The document provides an analysis of social media mentions and coverage of the 2016 Canadian Federal Budget. It shows data on hashtags used, topics discussed, geographic distribution of mentions, and leading commenters from different political parties. The presentation teaches how to effectively monitor topics across internet and social media to gather insights on conversations, influencers, trends and brand impact. It emphasizes searching beyond hashtags, filtering for valuable voices, and refining searches over time.

1. How to Monitor Anything:
2016 Federal Budget Analysis

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Your presenter …
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@JamesRRubec
@Cision_Canada

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2016 Federal Budget

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6. • 21,000 social media mentions
• 12,000 uses of #Budget2016
• 8,000 mainstream media mentions
• 11,000 unique authors
• Potential social media reach
of 65,126,866 people
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Federal Budget
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#Budget2016
"budget2016" OR "Trudeau's Budget" OR "Liberal Budget" OR “Federal Budget” OR
@JustinTrudeau OR @Bill_Morneau OR @lraitt OR @nathancullen OR @RonaAmbrose OR
@ThomasMulcair OR @NDP_HP OR @CPC_HP OR @Liberal_Party OR @parti_liberal OR
@NPD_QG OR @CPC_HQ OR @chrishallcbc OR @Kady OR @jenditchburn OR
@stephen_tapp OR @MikePMoffatt OR "Justin Trudeau" OR "Thomas Mulcair" OR "Rona
Ambrose" OR "Bill Monreau" OR "Finance Minister" OR NDP OR CPC OR LPC
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Listening!

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Nightmare
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Nightmare
• 390 unique social messages
• 10 mentions from CBC
• 8 From Huffington Post
• 98 other online news sites
carried a story using the
phraseology
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“Historic”
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“Tiny” OR “Historic”
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“Tiny”
• 110 unique social messages
• 3 main stream news articles
• 14 other online news sites
carried a story using the
phraseology
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Unifor
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He’s a charmer!
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Topics Share of Voice
27%
25%
23%
10%
6%
5%
4%
Oil
Economy
Jobs
Transit
Aboriginal Investment
Climate Change
Affordable Housing
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21. “Canadian Federal Budget” OR “Budget 2016” OR “Federal Budget” OR “Canadian
Government” OR “Ministry of Finance” OR Budget2016 OR Liberals OR “liberal party”
OR lpc OR “Minister of Finance Bill Monreau” OR Monreau OR @Bill_Morneau OR
“Prime Minister Justin Trudeau” OR Justin OR Trudeau OR @JustinTrudeau OR “New
Democrats” OR npd OR “New Democratic Party” OR “New Democrats Party Leader
Thomas Mulcair” OR “NDP Party Leader Thomas Mulcair” OR “Thomoas Mulcair” OR
mulcair OR @ThomasMulcair OR “NDP Finance Critic Nathan Cullen” OR Cullen OR
“Nathan Cullen” OR @nathancullen OR “conservative party” OR conservatives OR cpc
OR “Interim Leader of the Official Opposition Rona Ambrose” OR “Rona Ambrose” OR
ambrose OR @RonaAmbrose OR “Conservative Party Finance Critic Lisa Raitt” OR raitt
OR “Lisa Raitt” OR @lraitt OR infrastructure OR stimulus OR “Debt-to-GDP ratio” OR
deficit OR debt OR Bombardier OR “Missing and murdered aboriginal women” OR
MMWI OR Oil OR bitumen OR pipeline OR “energy east” OR “northern gateway” OR
“Trans Mountain” OR oilsands OR “Green energy” OR “cap and trade” OR “climate
change” or climatechange OR “global warming” OR “ice melting” OR “canadian dollar”
OR looney OR “fighter jets” OR “f-35” OR jets OR “unemployment insurance” OR EI OR
“Canadian association of petroleum producers” OR CAPP OR @OilGasCanada OR
“Canadian Taxpayers Federation” OR CTF OR @taxpayerDOTcom
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How do you find this data?
NOT JUST
HASHTAGS
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News Cycle
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News Cycle

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#Budget2016 Share of Voice
70%
26%
4% Liberal Party
Conservative Party
New Democratic Party
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Segmentation
Geographic Demographic Psychographic
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The Fourth Dimension!
- Longer provides more
data … great for social
polling, persona building
- Shorter more targeted
insights … event
performance, messaging
tests, brand comparison,
crisis management
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Time

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#Budget2016 Leaders Share of Voice
59%24%
10%
5%
1% 1%
Justin Trudeau
Bill Monreau
Rona Ambrose
Thomas Mulcair
Lisa Raitt
Nathan Cullen
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#Budget2015
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Election 2015
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South Carolina Primary

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Regional Mentions
16%
16%
4%
4%
0%
45%
11%
4%
Alberta
British Columbia
Manitoba
Maritimes
Northwest
Ontario
Quebec
Saskatchewan
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How to find everything
Internet & Social Media
Text & Volume
Author &
Meaning
Search
Categorization
Analysis
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Types of commenters
• Supporters
• General commenters
• Detractors

36. • Follower count
• Engagement on those messages
• How often they share messages
• Sentiment
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What you want to look for …

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Leading CPC Tweeters

39. • Swearing
• Racist terms
• Common meme phraseology
• Ideologue terms
• Anything beyond your target
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Filtering People – Excluding Terms

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Leading CPC Tweeters

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Leading Liberal Commenters

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Leading Liberal Commenters

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What drives social buzz?
• Authenticity
• Context
• Timeliness
• Simplicity
• Author

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Timeliness
Jerry Dias
Jordan Brennan

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Budget 2016 Trend

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News Cycle

47. • Search beyond hashtags
• Pre-plan your categorization
• Test your search
• Refine it as needed
• Filter for valued voices
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How to Monitor Anything:

48. • Find new customers
• Identify unknown influencers
• Manage risk
• Increase social reach
• Identify industry trends
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Listening Adds Value

49. • James.Rubec@cision.com
• @Cision_Canada
• @JamesRRubec
www.cision.com
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Contact us anytime!

50. Questions & Answers
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