christine walker - festival of newmr - 2010
TRANSCRIPT
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
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)
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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
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)
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The research question
Popula&on of bank tweets Sample of bank tweets
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)
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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?
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)
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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
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)
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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
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)
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Sampling THE TWEETERS
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)
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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
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)
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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
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)
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• 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
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)
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Sampling THE TWEETS
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)
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Profile of brands mentioned in the sample is the same as the population
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)
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Specific themes were most often similar
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)
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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
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)
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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:
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)
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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
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