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Public Heath Case Study: Tracking Zombies and Vampires in Social Media
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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.
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Public Heath Case Study: Tracking Zombies and Vampires in Social Media
- Public Health Case Study: Tracking Zombies and Vampires using Social Media John Feland, CEO and Founder john.feland@argusinsights.com @argusinsights 27 Feb 2013
- © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 2
- Lots of chatter but few conversations Dear 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
- VS © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 4
- VS © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 5
- Humankind has been fascinated for centuries! © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 6
- Tracking Target Segments since Oct 2012 in Twitter Walking Dead Premiere Zombie Chatter is steadily 2X that of Vampire Chatter Vampire Diaries Premiere © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 7
- Tracking Target Segments since Oct 2012 in Twitter Walking Dead Premiere Zombies 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 8
- Somewhere in suburban Georgia © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 9
- 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 10
- Visualizing the Balance of Power across Target Segments © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 11
- 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 Lincoln Vampire 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 Rhode Virginia 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 0.26 Minnesota 2.79 Oklahoma 0.52 Arkansas 0.34 Oklahoma 0.26 Illinois 0.23 New © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 12 Mississippi 2.68 Indiana 0.46 Jersey 0.34 Ohio 0.26 Arizona 0.15
- But who are these legions of the undead? ? ? ? ?? ? ? ? ?? ? ? © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 13
- Cluster, cluster, who’s got the cluster? © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 14
- “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 15
- General Sampling of Target Segment © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 16
- Location Based Filtering (we know where they lurk!) © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 17
- Location Based Filtering (we know where they lurk!) © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 18
- This Talk Will Save Your Life! © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 19
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Editor's Notes
- 10% of total mentionsFilters constructed to focus not on brands, shows, movies but pure mentions of vampires and zombiesVampires 476596 tweetsZombies 715615 tweets
- 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