Tribal DDB and Brandtology Visualize Election Buzz

Tribal DDB Singapore Tracks 2011 Singapore General Elections Sentiments via Social Media

PR Newswire

NEW YORK, May 4, 2011

NEW YORK , May 4, 2011 /PRNewswire/ — 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 .

About Brandtology

Brandtology's ( business and brand online intelligence services enable global brands to manage and extract invaluable insights from consumers' conversations. Using proprietary technology, processes and trained professionals, Brandtology is able to provide a high degree of accuracy and relevancy in multilingual analysis. Astute global organisations utilize Brandtology's intelligence in multiple functional areas such as sales, marketing, public relations, insight and research, customer service and product development. Launched in 2008 and headquartered in Singapore , Brandtology has over 190 analysts across 15 countries in the Asia Pacific , North America and Europe , processing over 100 million online conversations per month. Its multilingual service covers 15 languages spoken by over 90 percent of the world's population.

About Tribal DDB Worldwide

Tribal DDB Worldwide (, an Advertising Age A-List Agency, is headquartered in New York with 60 offices spanning 42 countries around the globe.  Since it was founded in 2000, Tribal DDB has expanded and been recognized well beyond its digital roots.  By 2005 Tribal DDB was named Interactive Agency of the Year by Adweek and at the Cannes International Advertising Festival, where it took home the most Lions and the Cyber Grand Prix. This was followed in 2007 by Tribal DDB being the first “digital” agency to win Global Agency Network of the Year from Advertising Age , and then, in 2009, being the first to win the Grand Prix in Film at the International Advertising Festival at Cannes .  Tribal DDB continues to draw on its expertise in digital innovation and its heritage of creativity and insights to bring clients the most effective and differentiating marketing solutions for today's world.  Tribal DDB Worldwide is part of Omnicom Group's DDB Worldwide.

SOURCE Tribal DDB Worldwide

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