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The UK Elections: Today's Intelligence or Yesterday's News?
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The UK Elections: Today's Intelligence or Yesterday's News?

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A pre and post event analysis of the UK elections to examine how the social web had impacted public opinion. See how the media coverage both traditional and social tells us about crucial topics in the …

A pre and post event analysis of the UK elections to examine how the social web had impacted public opinion. See how the media coverage both traditional and social tells us about crucial topics in the public mind and how the candidates of Labour, Conservatives and Liberal Democrats were portrayed across media channels.

Published in Business , News & Politics
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  • 1. The UK Elections: Today's Intelligence or Yesterday's News? Lars Voedisch Regional Head – Media Intelligence, AP Dow Jones & Co lars.voedisch@dowjones.com @larsv www.dowjones.com © Copyright 2010 Dow Jones and Company |
  • 2. Content + Expertise + Technology = Relevant Information → Actionable Intelligence 27,000+ global sources 17M+ companies Other People’s 35M+ executives Content 16M+ Websites and blogs Web/Social Mainstream Media Media 150+ researchers Dow Jones 130,000+ indexes Research Media/VC/Risk Dow Jones News, Over 150 Commentary years of & Analysis 2,000 journalists 84 bureaus Indispensable 18,000+ daily news items Content © Copyright 2010 Dow Jones and Company | 2
  • 3. Media Perceptions UK General Elections 2010 © Copyright 2010 Dow Jones and Company |
  • 4. UK Elections - Background  Since WW II, the UK did not have a coalition government  It is the first time TV debates for the candidates were introduced  Gordon Brown did not go through public elections before  UK strongly affected by global financial crisis © Copyright 2010 Dow Jones and Company |
  • 5. Public Timeline: Traditional vs. Social Media Analyze 06 Apr – Brown calls elections © Copyright 2010 Dow Jones and Company |
  • 6. Public Timeline: Traditional vs. Social Media Analyze 16 Apr – Clegg ‘wins’ first TV debate (Domestic policy) © Copyright 2010 Dow Jones and Company |
  • 7. Public Timeline: Traditional vs. Social Media Analyze 22 Apr – Second TV debate helps Cameron and Clegg (International affairs) © Copyright 2010 Dow Jones and Company |
  • 8. Public Timeline: Traditional vs. Social Media Analyze 28 Apr - Brown calls 65-year-old widow ‘bigoted woman’, apologizes © Copyright 2010 Dow Jones and Company |
  • 9. Public Timeline: Traditional vs. Social Media Analyze 29 Apr – Cameron does well during third TV debate (Economy & Taxes) © Copyright 2010 Dow Jones and Company |
  • 10. Public Timeline: Traditional vs. Social Media Analyze 6 May – Polling Day © Copyright 2010 Dow Jones and Company |
  • 11. Public Timeline: Traditional vs. Social Media Analyze 11/12 May – Government forms, Cameron becomes PM © Copyright 2010 Dow Jones and Company |
  • 12. Public Timeline: Traditional vs. Social Media Analyze Social vs Traditional Media: • Higher amplitudes • Looking for ‘news’ • Generally in-sync 11/12 May – Government forms, Cameron becomes PM © Copyright 2010 Dow Jones and Company |
  • 13. Early stages: Brown dominates until first TV debate Brown dominates the media •06 Apr – Brown calls elections •16 Apr – Clegg ‘wins’ first TV debate © Copyright 2010 Dow Jones and Company |
  • 14. Phenomenon Clegg: Liberal leader’s star starts rising even before the first TV debate -Nick Clegg’s rise started before the 1st debate – not only down to TV appearance. -Comparing days immediately before and after the debate, Cameron lost ground, Clegg gained ground Brown remained stable (based on volume). © Copyright 2010 Dow Jones and Company |
  • 15. Candidate Presence – Cameron 2010 Clegg received more media attention than eventual Prime minister Cameron until shortly before the confirmation of a conservative led government. © Copyright 2010 Dow Jones and Company |
  • 16. Domestic Issues – Immigration / Crime • Immigration – Brown – (31.03.) – “Controlling Immigration for a Fairer Britain” keynote speech • Immigration – Clegg – (16.04.) – “good/bad immigration”, “other parties talk tough on immigration, but deliver chaos” • Crime – Brown (10.04.) – Campaigning for DNA database • Crime – Clegg – (16.04.) – Prison reform & deterrents for young offenders (However, ascent started pre-debate with manifesto) © Copyright 2010 Dow Jones and Company |
  • 17. Domestic Issues Dominating Elections No real topic ‘Ownership’ • Clegg’s immigration policy plans caused much controversy • Brown did not manage to dominate economic topics after all • Conservative topics like Crime and Education were not picked up enough © Copyright 2010 Dow Jones and Company |
  • 18. Clegg gets attention through controversies • Incumbent PM Brown was largely shown in a neutral context • Liberal Clegg caused the most emotional reactions – but stayed top-of-mind • Challenger Cameron could actually not win a significant favourable public perception © Copyright 2010 Dow Jones and Company |
  • 19. Hot Topics in the past Month: Who will win, Greece and… Gillian Duffy © Copyright 2010 Dow Jones and Company |
  • 20. Current Hot Topics: Stability of Government and Voting System © Copyright 2010 Dow Jones and Company |
  • 21. Social Media: Short lived in Attention Twitter coverage follows the traditional media timeline, but is much faster – with the news and gone again Source: Trendistic © Copyright 2010 Dow Jones and Company |
  • 22. Social Media: Short lived in Attention #leadersdebate: 5.5% of Twitter coverage follows the total twitter activity traditional media timeline, butduring first TV debate - is much faster – with the news and gone againbig as ipad that's as launch Source: Trendistic © Copyright 2010 Dow Jones and Company |
  • 23. Social Media: Short lived in Attention Social Media in general – and even moreTwitter coverage follows the #leadersdebate: 5.5% of total twitter activity Twitter doestraditional media timeline, butduring first TV debate - is much NOT WANT to – with the news and gone againbig as ipad faster that's as play by launch traditional media rules. Hence, it is largely casual speak: emotional, not balanced – from the heart. Source: Trendistic © Copyright 2010 Dow Jones and Company |
  • 24. Social Media: Short lived in Attention Social Media in general – and even moreTwitter coverage follows the #leadersdebate: 5.5% of total twitter activity Twitter doestraditional media timeline, butduring first TV debate - is much NOT WANT to – with the news and gone againbig as ipad faster Social Media is an ART: that's as play by launch • Authentic traditional media rules. • Relevant • Transparent Hence, it is largely casual speak: emotional, not balanced – from the heart. Source: Trendistic © Copyright 2010 Dow Jones and Company |
  • 25. UK Elections - Observations  It’s the first mass-media influenced election - TV debates - NOT (yet) social media  Driven by domestic issues  Everybody lost - End of Labour government - Tories have to form coalition - Liberals could not ‘cash in’ the Clegg bonus © Copyright 2010 Dow Jones and Company |
  • 26. Monitor Analyze Discover Engage Dow Jones services for Public Relations & Corporate Communications Monitor Analyze Discover Engage research & issues, trends opportunities & & pinpoint promote & strategies for risks in time better the the buzz impact to act influential © Copyright 2010 Dow Jones and Company |
  • 27. Questions? Thank you. Lars Voedisch Regional Head – Media Intelligence, APAC Dow Jones and Company lars.voedisch@dowjones.com @larsv © Copyright 2010 Dow Jones and Company |
  • 28. Dow Jones Solutions for Public Relations & Corporate Communications Lars Voedisch Regional Head – Media Intelligence, AP Dow Jones & Co lars.voedisch@dowjones.com @larsv www.dowjones.com © Copyright 2010 Dow Jones and Company |