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y = 0.16x + 9548.4 R² = 0.305

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ct@chandlerthomas.com

In the global political environment a holistic view is vital.

The standard for message delivery is high in the modern media environments. It’s vital to create

communications that people identify and empathize with. The threshold to get attention, and to get

people to retain your information, is even higher. Politics now competes with Pepsi, Nike and Apple. No

one will take time to care about your views or propositions. Firms must be proactive in both controlling

and framing language, as well as marginalizing their communication and political strategy for efficiency.

The problem: There are many variables to consider when developing productive communication and

political strategies. Further, basing decisions on just educated guessing, even for the most highly skilled

and experienced professional, does not meet the standards of modern business practices, which use

analytics to make decisions.

The Solution: Online media provides an immense amount of information which can be monitored. The data

can be used to track political and policy instances qualitatively, as well as forecast.

Issue/Policy

Region Demographic/Political

Actors

Channel

Message/Political

Strategy

CULTURE:

• Languages.

• Defined leadership.

• National level campaign/election structures.

• Lack of pan mass media.

No Measurement

• Lack of accurate margins for allocating resources.

• No predictive models.

Internal and External Communication Bottlenecks

• Lacklustre Branding strategy.

• Breaking through “Noise” is difficult with out coordinated strategies.

Group Think

• Difficulties in identifying flaws and opportunities.

• Decreased Accountability.

No Holistic Approach: Lack Knowledge in Communication Technology, Theory and Policy

• No way to measure communication strategy success or failure.

• Waste/Money time identifying solutions to basic issues and problems.

Web Analytics, Online Monitoring and Sentiment Analysis enable automated real time measurement and refinery

of communication & political strategy. These methods are further cheaper, faster and more accurate than focus groups or

polling. And can track all associated instances and political actors within context, as well as Model and Forecast.

• Map and develop taxonomies of Political/Policy Influencers and associated instances.

• Forecast future actions.

• Allocate resources more efficiently.

Polling/Focus Groups:

• Expensive

• Unnatural/No Context

• Already Framed

• Not Real-Time

Coordinate Output and Content

Output

Listen/Track Reaction/Political

Environment

Deconstruct Patterns/Identify

Trends

Forecast

Output/Framing

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Positive Sentiment: FR Elections

Hollande

Sarkozy

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Negative Sentiment: FR Elections

Hollande Sarkozy

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Solidarity FrancoGerman

Egypt Financial Crisis eurozone Gaddafi Human Rights Syria

Mainstream News

The charts illustrate mainstream news policy trends and comment count which shows participation.

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Egypt Eurozone Financial CrisisFranco German Gaddafi Human Rights Solidarity Syria

Comments Count Blogs Videos

Analyze language and measure policy and political actors down to region, ecosystem and channel. This

informs language strategy, demographic bias and how people react to content output.

KEY POINTS

• Measurement of Communications Strategy.

• Find What Content/Medium Engages.

• Find/Engage Multipliers (Top 20% dictate network opinion).

• Real-Time, Geo-Targeted Information.

29%

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Sarkozy Hollande

Main Stream News Sentiment :France

Positive Negative Some What Negative

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French Elections: Channels Break Down

Aggregator Comments Videos

Facebook Blogs

4%

10%

47%

39%

Blogger Age

20-and-under (4.0%)

21-35 (10.2%)

36-50 (46.9%)

51-and-over (38.7%)

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female (11%) male (89%)

Gender

bbc.co.uk (4.54%), 4.54

bizjournals.com(21.05%), 21.05

cnbc.com (3.63%), 3.63

earthtimes.org(4.17%), 4.17

euobserver.com(4.36%), 4.36

independent.ie(8.17%), 8.17

maktoob.com (3.09%), 3.09

reuters.com (7.62%), 7.62

www.rte.ie (4.54%), 4.54

yahoo.com (38.84%), 38.84

TOP News Source

Advances in Natural Language Processing can find demographics from text and media patterns, as well as their

intent.

• Each demographics behavior patterns are influence by specific cognitive and cultural make up.

• By reverse engineering the cognitive patterns it is possible to predict what channels each demographic be used for

transference (Information). And further what type of message the demographic is more likely to engage with.

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Images Facebook Comments Videos Forums ForumReplies

Aggregator MicroMedia MainstreamNews

Blogs

CHANNEL

Negative Positive

The charts shows the strength of each channel, in contrast to good and bad sentiment. In simple terms, positive

sentiment is equally strong on Twitter, Mainstream and Blogs. Bad sentiment travels the fastest and strongest on

blogs followed by Mainstream news. The practical application: use blogs for critical media and mobilization.

Results vary by issue, age and region. A model such as this is ideal for crisis communications.

y = 0.16x + 9548.4 R² = 0.305

y = -0.0702x + 16248 R² = 0.0351

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Posts: Comments/Facebook

Twitter Correlation: Comments and Facebook

Comments Facebook Linear (Comments) Linear (Facebook)

Each channel has a Demographic bias. The chart shows the correlation of Media comments and Facebook post,

in reaction to Twitter output , with regards to the GOP primary Candidates. It's no surprise there is a downward

trend for Facebook. The two channels tend to be segregated politically. Twitter being more conservative and

Facebook is more liberal.

Regional EU political markets broken down to issue level, in contrast to one another. Germany does not engage.

The UK media on the other hand generates the most EU coverage. Immigration is a much talked about issue. In

an economic down turn, populist arguments tend to go on the upswing.

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South Africa Brazil Belgium UnitedKingdom

Germany United States Ireland Netherlands

EU Single Market EU Security EU Human Rights EU Africa EU Immigration

Regional online media comments for German and French EPP MEP’s: This can further be broken down to show

specific policies and MEPs. The chart clearly illustrates Germany is not engaged with their European Parliament

representation.

• 64% of German EPP MEP media is coming from Germany.

• 84% of commented media on German MEP’s is from France.

• Germany only accounts for only 10% of comments of it’s MEPs.

• Germany does not comment on French EPP MEPs (0%).

• French EPP MEP comments are from the USA and France (both 48%) and Belgium at 2%.

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Germany France United States United Kingdom Belgium Austria

DE MEP MEDIA FR MEP MEDIA DE Comments FR Comments

25%

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Media Post Market Share

France Germany

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Post Last 30 Days: FR/DE MEPS

French German

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% of Media Per Channel for FR/DE EPP MEPs

FR 41%

DE 59%

Parliament Market Share

After deficits and market shares are quantified, we can deconstruct channel patterns

with Natural Language processing and Sentiment Analysis to find out why.

Despite constant media out put, the strength of the message only rises at an exponential rate, at a

given time: Messages are only received when coordinated and repeated enough to break through media

noise.

• The message is only stored and retained after framing points are repeated.

• The information is only accessed when it becomes a crisis, issue or event.

• Message retention is a zero sum game.

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R e s o n a n c e o f M e s s a g e / C a m p a i g n

N O I S E

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McCain Obama

Day prior to election

McCain and Obama were with in 1-10 pts the majority of the campaign. This was the same with the recent

French elections between Sarkozy and Hollande. The day before the elections, Obama and Hollande’s

saturation rose exponentially because of the campaigns robust, Multi-Channel and coordinated infrastructure.

From monitoring data in real time, it can be difficult to forecast how much it matters, until it matters.

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Nicolas Sarkozy FR Nicolas Sarkozy WD Francois Hollande WD Francois Hollande FR

Day prior to election

• Define vision, Policy, Brand and framing goals

• Design Analytics and Sentiment Tracking infrastructure

• Contact me ct@chandlerthomas.com