"FINGER ON THE PULSE" - Decision ...
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Decision
through
Holistic
Intelligence
“FINGER ON THE PULSE”
QUEENSLAND LEADERSHIP
Real-time Decision Intelligence and Awareness of
the top trending Topics, Sentiment and Emotions of
Queenslanders towards Leadership
Duration of analysis
5 May 2020 > 4 June 2020
TABLE OF CONTENTS
01. Report scope
02. Insights summary
03.1 Top/Key Phrase Analysis
03.2 Top topics - posts
03.3 Chatter Timeline
04.1 Emotion Timeline - Annastacia Palaszczuk
04.2 Emotion Allocation - Insights
05.1 Emotion Timeline - Deb Frecklington
05.2 Emotion Allocation - Insights
06.1 Network of Influencers
06.2 Network of Influencers - insights
Decision through Holistic Intelligence Privileged and Confidential, not to be copied or redistributed Page 2
01. QUEENSLAND LEADERSHIP
INSIGHTS SUMMARY
5 MAY - 4 JUNE
REPORT SCOPE
1. This sample report on Queensland Leadership is a collection of data from a pilot
campaign that was setup as a test
2. This report and campaign is to showcase DHI’s potential of the capability and service
offering
3. Report contains a partial view of the insights and offering, a full campaign will provide
insights and analysis that are multiple layers deeper
4. The data collected from this pilot campaign is a sample data set to show the potential of
the capability.
5. Current data-set is indicative of the conditions, and should not be taken as fully
representative of the actual trending Topics, Sentiment, Emotion, associated with the topic,
as it does not contain the full data set and has not been through the necessary rigour to
ensure data quality
6. For a fully accurate representation of the topic, an actual campaign will need to be
commissioned and analysed.
Note: Data does not include some Facebook, Instagram information at this stage, but a typical
campaign will include all information from all social media channels
Decision through Holistic Intelligence Privileged and Confidential, not to be copied or redistributed Page 3
02. QUEENSLAND LEADERSHIP
INSIGHTS SUMMARY
5 MAY - 4 JUNE
INSIGHTS SUMMARY - LEADERSHIP TOTAL MENTIONS
27,840 mentions
1.’NAZI’ POST 2.LOTS OF CHATTER, BUT… 3.BORDER STORY
The ‘Nazi’ post by Andrew Laming The Premier significantly dominates The border closure is the trending
dominated the chatter during this the chatter volume over the period narrative this past week (leading up to 4
period, with more than 50% of the with 86%. This is positive from an June). This discussion is close to 20% of
chatter related to this topic. This Awareness perspective, however the chatter volume, but climbing rapidly.
was an Emotionally Involved topic from an Emotional Involvement Emotionally, it is very intensive. At
as well, with over 40% of people perspective, the Premier does not present, nearly 65% of people have
feeling Anger or Disgust towards command the same dominance. negative emotions towards the closure,
the post, and 28% feeling Sadness People are Emotionally fickle about while 27% feel positive towards it.
towards the Premier. The duration the two Leaders, with a lot of
of the Emotions and Chatter fluctuating Emotions. Opportunity:
extended beyond the average, • If the borders are to remain closed, a
lasting for more than 1 week. Opportunity: clear ‘Opening the Border’ strategy
• People are influenced by the party needs to be communicated concisely
Opportunity: that dominates the Emotional and repeatedly to reduce the Anger
• As this is an Emotionally charged Involvement positively. A steady and Fear of uncertainty that drives
post/topic, expect this post to flow of posts that creates positive Emotions.
resurface as we near the election Emotions, and managing the
campaign period. Preparations negative Emotions posts, will
will need to be done to influence level out the Emotional
the Emotions when it does fluctuation, thus creating a more
appear. predictable situation.
Decision through Holistic Intelligence Privileged and Confidential, not to be copied or redistributed Page 4
03.1 TOTAL MENTIONS
27,840 mentions
QUEENSLAND LEADERSHIP
INSIGHTS SUMMARY
TOP/KEY PHRASE ANALYSIS 5 MAY - 4 JUNE
1. Backlash from Nazi Uniform post Recent trending post that shows Annastacia Palaszczuk in a nazi uniform has dominated social media
in the past month, with more than half the chatter. Ranging from request for apologies to blaming Andrew Laming. The chatter around
this post lasted for more than 1 week.
2. Border Closure Trending chatter about Queenslands border closure, especially the exchange between NSW and Queensland Premiers
3. Media Propaganda before Elections chatter about how media is trying to influence October election outcomes
Top Topics for Queensland Leadership 5 May - 4 June
Post that pictured Annastacia Annastacia Palaszczuk 's Polish grandpa was interred in a Nazi camp. Her Polish grandma was forced to strip 57.5%
Palaszczuk in a Nazi Uniform has naked at gunpoint for the Nazis to use for sex. Yet Federal Liberal Member for Bowman, Andrew Laming MP,
received heavy backlash thinks it's OK to post a photo of her in a Nazi uniform. https://t.co/5GJMCrueKL
RT @anonymous Premier Annastacia Palaszczuk is the daughter of former Qld minister Henry Palaszczuk who
was persecuted by the Nazis. It's total BS Andrew Laming didn't know. #qldpol #auspol https://t.co/
vEJHnPg22M
NSW and QLD feud over border closure It seems that @GladysB is mad that the Qld Premier @AnnastaciaMP isn’t in a rush to open the borders to a 14.4%
State that let a festering covid ridden cruise ship dock. Weird huh.
BORDERS CLOSED: "We're not going to be lectured to by a State that has the highest number of cases in
Australia." QLD Premier
Post about propaganda to help LNP win The @couiermail is trying every trick in the book to make sure @AnnastaciaMP doesn't win the Qld election in 7.7%
Oct elections October.. Lets try extra hard to make this not happen folks.. Could you imagine what it would be like having
@DebFrecklington as Premier.. It would be worse than Newman
Petitions to Annastacia Palaszczuk Annastacia Palaszczuk & Jeanette Young to make a national apology to Nathan Turner family - Sign the 6.9%
Petition! https://t.co/vHZn6O4H2m via @anonymous
Annastacia Palaszczuk : Reconsider spending $40mil on a new greyhound racing complex in Ipswich. - Sign
the Petition! https://t.co/bfJ7q5P8sg via @anonymous
Positive posts that recognises Kudos to @AnnastaciaMP. Qld was the first state to declare a public health emergency in January. 6.1%
Annastacia Palaszczuk swift reaction to @ScottMorrisonMP still wanted to go to an NRL game in March! #QandA
Covid19
lnp to ensure that workers only get 24 #BREAKING: One Nation has just voted with the LNP to ensure that workers only get 24 hours’ notice to vote 4.2%
hours on permanent cuts to their pay and conditions. This means workers have no time to consult or get advice. Yet
again One Nation sides with the LNP over workers. #auspol
annastacia palaszczuk and labor have Annastacia Palaszczuk and Labor have almost bankrupted Queensland and they can't even get their trains to 3.2%
almost bankrupted queensland run on time. How on earth could they run an airline? https://t.co/YQMFycz18a
Decision through Holistic Intelligence Privileged and Confidential, not to be copied or redistributed Page 503.2 TOTAL MENTIONS
27,840 mentions
QUEENSLAND LEADERSHIP
INSIGHTS SUMMARY
TOP TOPICS - POSTS 5 MAY - 4 JUNE
Decision through Holistic Intelligence Privileged and Confidential, not to be copied or redistributed Page 603.3 Annastacia Palaszczuk (86%)
Total - 23,625 ; High - 28 May
QUEENSLAND LEADERSHIP
CHATTER TIMELINE
Deb Frecklington (14%)
CHATTER TIMELINE Total - 3,762 ; High - 27 May 5 MAY - 4 JUNE
14 MAY 17 MAY - 23 MAY
• Trending post supporting Qld Premier • Andrew Laming’s post with photoshopped 27 MAY
and questioning Peter Duttons record. picture on Nazi character posted • Chatter around Queensland border
Post gathered a lot of additional chatter • Increase in chatter volume over period from closure and ‘feud’ between
• News that One Nation voted with LNP reposts and strong pushback from many Premiers
• Qld government to buy stake in Virgin quarters • Chatter about Pauline Hanson,
Australia • Posts dominates chatter volume for 1 week against Annastacia
11-12 MAY
• Post that called for Kudos to
Qld Premier who was first to
declare state of emergency,
while Scott Morrison still
wanted to attend NRL
5 MAY - 16 MAY 26 MAY
• Minimal chatter related to Deb Frecklington
17 May • LNP sponsored posts about
• Spike in chatter on Deb was to Premier keeping the border closed
during this period
• Chatter that did emerge on Deb around
question her leadership, and over gain good traction
alternative proposal for Virgin buyout to LNP Andrew Laming antics
• Pushback over gutter politics
roadmap
• LNP sponsored chatter did not gain any
played by LNP
traction
Decision through Holistic Intelligence Privileged and Confidential, not to be copied or redistributed Page 704.1 QUEENSLAND LEADERSHIP
EMOTION TIMELINE
EMOTION TIMELINE - ANNASTACIA PALASZCZUK 5 MAY - 4 JUNE
Overall Emotions - 5 May - 4 June 21 MAY - QLDS BORDERS REMAIN CLOSED
• 65% have negative feelings at this period towards
Borders remaining closed, with 27% feeling positive.
14 MAY - VIRGIN AUSTRALIA INVESTMENT
disgust • Small spike in Sadness and Anger, mostly
• Long lasting Anger and Sadness towards Annastacia
8.2% anger from chatter around Queensland
for keeping the borders closed, while other states start
to open up. Most of the chatter is about
government planning to buy stake in
sadness 29.2% Queenslanders needing to get on with lives and
Virgin Australia, concerns around debt
businesses, especially Tourism.
29.4% surprise
and giving tax payers money to foreign
• These Emotions are longer lasting, as it dominates
owners
chatter for nearly 5 days.
joy 3.1%
23.4%
fear
6.6%
11-12 MAY - ‘KUDOS’ 17 MAY - ‘NAZI’ POST 26 MAY - BORDER FEUD
• ‘Kudos’ Post for Qld Premier for
• High and extended sense of Sadness • Divided Emotions around on-going border
being first to declare emergency and Anger (58%) towards Andrew feud, with 25% feeling Sad that borders
resulted in high spike in Sadness, Laming’s post labelling Annastacia as a remain closed
due to some people not agreeing Nazi. Calls for an apology • Anger around on-air attack on Annastacia
with giving praise, and also • Further Sadness at tactics of the LNP on Sunrise to open border
Sadness towards Fed government. and their smear campaign strategy • Joy was humour that Pauline Hanson’s
failed to crowdfund a legal challenge
Decision through Holistic Intelligence Privileged and Confidential, not to be copied or redistributed Page 804.2 QUEENSLAND LEADERSHIP
EMOTION TIMELINE
5 MAY - 4 JUNE
EMOTION ALLOCATION - ANNASTACIA PALASZCZUK
INSIGHTS
1. Fluctuating Emotions The general sentiment is fluid, with fluctuating emotions
towards Queensland Premier, Annastacia Palaszczuk. This indicates a level of
uncertainty on the Premier’s position in the hearts of Queenslanders, which will
result in unpredictability. Increase the predictability of the results by focusing on
campaigns that stabilises the positive Emotions, and reduces the troughs of
negative Emotions.
2. ‘Nazi’ Post resulted in emotions of Disgust and Anger towards Andrew Laming and
Liberals. Most people felt Sadness and sympathy towards the Premier as a result of
the post. While the Chatter dominated social media for a week, the intensity of the
Emotions were largely confine to the first 3 days. As this topic was controversial
and had Emotional stamina, it will remain in peoples memories, and will likely
resurface as we get closer to the Election campaign period in 3Q 2020. Best to be
prepared for the potential viral posts related to this topic.
Decision through Holistic Intelligence Privileged and Confidential, not to be copied or redistributed Page 905.1 QUEENSLAND LEADERSHIP
EMOTION TIMELINE
EMOTION TIMELINE - DEB FRECKLINGTON 5 MAY - 4 JUNE
Overall Emotions - 5 May - 4 June 22 May - NO LAUGHING MATTER
• Sadness spike attributed to post about
13 MAY - BIRTHDAY WISHES LNP members laughing during Qld
disgust • Joy spike was almost entirely parliament, where Dr Anthony Lynham
talked about a friend who lost a son to
8.6% anger
from birthday wishes to Scott
Covid. Low level of chatter, but high
Morrison
sadness 28.9% emotional involvement.
27.3% surprise
joy 1.7%
26.2%
fear
7.4%
10 MAY - GENERAL POLITICS 17 MAY - ‘PALASZCZUK AIRLINES’ 26 - 28 MAY - BORDER CLOSURE
• Emotionally charged low volume • LNP sponsors post on ‘Palaszczuk Airlines’ had • LNP sponsored message about
chatter…people reading the posts unintended high emotional involvement with Annastacia keeping borders closed
are Emotionally Involved large numbers feeling Anger towards LNP’s has mixed emotions.
• Split between corruption in LNP campaigning and perceived double standards • 32% feel Joy towards Deb and party
(29% Anger), Support for Deb • Anger also towards Deb’s repeat answers to regarding the post
(25% Joy), LNP’s practice of gutter questions about a racist LNP video. • However, more than 50% feel Anger
politics and lack of a good • Interestingly, not as much Anger associated or Sadness, as people view this as
alternative (23% Sadness) to Deb as a result of Andrew Laming’s Nazi dividing Queensland, and LNP gutter
post politics
Decision through Holistic Intelligence Privileged and Confidential, not to be copied or redistributed Page 1005.2 QUEENSLAND LEADERSHIP
EMOTION TIMELINE
5 MAY - 4 JUNE
EMOTION ALLOCATION - DEB FRECKLINGTON
INSIGHTS
1. Low Volume, High Involvement Chatter volume around LNP leader Deb
Frecklington is relatively low compared to the Premier. However, the Emotional
Involvement around the chatter is significant. This means that people are engaged
emotionally, positively or negatively, towards posts that appears around Deb and
the LNP. Utilise this high Involvement to influence and sway emotions through
targeted campaigns
2. No Association The ‘Nazi’ post that dominated the chatter during this period has
had a high emotional involvement for the Premier, and one would expect an
opposite emotional response towards the Opposition leader, Deb. However, there
was minimal associated between the negative emotions of the post and Deb, and
she seemed removed from the controversy Emotionally. Leverage this emotional
distance from this post, as this is a post that could be recycled during the election
campaigns.
Decision through Holistic Intelligence Privileged and Confidential, not to be copied or redistributed Page 1106.1 QUEENSLAND LEADERSHIP
NETWORK OF INFLUENCERS
5 MAY - 4 JUNE
NETWORK OF INFLUENCERS
Potential Bot, due to
expansion of post from one
source
@ AnneSMIXX
@ DebFrecklington
Annastacia’s influence is significant
vs Deb, which is non-existent
Potential Bot @AnnastaciaMP
cluster
Decision through Holistic Intelligence Privileged and Confidential, not to be copied or redistributed Page 1206.2 QUEENSLAND LEADERSHIP
NETWORK OF INFLUENCERS
5 MAY - 4 JUNE
NETWORK OF INFLUENCERS
INSIGHTS
1. Annastacia has the Floor The Premier is the main source of influence and
news in this Network for this period. People are listening to and responding
to what the Premier is posting online. This is in contrast to Deb, who has
little influence over the last month.
2. Potential Bots There are several handles and clusters that resemble ‘bot’
patterns. These could potentially be paid promoters/detractors who amplify
the rhetoric (positive or negative). Identify who they are and manage the
conversation and influence.
Decision through Holistic Intelligence Privileged and Confidential, not to be copied or redistributed Page 13Decision
through
Holistic
Intelligence
“THE FIRST TO KNOW”
QUEENSLAND LEADERSHIP
Real-time Decision Intelligence and Awareness of
the top trending Topics, Sentiment and Emotions of
Queenslanders towards Leadership
Duration of analysis
5 May 2020 > 4 June 2020You can also read
