On 8th October 2014, I spoke at Measure Fest in London on whether social data predicted the outcome of the Scottish independence vote. My argument was that whilst the yes campaign made the most noise, the demographic and engagement data from Facebook and Twitter actually showed a much more balanced picture. With the younger age groups over indexing in liking the better together campaign, and a clear gender inbalance in the yes campaign - it is clear when you look at a deeper level than just interactions that the yes campaign had some serious issues in terms of winning an outright majority. I then discussed how you can use data in this way to create personas for your marketing campaigns and discussed how the campaigns were fairly static with their content and could have performed better by looking at data in this way.

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7. 10m Interactions 5.4m tweets using
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#indyref

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10. Disclaimer
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13. The Result
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2,001,926
YES 1,617,989
NO

15. YES
NO
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16. The Data
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17. YES
NO
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18. YES
NO
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19. Audience
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20. YES
NO
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21. YES
30%
25%
20%
15%
NO
Age Group
10%
5%
0%
Better Together Yes Scotland All Scottish Facebook
18-24 25-34 35-44 45-54 55-64 65+
% of users by age group
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22. YES
NO
Gender
50%
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
Male Female
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60%
50%
40%
0%
Better Together Yes Campaign

23. YES
NO
Education
22%
Better Together Yes Scotland
72%
80%
70%
60%
50%
40%
30%
20%
10%
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6%
22%
72%
6%
0%
High School College Grad School

24. YES
28%
NO
Relationship Status
Better Together Yes Scotland
24%
45%
40%
35%
30%
25%
20%
15%
10%
5%
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7%
41%
32%
26%
8%
34%
0%
Single In Relationship Engaged Married

25. Engagement
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26. 700,000
YES
600,000
500,000
400,000
300,000
NO
Twitter Mentions
200,000
100,000
0
#voteyes #bettertogether #nothanks #yesscotland
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27. Facebook Interactions
2.5
YES
2
1.5
1
NO
0.5
0
Better Together Yes Scotland
Millions of Interactions
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28. What Can We Learn
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29. YES
NO
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30. YES
NO
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31. YES
NO
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32. YES
NO
Angry
Scotsman
Younger
be2er
together
Married,
older
couple
vo;ng
no
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33. YES
NO
Angry
Scotsman
Younger
be2er
together
Married,
older
couple
vo;ng
no
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34. YES
NO
Angry
Scotsman
Younger
be2er
together
Married,
older
couple
vo;ng
no
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35. YES
NO
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Thanks!
@benharper87
www.datify.co.uk