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A pre and post event analysis of the UK elections to examine how the social web had impacted public opinion. See how the media coverage both traditional and social tells us about crucial topics in the public mind and how the candidates of Labour, Conservatives and Liberal Democrats were portrayed across media channels.
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Lars VoedischRegional Head – Media Intelligence, APDow Jones & [email protected]@larsv
www.dowjones.com
The UK Elections: Today's Intelligence or Yesterday's News?
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Media PerceptionsUK General Elections 2010
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Since WW II, the UK did not have a coalition government
It is the first time TV debates for the candidates were introduced
Gordon Brown did not go through public elections before
UK strongly affected by global financial crisis
UK Elections - Background
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Public Timeline: Traditional vs. Social Media
Analyze
06 Apr – Brown calls elections
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Public Timeline: Traditional vs. Social Media
Analyze
16 Apr – Clegg ‘wins’ first TV debate (Domestic policy)
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Public Timeline: Traditional vs. Social Media
Analyze
22 Apr – Second TV debate helps Cameron and Clegg (International affairs)
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Public Timeline: Traditional vs. Social Media
Analyze
28 Apr - Brown calls 65-year-old widow ‘bigoted woman’, apologizes
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Public Timeline: Traditional vs. Social Media
Analyze
29 Apr – Cameron does well during third TV debate (Economy & Taxes)
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Public Timeline: Traditional vs. Social Media
Analyze
6 May – Polling Day
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Public Timeline: Traditional vs. Social Media
Analyze
11/12 May – Government forms, Cameron becomes PM
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Public Timeline: Traditional vs. Social Media
Analyze
11/12 May – Government forms, Cameron becomes PM
Social vs Traditional Media:• Higher amplitudes• Looking for ‘news’• Generally in-sync
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Early stages: Brown dominates until first TV debate
•06 Apr – Brown calls elections
•16 Apr – Clegg ‘wins’ first TV debate
Brown dominates the media
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Phenomenon Clegg: Liberal leader’s star starts rising even before the first TV debate
-Nick Clegg’s rise started before the 1st
debate – not only down to TV appearance.
-Comparing days immediately before and after the debate, Cameron lost ground, Clegg gained ground Brown remained stable (based on volume).
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Candidate Presence – Cameron 2010
Clegg received more media attention than eventual Prime minister Cameron until shortly before the confirmation of a conservative led government.
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Domestic Issues – Immigration / Crime
• Immigration – Brown – (31.03.) – “Controlling Immigration for a Fairer Britain” keynote speech
• Immigration – Clegg – (16.04.) – “good/bad immigration”, “other parties talk tough on immigration, but deliver chaos”
• Crime – Brown (10.04.) – Campaigning for DNA database
• Crime – Clegg – (16.04.) – Prison reform & deterrents for young offenders (However, ascent started pre-debate with manifesto)
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Domestic Issues Dominating ElectionsNo real topic ‘Ownership’
•Clegg’s immigration policy plans caused much controversy
•Brown did not manage to dominate economic topics after all
•Conservative topics like Crime and Education were not picked up enough
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Clegg gets attention through controversies
• Incumbent PM Brown was largely shown in a neutral context
•Liberal Clegg caused the most emotional reactions – but stayed top-of-mind
•Challenger Cameron could actually not win a significant favourable public perception
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Hot Topics in the past Month: Who will win, Greece and… Gillian Duffy
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Current Hot Topics: Stability of Government and Voting System
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Twitter coverage follows the traditional media timeline, but is much faster – with the news and gone again
Social Media: Short lived in Attention
Source: Trendistic
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Twitter coverage follows the traditional media timeline, but is much faster – with the news and gone again
Social Media: Short lived in Attention
Source: Trendistic
#leadersdebate: 5.5% of total twitter activity during first TV debate -that's as big as ipad launch
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Twitter coverage follows the traditional media timeline, but is much faster – with the news and gone again
Social Media: Short lived in Attention
Source: Trendistic
#leadersdebate: 5.5% of total twitter activity during first TV debate -that's as big as ipad launch
Social Media in general – and even more Twitter does NOT WANT to play by traditional media rules.
Hence, it is largely casual speak: emotional, not balanced – from the heart.
||© Copyright 2010 Dow Jones and Company
Twitter coverage follows the traditional media timeline, but is much faster – with the news and gone again
Social Media: Short lived in Attention
Source: Trendistic
#leadersdebate: 5.5% of total twitter activity during first TV debate -that's as big as ipad launch
Social Media in general – and even more Twitter does NOT WANT to play by traditional media rules.
Hence, it is largely casual speak: emotional, not balanced – from the heart.
Social Media is an ART:• Authentic• Relevant• Transparent
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It’s the first mass-media influenced election
- TV debates
- NOT (yet) social media
Driven by domestic issues
Everybody lost
- End of Labour government
- Tories have to form coalition
- Liberals could not ‘cash in’ the Clegg bonus
UK Elections - Observations
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Questions?
Lars VoedischRegional Head – Media Intelligence, APACDow Jones and [email protected] @larsv
Thank you.
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Lars VoedischRegional Head – Media Intelligence, APDow Jones & [email protected]@larsv
www.dowjones.com
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