GPG analysis of the online conversations surrounding the Republican and Democratic National Conventions

1. Election 2016 – RNC & DNC Recap
August 3, 2016

2. PAGE 2
A B O U T G P G ’ S D I G I TAL L A N DS CAP E A N A LYS IS
A digital landscape analysis is used to understand who, what, when, and where things are being
discussed online. It is recommended to inform strategic communication strategies and follow ongoing
trends in coverage.
It is conducted online using online media analysis tools to evaluate publically available social and
digital media.
• Driven by topic, not audience
• Media evaluated is based on statistically relevant samples (95%-99%) to ensure the most accurate
depiction
About This Digital Scan: For analysis of the Republican and Democratic national conventions, we
captured data from July 16-24, 2016 and July 23-31, 2016, respectively, and examined online news
media, blogs, forums, multimedia channels and social networks.

3. PAGE 3
K E Y F I N D I NGS
More conversation surrounding DNC than RNC
Although the RNC drew more traditional TV viewers, the online conversation about the DNC
was significantly larger than the online conversation about the RNC.
Party unity a key narrative in both conventions
Both conventions attempted to portray a cohesive image, but both had moments of vocal
opposition. Some online conversations encouraged disillusioned partisans to unite, while
others reiterated distaste for their party’s candidate.
Nominees outshined by opening night speakers
Although conventions are typically thought to build to a crescendo throughout the week, the
most talked about speeches for both parties occurred on the first night. Melania Trump and
Michelle Obama’s speeches were both discussed more than Donald Trump or Hillary Clinton’s.
6,625,381
9,357,400
RNC DNC
Melania
191,532
Michelle
195,271Donald
180,558
Hillary
177,324
RNC DNC

4. PAGE 4
R N C C O V E RA GE P E A K ED F O L L OWI NG D AY S 1 A N D 4 . S E N T I MENT
WA S E V E N T H RO UGHO UT W E E K
Negative
52.3%
Positive
47.7%n= 6,625,714
567,421
1,777,636
1,059,667
1,148,286
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
7/16/16 7/17/16 7/18/16 7/19/16 7/20/16 7/21/16 7/22/16 7/23/16 7/24/16
Day 1 Day 2 Day 3 Day 4
Melania Trump’s speech
critiqued for plagiarism
Trump’s speech discussed
extensively
• Negative mentions largely focused on
thematic, and tonal critiques.
• Popular speeches such as those by theTrump
family attracted positive attention.

5. PAGE 5
D N C S AW A M O R E E X PA NSI VE A N D P O S I T IVE O N L INE
D I S C US SIO N
Negative
38.1%
Positive
61.9%
n= 9,357,400
836,401
2,858,819
1,406,973
2,084,519
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
7/23/16 7/24/16 7/25/16 7/26/16 7/27/16 7/28/16 7/29/16 7/30/16 7/31/16
Day 1 Day 2 Day 3 Day 4
• Negative mentions largely focused on
divisions within the party.
Some Sanders
supporters walk out of
convention #Demexit
Day 3 speeches by Kaine, Bloomberg,
Biden and Obama catalyze conversation
• Popular speeches like Michelle’s generated
positive conversations.

6. PAGE 6
T R U M P A N D FA M I LY W E R E F O C U S O F R N C C O N V E RSAT ION W HILE
O B A M A A D M I NI STRAT ION WA S K E Y F O R D N C
Most CommonRNC Topics:
• Overwhelming portionof conversationabout Trumppersonally, and his family
members
• Limited discussion of other candidates who spoke suchas BenCarson and
Ted Cruz
• Melania and Ivanka Trump,andLaura Ingraham among most mentioned
speakers
Most CommonDNC Topics:
• Compared to RNC, more diverse conversation, not as concentrated on
nominee
• Bernie generatedmore conversationthanany failed Republican competitor at
the RNC
• Large share of conversationwas surroundingelectedofficials like Pres.
Obama, Sen. Warren, andSen. Sanders

7. PAGE 7
PA R T Y U N I TY A N D E L E C TE D O F F IC IAL S T O O K C E N TE R S TA GE AT
D N C W H I L E T R UM P WA S F O C A L P O I N T F O R R N C
Popular HashtagsDuringDNC:
• #dncleaks was usedto draw attentionto the DNC email scandal
• #feelthebernand#imwithher reveal theon-goingbattle for party unity;
other related hashtags include#uniteblueand#bernieorbust
• Even thoughDNC only had 50% more mentions,the topDNC
hashtags were used 200%to 300% more often than RNC hashtags
105,460
107,584
234,183
346,397
#feelthebern
#hillaryclinton
#imwithher
#dncleak(s)
Popular HashtagsDuringRNC:
• Trump was the center of attention in various hashtags
• As evidenced by #NeverTrump, some Republicans still wary of nominee
• Overall theme of convention, Make America Great Again(MAGA), was
discussed throughout theanalyzedtime frame
60,139
73,486
105,158
111,781
#maga
#nevertrump
#trump
#trumppence16

8. PAGE 8
T H R E E T R U MP FA M I LY M E M BE RS W E R E A M O NG F O U R M O S T
TA L K ED A B O U T S P E A KERS AT R N C
191,532mentions
Briefly applauded following the speech, mentions of
Melania Trump quickly turned to ridicule and criticism
due to allegations of plagiarism of Michelle Obama’s
2008 speech.
Melania Trump
Ted Cruz
Received mixed reviews online,with Trump supporters
strongly criticizing the speechand detractors applauding
Cruz and calling him “likable for once.”
190,866mentions 96,542 mentions
Produced less mentions, but was applauded as one of
the convention’s top performances. It was also
regarded as liberal and focused on women.
Ivanka Trump
Donald Trump 180,558mentions
Headlined Day 4, and caused a serious spike in
coverage immediately thereafter. Donald Trump
applauded for a safe conventionand ties with law
enforcement.

9. PAGE 9
AT D N C , E A C H N I G H T’S K E Y NOT E S P E A KER D O M I NATE D
C O N V ER SATI ON W I T H M I C H EL E O B A MA’ S S P E E CH O N T O P
195,271mentions
Most mentioned DNC speaker online, Michelle’s
speech was received positively onlinewith some
sarcastic mentions of plagiarism.
Michelle Obama
Barack Obama
Reactions toBarack Obama’s speechwere more positive
than negative: from gratitude for serviceand calling him
the best President to applausefor mocking Donald
Trump. Some criticisms of his presidency.
186,062mentions 177,324mentions
Fourth most popular DNC speaker onlineand themost
negatively regarded of the top four. Most negative
narratives were around corruptions and alleged
crimes. Donald Trump’s criticism received positively.
Hillary Clinton
Bernie Sanders
185,769mentions
Bernie Sanders’ speechfueled the debateaboutunity
online, with most urging for unity and criticizing the
“Bernie or Bust” movement. Some Bernie supporters
still criticizing Hillary as the nominee.

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Our in-house research team is a data and insight-driven outfit. We employ cutting-edge research
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