Smart Political Social Media Use Changes Newark, NJ Election
A Campaign Reaches All Its Constituents Stephanie Noble acted as the Director of Social Media Outreach to the understaffed and underfunded Darrin Sharif for Newark, New Jersey Central Ward Council political campaign. The goal was to effectively reach a diverse constituency via social media to battle the well-funded incumbent, Charles Bell who had the support of Brick City's Mayor, Cory Booker. By implementing Noble's strategy, the candidate’s Facebook friends increased 120%, fans by 320%, Twitter followers by 475%, and Twitter hashtag mentions tally over 200. Favorable articles were bookmarked on Digg 22 times, 17 on Yahoo! Buzz’s, and linked from many facebook profiles. Bit.ly, a url shortener, was strategically used to gauge message penetration within different audiences, including Spanish-language homes. FourSquare.com was used as a public relations tool to demonstrate the candidate’s presence in the neighborhood and support of local businesses. Analytics were constantly monitored to make more informed decisions. ...
e-GOTV. Is it Real? Digital Strategies for e-Political Campaigning
Ingrid Koehler wrote about our work for Newark, New Jersey Central Ward Councilman, Darrin Sharif, in her piece "Social beats cash: a local campaign case study". We appreciate that she credits us with the first use of Foursquare, a geo-tagging application that integrates with Twitter and Facebook easily, for political campaigns that she's seen. She expressed to her readers that they "probably need to take it all with a teeny grain of salt" and there are questions she "would ask about ROI of certain tools." Fair enough. Let's begin to explore the topic. I responded to her that: I appreciate the recognition and welcome the opportunity to discuss the ROI of tools I used during the campaign. In traditional Get Out The Vote campaigns the team has formulas for determining a "committed voter." They know how many touches are needed. I simply added a digital component to the "touch." What's better is ...
5 Questions Asked by Pharma Marketers Exploring Sentiment Analysis
These are some of the questions we're asked and the answers we provide to potential partners and clients in pharmaceutical and healthcare marketing who are exploring the benefits of sentiment analysis for their organization and/or brand. Q. What kind of sites will we look at and why? A. We have a strong focus on social networks that encourage forums and discussion boards. We also pull from topic-focused blogs which allow viewers to post comments and responses to article postings. Q. Why do pharmaceutical companies need to analyze sentiment? A. Pharma needs to understand the “voice of the consumer.” There are implications for marketing and advertising strategy, product development, physician sampling etc. Q. What is your process for determining sentiment? A. Combination of automated natural language processor, scoring (sentiment, brand relevancy, source/impact), and human analysis. Q. Why not just count good and bad words? A. "That approach fails to capture the subtleties that bring human language ...
Pharma Sentiment Surprise! – Analysis of Online Conversation Yields Unexpected Results
Part of a complete social media monitoring and online brand reputation management campaign is sentiment analysis of online conversation. This analysis may be focused on key influencers, thought leaders, competitive comparison, or consumer perception. My company has conducted such campaigns, one in particular included measuring the social media sentiment of an online audience of people living with Epilepsy. Specifically, we targeted conversations related to the drug Vimpat. For this campaign, we defined relevant metrics and benchmarks, located the audience on various social network platforms (including Ning, treatment centered blogs, and health forums), monitored conversation and determined sentiment as it pertained the brand, the competition, and the system (including the brand's method of delivery). We found that patients are comfortable talking about which medications work, which don't, their struggles with health insurance companies and medicaid coverage for certain treatments, and other related issues. This sentiment analysis program within the ...
