Public Health Case Study:Tracking Zombies and Vampires using Social Media        John Feland, CEO and Founder             ...
© 2013 Argus Insights, Inc. Confidential: Do Not Distribute   Page 2
Lots of chatter but few conversationsDear axe body spray, please out a suggested serving size on your bottle. Sincerely, c...
VS© 2013 Argus Insights, Inc. Confidential: Do Not Distribute   Page 4
Humankind has been fascinated for centuries!                © 2013 Argus Insights, Inc. Confidential: Do Not Distribute   ...
Tracking Target Segments since Oct 2012 in Twitter                        Walking Dead PremiereZombies Zombie Chatter is s...
Somewhere in suburban Georgia               © 2013 Argus Insights, Inc. Confidential: Do Not Distribute   Page 7
Introducing the Zompire Index• Needed a way to track the both targets• Normalized for state populations to  understand rel...
Visualizing the Balance of Power across Target Segments                  © 2013 Argus Insights, Inc. Confidential: Do Not ...
Subsegment Characterization (Vectors of Infection!)             Zombie Apocalypse Walking Dead                        Blac...
But who are these legions of the undead?? ? ? ?? ?      ? ? ?? ?        ?             © 2013 Argus Insights, Inc. Confiden...
Cluster, cluster, who’s got the cluster?                  © 2013 Argus Insights, Inc. Confidential: Do Not Distribute   Pa...
“If I can’t understand it in 20 sec, I won’t buy it”                                                                      ...
General Sampling of Target Segment                © 2013 Argus Insights, Inc. Confidential: Do Not Distribute   Page 14
Location Based Filtering (we know where they lurk!)                 © 2013 Argus Insights, Inc. Confidential: Do Not Distr...
This Talk Will Save Your Life!       © 2013 Argus Insights, Inc. Confidential: Do Not Distribute   Page 16
Questions?       Concerned for your family and friends?Office hours at 1:30 today, Expo Hall (Table E)
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Public Health Case Study: Tracking Zombies and Vampires in Social

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This was a presentation at the 2013 Strata conference in Santa Clara, CA. We leveraged social media to track consumer engagement with two undead themes, zombies and vampires. We used these two topics to populate target segments that we then profiled for other descriptive topics that could define consumers that live in the zombie camp, vampire coven or in between worlds. Surprisingly Taylor Swift appealed more to Vampires while Zombies talked more about Ben Affleck. Both groups shared a love for Taco Bell. What else are you going to nosh on during the witching hour?

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  • 10% of total mentionsFilters constructed to focus not on brands, shows, movies but pure mentions of vampires and zombiesVampires 476596 tweetsZombies 715615 tweets
  • 1897 Dracula2009 P,P and ZTwilight 2005
  • Public Health Case Study: Tracking Zombies and Vampires in Social

    1. 1. Public Health Case Study:Tracking Zombies and Vampires using Social Media John Feland, CEO and Founder john.feland@argusinsights.com @argusinsights 27 Feb 2013
    2. 2. © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 2
    3. 3. Lots of chatter but few conversationsDear axe body spray, please out a suggested serving size on your bottle. Sincerely, choking girls everywhere.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. © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 3
    4. 4. VS© 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 4
    5. 5. Humankind has been fascinated for centuries! © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 5
    6. 6. Tracking Target Segments since Oct 2012 in Twitter Walking Dead PremiereZombies Zombie Chatter is steadily 2X that of Vampiremention vampires are gender balanced. Twice as many women Chatter Vampire Diaries Premiere © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 6
    7. 7. Somewhere in suburban Georgia © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 7
    8. 8. 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 © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 8
    9. 9. Visualizing the Balance of Power across Target Segments © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 9
    10. 10. Subsegment Characterization (Vectors of Infection!) Zombie Apocalypse Walking Dead Black Ops Last Night Warm Bodies West Rhode Alaska 2.73 Arkansas 1.36 Virginia 1.08 Maine 0.75 Island 2.86 Rhode South Virginia 2.44 Montana 0.99 Island 0.95 Hawaii 0.72 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 West Utah 2.10 Conn 0.56 Nevada 0.72 Virginia 0.54 Maine 0.75 Abraham LincolnVampire Diaries Vampire Slayer Vampire Hunter Vampire Weekend Last Night North West Rhode Dakota 5.72 Vermont 1.60 Virginia 1.08 Island 0.95 Iowa 0.98 West RhodeVirginia 3.23 Island 0.95 Indiana 0.76 Colorado 0.39 Indiana 0.31 New Iowa 2.93 Hampshire 0.76 Nevada 0.36 Nevada 0.36 Conn 0.28 New Utah 2.80 Kentucky 0.68 Kansas 0.35 Utah 0.35 York 0.26Minnesota 2.79 Oklahoma 0.52 Arkansas 0.34 Oklahoma 0.26 Illinois 0.23 New © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 10Mississippi 2.68 Indiana 0.46 Jersey 0.34 Ohio 0.26 Arizona 0.15
    11. 11. But who are these legions of the undead?? ? ? ?? ? ? ? ?? ? ? © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 11
    12. 12. Cluster, cluster, who’s got the cluster? © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 12
    13. 13. “If I can’t understand it in 20 sec, I won’t buy it” Zombie Biased Topics Zompire Shared Topics Vampire Biased Topics © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 13
    14. 14. General Sampling of Target Segment © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 14
    15. 15. Location Based Filtering (we know where they lurk!) © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 15
    16. 16. This Talk Will Save Your Life! © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 16
    17. 17. Questions? Concerned for your family and friends?Office hours at 1:30 today, Expo Hall (Table E)

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