Public Heath Case Study: Tracking Zombies and Vampires in Social Media
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Public Health Case Study: Tracking Zombies and Vampires using Social Media 27 Feb 2013 John Feland, CEO and Founder j [email protected] @argusinsights
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Topics that concern the mass market ebb and flow over time. By now the frenzy over the United States Presidential Election has faded and we are knee deep in the next celebrity/government scandal perpetrated by the Rombama administration or the latest outbreak of Beiber fever. Throughout the dynamic of what occupies consumer mindshare two topics seem to remain constant and compete righteously for the top spot. We’re speaking of course of the constant battle between Zombies and Vampires. Whether they are caused by the latest virus discovered in darkest Appalachia or have my Pretty Pony inspired sparkle powers when exposed to sunlight, these two populations have take a bite into our collective psyche and are not letting go. Argus Insights has been tracking these two populations through our social media analytics platform and offer the public service of not only tracking the spread of zombies and vampires across the world but also diving into what drives the warring factions of zompire lover and haters to unpack the real battle between red and blue states (red being the oxygenated blood craved by vampires and blue being the lifeless blood that lies stagnant in the veins of zombies). Argus Insights has developed a way to not only track the spread and adoption of trends (zombies and vampires is just a compelling public health case study) but also diving deep into the conversations of consumers within social media to understand the full dimensions of the attitudinal segments with these two populations. The presentation will unpack the methodology used to not only identify and track these two affinity groups but also how within the groups, new attitudinal segments are both identified and tracked using a novel clustering approach.
Transcript of Public Heath Case Study: Tracking Zombies and Vampires in Social Media
Public Health Case Study: Tracking Zombies and Vampires using Social Media
27 Feb 2013
John Feland, CEO and [email protected]
@argusinsights
Page 2© 2013 Argus Insights, Inc. Confidential: Do Not Distribute
Page 3© 2013 Argus Insights, Inc. Confidential: Do Not Distribute
Lots of chatter but few conversations
Nothing says “I love you” like a man’s armpit wearing Old Spice inside of a tuxedo on a battleship that has a mariachi band to
serenade you.
Dear axe body spray, please out a suggested serving size on your bottle.
Sincerely, choking girls everywhere.
Page 4© 2013 Argus Insights, Inc. Confidential: Do Not Distribute
VS
Page 5© 2013 Argus Insights, Inc. Confidential: Do Not Distribute
VS
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Humankind has been fascinated for centuries!
Page 7© 2013 Argus Insights, Inc. Confidential: Do Not Distribute
Tracking Target Segments since Oct 2012 in Twitter
Walking Dead Premiere
Vampire Diaries Premiere
Zombie Chatter is steadily 2X that of Vampire Chatter
Page 8© 2013 Argus Insights, Inc. Confidential: Do Not Distribute
Tracking Target Segments since Oct 2012 in Twitter
Walking Dead Premiere
Vampire Diaries Premiere
Zombie Chatter is steadily 2X that of Vampire ChatterZombies are gender balanced. Twice as many women mention vampires
Page 9© 2013 Argus Insights, Inc. Confidential: Do Not Distribute
Somewhere in suburban Georgia
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Introducing the Zompire Index
• Needed a way to track the both targets
• Normalized for state populations to understand relative strength of segment
• Since one target is larger than the other needed a way to balance
Page 11© 2013 Argus Insights, Inc. Confidential: Do Not Distribute
Visualizing the Balance of Power across Target Segments
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Subsegment Characterization (Vectors of Infection!)
Zombie Apocalypse Walking Dead Black Ops Last Night Warm Bodies
Alaska 2.73 Arkansas 1.36 West
Virginia 1.08 Maine 0.75 Rhode Island 2.86
Virginia 2.44 Montana 0.99 Rhode Island 0.95 Hawaii 0.72
South Dakota 1.20
Missouri 2.32 Idaho 0.63 Maryland 0.85 Kansas 0.69 Colorado 0.96
New Hampshire 2.27 Colorado 0.58 Indiana 0.76 Maryland 0.68 Conn 0.84
Utah 2.10 Conn 0.56 Nevada 0.72 West
Virginia 0.54 Maine 0.75
Vampire Diaries Vampire SlayerAbraham Lincoln Vampire Hunter Vampire Weekend Last Night
North Dakota 5.72 Vermont 1.60
West Virginia 1.08
Rhode Island 0.95 Iowa 0.98
West Virginia 3.23
Rhode Island 0.95 Indiana 0.76 Colorado 0.39 Indiana 0.31
Iowa 2.93 New
Hampshire 0.76 Nevada 0.36 Nevada 0.36 Conn 0.28
Utah 2.80 Kentucky 0.68 Kansas 0.35 Utah 0.35 New York 0.26
Minnesota 2.79 Oklahoma 0.52 Arkansas 0.34 Oklahoma 0.26 Illinois 0.23
Mississippi 2.68 Indiana 0.46 New Jersey 0.34 Ohio 0.26 Arizona 0.15
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But who are these legions of the undead?
? ? ? ???
?
?
? ? ??
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Cluster, cluster, who’s got the cluster?
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“If I can’t understand it in 20 sec, I won’t buy it”
Zombie Biased Topics
Vampire Biased Topics
Zompire Shared Topics
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General Sampling of Target Segment
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Location Based Filtering (we know where they lurk!)
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Location Based Filtering (we know where they lurk!)
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This Talk Will Save Your Life!
Concerned for your family and friends? Sign up for access at
http://portal.argusinsights.com/users/sign_up/
