This document summarizes insights from monitoring social media during the 2010 Australian federal election. It found that the top discussed topics were climate change, the National Broadband Network (NBN), immigration, and boat people. Sentiment on social media was very close between Labor and the Coalition in the final week before Labor's NBN policy received a significant positive sentiment boost. The key lesson is that listening to social media discussions can provide critical insights and allow parties to stay ahead of issues that may shift voter sentiment.

1. The Social Election – 2010 Federal Election Insights
SMC Sydney

2. 1. The Situational Analysis

3. The Social Election
• We used Radian6 to monitor
and listen
• A real-time finger on the social
pulse across Twitter, Facebook,
YouTube and other online
sources
• We rated the Twitter
sentiment with humans (and
not bots)
• We analysed the insights to
include environment factors
http://thesocialelection.amnesiarazorfish.com.au

4. And, we even had Julia tweet us!

5. 2. Winners, losers and the fakes

6. The story overall
http://thesocialelection.amnesiarazorfish.com.au/infoporn/

8. 3. Top Topics

9. What people talked about
1. Climate change
2. NBN
3. Immigration
4. Boat people
5. Economy
vs seeded topics
Boat people

10. Trending topics

11. 4. The social learnings

12. The role of social media
Throughout the campaign period, the
social data indicated it would be
close.
In the last week, we saw the
sentiment sitting just 0.1% in favour
of Labor.

13. The game-changer
There was a significant peak
in positive sentiment towards
Labor’s NBN policy.
But so what?
If they were listening, the Liberals should have
known it would be a game changer, before the
negotiations with the Amigos.

14. The lesson?
Having a finger on the pulse of what your customers are saying,
how they’re saying it, and where, can give you the critical insight
allowing you to stay ahead.

15. 5. Questions?

16. Karalee Evans
Social Strategy Manager, Amnesia Razorfish
e: karalee.evans@amnesia.com.au t: @karalee_