Reporte: Twitter Town Hall y la Casa Blanca

Twitter Town Hall @ the White House #AskObama

Salesforce Radian6 Report

Twitter Town Hall @ the White House Salesforce Radian6 Report

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Table of Contents

Summary 2 Segment Overview 3-4 Event Timeline 5 Question Ranking 5 And the Winner is: Top Ranking Question 6 The Rest of the Top 5 Questions 7-8 Middle of the Pack Questions 9-12 Remaining Questions 13-18 Analysis of President Obama’s Opening Question 19 Segment Impact 20-22 Conclusion 23


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SUMMARY

The Town Hall event on July 6th between 2-3pm ET was almost equal to that of the 5 day long pre-buzz period from June 30th – July 5th.

The day of the event, July 6th , had nearly 3 times as many #AskObama Town Hall mentions as compared to the pre-analysis and Twitter Town Hall.

Most Retweeted Usernames: @barackobama, @whitehouse, @townhall, @mashable

Gender for the event favored males in a 60/40 split.

The top tweeting age bracket was 25-34yo.

To monitor the economic focus event, the terms monitored included #AskObama (graph 1) and mentions for “Twitter Town Hall”, @whitehouse, @townhall and @barackobama (graph 2).

female 49,382: 41.8%

male 68,534: 58.1%

25-34

35-44

45-54

21-24

55-64

65+

18-20

0 2,000 4,000 6,000 8,000 10,000

Jun 30 Jul 01 Jul 02 Jul 03 Jul 04 Jul 05 Jul 06 Jul 07 Jul 08

200,000

150,000

100,000

50,000 0

Jun 30 Jul 01 Jul 02 Jul 03 Jul 04 Jul 05 Jul 06 Jul 07 Jul 08

20,000

15,000

10,000

5,000 0


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Before the event itself, a baseline was needed to be able to identify shifts caused by the questions asked. To begin looking through all the numerous conversations out there, the issues identified by the current Administration were used to build topic profiles of relevant conversations. Over 22 issues were initially reviewed and separated into four well-defined segments analyzed over the last 8 weeks. These segments are: Wellness, Financial Security, Development and National Protection. With these keywords it was assured these conversations were centered on the United States, the White House, or mentions of the President. After reviewing this information it was found there were over 1.2 million posts.

On the day of the event, July 6th, 2011, the Financial Security segment grew to be the major piece of the pie with over 54.4%, an increase of 20.8%

Total View May 1st, 2011 – June 26, 2011

SEGMENT OVERVIEW

Total View July 6th, 2011

National Protection 6,950: 18.6%

Wellness 182,059: 13.8%

Financial Security 443,239: 33.6%


Development 192,483: 14.6%


Wellness 5,260: 14.1%



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Within each of the segments we can also take a look at the gender breakdown for each identified topic.

If we take that same framework analysis and apply it to the event specific mentions during the 2 pm ET – 3:15 pm ET timeframe, we can see that Financial Security takes up 61.3% of the conversations. This was followed up by Wellness at 19.5% driven mainly by the discussion around education.

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00%

100.00%

Male

Female

SEGMENT OVERVIEW

Wellness 5,075: 19.5%





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Taking an in-depth look at the volume growth on July 5th, we can see the large spike from the overall view actually consists of two large spikes coupled with steady growth. The first spike at 1 pm ET can be connected to tweets from @barackobama, @townhall, @whitehouse and @jack encouraging future event participation. The second spike at 6:00 pm ET was caused by an increase in the amount of questions being submitted especially around the Financial Security topic area. A contributing cause of this can be seen as the live webcast of President Obama speaking to the status of a balanced approach to the deficit.

EVENT TIMELINE

When a new event is announced, especially around a holiday, there’s no telling what type of volume or spikes the event could cause on Twitter. For Twitter’s #AskObama Town Hall, announced on June 30th, the volume and spike growth were steady.

The above Topic Trend graph depicts the first announcement that caused a fairly large spike. The following days trended quietly, which could have been connected to the July Fourth holiday. On July 5th, we see the event volume greatly increase.

Jun 30 Jul 01 Jul 02 Jul 03 Jul 04 Jul 05 (12:00 AM) (12:00 AM) (12:00 AM) (12:00 AM) (12:00 AM) (12:00 AM)

14,000

12,000

10,000

8,000

6,000

4,000

2,000

0

Jul 05 Jul 05 Jul 05 Jul 05 Jul 05 Jul 05 (12:00 AM) (4:00 AM) (8:00 AM) (12:00 PM) (4:00 PM) (8:00 PM)

2,500

2,000

1,500

1,000

500 0


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0 200 400 600 800

1000 1200 1400

2:00

2:

03

2:06

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09

2:12

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15

2:18

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21

2:24

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27

2:30

2:

33

2:36

2:

39

2:42

2:

45

2:48

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51

2:54

2:

57

3:00

3:

03

3:06

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09

3:12

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15

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3:24

Tw

eets

Per

Min

ute

Time

Though there were many drives to the conversation, the continued discussion focused on jobs and the current unemployment rate as reflected by the trending of questions that were asked.

EVENT TIMELINE

On the day of the event as questions continued to roll in and clear topic favorites began to appear, the volume growth remained steady.

On July 6th, we can see that volume trended at a much higher level overall compared to the days leading up to the Town Hall. The spike of the event itself held over 70,000 tweets. If we take an in-depth view of the tweets per minute we can see that the lowest volume per minute happened at the beginning and end of the event. The average number of tweets per minute was approximately 886 Tweets.

Jul 06 Jul 06 Jul 06 Jul 06 Jul 06 Jul 06 (12:00 AM) (4:00 AM) (8:00 AM) (12:00 PM) (4:00 PM) (8:00 PM)

70,000 60,000 50,000 40,000 30,000 20,000 10,000

0


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President Obama’s opening question would have been ranked among the top 5 questions when it comes to reaction and response. Connected to this question people commented quite often towards the end of the event how they enjoyed President Obama’s attention to speak directly to them. Initial review shows that people were answering more along the lines of what they did not want to see cut, versus items they would invest in.

The age breakdown mirrored the overall trend with 25-34yo being the highest rank bracket. Gender also maintained the same 60/40 male favored split.

PRESIDENT OBAMA’S QUESTION

Keep (As determined by analysis of responses)

e

Cut (As determined by analysis of responses)

e Education

Raise Taxes on Rich

Alternative Energy

Unemployment Programs

Infrastructure

Defense/Military Spending

Oil Subsidies

Entitlement Programs

Corporate Tax Loopholes

Foreign Policy Spending

Bailouts

male 1,944: 58.4%

25-34

35-44

45-54

55-64

21-24

18-20

65+

female 1,382: 41.5%

0 50 100 150 200 250 300

PRESIDENT OBAMA'S QUESTION


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While comparing the questions asked we found which questions resonated and were the most actively shared.

The Rest of the Top 5:

Middle of the Pack: Remaining Questions: And the winner is:

QUESTION BREAKDOWN


10

John Boehner’s question sparked by far the most conversation during the event building into the overarching discussions of the economy and ongoing unemployment. There were those who responded by re-directing the question back to @johnboehner and some who felt the @townhall forum was an inappropriate place for a political figure to voice his opinion.

This question fueled the already trending discussion around jobs and unemployment rates, leading to the Financial Security segment growing overall. Interestingly, when jobs were discussed there was not a strong indication of a particular industry that people felt required more attention than another, but rather people were making all-encompassing statements for an increase in jobs overall.

QUESTION BREAKDOWN

The Overall 60/40 gender split maintained in this question with the 25-34yo age bracket maintaining its top ranking.

#9 QUESTION

And the winner is

**Question numbering refers to the order they were asked during the event. **Demographics percentages are based on posts where gender and/or age could be obtained.

female 3,089: 42.8%

male 4,121: 57.1%

25-34

35-44

45-54

21-24

55-64

65+

18-20

0 100 200 300 400 500 600


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Finishing out the Top 5

The topic of education trended very highly throughout the event. Connected to question 3, which focused on higher education, the main concerns of affordability. There were also mentions that tied in to the unemployment topic, with concern over what job opportunities would be present for those who did receive a post-secondary degree.

Continuing the trend of education, within the pre-secondary field the conversation connected to question 15 talked about the current state of public education. The response & conversation around this topic had people discussing the quality of education currently available in the public system as well as funding cuts and teacher layoffs.

#3 QUESTION

Within the gender demographic, there is a shift towards female gaining the majority voice with 53.8%.

In the age bracket demographics, a shift can be seen towards the younger age ranges seeing growth overall.

QUESTION BREAKDOWN

Just as with the Higher Education question, the female gender grew to gain the majority share of the conversation around this question.

While in the Higher Education topic the young age brackets moved towards the top, within the public education field older age brackets once again dominated.

#15 QUESTION

male 745: 46.1%

25-34 35-44 21-24 45-54 55-64 18-20

65+

0 20 40 60 80 100 120 140 160

female 870: 53.8%

male 475: 44.8%

25-34 35-44 45-54 21-24 55-64 18-20

65+

0 20 40 60 80 120

female 585: 55.1%



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With a 62% split in favor of male driven conversations, this topic was amongst the top of the most male dominated topics.

The age bracket showed that this question and the overall topic resonated stronger with the younger age brackets, especially the 25-34yo.

#4 QUESTION

The Rest of the Top 5

The conversations around oil dependence touched on areas of how this dependence is having an overall financial impact, especially connected to the high gas prices and subsidies given to oil companies. This conversation also tied in closely with the alternative energy conversation and included some answers to President Obama’s question.

#16 QUESTION

Gender-wise ,the male voice was stronger in the discussion around oil dependence.

Within the age brackets, both the 45-55yo and 55-64yo brackets saw an increase by each moving up one place in the rankings.

Many conversations revolved around people altering the President’s words and message of taking a strong stance on raising the debt ceiling. Also there were comments of support towards the need for a deal to be in place with congress.

QUESTION BREAKDOWN

male 446: 61.8%

25-34 35-44 45-54 21-24 55-64

65+ 18-20

0 10 20 30 40 50 60

female 275: 38.1%

female 384: 37.3%

25-34 45-54 35-44 55-64 21-24 18-20

65+

0 10 20 30 40 50 60 70 80

male 643: 62.6%



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Middle of the Pack

#16 QUESTION

The gender split was in favor of male conversations at 56%.

The age bracket stayed in line with the overall theme and had the top 3 age brackets matching the larger picture.

QUESTION BREAKDOWN

Talking about what subsidies and tax breaks might be available to small business owners is what drove the conversations around this question. The general consensus was that the public is in favor of such incentives being available for small business owners in order to help stimulate job growth.

Talking about alternative energy crossed paths with the discussion of oil dependence. People wondered when the White House might be supporting clean energy such as solar panels and also why more clean energy jobs couldn’t be created outside of states like Texas.

#10 QUESTION

Different than the majority of the conversations, the 35-44yo age bracket came in first.

Gender came closer to the middle with male voice holding 54% of the conversation.

male 575: 56.4%

25-34

35-44

45-54

55-64

21-24

65+ 18-20

0 10 20 30 40 50 60 70 80

female 444: 43.5%

male 292: 54.0%

35-44

45-54

25-34

55-64

21-24

65+

18-20

0 5 10 15 20 25 30 35 40

female 248: 45.9%



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Middle of the Pack

#7 QUESTION

With one of the closest gender splits the male voice only had 2% more than the female.

The main age bracket came in as 35-44yo similar to what was seen in the Question 10 around small business.

QUESTION BREAKDOWN

Much of the response to this question centered around people expressing that they feel that one area to fix the tax system would be to raise taxes on the upper class or “rich” segment of the population.

Most of the discussion in this area focused around retweets of President Obama’s words expressing how important collective bargaining is to certain benefits enjoyed by many.

#13 QUESTION

Age bracket wise, it’s interesting to note that the 18-20yo age bracket did not show a representation within this topic area.

Gender wise, the female voice dropped to 35%.

male 259: 51.0%

35-44

25-34

45-54

55-64

21-24

18-20 65+

female 248: 48.9%

0 10 20 30 40 50

male 259: 64.7%

25-34

45-54

35-44

55-64

65+

21-24

female 141: 35.2%

0 5 10 15 20 25 30 35



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Tying in closely to President Obama’s remarks to Question 1 regarding his mistakes during the recession and how the housing market is still recovering, people strongly felt that not enough is being done to help homeowners who are having difficult times with banks and financial institutions.

Stemming off the conversation created by question8, a follow up question was asked about the free-market option. The conservation trended very similarly to that of question 8.

Middle of the Pack

#8 QUESTION

The gender split came close to 50/50 with male voice supporting 53% of the conversation. Age bracket wise, the ranking of the brackets remained the same as the overall breakdown.

QUESTION BREAKDOWN

#14 QUESTION

The gender & age bracket ranking breakdown for this question mirrored that of question 8.

male 284: 53.5%

25-34

35-44

45-54

21-24

55-64

18-20

65+

female 246: 46.4%

0 10 20 30 40 50

male 298: 54.3%

25-34

35-44

45-54

21-24

55-64

18-20 65+

female 250: 45.6%

0 10 20 30 40 50



16

Connected to this topic there were many questions related to when there might be full immigration reform as well as the further incorporation of the Dream Act.

Specific to the tech & manufacturing industry, question 2, which also discussed jobs, didn’t pick up with the overall job trend as people were more concerned about jobs in general and not a specific industry. Specific to this question there were concern of the outsourcing of technology-based jobs.

Remaining Questions

#2 QUESTION

While the gender split remained similar to the overall, there was a shift in the age brackets as the 18-20yo bracket moved up a position.

QUESTION BREAKDOWN

#5 QUESTION

One of the few topics with an almost straight 50/50 split between the genders, there was also an inclination towards the younger age bracket ranking higher as well.

male 337: 59.4%

25-34

35-44

45-54

21-24

55-64

18-20

65+

female 230: 40.5%

0 10 20 30 40 50 60

male 161: 50.3%

25-34

45-54

35-44

21-24

18-20

55-64

65+

female 159: 49.6%

0 5 10 15 20 25 30



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Relating to question 13 as to how the tax system should be fixed, most people, when discussing this subject, expressed concern for tax levels to remain the same and not be raised for the middle class.

As the first question of the event, this question around the mistakes made in handling the recession created many tangents around the economy, employment and housing. As a standalone question, it was mainly pushed by retweets and variations of the original tweet.

Remaining Questions

#1 QUESTION

A strongly male driven topic with over 65% male behind the conversation. The 25-34yo age bracket was strongest in the first question.

QUESTION BREAKDOWN

#17 QUESTION

As with some of the other economic inclined questions like number 7 and 10, the top age bracket for this question was 35-44 yo with the gender coming in fairly split down the middle.

male 311: 65.4% 25-34

35-44

45-54

55-64

21-24

18-20 65+

female 164: 34.5%

0 5 10 15 20 25 30 35 40

male 193: 52.4%

35-44

45-54

25-34

55-64

21-24

65+ 18-20

female 175: 47.5%

0 5 10 15 20 25 30



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Remaining Questions

#12 QUESTION

Those who did talk about this question were 53% male and were part of an older age bracket, 35- 44yo and 45-54yo.

QUESTION BREAKDOWN

While the overall topic of the debt ceiling trended amongst the top, the angle presented with this question did not resonate as strongly with people. Similar to the reaction to the question from Speaker Boehner, some felt the question from a journalist was out of place.

#11 QUESTION

A topic that resonated equally amongst the male and female audience, the age bracket remained similar to the overall breakdown.

A question that tied in closely to the overall topic of jobs, many people stated that they would welcome and appreciate the presence of a tax credit that would enable more veterans to gain employment.

#12 QUESTION

While the top age bracket of 25-34yo fit the norm, the 70% male driven conversations marked this as the strongest male driven topic.

NASA and the space program were closely tied to some of the items that people would invest in or cut response to Obama’s question. Those who wished to cut it felt it was taking too much funding and those who wanted to keep it felt it could be a good source of high tech jobs.

male 130: 70.2% 25-34

35-44

45-54

21-24

55-64

18-20

65+ female 55: 29.7%

0 5 10 15 20

male 91: 50.2%

35-44

45-54

25-34

55-64

21-24

65+

18-20

female 90: 49.7%

0 2 4 6 8 10 12 14

male 64: 53.3%

35-44

45-54

25-34

21-24

55-64

18-20

female 56: 46.6%

0 2 4 6 8 10 12



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Financial Security

From the pre-analysis of May 1st – June 26th this segment was found to encompass 33.6% of the total conversation. The segment also had a 60% male dominated conversation with the top ranking age bracket being 35-44yo, the only segment with this age bracket as the top ranked.

Applying this framework to the event mentions during the 2 pm – 3:15 pm ET, July 6th time frame we see that the top age bracket shifted to the 25-34yo age bracket and the male share of conversation had a 2% drop, coming in at 58.3%.

The pre-analysis of the Wellness segment showed that within its 13.8% of the conversation, it was the closest to a 50/50 split gender wise coming in at 55%male. The top age bracket for Wellness was 25-34yo.

During the hour of the event, the top age bracket for this topic saw no shift, the dominant gender behind the conversation swung in favor of the female voice with almost 52%.

The growth in this segment was mainly driven by Question 9 (pg. 9) relating to the absence of jobs and employment but also tied in to the conversations regarding housing.

The questions centering on public and higher education drove the growth of the Wellness segment. There were also many unanswered questions which discussed healthcare.

SEGMENT IMPACT

This segment explores the driving initiatives around a person feeling as if he or she has a full opportunity to provide for oneself and one's family.

• Economy • Taxes • Poverty • Fiscal Responsibility

This segment examines the combination of both physical, mental and emotional wellness and identifying issues that have initiatives to improve the overall standard of living of the population.

• Healthcare • Family • Education • Disabilities • Ethics • Civil Rights • Seniors & Social Security

Wellness


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As the highest segment in volume at 37.8% conversation was pushed greatly by the news stories around Osama Bin Laden’s death. Gender breakdown came in with 61% male and the top age bracket was 25-34yo prior to the event.

National Protection topics remained to be shared by the 25-34yo age bracket and was the most strongly male dominated segment with 64%.

As the third segment with the top ranked age bracket being 25-34yo, Development brought in 14.6% of volume during the pre-analysis phase, which was 59% from males.

With a 6% gender shift in favor of the female voice, the Development segment maintained the same top age bracket which mirrored the other four and overall age

The main questions that were found within this segment were asking about the creation of a visa startup program for Immigrant Entrepreneurs and the concerns over finding alternative energy sources.

The questions that were connected to this segment were the Veteran employment questions and discussion over improving support to the troops by reducing oil dependence.

National Protection

SEGMENT IMPACT

This segment focuses on the issues of feeling secure as a nation both at home and abroad.

• Homeland Security • Veterans • Foreign Policy • Defense • Service

This segment focuses on the issues that have initiatives designed to prompt the progression of the American people.

• Women • Urban Policy • Immigration • Technology • Rural • Energy & Environment

Development


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The pre-analysis report covered 1.2 million tweets over an 8 week period. The buzz about the event, both using the hashtag and non-hashtagged mentions, before, during and after the Town Hall resulted in almost a half million Tweets. This comparison helps to support the conclusion that not only can twitter be used as a place to understand the tone and concerns of a nation, but that there is a desire to express opinions to the leadership of the nation in that arena.

While the Financial Security segment dominated, the growth in the Wellness segment shows that the concerns over the Economy grow beyond just the high level areas and extends to how the economy is affecting all facets of a successful and satisfying lifestyle.

CONCLUSION

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