Social Media Analyticsand Vermont Political Campaigns

WAW

October 12,2010

Admin

#waw #btv #vtgov @epikdave @gansettbeer @156bistro @hearforward Me

Sean Hurley sean@hearforward.com Facebook.com/seanphurley @seanphurley

what we’re going to talk about: #vtgov, @briandubie, @petershumlin, #fb, #twitter, @klout,

04/11/2023 2

hearforward

1. Get Data

2. Index Data

3. Mine Data

4. Present Data

Oracle vs. the API Integration Interactive Marketing Applications Best Practices

04/11/2023 3

Email Subscribers by Facebook Membership , Fan Status and Marketability

04/11/2023 4

485k Total Email Addresses

46% are on Facebook

2% are Fans of XXXXXXXX

If a subscriber is also a Fan, they are significantly more likely to be marketable

Sentiment = Sales

There a very strong correlation (0.80) between the hearforward Sentiment Index and ------’S daily consumer revenue

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Revenue hearforward Sentiment Index

Daily Revenue hearforward Sentiment Index Score

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Volume and Tonality of Twitter Mentions of ---- from 5/4-5/20 On average, there are 7x as many daily ---- mentions on twitter as there

are emails acquired5/

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Email Acquisition Volume of Twitter Mentions hearforward Sentiment Index

Volume of Emails Acquired / Volume of Twitter Mentions

hearforward Sentiment Index Score

Email Acquisition vs. Twitter Volume and Sentiment

04/11/2023 6

Social Media!

04/11/2023 7

Brian Dubie Peter Shumlin

Uniques: 2-4k /mo?* Uniques: 1-2k /mo?*

Likes: 10,668 Likes: 2,575

Followers: 888Following: 1071Klout: 20

Followers: 912 Following: 839 Klout: 34

Total Views: 9,200 Uploads: 17Subscribers: 10

Total Views: 13,216 Uploads: 48 Videos Subscribers: 14

By the numbers

*from compete.com04/11/2023 8

Followers of Candidates

Second Level Network

6452,783,489

243 313,608

6692,931,515Just Following

@petershumlin

Following Both

Just Following @briandubie

Gubernatorial Followers

1,557 twitter users follow

at least one of the

candidates (collectively,

Gubernatorial Followers)

15% follow both candidates

6M twitter users in the

second level-network of all

Gubernatorial Followers

Overlapping 15% are poorly

followed

04/11/2023 9

4,230 followers/user

1,340 followers/user

4,260 followers/user

Conversation Participants,by Candidate Follow Status

1,589 twitter users with 3,873 in-topic updates, of which 180 are RTs (4.6%) Most participants are not following either candidate

70% of @briandubie’s participating followers are also following @petershumlin Just 37% for @petershumlin

04/11/2023 10

Following Neither

Just Following @petershumlin

Following Both

Just Following @briandubie

0 200 400 600 800 1,000 1,200 1,400

1,306

154

91

38

Just Following @petershumlin;

154; 54%Following Both; 91; 32%

Just Following @briandubie; 38; 13%

As a % of Participants that are also Gubernatorial Followers, “Participating Followers”

Who are they following?

Number of Users

RTs Per Users

Mentions Per User

Avg. Recency (in days)

@briandubie 38 0.20 2.7 25

@briandubie &@petershumlin

91 0.31 11.7 16

@petershumlin 154 0.14 2.7 16

Neither 1,306 0.09 1.8 28

Total 1589 0.11 2.4 26

Conversation Participant Metrics,by Candidate Follow Status

04/11/2023 11

Most Prolific Participants

04/11/2023 12

User Mentions Most Recent In-Topic Tweet

bfp_news 113 Vt.Buzz: Shumlin ad, Dubie response http://dlvr.it/6z8sP

asoga 108 Terri Hallenbeck on vt.Buzz: Dubie pits Shumlin against Vt. delegation http://bit.ly/aBzHM3 #vt #vtgov

ShayTotten 95 Getting ready to question Dubie & Shumin at the @BTVYPG forum. Follow #YPGGov for updates. #BTV #VT #VTGOV #fb

vtdigger 91 Shumlin calls on Dubie to identify budget cuts: Peter Shumlin’s campaign today called on Brian Dubie to identify t... http://bit.ly/cK

Lea44 60 RT @vtdigger: Tencher claims RGA $$ spent on Dubie may B from China: Media rports ystrday ... http://bit.ly/bkekz3 #vt2010 #vtgov #vt #btv

bfp_politics 45 Vt.Buzz: Shumlin ad, Dubie response http://dlvr.it/6z8qj

burlingtonbuzz 44 Policy on releasing police video challenged in court: Burlington lawyer says separate cases involving Peter Shumlin... http://dlvr.it/6z1Pp

TimesArgus 43 Shumlin: Vermont nuke plant should step up cleanup: BURLINGTON — Democratic gubernatorial candidate Peter Shumlin ... http://bit.ly/cu

TrafficDepot 43 Traffic Depot Update Dubie: Shumlin admits to running negative ads; backtracks on budget http://bit.ly/ajE1MC #DYK #cost #speeding

VermontAttorney 41 @vtwatch so all followers are necessarily voters? Does that mean Shumlin is voting for Dubie?

Most Followed Participants

04/11/2023 13

User Followers Most Recent In-Topic Tweet

nprpolitics 1.8M Shumlin Declared The Winner In Vermont Democratic Gov Primary http://n.pr/a20948

mandyjiroux 240k @JessieFoutz I love you dubie! bummed i didn't get to say bye. :(

Politico 108k MT @jesspolitico With nearly half of #VTGov votes in,150 votes separate the top 3 candidates (Shumlin, Markowitz and Racine)

ChuckTodd 67k Get this: 58 votes separate 1st and 3rd in the #vtgov Dem primary with 66% reporting. Shumlin, Markowitz, Racine in that order

RasmussenPoll 64k Vermont Governor: Shumlin (D) 49%, Dubie (R) 46%... http://tinyurl.com/RR2049

cqpolitics 48k Political Wire: Shumlin Wins Democratic Nomination in Vermont http://bit.ly/aDUhLp

CubeClips 47k State HR chief says Dubie's visit with troopers not a violation http://bit.ly/buK23s

TheFix 44k Afternoon Fix: Obama doubles down on economic agenda; Shumlin wins Dem nod for Vermont governor http://bit.ly/aQ7Vck

altenergywebpar 34k AEN: Shumlin, Dubie share similar platform on wind http://bit.ly/9JYTBK Full http://bit.ly/9ndMbq

HIGH_TIMES_Mag 32k RT @DannyDanko: Vermont! Vote for Democrat Peter Shumlin for Gov. who worked for NORML's stamp of approval and $6,000 http://tinyurl.com/3ad