Twitter and EWOM Branding
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Twitter this! (branding and micro-blogging)
Jim Jansen*, Mimi Zhang*, Kate Sobel**, Abdur Chowdury****College of Information Sciences and Technology, Penn State
**Smeal College of Business Administration, Penn State***Twitter, Inc.
@jimjansen, @abencat, @ksobes, @abdur
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Outline• Set the stage
– Analysis of the marketplace• Introduction
– Observations of micro-blogging• Results of research study
– Twitter this! (branding and micro-blogging)• Implications for online marketing/branding
– Focus on businesses
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Observations of the Online Marketplace
Twitter and other Web 2.0 services have or are planning to enter the online marketplace.
– Many commentators see Web 2.0 companies as having a major impact for online marketing; however, there are limited studies.
– Companies are beginning to use the search capabilities of communication services, like Twitter.
– How can companies leverage these Web 2.0 services for online marketing and other purposes? Do these Web 2.0 companies have an effect at all for online marketing?
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Design of Research Study• Evaluated the micro-blogging phenomena; our
focus was on the implications for online word-of-mouth (OWOM) branding.
• Used the Summize sentiment analysis tool on tweets posted to Twitter.
• Summize uses a multi-nominal Bayes model lexicon of approximately 200,000 uni- and bi-grams of phrases that have a probability distribution to determine the sentiment.
• Collected data for 50 brands for 13 weeks, from April 4, 2008 to July 3, 2008, inclusive.
• There were 149,472 tweets mentioning the 50 brands over the 13 weeks.
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Likert Scale• No Sentiment: just a mention (e.g., wondering what time the
banana republic store at the mall closes).• Wretched: Practically pure negative overall feelings of the
entire tweet. (e.g., Screw you google maps. Its a good thing I have this compass and sharp stick).
• Bad: Mainly negative phrases and words, disappointed tone. (e.g., Sitting next to a "smart car" in traffic. These things just look weird. About as long as a rickshaw).
• So-so: Mediocre or balanced sentiment. (e.g., wii fit is fine, just leave enough room around you to wave your arms!).
• Swell: Mainly positive statements, such as good or nice. (e.g., you might have those forever stamps that are all good no matter the price of a current stamp).
• Great: Purely positive in tone and wording. (e.g., Heaven on earth, the banana republic outlet store 40% off sale).
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ResultsSentiment by Week Occurrences %
Great 194 29.8% Swell 200 30.8% So-so 78 12.0% Bad 102 15.7% Wretched 42 6.5% No Tweets 34 5.2% TOTAL 650 100.0%
Brand Sentiment by Week
• More than 60 percent of the aggregate weekly sentiments for the brands were positive (i.e., great or swell). • Just over 22 percent was negative (i.e., bad or wretched). • A smaller percentage (12 percent) was neutral (i.e., so-so) and an even smaller percentage of the brands (approximately 5 percent) had no tweets in a given week.
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Results
• We can see that approximately 32 percent of the time there was no change from one week to the next. • More than 64 percentage of the time there was a change in sentiment or a change to no tweets.• Micro-blogging is volatile when dealing with brands!
Change Occurrence % Change to negative 182 30.3% Change to positive 184 30.7% No change 195 32.5% No tweets to negative tweets 8 1.3% No tweets to positive tweets 13 2.2% Tweets to no tweets 18 3.0% TOTAL 600 100.0%
Sentiment Changes By Week
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Shortening of the physical and emotional distance between the business and the customer.
Implications: Micro-blogging can …
• used to provide information and draw potential customers (20% of tweets have sentiment and the other 80% deal with information seeking and providing)
• provide positive brand exposure via followers and others • ,with micro-blog monitoring tools, allow companies to track
postings and immediately intervene with unsatisfied customers.
• provide near real-time feedback by setting up corporate accounts, from customers using micro-blog polls, and surveys
• provide valuable content and product improvement ideas if companies tracking micro-blog postings
• allows companies to leverage contacts made via micro-blogging services to further their branding efforts
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Thank you!
Jim Jansen*, Mimi Zhang*, Kate Sobel**, Abdur Chowdury****College of Information Sciences and Technology, Penn State
**Smeal College of Business Administration, Penn State***Twitter, Inc.
@jimjansen, @abencat, @ksobes, @abdur
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