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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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

Proof that @heineken_uk is totally out of touch. Pass the needle & thread, our sides

are splitting! #DoYourResearch

(92 mentions)

The Worst Job Interview Ever, Brought to You by Heineken

(1032mentions)

I liked a @YouTube video http://t.co/FXHTcZjV Heineken

- The Candidate(175 mentions)

# mentions: 22.321# clusters found: Language: englishSentiment: very positive Influencer: @mashable

Country: USASentiment: positive

Heineken Music Hall (107 mentions)

The best job interview process ever by #Heineken

(73 mentions)

Why Heineken Understands the Importance of Employee

Culture (53 mentions)

Heineken realiza entrevista de emprego nada convencional

para contratar estagiário (264 mentions)

# mentions: 6.780# clusters found: Language: portugueseSentiment: very positive

Influencer: @brains9Country: Brasil

Sentiment: very positive

Heineken simula desmaio de entrevistador e

incêndio para contratar estagiário

(172 mentions)

Heineken exige que estagiário salva uma vida antes de ser contratado

(256 mentions)

Então tá tudo bem Tomando uma

Heineken (171 mentions)

Other clusters about “The Candidate”

(> 500 mentions)

Heineken hace sudar a sus aspirantes a becario en su

campaña "The candidate"(224 mentions)

Heineken y su original proceso de selección The Candidate

(158 mentions)

Me sumo al grupo de consumidores que dejan

de tomar Cerveza Heineken por patrocinar

peleas de perros (93 mentions)

The Candidate, la nueva campaña de Heineken para contratar a un empleado

(148 mentions)

# mentions: 10.992# clusters found: Language: spanishSentiment: very positive

Influencers: @tutunelo, @sangrevn, @elkriticon

Country: ArgentinaSentiment: very negative

Heineken revoluciona las entrevistas de trabajo: The

Candidate (89mentions)

Escucha cariño, nuestra canción. —Pero es el himno de la Champions

League. —Tú cállate...le estoy hablando a mi cerveza Heineken !!!

(112 mentions)

# mentions: 51.004# clusters found: Language: englishSentiment: very negative

Influencer: @brains9Country: Brasil

Sentiment: very positive

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

(1.066 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 accused of watering down its beer?

No shocked faces here(1.003 mentions)

Influencer: @brewdog

Budweiser being sued for watering down its beer

(> 3.000 mentions)

Bud light.. Budweiser.. I don't give a fuck. It's all beer. Pass me a coozie

(713 mentions)

# mentions: 1.882# clusters found: Language: portugueseSentiment: very negative

AB Inbev é acusada de ‘aguar’ a Budweiser(68 mentions)

Influencer: @estadao

Budweiser: fabricante é acusado de colocar mais água na cerveja. Marca é processada nos EUA(130 mentions)

Ambev quer dobrar produção de Budweiser no Brasil até 2014(29 mentions)

AB InBev é acusada de adicionar água demais e diminuir teor alcoólico da Budweiser(26 mentions)

A primeira a ser comprada foi a BUDWEISER, depois o BURGER KING e agora o HEINZ.(38 mentions)

# mentions: 1.882# clusters found: 5Language: spanishSentiment: negative

Influencer: @elespectador

La cerveza Budweiser, puede ser utilizada como acondicionador para el cabello(145 mentions)

Budweiser acusada en EEUU de aguar su cerveza(145 mentions)

Acusan a Budweiser de vender cerveza aguada(120 mentions)

La Cerveza Budweiser está inspirada en una ciudad de la República Checa llamada Budweis.(118 mentions)

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

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

Main associations found: EntertainmentTracked keyword: BEERLanguage: ENGLISHNumber of mentions: 98.343Number of clusters with at least 20 similar mentions: 212Number of mentions in the clusters: 11.895Period: 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

Hijo!! ¡hueles a cerveza! - Y que querías. ¿¡que con el dinero que me diste oliera a whisky?

¡Camarero! ¿tiene alitas? —Sí, señor —Pues tráigame una cerveza ¡Pero volando! puto JAJAJAJAJÁ.

La bebida alcohólica que más calma la sed es la cerveza, porque su principal componente es agua (93%)

Beber cerveza no está ligado al aumento de peso y es beneficioso para la salud http://t.co/ZB4JKHiw

El consumo moderado de cerveza beneficia al embarazo, la lactancia, la menopausia y ayuda a combatir el Alzheimer http://t.co/qJ2RX4Ad

• Beer has no correlation to weight gain• Drinking beer is healthy

Tracked keyword: CERVEZALanguage: SPANISHNumber of mentions: 119.775Number of clusters with at least 20 similar mentions: 353Number of mentions in the clusters: 36.858Period: February 15th to 28th

Main associations found: Health

Ein durchschnittlicher Deutscher geht im Jahr 1550km und trinkt 107 Liter Bier. Macht einen Verbrauch von 6,9l/100km.

• Beer drinking is a strong characteristic of the german culture

Main associations found: HEAVY USAGE

"20 Bier, 1 Slayer-Album und Kippen? Ausweis bitte." "Hier. Ich bin 42." "Danke. Mich interessiert nur Ihre Adresse. Dann bis heute Abend."

Ärger für Anheuser-Busch: Brauereikonzern soll #Bier mit Wasser gestreckt haben

Buch übers Trinken: Im sakralen Bereich der Bier-Magie... http://t.co/rudA4IuQC5

Die 2 Gründe warum Männer Bier trinken. 1. Sie haben keine Frau 2. Sie haben eine Frau Deutsch for Drinkers: "Bier" = beer. "Wein" = not

beer.

Ich brauche einen Mann, dem ich "Hier, halt mal grad mein Bier!" bei einer Kneipenschlägerei sagen kann.

Tracked keyword: BIERLanguage: GERMANNumber of mentions: 12.233Number of clusters with at least 10 similar mentions: 44Number of mentions in the clusters: 1.604Period: February 15th to 28th

• Drinking beer and watching football• Substitute drugs like cigarretes or other alcoholical beverages

Main associations found: FOOTBALL

Se non hai la birra puoi sempre trovare del vino o del whisky o delle sigarette, ma se non hai amore non hai un cazzo.

Class action contro Budweiser, aggiungerebbe acqua nella birra.

Bilancio del primo tempo visto da #Pilsen. Zero palle gol, possesso di palla #barca 70%, possesso birra 100% http://t.co/Gg5oPahb

[X] Ho bevuto birra. [] Ho fumato una sigaretta intera. [] Mi sono drogato. [X] Ho scritto sul muro di un bagno.

Ok, birra era la risposta... Ma non mi ricordo più quale fosse la domanda.

Tracked keyword: BIRRALanguage: ITALIANNumber of mentions: 8.511Number of clusters with at least 10 similar mentions: 50Number of mentions in the clusters: 1.224Period: February 15th to 28th

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

Q&A

Thankyou@bmedinadias

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