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

• verhaul

The new branding, specifically the change of logo, led to large public

• utcry.

Aksam Ahmad, Siyao Chang, Fengshi Niu, Chenyu Wang, Xinyue Zhou Tweeting #Uber Feb 8, 2016 6 / 20

Event analysis: New logo launch

Twitter announces logo change

250 500 750 1000 Jan 27 Jan 29 Jan 31 Feb 02

Date Number of Tweets

Direct Tweets to @Uber Aksam Ahmad, Siyao Chang, Fengshi Niu, Chenyu Wang, Xinyue Zhou Tweeting #Uber Feb 8, 2016 7 / 20

Event analysis: New logo launch

changed

like

looks via app

change branding

think completely

• ne

look

design

rebrands

brand

people ceo

drops

• ld

weird amp get

personally something thought changes helped logotype icon rebrand rebranding iconic icons

anyone internet sure story thoughts ugly good kalanick phone

travis company bit feel pretty radical shows better bizarre changing love confusing know time confused honest inside

behind everyone make see take ...substantial... bad already direct drivers really still thats atoms else find 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