Topics that concern the mass market ebb and flow over time. By now the frenzy over the United States Presidential Election has faded and we are knee deep in the next celebrity/government scandal perpetrated by the Rombama administration or the latest outbreak of Beiber fever. Throughout the dynamic of what occupies consumer mindshare two topics seem to remain constant and compete righteously for the top spot. We’re speaking of course of the constant battle between Zombies and Vampires. Whether they are caused by the latest virus discovered in darkest Appalachia or have my Pretty Pony inspired sparkle powers when exposed to sunlight, these two populations have take a bite into our collective psyche and are not letting go. Argus Insights has been tracking these two populations through our social media analytics platform and offer the public service of not only tracking the spread of zombies and vampires across the world but also diving into what drives the warring factions of zompire lover and haters to unpack the real battle between red and blue states (red being the oxygenated blood craved by vampires and blue being the lifeless blood that lies stagnant in the veins of zombies). Argus Insights has developed a way to not only track the spread and adoption of trends (zombies and vampires is just a compelling public health case study) but also diving deep into the conversations of consumers within social media to understand the full dimensions of the attitudinal segments with these two populations. The presentation will unpack the methodology used to not only identify and track these two affinity groups but also how within the groups, new attitudinal segments are both identified and tracked using a novel clustering approach.

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

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3. Lots of chatter but few conversations
Dear axe body spray, please out a suggested
serving size on your bottle. Sincerely, choking
girls everywhere.
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.
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4. VS
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5. VS
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6. Humankind has been fascinated for centuries!
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7. Tracking Target Segments since Oct 2012 in Twitter
Walking Dead Premiere
Zombie Chatter is steadily 2X that of Vampire Chatter
Vampire Diaries
Premiere
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8. Tracking Target Segments since Oct 2012 in Twitter
Walking Dead Premiere
Zombies Zombie Chatter is steadily 2X that of Vampiremention vampires
are gender balanced. Twice as many women Chatter
Vampire Diaries
Premiere
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9. Somewhere in suburban Georgia
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10. 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
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11. Visualizing the Balance of Power across Target Segments
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12. Subsegment Characterization (Vectors of Infection!)
Zombie Apocalypse Walking Dead Black Ops Last Night Warm Bodies
West Rhode
Alaska 2.73 Arkansas 1.36 Virginia 1.08 Maine 0.75 Island 2.86
Rhode South
Virginia 2.44 Montana 0.99 Island 0.95 Hawaii 0.72 Dakota 1.20
Missouri 2.32 Idaho 0.63 Maryland 0.85 Kansas 0.69 Colorado 0.96
New
Hampshire 2.27 Colorado 0.58 Indiana 0.76 Maryland 0.68 Conn 0.84
West
Utah 2.10 Conn 0.56 Nevada 0.72 Virginia 0.54 Maine 0.75
Abraham Lincoln
Vampire Diaries Vampire Slayer Vampire Hunter Vampire Weekend Last Night
North West Rhode
Dakota 5.72 Vermont 1.60 Virginia 1.08 Island 0.95 Iowa 0.98
West Rhode
Virginia 3.23 Island 0.95 Indiana 0.76 Colorado 0.39 Indiana 0.31
New
Iowa 2.93 Hampshire 0.76 Nevada 0.36 Nevada 0.36 Conn 0.28
New
Utah 2.80 Kentucky 0.68 Kansas 0.35 Utah 0.35 York 0.26
Minnesota 2.79 Oklahoma 0.52 Arkansas 0.34 Oklahoma 0.26 Illinois 0.23
New
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Mississippi 2.68 Indiana 0.46 Jersey 0.34 Ohio 0.26 Arizona 0.15

13. But who are these legions of the undead?
? ? ? ?? ?
? ? ?? ?
?
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14. Cluster, cluster, who’s got the cluster?
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15. “If I can’t understand it in 20 sec, I won’t buy it”
Zombie
Biased Topics
Zompire
Shared Topics
Vampire
Biased Topics
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16. General Sampling of Target Segment
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17. Location Based Filtering (we know where they lurk!)
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18. Location Based Filtering (we know where they lurk!)
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19. This Talk Will Save Your Life!
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20. Concerned for your family and friends?
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