Political Party Social Media Campaign: Better, but...
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3 ENGAGING MINDS, EXCHANGING IDEAS Political Party Social Media Campaign: Better, but... Tan Tarn How Senior Research Fellow Tng Ying Hui Andrew Yeo Research Assistants Institute of Policy Studies 4 November 2015 Engaging Minds, Exchanging Ideas
4 Outline Research Questions: What social media parties used How they used it Impact Views, likes and comments Traits of users Election results Discussion Embargoed until delivery on 4 November 2015 Engaging Minds, Exchanging Ideas 2
5 Scope and Methodology 5 parties with most candidates PAP (89), WP (28), NSP (12), SDP (11), RP (11) Websites, Facebook, YouTube, Twitter, Applications, Instagram, Google+ Unless otherwise stated Nomination day to Polling day Survey and election results Embargoed until delivery on 4 November 2015 Engaging Minds, Exchanging Ideas 3
6 2011 GE: Websites From N Pang and D Goh: Untapped potential: Internet Use by Political Parties: in Battle for Hearts and Minds: New Media and Elections Most parties updated websites daily (other than SDA and SPP) PAP: rich in information, interactive SDP actively used multimedia: Podcasts, videos Websites main portal, not Facebook Embargoed until delivery on 4 November 2015 Engaging Minds, Exchanging Ideas 4
7 2011 GE: Facebook SDP and RP most active on Facebook SDP and RP used more media types PAP, SDA, WP least active Embargoed until delivery on 4 November 2015 Engaging Minds, Exchanging Ideas 5
8 2015 General Election Party social media during election Embargoed until delivery on 4 November 2015 Engaging Minds, Exchanging Ideas 6
9 2015: PAP and WP used more platforms Parties: PAP, WP, SDP, RP, NSP Website All All Facebook All All YouTube SDP, RP PAP, SDP, WP Twitter All All Mobile App 0 PAP, WP Instagram 0 PAP, WP Google+ NA SDP Embargoed until delivery on 4 November 2015 Engaging Minds, Exchanging Ideas 7
10 Features Facebook Page info (7 items) Name, Address, Description, Founded, Phone, , Website Types of info (5) Links, Photos, Videos, Status, Events Interaction (5) Send message, Comment post, Like page, Subscription, Share page Mobilisation (5) #Hashtags, Rally participation, Vote-for-me, Donate Embargoed until delivery on 4 November 2015 Engaging Minds, Exchanging Ideas 8
11 Facebook features count PAP WP SDP RP NSP Page info (7) Types of info (5) Interaction (5) Mobilisation (5) Overall (22) Embargoed until delivery on 4 November 2015 Engaging Minds, Exchanging Ideas 9
12 Types of Info Photos 852 Links 157 Embedded Videos Status 43 FB Events Page WP PAP RP SDP NSP Embargoed until delivery on 4 November 2015 Engaging Minds, Exchanging Ideas 10
13 FB Posts 2015, PAP RP WP SDP NSP Time period: 26 Aug 15 9 Sept 15, 20 Apr 11 5 May 11 Embargoed until delivery on 4 November 2015 Engaging Minds, Exchanging Ideas 11
14 Purposing content for channels Primary content existing content re-purposed for the medium or new content Writing a note to comment on post from another source Excerpts of videos from other sources Specially created info for FB, etc Secondary content: content taken from another source without processing Embargoed until delivery on 4 November 2015 Engaging Minds, Exchanging Ideas 12
15 FB primary content: PAP leads 120% 100% 80% 100% 99.38% % 70.30% 60% 50.90% 40% 20% 0% PAP WP SDP NSP RP Embargoed until delivery on 4 November 2015 Engaging Minds, Exchanging Ideas 13
16 Jan-11 Mar-11 May-11 Jul-11 Sep-11 Nov-11 Jan-12 Mar-12 May-12 Jul-12 Sep-12 Nov-12 Jan-13 Mar-13 May-13 Jul-13 Sep-13 Nov-13 Jan-14 Mar-14 May-14 Jul-14 Sep-14 Nov-14 Jan-15 Mar-15 May-15 Jul-15 Sep-15 Parties FB posts history GE 2011 Hougang By-election Punggol East By-election Budget National Day Budget Presidential Address LKY Passing GE Embargoed until delivery on 4 November 2015 Engaging Minds, Exchanging Ideas 14
17 What the trend line says Spikes during events: eg, budget debate and national day PAP started before GE2015 (from 2013) SDP also but less intensely RP generally active but less than PAP WP active during events, budget NSP not active Embargoed until delivery on 4 November 2015 Engaging Minds, Exchanging Ideas 15
18 Websites features count Party Information (21) Basic party info Election information (7) Mobilisation (8) Community (8) Social Media integration (3) Interaction (6) Candidates, constituencies, rallies Getting voters to act Creating support communities Features to Follow, links across channels Channels to , chat Embargoed until delivery on 4 November 2015 Engaging Minds, Exchanging Ideas 16
19 Websites feature count PAP RP SDP WP NSP Party Information Election information Mobilisation Community Social Media Integration Interaction Overall (of 53 items) Embargoed until delivery on 4 November 2015 Engaging Minds, Exchanging Ideas 17
20 Parties understanding of SM (subjective judgement) Look & Feel Ease of Navigation Dynamic Messaging Buzz PAP P P PP Social Wall, Constituency O Messengers WP P P O PP SDP P P P RP P P O O Became CSJ- centred O Splintered, Unclear NSP O P O O P = GOOD, O = OK, = Bad Sim Ann (O) Chee Hong Tat (O) DPM Tharman (P) PM Lee (P) Low Thia Khiang's Teochew speech (P) PAPPY (P) Behind the man (P) Ji Ba Ban (P) M. Ravi's "Vote for the PAP" (O) Choong Hon Heng's "Boo to the PAP" (O) Embargoed until delivery on 4 November 2015 Engaging Minds, Exchanging Ideas 18
21 Dynamism: PAP, SDP Content tailored to voters Pop-up video on SDP s front page. Embargoed until delivery on 4 November 2015 Engaging Minds, Exchanging Ideas 19
22 Dynamism Embargoed until delivery on 4 November 2015 Engaging Minds, Exchanging Ideas 20
23 Clear messaging Embargoed until delivery on 4 November 2015 Engaging Minds, Exchanging Ideas 21
24 Embargoed until delivery on 4 November 2015 Engaging Minds, Exchanging Ideas 22
25 Impact Embargoed until delivery on 4 November 2015 Engaging Minds, Exchanging Ideas 23
26 Top posts on Facebook Likes Comment Shares 7, ,438 Mr Tharman Shanmugaratnam explains about our tax system and how it has benefited our middle income and low income residents in Singapore [...] Listen to the end about whether GST will be increased in the next 5 years. Embargoed until delivery on 4 November 2015 Engaging Minds, Exchanging Ideas 24
27 7, ,771 Embargoed until delivery on 4 November 2015 Engaging Minds, Exchanging Ideas 25
28 Chee Soon Juan: I've been waiting for tonight when I will finally get the chance to address my fellow Singaporeans again after 15 long years. 4, ,218 Embargoed until delivery on 4 November 2015 Engaging Minds, Exchanging Ideas 26
29 2, ,116 Embargoed until delivery on 4 November 2015 Engaging Minds, Exchanging Ideas 27
30 ,384 Video: Foreigner caught distributing PAP Election Material in Tampines! Embargoed until delivery on 4 November 2015 Engaging Minds, Exchanging Ideas 28
31 Parties FB followers (2011, 2015) Size of bubble= no. of followers in 2015 Embargoed until delivery on 4 November 2015 Engaging Minds, Exchanging Ideas 29
32 Twitter: PAP, WP highest Embargoed until delivery on 4 November 2015 Engaging Minds, Exchanging Ideas 30
33 Viral Videos Views Candidate Location/Date Description of video Views Platform PM Lee Hsien Loong Sim Ann Dr Chee Soon Juan UOB Plaza, Lunctime rally, 8 Sept Commonwealth Ave, 7 Sept Choa Chu Kang Stadium, 3 Sept DPM Tharman Petir Road, 5 Sept "So long as PAP is around, no one can knock it down" 400K FB "Chut pattern" 450K FB Dr Chee's comeback speech "We see through promises that are false promises" 224K 294K YouTube FB Low Thia Khiang Hougang, 2 Sept In Teochew: "[To the government], I have tolerated you for so long" 327K YouTube Embargoed until delivery on 4 November 2015 Engaging Minds, Exchanging Ideas 31
34 Ratings (Mothership) Downloads (Android) Rankings (iphone) Mobile Apps: Not so good PAP4SG Source: Mothership, App Annie, CNBC Workers Party News 3.5/5 2.5/5 1,000 5, Upside Sticker cam Up-to-date info Downside Lack-of instant news Developer Big 3 Productions Fuzzy images NA Embargoed until delivery on 4 November 2015 Engaging Minds, Exchanging Ideas 32
35 Assessment From unfulfilled potential in 2011 to better fulfilled but still not enough Ranking order: 1. PAP: all-rounder most no. of likes, started early, updated most frequently, apps 2. WP: Strong on Facebook, but not in website, clear and unified messaging, apps 2. SDP: CSJ-factor, policy-driven, strong, powerful videos 3. RP: A-team driven, largest increase in Facebook followers, populating social media, pledge message unclear 4. NSP: Social media reflects party problems Embargoed until delivery on 4 November 2015 Engaging Minds, Exchanging Ideas 33
36 Users of party, candidate media (from survey) Demand 2015: 60% use; 26% use > once a day Demand 2011: 24% use Summary: 1. Slight more young, male 2. More educated, higher income 3. Late decision makers 4. More engaged: knowledge seeking: interest, participation, super consumers 5. Media critical Embargoed until delivery on 4 November 2015 Engaging Minds, Exchanging Ideas 34
37 At the polling booth: Social media or other factors? Rank %+/- National vote share % of votes in contested seats 1. PAP WP SDP RP NSP Embargoed until delivery on 4 November 2015 Engaging Minds, Exchanging Ideas 35
38 Final words Parties can be more engaged, continually engaged, social media savvy, aware of who their supporters are: There is a demand for info Need to expand beyond election-only media campaign Online media is only part of a clear campaign strategy Embargoed until delivery on 4 November 2015 Engaging Minds, Exchanging Ideas 36
39 Please check slides against delivery Embargoed until delivery on 4 November 2015 Engaging Minds, Exchanging Ideas 37
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