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6 – 1 4 O CTO B E R 2 0 11Malaysia Budget 2012
Media analysis seriesIssues detailing specific abilities of media analysis while providing insight on major topics of glob...
Malaysia Budget 2012AN EVALUATION OFNEWS MEDIACOVERAGE (PRESS,BROADCAST ANDONLINE NEWS) ANDSOCIAL MEDIACONVERSATIONS OFMAL...
Average favourability, net sentiment explained                                            RATING                    SCALE ...
News media analysis methodologyBest Practice Media AnalysisMedia Monitors uses the CARMA® media content analysis methodolo...
Methodology explained> Positioning> Size> Prominent placement   (headline,image)> Topics> Spokespeople/   Commentators> Me...
The Star, 8 October 2011
Social media analysis methodology & glossary of terms                                                          Social Medi...
Story focusNEWS MEDIA TOPICS                                                                        CHART 1         600   ...
Story focus SOCIAL MEDIA TOPICS                                                            CHART2         300             ...
Leading topicsNEWS MEDIA                                                                                                  ...
Leading messages - news                                                                                            CHART 5...
Leading messages – social media                                                                                           ...
Media typeNEWS MEDIA                        CHART 7   SOCIALMEDIA                            CHART 8                      ...
Language breakdownNEWS MEDIA              CHART 9                TAMIL                 4.2%      CHINESE       11.5%      ...
Trend analysisThis chart shows the volume and favourability of articles analysed over the report period.                  ...
Commentators/influencers                                                    TABLE 1                                       ...
FURTHER ANALYSIS FROM NEWS MEDIANews media findings
Stakeholder satisfactionPUBLIC SECTOR                 CHART 13   PRIVATE SECTOR       CHART 15      PUBLIC                ...
Leading media by language                                                               TABLE 3                           ...
Social media findings“   @HORNBILL UNLEASHED.WORDPRESS.COM, 11 OCTOBER 2011    “IN FACT, „ONE-OFF‟ PAYMENTS ARE AKIN TO PL...
Social media metrics . STORY FOCUS           ENGAGEMENT    INFLUENCE   REACH   NET SENTIMENT OVERALL ECONOMY              ...
Top 10 channels.                                                                                 CHART 16                 ...
Story line: 6 – 14 October 2011 .                                                                                         ...
Voice growth & channel growthVOICE GROWTH                                                                                 ...
Top influencers                          13 OCTOBER 2011 01:11                      “                          COMPARISONS...
Conclusions> Given the wide concerns expressed about the economic                > Future news and social media tracking s...
CO P YRI G HT © 2 0 11 ME DI A MO NI TO RS G RO UP.A L L RI G HT S RE S E RV E D.
Malaysia Budget 2012 Presentation
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Malaysia Budget 2012 Presentation

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This report presents the findings of media analysis of coverage between 6 and 14 October 2011. This period covers the date immediately before the announcement of the Malaysian 2012 Budget (7 October), up until a week after this announcement.

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Malaysia Budget 2012 Presentation

  1. 1. 6 – 1 4 O CTO B E R 2 0 11Malaysia Budget 2012
  2. 2. Media analysis seriesIssues detailing specific abilities of media analysis while providing insight on major topics of global interest
  3. 3. Malaysia Budget 2012AN EVALUATION OFNEWS MEDIACOVERAGE (PRESS,BROADCAST ANDONLINE NEWS) ANDSOCIAL MEDIACONVERSATIONS OFMALAYSIAS BUDGETPROPOSAL FORYEAR 2012. 3
  4. 4. Average favourability, net sentiment explained RATING SCALE COLOUR USED Highly favourable 76 to 100 Moderately favourable 56 to 75 Favourable Slightly favourable 51 to 55 NewsMedia Average Favourability Rating Neutral/balanced 50 Neutral 0to 100 scale where 50 is neutral Slightly unfavourable 45 to 49 Moderately unfavourable 30 to 44 Unfavourable Highly unfavourable 0 to 30 Very Positive + 51 to +100 Positive Positive +1 to +50 Social Media Sentiment Scale -100 to +100 scale Neutral 0 Neutral where 0 is neutral Negative - 1 to -50 Negative Very Negative -51 to -100 4
  5. 5. News media analysis methodologyBest Practice Media AnalysisMedia Monitors uses the CARMA® media content analysis methodology, which is internationally recognised as one of the leadingcommercial systems available. CARMA® (Computer Aided Research and Media Analysis) uses advanced technology to quantify mediacontent, and human intelligence to provide qualitative insight and analysis.An aggregate score is calculated based on these multiple variables and presented on a 0–100 scale where 50 is neutral. This is an overallrating of the favourability of each media report towards the client organisation (and, if relevant, other organisations or competitors). Thisaggregate score is called the CARMA® Favourability Rating.Average Favourability Explained News media analysis methodology 5
  6. 6. Methodology explained> Positioning> Size> Prominent placement (headline,image)> Topics> Spokespeople/ Commentators> Messages> Tone 6
  7. 7. The Star, 8 October 2011
  8. 8. Social media analysis methodology & glossary of terms Social Media Metrics Explained Glossary of TermsBrandtology social media analysis is based on Engagement Quantifies the content creation and response Category This refers to the highest level referencing akeywords and channels that have been identified by a Index level of a particular subject. This takes into logical grouping. A category may contain oneSocial Media Consultant (SMCs). SMCs work closely account the number of conversations started, or more subjects.with clients to determine what needs to be monitored, as well as the number of relevant commentshow best to do this and how to ensure the deliverables Channel A source being monitored for posts.and reports meet the clients‟ objectives. and responses to the subject. Examples are forums, reviews, blogs, etc.Using these keywords and channels, relevant data – Influence Reflects the level of influence of a group ofsuch as author, content, date of content and influence Index online contributors discussing a certain Influence The influence score weights the importance ofof author – is extracted from forums, blogs, news, subject. Influencers are broken down into Score the author/commenter within his/her channel.reviews, Q&As, microblogs, public pages on social bands of Very High, High, Moderate, Low and The score is within the range of 0 to 100.networking sites and video sites (comments only) from Very Low Influence. Online contributors who Keyword A keyword is used as a search term in thethe internet. are active content posters or garner more matching process to tag posts to the responses to their content will command aThe extracted data is processed by multilingual natural associated subject. higher individual influence score. Highlanguage processors to identify sentiments along a Influencers have a higher weightage in Mentions Number of mentions or posts online.five-point scale (very negative, negative, neutral, determining the Influencer Index score. Thepositive, and very positive). higher the total Influence Index score, the Online Public Online public refers to a person or personsProcessed data is stored in databases and accessible more influential the group of online discussing, writing, or posting on social mediavia our Digital Conversation Management System contributors discussing the subject are platforms like blogs, forum sites, Q&A sites,(DCMS). Analysis based on proprietary algorithms is considered to be. review sites or microblogs.performed on the data to derive statistics, trends,indexes and charts. Net Sentiment Measures the ratio of positive to negative Sentiment Very Negative, Negative, Neutral, Positive posts. A sentiment index value greater than 1 Scale and Very Positive.A priority rating is also calculated based on a indicates a higher proportion of positive posts.combination of the site and author influence. Voice An author creating the post or a commenter Reach Measures the width and depth of the subject‟s that made a comment.Social Media Analysts (SMAs) access the data via our reach across individual channels and uniquein-house ticketing system to ensure the relevancy and voices, respectively. Voice Growth The Voice Growth chart shows the number ofaccuracy of the data, as well as to train the system toprocess data more efficiently on behalf of the clients. unique voices per day that have grown during the time period. This provides an indication ofOnce SMAs have checked the posts for relevancy and a “viral” growth type of view to show howsentiment, Social Media Research Analysts (SMRAs) many more people are mentioning thecheck for trends and gather insights that would be subject.relevant to the client, and produce a report. 9
  9. 9. Story focusNEWS MEDIA TOPICS CHART 1 600 60 55.2 54.9 53.0 51.8 FAVOURABILITY 339VOLUME 300 50 171 140 106 0 40 THE RAKYAT OVERALL ECONOMY PUBLIC SECTOR PRIVATE SECTOR UNFAV NEU FAV AVG FAV 10
  10. 10. Story focus SOCIAL MEDIA TOPICS CHART2 300 100 NET SENTIMENTVOLUME 145 150 141 0 -13.1 -13.8 -37.6 -37.7 84 53 0 -100 THE RAKYAT OVERALL PUBLIC PRIVATE ECONOMY SECTOR SECTOR NEG NEU POS NET SENTIMENT 11
  11. 11. Leading topicsNEWS MEDIA CHART 3 400 60 56.0 56.5 54.9 55.5 53.5 53.6 53.4 FAVOURABILITY 52.9 52.5 50.8VOLUME 206 200 175 165 160 160 50 142 128 117 111 94 0 40 INDIVIDUAL CIVIL LIVING BUDGET PUBLIC GROWTH SOCIAL MINISTRY GLOBAL CORPORATE TAX &… SERVANTS COST IMPLEMENT-…EDUCATION WELFARE ALLOCATION ECONOMY TAX &… UNFAV NEU FAV AVG FAVSOCIAL MEDIA (SAMPLED POSTS) CHART 4 200 100 NET SENTIMENTVOLUME -36.5 -4.5 -4.9 100 -14.8 -14.3 0 -24.9 -25.0 76 -45.2 -47.0 57 -47.4 47 27 26 25 21 20 19 17 0 -100 BUDGET CIVIL INDIVIDUAL HOUSING GROWTH CORPORATE SOCIAL LIVING GLOBAL EMPLOYMENT IMPLEMENT- SERVANTS TAX & TAX & WELFARE COST ECONOMY ATION SUBSIDIES SUBSIDIES NEG NEU POS NET SENTIMENT 12
  12. 12. Leading messages - news CHART 5 VOLUME 0 50 100 150 200 250 300 IS IN FAVOUR OF THE RAKYAT 240 IS IN FAVOUR OF THE PUBLIC SECTOR 89 OFFERS CLEAR MEASURES TO ENHANCE 69 THE WELL-BEING OF THE RAKYAT STIMULATES ECONOMIC GROWTH 56 IS INCLUSIVE 55 DOES NOT PROMOTE SUSTAINABLE 37 DEVELOPMENT IS IN FAVOUR OF THE PRIVATE SECTOR 34 FAV UNFAV 13
  13. 13. Leading messages – social media CHART 6 VOLUME 0 5 10 15 20 25 30 IS IN FAVOUR OF THE RAKYAT 24 IS NOT INCLUSIVE 15 DOES NOT PROMOTE SUSTAINABLE DEVELOPMENT 11 IS IN FAVOUR OF THE PUBLIC SECTOR 8 OFFERS CLEAR MEASURES TO ENHANCE WELL-BEING OF THE 8 RAKYAT IS INCLUSIVE 7 DOES NOT STIMULATE ECONOMIC GROWTH 7 STIMULATES ECONOMIC GROWTH 7 IS NOT TRANSFORMATIVE 6 IS NOT IN FAVOUR OF THE RAKYAT 6 IS NOT IN FAVOUR OF THE PRIVATE SECTOR 6 FAV UNFAV 14
  14. 14. Media typeNEWS MEDIA CHART 7 SOCIALMEDIA CHART 8 SOCIAL TV & RADIO NETWORKING MICROBLOG SITE 7.9% 1.4% 3.1% PRESS BLOG ONLINE 47.1% 44.4% NEWS FORUM 45.0% 51.1% 15
  15. 15. Language breakdownNEWS MEDIA CHART 9 TAMIL 4.2% CHINESE 11.5% SOCIAL MEDIA CHART 10 CHINESE 6.4% ENGLISH 49.5% MALAY 34.8% MALAY 35.1% ENGLISH 58.5% 16
  16. 16. Trend analysisThis chart shows the volume and favourability of articles analysed over the report period. CHART 11 NEWS MEDIA The media focus shifted to The rakyat responded to various news The media discussed the government‟s “over- implementation of the 200 articles, expressing their concerns about optimistic” target of 2012‟s Budget deficit, and Budget, specifically the 60 and expectations of the Budget. worrying debt levels in Malaysia. allocations to government ministries. FAVOURABILITY VOLUME 100 50 0 40 THU 6 OCT FRI 7 OCT… SAT 8 OCT SUN 7 OCT MON 8 OCT TUE 9 OCT WED 10 OCT THU 11 OCT FRI 12 OCT VOL AVG FAVThis chart shows the volume and net sentiment of online posts analysed over the report period. CHART 12 SOCIAL MEDIA (SAMPLED POSTS) 200 Discussions continue about the 60 government‟s handouts, with suggestions Discussion of opposition party Discussion related to speculation about that this was undertaken in order to win reviews of the government‟s Budget allocation, particularly in terms public votes in the upcoming election. NET SENTIMENT Budget allocations. of a GST.VOLUME 100 0 0 -60 THU 6 OCT FRI 7 OCT SAT 8 OCT SUN 7 OCT MON 8 OCT TUE 9 OCT WED 10 OCT THU 11 OCT FRI 12 OCT BUDGET DAY VOL NET SENTIMENT 17
  17. 17. Commentators/influencers TABLE 1 TABLE 2 AVG INFLUENCE SENT-NEWS COMMENTATORS VOL INFLUENCERS CHANNELS VOL FAV SCORE IMENTDATUK SERI NAJIB TUN RAZAK, MALAYSIA PRIME LOWYAT.NET 67 58.0 ROBERTNGO 100 3 0MINISTER FORUM– KOPITIAMDATUK DR. AWANG ADEK HUSSEIN, DEPUTY FINANCE LOWYAT.NET 15 55.0 JOE_MAMAK 100 2 -13MINISTER FORUM– KOPITIAMTAN SRI MUHYIDDIN YASSIN, MALAYSIA DEPUTY PRIME MIRI COMMUNITY 12 54.2 RYUNARUTO 90 2 0MINISTER FORUM – LOUNGEDATUK SERI LIOW TIONG LAI, MINISTER OF HEALTH 12 54.6 LOWYAT.NET FLAMING_LION 72 1 0 FORUM– KOPITIAMDATUK MUKHRIZ TUN MAHATHIR, DEPUTY MINISTER 11 54.5 LOWYAT.NETOF INTERNATIONAL TRADE & INDUSTRY POLARIS 70 27 -8 FORUM– KOPITIAMDATUK SERI ANWAR IBRAHIM, OPPOSITION LEADER 9 44.4 MIRI COMMUNITY RELAXJACK 65 2 -13 FORUM – LOUNGE TWITTER –DATUK SERI DR. NG YEN YEN, MINISTER OF TOURISM 8 55.0 READZZAL 56 1 0 MALAYSIA TWITTER –CHUA HAK BIN, BANK OF AMERICA MERRILL LYNCH IDIN77 51 1 0 8 46.9 MALAYSIAECONOMIST THE BORNE TWITTER – 51 1 0TONY PUA, MEMBER OF PARLIAMENT FOR PETALING POST MALAYSIA 8 45.6JAYA UTARA THE BURSA M‟SIA FORUM –DATUK SERI AHMAD HUSNI MOHAMAD HANADZLAH, SALAHDIN 50 3 0 8 58.1 PERSONALSECOND MINISTER OF FINANCE FINANCE 18
  18. 18. FURTHER ANALYSIS FROM NEWS MEDIANews media findings
  19. 19. Stakeholder satisfactionPUBLIC SECTOR CHART 13 PRIVATE SECTOR CHART 15 PUBLIC PRIVATE SECTOR IS SECTOR IS NOT NOT SATISFIED SATISFIED WITH THE WITH THE PRIVATE BUDGET… PUBLIC BUDGET SECTOR IS SECTOR IS 28.2% SATISFIED SATISFIED WITH THE WITH THE BUDGET BUDGET 71.8% 89.3%RAKYAT CHART 14 RAKYAT IS NOT SATISFIED WITH THE BUDGET 22.1% RAKYAT IS SATISFIED WITH THE BUDGET 77.9% 20
  20. 20. Leading media by language TABLE 3 AVERAGELANGUAGE MEDIA OUTLETS AUDIENCE VOLUME FAVOURABILITY THE STAR ONLINE 674,424 89 53.8 YAHOO! MALAYSIA 60,630 58 53.3ENGLISH MALAYSIAN INSIDER 456,895 47 48.4 (ALTERNATIVE NEWS) UTUSAN MALAYSIA 41,413,162 71 54.1 UTUSAN ONLINE 407,925 58 56.1MALAY HARAKAH DAILY 349,027 20 42.3 (ALTERNATIVE NEWS) SIN CHEW JIT POH 36,987,648 47 54.5CHINESE CHINA PRESS 18,870,540 38 52.6 MALAYSIA NANBAN 2,760,000 18 53.6TAMIL MAKKAI OSAI 52,000 13 54.6 21
  21. 21. Social media findings“ @HORNBILL UNLEASHED.WORDPRESS.COM, 11 OCTOBER 2011 “IN FACT, „ONE-OFF‟ PAYMENTS ARE AKIN TO PLACEBOS THAT GIVE SHORT-TERM RELIEFS. RELIEFS THAT ARE PLAYS ON THE MIND RATHER THAN REALISTIC SOLUTIONS TO A MEDICAL AILMENT. AND THIS IS THE ESSENCE OF BUDGET 2012. IT IS A SHORT TERM PLACEBO, MEANT TO GRANT A „FEEL GOOD‟ EFFECT AMONG A SELECT FEW OF THE POPULACE. JUST ENOUGH TO AFFECT THE 5% VOTE SWING BACK TO THE BARISANNASIONAL IN ORDER TO RETAIN THE TWO-THIRDS MAJORITY IN PARLIAMENT. HOW ELSE CAN YOU EXPLAIN ITS IRRATIONALITY AND DISREGARD FOR FINANCIAL RESPONSIBILITY?”
  22. 22. Social media metrics . STORY FOCUS ENGAGEMENT INFLUENCE REACH NET SENTIMENT OVERALL ECONOMY 54.4% 57% 66.5% -37.6 PRIVATE SECTOR 51.9% 56% 66.6% -37.7 PUBLIC SECTOR 49.4% 56% 60.8% -13.1 THE RAKYAT 49.9% 54% 64.4% -13.8 23
  23. 23. Top 10 channels. CHART 16 LOWYAT.NET FORUM - KOPITIAM FREE MALAYSIA TODAY LOWYAT.NET MALAYSIAN MIRROR BLOG FORUM - KOPITIAM 13.0% LOWYAT.NET FORUM - FINANCE, BUSINESS & INVESTMENT FREE MALAYSIA TODAY HORNBILL UNLEASHED 10.5% OTHERS CARI CHINESE FORUM - LOCAL POLITICS 42.6% CARIGOLD FORUM - ISU SEMASA DETIKDAILY.NET FORUM - POLITIK SEMASA LIM KIT SIANG BLOG CARI FORUM - ISU SEMASA (CURRENT ISSUES) OTHERS 24
  24. 24. Story line: 6 – 14 October 2011 . 10 OCTOBER 2011 TOTAL MENTION: 4177 OCTOBER 2011 TOTAL MENTION: 952 The volume of mentions increased on this day, after the opposition party reviewed theThe online discussions spiked when the Budget was announced. Discussions related Budget allocation by the government. Engagement from representatives from theto Budget allocation, in particularly speculation about the introduction of a GST, and government and the opposition party was apparent in discussion across forums andthe implementation of the Budget. The online public perceived the 2012 Budget as a blogs on this day. Conversations suggested that the Budget distribution is inadequate toploy by the government to gain electoral votes. sustain Malaysia‟s global economic growth, with wide coverage of claims that the Budget should cater to all levels of income groups. 8 OCTOBER 2011 TOTAL MENTION: 691 12 OCTOBER 2011 TOTAL MENTION: 325 Conversations continued to suggest that the Budget has failed to address a possible Discussions continued to relate to the government‟s cash handouts, again with global recession. Budget 2012 was again described as perceived as tool for the claims that these handouts were allocated in order to win public votes in the government to win electoral votes. Middle-class citizens claimed they had received upcoming election without consideration of the impact of the Budget on the least benefits from the Budget, and that finance aids were targeted only at lower recession and low GDP growth. income groups. CHART 17 1600 100 1200 50 NET SENTIMENT VOLUME 800 0 400 -50 0 -100 6/10/2011 7/10/2011 8/10/2011 9/10/2011 10/10/2011 11/10/2011 12/10/2011 13/10/2011 14/10/2011 VOL NET SENTIMENT 25
  25. 25. Voice growth & channel growthVOICE GROWTH CHART 18 600 450VOLUME 300 150 0 04/10/11 05/10/11 06/10/11 07/10/11 08/10/11 09/10/11 10/10/11 11/10/11 12/10/11 13/10/11 14/10/11 NEW VOICES CUMULATIVE GROWTHCHANNEL GROWTH CHART 19 100 75VOLUME 50 25 0 04/10/11 05/10/11 06/10/11 07/10/11 08/10/11 09/10/11 10/10/11 11/10/11 12/10/11 13/10/11 14/10/11 NEW CHANNELS CUMULATIVE GROWTH 26
  26. 26. Top influencers 13 OCTOBER 2011 01:11 “ COMPARISONS with other countries indicate that we have too many civil servants for the population. Some 1.3 million civil servants, together with retirees, accounted for nearly two-fifths of the Federal Government‟s operating expenditure last year of over RM150bil”. - http://forum.lowyat.net/topic/2068415USER CHANNEL INFLUENCE TOTAL POSTS SENTIMENT URLPolaris Lowyat.NET Forum – 70 32 Negative http://forum.lowyat.net/user/Polaris Kopitiam “ 11 OCTOBER 2011 18:20 But beyond the lofty promises and glossy numbers, the so-called shadow budget, if ever it is implemented, could hurt rather than benefit ordinary Malaysians.”- http://www.malaysianmirror.com/media-buzz-detail/6-nation/55159-putting- pakatans-flawed-budget-under-scrutinyUSER CHANNEL INFLUENCE TOTAL POSTS SENTIMENT URLMalaysian Mirror Blog 43 24 Negative http://www.malaysianmirror.com/index.html “ 11 OCTOBER 2011 3:38 A government is more than a budget. It is not all money and mega projects and subsidies. The poor will remain poor no matter what multi-billion ringgit transformation projects are rolled out.”- http://www.freemalaysiatoday.com/2011/10/11/battle-of-the-budgets/USER CHANNEL INFLUENCE TOTAL POSTS SENTIMENT URLFree Malaysia Today Blog 43 14 Negative http://www.freemalaysiatoday.com/ “ 8 OCTOBER 2011 00:00 This Budget 2012 measures to put cash in the pockets of voters ahead of a general election expected soon.” - http://hornbillunleashed.wordpress.com/2011/10/08/24226/. USER CHANNEL INFLUENCE TOTAL POSTS SENTIMENT URL Hornbill Unleashed Blog 43 27 Negative http://hornbillunleashed.wordpress.com 27
  27. 27. Conclusions> Given the wide concerns expressed about the economic > Future news and social media tracking should relate to the sustainability of the Budget proposals, the government could implementation process and results of high-profile projects, which consider more proactively communicating specific details about are commonly the focus of media and public interest. This would the proposals to the public. This could include providing more include financial aid offers for lower-income groups; ministry information about the development and implementation of the funding of projects such as the new women‟s and children‟s projects, and addressing queries from the public in a timely hospitals; upgrades of rural clinics; Kedai 1Malaysia; the manner. This will help to boost public confidence about the Langkawi tourism project; and upgrades for the Royal Malaysian government‟s accountability in delivering the promises made in Police. the Budget, especially in the current global economic climate.> Although the Prime Minister and government ministers have an undeniably strong presence in news media, opposition leaders seem to be utilising social media more effectively to communicate their messages. Government representatives are still lacking a presence in forums and blogs, whereas opposition leaders and members of the middle-class were active in these areas. A greater government engagement in the social media space is therefore encouraged. 28
  28. 28. CO P YRI G HT © 2 0 11 ME DI A MO NI TO RS G RO UP.A L L RI G HT S RE S E RV E D.

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