Reporte: Twitter Town Hall y la Casa Blanca

Twitter Town Hall @ the White House
#AskObama
Salesforce Radian6 Report

Table of Contents

Summary
2
Segment Overview
3-4
Event Timeline
5
Question Ranking
5
And the Winner is: Top Ranking Question
6
The Rest of the Top 5 Questions
7-8
Middle of the Pack Questions
9-12
Remaining Questions
13-18
Analysis of President Obama’s Opening Question
19
Segment Impact
20-22
Conclusion
23

Twitter Town Hall @ the White House Salesforce Radian6 Report 2

SUMMARY

To monitor the economic focus event, the terms monitored included
#AskObama (graph 1) and mentions for “Twitter Town Hall”,
@whitehouse, @townhall and @barackobama (graph 2).

200,000
150,000
100,000
50,000
0
The Town Hall event on July 6th
Jun 30 Jul 01 Jul 02 Jul 03 Jul 04 Jul 05 Jul 06 Jul 07 Jul 08 between 2-3pm ET was almost
equal to that of the 5 day long
pre-buzz period from June 30th –
July 5th.

The day of the event, July 6th ,
had nearly 3 times as many
20,000
#AskObama Town Hall
mentions as compared to the
15,000
pre-analysis and Twitter Town
10,000
Hall.
5,000
0
Jun 30 Jul 01 Jul 02 Jul 03 Jul 04 Jul 05 Jul 06 Jul 07 Jul 08
Most Retweeted Usernames:
@barackobama, @whitehouse,
@townhall, @mashable

male 68,534: 58.1%

female 49,382: 41.8%

Gender for the event
favored males in a
60/40 split.
25-34
The top tweeting age
35-44
bracket was 25-34yo.
45-54

21-24

55-64

65+

18-20

0 2,000 4,000 6,000 8,000 10,000


SEGMENT OVERVIEW

Before the event itself, a baseline was needed to be able to identify shifts caused by the questions
asked. To begin looking through all the numerous conversations out there, the issues identified by
the current Administration were used to build topic profiles of relevant conversations. Over 22
issues were initially reviewed and separated into four well-defined segments analyzed over the last
8 weeks. These segments are: Wellness, Financial Security, Development and National Protection.
With these keywords it was assured these conversations were centered on the United States, the
White House, or mentions of the President. After reviewing this information it was found there
were over 1.2 million posts.

National Protection
498,583: 37.8%

Total View
May 1st, 2011 – June 26, 2011
Development
192,483: 14.6%
Financial Security
443,239: 33.6%

Wellness
182,059: 13.8%

On the day of the event, July 6th, 2011, the Financial Security segment grew to be the major
piece of the pie with over 54.4%, an increase of 20.8%

National Protection
6,950: 18.6%

Financial Security
20,291: 54.4%
Total View
July 6th, 2011

Development
4,767: 12.7%

Wellness
5,260: 14.1%


SEGMENT OVERVIEW

Within each of the segments we can also take a look at
the gender breakdown for each identified topic.

100.00%
90.00%
80.00%
70.00%
60.00%
50.00%
40.00%
30.00%
20.00% Male
10.00%
Female
0.00%

If we take that same framework analysis and apply it to the event specific
mentions during the 2 pm ET – 3:15 pm ET timeframe, we can see that Financial
Security takes up 61.3% of the conversations. This was followed up by Wellness
at 19.5% driven mainly by the discussion around education.

Financial Security
Wellness 15,904: 61.2%
5,075: 19.5%

Development
2,795: 10.7%

National Protection
2,188: 8.4%


EVENT TIMELINE

14,000

When a new event is announced, especially around a holiday, there’s no telling what type of
12,000
volume or spikes the event could cause on Twitter. For Twitter’s #AskObama Town Hall,
10,000 announced on June 30th, the volume and spike growth were steady.

8,000

6,000

4,000

2,000

0

Jun 30 Jul 01 Jul 02 Jul 03 Jul 04 Jul 05
(12:00 AM) (12:00 AM) (12:00 AM) (12:00 AM) (12:00 AM) (12:00 AM)

The above Topic Trend graph depicts the first announcement that caused a fairly large spike.
The following days trended quietly, which could have been connected to the July Fourth
holiday. On July 5th, we see the event volume greatly increase.

2,500
2,000
1,500
1,000
500
0

Jul 05 Jul 05 Jul 05 Jul 05 Jul 05 Jul 05
(12:00 AM) (4:00 AM) (8:00 AM) (12:00 PM) (4:00 PM) (8:00 PM)

Taking an in-depth look at the volume growth on July 5th, we can see the large spike from the overall view
actually consists of two large spikes coupled with steady growth. The first spike at 1 pm ET can be
connected to tweets from @barackobama, @townhall, @whitehouse and @jack encouraging future event
participation. The second spike at 6:00 pm ET was caused by an increase in the amount of questions
being submitted especially around the Financial Security topic area. A contributing cause of this can be
seen as the live webcast of President Obama speaking to the status of a balanced approach to the deficit.


EVENT TIMELINE

On the day of the event as questions continued to roll in and clear topic
favorites began to appear, the volume growth remained steady.

70,000
60,000
50,000
40,000
30,000
20,000
10,000
0

Jul 06 Jul 06 Jul 06 Jul 06 Jul 06 Jul 06
(12:00 AM) (4:00 AM) (8:00 AM) (12:00 PM) (4:00 PM) (8:00 PM)

On July 6th, we can see that volume trended at a much higher level overall compared to the days leading up to
the Town Hall. The spike of the event itself held over 70,000 tweets. If we take an in-depth view of the tweets
per minute we can see that the lowest volume per minute happened at the beginning and end of the event. The
average number of tweets per minute was approximately 886 Tweets.

1400
Tweets Per Minute

1200
1000
800
600
400
200
0
2:00
2:03
2:06
2:09
2:12
2:15
2:18
2:21
2:24

2:30
2:33
2:36
2:39
2:42

2:51

3:00
3:03
2:45
2:48

2:54

3:06
3:09
3:12
3:15
3:18
3:21
3:24
2:27

2:57

Time

Though there were many drives to the conversation, the continued discussion focused on jobs and the current
unemployment rate as reflected by the trending of questions that were asked.


PRESIDENT OBAMA'S QUESTION

President Obama’s opening question would have
PRESIDENT been ranked among the top 5 questions when it
OBAMA’S
QUESTION comes to reaction and response. Connected to
this question people commented quite often
towards the end of the event how they enjoyed
President Obama’s attention to speak directly to
them. Initial review shows that people were
answering more along the lines of what they did
not want to see cut, versus items they would
invest in.

The age breakdown mirrored the overall trend
with 25-34yo being the highest rank bracket.
Gender also maintained the same 60/40 male
favored split.

25-34
35-44
male 1,944: 58.4%
45-54
55-64 female 1,382: 41.5%
21-24
18-20
65+
0 50 100 150 200 250 300

Keep Cut
(As determined by analysis of (As determined by analysis of
responses) responses)

e e
Education Defense/Military Spending

Raise Taxes on Rich Oil Subsidies

Alternative Energy Entitlement Programs

Unemployment Corporate Tax Loopholes
Programs
Foreign Policy Spending
Infrastructure
Bailouts


QUESTION BREAKDOWN

While comparing the questions asked we found which questions resonated and were the
most actively shared.

And the winner is: Middle of the Pack: Remaining Questions:

The Rest of the Top 5:


QUESTION BREAKDOWN

And the winner is

QUESTION
John Boehner’s question sparked by far the most
conversation during the event building into the
#9
overarching discussions of the economy and
ongoing unemployment. There were those who
responded by re-directing the question back to
@johnboehner and some who felt the @townhall
forum was an inappropriate place for a political
figure to voice his opinion.

The Overall 60/40 gender split maintained in this question
with the 25-34yo age bracket maintaining its top ranking.

25-34

35-44

45-54
male 4,121: 57.1%
21-24

55-64
female 3,089: 42.8%
65+

18-20

0 100 200 300 400 500 600

This question fueled the already trending
discussion around jobs and unemployment
rates, leading to the Financial Security
segment growing overall. Interestingly, when
jobs were discussed there was not a strong
indication of a particular industry that
people felt required more attention than
another, but rather people were making all-
encompassing statements for an increase in
jobs overall.

**Question numbering refers to the order they were asked during the event.
**Demographics percentages are based on posts where gender and/or age could be obtained.


QUESTION BREAKDOWN

Finishing out the Top 5

QUESTION
The topic of education trended very highly
#3 throughout the event. Connected to
question 3, which focused on higher
education, the main concerns of
affordability. There were also mentions
that tied in to the unemployment topic,
with concern over what job opportunities
would be present for those who did receive
a post-secondary degree.

Within the gender demographic, there is a
25-34 shift towards female gaining the majority
35-44
voice with 53.8%.
21-24
female 870: 53.8%
45-54
55-64
male 745: 46.1% In the age bracket demographics, a shift can
18-20 be seen towards the younger age ranges
65+ seeing growth overall.
0 20 40 60 80 100 120 140 160

Continuing the trend of education, within
QUESTION
the pre-secondary field the conversation
#15
connected to question 15 talked about the
current state of public education. The
response & conversation around this
topic had people discussing the quality of
education currently available in the
public system as well as funding cuts and
teacher layoffs.
Just as with the Higher Education question,
the female gender grew to gain the majority
25-34 share of the conversation around this
35-44
question.
45-54 female 585: 55.1%
21-24 male 475: 44.8%
55-64
While in the Higher Education topic the
18-20 young age brackets moved towards the top,
65+ within the public education field older age
0 20 40 60 80 120 brackets once again dominated.



QUESTION BREAKDOWN

The Rest of the Top 5

QUESTION
The conversations around oil
#16 dependence touched on areas of how
this dependence is having an overall
financial impact, especially connected
to the high gas prices and subsidies
given to oil companies. This
conversation also tied in closely with
the alternative energy conversation
and included some answers to
President Obama’s question.

Gender-wise ,the male voice was
25-34
stronger in the discussion around
45-54 male 643: 62.6%
oil dependence.
35-44
55-64
Within the age brackets, both the
21-24 female 384: 37.3%
45-55yo and 55-64yo brackets saw
18-20
an increase by each moving up one
65+
place in the rankings.
0 10 20 30 40 50 60 70 80

QUESTION Many conversations revolved around
#4 people altering the President’s words
and message of taking a strong stance
on raising the debt ceiling. Also there
were comments of support towards
the need for a deal to be in place with
congress.

With a 62% split in favor of male driven
25-34
conversations, this topic was amongst
35-44
the top of the most male dominated
45-54 male 446: 61.8% topics.
21-24
The age bracket showed that this
55-64 female 275: 38.1% question and the overall topic
65+
resonated stronger with the younger
18-20
age brackets, especially the 25-34yo.
0 10 20 30 40 50 60



QUESTION BREAKDOWN

Middle of the Pack

Talking about alternative energy
QUESTION
crossed paths with the discussion of
#16 oil dependence. People wondered
when the White House might be
supporting clean energy such as solar
panels and also why more clean
energy jobs couldn’t be created
outside of states like Texas.

The gender split was in favor of
25-34
male conversations at 56%.
35-44
male 575: 56.4% The age bracket stayed in line with
45-54
the overall theme and had the top 3
55-64 female 444: 43.5% age brackets matching the larger
21-24 picture.
65+
18-20

0 10 20 30 40 50 60 70 80

QUESTION Talking about what subsidies and tax
#10 breaks might be available to small
business owners is what drove the
conversations around this question.
The general consensus was that the
public is in favor of such incentives
being available for small business
owners in order to help stimulate job
growth.
35-44 Different than the majority of
45-54 the conversations, the 35-44yo
male 292: 54.0%
25-34 age bracket came in first.
55-64
Gender came closer to the
21-24
female 248: 45.9% middle with male voice holding
65+
54% of the conversation.
18-20

0 5 10 15 20 25 30 35 40



QUESTION BREAKDOWN

Middle of the Pack

Most of the discussion in this
QUESTION
area focused around retweets of
#7
President Obama’s words
expressing how important
collective bargaining is to certain
benefits enjoyed by many.

With one of the closest gender
35-44 splits the male voice only had 2%
25-34
more than the female.
45-54
male 259: 51.0% The main age bracket came in as
55-64 female 248: 48.9%
35-44yo similar to what was seen in
21-24
the Question 10 around small
18-20 business.
65+

0 10 20 30 40 50

QUESTION Much of the response to this
#13 question centered around people
expressing that they feel that one
area to fix the tax system would be
to raise taxes on the upper class or
“rich” segment of the population.

25-34
Age bracket wise, it’s
45-54 male 259: 64.7% interesting to note that the
35-44
18-20yo age bracket did not
show a representation
55-64 within this topic area.
65+ female 141: 35.2%
Gender wise, the female
21-24
voice dropped to 35%.
0 5 10 15 20 25 30 35



QUESTION BREAKDOWN

Middle of the Pack

Tying in closely to President
QUESTION
Obama’s remarks to Question 1
#8
regarding his mistakes during the
recession and how the housing
market is still recovering, people
strongly felt that not enough is being
done to help homeowners who are
having difficult times with banks and
financial institutions.

25-34 The gender split came close
35-44 to 50/50 with male voice
45-54 male 284: 53.5% supporting 53% of the
21-24 female 246: 46.4% conversation. Age bracket
55-64 wise, the ranking of the
18-20 brackets remained the same
65+
as the overall breakdown.
0 10 20 30 40 50

QUESTION Stemming off the conversation
#14 created by question8, a follow up
question was asked about the
free-market option. The
conservation trended very
similarly to that of question 8.

25-34
35-44 The gender & age bracket
45-54 male 298: 54.3% ranking breakdown for
21-24
this question mirrored
55-64 female 250: 45.6%
that of question 8.
18-20
65+
0 10 20 30 40 50



QUESTION BREAKDOWN

Remaining Questions

Specific to the tech & manufacturing
QUESTION

#2 industry, question 2, which also
discussed jobs, didn’t pick up with
the overall job trend as people were
more concerned about jobs in
general and not a specific industry.
Specific to this question there were
concern of the outsourcing of
technology-based jobs.

25-34
While the gender split
35-44
male 337: 59.4% remained similar to the
45-54
21-24 overall, there was a shift in
female 230: 40.5%
55-64 the age brackets as the 18-
18-20 20yo bracket moved up a
65+ position.
0 10 20 30 40 50 60

Connected to this topic there were
QUESTION
many questions related to when
#5 there might be full immigration
reform as well as the further
incorporation of the Dream Act.

25-34
45-54 One of the few topics with an
35-44 almost straight 50/50 split
21-24 female 159: 49.6% male 161: 50.3%
between the genders, there
18-20 was also an inclination
55-64
towards the younger age
65+
bracket ranking higher as well.
0 5 10 15 20 25 30



QUESTION BREAKDOWN

Remaining Questions

QUESTION
As the first question of the event,
#1 this question around the mistakes
made in handling the recession
created many tangents around the
economy, employment and housing.
As a standalone question, it was
mainly pushed by retweets and
variations of the original tweet.

25-34 A strongly male driven topic
male 311: 65.4%
35-44 with over 65% male behind
45-54 the conversation. The 25-
55-64
female 164: 34.5%
34yo age bracket was
21-24
strongest in the first
18-20
question.
65+
0 5 10 15 20 25 30 35 40

QUESTION Relating to question 13 as to how
#17 the tax system should be fixed,
most people, when discussing this
subject, expressed concern for tax
levels to remain the same and not
be raised for the middle class.

As with some of the other
35-44
45-54
economic inclined questions like
25-34 male 193: 52.4% number 7 and 10, the top age
female 175: 47.5% bracket for this question was 35-
55-64
21-24 44 yo with the gender coming in
65+ fairly split down the middle.
18-20
0 5 10 15 20 25 30



QUESTION BREAKDOWN

Remaining Questions

While the overall topic of the debt ceiling trended
QUESTION amongst the top, the angle presented with this
#12 question did not resonate as strongly with people.
Similar to the reaction to the question from Speaker
Boehner, some felt the question from a journalist was
out of place.

35-44
45-54 Those who did talk about this
25-34 male 64: 53.3% question were 53% male and were
female 56: 46.6% part of an older age bracket, 35-
21-24
44yo and 45-54yo.
55-64
18-20
0 2 4 6 8 10 12

A question that tied in closely to the overall topic of
QUESTION jobs, many people stated that they would welcome
#11 and appreciate the presence of a tax credit that
would enable more veterans to gain employment.

35-44
45-54
25-34 A topic that resonated equally
55-64 female 90: 49.7% male 91: 50.2% amongst the male and female
21-24 audience, the age bracket remained
65+ similar to the overall breakdown.
18-20
0 2 4 6 8 10 12 14

NASA and the space program were closely tied to
QUESTION some of the items that people would invest in or
#12 cut response to Obama’s question. Those who
wished to cut it felt it was taking too much
funding and those who wanted to keep it felt it
could be a good source of high tech jobs.
25-34
35-44 male 130: 70.2%
45-54 While the top age bracket of 25-
21-24 34yo fit the norm, the 70% male
55-64 driven conversations marked this
18-20 as the strongest male driven topic.
female 55: 29.7%
65+
0 5 10 15
20 **Question numbering refers to the order they were asked during the event.


SEGMENT IMPACT

Financial Security

From the pre-analysis of May 1st – June 26th this
This segment explores the segment was found to encompass 33.6% of the total
driving initiatives around a conversation. The segment also had a 60% male
person feeling as if he or she dominated conversation with the top ranking age
has a full opportunity to bracket being 35-44yo, the only segment with this age
provide for oneself and one's bracket as the top ranked.
family.
Applying this framework to the event mentions during
• Economy the 2 pm – 3:15 pm ET, July 6th time frame we see that
• Taxes the top age bracket shifted to the 25-34yo age bracket
• Poverty and the male share of conversation had a 2% drop,
• Fiscal Responsibility coming in at 58.3%.

The growth in this segment was mainly driven by
Question 9 (pg. 9) relating to the absence of jobs and
employment but also tied in to the conversations
regarding housing.

Wellness

The pre-analysis of the Wellness segment showed that
This segment examines the within its 13.8% of the conversation, it was the closest to
combination of both physical, a 50/50 split gender wise coming in at 55%male. The top
mental and emotional age bracket for Wellness was 25-34yo.
wellness and identifying issues
that have initiatives to During the hour of the event, the top age bracket for this
improve the overall standard topic saw no shift, the dominant gender behind the
of living of the population. conversation swung in favor of the female voice with
almost 52%.
• Healthcare
• Family
• Education The questions centering on public and higher education
• Disabilities drove the growth of the Wellness segment. There were also
• Ethics many unanswered questions which discussed healthcare.
• Civil Rights
• Seniors & Social Security


SEGMENT IMPACT

National Protection

As the highest segment in volume at 37.8% conversation
This segment focuses on the was pushed greatly by the news stories around Osama Bin
issues of feeling secure as a Laden’s death. Gender breakdown came in with 61% male
nation both at home and and the top age bracket was 25-34yo prior to the event.
abroad.
National Protection topics remained to be shared by the
• Homeland Security 25-34yo age bracket and was the most strongly male
• Veterans dominated segment with 64%.
• Foreign Policy
• Defense
• Service
The questions that were connected to this segment
were the Veteran employment questions and
discussion over improving support to the troops by
reducing oil dependence.

Development
As the third segment with the top ranked age bracket
This segment focuses on the being 25-34yo, Development brought in 14.6% of
issues that have initiatives volume during the pre-analysis phase, which was 59%
designed to prompt the from males.
progression of the American
With a 6% gender shift in favor of the female voice, the
people.
Development segment maintained the same top age
• Women bracket which mirrored the other four and overall age
• Urban Policy
• Immigration The main questions that were found within this
• Technology segment were asking about the creation of a visa
• Rural startup program for Immigrant Entrepreneurs and
• Energy & Environment the concerns over finding alternative energy sources.


CONCLUSION

The pre-analysis report covered 1.2 million tweets over an 8 week period. The buzz about the
event, both using the hashtag and non-hashtagged mentions, before, during and after the Town
Hall resulted in almost a half million Tweets. This comparison helps to support the conclusion
that not only can twitter be used as a place to understand the tone and concerns of a nation, but
that there is a desire to express opinions to the leadership of the nation in that arena.

While the Financial Security segment dominated, the growth in the Wellness segment shows
that the concerns over the Economy grow beyond just the high level areas and extends to how
the economy is affecting all facets of a successful and satisfying lifestyle.


Twitter
http://www.twitter.com

Salesforce.com
http://www.salesforce.com

Radian6
http://www.radian6.com

Reporte: Twitter Town Hall y la Casa Blanca

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