How to Monitor Anything Social: 2016 Federal Budget Analysis

Post on 20-Jan-2017

297 views 1 download

Transcript of How to Monitor Anything Social: 2016 Federal Budget Analysis

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

49

• James.Rubec@cision.com• @Cision_Canada• @JamesRRubec

www.cision.com

Contact us anytime!

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