This document discusses using social media analytics to analyze political campaigns in Vermont. It provides statistics on candidate followers on Twitter, participants in conversations about the candidates, and how those participants correlate with being a follower of one or both candidates. Key metrics are presented such as the number of followers each candidate has, the percentage of conversation participants that follow each candidate, and lists of the most prolific and most followed participants in discussions.

1. Social Media Analyticsand Vermont Political Campaigns WAW October 12,2010

2. Admin #waw #btv #vtgov @epikdave @gansettbeer @156bistro @hearforward Me Sean Hurley sean@hearforward.com Facebook.com/seanphurley @seanphurley what we’re going to talk about: #vtgov, @briandubie, @petershumlin, #fb, #twitter, @klout, 10/14/2010 2

3. hearforward Get Data Index Data Mine Data Present Data Oracle vs. the API Integration Interactive Marketing Applications Best Practices 10/14/2010 3

5. 46% are on Facebook

6. 2% are Fans of XXXXXXXXIf a subscriber is also a Fan, they are significantly more likely to be marketable

7. Sentiment = Sales There a very strong correlation (0.80) between the hearforward Sentiment Index and ------’S daily consumer revenue 10/14/2010 5

8. Email Acquisition vs. Twitter Volume and Sentiment Volume and Tonality of Twitter Mentions of ---- from 5/4-5/20 On average, there are 7x as many daily ---- mentions on twitter as there are emails acquired 10/14/2010 6

9. Social Media! 10/14/2010 7

10. By the numbers 10/14/2010 8 *from compete.com

11. Gubernatorial Followers 1,557 twitter users follow at least one of the candidates (collectively, Gubernatorial Followers) 15% follow both candidates 6M twitter users in the second level-network of all Gubernatorial Followers Overlapping 15% are poorly followed 10/14/2010 9 4,230 followers/ user 1,340 followers/ user 4,260 followers/ user

12. Conversation Participants,by Candidate Follow Status 1,589 twitter users with 3,873 in-topic updates, of which 180 are RTs (4.6%) Most participants are not following either candidate 70% of @briandubie’s participating followers are also following @petershumlin Just 37% for @petershumlin 10/14/2010 10 As a % of Participants that are also Gubernatorial Followers, “Participating Followers”

13. Conversation Participant Metrics,by Candidate Follow Status 10/14/2010 11

14. Most Prolific Participants 10/14/2010 12

15. Most FollowedParticipants 10/14/2010 13