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Abbott v Gillard – Key Social Media Takeouts! Daniel Lodge Alterian @daniellodge

Australian Election - Abbott v Gillard - Social Media Monitoring

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Presentation to Sydney Social Media Club, demonstrating the key takeouts from the Federal Election - Abbott v Gillard

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Page 1: Australian Election - Abbott v Gillard - Social Media Monitoring

Abbott v Gillard – Key Social Media Takeouts!

Daniel Lodge

Alterian

@daniellodge

Page 2: Australian Election - Abbott v Gillard - Social Media Monitoring

Australian Election – Abbott v Gillard!!

News Ltd wanted to monitor the Social Media Buzz/sentiment in the time from Julia Gillards Election Announcement to polling day.

Key datesAnnouncement of election: Saturday 17 JulyPolling day: Saturday 21 August.

The sentiment toward party leaders and topics was of high importance.

Page 3: Australian Election - Abbott v Gillard - Social Media Monitoring

They needed some nice technology to help.

Exclude:

Non English

Final results

410, 554

Date range:

From July 15th – to August 23rd

Search Key Terms Tony Abbott and Julia Gillard,

ALP and the Coalition.

Page 4: Australian Election - Abbott v Gillard - Social Media Monitoring

Collect

Alterian SM2 indexes the entire social media universe, across the globe and across all platforms.

StoreAlterian’s Social Media WarehouseSM, created in 2007, contains over 9.5 billion social media mentions, blogs, tweets, posts, images and conversations.

UnderstandAn incredibly powerful and intuitive tool, the Techrigy SM2 User Interface enables clients to visualize, analyze, communicate and share findings. Turn content into actionable insight.

Abbott v Gillard - SM2 Social Media Monitoring

Over 9.5 Billion Results

Page 5: Australian Election - Abbott v Gillard - Social Media Monitoring

Federal Election – Daily Conversation Volume

SM2 pulled in 410K Social Media posts

between 15/7/2010 – 23/8/2010.

This averaged at over 10K

posts per day.

Key peak on 25/7/2010 was in response to the TV Debate.

Page 6: Australian Election - Abbott v Gillard - Social Media Monitoring

Abbott v Gillard – Positive Sentiment

7/15/2010

7/17/2010

7/19/2010

7/21/2010

7/23/2010

7/25/2010

7/27/2010

7/29/2010

7/31/2010

8/2/2010

8/4/2010

8/6/2010

8/8/2010

8/10/2010

8/12/2010

8/14/2010

8/16/2010

8/18/2010

8/20/2010

8/22/2010

0

100

200

300

400

500

600

700

800

900

1000

Very Positive Tony Abbott Very Positive Julia Gillard

Very Positive mentions for

both Tony Abbott and

Julia Gillard.

There were 10478 Very

positive mentions for Tony Abbott

and Julia Gillard with

11240.

Shows how close it was!!

Page 7: Australian Election - Abbott v Gillard - Social Media Monitoring

Abbott v GillardKey Election Topics

Page 8: Australian Election - Abbott v Gillard - Social Media Monitoring

Abbott v Gillard – Conversational Topics

All - Asylum Seekers; 9.30%

All - Broadband; 11.40%

All - Climate Change; 49.40%

All - Economy; 8.00%

All - Families; 0.90%

All - Health; 14.80%

All - Immigration; 6.20%

Climate Change recorded almost

50% of the Federal Election

debate.

Other big topics included Health

(and Health Reform) and Broadband!

Page 9: Australian Election - Abbott v Gillard - Social Media Monitoring

Abbott v Gillard – Climate Change

7/15

/201

0

7/17

/201

0

7/19

/201

0

7/21

/201

0

7/23

/201

0

7/25

/201

0

7/27

/201

0

7/29

/201

0

7/31

/201

0

08/0

2/20

10

08/0

4/20

10

08/0

6/20

10

08/0

8/20

10

08/1

0/20

10

08/1

2/20

10

8/14

/201

0

8/16

/201

0

8/18

/201

0

8/20

/201

0

8/22

/201

00

5

10

15

20

25

30

35

40

45

Tony Abbott Very Positive Julia Gillard Very Positive

Tony Abbott Julia Gillard

Positive 453 / 40% 221 / 34%

Negative 671 / 60% 423 / 66%

Total 1124 644

Of Climate Change mentions…

Tony Abbott received 8,657 compared to Julia Gillards

13,766

Therefore 13% of Climate Change mentions invoked

sentiment with Tony Abbott.

Compared to just 5% of Julia Gillards mentions.

Tony Abbott also has a higher % of positive to negative

mentions.

Page 10: Australian Election - Abbott v Gillard - Social Media Monitoring

Abbott v GillardInfluence of communities and bloggers

Page 11: Australian Election - Abbott v Gillard - Social Media Monitoring

Abbott v Gillard – Influential Communities

Influence value is to show the most active

domains with the most popular.

These include a number of

twitter users forums and news sites.

Page 12: Australian Election - Abbott v Gillard - Social Media Monitoring

Abbott v Gillard – Whirlpool Forum

The National Broadband Network

conversationsnumbered1968 on

the Whirlpool Forum

Relative to the overall population of internet

users, Whirlpools audience tends to be Caucasian; they are

also disproportionately

childless men under the age of 35.

Page 13: Australian Election - Abbott v Gillard - Social Media Monitoring

Top Twitter Influencers

12

3 4

Page 14: Australian Election - Abbott v Gillard - Social Media Monitoring

Conclusion

After all was said and done, we witnessed one of the closest elections ever with Labor forming

a minority government with the support of an Australian Greens MP and

three independent MPs.

Page 15: Australian Election - Abbott v Gillard - Social Media Monitoring

SM2 in the press

Page 16: Australian Election - Abbott v Gillard - Social Media Monitoring

Any questions??

Page 17: Australian Election - Abbott v Gillard - Social Media Monitoring

THANK YOU!

Web: www.socialmedia.alterian.com | Blog: www.engagingtimes.com | Twitter: Alterian_plc Slideshare: Alterian | YouTube: engagingtimeslive | Facebook: The Real Alterian

Daniel Lodge

[email protected] / +61 424 638 292 / @daniellodge