Contents

Introduction...............................................................................................................................................3
Social Media Network Analysis................................................................................................................4
Crisp DM Methodology:.......................................................................................................................4
Business Problem Understanding:.......................................................................................................4
Data Collection and Preparation:.........................................................................................................4
Statistical Analysis – Modelling:...........................................................................................................5
Data Understanding.............................................................................................................................5
Statistics:.............................................................................................................................................5
Graphical Representation:....................................................................................................................7
Evaluation:.............................................................................................................................................9
Qualitative Measures:.........................................................................................................................10
Recommendation:................................................................................................................................10
Unstructured Data - Text/Sentiment Analysis.......................................................................................11
Business Problem Understanding:.....................................................................................................11
Data Preparation.................................................................................................................................11
Unsupervised Sentiment Analysis using VADER..............................................................................12
Analysis of the Results:.......................................................................................................................12
References............................................................................................................................................16
 Social Media Network Analysis
Crisp DM Methodology:

Business Problem Understanding:

To identify the social media market reach of the ‘Ola Electric Scooter’ social media
promotion Campaign ‘#Ola electric’ on twitter through network analysis.

Data Collection and Preparation:

Data collected between the Date 16/08/2021 to 23/08/2021 through primary account on
twitter developer through Nodexl. The data has been transferred to the Gephi excel file format to
identify nodes and edges between the overall social network. To collect the data for Ola electric
S1 scooter, major hashtags (#) used which are #OLAS1, #OLAELECRICS1, #OLAELECTRIC
and #SELECTONE. below image shown the collected data and its format in the Nodexl file and
converted .CSV file for Gephi.
Statistical Analysis – Modelling:
Data Understanding
 Node: user of twitter – total 1135
 Edges: tweet between users – (mentions/tweets/replies to) –
total 1162
 Network type: Directed network

ID and label converted to the same username to relate the node

analysis to the common network in Gephi.

Statistics:
 Graph Density: Graph Density Report
o Parameters:
 Network Interpretation: directed
o Results:
 Density: 0.001

This low value implies that there are numerous possibilities of direct possible
relationships, but they were connected only through one or more characters in between.

 Network Diameter: Graph Distance Report

o Parameters:
 Network Interpretation: directed
 o Results:
 Diameter: 24
 Radius: 0
 Average Path length: 8.433366528986335

Here, between Centrality measures, how often nodes appear between shortest path of
between node networks. While closeness centrality measures average distance from given
starting node to other nodes in network. Finally, eccentricity is the distance from given starting
node to the farthest node from it in the network.

 Average Degree:
o Results:
 Average Degree: 1.464
 The Degree is the number of connections a particular node has in the network. While
overall degree distribution is the probability distribution of these degrees throughout the
network.

 Eigen vector centrality:

o Parameters:
 Network Interpretation: directed
 Number of iterations: 100
 Sum change: 0.017792236430963962
o Results

Here, eigen value centrality is measure of node importance in network that’s based on the
node’s connection.
Graphical Representation:
Based on the statistics shown above the graphical network formulated on Gephi. each
parameter
  Basis on the Weight:

Based on the graph interpretation, major central nodes are Olaelectric and Bhash. These
nodes (username in the twitter) have higher connection and tweets/replies to/retweet as compared
to other in the network.

 Basis on eccentricity:
 Based on the shown graph output of Gephi, we can see the users like globalhealthbot,
drivespark, hereworks have higher connection/eccentricity than others.

 Basis on betweenness centrality:

Through the measures of betweenness centrality, moneycontolcom, chnadrarsrikant,

shahnawazs83, tntimesdrive etc. having more appearance in the node network than others.

Evaluation:
From the above statistics and graphical representation, we can see that few of the
nodes/users have higher centrality than other. While the overall centrality hovers around the
Olaelectric twitter account as the tweet or direct mentions. Overall analysis suggests the users
and hashtags reach through node-edge network, point out the main twitter handles through
which the marketing campaign can be established. As the below measures clearly point out the
other categorical users other than olaelectic user page on twitter.
Qualitative Measures:
From the Overall analysis as above, we can identify the twitter users which are more
active and can the social awareness creator for the brand.
We can see the few users having higher eccentricity and weightage as compared to other
which includes news channels, EV enthusiast and few other active twitter users. From the
identified users and their tweets as shown below in the table, we can depict the next social media
strategy that Ola Eclectic should follow to increase the market through Twitter marketing
campaign.
From the users having higher weight as compared to others, their tweets are more
relevant regarding the features, comparison, and price. While most of the news channel like
bikevale, moneycontrol etc. focused on the feature and comparison to other EV, some individual
twitter users are conscious about the higher price of the scooter.

Recommendation:
From above Quality measures and overall network analysis, we can find that for next
social media marketing strategy, Ola electric should focus on promoting on the comparison on
the prices as well as features that other competitor are offerings.

Next, through targeting the 2 parameters, ola electric should also target more news
agencies having higher reach in the twitter and other social media channels. Same with the
individual twitter user who are more active, Ola should provide the trade off between price and
features to justify the price and the related issues to target lower income groups of India.
 Unstructured Data - Text/Sentiment Analysis

Business Problem Understanding:

To understand the sentiment of the tweets concerning ‘Ola Electric Scooter’ social media
promotion Campaign ‘#Ola electric’ on twitter through sentiment analysis.

Data Preparation
Data collected between the Date 16/08/2021 to 23/08/2021 through primary account on
twitter developer through Nodexl. In this sentiment analysis, we used Python to analyze the
sentiment of the tweets. The data was loaded into the Jupyter Notebook in Python 3 environment
for further preparation and analysis. Before working on the analyzing the sentiments of tweets,
some data pre-processing was performed. The headers of the dataset were corrected, and the
unnecessary columns were removed along with the removal of duplicate tweets.
 After completion of these operations, the next operation was to clean the tweet data. The
username tags, RT, URLs, etc., were removed alongside punctuations. A sample data after these
operations looked like the following snippet.

Unsupervised Sentiment Analysis using VADER

The data was then subjected to sentiment analysis using Valence Aware Dictionary and
Sentiment Reasoner (VADER). We used “SentimentIntensityAnalyzer” library from nltk to
perform our analysis. As VADER is a lexicon-based tool, the sentiment analysis was done on the
basis of lexicons. The compound score metric was used to calculate the sum of all the lexicon
ratings which have normalized between -1(most extreme negative) and +1(most extreme
positive). Based on the value of compound score, we assign the statements to be positive,

negative or neutral as per the following scheme.

 positive sentiment: (compound score >= 0.05)

 neutral sentiment : (compound score > -0.05) and (compound score < 0.05)
 negative sentiment : (compound score <= -0.05)

A new column called sentiment score was introduced in the dataframe based on the above-
mentioned calculations. -1 means a negative sentiment, 0 means neutral sentiment and +1
means positive sentiment.
Analysis of the Results:
Based on the results obtained by running the
model, 95 tweets were of negative sentiment, 764
were of neutral sentiment and the rest 613 were all of
positive sentiment. Thus, it can be inferred that
there are negligible negative sentiments concerning
Ola Electric on Twitter according to the given data in the timeframe.

Graphical Representation & Quality analysis

 Positive Sentiments:

From above positive sentiments

word cloud, we can see that more
standout words are Ola brand, electric,
Scooter, and Olaelectric.

Pointing out to the targeting the

positive sentiments, we can develop
through news agencies and few users as
mentioned in the output of the positive
sentiments in python.

2 news agencies are the focal

point here, where EV enthusiast we can also find here.

 Negative Sentiments:
 Here we can find some major
analysis through words where the
competitor mentioning, price
mentioning, and other words related
to the negative sentiments.

Also, we can get glimpse of

negative comment from the news
channels pointing the price and
competitor analysis. Such channels like money control, geomechanics etc. we can see in the
python output.

 Neutral Sentiments:
 As per the word cloud, we
can see that the neutral sentiments
are in line with the promoting the
electric, ola and few other
inconsiderable words.

While this set of users can be

utilized for promoting brand
awareness amongst the people.
While these are the individual users
that can be targeted basis on the
followers and overall hold of their account on twitter.

Strategy Recommendation

From both analysis from textual and web analytics using python code and gephi, we have
identified the recommended target influencers. These are majorly news channels, EV enthusiast
and some of the influencers.
Under the recommended marketing strategy after the launch, Ola can target the market
through providing differentiation from the industry benchmarking in electric vehicles segment
where currently less players are there so it’s as such a positive chance for Ola to penetrate well
before other players come in the market.
Next step should be the criteria that can be utilized to influence more customers. These
criteria included price differentiation, Comparison to competitors, Feature elaboration and
increment in digital reach through social media as well as digital media channels like OTT
platforms, TV and newspapers at regional level.

Finally, through identification of influencer segment of twitter data. A new marketing

campaign can be designed utilizing the active users of every sentiment segment.