ʻAʻole paha nā ʻoihana Super Bowl maikaʻi loa ka mea āu e manaʻo ai. ʻOiai ke ulu nei ko mākou hiki ke hōʻiliʻili i ka ʻikepili, ke hopu nei mākou i ka hiki ke hoʻomaopopo i ka ʻikepili. Ma Perscio, kā mākou hui o ka ʻepekema ʻikepili i hana i kahi hohonu hohonu o ka hana Twitter i ka wā o Super Bowl a ʻike ʻia ʻaʻole nā pāʻoihana i makemake nui ʻia nā hopena maikaʻi loa. Eia kekahi, ma ka hope o kēia ʻatikala he ʻike pilina o kā mākou ʻikepili!
Ko mākou Kuhiakau
ʻO nā hopena maikaʻi ʻole e alakaʻi i ka nui o ka leo, akā ʻo nā manaʻo maikaʻi e hoʻonui i ka hoʻopili.
ʻO ka hapanui o ka poʻe i kēia manawa ua kamaʻāina me ka hoʻolaha Nationwide kaulana kahi e pepehi ai lākou i ke keiki i ka hopena. ʻO kēia hoʻoholo hoʻohilahila a ʻano ʻē paha i alakaʻi ʻia i kahi haʻihaʻi nui o ka hopena ma ka pāpili kaiaulu. Ua hoʻokuʻu ʻia kekahi mau ʻoihana kūʻai ʻo ka hapanui o nā tweets nā hopena e hōʻike nei iā Nationwide ma ke ʻano he mea lanakila, akā kānalua mākou.
ʻO ko mākou noʻonoʻo ʻoiai ʻo ka pane maikaʻi ʻole e alakaʻi i nā tweets he nui, ʻaʻole paha ia ke ʻano o ka hana a Nationwide i makemake ai. I ka hopena, ʻo Microsoft paha kēlā lanakila i ka pāpaho i ka Super Bowl.
Pehea ka hana a ka Haʻawina
- ʻO ka mea mua, he nui aku i 28.4 miliona mau tweets honua i ka wā o ka pāʻani. Ua hopu kā mākou mau kikowaena ingest ma kahi o 9 miliona o kēlā mau mea no kēia noi. Manaʻo mākou he laʻana maikaʻi maikaʻi ia, e pili ana i 32%.
- ka Perscio ʻokoʻa ka hoʻopaʻa haʻawina mai nā poʻe āpau āpau i kā mākou hāpana ʻana mai ALL tweets, a ʻaʻole wale nā mea i nakinaki ʻia i nā waihona o nā mea hoʻolaha. ʻO ke kumu kēia he ʻike hou aku kā mākou ma mua o ka mea hiki iā ʻoe ke huki mai ka Twitter API.
- Ua huki mākou i ka ʻikepili mai nā tweets i nā ʻano ʻelua, me ka hoʻohana ʻana i nā mea ʻelua ʻōlelo kūlohelohe e like me ke kuhikuhi @ ʻōlelo kūhelu Twitter. ʻO kahi laʻana, ka hoʻohālikelike ʻana i nā tweet āpau me mcdonald hoʻohālikelike ʻia i nā ʻano āpau (w / o capitalization a plural) a @Kauane.
- Ua holo mākou i nā tweets āpau ma o kahi mea i ʻike ʻia kālailai manaʻo e hoʻohana ana i nā algorithms e hoʻoholo inā maikaʻi a maikaʻi ʻole paha kahi tweet (Polarity), a me ka ʻoiaʻiʻo a manaʻo paha (Kumuhana).
- Ua hōʻuluʻulu mākou i kahi papa inoa _____ nui loa no ʻo ka hapanui o nā tweets, nā manaʻo nui loa, a ʻoi loa nā manaʻo awelika.
- Ma lalo o kēlā me kēia loa 'ikamu, ua helu mākou i nā top 10 retweets i hiki iā mākou ke ʻike maka i ke ʻano o ke kaʻa o kēlā me kēia mea.
Nā huahelu maka - nā mana e ka leo
Exhibit A - Ke hōʻike nei i ka nui o nā tweet i "ʻōlelo kūlohelohe"
I ka Exhibit A, makemake mua mākou e hoʻomaopopo iā McDonalds lanakila 'o ia ma ka leo maoli. Eia nō naʻe, ua hoʻomaopopo kā mākou ʻepekema ʻikepili i ka hele ʻana i Super Bowl, ua nui ke kālepa o McDonalds.
No laila ke hoʻoponopono nei no kahi laina kumu o ke kaʻa ma mua o ka pāʻani, hiki ke helu ʻia ʻo Nationwide ma ke ʻano he lanakila o ka nui mai kā lākou ʻoihana.
Eia kekahi ma Exhibit A hiki iā ʻoe ke ʻike i kahi kokoke iā Nationwide ʻo Skittles, Pepsi, a me Doritos. Ke hele nei ʻo Microsoft ma lalo o ka papa inoa, no laila e haʻohaʻo ana ʻoe i kēia manawa; no ke aha mākou e manaʻo ua lanakila ʻo Microsoft? ʻĀ, no ka mea aia he hoʻokaʻawale nui ma waena o ke ala e kamaʻilio ai ka poʻe, a me ke ʻano o ka hana ʻana o ka pāpili.
Hoʻopili vs. Chatter
I mea e lilo ai kahi ʻoihana i kahi tweet i mea kūpono, aia kekahi hana o kekahi ʻano. No Twitter, nā hana maopopo loa:
- Retweet i kekahi mea
- E hāhai i ka helu o ka ʻoihana
- Kaomi i kahi loulou i ka tweet
No laila ua nānā hou mākou i ka ʻikepili e ʻike ai i ka mea i loaʻa ka hapa nui nā hana mai kā lākou nui Twitter a me nā mea kiʻekiʻe 5:
- @Kauane (hou, ua kiʻekiʻe lākou i ka leo)
- @Microsoft
- @ Mau
- @Nationalwide
- @Lexus
No laila ma aneʻi ʻike ʻoe ua hana ʻoi aku ʻo Microsoft ma mua o Nationwide i ka loaʻa ʻana o nā hana he nui loa. Ua hana mākou i kahi nānā ʻike o nā URL kiʻekiʻe ma nā kahawai Twitter, a ʻo Microsoft ka nui o nā loulou e hoʻi nei i kā lākou mau kāʻei ponoʻī. Akā, pehea e pili ana i ka manaʻo? ʻO wai ka mea e aloha nui nei ma Twitter?
Manaʻo vs. Nā manaʻo maikaʻi ʻole
I Exhibit B - Helu ʻia nā moʻokāki a me nā ʻimi ʻōlelo kūlohelohe kiʻekiʻe e like me ka polarity (maikaʻi a maikaʻi ʻole paha) a me ke kumuhana (ʻoiaʻiʻo a manaʻo paha).
I ka Exhibit B, hiki iā ʻoe ke ʻike i kā mākou moʻokāki a pau a me nā ʻimi ʻōlelo kūlohelohe kiʻekiʻe i kiʻi ʻia e like me ka polarity (maikaʻi a maikaʻi ʻole paha) a me ke kumuhana (ʻoiaʻiʻo a manaʻo paha). ʻO nā mana maikaʻi loa @Kauaiii, @bmw, a @wix. ʻO kā mākou mau inoa maikaʻi ʻole maikaʻi loa ʻorilelo huna victorias, t-mobile, a ʻaʻohe pūʻiwa ma ka'āina. No laila hiki iā ʻoe ke ʻike maopopo i ka hapa nui o nā kaʻa no ka ʻāina holoʻokoʻa he maikaʻi ʻole.
No ka loaʻa ʻana o ka leo nui, ʻo McDonalds a me Microsoft ka piko o ka luna. ʻO kēia ka manaʻo ʻaʻole lākou e loaʻa nui ana i ka nui o nā kaʻa, akā maikaʻi loa ke kamaʻilio ʻana.
Hoʻopau
No laila inā ʻoe e hoʻohui āpau, ʻo Microsoft wale nō luna hoʻokūkū ke hana maikaʻi nei ma nā ana ʻekolu: ka leo, ke komo ʻana, a me ka manaʻo.
ʻOiai, a makemake mākou e maopopo i kēia, ʻoiai mākou e manaʻo ua lanakila ʻo Microsoft i ka hoʻokūkū ʻoihana Super Bowl; Makemake ʻo McDonalds e lanakila i ka pāpaho kaiaulu, i nā manawa āpau.
Caveats a me Trivia
- ʻOiai mākou i huki i nā tweets he nui, ʻaʻole ia ʻo KATOA o lākou. Hiki ke loli kekahi o kēia ʻike inā mākou e nānā ana iā 100%.
- Kau ʻia nā kumuwaiwai ʻē aʻe iā Budweiser ma ka piko o ka papa inoa, a ʻaʻole hiki iā mākou ke ʻike i kahi kumu no ia. ʻAʻole maopopo iā mākou ke kumu o ka pilikia, akā makemake mākou e hōʻoia ia.
- ʻAʻole kā mākou laina laina no McDonalds i helu ʻia i loko o kā mākou ʻike ʻike no ka mea ʻaʻohe o mākou laina haʻahaʻa no nā mea āpau. Ua hōʻike nui ʻo McDonalds i kahi nui o kahi buzz maopopo e hele nei i ka pāʻani a mākou i helu ai i loko o kā mākou hopena.
- @mekekekekii a @kekahi ʻo ia ka mea e pili pono ana me kā lākou mau tweet e ʻike nei i nā manaʻo nui-no-tweet.
- ʻAʻole mākou i hopu #LikeAGirl ʻo ia ka hashtag kaulana (kā mākou maikaʻi ʻole). Eia nō naʻe, hōʻike ʻia nā noiʻi ʻē aʻe ʻaʻole i hiki i kahi leo e hopena i kā mākou hopena.
E pili ana iā Perscio
Perscio ke nānā aku nei kāu hoa ʻoihana i ka hoʻokumu ʻana i nā manawa ʻikepili nui. Hāʻawi kā mākou ʻike kūikawā iā mākou e hoʻopili i ka āpau ma waena o ka honua loea o Big Data a me nā ʻano hana o ka hoʻolālā ʻoihana. Hana pū mākou me ʻoe e wehewehe i kahi hoʻolālā, koho i nā huahana, hoʻokō i nā hopena a kūkulu i ka mākaukau hoʻonohonoho e kālailai a ʻike i ka ʻikepili. E aʻo hou ae hoʻoiho i kā mākou keʻokeʻo, Aia kekahi World Nui o ka ʻikepili ma waho.
