Your Final Report
Telling your story
* All examples are for purposes of illustration, and are not necessarily based on actual data analysis.
Your Final Report
Telling your story
* All examples are for purposes of illustration, and are not necessarily based on actual data analysis.
OUR TEAM:
J. ASHLEY PANTER
@jashleypanter
apanter@uga.edu
CLINT W. OWENS
@cwowens33
cwo48459@uga.edu
ABOUT TED TALKS
If you’ve never heard of a TED Talk, you’re missing out. TED is a global community that welcomes people from every discipline and culture who seek a deeper understanding of the world.
The TED brand is all about “ideas worth sharing.” The organization believes that the power of ideas can change attitudes, lives and the world. In a nutshell, TED is a community of curious souls eager to engage with ideas and each other.
PRIMARY QUESTIONS
In a deep dive into the conversation surrounding the TED brand using Crimson Hexagon, one of the metrics our team specifically focused on was demographics such as age and gender, as well as location.�
How will sentiment vary from microblogs to blogs?
How will sentiment vary based on time of day?
Are there any actionable insights to be formed from the results of this data?
How will sentiment vary from microblogs to blogs?
How will sentiment vary based on time of day?
Are there any actionable insights to be formed from the results of this data?
How will sentiment vary from microblogs to blogs?
How will sentiment vary based on time of day?
Are there any actionable insights to be formed from the results of this data?
BUSINESS PROBLEM
Primary business problems associated with the @TED platform center on several factors including: lack of engagement from millennials and predominantly neutral sentiment in engagement online.��Additionally, online engagement originating from @TED traffic is overly constrained to microblogs, namely Twitter, and engagement spikes primarily surround viral content and tweets. ��Lastly, TED engagement is overly region-specific, with the majority of traffic largely stemming from the United States.
EXECUTIVE SUMMARY
SOCIAL MEDIA
SPACES
We analyzed 156,909 posts across all platforms tracked via Crimson Hexagon for TED Talks between the time period of May 1, 2017 and August 1, 2017.
The primary audience for TED are white females (51% of demographic) over the age of 35 living in the United States.
WHITE
FEMALE
OVER 35
LOCATED IN UNITED STATES
DATA OVERVIEW
Out of a random sample of 10,000 posts, users in the age demographic of 35+ accounted for roughly 80% of total traffic.
USERS AGED OVER 35 ACCOUNTED FOR 80% OF TOTAL TRAFFIC.
Over 50% of the tone is neutral and 37% of the tone is neutral.�
50% OF THE TONE IS NEUTRAL.
Microblogs, namely Twitter, control 80% of the conversation with 126,038 out of 156,909 posts being from microblogs.
MICROBLOGS CONTROL 80% OF THE CONVERSATION.
ACTIONABLE
INSIGHTS
CONVERSATION
ANALYSIS
<2%
79%
TUMBLR
16%
<2%
CONVERSATION THEMES
While traffic is dominated by Twitter, the conversation sentiment is predominantly the same across platforms. Overall sentiment was 77% neutral, 18% positive and 5% were negative. Additionally, for the primary activity spike in our time period, May 1 - Aug. 1, the overall sentiment was roughly 94% neutral and 3% positive.
ACTIONABLE
INSIGHTS
Twitter mentions vastly dominated the amount of the use of the keyword, given that the majority of TED traffic appears on this platform.
TED does not attract a large amount of negative sentiment on Twitter and Facebook, and most posts are either positively or neutrally regarded.
The keyword, “THINKING,” appeared in a higher volume than initially hypothesized, accounting for roughly 19% of total conversation about/from TED across social media.
Twitter mentions vastly dominated the amount of the use of the keyword, given that the majority of TED traffic appears on this platform.
TED does not attract a large amount of negative sentiment on Twitter and Facebook, and most posts are either positively or neutrally regarded.
The keyword, “THINKING,” appeared in a higher volume than initially hypothesized, accounting for roughly 19% of total conversation about/from TED across social media.
Twitter mentions vastly dominated the amount of the use of the keyword, given that the majority of TED traffic appears on this platform.
TED does not attract a large amount of negative sentiment on Twitter and Facebook, and most posts are either positively or neutrally regarded.
The keyword, “THINKING,” appeared in a higher volume than initially hypothesized, accounting for roughly 19% of total conversation about/from TED across social media.
DEMO-
GRAPHICS
57% of the traffic was male.
43% was female.
54% of the overall traffic was individuals in the age range of 18-24.
White and non-hispanic individuals accounted for 1,907 total posts surrounding this spike. �
57% of the traffic was male.
43% was female.
54% of the overall traffic was individuals in the age range of 18-24.
White and non-hispanic individuals accounted for 1,907 total posts surrounding this spike. �
57% of the traffic was male.
43% was female.
54% of the overall traffic was individuals in the age range of 18-24.
White and non-hispanic individuals accounted for 1,907 total posts surrounding this spike. �
57% of the traffic was male.
43% was female.
54% of the overall traffic was individuals in the age range of 18-24.
White and non-hispanic individuals accounted for 1,907 total posts surrounding this spike. �
OUR
SUGGESTIONS
POST
ENGAGEMENT
DEMOGRAPHICS
“
Who are the people interacting with TED and what demographic are they a part of? How does this demographic relate in regard to a geographic location?
PREDICTIVE ENGAGEMENT
YOUNG PEOPLE
ENTREPRENEURS
EDUCATORS
LOCATED IN UNITED STATES
AGE DEMOGRAPHIC PERCENTAGE
BREAKDOWN
SOLUTION
PRODUCE MORE TED TALKS SPECIFICALLY WITH MILLENNIALS AND A YOUNGER DEMOGRAPHIC IN MIND.
POST
LOCATION
DEMOGRAPHICS
“
Where is the majority of TED’s engagement online coming from? How can we track where people are responding the most?
PREDICTIVE ENGAGEMENT
LOCATED IN UNITED STATES
MEDIAN INCOME
MEDIAN EDUCATION
SOLUTION
U.S.A.
U.S.A.
U.S.A.
LOCATION
DEMOGRAPHIC PERCENTAGE
BREAKDOWN
PROPOSED
NEXT STEPS
Given the overall sentiment of our data, and the relationship between post time-frames, it is clear that TED has some leeway when it comes to altering the style of their posts. ��As noted in Assignment 3, TED can approach social media in a less controlled manner, and allow for multiple types of sentiment (including negative), in order to prompt discussion and a healthy dialogue among all audiences not just a primary target audience.
EXPANSION OF ENGAGEMENT FROM TED TO AREAS BEYOND THE UNITED STATES, PRIMARILY IN SECONDARY HIGH-TRAFFIC AREAS: INDIA, UNITED KINGDOM.�
TARGETED MILLENNIAL CONTENT.
MORE ENGAGEMENT SURROUNDING VIRAL CONTENT.
ENGAGE MORE ON ALTERNATIVE PLATFORMS: BLOGS.
Your Final Report
Telling your story
* All examples are for purposes of illustration, and are not necessarily based on actual data analysis.