COVID-19: Sample Reporting - NEW ZEALAND Market Report by Ipsos
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COVID-19: Sample Reporting Market Report by Ipsos Market: NEW ZEALAND © Ipsos | SIA COVID-19 2020 |
BENEFIT/ USEAGE: All or
some topics can be
covered in the report
depending on immediate or
COVID-19 Social Media Intelligence Report future needs.
1. CORONAVIRUS 2. AUTHORITIES 3. ECONOMIC 4. ACTIONS 5. TRAVEL 6. PEOPLE
• Deaths • Local Government • General Economic • Wearing Masks • Airports & • HealthCare
• Symptoms • Healthcare Service Outlook • Vaccination Aeroplanes Professionals
• Quarantines • WHO • Trading • Improved Personal • Travel Restrictions • Family
• New Cases • Chinese • Share Prices Hygiene • Public Transport • Friends
Government • Working from • Taxis
home • Travel Insurance
2 © Ipsos | SIA COVID-19 2020 |
01. Key Metrics 3 © Ipsos | SIA COVID-19 2020 |
BENEFIT/ USEAGE:
Tracking Australian
volumes in comparison to
APAC or Globally. This can
CORONAVIRUS: Conversation Volumes In Context be done for all the Topics
collected in the report.
In terms of volumes the trajectory for 5000 45000
VOLUME COVID19 TOTAL
references to Authorities and 4500 40000
4000
VOLUME TOPICS
Economic impact are the highest, 35000
3500 30000
while Actions and Travel are almost 3000
25000
on par. 2500
20000
2000
In the last week volumes have 1500 15000
escalated noticeably, by a factor of 1000 10000
x2 500 5000
0 0
Coronavirus Actions Authorities Economic
Other Diseases People Travel
Source: Synthesio, January –March 2020 NZ
4 © Ipsos | SIA COVID-19 2020 |
BENEFIT/ USEAGE: Provides a view
across a range of social channels –
Twitter, Facebook, Instagram, Blogs,
Forums, YT. These can also be filter by
CORONAVIRUS: Influencers topics of interest such as TRAVEL or
ACTIONS TAKEN
Its is possible to track those who are
communicating and publishing on COVID,
either by channel of social media and / or by
topics/ ranking by mentions or influencer
status.
In terms of the results we see for Twitter,
Stuff, NZ Herald and 1 News are the most
prolific, with Stuff also rated #1 in terms of
their influencer ranking. However, NZ Herald
has a following which is well above Stuff or 1
news.
Of interest are the follower numbers for the
actor Jermain Clement, who by comparison
to the main news channels has a lower
number of COVID posts, but his following is
>400k
Source: Synthesio, January –March 2020 NZ
5 © Ipsos | SIA COVID-19 2020 |
BENEFIT/ USEAGE: track the key
posts, volume and interactions across
NZ. This may be locally shared content
or it may come from overseas and
CORONAVIRUS: Top Interactions (healthcare lens) shared with Kiwis.
Source: Synthesio, January –March 2020 NZ
6 © Ipsos | SIA COVID-19 2020 |
BENEFIT/ USEAGE: Provides a view
on those topics of interest and how they
are linked. Top words are found by
tokenising mentions, removing stop
CORONAVIRUS: Network Mapping words & words from queries, then
counting frequency for each token
(word).
The referencing to ‘outbreak’ is
currently the most intense and the
most interconnected across the
volumes analysed.
In comparison words connected to
the PM are more singular and
focused in nature – talking to the
confirmed cases and the measures
being taken
Source: Synthesio, January –March 2020 NZ
7 © Ipsos | SIA COVID-19 2020 |
04. Actions Taken 8 © Ipsos | SIA COVID-19 2020 |
BENEFIT/ USEAGE:
Tracking Australian
volumes in comparison to
APAC or Globally. This can
ACTIONS: Conversation Volumes In Context be done for all the Topics
collected in the report.
In terms of volumes related to
actions that could be taken, Australia
is one of the key markets in APAC
where this type of conversation is
taking place. Most of the volumes
relate to ‘wearing a mask’ and the
development of a vaccine, while
‘working from home’ and ‘improved
personal hygiene’ is currently
experiencing less topically based
conversations.
Source: Synthesio, January to February 27th, APAC
9 © Ipsos | SIA COVID-19 2020 |
BENEFIT/ USEAGE:
Tracking Australian
volumes associated with
sub topics, such as Actions
ACTIONS: Conversation Volumes In Context Taken (masks/ hygiene/
vaccinations or WFH).
Drilling down into Australia only, the
share of voice for actions taken
coverage is focused predominantly
on the wearing of masks, at a ratio
of nearly 5:1 when compared to
personal hygiene.
At this stage the focus of personal
protection is centred on the physical
barriers which can be put in place,
rather than what may need to be
implemented into daily routine/ best
practise with individual hygiene.
Source: Synthesio, January to February 27th, 2020 n=221k, Australia ONLY
10 © Ipsos | SIA COVID-19 2020 |BENEFIT/ USEAGE: Reviewing the
history of conversations, comparing
to the total volumes, or to other sub
topics of interest. Key peaks and
ACTIONS: Conversation Volume Trend lightbulb moments called out to
illustrate the triggers. Assess impact
of communications made in terms of
the overall volume
In context, total volumes of overall 80,000 700
Volume: COVID-19 Personal Hygiene
“Masks won’t really do
“Health authorities are much if people aren’t
COVID-19 conversations numbered 70,000 continuing to investigate washing their hands with
600
two cases of coronavirus soap and after..cleaning
221k as at the 27th of February 2020 for in NSW while three men surfaces. Hygiene is
60,000 who have been paramount...” 29 Jan’20
Australia. 500
diagnosed with the
Volume :COVID19- ALL
50,000 deadly viral infection
Of those, a relatively small proportion remain isolated in 400
hospital NSW Health on
40,000 Sunday” 26 Jan’20
(1% or 2248) pertained to Personal 300
30,000
Hygiene.
200
20,000
The most notable peak over this time
10,000 100
was seen from w/c 22nd Jan – 5th Feb,
2020. The lift was primarily fuelled on - 0
from the 26th Jan with news coverage of
the cases of the virus identified in NSW,
and ensuing conversations about ways
Coronavirus _ALL Coronavirus _Personal Hygiene
to protect oneself from the spread of the
virus. Source: Synthesio, January to February 27th, 2020 n=221k, Australia ONLY
11 © Ipsos | SIA COVID-19 2020 |BENEFIT/ USEAGE: Review where
the conversations are taking place;
identify the social channels of choice
for release of communications;
ACTIONS: Conversation Sources targeting forums or look for white
space to stand out.
The main source of social media activity
for ‘actions taken’ is taking place across
Twitter and Facebook. Forums are of a
lower ranking in terms of volume.
Of those more person to person based
interactions, forums such as Yahoo
Australia Answers, OzBargain and
Essential Kids/ Baby Forums/ Bub Hub
(parenting sites) are the most prominent.
This would suggest in addition to general
circle forums, parents are reaching out to “We did but travel insurance wouldn’t cover the cost of lost tickets and accommodation, I was pretty annoyed with the
their known trust circles to discuss and airline because they were still flying in and out of China until Feb 9th, we left on Feb 11th, noticeably less Chinese on the
connecting flight, still quite a few at the Abu Dhabi airport with most of them in masks We just didn’t touch anything if we
ask questions about COVID-19 and what could help it, double washed our hands then used hand sanitiser afterwards, doesn’t help with it being able to be
can be done to protect their families contracted through air particles, but we did what we could. They’re probably starting to take it a bit more seriously in Europe
especially when travelling. now with what is happening in Italy in the last day or two”
Source: Synthesio, January to February 27th, APAC
12 © Ipsos | SIA COVID-19 2020 |BENEFIT/ USEAGE: Identify key
words being used to know what is
being said; review over time to see
how the narrative is changing; flag
ACTIONS: Conversation Personal Hygiene words for use in comms or targeted
search.
Most of the words currently being
cited are neutral in nature, due to the
news like coverage of the activity.
In addition to masks, key words such
as ‘hands’, ‘washing’, ‘wash’ are very
common.
Source: Synthesio, January to February 27th, 2020 n=221k, Australia ONLY
13 © Ipsos | SIA COVID-19 2020 |BENEFIT/ USEAGE: Surface more
detailed conversations in the words
of Australians; gauge the tone/
emotion/ need from what they are
ACTIONS: Conversations Personal Hygiene actually saying and align with stated
results from quantitative findings to
provide more context.
Posts originating locally and also from “Main message repeated numerous times at a staff “How about schools pre-emptthepandemic with some
overseas are being shared, suggesting that forum yesterday.. "Wash your hands. Don’t touch good hygeine habits for kids, start practicing what they
advice is being sought from a range of your face. Wash your hands Don’t touch your face." preach, and gettingthekids towashhands before they
#coronavirusaustralia #CoronaVirusUpdates” eat? Note that this handwashing recommendation is
touchpoints.
also onthe@DETVicCoronaVirus handout.”
In addition to ‘washing’ references also seen “Some tips on protecting yourself & others from the “So apparently it would be a great help
to :- flu and #CoronavirusOutbreak: -Wash yourhands A tothe#CoronavirusOutbreak if wewashourhandsa lot.
lot. -Avoid touching your eyes, nose & mouth. -Get a Finally. 20 years of #OCD has done nothing
• Avoiding contact with eyes, nose, mouth flu shot. -Stay home if you are sick. -Don’t buttrainme for this EXACT activity - only this time I
(face) discriminate against Asian Americans. have a legitimate justification”
#coronavirususa”
• Using soap & water, frequently or double “On #Coronavirus. Washing your hands regularly
with water and soap is one of the first defenses
washing “Stay Healthy Eat right, get enough sleep, take in against #coronavirus Video clip: @unicef”
vitamin C, exercise, expand your lungs, take walks.
• Keeping the immunity strong through “Coronavirushas now spread 2 every continent except
use stairs instead of lifts. Wash your hands
healthy eating and exercise. Antarctica Maybe there should be more emphasis on
often,wash your veggies, stay away from 5G... We
curbing travel better hygiene & less interaction of
got this... Stay strong.”
• Change the use of masks if they are travellersTourism isn't worth getting sick or dying over
Wash your hands often Change wet masks”
damp/ wet
Source: Synthesio, January to February 27th, 2020 n=221k, Australia ONLY
14 © Ipsos | SIA COVID-19 2020 |BENEFIT/ USEAGE: Look at which
posts have resonated the most; what
are the volumes; are they local or from
overseas markets; what is being said;
ACTIONS: Top Interactions/ Posts how is it being creatively communicated
(visual/ picture/ tone). Target all/ specific
health units across Australia to assess
the relative impact/ success.
Post shared aiming to attract attention to poor
hand washing habits of Australians.
Posts shared from NY Times High level of posts shared
here in Australia. from Queensland Health with
a 4 step prevention process
Source: Synthesio, January to February 27th, 2020 n=221k, Australia ONLY
15 © Ipsos | SIA COVID-19 2020 |BENEFIT/ USEAGE: Compares all the
sub topics in the one place; align what
is lifting and why in context to the other
sub topics to look for linkages in
ACTIONS: Trends Landscape Evolution Over Time consumer conversations.
Improved Personal Hygiene:
remained relatively flat by
comparison to other actions taken.
Working From Home saw a
decrease of mentions between early
February & mid February by 88%
Vaccination on the other hand saw
an increase of mentions between
mid January & end of January by
626% on the back of news about the
Australian development of the virus,
with a view to finding a vaccine.
Source: Synthesio, January to February 27th, 2020 n=221k, Australia ONLY
16 © Ipsos | SIA COVID-19 2020 |BENEFIT/ USEAGE: Co-mentions look
at the topics/ sub topics and the
relativities between the frequency of
words used.
ACTIONS: Trends Landscape
The most co-related mentions are
those of Improved Personal Hygiene
being mentioned at the same time as
Wearing a Mask. In 22.97% of the
357 conversations about Improved
Personal Hygiene and Wearing a
Mask are mentioned at the same
time
Source: Synthesio, January to February 27th, 2020 n=221k, Australia ONLY
17 © Ipsos | SIA COVID-19 2020 |BENEFIT/ USEAGE: Keep pulse of
publishers; influences and organisations
who are publishing and responding.
Individuals can also be tracked such
ACTIONS: Influencers – Twitter State or Federal Ministers; health
professionals. Metrics included
Influencer Ranking; volume of activities;
Evaluation of Key People interactions; followers.
Currently there is a mixture of individuals and
news outlets which form the top listing of top
mentions.
Of note Andrew J Phelan, the Director of
MedCare Asia Pacific (based in Melbourne and
Singapore). The latter is achieving strong level
of interactions for posted activities, has a
significant follower base and as a result
delivering notable media impact, exceeding that
of news.com.au.
“@GeorgiHill10 @Sandra_Sully @10NewsFirstQLD I know
Hendra not related jus wanted to rule out from the story of the
Hendra vaccine being trialled for the new coronavirus which I
think you’ve answered“
“How ‘comprehensive’ . Did you see the other piece I think it
was called ‘Australian Government busting a gut to get people
out of Wuhan pandemic epicenter’ or the other one ‘Aussie
clinicians working over time in race for vaccine’ I guess not”
Source: Synthesio, January to February 27th, 2020 n=221k, Australia ONLY
18 © Ipsos | SIA COVID-19 2020 |You can also read
