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Using Social Media Analytics to gauge Australia’s reaction to the upcoming Federal Election – Part 5

This is the fifth and final blog in a series looking at Australia’s reaction to the Federal Election, using SAP Social Media Analytics by NetBase software to generate data.

Thank you very much for coming on this Election journey with me. While this tool suits the needs of businesses monitoring their brand, campaigns and/or product launches better than a Federal Election campaign across Australia where there are many states, territories, policies and personalities involved in the final decision, I hope that by using this real-life example you can see how useful this tool is for a business that is serious about putting their customers at the heart of their business decisions.

To follow is some post-election analysis looking particularly at the Net Sentiment from where we left off on Thursday, 5 September.

Let’s start by looking at the change in the number of Posts, Mentions, Impressions, Net sentiment and Passion Intensity on the day before the Election, 6 September. The software dashboard tells us the volume of data that has been collected, the overall feeling/sentiment towards each candidate for Prime Minister and how passionate people were when they mentioned either Tony Abbott or Kevin Rudd in Social Media.

By the time we reached Election Eve, Tony Abbott has recovered from a Net Sentiment of -10% to 1% and Kevin Rudd had dropped back down from 7% to 0%. Tony Abbott’s Passion Intensity had risen from 22 to 30 while Kevin Rudd’s had dropped from 30 to 12, paving the way for an Election win by Tony Abbott.

Posts

Mentions

Impressions

Net sentiment

Passion Intensity

Tony Abbott

10,600

11,462

32,846,588

1%

39

Kevin Rudd

5,665

6,473

20,355,805

0%

12

Then on Election Day, 7 September, the day Australia was voting:

Posts

Mentions

Impressions

Net sentiment

Passion Intensity

Tony Abbott

44,637

46,952

103,840,188

10%

61

Kevin Rudd

21,198

22,182

64,471,297

9%

42

The day after, 8 September, when the results were confirmed:

Posts

Mentions

Impressions

Net sentiment

Passion Intensity

Tony Abbott

23,089

24,742

61,003,801

22%

54

Kevin Rudd

3,579

4,085

6,723,435

8%

27

And then today, 9 September, the first day back at work:

Posts

Mentions

Impressions

Net sentiment

Passion Intensity

Tony Abbott

126,274

134,070

279,345,241

5%

43

Kevin Rudd

61,175

67,295

154,168,628

6%

32

By the time the results were confirmed on Sunday, 8 September, there were 6.5 times more posts about Tony Abbott than Kevin Rudd and 9 times as many Impressions. Up until this point in the campaign the number of Posts and Mentions about both candidates had been quite even. At this point Tony Abbott also reached a very impressive Net Sentiment of 22%.

Even today, post-Election, there are twice as many Posts, Mentions and Impressions about Tony Abbott. And although Net Sentiment has evened out, Tony Abbott still has a higher level of Passion Intensity.

This is what the Net Sentiment for each candidate looked like from 6.9.13-9.9.13:

Net Sentiment Trend_Tony Abbott.png

Net Sentiment Trend_Kevin Rudd.png

This has given you a glimpse into the data that is available through the dashboard created by SAP Social Media Analytics by NetBase software. It really is only a glimpse, as there are many other features and contextual information that we are not able to post on a public forum like this.

For example, this tool also allows you to know exactly who is saying what and where, and allows you to engage directly with influencers in Social Media, if you choose to. That’s pretty powerful stuff.

Here is a a great video which I highly recommend. This gives you an overview of the whole dashboard that I have been using to generate the data used in this series of blogs.

https://youtube.com/watch?v=JH65WV3folk

Now it’s time for you to see what Social Media is saying about your brand and business and to see why I think that this is such an amazing product. If you’re in Australia or New Zealand and would like to speak to someone and/or arrange a live demo using your own business or brand details email us or ring Australia 1800 287 727 / NZ 0800 300 727. Feel free to reach out to me directly also through my profile on this community or LinkedIn.

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.

Thank you very much for taking the time to read my series of blogs. I’ve really enjoyed receiving the feedback and watching the number of views increase each day.

Here are links to last three blogs, in case you missed them:
Part 1: http://bit.ly/1cW671n
Part 2: http://bit.ly/18SQXUR
Part 3: http://bit.ly/1cuKRfe
Part 4:
http://bit.ly/17GOz2v

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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