Week 6: Presidential Race Report
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Week 6: Presidential Race Report

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Protecting the Middle Class Becomes Increasingly Important in Week 6 Social Media Analysis

Protecting the Middle Class Becomes Increasingly Important in Week 6 Social Media Analysis

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Week 6: Presidential Race Report Presentation Transcript

  • 1. USA Presidential Race2012By Battleground StatesDate Range: October 13 – October 19, 2012 SDL Proprietary and Confidential
  • 2. All Eight States Share of Voice – Key IssuesKEY FINDINGS: Current Previous Change Week WeekThe two issues that saw an increase in share of 11% 8% 4% 10%voice this week were “Protecting the middle Abortion/Choice 7.7% 9.0% 1.3%class” (+1.4%) and “Jobs/Economy” (+9.2%). 17% 10% Medicare/Social 10.1% 13.3% 3.2%“Jobs/Economy” remained the most discussed Securityissue and “Budget deficit” stayed the second 40% Protecting the 9.7% 8.3% 1.4% middle classmost discussed one. Jobs/Economy 40.3% 31.1% 9.2% Abortion/Choice Medicare/SS• Obama: Obama only led in sentiment in Middle Class Jobs/Economy Budget deficit 17.0% 17.3% 0.3% Wisconsin and Ohio. His Total Sentiment Budget/Deficit Obamacare Score in all eight states increased slightly by Foreign Policy Obamacare 3.9% 4.9% 1.0% 1.1. Foreign Policy 11.3% 16.1% 4.8%• Romney: Romney led in volume in all eight states this week, with Florida leading the pack. His Total Sentiment Score in all eight Candidate Sentiment – Obama (D) vs. Romney (R) states improved more than Obama’s (+2.7) and was less negative than Obama’s. Candidate Current Week Previous Week Change Obama -6.1 -7.2 1.1 Romney -3.5 -6.2 2.7 *Sentiment Score = (number of Positive Comments – number of Negative Comments)/Total Comments * 100%2
  • 3. Wisconsin Share of Voice – Key IssuesKEY FINDINGS: Current Previous Change Week Week“Jobs/Economy” was the most discussed issue 2% 9% 6% 8% Abortion/Choice 5.9% 6.7% 0.8%this week in Wisconsin, after having a boost of 13% 14%7.5% in share of voice. “Obamacare” continued Medicare/Social 7.9% 11.2% 3.3%to be the least discussed issue this week with Security2.3% in share of voice. 48% Protecting the 14.0% 14.8% 0.8% middle class• Obama: The amount of conversations Jobs/Economy 48.3% 40.8% 7.5% Abortion/Choice Medicare/SS about Obama was about 6,000. He led in Middle Class Jobs/Economy Budget deficit 12.5% 8.8% 3.7% sentiment with a score of -0.9 (+5.9). There Budget/Deficit Obamacare were many Wisconsinites who thought Obamacare 2.3% 2.3% 0% Foreign Policy Obama did a bad job on fixing the economy. However, with a better performance in the Foreign Policy 9.1% 15.4% 6.3% debate on Tuesday, he received many positive comments on other issues, especially on “Foreign Policy” with his Candidate Sentiment – Obama (D) vs. Romney (R) answer for the Libya attack. Candidate Current Week Previous Week Change• Romney: Romney led in volume this week with over 8,000 mentions. With a score of Obama -0.9 -6.8 5.9 -2.7 (+3.0), he stayed behind Obama in sentiment. He was heavily criticized for not caring about women and the middle class. Romney -2.7 -5.7 3.0 *Sentiment Score = (number of Positive Comments – number of Negative Comments)/Total Comments * 100%3
  • 4. Virginia Share of Voice – Key IssuesKEY FINDINGS: Current Previous Change“Jobs/Economy” stayed the most discussed 8% Week Week 12%issue in Virginia this week with 45.2% share of 3% 9% Abortion/Choice 7.9% 7.8% 0.1%voice, after having an increase of 5.4%. 7% 16% Medicare/Social“Foreign Policy” saw a drop of 5.3% in share of Security 8.7% 8.7% 0%voice. 45% Protecting the 7.3% 6.2% 1.1% middle class• Obama: Obama had about 12,000 Jobs/Economy 45.2% 39.8% 5.4% mentions in Virginia this week. His Abortion/Choice Medicare/SS Sentiment Score did not improve much and Middle Class Jobs/Economy Budget deficit 16.1% 17.7% 1.6% stayed at -7.5. Most of the negative Budget/Deficit Obamacare Obamacare 3.0% 2.7% 0.3% comments about Obama were on the Foreign Policy “Jobs/Economy” issue. Foreign Policy 11.8% 17.1% 5.3%• Romney: Romney led in volume with over 15,000 mentions. He also led in sentiment Candidate Sentiment – Obama (D) vs. Romney (R) with a score of -1.7 (+7.7). Many people said that Romney won the debate on the Candidate Current Week Previous Week Change “Jobs/Economy” issue. However, he received negative comments on his pro-life stance and his plan for the middle class. Obama -7.5 -7.6 0.1 Romney -1.7 -9.4 7.7 *Sentiment Score = (number of Positive Comments – number of Negative Comments)/Total Comments * 100%4
  • 5. North Carolina Share of Voice – Key IssuesKEY FINDINGS: Current Previous Change Week Week“Jobs/Economy” was the hottest issue in North 12% 9%Carolina this week, its share of voice increasing 4% 11% Abortion/Choice 8.6% 10.0% 1.4%by 9.5%. “Protecting the middle class” and 15% 11% Medicare/Social 11.4% 15.5% 4.1%“Budget deficit” also saw slight increases while Securityother issues decreased in share of voice. 38% Protecting the 11.0% 8.6% 2.4% middle class• Obama: The volume of conversations about Jobs/Economy 38.2% 28.7% 9.5% Abortion/Choice Medicare/SS Obama was around 14,000 mentions. His Middle Class Jobs/Economy Budget deficit 14.7% 13.9% 0.8% Sentiment Score decreased by 5.6 this week Budget/Deficit Obamacare to a score of -6.2. North Carolinians mostly Obamacare 3.6% 5.3% 1.7% gave negative comments on his “trickle Foreign Policy down” economy. Foreign Policy 12.5% 18.0% 5.5%• Romney: Romney led in volume with about 15,000 mentions. He also led in sentiment Candidate Sentiment – Obama (D) vs. Romney (R) with a slightly better score of -5.9. Most of the negative comments about Romney in Candidate Current Week Previous Week Change North Carolina were about his plan for the middle class. Obama -6.2 -0.6 5.6 Romney -5.9 -5.3 0.6 *Sentiment Score = (number of Positive Comments – number of Negative Comments)/Total Comments * 100%5
  • 6. Florida Share of Voice – Key IssuesKEY FINDINGS: Current Previous Change Week WeekIn Florida, “Jobs/Economy” continued to be the 12% 7%most discussed issue with 40.2% in share of 5% 9% Abortion/Choice 6.9% 7.7% 0.8% 9%voice (+8.2%) this week. “Budget deficit” 18% Medicare/Social 9.3% 12.2% 2.9%stayed the second most discussed issue with Security17.8% in share of voice (+18.8%). 40% Protecting the 9.0% 7.0% 2.0% middle class• Obama: Obama had about 20,000 Jobs/Economy 40.2% 32.0% 8.2% Abortion/Choice Medicare/SS mentions in Florida this week. His Middle Class Jobs/Economy Budget deficit 17.8% 18.8% 1.0% Sentiment Score stayed negative at -5.8 Budget/Deficit Obamacare (+2.5). He was heavily blamed for the poor Obamacare 4.8% 6.3% 1.5% Foreign Policy economy and the budget deficit by Floridians. Foreign Policy 12.0% 16.0% 4.0%• Romney: Romney led in volume with over 26,000 mentions. He also led in sentiment Candidate Sentiment – Obama (D) vs. Romney (R) with a score of -3.2 (+1.5). He was, however, criticized for his plan for the middle Candidate Current Week Previous Week Change class and his Medicare program. Obama -5.8 -8.3 2.5 Romney -3.2 -4.7 1.5 *Sentiment Score = (number of Positive Comments – number of Negative Comments)/Total Comments * 100%6
  • 7. Ohio Share of Voice – Key IssuesKEY FINDINGS: Current Previous Change Week WeekOhioans talked mostly about “Jobs/Economy”, 11% 9% 5% 8% Abortion/Choice 9.5% 12.6% 3.1%which took 33.7% share of voice (+13.5%).“Protecting the middle class” was the only other 11% 22% Medicare/Social 8.6% 10.2% 1.6%issue that had an increase in share of voice Security(+0.7%). 34% Protecting the 10.6% 9.9% 0.7% middle class• Obama: The amount of conversations Jobs/Economy 33.7% 20.2% 13.5% Abortion/Choice Medicare/SS about Obama was around 10,000. He led in Middle Class Jobs/Economy Budget deficit 21.9% 23.4% 1.5% sentiment this week with a score of -7.6 Budget/Deficit Obamacare (+2.8). Many Ohioans were frustrated that Obamacare 4.9% 6.3% 1.4% Foreign Policy Obama did not keep his promises of lowering the national debt and of restoring Foreign Policy 10.8% 17.4% 6.6% the economy.• Romney: Romney led in volume with over Candidate Sentiment – Obama (D) vs. Romney (R) 13,000 mentions. But he lost in sentiment with a score of -11.3 (down 3.8). He Candidate Current Week Previous Week Change received negative comments mostly on his health care plan and his pro-life stance. Obama -7.6 -10.4 2.8 Romney -11.3 -7.5 3.8 *Sentiment Score = (number of Positive Comments – number of Negative Comments)/Total Comments * 100%7
  • 8. Colorado Share of Voice – Key IssuesKEY FINDINGS: Current Previous Change Week WeekIn Colorado, the issue “Jobs/Economy” had the 3% 8% 8%biggest increase in share of voice (+12.8%) and 12% Abortion/Choice 7.6% 8.6% 1.0%was the most discussed issue (42.3%) this 18% Medicare/Social 17.7% 27.1% 9.4%week. “Medicare/Social Security” had the 9% Securitylargest decrease in share of voice (-9.4%). 42% Protecting the 8.6% 8.2% 0.4% middle class• Obama: Obama had about 5,000 mentions Jobs/Economy 42.3% 29.5% 12.8% Abortion/Choice Medicare/SS in Colorado this week. His Sentiment Score Middle Class Jobs/Economy Budget deficit 12.6% 11.5% 1.1% increased by 2.6 to a score of -7.3. He was Budget/Deficit Obamacare mostly blamed for the poor result of his Obamacare 3.4% 4.2% 0.8% Foreign Policy economic plan. Foreign Policy 7.8% 10.9% 3.1%• Romney: Romney led in volume with over 6,000 mentions. He led in sentiment as well with a score of -2.2 (up 0.6). He received Candidate Sentiment – Obama (D) vs. Romney (R) many negative comments on the fact that he had his company outsource in China. Candidate Current Week Previous Week Change Obama -7.3 -9.9 2.6 Romney -2.2 -2.8 0.6 *Sentiment Score = (number of Positive Comments – number of Negative Comments)/Total Comments * 100%8
  • 9. New Hampshire Share of Voice – Key IssuesKEY FINDINGS: Current Previous Change Week WeekIn New Hampshire, the issue “Jobs/Economy” 3% 6% 5% 14% Abortion/Choice 5.1% 7.0% 1.9%saw a boost of 10.5% in share of voice andremained the most discussed issue. 17% 6% Medicare/Social 13.8% 19.9% 6.1%“Medicare/Social Security” lost 6.1% in share of Securityvoice. 49% Protecting the 6.0% 5.8% 0.2% middle class• Obama: Obama had about 1,000 mentions Jobs/Economy 48.9% 38.4% 10.5% Abortion/Choice Medicare/SS in New Hampshire this week. His Sentiment Middle Class Jobs/Economy Budget deficit 17.2% 17.8% 0.6% Score plummeted by 16.3 to a negative Budget/Deficit Obamacare score of -9.8. Most of the negative Obamacare 2.6% 3.1% 0.5% Foreign Policy comments about Obama in New Hampshire focused on the issue “Jobs/Economy”. Foreign Policy 6.4% 8.0% 1.6%• Romney: Romney led in volume with over 1,500 mentions. He also led in sentiment Candidate Sentiment – Obama (D) vs. Romney (R) with a score of -1.1 (+6.8). He was criticized by the majority of people in New Hampshire Candidate Current Week Previous Week Change on his plan for the middle class, but some said they would vote for him since they Obama -9.8 6.5 16.3 believed he would be the one to improve the economy. Romney -1.1 -7.9 6.8 *Sentiment Score = (number of Positive Comments – number of Negative Comments)/Total Comments * 100%9
  • 10. Nevada Share of Voice – Key Issues KEY FINDINGS: Current Previous Change Week Week “Budget deficit” was no longer the most 14% 9% 3% 9% Abortion/Choice 8.8% 12.1% 3.3% discussed issue in Nevada this week after only experiencing a 5.0% increase in share of voice. 9% Medicare/Social 23% 8.8% 12.6% 3.8% “Jobs/Economy” had a boost of 14.8% in share Security of voice and became the hottest issue. 33% Protecting the 9.1% 7.8% 1.3% middle class • Obama: The volume of conversations about Jobs/Economy 33.3% 18.5% 14.8% Abortion/Choice Medicare/SS Obama was around 3,000. His Sentiment Middle Class Jobs/Economy Budget deficit 22.7% 27.7% 5.0% Score increased by 4.5 to a score of -2.2. Budget/Deficit Obamacare He received negative comments for his Obamacare 3.3% 3.9% 0.6% Foreign Policy failure with the economy. Foreign Policy 14.0% 17.4% 3.4% • Romney: Romney led in volume this week with over 4,000 mentions. He also led in sentiment with a score of -1.9 after having a Candidate Sentiment – Obama (D) vs. Romney (R) boost of 9.1. Romney won some Nevadans’ favors on his economic plan, but lost many Candidate Current Week Previous Week Change others on his plan for the middle class. Obama -2.2 -6.7 4.5 Romney -1.9 -11.0 9.1 *Sentiment Score = (number of Positive Comments – number of Negative Comments)/Total Comments * 100%10
  • 11. Candidate Sentiment Score* by State State Obama Romney Current Week Previous Week Change Current Week Previous Week Change Wisconsin -0.9 -6.8 5.9 -2.7 -5.7 3.0 Virginia -7.5 -7.6 0.1 -1.7 -9.4 7.7 North Carolina -6.2 -0.6 5.6 -5.9 -5.3 0.6 Florida -5.8 -8.3 2.5 -3.2 -4.7 1.5 Ohio -7.6 -10.4 2.8 -11.3 -7.5 3.8 Colorado -7.3 -9.9 2.6 -2.2 -2.8 0.6 New Hampshire -9.8 6.5 16.3 -1.1 -7.9 6.8 Nevada -2.2 -6.7 4.5 -1.9 -11.0 9.1• Obama had his Sentiment Score increase in most of states, but had no positive scores. The exceptions were North Carolina and New Hampshire, where his scores decreased. He only led in sentiment in Wisconsin and Ohio.• Romney’s Sentiment Score decreased only in North Carolina and Ohio, but he too had no positive scores.11 *Sentiment Score = (number of Positive Comments – number of Negative Comments)/Total Comments * 100%
  • 12. Share of Voice for Key Issues by State Medicare/ Protecting Abortion/ Jobs/ Budget ForeignState Social the middle Obamacare Choice Economy deficit Policy Security classWisconsin 5.9% 7.9% 14.0% 48.3% 12.5% 2.3% 9.1%Virginia 7.9% 8.7% 7.3% 45.2% 16.1% 3.0% 11.8%North 8.6% 11.4% 11.0% 38.2% 14.7% 3.6% 12.5%CarolinaFlorida 6.9% 9.3% 9.0% 40.2% 17.8% 4.8% 12.0%Ohio 9.5% 8.6% 10.6% 33.7% 21.9% 4.9% 10.8%Colorado 7.6% 17.7% 8.6% 42.3% 12.6% 3.4% 7.8%New 5.1% 13.8% 6.0% 48.9% 17.2% 2.6% 6.4%HampshireNevada 8.8% 8.8% 9.1% 33.3% 22.7% 3.3% 14.0%• “Jobs/Economy” was the most popular issue in all eight states this week. “Budget deficit” and “Foreign Policy” were most popular in Nevada, and “Medicare/Social Security” was most popular in Colorado.12
  • 13. Copyright © 2008-2012 SDL plc. All rights reserved.. All company names, brand names, trademarks,service marks, images and logos are the property of their respective owners.This presentation and its content are SDL confidential unless otherwise specified, and may not becopied, used or distributed except as authorised by SDL.