most

Calculate and compare brand metrics

Understand the consumer

Understand the performance on midia channels

Minimize reputational risk

Build meaningful conversations

These insights can help us

An extended version of this presentation can be found at www.slideshare.net/brauliomedina

It contains the analysis in multiple languages

Multi-language / country analysis

Q&A

Thankyou@bmedinadias

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