Social Media Analytics and Vermont Politics


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Social Media Analytics and Vermont Politics

  1. 1. Social Media Analyticsand Vermont Political Campaigns<br />WAW <br />October 12,2010<br />
  2. 2. Admin<br />#waw<br />#btv<br />#vtgov<br />@epikdave<br />@gansettbeer<br />@156bistro<br />@hearforward<br />Me<br />Sean Hurley<br /><br /><br />@seanphurley<br />what we’re going to talk about: #vtgov, @briandubie, @petershumlin, #fb, #twitter, @klout, <br />10/14/2010<br />2<br />
  3. 3. hearforward<br />Get Data<br />Index Data<br />Mine Data<br />Present Data<br />Oracle vs. the API<br />Integration<br />Interactive Marketing Applications<br />Best Practices<br />10/14/2010<br />3<br />
  4. 4. Email Subscribers by Facebook Membership , Fan Status and Marketability<br />10/14/2010<br />4<br /><ul><li>485k Total Email Addresses
  5. 5. 46% are on Facebook
  6. 6. 2% are Fans of XXXXXXXX</li></ul>If a subscriber is also a Fan, they are significantly more likely to be marketable<br />
  7. 7. Sentiment = Sales<br />There a very strong correlation (0.80) between the hearforward Sentiment Index and ------’S daily consumer revenue <br />10/14/2010<br />5<br />
  8. 8. Email Acquisition vs. <br />Twitter Volume and Sentiment<br />Volume and Tonality of Twitter Mentions of ---- from 5/4-5/20<br />On average, there are 7x as many daily ---- mentions on twitter as there are emails acquired<br />10/14/2010<br />6<br />
  9. 9. Social Media!<br />10/14/2010<br />7<br />
  10. 10. By the numbers<br />10/14/2010<br />8<br />*from<br />
  11. 11. Gubernatorial Followers<br />1,557 twitter users follow at least one of the candidates (collectively, Gubernatorial Followers)<br />15% follow both candidates<br />6M twitter users in the second level-network of all Gubernatorial Followers<br />Overlapping 15% are poorly followed<br />10/14/2010<br />9<br />4,230 followers/<br />user<br />1,340 followers/<br />user<br />4,260 followers/<br />user<br />
  12. 12. Conversation Participants,by Candidate Follow Status<br />1,589 twitter users with 3,873 in-topic updates, of which 180 are RTs (4.6%)<br />Most participants are not following either candidate<br />70% of @briandubie’s participating followers are also following @petershumlin<br />Just 37% for @petershumlin<br />10/14/2010<br />10<br />As a % of Participants that are also Gubernatorial Followers, “Participating Followers”<br />
  13. 13. Conversation Participant Metrics,by Candidate Follow Status<br />10/14/2010<br />11<br />
  14. 14. Most Prolific Participants<br />10/14/2010<br />12<br />
  15. 15. Most FollowedParticipants<br />10/14/2010<br />13<br />