Tweeting #Uber Aksam Ahmad, Siyao Chang, Fengshi Niu, Chenyu Wang, - PowerPoint PPT Presentation

Tweeting #Uber Aksam Ahmad, Siyao Chang, Fengshi Niu, Chenyu Wang, Xinyue Zhou Feb 8, 2016 Aksam Ahmad, Siyao Chang, Fengshi Niu, Chenyu Wang, Xinyue Zhou Tweeting #Uber Feb 8, 2016 1 / 20

Questions What are the popular keywords in tweets about Uber? What are the popular keywords about Uber’s new logo specifically? When do people tweet more and what are the top negative words ? How are tweets in US different across states ? Aksam Ahmad, Siyao Chang, Fengshi Niu, Chenyu Wang, Xinyue Zhou Tweeting #Uber Feb 8, 2016 2 / 20

General: Hash tags concurrent with #uber Hash tag superbowl promo ride code winter taxi free freeride Frequency 8446 7134 7080 6979 6934 6226 5277 4606 Aksam Ahmad, Siyao Chang, Fengshi Niu, Chenyu Wang, Xinyue Zhou Tweeting #Uber Feb 8, 2016 3 / 20

General: Selected hash tag frequency trend Aksam Ahmad, Siyao Chang, Fengshi Niu, Chenyu Wang, Xinyue Zhou Tweeting #Uber Feb 8, 2016 4 / 20

General: Selected hash tag frequency trend Aksam Ahmad, Siyao Chang, Fengshi Niu, Chenyu Wang, Xinyue Zhou Tweeting #Uber Feb 8, 2016 5 / 20

Event analysis: New logo launch On February 2nd, 2016, Uber announced a complete branding overhaul The new branding, specifically the change of logo, led to large public outcry. Aksam Ahmad, Siyao Chang, Fengshi Niu, Chenyu Wang, Xinyue Zhou Tweeting #Uber Feb 8, 2016 6 / 20

Event analysis: New logo launch Direct Tweets to @Uber 1000 Number of Tweets Twitter announces logo change 750 500 250 Jan 27 Jan 29 Jan 31 Feb 02 Date Aksam Ahmad, Siyao Chang, Fengshi Niu, Chenyu Wang, Xinyue Zhou Tweeting #Uber Feb 8, 2016 7 / 20

Event analysis: New logo launch drivers shows really atoms changes bizarre branding something love amp already find company design confusing anyone like ugly confused better weird people good brand via direct pretty make completely story think icon radical inside feel helped changed time rebrand icons kalanick everyone ...substantial... sure ceo looks drops thats look one logotype app thought rebrands get iconic bit bad changing change else phone travis honest old see take personally still internet rebranding thoughts know behind makes Aksam Ahmad, Siyao Chang, Fengshi Niu, Chenyu Wang, Xinyue Zhou Tweeting #Uber Feb 8, 2016 8 / 20

Time series: total tweets frequency Aksam Ahmad, Siyao Chang, Fengshi Niu, Chenyu Wang, Xinyue Zhou Tweeting #Uber Feb 8, 2016 9 / 20

Time series: tweets with #promo or #free Aksam Ahmad, Siyao Chang, Fengshi Niu, Chenyu Wang, Xinyue Zhou Tweeting #Uber Feb 8, 2016 10 / 20

Time series of sentiment: negative tweets frequency Sentiment: protest, late, drunk, strike, fight, attack, bad, traffic, wait, hate, useless, expensive, terrible, crap, angry, frustrated, violent Aksam Ahmad, Siyao Chang, Fengshi Niu, Chenyu Wang, Xinyue Zhou Tweeting #Uber Feb 8, 2016 11 / 20

Sentiment: Most frequent negative keywords Aksam Ahmad, Siyao Chang, Fengshi Niu, Chenyu Wang, Xinyue Zhou Tweeting #Uber Feb 8, 2016 12 / 20

Sentiment: #surgepricing frequency trend Aksam Ahmad, Siyao Chang, Fengshi Niu, Chenyu Wang, Xinyue Zhou Tweeting #Uber Feb 8, 2016 13 / 20

Spacial analysis of tweets with #uber Aksam Ahmad, Siyao Chang, Fengshi Niu, Chenyu Wang, Xinyue Zhou Tweeting #Uber Feb 8, 2016 14 / 20

Spacial analysis of tweets with #uber Aksam Ahmad, Siyao Chang, Fengshi Niu, Chenyu Wang, Xinyue Zhou Tweeting #Uber Feb 8, 2016 15 / 20

Spacial analysis of tweets with #uber Aksam Ahmad, Siyao Chang, Fengshi Niu, Chenyu Wang, Xinyue Zhou Tweeting #Uber Feb 8, 2016 16 / 20

Spacial analysis of tweets with #uber Aksam Ahmad, Siyao Chang, Fengshi Niu, Chenyu Wang, Xinyue Zhou Tweeting #Uber Feb 8, 2016 17 / 20

Spacial analysis: comparison between twitter and google Aksam Ahmad, Siyao Chang, Fengshi Niu, Chenyu Wang, Xinyue Zhou Tweeting #Uber Feb 8, 2016 18 / 20

Summary Marketing words appears most frequently. Marketing tweets show systematic time-series pattern Logo changes and protest triggered two spikes. People are unhappy Aksam Ahmad, Siyao Chang, Fengshi Niu, Chenyu Wang, Xinyue Zhou Tweeting #Uber Feb 8, 2016 19 / 20

Summary California people tweet about Uber the most Tweets are different across states Analysis based on twitter and Google are consistent Aksam Ahmad, Siyao Chang, Fengshi Niu, Chenyu Wang, Xinyue Zhou Tweeting #Uber Feb 8, 2016 20 / 20