Mining Social media for Product Development & Marketing Insights

Mining Social Media for Product Development & Marketing Insights

DePaul Big Data & NoSQL Programming - IPD 451 - Final Project Highlights | 11/12/14 | J. Cole

PROJECT BACKGROUND

• Challenges– YMCA enjoys strong brand recognition among consumers – although many

individuals do not know that the YMCA is a not-for-profit organization

• Often cited as “..where I learned to swim” or “..where I went for summer camp”

• No individual is turned away due to the inability to pay for services

– Increased competition, changing lifestyles, and changing community demographics

– Understanding the wants and needs of consumers via traditional market research techniques is costly

• Opportunities– Social media helps organizations understand topics that are important to

consumers

– Big data tools and techniques offer the promise of timely, cost-effective insights across a wide range of consumers – current and prospective


2

Big Data Source – Twitter Hashtags

• What is a hashtag?

– Short link(s) preceded by the pound sign (#)

– Organize and categorize discussions

– Created/promoted by end-users and marketers

– Started as a Twitter experiment and has evolved into a primary social media mechanism

– Adopted by other social media outlets -Facebook, Pinterest, etc.

• Accessing Twitter hashtags

– Custom PHP script

– Twitter’s Rest APIs Twitter search API

• Read and write Twitter data

• Responses are available in JSON

https://dev.twitter.com/rest/public/search

Twitter Hashtags

#learntoswim

#swimming

#swimminglessons

#swimmingtips

#kidsswimming

#babyswim

#swimtime

#childdrensswimgames

#swimmingworld

#watersafety

#waterconfidence

#watergames

#drowningprevention

#learncpr

DePaul Big Data & NoSQL Programming - IPD 451 -Final Project Highlights | 11/12/14 | J. Cole

3

https://dev.twitter.com/rest/public/search

Data Details - Summary

• Search across 14 hashtags

– 11/4/14 – 11/9/14

– Initial search results limited due to API rate limits

• Reduced by ~10% after data cleanup

• Foreign language characters

• Inappropriate content

• Obvious promotional content

Twitter Hashtags

#learntoswim

#swimming

#swimminglessons

#swimmingtips

#kidsswimming

#babyswim

#swimtime

#childdrensswimgames

#swimmingworld

#watersafety

#waterconfidence

#watergames

#drowningprevention

#learncpr


4

Data Details – Search Results

Query https://api.twitter.com/1.1/search/tweets.json?q=%23learntoswim+%20OR%23watersafety&count=100

Results


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Technology Stack

• Twitter REST API v1.1

• PHP 5.2 (custom script)

• CSV files (for import/export into Mongodb, and import into Wordcloud generator)

• Mongodb, mongoimport, mongoexport

• Wordcloud generator (jason davies)


6

Analyzing the Data

What are the trending topics for swimming within the selected hashtags?

• By geography

– Chicagoland

– Illinois

– USA

• With YMCA references?


7

Trending Topics – Expressed via Wordcloud

USA Illinois

ChicagoYMCA DePaul Big Data & NoSQL Programming - IPD 451 -Final Project Highlights | 11/12/14 | J. Cole

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Insights & Recommendations

1. Maintain emphasis of water safety in YMCA aquatics social media activities

– Water safety

– Drowning prevention

2. Conduct internal research regarding opportunities to promote aquatics offerings

– “onemileswim” cited as “gateway” to triathlon preparation

– Expanded parent/child swimming offerings

3. Associate active hashtags into routine social media activities to further leverage social media momentum

• #learntoswim• #swimming• #swimminglessons• #swimmingtips

4. Integrate IBM’s BlueMix engine and custom apps for enhanced analysis of twitter stream sentiment


9

Q & A


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Mining Social media for Product Development & Marketing Insights

Data & Analytics

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