tweeting #uber · on february 2nd, 2016, uber announced a complete branding overhaul the new...
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Tweeting #Uber
Aksam Ahmad, Siyao Chang,Fengshi Niu, Chenyu Wang, Xinyue Zhou
Feb 8, 2016
Aksam Ahmad, Siyao Chang, Fengshi Niu, Chenyu Wang, Xinyue ZhouTweeting #Uber Feb 8, 2016 1 / 20
Questions
What are the popular keywords in tweets about Uber?
What are the popular keywords about Uber’s new logo specifically?
When do people tweet more and what are the top negative words?
How are tweets in US different across states?
Aksam Ahmad, Siyao Chang, Fengshi Niu, Chenyu Wang, Xinyue ZhouTweeting #Uber Feb 8, 2016 2 / 20
General: Hash tags concurrent with #uber
Hash tag superbowl promo ride code winter taxi free freeride
Frequency 8446 7134 7080 6979 6934 6226 5277 4606
Aksam Ahmad, Siyao Chang, Fengshi Niu, Chenyu Wang, Xinyue ZhouTweeting #Uber Feb 8, 2016 3 / 20
General: Selected hash tag frequency trend
Aksam Ahmad, Siyao Chang, Fengshi Niu, Chenyu Wang, Xinyue ZhouTweeting #Uber Feb 8, 2016 4 / 20
General: Selected hash tag frequency trend
Aksam Ahmad, Siyao Chang, Fengshi Niu, Chenyu Wang, Xinyue ZhouTweeting #Uber Feb 8, 2016 5 / 20
Event analysis: New logo launch
On February 2nd, 2016, Uber announced a complete brandingoverhaulThe new branding, specifically the change of logo, led to large publicoutcry.
Aksam Ahmad, Siyao Chang, Fengshi Niu, Chenyu Wang, Xinyue ZhouTweeting #Uber Feb 8, 2016 6 / 20
Event analysis: New logo launch
Twitter announces logo change
250
500
750
1000
Jan 27 Jan 29 Jan 31 Feb 02Date
Num
ber
of T
wee
ts
Direct Tweets to @Uber
Aksam Ahmad, Siyao Chang, Fengshi Niu, Chenyu Wang, Xinyue ZhouTweeting #Uber Feb 8, 2016 7 / 20
Event analysis: New logo launch
changed
like
looks
via
appchange
bran
ding
think
com
plet
ely
one
look
design
rebr
ands
brand
peop
le
ceodrops
old
wei
rd
amp
get
personally
something
thought
changes
helped
logo
type
icon
rebrand
rebranding
iconic
icons
anyone
internet
sure
story
thoughts
uglygood
kala
nick
phon
e
trav
is
company
bit
feel
pretty
radical
shows
better
bizarre
chan
ging
love
confusing
know
time
confused
hone
st
insi
de
behind
ever
yone
mak
e
see
take
...su
bsta
ntia
l...
bad
already
dire
ct
driversreally
still
that
s
atoms
else
find
makes
Aksam Ahmad, Siyao Chang, Fengshi Niu, Chenyu Wang, Xinyue ZhouTweeting #Uber Feb 8, 2016 8 / 20
Time series: total tweets frequency
Aksam Ahmad, Siyao Chang, Fengshi Niu, Chenyu Wang, Xinyue ZhouTweeting #Uber Feb 8, 2016 9 / 20
Time series: tweets with #promo or #free
Aksam Ahmad, Siyao Chang, Fengshi Niu, Chenyu Wang, Xinyue ZhouTweeting #Uber Feb 8, 2016 10 / 20
Time series of sentiment: negative tweets frequency
Sentiment: protest, late, drunk, strike, fight, attack, bad, traffic, wait, hate, useless, expensive,terrible, crap, angry, frustrated, violent
Aksam Ahmad, Siyao Chang, Fengshi Niu, Chenyu Wang, Xinyue ZhouTweeting #Uber Feb 8, 2016 11 / 20
Sentiment: Most frequent negative keywords
Aksam Ahmad, Siyao Chang, Fengshi Niu, Chenyu Wang, Xinyue ZhouTweeting #Uber Feb 8, 2016 12 / 20
Sentiment: #surgepricing frequency trend
Aksam Ahmad, Siyao Chang, Fengshi Niu, Chenyu Wang, Xinyue ZhouTweeting #Uber Feb 8, 2016 13 / 20
Spacial analysis of tweets with #uber
Aksam Ahmad, Siyao Chang, Fengshi Niu, Chenyu Wang, Xinyue ZhouTweeting #Uber Feb 8, 2016 14 / 20
Spacial analysis of tweets with #uber
Aksam Ahmad, Siyao Chang, Fengshi Niu, Chenyu Wang, Xinyue ZhouTweeting #Uber Feb 8, 2016 15 / 20
Spacial analysis of tweets with #uber
Aksam Ahmad, Siyao Chang, Fengshi Niu, Chenyu Wang, Xinyue ZhouTweeting #Uber Feb 8, 2016 16 / 20
Spacial analysis of tweets with #uber
Aksam Ahmad, Siyao Chang, Fengshi Niu, Chenyu Wang, Xinyue ZhouTweeting #Uber Feb 8, 2016 17 / 20
Spacial analysis: comparison between twitter and google
Aksam Ahmad, Siyao Chang, Fengshi Niu, Chenyu Wang, Xinyue ZhouTweeting #Uber Feb 8, 2016 18 / 20
Summary
Marketing words appears most frequently. Marketing tweets showsystematic time-series pattern
Logo changes and protest triggered two spikes. People are unhappy
Aksam Ahmad, Siyao Chang, Fengshi Niu, Chenyu Wang, Xinyue ZhouTweeting #Uber Feb 8, 2016 19 / 20
Summary
California people tweet about Uber the most
Tweets are different across states
Analysis based on twitter and Google are consistent
Aksam Ahmad, Siyao Chang, Fengshi Niu, Chenyu Wang, Xinyue ZhouTweeting #Uber Feb 8, 2016 20 / 20