Tribal DDB and Brandtology Visualize Election Buzz

New York : Tribal DDB and online monitoring company Brandtology have jointly launched a popular destination site that tracks buzz surrounding the 2011 Singapore general elections, giving the public a view of the facts, feelings and conversations being shared online, in real time — unedited and unadulterated. The “Party Time” site was conceived and designed by Tribal DDB, with data and analysis by Brandtology, and brings together, on a single page, precis of the news, blogs and conversations Singaporeans are having about the elections. The “Party Time” operation uncovers for the public a previously unseen real-time snapshot of the biggest event of the year.

The “Party Time” web property draws its information from news sites, selected blogs and online conversations. It searches for keywords related to the 2011 Singapore general elections, and automatically assigns a positive or negative sentiment score to each one. The dashboard presents emotional sentiments for each party and pulls out trending discussions from social media. It is also able to show positive and negative online buzz generated on individual GRCs and SMCs. While no effort has been spared to ensure accuracy, it is important to note that the “results” are only an approximation of the views expressed. As such, they should not be taken as definitive or conclusive.

The project is part of an effort to encourage openness and real-time tracking of the election outlook while remaining neutral and providing statistical analysis. Using the convenient dashboard, participants can easily choose from a variety of visualizations by selecting from one of three icons on the top of the interface. The “All Parties” icon allows users to compare the amount of buzz across all the contesting parties. The size of each party logo represents the volume of conversations, blog posts and news articles that mention that party. Plus and minus symbols on the top left corner of each party logo indicate the number of positive and negative comments respectively recorded about that party. The “Single Party” visualization provides users with more detail on one particular party with a tag cloud of keywords mentioned in relation to the party, as well as a breakdown of the positive and negative sentiments of the comments. The third option is the “Constituencies” visualization, which gives viewers the sentiment breakdown of comments on each GRC or SMC, represented as red-green columns over each constituency. It does not reflect the sentiments of parties contesting the ward.

“There is an immense amount of content generated in social media for this election,” said Jeff Cheong, Managing Director at Tribal DDB Singapore. “People are tweeting their minds in rallies, young bloggers are writing opinion pieces in reaction to the press, and Facebook statuses are being ‘liked’ by strangers. Our fascination with data visualization drove us to create a simple dashboard using the analysis from Brandtology,” he continued.

“We wanted to be able to give netizens a way to view the macro level sentiments of the parties and different areas involved in the elections, so that they can get a feel of the pulse of what is happening online,” said Kelly Choo, Co-founder and Business Development Director at Brandtology. “Tribal DDB was skilful in making a visualization that brought that out for visitors.”

The website will be available throughout the election. The unique effort is also supported by targeted social media and blogger outreach and the site itself allows sharing via Twitter and Facebook. Polling day for the 2011 Singapore general election is on May 7.

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