how to monitor anything social: 2016 federal budget analysis
TRANSCRIPT
How to Monitor Anything:
2016 Federal Budget Analysis
2
Today’s Participation
• During today’s webinar, attendees will be in listen-only mode
• If you are experiencing audio issues, please use the chat box to contact the webinar host.
• Submit text questions: Q&A addressed at the end of today’s session
#CisionWebinar
3
Your presenter …
#CisionWebinar
@JamesRRubec
@Cision_Canada
4
2016 Federal Budget
5
6
• 21,000 social media mentions• 12,000 uses of #Budget2016• 8,000 mainstream media mentions• 11,000 unique authors• Potential social media reach
of 65,126,866 people
Federal Budget
#CisionWebinar
7
#Budget2016
"budget2016" OR "Trudeau's Budget" OR "Liberal Budget" OR “Federal Budget” OR @JustinTrudeau OR @Bill_Morneau OR @lraitt OR @nathancullen OR @RonaAmbrose OR @ThomasMulcair OR @NDP_HP OR @CPC_HP OR @Liberal_Party OR @parti_liberal OR @NPD_QG OR @CPC_HQ OR @chrishallcbc OR @Kady OR @jenditchburn OR @stephen_tapp OR @MikePMoffatt OR "Justin Trudeau" OR "Thomas Mulcair" OR "Rona Ambrose" OR "Bill Monreau" OR "Finance Minister" OR NDP OR CPC OR LPC
#CisionWebinar
8
9
10Listening!
11
12
Nightmare
#CisionWebinar
13
Nightmare
• 390 unique social messages
• 10 mentions from CBC
• 8 From Huffington Post
• 98 other online news sites carried a story using the phraseology
#CisionWebinar
14
“Historic”
#CisionWebinar
15
“Tiny” OR “Historic”
#CisionWebinar
16
“Tiny”
• 110 unique social messages
• 3 main stream news articles
• 14 other online news sites carried a story using the phraseology
#CisionWebinar
17
Unifor
#CisionWebinar
18
He’s a charmer!
#CisionWebinar
19
20
Topics Share of Voice
27%
25%23%
10%
6%5%
4%Oil
Economy
Jobs
Transit
Aboriginal Investment
Climate Change
Affordable Housing
#CisionWebinar
21
“Canadian Federal Budget” OR “Budget 2016” OR “Federal Budget” OR “Canadian Government” OR “Ministry of Finance” OR Budget2016 OR Liberals OR “liberal party” OR lpc OR “Minister of Finance Bill Monreau” OR Monreau OR @Bill_Morneau OR “Prime Minister Justin Trudeau” OR Justin OR Trudeau OR @JustinTrudeau OR “New Democrats” OR npd OR “New Democratic Party” OR “New Democrats Party Leader Thomas Mulcair” OR “NDP Party Leader Thomas Mulcair” OR “Thomoas Mulcair” OR mulcair OR @ThomasMulcair OR “NDP Finance Critic Nathan Cullen” OR Cullen OR “Nathan Cullen” OR @nathancullen OR “conservative party” OR conservatives OR cpc OR “Interim Leader of the Official Opposition Rona Ambrose” OR “Rona Ambrose” OR ambrose OR @RonaAmbrose OR “Conservative Party Finance Critic Lisa Raitt” OR raitt OR “Lisa Raitt” OR @lraitt OR infrastructure OR stimulus OR “Debt-to-GDP ratio” OR deficit OR debt OR Bombardier OR “Missing and murdered aboriginal women” OR MMWI OR Oil OR bitumen OR pipeline OR “energy east” OR “northern gateway” OR “Trans Mountain” OR oilsands OR “Green energy” OR “cap and trade” OR “climate change” or climatechange OR “global warming” OR “ice melting” OR “canadian dollar” OR looney OR “fighter jets” OR “f-35” OR jets OR “unemployment insurance” OR EI OR “Canadian association of petroleum producers” OR CAPP OR @OilGasCanada OR “Canadian Taxpayers Federation” OR CTF OR @taxpayerDOTcom
How do you find this data?
NOT JUST HASHTAGS
#CisionWebinar
22
News Cycle
#CisionWebinar
23
News Cycle
24
#Budget2016 Share of Voice
70%
26%
4%Liberal Party
Conservative Party
New Democratic Party
#CisionWebinar
25
Segmentation
Geographic Demographic Psychographic
#CisionWebinar
26
The Fourth Dimension!
- Longer provides more data … great for social polling, persona building
- Shorter more targeted insights … event performance, messaging tests, brand comparison, crisis management
#CisionWebinar
27
Time
28
#Budget2016 Leaders Share of Voice
59%24%
10%
5%
1% 1%
Justin Trudeau
Bill Monreau
Rona Ambrose
Thomas Mulcair
Lisa Raitt
Nathan Cullen
#CisionWebinar
29
#Budget2015
#CisionWebinar
30
Election 2015
#CisionWebinar
31
South Carolina Primary
32
Regional Mentions
16%
16%
4%
4%0%
45%
11%4%
Alberta
British Columbia
Manitoba
Maritimes
Northwest
Ontario
Quebec
Saskatchewan
#CisionWebinar
33
How to find everything
Internet & Social Media
Text & Volume
Author & Meaning
Search
Categorization
Analysis
#CisionWebinar
34
35
Types of commenters
• Supporters• General commenters• Detractors
36
• Follower count• Engagement on those messages• How often they share messages• Sentiment
What you want to look for …
37
38
Leading CPC Tweeters
39
• Swearing• Racist terms• Common meme phraseology• Ideologue terms• Anything beyond your target
Filtering People – Excluding Terms
40
Leading CPC Tweeters
41
Leading Liberal Commenters
42
Leading Liberal Commenters
43
What drives social buzz?
• Authenticity• Context• Timeliness• Simplicity• Author
44
Timeliness
Jerry Dias
Jordan Brennan
45
Budget 2016 Trend
46
News Cycle
47
• Search beyond hashtags• Pre-plan your categorization• Test your search• Refine it as needed• Filter for valued voices
How to Monitor Anything:
48
• Find new customers• Identify unknown influencers• Manage risk• Increase social reach• Identify industry trends
Listening Adds Value
Questions & Answers
50
Please enter your questions for the speaker in the chat box of your webinar console or tweet them to #CisionWebinar.
Thank you for attending!
About CisionCision is a leading global media intelligence company, serving the complete workflow of today’s communications, social media and content marketing professionals. By offering the industry’s most comprehensive PR and social software, rich analytics and a Global Insights team, Cision enables clients to improve their marketing and strengthen data-driven decision making. Cision also represents:
51
100,000+ CUSTOMERS
@CisionOFFICES IN:Chicago (HQ), Canada, U.K., France, Germany, Portugal, Sweden, Finland and China