Presentation of Braulio Medina, co-founder of Vortio at Insight Innovation Exchange São Paulo

1. Advances in Social
Media Listening
Braulio Medina
Mathematician (PUC-RIO - TU Darmstadt)
Co-founder of Vortio.com.br
@bmedinadias
Facebook.com/webmining
brauliomedina@vortio.com

2. How can we compare brands?
Cold Metrics Warm Metrics
‣Market value ‣Sentiment
‣Market share ‣Emotional bonding
‣Revenue ‣Target relevance
‣Profit ‣Sustainability
‣Price ‣Awareness
Measure Measure
Numbers Opinions

3. What changed with social media?
It allows us to understand the opinion of
the crowd almost instantaneously
What is wrong with social media measurement?
We are approaching it as a cold metric problem

4. Heineken X Budweiser (15-28 february)
Distribution of Twitter mentions about these brands
‣ 91K mentions 26.5K 55K ‣ 77K mentions
12.4K 1.9K
8.5K 1.7K
1.8K 1.6K
‣ USA 15% ‣ USA 58%
‣ Brazil 13% 0.9K 0.3K ‣ Canada 11%
‣ Turkey 7% ‣ UK 5%
‣ Spain 6% Data obtained from ‣ Brazil 4%
‣ Netherlands 5% ubervu.com ‣ France 1%

5. How do we get true insights without
having to read hundreds of thousands
of conversations?
To answer this question, we think
that basic statistics and naïve
sentiment analysis are not
enough

6. We decided to study how information spreads
Douglas Hofstaedter Aaron Lynch Susan Blackmore
Mathematician & Mathematician &
Psychologist
physician philosopher
The meme
Metamagical Themas Thought Contagion machine
1976 1985 1996 1996 1997 1999
Richard Brodie
Microsoft Executive Journal of
Richard Dawkins
Virus of the mind: The Memetics
The Selfish Gene
new science of the
meme
And we found out that memes reveal us a lot

7. A meme is a unit of information that spreads
It can be a video, an image or a textual idea

8. This is a text meme that spread on Twitter
Love Is Like ADIDAS And NIKE . " Nothing Is ImpossibLe , JUST DO IT
Life is like Adidas and Nike. "Nothing Is Impossible, so Just Do It. √ :)
True Life = Adidas + Nike → "Nothing is impossible" so "Just Do It"
Adidas said " Nothing is impossible" so Nike came up and said " Just do it
Life=Adidas+Nike> "nothing is impossible" so "just do it"
How can we spot clusters automatically?

9. Raw data
Clustering
Engine
Insights

10. We chose the stream graph visualization
technique to represent each cluster/meme
Cluster 1
Cluster 2
Cluster 3
Cluster 4
Sum of the conversations
in a stream graph

11. Benefits of analysing social media clusters
• More precise and much faster
• Classify in bulk - classify whole clusters instead of single
mention
• Straightforward disambiguation (eg Visa is a brand but it
also means work permit)
• Powerful sentiment metric (weighted average of clusters
sentiment score)
• Visualization of dominant topics in a timeline

12. Most important benefit of analysing
social media clusters
Quickly obtain insights for
decision making

13. Same approach can be used Job Interview
Feb
2013
The Worst
Proof that @heineken_uk is
totally out of touch. Ever, Brought to You by Heineken
(92 mentions) (1032mentions)
I liked a @YouTube video
Heineken - The Candidate
(175 mentions)
The best job interview process
ever by #Heineken
(73 mentions) Why Heineken Understands the Importance of
Employee Culture (53 mentions)
Feb
2013 I just wanted to apologize to all the people
Budweiser being sued
who had to replace their Budweiser Red
for watering down its
Light bulb after yesterday's debacle (4.985
beer
mentions)
(> 4.000 mentions)
The Budweiser Clydesdale
commercial gets me teary Beer lovers in class-action lawsuits accuse
every time(1.500 mentions)Anheuser-Busch of watering down its
Budweiser, Michelob and other brands
(1.066 mentions)

14. The Worst Job
# mentions: 22.321 Interview
Ever, Brought to
# clusters found: You by Heineken
Language: english (1032mentions)
Sentiment: very positive Influencer: @mashable
Country: USA
Sentiment: positive
I liked a @YouTube video
http://t.co/FXHTcZjV Heineken -
The Candidate
(175 mentions)
The best job interview process
ever by #Heineken
(73 mentions)
Heineken Music Hall
(107 mentions)
Proof that @heineken_uk is
totally out of touch. Pass the
needle & thread, our sides are
splitting! #DoYourResearch
(92 mentions) Why Heineken Understands the
Importance of Employee Culture
(53 mentions)

15. Influencer: @brains9
Country: Brasil
# mentions: 6.780
Sentiment: very positive
# clusters found:
Language: portuguese
Sentiment: very positive
Heineken realiza entrevista de
emprego nada convencional para
contratar estagiário (264 mentions)
Então tá tudo bem
Tomando uma Heineken
(171 mentions)
Heineken exige que estagiário salva uma
vida antes de ser contratado
(256 mentions)
Heineken simula desmaio de
entrevistador e incêndio para
contratar estagiário
Other clusters about “The (172 mentions)
Candidate”
(> 500 mentions)

16. Me sumo al grupo de
consumidores que dejan de
# mentions: 10.992 tomar Cerveza Heineken por
patrocinar peleas de perros
# clusters found: (93 mentions)
Language: spanish Influencers:
@tutunelo, @sangrevn, @elkritic
Sentiment: very positive on
Country: Argentina
Sentiment: very negative
Heineken y su original proceso de selección The Heineken hace sudar a sus
Candidate aspirantes a becario en su campaña
(158 mentions) "The candidate"(224 mentions)
The Candidate, la nueva campaña de Heineken
para contratar a un empleado (148 mentions)
Escucha cariño, nuestra canción. —Pero
es el himno de la Champions League. —Tú
cállate...le estoy hablando a mi cerveza
Heineken !!! (112 mentions)
Heineken revoluciona las entrevistas
de trabajo: The Candidate
(89mentions)

17. # mentions: 51.004
# clusters found:
Language: english
Sentiment: very negative Beer lovers in class-action lawsuits accuse
Anheuser-Busch of watering down its
Budweiser, Michelob and other brands
(1.066 mentions)
The Budweiser Clydesdale
commercial gets me teary every just wanted to apologize to all the
I
time(1.500 mentions) people who had to replace their
Budweiser Red Light bulb after
yesterday's debacle (4.985
mentions)
Bud light.. Budweiser.. I don't give a fuck. It's
all beer. Pass me a coozie (713 mentions)
Influencer: @brains9
Country: Brasil
Sentiment: very positive
Budweiser accused of watering
down its beer?
No shocked faces here Budweiser being sued for watering
(1.003 mentions) down its beer
Influencer: @brewdog (> 3.000 mentions)

18. # mentions: 1.882
# clusters found:
Language: portuguese Budweiser: fabricante é
Sentiment: very negative acusado de colocar mais
água na cerveja. Marca é
processada nos EUA
Influencer: @estadao (130 mentions)
AB Inbev é acusada de
‘aguar’ a Budweiser
(68 mentions)
A primeira a ser comprada foi a Ambev quer dobrar produção
BUDWEISER, depois o BURGER KING e de Budweiser no Brasil até 2014
agora o HEINZ. (29 mentions)
(38 mentions)
AB InBev é acusada de adicionar água demais e
diminuir teor alcoólico da Budweiser
(26 mentions)

19. # mentions: 1.882
# clusters found: 5
Budweiser acusada en EEUU de
Language: spanish aguar su cerveza
Sentiment: negative (145 mentions)
Influencer: @elespectador
La cerveza Budweiser, puede ser
utilizada como acondicionador
para el cabello
(145 mentions)
La Cerveza Budweiser está Acusan a Budweiser de vender
inspirada en una ciudad de la cerveza aguada(120 mentions)
República Checa llamada Budweis.
(118 mentions)

20. Meme dimensions analysis
Analysis of 22.321tweets
about Heineken and 51.004
tweets about Budweiser in
english
-100% 0 +100%
Dimension:
Emotions Hatred Love
Prestige Low High
Sincerity Dishonest Honest

21. Similarly, we can analyse all
conversations that mention beer

22. The average human walks
900 miles per year and
Beer is like drinks 22 gallons of
sex, when its good beer.That means that the
its good, when its God is great, beer is good, people average human gets 41
bad its still good. are crazy miles per gallon.Not bad.
Beer lovers accuse
Anheuser-Busch of
Got my toes in the watering down brews
water, ass in the http://t.co/d8prQxQlXX
sand, not a worry in
the world, cold You know I like my
beer in my hand! chicken fried, a cold
Life is good today! beer on a Friday
night
Tracked keyword: BEER
Language: ENGLISH
Number of mentions: 98.343 Main associations found: Entertainment
Number of clusters with at least 20 • Fun
similar mentions: 212
Number of mentions in the clusters: • Pleasure
11.895 • Lifestyle
Period: February 15th to 28th

23. Hijo!! ¡hueles a cerveza! - Y que
querías. ¿¡que con el dinero que me
diste oliera a whisky?
La bebida alcohólica que más Beber cerveza no está
calma la sed es la ¡Camarero! ¿tiene alitas? —Sí, señor ligado al aumento de
cerveza, porque su principal —Pues tráigame una cerveza ¡Pero peso y es beneficioso
componente es agua (93%) volando! puto JAJAJAJAJÁ. para la salud
http://t.co/ZB4JKHiw
El consumo moderado de
cerveza beneficia al
embarazo, la lactancia, la
menopausia y ayuda a
combatir el Alzheimer
http://t.co/qJ2RX4Ad
Tracked keyword: CERVEZA
Language: SPANISH Main associations found: Health
Number of mentions: 119.775
Number of clusters with at least 20
similar mentions: 353
• Beer has no correlation to weight gain
Number of mentions in the clusters:
36.858 • Drinking beer is healthy
Period: February 15th to 28th

24. Ein durchschnittlicher "20 Bier, 1 Slayer-Album
Deutscher geht im Jahr und Kippen? Ausweis
1550km und trinkt 107 Liter bitte." "Hier. Ich bin 42."
Bier. Macht einen Verbrauch "Danke. Mich interessiert
von 6,9l/100km. nur Ihre Adresse. Dann
bis heute Abend."
Ich brauche einen Ärger für Anheuser-
Mann, dem ich Busch: Brauereikonzern
"Hier, halt mal soll #Bier mit Wasser
grad mein Bier!" gestreckt haben
bei einer
Kneipenschlägerei Buch übers Trinken: Im
sagen kann. sakralen Bereich der Bier-
Magie...
http://t.co/rudA4IuQC5
Die 2 Gründe warum Männer Bier trinken. 1. Sie
haben keine Frau 2. Sie haben eine Frau Deutsch for Drinkers: "Bier" = beer. "Wein" = not beer.
Tracked keyword: BIER
Language: GERMAN Main associations found: HEAVY USAGE
Number of mentions: 12.233
Number of clusters with at least 10 • Beer drinking is a strong characteristic
similar mentions: 44 of the german culture
Number of mentions in the clusters:
1.604
Period: February 15th to 28th

25. Bilancio del primo tempo Se non hai la birra puoi
visto da #Pilsen. Zero palle sempre trovare del vino o
gol, possesso di palla #barca del whisky o delle
70%, possesso birra 100% sigarette, ma se non hai
http://t.co/Gg5oPahb amore non hai un cazzo.
Class action contro
[X] Ho bevuto birra. [] Budweiser, aggiungere
Ho fumato una e acqua nella birra.
sigaretta intera. [] Mi
sono drogato. [X] Ho
scritto sul muro di un
bagno.
Ok, birra era la
risposta... Ma non mi
ricordo più quale fosse
la domanda.
Tracked keyword: BIRRA
Language: ITALIAN Main associations found: FOOTBALL
Number of mentions: 8.511
Number of clusters with at least 10 • Drinking beer and watching football
similar mentions: 50 • Substitute drugs like cigarretes or other
Number of mentions in the clusters:
1.224
alcoholical beverages
Period: February 15th to 28th

26. Different cultures, different behaviours
Based on our 2-week analysis, it seems that most
Americans drink beer to relax and feel good
Italians drink beer because of relationship problems
Brazilians drink beer to party
Spanish speakers consider beer drinking healthy
Germans drink beer to fuel their bodies
French drink beer because it tastes good

27. These insights can help us
Calculate and compare brand metrics
Understand the consumer
Understand the performance on midia channels
Minimize reputational risk
Build meaningful conversations

29. www.vortio.com.br
Facebook.com/vortio