BirdPlot is an online tool for generating heatmaps of where and when tweets are posted.
A data point on a plot represents the latitude/longitude of where tweets are posted, and the color indicates the density of tweets, in other words, the number of tweets posted in that area. Tweets are filtered out by search terms contained in the text.
Here are a few case studies.
Case Study 1 – Targeted Marketing in Sports
Everyone has a limited budget, and part of the marketing trade is converting the highest number of ad viewers to clicks. Well placed, and effective, targeted ads increase conversion rates. Every bit of data to increase the resolution of the targets is valuable. A social media marketer can improve their bang-for- the-buck using Birdplot. Using the San Francisco Giants baseball team as an example, I'll demonstrate how birdplot can give new insights into social media events.
The hypothesis of this test: more people tweet in San Francisco the day of the game, then after the game. Seems logical, why not?
Results from this experiment could help decisions about where and when to spend on ads. Is it better to spend ad money on the day of the game or after the game? Are there more tweets in San Francisco or elsewhere? Notice because Birplot heatmaps show tweet density over time, we can glean geographic as well as time sensitive information. The following plots demonstrate tweeting activity in the San Francisco bay area, on March 5, 2013 ( Giants vs Indians ), and March 6, 2013, the day after the game.
You can see that there were more tweets the day of the game than after. Surprisingly, there are more tweets in San Jose than in San Francisco. It is important to note that this is just a single data point, and you would need many more points to draw a clearer conclusion or find a pattern. However, if after several plots, we continue seeing the same pattern, you may decide it's better to spend a little more on ads in San Jose.
To further test the hypothesis, you could run an A/B test ad campaign of a group of ads targeting Giants fans in San Jose the day after the game versus targeting Giants fans in San Francisco the day of the game.
Case Study 2 - Events In Technology
BirdPlot can reveal patterns and information useful to marketers, political strategists, sports analysts, or psychologists. Let's take a current event to demonstrate.
The CEO of Yahoo Inc. announced that telecommuting would no longer be an option for employees. The memo was leaked to the press, and sparked online conversations.
There's activity nationwide. However, the highest conversation density is occuring in the major tech hubs, such as the San Francisco bay area, New York, and Chicago.