The document discusses analyzing a sample of tweets related to Australian banks from July. Two sampling approaches were tested: 1) sampling Twitter accounts and 2) sampling tweets. A sample of 1,893 tweets from 220,000 Australian Twitter accounts was analyzed and classified by themes. The goal was to see which sampling approach best mirrored the classification of the total population of 6,145 bank tweets from July.

1. Chris&ne
Walker,
Alliance
Strategic
Research,
Australia
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
04:05am
to
04:26am
(GMT/London)
Sampling the Twitter
Stream
ChrisGne
Walker
-­‐
Researcher
Tim
Bull
–
TribalyGcs
Tech
Guy
Jonathan
Sargent
-­‐
StaGsGcian

2. Chris&ne
Walker,
Alliance
Strategic
Research,
Australia
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
04:05am
to
04:26am
(GMT/London)
2
Background
• Collect
all
tweets
for
all
Australian
banks
• Classified
on
themes
– What
is
the
substanGal
content
of
tweets?
– What
consumer
insight
can
be
gleaned?
• Total
of
p=6,145
tweets
in
July
Popula&on
of
bank
tweets

3. Chris&ne
Walker,
Alliance
Strategic
Research,
Australia
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
04:05am
to
04:26am
(GMT/London)
3
The research question
Popula&on
of
bank
tweets
Sample
of
bank
tweets

4. Chris&ne
Walker,
Alliance
Strategic
Research,
Australia
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
04:05am
to
04:26am
(GMT/London)
4
What we did
Took
all
bank
Tweets
from
July
Tested
2
sampling
approaches
against
the
populaGon
of
tweets:
1. Sample
of
Tweeters
2. Sample
of
Tweets
Which
will
best
mirror
our
classifica&on
of
the
total
tweets
for
July?

5. Chris&ne
Walker,
Alliance
Strategic
Research,
Australia
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
04:05am
to
04:26am
(GMT/London)
5
The
Tweeter
Sample
• Product
built
by
Tim
Bull
of
TribalyGcs
• 220,000
TwiWer
accounts
• All
located
in
Australia
• AcGve
accounts
• Spam
and
news
services
excluded
• Number
of
tweets
in
sample
n=
1,893

6. Chris&ne
Walker,
Alliance
Strategic
Research,
Australia
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
04:05am
to
04:26am
(GMT/London)
6
Club
has
no
say
mate,
already
liaised
with
them.
Constant
problem
at
ANZ.
Be
thankful
for
home
@
SFS
@TheImposter81
@SydneyFC1011
FUCK
#ANZ
Stadium.
AcGve
support
for
#SydneyFC
has
been
destroyed
by
stadium
security.
No
Drum,
No
Megaphone,
No
Banners.
Cove
is
ruined
=(
I
sat
at
ANZ
stadium
tonight
and
saw
none
of
the
origin.
Yep
glued
to
desk
doing
everton
Just
had
a
ball
with
Geoff
at
ANZ
Stadium,
maroon
wig
and
all!!!
Amazing
how
quiet
the
the
place
got
and
then...
hWp://i.me/
CZM1irhm
Keen
to
have
a
go
at
ZUMBA?
Well
come
on
down
to
our
FREE
Zumba
Class
Every
Friday
12.30pm
-­‐
Ground
Level
ANZ
Centre,
Albert
St
ph3544601
LAME
RT
@Jaksar:
F$Â¥k
#ANZ
Stadium.
AcGve
support
for
#SydneyFC
has
been
destroyed
by
stadium
security.
No
Drum,
No
Megaphone,
No
Banners.
lining
up
outside
near
anz
stadium
to
get
into
conference..hope
there
are
seats
len!
:-­‐)
Origin
III:
Queensland
23
New
South
Wales
18
at
ANZ
Stadium
hWp://mysp.ac/9QfXKh
RT
@CWCorporateCars:
Ben
Hur
-­‐
the
Stadium
Spectacular
-­‐
Friday
22
-­‐
Sat
23
at
Sydney
ANZ
Stadium.....
hWp:/...
hWp://
schmap.it/M0X5S0?
RT
@SangaSamways:
Evermore
playing
in
ANZ
stadium
at
state
of
origen
now...
And
will
be
playing
at
Big
Exo
Day
Sat
Sept
18!!!
RT
@TheImposter81:
Totally
pumped
for
Sat
night!
I
missed
you
@SydneyFC1011!!
Should
be
a
cracker
at
ANZ
against
the
Toffees.
#FTT?!
It
...
RT
@TheImposter81:
Totally
pumped
for
Sat
night!
I
missed
you
@SydneyFC1011!!
Should
be
a
cracker
at
ANZ
against
the
Toffees.
#FTT?!
It
...
RT
@TheImposter81:
Totally
pumped
for
Sat
night!
I
missed
you
@SydneyFC1011!!
Should
be
a
cracker
at
ANZ
against
the
Toffees.
#FTT?!
It
...
RT
@therealsteavis:
Origin
III:
Queensland
23
New
South
Wales
18
at
ANZ
Stadium
hWp://mysp.ac/9QfXKh
The
Qld
supporters
secGon
of
ANZ
last
night.
The
wigs
came
with
the
Gcket.
#TwitPict
hWp://twitpic.com/23ebjq
tonight
was
heaps
fun!
:)
had
great
seats
and
good
atmosphere
at
anz!
@MolksTVTalk
@aussenatesnoop
u
enjoy
it?
:D
#stateoforigin
Totally
pumped
for
Sat
night!
I
missed
you
@SydneyFC1011!!
Should
be
a
cracker
at
ANZ
against
the
Toffees.
#FTT?!
It
works
for
them
too!
ANZ
leaves
Nomura
and
MBK
Partners
as
bidders
due
to
tension
between
North
and
South
Koreas.
ANZ
quits
Korea
Exchange
Bank
bid
due
to
conflicts
hWp://goo.gl/i/MS9oQ
MBK
(Scooter
manufacturer)
:
ANZ
walks
from
Korea
Exchange
Bank
deal:
Report
-­‐
The
Australian
hWp://dlvr.it/2PPX8
The
Tweet
Sample
• Randomly
selected
using
SPSS
• Number
of
tweets
in
sample
n=2000

7. Chris&ne
Walker,
Alliance
Strategic
Research,
Australia
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
04:05am
to
04:26am
(GMT/London)
7
Sampling
THE TWEETERS

8. Chris&ne
Walker,
Alliance
Strategic
Research,
Australia
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
04:05am
to
04:26am
(GMT/London)
8
Profile of brands mentioned in the
sample differs from the population
0%
5%
10%
15%
20%
25%
30%
35%
40%
NAB
WESTPAC
CBA
**
ANZ
PopulaGon
Sample
**
No
significant
difference

9. Chris&ne
Walker,
Alliance
Strategic
Research,
Australia
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
04:05am
to
04:26am
(GMT/London)
9
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
Legal
Brand
image
**
Joining/Leaving
bank
Economic
Commentary
-­‐
Consumer/Business
SenGment
**
Awards/RecogniGon
**
Fees
(inc
extra
interest
charged)
Rates
General/Interest
increases/decreases
**
Security
**
Misc/General
posiGve/negaGve
Profit/dividends/Share
price/financial
viability
**
Product
Small
Business
**
Corporate
Image/Social
responsibility
stuff
ATM
**
Loan/Mortgage
**
Credit
cards
People
(from
the
bank)
Branches/LocaGon/Geography
Technology/sonware
Internet
banking/website
**
Sports/Events
Service
AdverGsing/Video/Media/Campaign
**
TwiWer
talk/4square/Digital/Social
Media
Stadiums/Towers/Buildings
PopulaGon
Sample
**
No
significant
difference
Specific themes reveal further
differences

10. Chris&ne
Walker,
Alliance
Strategic
Research,
Australia
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
04:05am
to
04:26am
(GMT/London)
10
• 11
of
39
themes
were
similar
to
the
popula&on
(90%
confidence)
• In
14
themes
the
sample
was
significantly
different
to
the
popula&on
• 14
themes
had
insufficient
comment
• The
propor&on
of
Tweets
grouped
in
these
themes
comprise
36%
of
the
sample
database
and
31%
of
the
popula&on
database
In summary – Sampling Tweeters

11. Chris&ne
Walker,
Alliance
Strategic
Research,
Australia
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
04:05am
to
04:26am
(GMT/London)
11
Sampling
THE TWEETS

12. Chris&ne
Walker,
Alliance
Strategic
Research,
Australia
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
04:05am
to
04:26am
(GMT/London)
12
Profile of brands mentioned in the
sample is the same as the population

13. Chris&ne
Walker,
Alliance
Strategic
Research,
Australia
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
04:05am
to
04:26am
(GMT/London)
13
Specific themes were most often similar

14. Chris&ne
Walker,
Alliance
Strategic
Research,
Australia
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
04:05am
to
04:26am
(GMT/London)
14
In Summary - Sampling Tweets
• 26
of
39
themes
were
similar
to
the
popula&on
(90%
confidence)
• In
8
themes
the
sample
was
significantly
different
to
the
popula&on
• 5
themes
had
insufficient
comment
• The
propor&on
of
Tweets
grouped
in
the
significant
themes
comprise
83%
of
the
sample
database
and
77%
of
the
popula&on
database

15. Chris&ne
Walker,
Alliance
Strategic
Research,
Australia
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
04:05am
to
04:26am
(GMT/London)
15
Conclusions
• Sampling
people
(or
TwiWer
accounts)
provides
a
poorer
reflecGon
of
the
total
TwiWer
commentary
on
this
topic
• Sampling
the
comment
provides
a
good
overall
picture
of
all
comments
On
this
topic:

16. Chris&ne
Walker,
Alliance
Strategic
Research,
Australia
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
04:05am
to
04:26am
(GMT/London)
16
Implications for Researchers and
Brands
• TwiWer
comment
is
easy
to
collate
• Reducing
the
data
set
is
possible
by
sampling
the
comment
• However,
this
presupposes
the
key
interest
is
the
comment
– Rather
than
influence
– Or
paWerns
of
comment
between
people
on
the
topic
• Analysis
of
the
total
stream
(for
a
limited
period)
is
advised
to
create
the
code
frame
or
classificaGons
in
the
first
place
• TesGng
different
sample
sizes
in
different
categories
will
be
advised
• This
approach
is
useful
for
analysis
– Not
if
you
want
to
respond
to
each
person’s
comments

17. Chris&ne
Walker,
Alliance
Strategic
Research,
Australia
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
04:05am
to
04:26am
(GMT/London)
Q & A
ChrisGne
Walker
&
Pravin
Shekar