Twitter sentiment analysis is a real-time automated machine-learning technique that determines and categorizes the subjective context in tweets . Sentiment analysis of Twitter data involves Opinion Mining to analyze the psychological intent in a tweet – positive, negative, or neutral.

1. #DINFOSSMW
Jared Benoff (@jbenoff)
March 2017

2. 1. Twitter today
2. Campaign strategy
3. Success story
4. Q&A
Agenda

3. Twitter today

4. 319M 500m
Tweets every day
Monthly active
users
Twitter in the world
1B
Unique visits to sites
with Tweets

6. Twitter is
What’s
Happening

7. Campaign
strategy

8. Time for a road trip

9. #Goals
What’s the goal of your roadtrip?

10. What is your
primary goal?
1
How does this align to
your organization
goals?
3
Define your goals
Why should you invest
time and resources into
this initiative/event?
2

11. #Plans
What will it take to get to your destination?

12. Stakeholders
1
Key Results
3
Tactics
2
Map your plan

13. Goals Tactics Tools
Increase media
content
Utilize pro media tools to instantly
publish and clip live media content
natively onto Twitter
studio.Twitter.com
SnappyTV
Periscope
Premium Live Video
Twitter Challenger
Twitter Q&A
Increase audience
participation
Utilize public engagement tools to
directly engage and encourage your
audiences to Tweet
Periscope
Twitter Q&A
Conversational Video
Expand reach of
content
Utilize curation and publishing tools to
extend content to web properties
TwitterMoments
Syndication Tools
Developer Tools
Tactics

14. Key Results
1. Volume. Increase in number of Tweets, Tweets with photos/videos, etc.
2. Reach. Increase in impressions, number of video views, video completion, etc.
3. Earned Media. External coverage of campaign activity.
4. Competition. Performance as compared to other platforms.
5. Relationships. Demonstrated partnership with key stakeholders and influencers.
How are you going to measure tactics to meet your goals?

15. #OhCRAP
What happens if you hit a detour?

16. Encountering obstacles
Have questions? Email us at gov@twitter.com

17. #Measure
How will you know it was a successful roadtrip?

18. Measurement
1. Tools. What tools and resources do you need to gather relevant metrics?
2. Benchmarks. What are the points of comparison?
3. Off-Twitter. How to quantify results off of Twitter?
4. Impact. What metrics and results matter the most?
How are you going to evaluate metrics to determine whether goals are met?

19. Measurement

20. #Review
Did we meet the goals of our roadtrip?

21. Review
1. Goals. Did the results demonstrate that the goals were met?
2. Key Learnings. What did you learn?
3. Sharing. Who should you share your learnings with?
4. Next Steps. Should you do this again? How do you continue this campaign?
Analyze whether goals were met, what are the key learnings, and next steps

22. Rinse and repeat.

23. Case study:
@JCCIC

24. @JCCIC

25. Grow @JCCIC audience
through live production
capabilities
Goals
Plans
Measure
Review

26. Plan your time
How @JCCIC reached their goal
PRE-EVENT
Review plans, testing,
tool enrollment,
trainings
POST EVENT
Review results with
external partner.
DURING
Event execution.
POST EVENT
Download & analyze
metrics, draft report,
conduct internal
review and share
with stakeholders.
PRE-EVENT
Content
planning,
resource
allocation,
internal buy-in
Goals
Plans
Measure
Review

27. Goals Tactics Tools
Increase media
content
Utilize pro media tools to instantly
publish and clip live media content
natively onto Twitter
studio.Twitter.com
SnappyTV
Periscope
Premium Live Video
Twitter Challenger
Twitter Q&A
Increase audience
participation
Utilize public engagement tools to
directly engage and encourage your
audiences to Tweet
Periscope
Twitter Q&A
Conversational Video
Expand reach of
content
Utilize curation and publishing tools to
extend content to web properties
TwitterMoments
Syndication Tools
Developer Tools
Tactics
Goals
Plans
Measure
Review

28. Goals
Plans
Measure
Review
Metrics to measure:
☑ Followers
☑ Impressions
☑ Engagement
Measure
How will @JCCIC measure their tactics to reach their goal?

29. Tactics
Goals
Plans
Measure
Review

30. Polls
Goals
Plans
Measure
Review

31. Paul Ryan
@SpeakerRyan
One hour to go.
#InaugurationDay
493
1,45
4 10:10 AM – 20 Jan 2017
Influencers

32. Periscope
Goals
Plans
Measure
Review

33. Live video clips
Goals
Plans
Measure
Review

34. Results
Goals
Plans
Measure
Review

35. Goals
Plans
Measure
Review
Metrics to measure:
☑ Followers
☑ Impressions
☑ Engagement
Measure
Goal: Grow @JCCIC audience through live production capabilities

36. @JCCIC follower growth
11/8/16-1/30/17
0
2,250
4,500
6,750
9,000
9/19/2012 4/7/2013 10/24/2013 5/12/2014 11/28/2014 6/16/2015 1/2/2016 7/20/2016
8K
Goals
Plans
Measure
Review

37. @JCCIC impressions
around the #Inauguration
187 Tweets totaling 2.7M impressions, average
of 33,000 impressions per Tweet
Goals
Plans
Measure
Review

38. Total Impressions per
Tweet type
11/8/16-1/30/17
Goals
Plans
Measure
Review
290.92K
1.49M
532.33K
345.8K
25.02K 7.04K
57.43K
0
400,000
800,000
1,200,000
1,600,000
Native Video Photo SnappyTV Periscope Text-only Reply Poll
Total
Impressions
Per
Tweet
Type

39. Average Engagements per
Tweet type
266
636
2,424
3,179
169
45 93
0
1,000
2,000
3,000
4,000
Native Video Photo SnappyTV Periscope Text-only Reply Poll
Average
Engagements
11/8/16-1/30/17
Goals
Plans
Measure
Review

40. 5 focus areas to build a successful Twitter campaign
Recap
1. #Goals. Define why this matters to your mission to set you on the right path.
2. #Planning. Identify stakeholders, tactics, timeline of events, and key results.
3. #OhCrap. Expect the unexpected and know how to get in touch.
4. #Measurement. Map metrics to your goals.
5. #Review. Analyze whether goals were met, what are the key learnings, and next steps.

41. Thank you!