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Thank you for coming back to read more about the ‘SAP Cloud for Social Media Analytics by NetBase’ software, using  Australia’s sentiment towards the Federal Election on 7 September as an example of how the real-time dashboard that this software creates can be used as an important tool for businesses.

This is the second blog in a planned series as we move towards the election on 7 September, and then when the results are announced. Here is the link to last week’s blog, in case you missed it: http://bit.ly/1cW671n. 1/9, I have now also posted Part 3: http://bit.ly/1cuKRfe. 5/9, Part 4: http://bit.ly/17GOz2v. 9/9, Part 5: http://bit.ly/18OWbz5.

Please note that screen grabs of data extracted from the dashboard are used in these blogs. The real-time dashboard is far more comprehensive.

The past week has gone by quickly and there have been some interesting changes in the sentiment of the Australian community to the upcoming Federal Election that illustrate just how essential it is for businesses to keep a close eye on their target markets when launching a campaign or building a brand to create a sustainable competitive advantage.

Looking at the ‘SAP Cloud for Social Media Analytics by NetBase’ dashboard closely during the second leaders’ debate held in Brisbane on 21 August, we can see that Tony Abbott gained considerable positive sentiment while Kevin Rudd’s stayed much the same:

Kevin Rudd:

KevinRudd-debate.png

Tony Abbott:

TonyAbbott-debate.png

With the week looking like this:

Net Sentiment Trend_Kevin Rudd.png

Net Sentiment Trend_Tony Abbott.png

The software dashboard tells us the volume of data that has been collected in the past week, the overall feeling/sentiment towards the candidate and how passionate people are when they mention either Kevin Rudd or Tony Abbott in Social Media (18.8.13-25.8.13):

Posts

Mentions

Impressions

Net sentiment

Passion Intensity

Tony Abbott

35,801

38,734

83,517,326

-6%

14

Kevin Rudd

36,806

42,094

100,062,168

-16%

0

Compared to the results published in last week’s blog (13.8.13-20.8.13):

Posts

Mentions

Impressions

Net sentiment

Passion Intensity

Tony Abbott

44,278

49,228

87,988,650

-20%

39

Kevin Rudd

24,138

28,890

66,705,516

-15%

15

This comparative data indicates a very positive result for Tony Abbott, with ‘Net Sentiment’ increasing from -20 to -6. Plus, more people are talking about Kevin Rudd but in a less passionate way, dropping from 15 to 0 in ‘Passion Intensity’ over the week.

Another great tool on the dashboard is the ability to see where people are talking about a particular topic in Social Media, which helps to identify where media efforts should be focused. Note: this is also be split by gender and specific domain names on the real-time dashboard:

Wherearetheytalking-KevinRudd.PNGWherearetheytalking-TonyAbbottPNG.PNG

Please stay tuned and share this blog with anyone you think might be interested in Social Media Analytics, Marketing or the Election. And please add a comment here if you have any questions, or share it with your community (eg, LinkedIn or Facebook) and leave a comment there.

If you’d like to know more about SAP Cloud for Social Media Analytics by NetBase software, have a look at this link: www.sap.com/socialanalytics, if you’d like to know more about the SAP Cloud portfolio, have a look at: www.sapcloudapps.com, or if you’re in Australia or New Zealand and you’d like to speak to someone, email us or ring Australia 1800 287 727 / NZ 0800 300 727.

The information displayed in this blog is presented in summary fashion and is intended for informational use only. The information is derived via linguistic analysis of media and internet content not under the control of SAP Australia; it is presented “as is” and may not be accurate, complete, current or useful. The information does not reflect the views of SAP Australia or any SAP employee or contractor. Neither SAP Australia nor any of its related bodies corporate is liable for any claims, costs, damages or liability arising from the use of or reliance on the information.

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