Post New Hampshire Primary


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A short analysis after the New Hampshire Primary

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Post New Hampshire Primary

  1. 1. Post – New Hampshire Primary Event Salesforce Radian6 Report
  2. 2. SUMMARY OF ELECTION EVENTS The spike during the Iowa Caucus grew to approx. 88,000 social mentions for the day time frame. The New Hampshire Primary saw The New Hampshire debate from January its spike come in at just over 64,000 social mentions. 7th created a volume of spike of approximately 135,000 social mentions. This debate was nearly double the spike in mentions compared to both election events.160,000140,000120,000100,00080,00060,00040,00020,000 0 Jan 03 Jan 04 Jan 05 Jan 06 Jan 07 Jan 08 Jan 09 Jan 10 Looking at the two election events Micromedia Comments comparatively, there Facebook was a larger amount of Blogs mainstream news Forum Replies attention during the Mainstream News New Hampshire Videos Primary as compared to Forums the Iowa Caucus (3.0% Images to 0.7%) MySpace 200,000 150,000 100,000 50,000 0 50,000 150,000 250,000 350,000 The New Hampshire Primary saw an male increase in the male gender as compared to the Iowa Caucus by female 6.6%. 80,000 60,000 40,000 20,000 0 10,000 20,000 30,000 40,000 25-34 35-44 The age bracket 45-54 breakdown mirrored nearly exact for both 21-24 events. 55-64 18-20 65+ 8,000 6,000 4,000 2,000 0 1,000 2,000 3,000 4,000 Salesforce Radian6 Report 2
  3. 3. CANDIDATE SOCIAL MENTION REVIEWBelow is a look at the Social mentions across all monitored media types for the candidate mentions (twitterhandles, first name, last name and all campaign handles) as they relate to the event mentions themselves. Social Mentions Social Mentions Day of Iowa Caucus Day of NH Primary January 3rd, 2012 January 10th, 2012 Ron Paul 40, 691 23,208 11,350 8,459 Barack Obama Rick Perry 9,841 4,328 Mitt Romney 30,889 35,935 Rick Santorum 35,230 7,704 Newt Gingrich 8,686 6,643 9,367 479 Michele Bachmann Jon Huntsman 3,036 15,983 Ron Paul 22.6% Rick Santorum Mitt Romney 23.6% 20.7% Jon Huntsman 15.6% Barack Obama 7.6% Barack Obama 8.2% Rick Perry 6.6% Mitt Romney 35.0% Rick Santorum 7.5% Ron Paul Michele Bachmann 27.3% 6.3% Newt Gingrich Newt Gingrich 6.5% Jon Huntsman 5.8% 2.0% Michele Bachmann Rick Perry 0.5% 4.2% Salesforce Radian6 Report 3
  4. 4. CANDIDATE SOCIAL MENTION REVIEW PAST 30 DAYS SHARE OF VOICEBelow is a look at the Social mentions across all monitored media types for the candidate mentions (twitterhandles, first name, last name and all campaign handles) sorted by overall past 30 days volume. Social Mentions Past 30 daysRon Paul 6,440,388 Barack ObamaBarack Obama 4,844,824 24.4% Rick PerryRick Perry 2,729,095 13.7%Mitt Romney 2,227,588 Mitt Romney 11.2%Rick Santorum 1,375,458 Ron Paul Rick Santorum 32.4% 6.9%Newt Gingrich 1,248,986 Newt Gingrich 6.3%Michele Bachmann 520,172 Michele Bachmann Jon Huntsman 2.6% 2.4%Jon Huntsman 467,808 Salesforce Radian6 Report 4
  5. 5. CANDIDATE MENTION DEMOGRAPHIC BREAKDOWN PAST 30 DAYSThe following information takes a look at the volume of Social Mentions for each candidate and breaksdown their demographic information. While all candidates had 25 – 34 has their top age bracket, JonHuntsman’s saw this take up the largest percentage of his age bracket breakdown. On the gender side, RickPerry was the only candidate to feature a majority female audience. The two main USA locations identifiedwere New York, NY and Washington, DC. Gender Split Top Age Bracket Top USA Location (male/female) (% of total age breakdown) (out of available data) Ron Paul 67.8%/32.2% 25-34 (32.8%) New York, NY Mitt Romney 62.7%/37.3% 25-34 (27.5%) Washington, DC Rick Santorum 61.1%/38.9% 25-34 (27.7%) Washington, DC 57.8%/42.2% 25-34 (24.5%) Washington, DC Barack Obama Rick Perry 43.0%/57.0% 25-34 (26.9%) Washington, DC Newt Gingrich 62.1%/37.9% 25-34 (27.8%) Washington, DC 60.3%/39.7% 25-34 (30.6%) New York, NY Michele Bachmann Jon Huntsman 66.3%/33.7% 25-34 (34.4%) Washington, DC Salesforce Radian6 Report 5
  6. 6. TARGETED TOPIC ANALYSISBased on supplied interest areas the following breakdown was observed as connected to the candidate mentionsand election event mentions for the past 30 days. Top Candidates Mentioned Barack Obama Top Candidates Mentioned Mitt Romney Barack Obama Ron Paul Ron Paul Mitt Romney Top Candidates Mentioned Barack Obama Mitt Romney Ron PaulJobs and unemployment Economy Top Candidates Mentioned Barack Obama Ron Paul Mitt Romney Healthcare Government Spending Top Candidates Mentioned Barack Obama Mitt Romney Newt Gingrich Immigration Top Candidates Mentioned Barack Obama Top Candidates Mentioned Ron Paul Rick Santorum Newt Gingrich Mitt Romney Barack Obama National Security Social Issues 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 Salesforce Radian6 Report 6
  7. 7. METHODOLOGY Radian6 Data Radian6 covers over 150 million sources each day, including the broadest available coverage of: • Blogs • Mainstream online news, such as • Video and Photo sharing sites, like Flickr and YouTube • Micromedia, including the full Twitter firehose • Forums and Discussion Boards • Blog comments • Facebook public discussion forums We use a combination of RSS and other data feeds in addition to proprietary crawlers in order to index the entire social web. If data is available publicly, we’ll capture it. That also means that data the community trusts to stay behind a wall, will; we don’t crawl or capture sites like private portions of Facebook, private communities, or similar sites. We capture over eight million on-topic posts and comments each day, filter out the spam and irrelevant data, and deliver results to you in near real time. Radian6 Insights Insights give meaning to unstructured volumes of content based your needs and integrated into our current dashboard offering. Current partners include Klout, OpenAmplify and OpenCalais. The insights that each of these partners offer (like age range, location, influencer score, textual analysis) are added as drill down options on the Dashboard widgets, so you are able to take your Radian6 topic profile mentions and overlay the insight partner data all in one place. Salesforce Radian6 Report 7
  8. 8. Salesforce.com Radian6