Twitter Town Hall @ the White House                        #AskObama                Salesforce Radian6 Report
Table of ContentsSummary                                                                 2Segment Overview                ...
SUMMARY          To monitor the economic focus event, the terms monitored included          #AskObama (graph 1) and mentio...
SEGMENT OVERVIEW  Before the event itself, a baseline was needed to be able to identify shifts caused by the questions  as...
SEGMENT OVERVIEW                    Within each of the segments we can also take a look at                    the gender b...
EVENT TIMELINE14,000                  When a new event is announced, especially around a holiday, there’s no telling what ...
EVENT TIMELINE            On the day of the event as questions continued to roll in and clear topic            favorites b...
PRESIDENT OBAMAS QUESTION                 President Obama’s opening question would have  PRESIDENT      been ranked among ...
QUESTION BREAKDOWN  While comparing the questions asked we found which questions resonated and were the  most actively sha...
QUESTION BREAKDOWNAnd the winner is QUESTION               John Boehner’s question sparked by far the most               c...
QUESTION BREAKDOWNFinishing out the Top 5QUESTION                   The topic of education trended very highly   #3       ...
QUESTION BREAKDOWN The Rest of the Top 5  QUESTION                           The conversations around oil   #16           ...
QUESTION BREAKDOWN    Middle of the Pack                         Talking about alternative energy        QUESTION         ...
QUESTION BREAKDOWN  Middle of the Pack                            Most of the discussion in this   QUESTION               ...
QUESTION BREAKDOWN    Middle of the Pack                      Tying in closely to President        QUESTION               ...
QUESTION BREAKDOWN  Remaining Questions                   Specific to the tech & manufacturing   QUESTION        #2       ...
QUESTION BREAKDOWN  Remaining Questions        QUESTION                           As the first question of the event,     ...
QUESTION BREAKDOWN   Remaining Questions                             While the overall topic of the debt ceiling trended  ...
SEGMENT IMPACTFinancial Security                                              From the pre-analysis of May 1st – June 26th...
SEGMENT IMPACTNational Protection                                          As the highest segment in volume at 37.8% conve...
CONCLUSION   The pre-analysis report covered 1.2 million tweets over an 8 week period. The buzz about the   event, both us...
Twitter    http://www.twitter.com     Salesforce.comhttp://www.salesforce.com               Radian6  http://www.radian6.com
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Reporte: Twitter Town Hall y la Casa Blanca

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Reporte: Twitter Town Hall y la Casa Blanca

  1. 1. Twitter Town Hall @ the White House #AskObama Salesforce Radian6 Report
  2. 2. Table of ContentsSummary 2Segment Overview 3-4Event Timeline 5Question Ranking 5And the Winner is: Top Ranking Question 6The Rest of the Top 5 Questions 7-8Middle of the Pack Questions 9-12Remaining Questions 13-18Analysis of President Obama’s Opening Question 19Segment Impact 20-22Conclusion 23 Twitter Town Hall @ the White House Salesforce Radian6 Report 2
  3. 3. SUMMARY To monitor the economic focus event, the terms monitored included #AskObama (graph 1) and mentions for “Twitter Town Hall”, @whitehouse, @townhall and @barackobama (graph 2).200,000150,000100,000 50,000 0 The Town Hall event on July 6th Jun 30 Jul 01 Jul 02 Jul 03 Jul 04 Jul 05 Jul 06 Jul 07 Jul 08 between 2-3pm ET was almost equal to that of the 5 day long pre-buzz period from June 30th – July 5th. The day of the event, July 6th , had nearly 3 times as many20,000 #AskObama Town Hall mentions as compared to the15,000 pre-analysis and Twitter Town10,000 Hall. 5,000 0 Jun 30 Jul 01 Jul 02 Jul 03 Jul 04 Jul 05 Jul 06 Jul 07 Jul 08 Most Retweeted Usernames: @barackobama, @whitehouse, @townhall, @mashable male 68,534: 58.1% female 49,382: 41.8%Gender for the eventfavored males in a60/40 split. 25-34The top tweeting age 35-44bracket was 25-34yo. 45-54 21-24 55-64 65+ 18-20 0 2,000 4,000 6,000 8,000 10,000 Twitter Town Hall @ the White House Salesforce Radian6 Report 3
  4. 4. SEGMENT OVERVIEW Before the event itself, a baseline was needed to be able to identify shifts caused by the questions asked. To begin looking through all the numerous conversations out there, the issues identified by the current Administration were used to build topic profiles of relevant conversations. Over 22 issues were initially reviewed and separated into four well-defined segments analyzed over the last 8 weeks. These segments are: Wellness, Financial Security, Development and National Protection. With these keywords it was assured these conversations were centered on the United States, the White House, or mentions of the President. After reviewing this information it was found there were over 1.2 million posts. National Protection 498,583: 37.8% Total View May 1st, 2011 – June 26, 2011 Development 192,483: 14.6% Financial Security 443,239: 33.6% Wellness 182,059: 13.8% On the day of the event, July 6th, 2011, the Financial Security segment grew to be the major piece of the pie with over 54.4%, an increase of 20.8% National Protection 6,950: 18.6% Financial Security 20,291: 54.4% Total View July 6th, 2011 Development 4,767: 12.7% Wellness 5,260: 14.1% Twitter Town Hall @ the White House Salesforce Radian6 Report 4
  5. 5. SEGMENT OVERVIEW Within each of the segments we can also take a look at the gender breakdown for each identified topic. 100.00% 90.00% 80.00% 70.00% 60.00% 50.00% 40.00% 30.00% 20.00% Male 10.00% Female 0.00% If we take that same framework analysis and apply it to the event specific mentions during the 2 pm ET – 3:15 pm ET timeframe, we can see that Financial Security takes up 61.3% of the conversations. This was followed up by Wellness at 19.5% driven mainly by the discussion around education. Financial Security Wellness 15,904: 61.2% 5,075: 19.5% Development 2,795: 10.7% National Protection 2,188: 8.4% Twitter Town Hall @ the White House Salesforce Radian6 Report 5
  6. 6. EVENT TIMELINE14,000 When a new event is announced, especially around a holiday, there’s no telling what type of12,000 volume or spikes the event could cause on Twitter. For Twitter’s #AskObama Town Hall,10,000 announced on June 30th, the volume and spike growth were steady. 8,000 6,000 4,000 2,000 0 Jun 30 Jul 01 Jul 02 Jul 03 Jul 04 Jul 05 (12:00 AM) (12:00 AM) (12:00 AM) (12:00 AM) (12:00 AM) (12:00 AM) The above Topic Trend graph depicts the first announcement that caused a fairly large spike. The following days trended quietly, which could have been connected to the July Fourth holiday. On July 5th, we see the event volume greatly increase.2,5002,0001,5001,000 500 0 Jul 05 Jul 05 Jul 05 Jul 05 Jul 05 Jul 05 (12:00 AM) (4:00 AM) (8:00 AM) (12:00 PM) (4:00 PM) (8:00 PM) Taking an in-depth look at the volume growth on July 5th, we can see the large spike from the overall view actually consists of two large spikes coupled with steady growth. The first spike at 1 pm ET can be connected to tweets from @barackobama, @townhall, @whitehouse and @jack encouraging future event participation. The second spike at 6:00 pm ET was caused by an increase in the amount of questions being submitted especially around the Financial Security topic area. A contributing cause of this can be seen as the live webcast of President Obama speaking to the status of a balanced approach to the deficit. Twitter Town Hall @ the White House Salesforce Radian6 Report 6
  7. 7. EVENT TIMELINE On the day of the event as questions continued to roll in and clear topic favorites began to appear, the volume growth remained steady.70,00060,00050,00040,00030,00020,00010,000 0 Jul 06 Jul 06 Jul 06 Jul 06 Jul 06 Jul 06 (12:00 AM) (4:00 AM) (8:00 AM) (12:00 PM) (4:00 PM) (8:00 PM) On July 6th, we can see that volume trended at a much higher level overall compared to the days leading up to the Town Hall. The spike of the event itself held over 70,000 tweets. If we take an in-depth view of the tweets per minute we can see that the lowest volume per minute happened at the beginning and end of the event. The average number of tweets per minute was approximately 886 Tweets. 1400 Tweets Per Minute 1200 1000 800 600 400 200 0 2:00 2:03 2:06 2:09 2:12 2:15 2:18 2:21 2:24 2:30 2:33 2:36 2:39 2:42 2:51 3:00 3:03 2:45 2:48 2:54 3:06 3:09 3:12 3:15 3:18 3:21 3:24 2:27 2:57 TimeThough there were many drives to the conversation, the continued discussion focused on jobs and the currentunemployment rate as reflected by the trending of questions that were asked. Twitter Town Hall @ the White House Salesforce Radian6 Report 7
  8. 8. PRESIDENT OBAMAS QUESTION President Obama’s opening question would have PRESIDENT been ranked among the top 5 questions when it OBAMA’S QUESTION comes to reaction and response. Connected to this question people commented quite often towards the end of the event how they enjoyed President Obama’s attention to speak directly to them. Initial review shows that people were answering more along the lines of what they did not want to see cut, versus items they would invest in. The age breakdown mirrored the overall trend with 25-34yo being the highest rank bracket. Gender also maintained the same 60/40 male favored split. 25-34 35-44 male 1,944: 58.4% 45-54 55-64 female 1,382: 41.5% 21-24 18-20 65+ 0 50 100 150 200 250 300 Keep Cut (As determined by analysis of (As determined by analysis of responses) responses) e e Education Defense/Military Spending Raise Taxes on Rich Oil Subsidies Alternative Energy Entitlement Programs Unemployment Corporate Tax Loopholes Programs Foreign Policy Spending Infrastructure Bailouts Twitter Town Hall @ the White House Salesforce Radian6 Report 8
  9. 9. QUESTION BREAKDOWN While comparing the questions asked we found which questions resonated and were the most actively shared. And the winner is: Middle of the Pack: Remaining Questions: The Rest of the Top 5: Twitter Town Hall @ the White House Salesforce Radian6 Report 9
  10. 10. QUESTION BREAKDOWNAnd the winner is QUESTION John Boehner’s question sparked by far the most conversation during the event building into the #9 overarching discussions of the economy and ongoing unemployment. There were those who responded by re-directing the question back to @johnboehner and some who felt the @townhall forum was an inappropriate place for a political figure to voice his opinion. The Overall 60/40 gender split maintained in this question with the 25-34yo age bracket maintaining its top ranking. 25-34 35-44 45-54 male 4,121: 57.1% 21-24 55-64 female 3,089: 42.8% 65+ 18-20 0 100 200 300 400 500 600 This question fueled the already trending discussion around jobs and unemployment rates, leading to the Financial Security segment growing overall. Interestingly, when jobs were discussed there was not a strong indication of a particular industry that people felt required more attention than another, but rather people were making all- encompassing statements for an increase in jobs overall. **Question numbering refers to the order they were asked during the event. **Demographics percentages are based on posts where gender and/or age could be obtained. Twitter Town Hall @ the White House Salesforce Radian6 Report 10
  11. 11. QUESTION BREAKDOWNFinishing out the Top 5QUESTION The topic of education trended very highly #3 throughout the event. Connected to question 3, which focused on higher education, the main concerns of affordability. There were also mentions that tied in to the unemployment topic, with concern over what job opportunities would be present for those who did receive a post-secondary degree. Within the gender demographic, there is a25-34 shift towards female gaining the majority35-44 voice with 53.8%.21-24 female 870: 53.8%45-5455-64 male 745: 46.1% In the age bracket demographics, a shift can18-20 be seen towards the younger age ranges 65+ seeing growth overall. 0 20 40 60 80 100 120 140 160 Continuing the trend of education, within QUESTION the pre-secondary field the conversation #15 connected to question 15 talked about the current state of public education. The response & conversation around this topic had people discussing the quality of education currently available in the public system as well as funding cuts and teacher layoffs. Just as with the Higher Education question, the female gender grew to gain the majority25-34 share of the conversation around this35-44 question.45-54 female 585: 55.1%21-24 male 475: 44.8%55-64 While in the Higher Education topic the18-20 young age brackets moved towards the top, 65+ within the public education field older age 0 20 40 60 80 120 brackets once again dominated. **Question numbering refers to the order they were asked during the event. **Demographics percentages are based on posts where gender and/or age could be obtained. Twitter Town Hall @ the White House Salesforce Radian6 Report 11
  12. 12. QUESTION BREAKDOWN The Rest of the Top 5 QUESTION The conversations around oil #16 dependence touched on areas of how this dependence is having an overall financial impact, especially connected to the high gas prices and subsidies given to oil companies. This conversation also tied in closely with the alternative energy conversation and included some answers to President Obama’s question. Gender-wise ,the male voice was25-34 stronger in the discussion around45-54 male 643: 62.6% oil dependence.35-4455-64 Within the age brackets, both the21-24 female 384: 37.3% 45-55yo and 55-64yo brackets saw18-20 an increase by each moving up one 65+ place in the rankings. 0 10 20 30 40 50 60 70 80 QUESTION Many conversations revolved around #4 people altering the President’s words and message of taking a strong stance on raising the debt ceiling. Also there were comments of support towards the need for a deal to be in place with congress. With a 62% split in favor of male driven 25-34 conversations, this topic was amongst 35-44 the top of the most male dominated 45-54 male 446: 61.8% topics. 21-24 The age bracket showed that this 55-64 female 275: 38.1% question and the overall topic 65+ resonated stronger with the younger 18-20 age brackets, especially the 25-34yo. 0 10 20 30 40 50 60 **Question numbering refers to the order they were asked during the event. **Demographics percentages are based on posts where gender and/or age could be obtained. Twitter Town Hall @ the White House Salesforce Radian6 Report 12
  13. 13. QUESTION BREAKDOWN Middle of the Pack Talking about alternative energy QUESTION crossed paths with the discussion of #16 oil dependence. People wondered when the White House might be supporting clean energy such as solar panels and also why more clean energy jobs couldn’t be created outside of states like Texas. The gender split was in favor of25-34 male conversations at 56%.35-44 male 575: 56.4% The age bracket stayed in line with45-54 the overall theme and had the top 355-64 female 444: 43.5% age brackets matching the larger21-24 picture. 65+18-20 0 10 20 30 40 50 60 70 80 QUESTION Talking about what subsidies and tax #10 breaks might be available to small business owners is what drove the conversations around this question. The general consensus was that the public is in favor of such incentives being available for small business owners in order to help stimulate job growth. 35-44 Different than the majority of 45-54 the conversations, the 35-44yo male 292: 54.0% 25-34 age bracket came in first. 55-64 Gender came closer to the 21-24 female 248: 45.9% middle with male voice holding 65+ 54% of the conversation. 18-20 0 5 10 15 20 25 30 35 40 **Question numbering refers to the order they were asked during the event. **Demographics percentages are based on posts where gender and/or age could be obtained. Twitter Town Hall @ the White House Salesforce Radian6 Report 13
  14. 14. QUESTION BREAKDOWN Middle of the Pack Most of the discussion in this QUESTION area focused around retweets of #7 President Obama’s words expressing how important collective bargaining is to certain benefits enjoyed by many. With one of the closest gender35-44 splits the male voice only had 2%25-34 more than the female.45-54 male 259: 51.0% The main age bracket came in as55-64 female 248: 48.9% 35-44yo similar to what was seen in21-24 the Question 10 around small18-20 business. 65+ 0 10 20 30 40 50 QUESTION Much of the response to this #13 question centered around people expressing that they feel that one area to fix the tax system would be to raise taxes on the upper class or “rich” segment of the population.25-34 Age bracket wise, it’s45-54 male 259: 64.7% interesting to note that the35-44 18-20yo age bracket did not show a representation55-64 within this topic area. 65+ female 141: 35.2% Gender wise, the female21-24 voice dropped to 35%. 0 5 10 15 20 25 30 35 **Question numbering refers to the order they were asked during the event. **Demographics percentages are based on posts where gender and/or age could be obtained. Twitter Town Hall @ the White House Salesforce Radian6 Report 14
  15. 15. QUESTION BREAKDOWN Middle of the Pack Tying in closely to President QUESTION Obama’s remarks to Question 1 #8 regarding his mistakes during the recession and how the housing market is still recovering, people strongly felt that not enough is being done to help homeowners who are having difficult times with banks and financial institutions.25-34 The gender split came close35-44 to 50/50 with male voice45-54 male 284: 53.5% supporting 53% of the21-24 female 246: 46.4% conversation. Age bracket55-64 wise, the ranking of the18-20 brackets remained the same 65+ as the overall breakdown. 0 10 20 30 40 50 QUESTION Stemming off the conversation #14 created by question8, a follow up question was asked about the free-market option. The conservation trended very similarly to that of question 8.25-3435-44 The gender & age bracket45-54 male 298: 54.3% ranking breakdown for21-24 this question mirrored55-64 female 250: 45.6% that of question 8.18-20 65+ 0 10 20 30 40 50 **Question numbering refers to the order they were asked during the event. **Demographics percentages are based on posts where gender and/or age could be obtained. Twitter Town Hall @ the White House Salesforce Radian6 Report 15
  16. 16. QUESTION BREAKDOWN Remaining Questions Specific to the tech & manufacturing QUESTION #2 industry, question 2, which also discussed jobs, didn’t pick up with the overall job trend as people were more concerned about jobs in general and not a specific industry. Specific to this question there were concern of the outsourcing of technology-based jobs.25-34 While the gender split35-44 male 337: 59.4% remained similar to the45-5421-24 overall, there was a shift in female 230: 40.5%55-64 the age brackets as the 18-18-20 20yo bracket moved up a 65+ position. 0 10 20 30 40 50 60 Connected to this topic there were QUESTION many questions related to when #5 there might be full immigration reform as well as the further incorporation of the Dream Act.25-3445-54 One of the few topics with an35-44 almost straight 50/50 split21-24 female 159: 49.6% male 161: 50.3% between the genders, there18-20 was also an inclination55-64 towards the younger age 65+ bracket ranking higher as well. 0 5 10 15 20 25 30 **Question numbering refers to the order they were asked during the event. **Demographics percentages are based on posts where gender and/or age could be obtained. Twitter Town Hall @ the White House Salesforce Radian6 Report 16
  17. 17. QUESTION BREAKDOWN Remaining Questions QUESTION As the first question of the event, #1 this question around the mistakes made in handling the recession created many tangents around the economy, employment and housing. As a standalone question, it was mainly pushed by retweets and variations of the original tweet.25-34 A strongly male driven topic male 311: 65.4%35-44 with over 65% male behind45-54 the conversation. The 25-55-64 female 164: 34.5% 34yo age bracket was21-24 strongest in the first18-20 question. 65+ 0 5 10 15 20 25 30 35 40 QUESTION Relating to question 13 as to how #17 the tax system should be fixed, most people, when discussing this subject, expressed concern for tax levels to remain the same and not be raised for the middle class. As with some of the other35-4445-54 economic inclined questions like25-34 male 193: 52.4% number 7 and 10, the top age female 175: 47.5% bracket for this question was 35-55-6421-24 44 yo with the gender coming in 65+ fairly split down the middle.18-20 0 5 10 15 20 25 30 **Question numbering refers to the order they were asked during the event. **Demographics percentages are based on posts where gender and/or age could be obtained. Twitter Town Hall @ the White House Salesforce Radian6 Report 17
  18. 18. QUESTION BREAKDOWN Remaining Questions While the overall topic of the debt ceiling trended QUESTION amongst the top, the angle presented with this #12 question did not resonate as strongly with people. Similar to the reaction to the question from Speaker Boehner, some felt the question from a journalist was out of place.35-4445-54 Those who did talk about this25-34 male 64: 53.3% question were 53% male and were female 56: 46.6% part of an older age bracket, 35-21-24 44yo and 45-54yo.55-6418-20 0 2 4 6 8 10 12 A question that tied in closely to the overall topic of QUESTION jobs, many people stated that they would welcome #11 and appreciate the presence of a tax credit that would enable more veterans to gain employment.35-4445-5425-34 A topic that resonated equally55-64 female 90: 49.7% male 91: 50.2% amongst the male and female21-24 audience, the age bracket remained 65+ similar to the overall breakdown.18-20 0 2 4 6 8 10 12 14 NASA and the space program were closely tied to QUESTION some of the items that people would invest in or #12 cut response to Obama’s question. Those who wished to cut it felt it was taking too much funding and those who wanted to keep it felt it could be a good source of high tech jobs.25-3435-44 male 130: 70.2%45-54 While the top age bracket of 25-21-24 34yo fit the norm, the 70% male55-64 driven conversations marked this18-20 as the strongest male driven topic. female 55: 29.7% 65+ 0 5 10 15 20 **Question numbering refers to the order they were asked during the event. **Demographics percentages are based on posts where gender and/or age could be obtained. Twitter Town Hall @ the White House Salesforce Radian6 Report 18
  19. 19. SEGMENT IMPACTFinancial Security From the pre-analysis of May 1st – June 26th this This segment explores the segment was found to encompass 33.6% of the total driving initiatives around a conversation. The segment also had a 60% male person feeling as if he or she dominated conversation with the top ranking age has a full opportunity to bracket being 35-44yo, the only segment with this age provide for oneself and ones bracket as the top ranked. family. Applying this framework to the event mentions during • Economy the 2 pm – 3:15 pm ET, July 6th time frame we see that • Taxes the top age bracket shifted to the 25-34yo age bracket • Poverty and the male share of conversation had a 2% drop, • Fiscal Responsibility coming in at 58.3%. The growth in this segment was mainly driven by Question 9 (pg. 9) relating to the absence of jobs and employment but also tied in to the conversations regarding housing. Wellness The pre-analysis of the Wellness segment showed that This segment examines the within its 13.8% of the conversation, it was the closest to combination of both physical, a 50/50 split gender wise coming in at 55%male. The top mental and emotional age bracket for Wellness was 25-34yo. wellness and identifying issues that have initiatives to During the hour of the event, the top age bracket for this improve the overall standard topic saw no shift, the dominant gender behind the of living of the population. conversation swung in favor of the female voice with almost 52%. • Healthcare • Family • Education The questions centering on public and higher education • Disabilities drove the growth of the Wellness segment. There were also • Ethics many unanswered questions which discussed healthcare. • Civil Rights • Seniors & Social Security Twitter Town Hall @ the White House Salesforce Radian6 Report 19
  20. 20. SEGMENT IMPACTNational Protection As the highest segment in volume at 37.8% conversation This segment focuses on the was pushed greatly by the news stories around Osama Bin issues of feeling secure as a Laden’s death. Gender breakdown came in with 61% male nation both at home and and the top age bracket was 25-34yo prior to the event. abroad. National Protection topics remained to be shared by the • Homeland Security 25-34yo age bracket and was the most strongly male • Veterans dominated segment with 64%. • Foreign Policy • Defense • Service The questions that were connected to this segment were the Veteran employment questions and discussion over improving support to the troops by reducing oil dependence. Development As the third segment with the top ranked age bracket This segment focuses on the being 25-34yo, Development brought in 14.6% of issues that have initiatives volume during the pre-analysis phase, which was 59% designed to prompt the from males. progression of the American With a 6% gender shift in favor of the female voice, the people. Development segment maintained the same top age • Women bracket which mirrored the other four and overall age • Urban Policy • Immigration The main questions that were found within this • Technology segment were asking about the creation of a visa • Rural startup program for Immigrant Entrepreneurs and • Energy & Environment the concerns over finding alternative energy sources. Twitter Town Hall @ the White House Salesforce Radian6 Report 20
  21. 21. CONCLUSION The pre-analysis report covered 1.2 million tweets over an 8 week period. The buzz about the event, both using the hashtag and non-hashtagged mentions, before, during and after the Town Hall resulted in almost a half million Tweets. This comparison helps to support the conclusion that not only can twitter be used as a place to understand the tone and concerns of a nation, but that there is a desire to express opinions to the leadership of the nation in that arena. While the Financial Security segment dominated, the growth in the Wellness segment shows that the concerns over the Economy grow beyond just the high level areas and extends to how the economy is affecting all facets of a successful and satisfying lifestyle. Twitter Town Hall @ the White House Salesforce Radian6 Report 21
  22. 22. Twitter http://www.twitter.com Salesforce.comhttp://www.salesforce.com Radian6 http://www.radian6.com

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