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Twitter and EWOM Branding


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given at the CHI Twitter Workshop 2009

Published in: Education, Business, Technology

Twitter and EWOM Branding

  1. 1. Twitter this! ( branding and micro-blogging ) Jim Jansen*, Mimi Zhang*, Kate Sobel**, Abdur Chowdury*** *College of Information Sciences and Technology, Penn State **Smeal College of Business Administration, Penn State ***Twitter, Inc. @jimjansen, @abencat, @ksobes, @abdur
  2. 2. Outline <ul><li>Set the stage </li></ul><ul><ul><li>Analysis of the marketplace </li></ul></ul><ul><li>Introduction </li></ul><ul><ul><li>Observations of micro-blogging </li></ul></ul><ul><li>Results of research study </li></ul><ul><ul><li>Twitter this! (branding and micro-blogging) </li></ul></ul><ul><li>Implications for online marketing/branding </li></ul><ul><ul><li>Focus on businesses </li></ul></ul>
  3. 3. Observations of the Online Marketplace <ul><li>Twitter and other Web 2.0 services have or are planning to enter the online marketplace. </li></ul><ul><ul><li>Many commentators see Web 2.0 companies as having a major impact for online marketing ; however, there are limited studies . </li></ul></ul><ul><ul><li>Companies are beginning to use the search capabilities of communication services , like Twitter. </li></ul></ul><ul><ul><li>How can companies leverage these Web 2.0 services for online marketing and other purposes? Do these Web 2.0 companies have an effect at all for online marketing? </li></ul></ul>
  4. 4. Design of Research Study <ul><li>Evaluated the micro-blogging phenomena; our focus was on the implications for online word-of-mouth ( OWOM ) branding. </li></ul><ul><li>Used the Summize sentiment analysis tool on tweets posted to Twitter. </li></ul><ul><li>Summize uses a multi-nominal Bayes model lexicon of approximately 200,000 uni- and bi-grams of phrases that have a probability distribution to determine the sentiment . </li></ul><ul><li>Collected data for 50 brands for 13 weeks, from April 4, 2008 to July 3, 2008, inclusive. </li></ul><ul><li>There were 149,472 tweets mentioning the 50 brands over the 13 weeks. </li></ul>
  5. 5. Likert Scale <ul><li>No Sentiment : just a mention (e.g., wondering what time the banana republic store at the mall closes ). </li></ul><ul><li>Wretched : Practically pure negative overall feelings of the entire tweet. (e.g., Screw you google maps. Its a good thing I have this compass and sharp stick ). </li></ul><ul><li>Bad : Mainly negative phrases and words, disappointed tone. (e.g., Sitting next to a &quot;smart car&quot; in traffic. These things just look weird. About as long as a rickshaw ). </li></ul><ul><li>So-so : Mediocre or balanced sentiment. (e.g., wii fit is fine, just leave enough room around you to wave your arms! ). </li></ul><ul><li>Swell : Mainly positive statements, such as good or nice. (e.g., you might have those forever stamps that are all good no matter the price of a current stamp ). </li></ul><ul><li>Great : Purely positive in tone and wording. (e.g., Heaven on earth, the banana republic outlet store 40% off sale ). </li></ul>
  6. 6. Results <ul><li>More than 60 percent of the aggregate weekly sentiments for the brands were positive (i.e., great or swell ). </li></ul><ul><li>Just over 22 percent was negative (i.e., bad or wretched ). </li></ul><ul><li>A smaller percentage ( 12 percent ) was neutral (i.e., so-so ) and an even smaller percentage of the brands (approximately 5 percent ) had no tweets in a given week. </li></ul>
  7. 7. Results <ul><li>We can see that approximately 32 percent of the time there was no change from one week to the next . </li></ul><ul><li>More than 64 percentage of the time there was a change in sentiment or a change to no tweets. </li></ul><ul><li>Micro-blogging is volatile when dealing with brands! </li></ul>
  8. 8. Shortening of the physical and emotional distance between the business and the customer. <ul><li>Implications: Micro-blogging can … </li></ul><ul><li>used to provide information and draw potential customers (20% of tweets have sentiment and the other 80% deal with information seeking and providing) </li></ul><ul><li>provide positive brand exposure via followers and others </li></ul><ul><li>,with micro-blog monitoring tools, allow companies to track postings and immediately intervene with unsatisfied customers. </li></ul><ul><li>provide near real-time feedback by setting up corporate accounts, from customers using micro-blog polls, and surveys </li></ul><ul><li>provide valuable content and product improvement ideas if companies tracking micro-blog postings </li></ul><ul><li>allows companies to leverage contacts made via micro-blogging services to further their branding efforts </li></ul>
  9. 9. Thank you! Jim Jansen*, Mimi Zhang*, Kate Sobel**, Abdur Chowdury*** *College of Information Sciences and Technology, Penn State **Smeal College of Business Administration, Penn State ***Twitter, Inc. @jimjansen, @abencat, @ksobes, @abdur
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