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How to Monitor Anything:
2016 Federal Budget Analysis
Today’s Participation
2
• During today’s webinar, attendees will be in listen-only
mode
• If you are experiencing audio is...
3
Your presenter …
#CisionWebinar
@JamesRRubec
@Cision_Canada
4
2016 Federal Budget
5
• 21,000 social media mentions
• 12,000 uses of #Budget2016
• 8,000 mainstream media mentions
• 11,000 unique authors
• Po...
7
#Budget2016
"budget2016" OR "Trudeau's Budget" OR "Liberal Budget" OR “Federal Budget” OR
@JustinTrudeau OR @Bill_Mornea...
8
9
10
Listening!
11
12
Nightmare
#CisionWebinar
13
Nightmare
• 390 unique social messages
• 10 mentions from CBC
• 8 From Huffington Post
• 98 other online news sites
car...
14
“Historic”
#CisionWebinar
15
“Tiny” OR “Historic”
#CisionWebinar
16
“Tiny”
• 110 unique social messages
• 3 main stream news articles
• 14 other online news sites
carried a story using th...
17
Unifor
#CisionWebinar
18
He’s a charmer!
#CisionWebinar
19
20
Topics Share of Voice
27%
25%
23%
10%
6%
5%
4%
Oil
Economy
Jobs
Transit
Aboriginal Investment
Climate Change
Affordable...
“Canadian Federal Budget” OR “Budget 2016” OR “Federal Budget” OR “Canadian
Government” OR “Ministry of Finance” OR Budget...
22
News Cycle
#CisionWebinar
23
News Cycle
24
#Budget2016 Share of Voice
70%
26%
4% Liberal Party
Conservative Party
New Democratic Party
#CisionWebinar
25
Segmentation
Geographic Demographic Psychographic
#CisionWebinar
26
The Fourth Dimension!
- Longer provides more
data … great for social
polling, persona building
- Shorter more targeted
...
27
Time
28
#Budget2016 Leaders Share of Voice
59%24%
10%
5%
1% 1%
Justin Trudeau
Bill Monreau
Rona Ambrose
Thomas Mulcair
Lisa Rai...
29
#Budget2015
#CisionWebinar
30
Election 2015
#CisionWebinar
31
South Carolina Primary
32
Regional Mentions
16%
16%
4%
4%
0%
45%
11%
4%
Alberta
British Columbia
Manitoba
Maritimes
Northwest
Ontario
Quebec
Sask...
33
How to find everything
Internet & Social Media
Text & Volume
Author &
Meaning
Search
Categorization
Analysis
#CisionWeb...
34
35
Types of commenters
• Supporters
• General commenters
• Detractors
• Follower count
• Engagement on those messages
• How often they share messages
• Sentiment
36
What you want to look for …
37
38
Leading CPC Tweeters
• Swearing
• Racist terms
• Common meme phraseology
• Ideologue terms
• Anything beyond your target
39
Filtering People – ...
40
Leading CPC Tweeters
41
Leading Liberal Commenters
42
Leading Liberal Commenters
43
What drives social buzz?
• Authenticity
• Context
• Timeliness
• Simplicity
• Author
44
Timeliness
Jerry Dias
Jordan Brennan
45
Budget 2016 Trend
46
News Cycle
• Search beyond hashtags
• Pre-plan your categorization
• Test your search
• Refine it as needed
• Filter for valued voice...
• Find new customers
• Identify unknown influencers
• Manage risk
• Increase social reach
• Identify industry trends
48
Li...
• James.Rubec@cision.com
• @Cision_Canada
• @JamesRRubec
www.cision.com
49
Contact us anytime!
Questions & Answers
50
Please enter your questions
for the speaker in the chat
box of your webinar console
or tweet them t...
Thank you for attending!
About Cision
Cision is a leading global media intelligence company, serving the complete workflow...
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How to Monitor Anything Social: 2016 Federal Budget Analysis

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Published on

100,000 Canadians is a Huge Sample Size …

In 2015 we monitored social media mentions about the federal budget release and found that 100,000 Canadians engaged in the conversation. We’re doing it again this year to find out what they think about Prime Minister Justin Trudeau’s debut budget. Join us to learn how to monitor events like this yourself in real time and pull actionable insights your team needs.

Register today to find out:

-Why social media makes a great focus group
-How to collect and scrub social data for insights analysis
-How news media impacts a social conversation
-What makes the difference between a viral comment and a
dud

Published in: Marketing
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How to Monitor Anything Social: 2016 Federal Budget Analysis

  1. 1. How to Monitor Anything: 2016 Federal Budget Analysis
  2. 2. Today’s Participation 2 • During today’s webinar, attendees will be in listen-only mode • If you are experiencing audio issues, please use the chat box to contact the webinar host. • Submit text questions: Q&A addressed at the end of today’s session #CisionWebinar
  3. 3. 3 Your presenter … #CisionWebinar @JamesRRubec @Cision_Canada
  4. 4. 4 2016 Federal Budget
  5. 5. 5
  6. 6. • 21,000 social media mentions • 12,000 uses of #Budget2016 • 8,000 mainstream media mentions • 11,000 unique authors • Potential social media reach of 65,126,866 people 6 Federal Budget #CisionWebinar
  7. 7. 7 #Budget2016 "budget2016" OR "Trudeau's Budget" OR "Liberal Budget" OR “Federal Budget” OR @JustinTrudeau OR @Bill_Morneau OR @lraitt OR @nathancullen OR @RonaAmbrose OR @ThomasMulcair OR @NDP_HP OR @CPC_HP OR @Liberal_Party OR @parti_liberal OR @NPD_QG OR @CPC_HQ OR @chrishallcbc OR @Kady OR @jenditchburn OR @stephen_tapp OR @MikePMoffatt OR "Justin Trudeau" OR "Thomas Mulcair" OR "Rona Ambrose" OR "Bill Monreau" OR "Finance Minister" OR NDP OR CPC OR LPC #CisionWebinar
  8. 8. 8
  9. 9. 9
  10. 10. 10 Listening!
  11. 11. 11
  12. 12. 12 Nightmare #CisionWebinar
  13. 13. 13 Nightmare • 390 unique social messages • 10 mentions from CBC • 8 From Huffington Post • 98 other online news sites carried a story using the phraseology #CisionWebinar
  14. 14. 14 “Historic” #CisionWebinar
  15. 15. 15 “Tiny” OR “Historic” #CisionWebinar
  16. 16. 16 “Tiny” • 110 unique social messages • 3 main stream news articles • 14 other online news sites carried a story using the phraseology #CisionWebinar
  17. 17. 17 Unifor #CisionWebinar
  18. 18. 18 He’s a charmer! #CisionWebinar
  19. 19. 19
  20. 20. 20 Topics Share of Voice 27% 25% 23% 10% 6% 5% 4% Oil Economy Jobs Transit Aboriginal Investment Climate Change Affordable Housing #CisionWebinar
  21. 21. “Canadian Federal Budget” OR “Budget 2016” OR “Federal Budget” OR “Canadian Government” OR “Ministry of Finance” OR Budget2016 OR Liberals OR “liberal party” OR lpc OR “Minister of Finance Bill Monreau” OR Monreau OR @Bill_Morneau OR “Prime Minister Justin Trudeau” OR Justin OR Trudeau OR @JustinTrudeau OR “New Democrats” OR npd OR “New Democratic Party” OR “New Democrats Party Leader Thomas Mulcair” OR “NDP Party Leader Thomas Mulcair” OR “Thomoas Mulcair” OR mulcair OR @ThomasMulcair OR “NDP Finance Critic Nathan Cullen” OR Cullen OR “Nathan Cullen” OR @nathancullen OR “conservative party” OR conservatives OR cpc OR “Interim Leader of the Official Opposition Rona Ambrose” OR “Rona Ambrose” OR ambrose OR @RonaAmbrose OR “Conservative Party Finance Critic Lisa Raitt” OR raitt OR “Lisa Raitt” OR @lraitt OR infrastructure OR stimulus OR “Debt-to-GDP ratio” OR deficit OR debt OR Bombardier OR “Missing and murdered aboriginal women” OR MMWI OR Oil OR bitumen OR pipeline OR “energy east” OR “northern gateway” OR “Trans Mountain” OR oilsands OR “Green energy” OR “cap and trade” OR “climate change” or climatechange OR “global warming” OR “ice melting” OR “canadian dollar” OR looney OR “fighter jets” OR “f-35” OR jets OR “unemployment insurance” OR EI OR “Canadian association of petroleum producers” OR CAPP OR @OilGasCanada OR “Canadian Taxpayers Federation” OR CTF OR @taxpayerDOTcom 21 How do you find this data? NOT JUST HASHTAGS #CisionWebinar
  22. 22. 22 News Cycle #CisionWebinar
  23. 23. 23 News Cycle
  24. 24. 24 #Budget2016 Share of Voice 70% 26% 4% Liberal Party Conservative Party New Democratic Party #CisionWebinar
  25. 25. 25 Segmentation Geographic Demographic Psychographic #CisionWebinar
  26. 26. 26 The Fourth Dimension! - Longer provides more data … great for social polling, persona building - Shorter more targeted insights … event performance, messaging tests, brand comparison, crisis management #CisionWebinar
  27. 27. 27 Time
  28. 28. 28 #Budget2016 Leaders Share of Voice 59%24% 10% 5% 1% 1% Justin Trudeau Bill Monreau Rona Ambrose Thomas Mulcair Lisa Raitt Nathan Cullen #CisionWebinar
  29. 29. 29 #Budget2015 #CisionWebinar
  30. 30. 30 Election 2015 #CisionWebinar
  31. 31. 31 South Carolina Primary
  32. 32. 32 Regional Mentions 16% 16% 4% 4% 0% 45% 11% 4% Alberta British Columbia Manitoba Maritimes Northwest Ontario Quebec Saskatchewan #CisionWebinar
  33. 33. 33 How to find everything Internet & Social Media Text & Volume Author & Meaning Search Categorization Analysis #CisionWebinar
  34. 34. 34
  35. 35. 35 Types of commenters • Supporters • General commenters • Detractors
  36. 36. • Follower count • Engagement on those messages • How often they share messages • Sentiment 36 What you want to look for …
  37. 37. 37
  38. 38. 38 Leading CPC Tweeters
  39. 39. • Swearing • Racist terms • Common meme phraseology • Ideologue terms • Anything beyond your target 39 Filtering People – Excluding Terms
  40. 40. 40 Leading CPC Tweeters
  41. 41. 41 Leading Liberal Commenters
  42. 42. 42 Leading Liberal Commenters
  43. 43. 43 What drives social buzz? • Authenticity • Context • Timeliness • Simplicity • Author
  44. 44. 44 Timeliness Jerry Dias Jordan Brennan
  45. 45. 45 Budget 2016 Trend
  46. 46. 46 News Cycle
  47. 47. • Search beyond hashtags • Pre-plan your categorization • Test your search • Refine it as needed • Filter for valued voices 47 How to Monitor Anything:
  48. 48. • Find new customers • Identify unknown influencers • Manage risk • Increase social reach • Identify industry trends 48 Listening Adds Value
  49. 49. • James.Rubec@cision.com • @Cision_Canada • @JamesRRubec www.cision.com 49 Contact us anytime!
  50. 50. Questions & Answers 50 Please enter your questions for the speaker in the chat box of your webinar console or tweet them to #CisionWebinar.
  51. 51. Thank you for attending! About Cision Cision is a leading global media intelligence company, serving the complete workflow of today’s communications, social media and content marketing professionals. By offering the industry’s most comprehensive PR and social software, rich analytics and a Global Insights team, Cision enables clients to improve their marketing and strengthen data-driven decision making. Cision also represents: 51 100,000+ CUSTOMERS @Cision OFFICES IN: Chicago (HQ), Canada, U.K., France, Germany, Portugal, Sweden, Finland and China

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