Australian Election - Abbott v Gillard - Social Media Monitoring

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Presentation to Sydney Social Media Club, demonstrating the key takeouts from the Federal Election - Abbott v Gillard

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Australian Election - Abbott v Gillard - Social Media Monitoring

  1. 1. Abbott v Gillard – Key Social Media Takeouts! Daniel Lodge Alterian @daniellodge
  2. 2. Australian Election – Abbott v Gillard!! News Ltd wanted to monitor the Social Media Buzz/sentiment in the time from Julia Gillards Election Announcement to polling day. Key dates Announcement of election: Saturday 17 July Polling day: Saturday 21 August. The sentiment toward party leaders and topics was of high importance.
  3. 3. They needed some nice technology to help. Exclude: Non English Final results 410, 554 Date range: From July 15th – to August 23rd Search Key Terms Tony Abbott and Julia Gillard, ALP and the Coalition.
  4. 4. Collect Alterian SM2 indexes the entire social media universe, across the globe and across all platforms. Store Alterian’s Social Media WarehouseSM, created in 2007, contains over 9.5 billion social media mentions, blogs, tweets, posts, images and conversations. Understand An incredibly powerful and intuitive tool, the Techrigy SM2 User Interface enables clients to visualize, analyze, communicate and share findings. Turn content into actionable insight. Abbott v Gillard - SM2 Social Media Monitoring Over 9.5 Billion Results
  5. 5. Federal Election – Daily Conversation Volume SM2 pulled in 410K Social Media posts between 15/7/2010 – 23/8/2010. This averaged at over 10K posts per day. Key peak on 25/7/2010 was in response to the TV Debate.
  6. 6. Abbott v Gillard – Positive Sentiment 0 100 200 300 400 500 600 700 800 900 1000 Very Positive Tony Abbott Very Positive Julia Gillard Very Positive mentions for both Tony Abbott and Julia Gillard. There were 10478 Very positive mentions for Tony Abbott and Julia Gillard with 11240. Shows how close it was!!
  7. 7. Abbott v Gillard Key Election Topics
  8. 8. Abbott v Gillard – Conversational Topics All - Asylum Seekers, 9.30% All - Broadband, 11.40% All - Climate Change, 49.40% All - Economy, 8% All - Families, 0.90% All - Health, 14.80% All - Immigration, 6.20% Climate Change recorded almost 50% of the Federal Election debate. Other big topics included Health (and Health Reform) and Broadband!
  9. 9. Abbott v Gillard – Climate Change 0 5 10 15 20 25 30 35 40 45 Tony Abbott Very Positive Julia Gillard Very Positive Tony Abbott Julia Gillard Positive 453 / 40% 221 / 34% Negative 671 / 60% 423 / 66% Total 1124 644 Of Climate Change mentions… Tony Abbott received 8,657 compared to Julia Gillards 13,766 Therefore 13% of Climate Change mentions invoked sentiment with Tony Abbott. Compared to just 5% of Julia Gillards mentions. Tony Abbott also has a higher % of positive to negative mentions.
  10. 10. Abbott v Gillard Influence of communities and bloggers
  11. 11. Abbott v Gillard – Influential Communities Influence value is to show the most active domains with the most popular. These include a number of twitter users forums and news sites.
  12. 12. Abbott v Gillard – Whirlpool Forum The National Broadband Network conversations numbered1968 on the Whirlpool Forum Relative to the overall population of internet users, Whirlpools audience tends to be Caucasian; they are also disproportionately childless men under the age of 35.
  13. 13. Top Twitter Influencers 1 2 3 4
  14. 14. Conclusion After all was said and done, we witnessed one of the closest elections ever with Labor forming a minority government with the support of an Australian Greens MP and three independent MPs.
  15. 15. SM2 in the press
  16. 16. Any questions??
  17. 17. THANK YOU! Web: www.socialmedia.alterian.com | Blog: www.engagingtimes.com | Twitter: Alterian_plc Slideshare: Alterian | YouTube: engagingtimeslive | Facebook: The Real Alterian Daniel Lodge Daniel.lodge@alterian.com / +61 424 638 292 / @daniellodge

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