THE TRUTH ABOUT SOCIAL MEDIA & THE GOP PRIMARY ELECTION

SocialMatica’s Social Media Workshop Series

Today’s Agenda

What You’re Going To Learn1. The Connection Between Social Media &

Elections2. How SocialMatica Correctly Predicted The

Future Based On Social & Digital Data3. How You Can Do The Same

Introduction

• Who is SocialMatica– What We’re About– Why We’re Doing This– Free Social Performance Tool

http://agencysnap.socialmatica.com• Hash Tag #smtca Questions– This week or future workshop content

SocialMatica ToolKit

What People Want

• Social/Digital Media To Mean Something• Predict The Future• Get In The Mind Of The Consumer• Track & Measure Results• Tweak Accordingly

Why Most People Don’t Have That

• No Uniformity• No Top-Down Measurement System• Cool Versus Useful• Systematic Guessing

Proper Methodology

• It’s Simple But Uncommon• We Used It On The Elections

To Understand The Digital Landscape

• Topics• Social Identities• The Subject Matter– Brands– Candidates– Categories– Etc

What Matters & How To Tell

Measuring Who – A Digital Resume

• Performance– # of Articles in well known websites with high traffic– # of mentions in other articles– # of comments– # of Retweets, Followers, Mentions and Relevant Topics– Traffic– Relationships To Others– Volume Of Activity– Volume Of Blog Posts– Comments To Post Ratios

Where They Said It

• Traffic• Links• Articles• Comments On Articles• Social Media Performance• Digital Audience Online

From This We Build

• Campaign Strategies– Blogger Outreach– Target Keywords– Target Locations For Halo Effect– Engagement

• Tactical– Who, Where, How Important?

• Predict The Behavior?

Advantages As Marketers

• Build Knowledge• Gather Proof• Baseline & Demonstrate Progress• With SM, You Save Time

The Project

• Track Elections• Track Social Connections & Influence• Determine If There Is A Relationship

The Wisconsin Recall Election

The Candidate Breakdown

Republican

Democrat

Republican

Democrat

Republican

Democrat

We Worked With A Campaign Advisor

• Websites• Topical Lists• Refined Duplicate Or Erroneous Data• Here’s What We Were Left With

Who & How Important What They Are Talking About

Where Is Your Subject Being Picked Up?

Top Observations

• There's a social world• There's a real world• Urban areas - connection to social• Rural low income – no connection to social

The Right Way To Think About Social

• The Data Represents Intent• That Data Represents Desire• The Data Represents Purpose• We Trust That We Can Act On It

Our GOP Performance

• Wisconsin Recall– 3/3

• GOP Primaries– 7-10 on Mitt Romney– Ron Paul Is Interesting Because...– Santorum Is Interesting Because...

Turns Out

• Ron Paul Motivates The Young & The Higher 45k-100k Wage Earners (Middle America)

• Santorum Motivates The Rural & Low Income, Low Education

* Assumption Based On Social Network Demographic Breakdowns & State Voter Turnout Demographics

How We’ve Responded

• Incorporated Gallup poll data into our daily polling

• Given it an appropriate weighting of the overall score

Benefits

• Gives us a direct channel to non-social and social alike

• Allows to read what real people say, think, and respond

• Content oriented, so we can see trends and start seeing agenda's

• Gives us a contrast for "sponsored" content• So we can see the spin

Conclusions

• Verticalpoint gives us a way to connect the digital world with the real world and compare data points. We can see more than mentions, we see rank, we see sources, we see content and when you've observed long-enough you can see trends and major shifts in the market.

How You’re Able To Unleash This Data

• Know What’s Being Said• Know The Importance Of The Author• Know The Location Of The Content• Sentiment• Performance Trending

How You Can Do The Same

• VP License• Build A Contextual Model Manually• DEMO

SocialMatica ToolKit

Questions?

www.socialmatica.comtraining@socialmatica.com

If you’d like a free account to AgencySnap, just send us a note to the email above and we’ll reply with login details.

Number of Articles and Number of Tweets Mentioning the Candidate

Comparing the number of Articles that mention the candidate (7/12 – 8/9), and number of Tweets that mention the candidate (8/3 – 8-9)

Candidate Num Articles Num Tweets

Race 1:

Darling 398 1855 (Winner)Pasch 246 1837

Race 2:King 231 1181 (Winner)Hopper 296 291

Race 3:Shilling 121 562 (Winner)Kapanke 185 113

Number of Articles that Mention the Candidate with SocialRank considered

Comparing the number of Articles that mention the candidate (7/12 – 8/9), broken down by the SocialRank (SR) of the mentioner—3 groups: those with SocialRank 6.0 or higher, SocialRank 4.0-5.9, SocialRank 0-3.9.

Candidate Articles SR 6+ SR 4-6 SR 0-4Race 1:Darling 398 132 191 75 (Winner)Pasch 246 97 98 51

Race 2:King 231 73 120 38 (Winner)Hopper 296 93 155 48

Race 3:Shilling 121 55 46 20 (Winner)Kapanke 185 72 69 44

Number of Tweets that Mention the Candidate with SocialRank considered

Comparing the number of Tweets that mention the candidate (8/3 – 8/9), broken down by the SocialRank (SR) of the mentioner—3 groups: those with SocialRank 6.0 or higher, SocialRank 4.0-5.9, SocialRank 0-3.9.

Candidate Tweets (412)SR 6+ (626)SR 4-6 (3268)SR 0-4

Race 1:Darling 1855 1018 552 285 (Winner)Pasch 1837 1190 398 249

Race 2:King 1181 652 448 81 (Winner)Hopper 291 218 44 29

Race 3:Shilling 562 321 211 30 (Winner)Kapanke 113 58 46 9

The “Day After” Chatter

Number of Tweets Mentioning Candidate on day after election: Candidate “Day After” Tweets

Race 1:Darling 529 Winner (compared to 194 on election day)Pasch 1516* (compared to 656 on election day)

Race 2:King 1181 Winner (compared to 532 on election day)Hopper 155 (compared to 114 on election day)

Race 3:Shilling 894 Winner (compared to 338 on election day)Kapanke 159 (compared to 12 on election day)

FaceBook LikesLikes from Aug 16.

Candidate Num Facebook Likes Race 1:Darling 5381 76% more facebook likes WinnerPasch 3062

Race 2:King 3859 554% more facebook likes WinnerHopper 590

Race 3:Shilling 3791 37% more facebook likes WinnerKapanke: 2763