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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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@datifyuk | www.datify.co.uk | 01733 865094
@datifyuk | www.datify.co.uk | 01733 865094
@datifyuk | www.datify.co.uk | 01733 865094
@datifyuk | www.datify.co.uk | 01733 865094
@datifyuk | www.datify.co.uk | 01733 865094
@datifyuk | www.datify.co.uk | 01733 865094
@datifyuk | www.datify.co.uk | 01733 865094
10m Interactions 5.4m tweets using #indyref
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@datifyuk | www.datify.co.uk | 01733 865094
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Disclaimer
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The Result
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2,001,926
1,617,989 YES
NO
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YES
NO
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The Data
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YES
NO
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YES
NO
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Audience
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YES
NO
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YES
NO
Age Group
0%
5%
10%
15%
20%
25%
30%
18-24 25-34 35-44 45-54 55-64 65+
% o
f u
sers
by
age
gro
up
Better Together Yes Scotland All Scottish Facebook
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YES
NO
Gender
50% 60%
50% 40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Better Together Yes Campaign
Male Female
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YES
NO
Education
22%
72%
6%
22%
72%
6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
High School College Grad School
Better Together Yes Scotland
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YES
NO
Relationship Status
28% 24%
7%
41%
32%
26%
8%
34%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Single In Relationship Engaged Married
Better Together Yes Scotland
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Engagement
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YES
NO
Twitter Mentions
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
#voteyes #bettertogether #nothanks #yesscotland
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YES
NO
Facebook Interactions
0
0.5
1
1.5
2
2.5
Better Together Yes Scotland
Mil
lio
ns
of
Inte
rac
tio
ns
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What Can We Learn
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YES
NO
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YES
NO
@datifyuk | www.datify.co.uk | 01733 865094
YES
NO
@datifyuk | www.datify.co.uk | 01733 865094
YES
NO
Angry Scotsman Younger be2er together Married, older couple vo;ng no
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YES
NO
Angry Scotsman Younger be2er together Married, older couple vo;ng no
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YES
NO
Angry Scotsman Younger be2er together Married, older couple vo;ng no
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YES
NO
@benharper87 www.datify.co.uk
Thanks!
