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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
Concerned for your family and friends?
                            Sign up for access at
http://portal.argusinsights.com/users/sign_up/

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Public Heath Case Study: Tracking Zombies and Vampires in Social Media

  • 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. © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 2
  • 3. 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
  • 4. VS © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 4
  • 5. VS © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 5
  • 6. Humankind has been fascinated for centuries! © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 6
  • 7. 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
  • 8. 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
  • 9. Somewhere in suburban Georgia © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 9
  • 10. 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
  • 11. Visualizing the Balance of Power across Target Segments © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 11
  • 12. 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
  • 13. But who are these legions of the undead? ? ? ? ?? ? ? ? ?? ? ? © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 13
  • 14. Cluster, cluster, who’s got the cluster? © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 14
  • 15. “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
  • 16. General Sampling of Target Segment © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 16
  • 17. Location Based Filtering (we know where they lurk!) © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 17
  • 18. Location Based Filtering (we know where they lurk!) © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 18
  • 19. This Talk Will Save Your Life! © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 19
  • 20. Concerned for your family and friends? Sign up for access at http://portal.argusinsights.com/users/sign_up/

Editor's Notes

  1. 10% of total mentionsFilters constructed to focus not on brands, shows, movies but pure mentions of vampires and zombiesVampires 476596 tweetsZombies 715615 tweets
  2. 10% of total mentionsFilters constructed to focus not on brands, shows, movies but pure mentions of vampires and zombiesVampires 476596 tweetsZombies 715615 tweets
  3. 1897 Dracula2009 P,P and ZTwilight 2005