MSLGROUP's French agency Publicis Consultants Net Intelligenz has partnered with Pikko Software to analyze tens of thousands of interactions on official candidates' and parties' Facebook pages. The results highlight the 'social dynamic' of differing political views across the Presidential campaign.
Work the Switches Before the German Federal ElectionMSL
An era of relative stability in Germany’s political landscape is coming to an end. For some time, traditional party ties have been weakening, especially in Germany’s old eastern states – but increasingly also in the old west.
Our MSLGROUP Germany team is passionate about political communication and see through the fog of Germany’s diverse and de-centralized regulatory and media landscapes. Benefitting from an outstanding close-knit political network, we know what makes German policy-makers tick – offering our clients access to formal and informal decision-making processes.
For more information connect with our team on Twitter @MSL_Germany.
If the United Kingdom were to leave the European Union, repercussions would be felt across the German economy. The most imminent would be uncertainty. Would a bilateral trade deal between the UK and the EU be in place in time for Brexit? What would it entail?
MSL Germany's public affairs expert Florian Wastl (@flowa12) assesses the implications for Germany in the aftermath of a Brexit vote. For more information connect with our team on Twitter @MSL_Germany.
While Brazil has been in the Olympic spotlight, an important political drama has been also playing out. MSLGROUP’s latest thought leadership assesses the first 100 days in office of Brazil’s interim President Michel Temer and offers a perspective on the future.
Temer is expected to be confirmed in office within two weeks, after Brazil’s senate approves the impeachment of suspended President Dilma Rousseff (two-thirds of the Senate has already declared their plans to vote for the impeachment).
The article is written by Paulo Andreoli (Chairman MSLGROUP Latin America) and Claudia Mancini (Publicis Consultants and MSLGROUP ANDREOLI).
The Future of Food Communications: Winning Share of Mouth in the Conversation...MSL
In this edition of the People’s Insights Series, MSLGROUP explores Six Communication Drivers for Winning Share of Mouth in the Conversation Age. This publication features the voices of experts from inside and outside MSLGROUP who examine current food trends, consumer food behavior and how food technology can enable food companies to be at the forefront of innovation.
If you are looking for a partner to bring a contemporary perspective to communicating around your business and brand, then let’s start a conversation today. Get in touch with us for a customized diagnostic workshop. We hope you enjoy reading this report and invite you to share your feedback and tips with us @PeoplesLab or reach out to us on Twitter @msl_group.
Transatlantic Personal Data Processing: Complying with the new EU-US Privacy ...MSL
In July 2016, the European Commission adopted its highly anticipated EU-US “Privacy Shield,” setting up a new data protection framework for organisations that transfer EU citizens’ personal data to the US. More than 4,000 organisations are expected to have to adapt their privacy policies and practices accordingly, and sign up to the new statutory requirements.
[Salterbaxter MSLGROUP Directions] Materiality - Breaking Out of the Strait-J...MSL
Materiality can help to deliver a range of valuable outcomes, but all too often the process ends up being nothing than a costly rubber-stamp; a matrix of prioritised issues, that’s finalised, published, and then… nothing. Our Salterbaxter MSLGROUP team present five materiality fundamentals, which are important considerations that can help improve results no matter where a company is on its journey.
From energy to financial services and the digital world, in this issue of Insights Brussels - a regular update on key EU policy developments our public affairs experts provide an update on the most relevant legislative initiatives in the pipeline. We remain available to support organisations in understanding and navigating the Brussels arena and the interplay with relevant national policy landscapes.
For real-time updates, follow @MSL_Brussels or reach out to us on Twitter @msl_group.
Work the Switches Before the German Federal ElectionMSL
An era of relative stability in Germany’s political landscape is coming to an end. For some time, traditional party ties have been weakening, especially in Germany’s old eastern states – but increasingly also in the old west.
Our MSLGROUP Germany team is passionate about political communication and see through the fog of Germany’s diverse and de-centralized regulatory and media landscapes. Benefitting from an outstanding close-knit political network, we know what makes German policy-makers tick – offering our clients access to formal and informal decision-making processes.
For more information connect with our team on Twitter @MSL_Germany.
If the United Kingdom were to leave the European Union, repercussions would be felt across the German economy. The most imminent would be uncertainty. Would a bilateral trade deal between the UK and the EU be in place in time for Brexit? What would it entail?
MSL Germany's public affairs expert Florian Wastl (@flowa12) assesses the implications for Germany in the aftermath of a Brexit vote. For more information connect with our team on Twitter @MSL_Germany.
While Brazil has been in the Olympic spotlight, an important political drama has been also playing out. MSLGROUP’s latest thought leadership assesses the first 100 days in office of Brazil’s interim President Michel Temer and offers a perspective on the future.
Temer is expected to be confirmed in office within two weeks, after Brazil’s senate approves the impeachment of suspended President Dilma Rousseff (two-thirds of the Senate has already declared their plans to vote for the impeachment).
The article is written by Paulo Andreoli (Chairman MSLGROUP Latin America) and Claudia Mancini (Publicis Consultants and MSLGROUP ANDREOLI).
The Future of Food Communications: Winning Share of Mouth in the Conversation...MSL
In this edition of the People’s Insights Series, MSLGROUP explores Six Communication Drivers for Winning Share of Mouth in the Conversation Age. This publication features the voices of experts from inside and outside MSLGROUP who examine current food trends, consumer food behavior and how food technology can enable food companies to be at the forefront of innovation.
If you are looking for a partner to bring a contemporary perspective to communicating around your business and brand, then let’s start a conversation today. Get in touch with us for a customized diagnostic workshop. We hope you enjoy reading this report and invite you to share your feedback and tips with us @PeoplesLab or reach out to us on Twitter @msl_group.
Transatlantic Personal Data Processing: Complying with the new EU-US Privacy ...MSL
In July 2016, the European Commission adopted its highly anticipated EU-US “Privacy Shield,” setting up a new data protection framework for organisations that transfer EU citizens’ personal data to the US. More than 4,000 organisations are expected to have to adapt their privacy policies and practices accordingly, and sign up to the new statutory requirements.
[Salterbaxter MSLGROUP Directions] Materiality - Breaking Out of the Strait-J...MSL
Materiality can help to deliver a range of valuable outcomes, but all too often the process ends up being nothing than a costly rubber-stamp; a matrix of prioritised issues, that’s finalised, published, and then… nothing. Our Salterbaxter MSLGROUP team present five materiality fundamentals, which are important considerations that can help improve results no matter where a company is on its journey.
From energy to financial services and the digital world, in this issue of Insights Brussels - a regular update on key EU policy developments our public affairs experts provide an update on the most relevant legislative initiatives in the pipeline. We remain available to support organisations in understanding and navigating the Brussels arena and the interplay with relevant national policy landscapes.
For real-time updates, follow @MSL_Brussels or reach out to us on Twitter @msl_group.
Is Technology Removing the ‘Care’ from Healthcare?MSL
We live in a digital age that is transforming healthcare. But, how does the industry need to adapt to fully engage in the digital future of the NHS?
New solutions are critical to embrace the benefits of improved digital technology in personalised care, while ensuring that patients are not marginalised in the process.
An enquiry led by US cardiologist, geneticist and digital medicine expert, Dr Eric Topol, explores how to support the deployment of digital healthcare technologies throughout the NHS.
MSL partnered with research firm Toluna to survey 1,846 marketing and communications leaders from Brazil, China, France, Germany, India, Italy, Poland, United Kingdom and the United States.
Powered by AI: Communications and Marketing in the Algorithm AgeMSL
MSL partnered with research firm Toluna to survey 1,846 marketing and communications leaders from Brazil, China, France, Germany, India, Italy, Poland, UK and US. We partnered with our colleagues at sister agency Publicis.Sapient who are experts in counselling companies and brands on the AI revolution.
A look inside the endless debate between traditional and digital media.
For more information write to Joshua Gardner, Vice President & North American Lead, Global Energy Practice, MSL | joshua.gardner@mslgroup.com
SCOTUS Launches New Economy with Legalized Sports BettingMSL
In a 6-3 decision in the case Murphy vs. National Collegiate Athletic Association, SCOTUS ruled that because Congress exceeded its constitutional authority when it passed PAPSA. In essence, Congress tried to prohibit state legislatures from repealing their existing statues that outlawed sports betting. Under a line of Supreme Court precedent known as the anti-commandeering doctrine, federal efforts to coerce states into enforcing federal law are unconstitutional violations of the Tenth Amendment.
To say this is just the beginning would be cliché, but what SCOTUS has wrought with its decision will have lasting consequences that go far beyond sports betting.
Our current consumption patterns are stretched to breaking point. Few would argue the need to fix our systems. It’s how to manage an economically viable and just transition that is making heads ache.
[Salterbaxter Directions] Moving The Goal PostsMSL
Is your business goal-ready to move beyond 2020? Explore a new generation of emerging sustainability goals that are unlocking business returns and driving transformational change.
The food market will experience rapid evolution in 2018, according to sector experts at MSL. A broad array of technological innovations will make it easier to acquire and consume foods and beverages tailored to our specific food needs, speeds and philosophies.
These insights emerge from the MSL’s annual analysis of top food trends compiled by its highly specialized food marketing and PR team, appearing as a shareable infographic. In recent years the agency’s forecast has been viewed more than 100,000 times. Past forecasts have spotted the emergence of major marketplace successes, including turmeric, coconut, ugly produce, food waste reduction and coffee as an ingredient.
The Second Technology Revolution: How the PR Business Needs To Change Once AgainMSL
Not even a decade after the PR industry turned on its head when social media ushered in the Age of Influence, technology once again is causing brands, companies and organizations to rethink its communication in dramatic ways. This time machines that process data and artificial intelligence, combined with immersive technologies like virtual reality, augmented reality and mixed reality, are creating new opportunities for “augmented influence” as well as giving communicators pause to manage a number of emerging new challenges from Machine Journalism to Artificial Influence.
SDG Signals - SBTribe Research by Salterbaxter MSLMSL
It’s been two years since the launch of the SDGs and the UN’s recent progress report highlights that support is uneven and needs to accelerate. New data sources, including
social media, continue to be vital tools to measure, monitor and report progress.
SDG Signals uncovers new insights about SDG communications online and which areas, people and brands are cutting through. We explore the overall SDG online conversation, providing clear opportunities for differentiation, with initial comparisons from the Technology and Food & Beverage sectors. Future editions will put the spotlight on other specific sectors and issue areas.
A joint initiative conducted by MSL and SPARK Neuro gives PR pros true cause for excitement. What was once only subjective – how much people are engaged with content and their emotional experience with it – can now be directly quantified by reading brain activity and other neurological responses.
For more information about Conversation2Commerce, email Erin.Lanuti@mslgroup.com or visit www.publicisC2C.com.
In PR2020, experts give us their perspective on what’s coming next in terms of tech disruptions, and how they believe this will impact the work we do. We explore influence, data, human science and machines, and our relation to them as communications professionals, business owners, governments, and human beings.
Write to us to start a conversation on how we can help you distill actionable insights and foresights from conversations and communities.
For more information contact Pascal Beucler, SVP & Chief Strategy Officer, Global, MSL (pascal.beucler@mslgroup.com) and Melanie Joe, Consultant – Research & Insights, MSL (melanie.joe@mslgroup.com)
[Salterbaxter Directions] Human Rights - The Time is NowMSL
Is your business up to speed on the risks and opportunities of human rights issues?
Learn from the early adopters of the UN Guiding Principles Reporting Framework and get ahead of the game.
For more information, connect with @salterbaxterMSL or reach out to us on Twitter @msl_group.
News in the Times of Digital - Indian Media TrendsMSL
The way India consumes news is changing in this digital age. 20:20 MSL's media trends infographic assesses Print v/s Online media consumption and how communications professionals can choose the right media mix through a structured approach.
Connect with our insights experts or share your feedback with us on Twitter @2020MSL and @msl_group.
To supplement Qorvis MSLGROUP's Guide to the Trump Administration, we have created a set of appendencies highlighting expected cabinet and staff appointments as of 12/1/2016.
Governing a Divided Nation - Insights about the 2016 U.S. Presidential ElectionMSL
Public affairs and policy experts from Qorvis MSLGROUP have compiled an extensive election coverage and analysis of how the new U.S. President and Congress will move forward after one of the most bitter campaigns in American history.
For more updates, follow @qorvis or reach out to us on Twitter @msl_group.
Each year, Directions takes an in-depth look at an area of sustainability and communications. This time, we’re delving into the quite sizeable gap that still exists between business and society. It’s not the void that interests us so much as the question of how it can be shrunk.
How do we move from just minding the gap to actually mending the gap?
For more information, connect with @salterbaxterMSL or reach out to us on Twitter @msl_group.
Qorvis MSLGROUP has created a comprehensive guide to the Trump Administration. This document provides a first look at the people and players behind the most unlikely presidential campaign in American history.
For each person mentioned here, we have included a bio, a photo, and representative institutions and organizations affiliated with that person, so that the reader may better understand the relationships that influence the people who in turn are influencing President Trump.
For real-time updates, follow @Qorvis or reach out to us on Twitter @msl_group.
The ICCO Global Summit which took place in Oxford, UK, from 29-30 September, 2016 offered two days of great conversations with colleagues coming from all over the world. MSLGROUP's SVP & Chief Strategy Officer, Pascal Beucler was invited to discuss why Branded Content and Entertainment are a new boundary, and a sweet spot to hit for PR professionals.
Based on Pascal's experience last June at the Cannes Lions International Festival of Creativity, as a juror in the newly created Entertainment Jury: this has been a week-long fantastic experience, evaluating how talent and ample narrative formats can elevate content into the cultural mainstream.
Is Technology Removing the ‘Care’ from Healthcare?MSL
We live in a digital age that is transforming healthcare. But, how does the industry need to adapt to fully engage in the digital future of the NHS?
New solutions are critical to embrace the benefits of improved digital technology in personalised care, while ensuring that patients are not marginalised in the process.
An enquiry led by US cardiologist, geneticist and digital medicine expert, Dr Eric Topol, explores how to support the deployment of digital healthcare technologies throughout the NHS.
MSL partnered with research firm Toluna to survey 1,846 marketing and communications leaders from Brazil, China, France, Germany, India, Italy, Poland, United Kingdom and the United States.
Powered by AI: Communications and Marketing in the Algorithm AgeMSL
MSL partnered with research firm Toluna to survey 1,846 marketing and communications leaders from Brazil, China, France, Germany, India, Italy, Poland, UK and US. We partnered with our colleagues at sister agency Publicis.Sapient who are experts in counselling companies and brands on the AI revolution.
A look inside the endless debate between traditional and digital media.
For more information write to Joshua Gardner, Vice President & North American Lead, Global Energy Practice, MSL | joshua.gardner@mslgroup.com
SCOTUS Launches New Economy with Legalized Sports BettingMSL
In a 6-3 decision in the case Murphy vs. National Collegiate Athletic Association, SCOTUS ruled that because Congress exceeded its constitutional authority when it passed PAPSA. In essence, Congress tried to prohibit state legislatures from repealing their existing statues that outlawed sports betting. Under a line of Supreme Court precedent known as the anti-commandeering doctrine, federal efforts to coerce states into enforcing federal law are unconstitutional violations of the Tenth Amendment.
To say this is just the beginning would be cliché, but what SCOTUS has wrought with its decision will have lasting consequences that go far beyond sports betting.
Our current consumption patterns are stretched to breaking point. Few would argue the need to fix our systems. It’s how to manage an economically viable and just transition that is making heads ache.
[Salterbaxter Directions] Moving The Goal PostsMSL
Is your business goal-ready to move beyond 2020? Explore a new generation of emerging sustainability goals that are unlocking business returns and driving transformational change.
The food market will experience rapid evolution in 2018, according to sector experts at MSL. A broad array of technological innovations will make it easier to acquire and consume foods and beverages tailored to our specific food needs, speeds and philosophies.
These insights emerge from the MSL’s annual analysis of top food trends compiled by its highly specialized food marketing and PR team, appearing as a shareable infographic. In recent years the agency’s forecast has been viewed more than 100,000 times. Past forecasts have spotted the emergence of major marketplace successes, including turmeric, coconut, ugly produce, food waste reduction and coffee as an ingredient.
The Second Technology Revolution: How the PR Business Needs To Change Once AgainMSL
Not even a decade after the PR industry turned on its head when social media ushered in the Age of Influence, technology once again is causing brands, companies and organizations to rethink its communication in dramatic ways. This time machines that process data and artificial intelligence, combined with immersive technologies like virtual reality, augmented reality and mixed reality, are creating new opportunities for “augmented influence” as well as giving communicators pause to manage a number of emerging new challenges from Machine Journalism to Artificial Influence.
SDG Signals - SBTribe Research by Salterbaxter MSLMSL
It’s been two years since the launch of the SDGs and the UN’s recent progress report highlights that support is uneven and needs to accelerate. New data sources, including
social media, continue to be vital tools to measure, monitor and report progress.
SDG Signals uncovers new insights about SDG communications online and which areas, people and brands are cutting through. We explore the overall SDG online conversation, providing clear opportunities for differentiation, with initial comparisons from the Technology and Food & Beverage sectors. Future editions will put the spotlight on other specific sectors and issue areas.
A joint initiative conducted by MSL and SPARK Neuro gives PR pros true cause for excitement. What was once only subjective – how much people are engaged with content and their emotional experience with it – can now be directly quantified by reading brain activity and other neurological responses.
For more information about Conversation2Commerce, email Erin.Lanuti@mslgroup.com or visit www.publicisC2C.com.
In PR2020, experts give us their perspective on what’s coming next in terms of tech disruptions, and how they believe this will impact the work we do. We explore influence, data, human science and machines, and our relation to them as communications professionals, business owners, governments, and human beings.
Write to us to start a conversation on how we can help you distill actionable insights and foresights from conversations and communities.
For more information contact Pascal Beucler, SVP & Chief Strategy Officer, Global, MSL (pascal.beucler@mslgroup.com) and Melanie Joe, Consultant – Research & Insights, MSL (melanie.joe@mslgroup.com)
[Salterbaxter Directions] Human Rights - The Time is NowMSL
Is your business up to speed on the risks and opportunities of human rights issues?
Learn from the early adopters of the UN Guiding Principles Reporting Framework and get ahead of the game.
For more information, connect with @salterbaxterMSL or reach out to us on Twitter @msl_group.
News in the Times of Digital - Indian Media TrendsMSL
The way India consumes news is changing in this digital age. 20:20 MSL's media trends infographic assesses Print v/s Online media consumption and how communications professionals can choose the right media mix through a structured approach.
Connect with our insights experts or share your feedback with us on Twitter @2020MSL and @msl_group.
To supplement Qorvis MSLGROUP's Guide to the Trump Administration, we have created a set of appendencies highlighting expected cabinet and staff appointments as of 12/1/2016.
Governing a Divided Nation - Insights about the 2016 U.S. Presidential ElectionMSL
Public affairs and policy experts from Qorvis MSLGROUP have compiled an extensive election coverage and analysis of how the new U.S. President and Congress will move forward after one of the most bitter campaigns in American history.
For more updates, follow @qorvis or reach out to us on Twitter @msl_group.
Each year, Directions takes an in-depth look at an area of sustainability and communications. This time, we’re delving into the quite sizeable gap that still exists between business and society. It’s not the void that interests us so much as the question of how it can be shrunk.
How do we move from just minding the gap to actually mending the gap?
For more information, connect with @salterbaxterMSL or reach out to us on Twitter @msl_group.
Qorvis MSLGROUP has created a comprehensive guide to the Trump Administration. This document provides a first look at the people and players behind the most unlikely presidential campaign in American history.
For each person mentioned here, we have included a bio, a photo, and representative institutions and organizations affiliated with that person, so that the reader may better understand the relationships that influence the people who in turn are influencing President Trump.
For real-time updates, follow @Qorvis or reach out to us on Twitter @msl_group.
The ICCO Global Summit which took place in Oxford, UK, from 29-30 September, 2016 offered two days of great conversations with colleagues coming from all over the world. MSLGROUP's SVP & Chief Strategy Officer, Pascal Beucler was invited to discuss why Branded Content and Entertainment are a new boundary, and a sweet spot to hit for PR professionals.
Based on Pascal's experience last June at the Cannes Lions International Festival of Creativity, as a juror in the newly created Entertainment Jury: this has been a week-long fantastic experience, evaluating how talent and ample narrative formats can elevate content into the cultural mainstream.
2. Executive summary
summary
u a
La présente étude a pour vocation de proposer un regard quantitatif sur les rapports de force
entre candidats et partis sur Facebook dans le cadre de la campagne présidentielle française.
Pour élaborer cette analyse, Publicis consultants Net Intelligenz s’est associé à Pikko Software
pour mettre en œuvre une méthodologie propriétaire basée sur la collecte, l’analyse et la
cartographie de dizaines de milliers d’interactions sur les pages Facebook officielles des
candidats et partis représentés dans la campagne. En résulte une mise en lumière de la
dynamique «sociale» des différents bords politiques.
Les 5 points saillants qui émergent de cette analyse :
• Nicolas Sarkozy capitalise sur une audience constituée au fi l de son quinquennat supérieure
à la somme des fans de tous les autres candidats.
• Le candidat Jean-Luc Mélenchon devient le 2ème homme sur Facebook, passant devant François
Hollande en nombre de fans actifs en mars 2012.
• François Hollande est le candidat qui partage le plus de fans actifs avec l’ensemble des autres
candidats.
• La communauté de François Bayrou est plus perméable à gauche qu’avec les candidats et
partis de droite.
• Les pages des candidats ont peu de fans actifs communs, preuve qu’on ne peut pas parler de
« débat politique » sur le réseau social
Grâce à une technologie exclusive de collecte et de cartographie de l’information, l’étude
est en mesure de présenter les points de jonction, mais également les zones de débats et de
confrontations entre les différentes parties prenantes à la campagne présidentielle.
L’analyse repose principalement sur une étude ciblée des fans actifs, qui jouent un rôle
essentiel sur Facebook. En ef fet, ce sont les fans ac tifs qui représentent le cœur des
communautés Facebook et permettent la diffusion des idées et des messages des différents
candidats très au-delà de leur audience naturelle.
Cette étude s’appuie sur l’analyse du comportement de plus de 140 000 fans actifs sur au moins
une page de candidats et de partis impliqués dans la campagne présidentielle.
3. FACEBOOK ET LES CANDIDATS
A L’ÉLECTION PRÉSIDENTIELLE 2012
A L’ÉLECTION PRÉSIDENTIELLE 2012
UNE AUDIENCE PLUS LARGE
UNE AUDIENCE PLUS LARGE
POUR LE PRÉSIDENT SORTANT
POUR LE PRÉSIDENT SORTANT
ANALYSE
ANALYSE
La page de Nicolas Sarkozy se démarque avec une
La page de Nicolas Sarkozy se démarque avec une
audience largement supérieure aux autres. Une
audience largement supérieure aux autres. Une 79 821 fans
79 821 fans
question s’impose ::est-ce que ces fans suivent le
question s’impose est-ce que ces fans suivent le 21 471 fans actifs
21 471 fans actifs
président ou le candidat récemment déclaré ?
président ou le candidat récemment déclaré ?
En parallèle, on observe une montée en puissance
En parallèle, on observe une montée en puissance
du e-militantisme sur la page de Jean-Luc
du e-militantisme sur la page de Jean-Luc
Mélenchon. En février 2012, la page du candidat
Mélenchon. En février 2012, la page du candidat
regroupe 8 976 fans actifs et atteint les 38 383
regroupe 8 976 fans actifs et atteint les 38 383
fans actifs en mars. Il devient donc le 2ème homme
fans actifs en mars. Il devient donc le 2ème homme 62 260 fans
62 260 fans
sur Facebook devançant en moins d’un mois le
sur Facebook devançant en moins d’un mois le 38 383 fans actifs
38 383 fans actifs
nombre de fans actifs rassemblés sur la page de
nombre de fans actifs rassemblés sur la page de
François Hollande. Ainsi, en mars, François Hollande
François Hollande. Ainsi, en mars, François Hollande
conserve une base de fans supérieure à celle de
conserve une base de fans supérieure à celle de
Jean-Luc Mélenchon (79 821 fans pour
Jean-Luc Mélenchon (79 821 fans pour
F. Hollande contre 62 260 pour J.L. Mélenchon)
F. Hollande contre 62 260 pour J.L. Mélenchon)
mais les inscrits à la page de ce dernier se
mais les inscrits à la page de ce dernier se
montrent beaucoup plus investis et actifs.
montrent beaucoup plus investis et actifs. 51 767 fans
51 767 fans
14 048 fans actifs
14 048 fans actifs
27 745 fans
27 745 fans
6 907 fans actifs
6 907 fans actifs
19 401 fans
19 401 fans
4 056 fans actifs
4 056 fans actifs
10 416 fans
10 416 fans
1 961 fans actifs
1 961 fans actifs
1 714 fans
1 714 fans
108 fans actifs
108 fans actifs
594 377 fans
594 377 fans
51 076 fans actifs
51 076 fans actifs 1 225 fans
1 225 fans
130 fans actifs
130 fans actifs
Nombre de fans et fans actifs sur les pages des candidats en mars 2012
Nombre de fans et fans actifs sur les pages des candidats en mars 2012
4. FACEBOOK ET LES CANDIDATS
A L’ÉLECTION PRÉSIDENTIELLE 2012
EN MARS, JEAN-LUC MÉLENCHON,
DEUXIÈME HOMME SUR FACEBOOK
16% 10%
46% 36%
5% 5%
3% 3%
7% 27%
15% 15% 1,5% 1,5%
Evolution entre février et mars de l’activité des pages des candidats
sur la totalité des fans actifs sur les pages des candidats
ANALYSE
En février 2012, Jean-Luc Mélenchon rassemblait 7,3 % de la totalité des fans actifs des pages candidats.
En mars 2012, il rassemble plus de 27 % des fans actifs. Ainsi, il passe de la 4ème position
(derrière Nicolas Sarkozy, François Hollande et Marine le Pen) à la 2ème position derrière Nicolas Sarkozy.
Cette progression ne se fait pas au détriment des autres candidats puisque le nombre de fans actifs
sur la totalité des pages candidats-partis a considérablement augmenté sur la période.
Néanmoins, alors que François Hollande continue de recruter des fans sur Facebook en mars,
le dynamisme des fans de Marine le Pen et Nicolas Sarkozy est en relatif repli.
5. FACEBOOK ET LES CANDIDATS
A L’ÉLECTION PRÉSIDENTIELLE 2012
UNE MINORITÉ DE FANS ACTIFS COMMUNS
À PLUSIEURS PAGES DE CANDIDATS
François
Bayrou
480 359
234 158
François Nicolas
Hollande Sarkozy
1218
412 432
883 675
319
Jean-Luc
285
Marine
Mélenchon Le Pen
461
Nombre de fans actifs communs à deux candidats en mars 2012
ANALYSE
Tous les candidats partagent avec d’autres des fans actifs. Ces fans actifs communs peuvent critiquer le candidat adverse, soutenir le premier, veiller sur le
discours d’autres acteurs du débat… François Hollande et Nicolas Sarkozy partagent le plus grand nombre de fans actifs ; ainsi, le débat serait plus vif sur
les pages de ces 2 candidats. Cette porosité témoigne de confrontations et intérêts réciproques entre les communautés des 2 favoris des sondages.
La page de François Hollande est par ailleurs celle qui partage le plus de fans actifs avec l’ensemble des autres candidats. Au total, c’est près de 2993
points de contacts avec d’autres pages contre 2684 pour Nicolas Sarkozy et 1231 pour François Bayrou, pourtant situé au centre de l’échiquier politique.
On notera néanmoins que la part de fans communs est très réduite. Les fans communs entre F. Hollande et N. Sarkozy représentent 0.05 % des fans de F.
Hollande et 0.02 % des fans de Nicolas Sarkozy. Sur Facebook le débat politique est réduit, les communautés construites et peu perméables.
6. FACEBOOK ET LES CANDIDATS
A L’ÉLECTION PRÉSIDENTIELLE 2012
LE CENTRE EST-IL À
GAUCHE ?
François Nicolas
Hollande Sarkozy
480 359
714 417
Jean-Luc
234 François
158 Marine
Mélenchon Bayrou Le Pen
ANALYSE
François Bayrou partage plus de fans actifs avec la
gauche (François Hollande et Jean-Luc Mélenchon)
qu’avec la droite (Nicolas Sarkozy et Marine le Pen).
A en croire ces chiffres, François Hollande est le
premier « deuxième homme » de François Bayrou
(480 fans actifs en commun), et ce malgré un
nombre de fans actifs bien supérieur chez Nicolas
Sarkozy (51076 contre 21 471 pour F. Hollande).
Néanmoins la proportion de ces fans communs par
rapport au nombre de fans actifs global est très
faible. Nombre de fans actifs communs à deux candidats en mars 2012
7. FACEBOOK ET LES CANDIDATS
A L’ÉLECTION PRÉSIDENTIELLE 2012
PARTI VS CANDIDAT :
LEQUEL SÉDUIT LE PLUS ?
39% 61%
32% 68%
23% 77%
7% 93%
9% 91%
8% 92%
Ventilation des fans actifs entre la page du candidat
et celle de son parti en mars 2012
ANALYSE
Les candidats fédèrent incontestablement plus que les partis sur Facebook ; ce phénomène ne serait-il pas relativement
attendu lorsqu’il s’agit d’élections présidentielles ?
Nicolas Sarkozy a 13 fois plus de fans actifs que l’UMP, François Hollande en compte près de 4 fois plus que le PS,
François Bayrou 9 fois plus que le MoDem…
Pour la candidate frontiste, le parti rassemble plus de 30% de l’activité cumulée candidat-parti, la « marque » FN confirme
son attractivité forte pour son électorat.
Enfin, le NPA rassemble 39% de l’activité cumulée candidat-parti. On notera pour ce dernier que ses très petites parts de
voix sur Facebook ne nous permettent pas d’en tirer des enseignements.
8. FACEBOOK ET LES CANDIDATS
A L’ÉLECTION PRÉSIDENTIELLE 2012
LES PARTIS MOBILISENT,
LES CANDIDATS INSPIRENT
94 260 269 61 75 19 3
88 96 97 60 100 33 1
Comparaison des efforts d’animation mesurés en nombre de publications
sur les pages des candidats et des partis en mars 2012
ANALYSE
Il semble être admis par la majorité des candidats que la prise de parole doit être assumée par le parti.
Les partis se montrent bavards quand le candidat raréfie sa parole sur le réseau social.
Cette organisation éditoriale qui privilégie le parti comme canal de diffusion place les candidats au-dessus des
contingences du militantisme partisan. Au candidat, les convictions et les idées, au parti les argumentaires et
messages de mobilisation de la base.
Seuls 2 candidats font exception : François Bayrou et Eva Joly.
9. FACEBOOK ET LES CANDIDATS
A L’ÉLECTION PRÉSIDENTIELLE 2012
À PROPOS DE
PUBLICIS CONSULTANTS NET INTELLIGENZ
Publicis Consultants Net Intelligenz est le département spécialisé dans
la stratégie e-réputation et Social Media de Publicis Consultants.
Fort de plus de dix ans d’expérience en veille, étude de l’opinion en ligne et
gestion des communautés en ligne, Net Intelligenz est aujourd’hui l’un des
leaders du management de la « conversation corporate » pour les entreprises, 9
7
marques et institutions.
À PROPOS DE
PIKKO
PIKKO Software est un editeur de logiciels spécialisé dans la cartographie
de l’information. L’environnement informationnel se complexifiant sans cesse,
il devient difficile d’appréhender les masses croissantes de données utiles
pour comprendre les évolutions et prendre les bonnes décisions.
Les solutions développées par PIKKO Software permettent de visualiser
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et d’analyser les interactions à l’oeuvre dans l’environnement.
Les domaines d’application adressés par PIKKO Software concernent
la sécurité (intelligence économique, renseignement), la gestion des
connaissances, les médias sociaux (e-réputation, social segmentation).
MÉTHODOLOGIE
DE L’ÉTUDE
L’étude a été réalisée à partir des interactions entre fans et pages II – Dédoublonnage des fans
officielles des partis et candidats ayant eu lieu entre le 1er et le Si un fan actif a commenté plusieurs fois la même page ou 2 pages
29 février 2012 et entre le 1er et le 31 mars 2012. Les profils des différentes, il ne sera comptabilisé qu’une seule fois.
candidats n’ont pas été pris en compte. Ainsi, le nombre de fans actifs ne correspond pas au nombre de fans
I – « fan » vs « fan actif » actifs par page mais au nombre de fans actifs sur la totalité des pages
On fera ici la distinction entre « fan » et « fan actif ». étudiées.
En effet, le nombre de fans répertoriés dans cette étude correspond à III – Anonymisation des données
l’addition des fans inscrits sur ces pages au 31 mars 2012. L’étude réalisée a été faite sur la base des interactions compilées de
Le nombre de « fans actifs » correspond au nombre de fans ayant façon totalement anonyme dans le strict respect de l’anonymat. Notre
publié un commentaire, un post ou ayant partagé ou « liké » un post méthode de recherche exclut la collecte des noms et identités des fans.
entre le 1er et le 29 février 2012 et entre le 1er et le 31 mars 2012. Aucun des fans n’a été identifié ni contacté par nos analystes.
Les seuls intervenants qui ont fait l’objet d’une étude différenciée sont
les community managers officiels de ces pages.