ACT Mapping, Planning and Measuring Conversation

The Twitter (Plus Others) Case Study

June 2012Dr Stephen Dann | @stephendann

@stephendann

First, the house rules

Fire up the technologyLaptops open…tablets to hand…atomic batteries to power…smartphones to speed…

#priapdp – today’s official hashtag

@stephendann

Who am I?

ANU Senior LecturerIf it’s marketing, I teach it*

ANZMAC Webmasterwww.anzmac.org

AuthoreMarketing (2010), Palgrave UK

GeekBrony, Nerf Player, Internet Addict

* Nine different subject areas so far @stephendann

Where am I?

TwitterFacebookYouTubeTumblrInstagramSoundcloudSlideshareStephendann.net (HTML, Web1.0)Stephendann.com (Archive on a blog)

@stephendann

What I do with the internet

Write books about eMarketingAn excuse to buy an Xbox, iPad, Wii, and play Facebook games as homework

Publish researchTwitter Paper (2010)

EducateClassroom blogs,

classroom twitter accounts

@stephendann

What I do with the Internet

Twitter@stephendann

Personal account. Opinions, whims and friends

@drstephendannConference Play by Play commentator

@mktg3024Between class lecture theatre / tutorial room

@anzmacText based megaphone.

Tweeting Since: 13/3/2007 (5 years, 3 months, 11 days)

@stephendann

MAPPINGPhase 1

@stephendann

So where does social media fit into the game

plan?

@stephendann

Where does social media fit?

Those who were at the Twitter session…

Throw me a suggestion via @stephendann

Don’t forget the #priapdp hashtag

OthersOn your own answer cards

We’ll do the voice thing in a moment…

@stephendann

Finding the fit

Sales lead generation?

Market Research?

Two way radio?

News ticker?

Conversations?

Talkback radio?

Text based telephone?

Pretending to be a cat?

Information hydration?

Pretending to be PM?

@stephendann

With that in mind…

Time for me to hold the stage for a moment

@stephendann

Twitter Content Classification

Project started in 2009, and is ongoing…12000+ tweets coded…Peer reviewed and published • Academy of Marketing Science for the method• ANZMAC for the categories• First Monday as an open source methodology• Social Marketing in Public Health for the

application• AMSRS conference for the measurement

@stephendann

Why Twitter?

This started as a rebutal to the Pear Analytics “Mostly Babble” statement about twitter.

Twitter data is really easy to downloadOr I’m good at getting hold of Twitter data

I like Twitter.

@stephendann

What it was…

A measurement system to track how people used their accounts1. Acquire the timeline 2. Count the tweets (n)3. Divide the tweets into one of six categories4. Within those six categories, further subdivide

into the specialist categories.5. Calculate the % of tweets for each of the 28

possible options6. Produce a scorecard.

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What it’s become

Categories of conversationmeasure the output andGuide the output

Not limited to TwitterJust founded and grounded there.

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PLANNING: THE CATEGORIES

Phase 2

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Spam

Conversational

News Events

Status

Phatic

Pass Along

The Categories

@stephendann

ConversationalTalking with the customer

• Action• Activities involving other users • Group check in

• Query• Questions, question marks or polls

• Referral• An @response/reply/wall post which contains URLs or

recommendation of other users.

• Response• Catch-all classification for conversation @tweets• Replies in any social media context

Conversational

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News Events: Telling the story

• Announcement• Announcement of a forthcoming event

• Hashtagged• Participation in a live #tagged event

• Headlines• personal eye-witness accounts of news events• Citizen journalism

• Sport• Identifiable results of sporting events• Discussion of live sport from an event

News Events

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News Events: Telling the story

• Natural Disaster• personal eye-witness of catastrophic weather

events• Citizen weather bureau

• Transport• Roads, rail, public transport or flights

• Weather• Report of prevailing weather conditions • Not just small talk

News Events

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Pass along: Share and share-alike

• Automated Endorsement• Software triggered events

• Endorsement• links to content of interest

• Secondary Social Media• Link from one service to another

• User generated content• Links to own content

Pass Along

@stephendannLoad out

Phatic

• Broadcast• Statements of opinion

• Fourth wall• comments made directly to camera

• Greetings• connections with the audience

• Unclassifiable• Cat + keyboard = asfab w4

Phatic

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Status

• Activity• answering “What are you doing now?”

• Automated• triggered by third party applications

• Location• answering “Where are you?”

• Mechanical• any form of technology or mechanical systems

Complaining about MS Word counts as mechanical

Status

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Status

• Personal• Answering “What are you feeling?”

• Physical• Answering “What are you physically

experiencing?”

• Temporal• Answering “when are you?”

• Work• Anything that relates to work.

Why do people never get promoted for tweeting about work?

Status

@stephendann

Spam

Really try not to be in this category.

@stephendann

Spam

• Administered Malcontent• Links to malware

• Keyword response• Automated context free responses to keywords

• Illegal Tweet Use• Nike gets red carded in the UK

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Spam

• Trend hijacking• One or more #hashtags of trending events in a

tweet unrelated to the trend

• Mention• Replies using the @ command from accounts

which do not follow the user, and which only post replies

• Truthiness• Astroturfing message originating from an

automated account

@stephendann

Back to that note on your cards

@stephendann

Spam

Conversational

News Events

Status

Phatic

Pass Along

@stephendann@stephendann

@mktg3024@mktg3024

@anzmac@anzmac

@drstephendann@drstephendann

@stephendann

Spam

Conversational

News Events

Status

Phatic

Pass Along

@stephendann@stephendann

@mktg3024@mktg3024

@anzmac@anzmac

@drstephendann@drstephendann

@stephendann

Spam

Conversational

News Events

Status

Phatic

Pass Along

@stephendann@stephendann

@mktg3024@mktg3024

@anzmac@anzmac

@drstephendann@drstephendann

@stephendann

Implementing

No battle plan survives contact with the enemy

@stephendann

Kit out for Pass Along content

• If this, then that• Buffer• Houtsuite• Crowdbooster• Instagram• Twylah• Wordpress (WP to Twitter)

@stephendann

Measurement

You may guess where some of this is going

@stephendann

What type of data?

Words or Numbers?Words help track the best performing content

From Hubspot • Type

• (pick a category box)

• Format• text, image, video, file, link, tweet

• Positioning• headline or an interesting line?• ask a question or state a fact?

@stephendann

Defining the length of n+string

Numbers• Klout

Logarithmic scorecard

• KredComplicated score

• TwentyFeetPerformance Dashboard

Words• Storify

• Captures the moments• Archive software• TwapperKeeper*• Archivist• Twitter to PDF

• Axel Bruns• Genius researcher @

QUT

@stephendann* Part of Hootsuite

Results - @stephendann

@stephendann

ConversationalCategory N % Exemplar

Action 77 3% *waves at @USERNAME*

Pass-along 66 2% @USERNAME Items under $1000 are exempt. http://is.gd/AV7K

Query 480 17% Invading Germany from France. Who's with me?

Response 850 30% @USERNAME Beware the polar bears.

Category N %Word Count

Words/ Sentence

>6 lettersDictionary

WordsLinguistic Inquiry Results

Action 77 3% 958 14.74 23.80 67.75 Conjunctions, Inhibition, Inclusive Biological processes

Pass-along 66 2% 1020 18.89 21.86 54.31 OtherP, Period

Query 480 17% 7032 10.13 21.22 75.33 Impersonal pronouns, Auxiliary verbs, Tentative, Discrepancy, QMark

Response 850 30% 13637 17.05 21.97 73.84 3rd pers plural

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Conversational

action5% pass-along

4%

query33%

response58%

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Questions?

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Hashtags

Used to associate a tweet with a topic• Self categorization technique

Put the # symbol in front of a word or phrase#melbquake#priapdp#teambieber

Came to Twitter as a user innovation based on use in other internet services

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