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
• Driven by topic, not audience
• Media evaluated is based on statistically relevant samples (95%-99%) to ensure the most accurate
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.
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.
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
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
• Negative mentions largely focused on
thematic, and tonal critiques.
• Popular speeches such as those by theTrump
family attracted positive attention.
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
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.
supporters walk out of
Day 3 speeches by Kaine, Bloomberg,
Biden and Obama catalyze conversation
• Popular speeches like Michelle’s generated
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
• Limited discussion of other candidates who spoke suchas BenCarson and
• Melania and Ivanka Trump,andLaura Ingraham among most mentioned
Most CommonDNC Topics:
• Compared to RNC, more diverse conversation, not as concentrated on
• Bernie generatedmore conversationthanany failed Republican competitor at
• Large share of conversationwas surroundingelectedofficials like Pres.
Obama, Sen. Warren, andSen. Sanders
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
• #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
• 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
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
Briefly applauded following the speech, mentions of
Melania Trump quickly turned to ridicule and criticism
due to allegations of plagiarism of Michelle Obama’s
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.
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
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
Most mentioned DNC speaker online, Michelle’s
speech was received positively onlinewith some
sarcastic mentions of plagiarism.
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.
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.
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.
1025 F Street NW, 9th Floor
Washington, DC 20004
121 East 24th Street, 10th Floor
New York, NY 10010
202.337.0808 | GPG.COM
The Glover Park Group is a leading strategic communications and government affairs
firm. GPG offers an integrated and complementary suite of services to plan, build and execute all
manner of communications tactics, campaigns and programs.
Our in-house research team is a data and insight-driven outfit. We employ cutting-edge research
methodologies, from digital analytics to quantitative and qualitative opinion research, to help our
clients understand where the conversation begins and, more importantly, how we can influence it.
For more information about this presentation
or to find out more about GPG’s research capabilities contact:
Jason Boxt (firstname.lastname@example.org) or
Chris Gallup (email@example.com)
Parece que tem um bloqueador de anúncios ativo. Ao listar o SlideShare no seu bloqueador de anúncios, está a apoiar a nossa comunidade de criadores de conteúdo.
Atualizámos a nossa política de privacidade.
Atualizámos a nossa política de privacidade de modo a estarmos em conformidade com os regulamentos de privacidade em constante mutação a nível mundial e para lhe fornecer uma visão sobre as formas limitadas de utilização dos seus dados.
Pode ler os detalhes abaixo. Ao aceitar, está a concordar com a política de privacidade atualizada.