christine walker - festival of newmr - 2010

Chris&ne Walker, Alliance Strategic Research, Australia Part 1: Session 2, Convenor Greg Coops, Chair Pravin Shekar, schedule = 04:05am to 04:26am (GMT/London)

Sampling the Twitter Stream

ChrisGne Walker -‐ Researcher Tim Bull – TribalyGcs Tech Guy Jonathan Sargent -‐ StaGsGcian


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Background

•  Collect all tweets for all Australian banks

•  Classified on themes – What is the substanGal content of tweets?

– What consumer insight can be gleaned?

•  Total of p=6,145 tweets in July

Popula&on of bank tweets


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The research question

Popula&on of bank tweets Sample of bank tweets


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What we did

Took all bank Tweets from July Tested 2 sampling approaches against the populaGon of tweets: 1.  Sample of Tweeters 2.  Sample of Tweets

Which will best mirror our classifica&on of the total tweets for July?


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The Tweeter Sample

•  Product built by Tim Bull of TribalyGcs •  220,000 TwiWer accounts •  All located in Australia •  AcGve accounts •  Spam and news services excluded •  Number of tweets in sample n= 1,893


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Club has no say mate, already liaised with them. Constant problem at ANZ. Be thankful for home @ SFS @TheImposter81 @SydneyFC1011 FUCK #ANZ Stadium. AcGve support for #SydneyFC has been destroyed by stadium security. No Drum, No Megaphone, No Banners. Cove is ruined =( I sat at ANZ stadium tonight and saw none of the origin. Yep glued to desk doing everton Just had a ball with Geoff at ANZ Stadium, maroon wig and all!!! Amazing how quiet the the place got and then... hWp://i.me/CZM1irhm Keen to have a go at ZUMBA? Well come on down to our FREE Zumba Class Every Friday 12.30pm -‐ Ground Level ANZ Centre, Albert St ph3544601 LAME RT @Jaksar: F$Â¥k #ANZ Stadium. AcGve support for #SydneyFC has been destroyed by stadium security. No Drum, No Megaphone, No Banners. lining up outside near anz stadium to get into conference..hope there are seats len! :-‐) Origin III: Queensland 23 New South Wales 18 at ANZ Stadium hWp://mysp.ac/9QfXKh RT @CWCorporateCars: Ben Hur -‐ the Stadium Spectacular -‐ Friday 22 -‐ Sat 23 at Sydney ANZ Stadium..... hWp:/... hWp://schmap.it/M0X5S0? RT @SangaSamways: Evermore playing in ANZ stadium at state of origen now... And will be playing at Big Exo Day Sat Sept 18!!! RT @TheImposter81: Totally pumped for Sat night! I missed you @SydneyFC1011!! Should be a cracker at ANZ against the Toffees. #FTT?! It ... RT @TheImposter81: Totally pumped for Sat night! I missed you @SydneyFC1011!! Should be a cracker at ANZ against the Toffees. #FTT?! It ... RT @TheImposter81: Totally pumped for Sat night! I missed you @SydneyFC1011!! Should be a cracker at ANZ against the Toffees. #FTT?! It ... RT @therealsteavis: Origin III: Queensland 23 New South Wales 18 at ANZ Stadium hWp://mysp.ac/9QfXKh

The Qld supporters secGon of ANZ last night. The wigs came with the Gcket. #TwitPict hWp://twitpic.com/23ebjq

tonight was heaps fun! :) had great seats and good atmosphere at anz! @MolksTVTalk @aussenatesnoop u enjoy it? :D #stateoforigin Totally pumped for Sat night! I missed you @SydneyFC1011!! Should be a cracker at ANZ against the Toffees. #FTT?! It works for them too! ANZ leaves Nomura and MBK Partners as bidders due to tension between North and South Koreas. ANZ quits Korea Exchange Bank bid due to conflicts hWp://goo.gl/i/MS9oQ MBK (Scooter manufacturer) : ANZ walks from Korea Exchange Bank deal: Report -‐ The Australian hWp://dlvr.it/2PPX8

The Tweet Sample

•  Randomly selected using SPSS •  Number of tweets in sample n=2000


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Sampling THE TWEETERS


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Profile of brands mentioned in the sample differs from the population

0% 5% 10% 15% 20% 25% 30% 35% 40%

NAB

WESTPAC

CBA

** ANZ

PopulaGon Sample

** No significant difference


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0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%

Legal Brand image

** Joining/Leaving bank Economic Commentary -‐ Consumer/Business

SenGment

** Awards/RecogniGon ** Fees (inc extra interest charged)

Rates General/Interest increases/decreases ** Security

** Misc/General posiGve/negaGve Profit/dividends/Share price/financial viability

** Product Small Business

** Corporate Image/Social responsibility stuff ATM

** Loan/Mortgage ** Credit cards

People (from the bank) Branches/LocaGon/Geography

Technology/sonware Internet banking/website

** Sports/Events Service

AdverGsing/Video/Media/Campaign ** TwiWer talk/4square/Digital/Social Media

Stadiums/Towers/Buildings

PopulaGon Sample

** No significant difference

Specific themes reveal further differences


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•  11 of 39 themes were similar to the popula&on (90% confidence)

•  In 14 themes the sample was significantly different to the popula&on

•  14 themes had insufficient comment

•  The propor&on of Tweets grouped in these themes comprise 36% of the sample database and 31% of the popula&on database

In summary – Sampling Tweeters


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Sampling THE TWEETS


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Profile of brands mentioned in the sample is the same as the population


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Specific themes were most often similar


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In Summary - Sampling Tweets

•  26 of 39 themes were similar to the popula&on (90% confidence)

•  In 8 themes the sample was significantly different to the popula&on

•  5 themes had insufficient comment

•  The propor&on of Tweets grouped in the significant themes comprise 83% of the sample database and 77% of the popula&on database


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Conclusions

•  Sampling people (or TwiWer accounts) provides a poorer reflecGon of the total TwiWer commentary on this topic

•  Sampling the comment provides a good overall picture of all comments

On this topic:


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Implications for Researchers and Brands

•  TwiWer comment is easy to collate

•  Reducing the data set is possible by sampling the comment

•  However, this presupposes the key interest is the comment –  Rather than influence – Or paWerns of comment between people on the topic

•  Analysis of the total stream (for a limited period) is advised to create the code frame or classificaGons in the first place

•  TesGng different sample sizes in different categories will be advised

•  This approach is useful for analysis – Not if you want to respond to each person’s comments


Q & A

ChrisGne Walker & Pravin Shekar

christine walker - festival of newmr - 2010

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