1. Public Health Case Study: Tracking Zombies and Vampires using Social Media 27 Feb 2013 John Feland, CEO and Founder john.feland@argusinsights.com http://www.argusinsights.com @argusinsights, #strataconf, #zompire

2. Page 2© 2013 Argus Insights, Inc. Confidential: Do Not Distribute Best Practices from Social Campaigns

3. Page 3© 2013 Argus Insights, Inc. Confidential: Do Not Distribute Lots of chatter but few conversations “Nothing says ‘I love you’ like a man’s armpit wearing Old Spice inside of a tuxedo on a battleship that has a mariachi band to serenade you.” “Dear axe body spray, please out a suggested serving size on your bottle. Sincerely, choking girls everywhere.”

4. Page 4© 2013 Argus Insights, Inc. Confidential: Do Not Distribute But who is engaging?

5. Page 5© 2013 Argus Insights, Inc. Confidential: Do Not Distribute VS

6. Page 6© 2013 Argus Insights, Inc. Confidential: Do Not Distribute Humankind has been fascinated for centuries!

7. Page 7© 2013 Argus Insights, Inc. Confidential: Do Not Distribute Tracking Target Segments since Oct 2012 in Twitter Walking Dead Premiere Vampire Diaries Premiere Zombie Chatter is steadily 2X that of Vampire Chatter Zombies are gender balanced. Twice as many women mention vampires

8. Page 8© 2013 Argus Insights, Inc. Confidential: Do Not Distribute Somewhere in suburban Georgia

9. Page 9© 2013 Argus Insights, Inc. Confidential: Do Not Distribute Introducing the Zompire Index Needed a way to track the both targets Normalized for state populations to understand relative strength of segment Since one target is larger than the other needed a way to balance

10. Page 10© 2013 Argus Insights, Inc. Confidential: Do Not Distribute Visualizing the Balance of Power across Target Segments

11. Page 11© 2013 Argus Insights, Inc. Confidential: Do Not Distribute Subsegment Characterization (Vectors of Infection!)

12. Page 12© 2013 Argus Insights, Inc. Confidential: Do Not Distribute But who are these legions of the undead? ?? ? ? ? ? ? ? ? ? ? ?

13. Page 13© 2013 Argus Insights, Inc. Confidential: Do Not Distribute Cluster, cluster, who’s got the cluster?

14. Page 14© 2013 Argus Insights, Inc. Confidential: Do Not Distribute “If I can’t understand it in 20 sec, I won’t buy it” Zombie Biased Topics Vampire Biased Topics Zompire Shared Topics

15. Page 15© 2013 Argus Insights, Inc. Confidential: Do Not Distribute General Sampling of Target Segment

16. Page 16© 2013 Argus Insights, Inc. Confidential: Do Not Distribute Location Based Filtering (we know where they lurk!)

17. Page 17© 2013 Argus Insights, Inc. Confidential: Do Not Distribute

18. Questions? Concerned for your family and friends? Office hours at 1:30 today, Expo Hall (Table E) Signup for access to the data and see whether you are safe! Email john.feland@argusinsights.com