Mittwoch, 23. Oktober 2013

Oktoberfest (Wies'n) 2013 in Social Media

Hello dear readers

With the ending of the Oktoberfest 2013, we had a second look at the last 30 days of data. Beginnnig with 26.09. up to 08.10.2013 we have determined an once more enormousl rise in spread. The number of posts has increased from 76,500 to nearly 146,500 , the interactions have more than doubled to 1.3 million , and the range has increased to over 1 million people. Facebook and Instagramm remained strongest networks, holding approximately 45 % and 41 %. Twitter took a plunge from 3.1% to 2.5% .

Top keywords are Oktoberfest or Octoberfest , dirndl , lederhosen and beer.

Here you can see the global spread of the data:

The following graphic shows the general survey:

These are the most influencing pages. Due to Wiesn-visits by soccer stars, King Soccer came to the forefront:

Along with the general positive mood on the subject of football this confirms our suggestion that football is an ideal medium for advertising in social media .

For any suggestions and questions, we look forward to your feedback. Have a nice day, everyone!

Deutsche Sprache global betrachtet

Hallo liebe Leserin, hallo lieber Leser,

heute gehen wir der Frage nach, wie die deutsche Sprache international in Social Media verbreitet ist. Hierzu haben wir nach folgenden Wörtern gesucht, die laut Wikipedia zu den häufigsten verwendeten Wörtern zählen: 

Ende, Mensch, Jahr, Prozent, schnell, sehen, groß

Die Abfrage haben wir einmal in deutschsprachigen und in multilingualen Posts der letzten 30 Tage durchgeführt. Folgende Zahlen fanden wir besonders interessant:

  • International gab es 1,5 Mio. Posts, davon waren ca. 1 Mio. Posts deutschsprachig.
  • Überrascht haben uns die Interactions auf die Posts: International gab es 6,3 Mio. Interactions, während es nur 1,6 Mio. deutschsprachige Interactions gab. Deutschsprachig werden Posts also erheblich weniger geteilt und kommentiert.
  • Dementsprechend geringer war auch die Reichweite deutschsprachiger Posts: 843.000 zu 4,1 Mio. Personen.
Unsere Suchwörter kamen international in den nebenstehenden Sprachen und Regionen vor. Als deutschsprachig ausgewiesene Posts gab es außerhalb des deutschen Sprachraums primär in den Vereinigten Staaten, Großbritannien, den Niederlanden, Kanada Luxembourg, Frankreich und Spanien.

1. Geographische Übersichtskarte

Die Globalisierung spiegelt sich auch in Social Media wieder, wie folgende Landkarte der internationalen Posts mit den deutschsprachigen Suchwörtern zeigt (ermittelt anhand von Geotags der Posts):

Hier ist die Verteilung der als deutschsprachig ausgewiesenen Posts anhand ihrer Geotags:

Auffällig sind die Unterschiede in Afrika, Türkei, Indien und im asiatischen Raum. 
Als deutschsprachig ausgewiesene Posts kommen primär in Mitteleuropa und den Vereinigten Staaten vor.

2. Ergebnisüberblick der Suchabfrage

Dies ist der Ergebnisüberblick in internationalen Posts der letzten 30 Tage:

Im Vergleich dazu der Ergebnisüberblick in als deutschsprachig ausgewiesenen Posts:

Neben dem geringeren Engagement fällt auf, dass das Stimmungsbild der als deutschsprachig ausgewiesenen Posts negativer ist als bei den internationalen Posts. Weiterhin treten  bei den als deutschsprachig ausgewiesenen Posts die USA als Quelle in den Hintergrund. Gleichzeitig verliert die Plattform Instagram massiv an Einfluss, während Blogs zunehmen.

Auch der Frauenanteil ist bei den internationalen Posts höher und überwiegt sogar (50,6% zu 43%). Da auch die Interaktionen massiv zunehmen, spricht dies für die These, dass Frauen geschwätziger bzw. kommunikativer als Männer sind. 

3. Einflussreichste Netzwerke

Die Grafik zeigt die Verteilung der internationalen Posts auf die verschiedenen Sozialen Netzwerke:

Und hier ist die Verteilung der deutschsprachigen Posts:
Der Vergleich zeigt deutlich, wie sich bei den deutschsprachigen Posts der Anteil von Instagram zugunsten von Facebook und Blogs verschiebt. Bilder sind entweder weniger relevant oder sie werden primär direkt in die Posts integriert.

Wir hoffen, dass auch Sie diese Daten spannend finden und freuen uns auf Ihre Anregungen und Fragen. Für Weiterempfehlungen sind wir Ihnen dankbar. 

Wenn Ihnen unser Projekt zusagt, können Sie unser Engagement gerne mit einer Spende unterstützen. Vielen Dank an alle Unterstützer! 

Mittwoch, 16. Oktober 2013

45 days of german politics in social media (august to mid september 2013)

Hello dear readers,

for the publication of the august data, we were awaiting the outcome of state elections in Bavaria, to see how this is reflected in the individual parties.
In the month of august we did a small test to compare the parties social media activity.

For this we informed AfD, CDU, CSU, FDP and the Left about the editorial mention on our blog via private facebook messages.
Posting time was the 12.08.2013 23:00 to 23:45 o'clock. Here you can see the test result:

Rank 1: The AfD took the lead. A friendly answer of the AfD's online team was received the very next day.
Rank 2: Later that day we received a nice thank you email by the Left.
Rank 3: After only 2 days the online editorial of the CDU also send a notice of their appreciation.
Rank 4: On the 27.08.2013 we received a "Thanks" by the CSU.
Rank 5: The FDP has not responded to this date.

With this experience, we are excited to see how the online commitment of the AfD effects them further.

This study can be obtained as PDF document upon registration with your name and email adress via this link:

Now we turn towards the general political situation and to the individual parties:

1. Overall political situation in August

  • When viewing the most influential sites on politics, it's striking how the AFD continues with full throttle and is still more influential than Angela Merkel in the online area.
  • Cause of the peak in the mood towards politicians is the broadcasting of the Chancellor Duel in early September. It continuous to be politicized in the social networks.
  • The most influential scolding of political activity was done by german punkband "Die Toten Hosen", who massivly protested against the use of their song "Days like this" by CDU/CSU. The original post can be found at
  • By 12.09.2013 that post had reached up to 25,400 people and achieved 54,102 likes. This reach may be sufficient to displace all parties apart from the AfD, and can be seen as indication of disenchantment with politics regarding the established parties.

2. 45 Days CDU in Social Media

  • In direct comparison to the CDU media presence, the scolding by "die Toten Hosen" has even managed to achieve the highest media attention. Related to her own party, Angela Merkel became ousted from the top position for the first time.
  • Concerning Angela Merkel the most influential online event was rather apolitical: the facebook message about the redesigned website of Angela Merkel reached over 5,300 people. This is followed by the CDU election posters with a reach of about 4,500 people, and the call for participation in the TEAM Germany with about 3,500 people.
  • The 3 Top Posts for the CDU all concern the TV debate, followed by the topic of mobilization of members for the election campaign.
  • The World Map impressively demonstrates how the CDU is perceived abroad. No other European Election is observed as thoroughly.

3. 45 Days CSU in Social Media

  • Winning the elections doesnt prevent it: King Soccer affects the CSU. Hans Sarpeis' (former german-ghanaian Soccerplayer) short post "Enough is enough: Absolute majority for the CSU in Bavaria. #crass (#krass)" makes it to the most influental pages for the CSU. Besides this, the post reached 3,186 people and received 2,968 Likes on Facebook. The post can be found via the following link:
  • Satire about the bavarian voting behaviour takes a good stand aswell. The Postillon takes rank 3 of the most influental media.
  • 4th place is Angela Merkel's call for vote for the CDU. In this legislative period there are no more votes left over for the FDP.
  • Gysi's (the Left) commentary about the CSU absolute majority yields loads of agreement. Ironically he is the most influential politician for the CSU in august.

4. 45 Days SPD in Social Media

  • "Toten Hosen" Post exceeds all other posts and actions of the SPD aswell. 
  • 2nd only to the TV debate with Angela Merker, which was spread primarily via twitter, Peer Steinbrück's Finger Response received the most online media echo. In TV news (Tagesschau), the subject came up at # 1 for Peer Steinbrück.
  • The election result for the SPD in Bavaria was probably expected. In any case it led to only a slight increase in media attention.
  • The topic election poster for Peer Steinbrück was in the first place, as for most parties, followed by his commitment to fair wages. By this he hits the readers nerve.
  • Judging by the number of posts about peer Seinbrück he is only about 2,800 posts behind Angela Merkel. However, the general mood is much better with Angela Merkel.

5. 45 Days Bündnis90 / The Greens in Social Media

  • With a closer look at the Greens you notice the final sprint to the election resulted in an activities-increase of 253%. Here the Bavarian state and federal election come together of course.
  • In the newspaper "Bild" the biggest hook for the Greens was their vegetarian-day. The tabloid spread fear and terror right away, and was able to twist a non-binding ecological proposal into its opposite: Vegetarianism mandatory for everyone.
  • This was a top issue at N24 aswell, closely followed by the proposal of opening a coffee shop for legal cannabis acquisition. N24 did a neutral report, the opinion of the reader is forked as expected between supporters and opponents. Áccording to our random analysis of reactions the proposal by the Greens is supported by roughly 70%.
  • Along with the proposed tax policy that was probably too much for the Bavarian electorate.

6. 45 Days FDP in Social Media

  • On the pages of the FDP the campaign spot by Rainer Brüderle and Vegetarian Day of the Greens are the most viewed topics, meanwhile the election in Bavaria found little appeal.
  • The situation is indeed different in the general media: the election result in Bavaria is heavily discussed in connection with the FDP and provides for some mocking. The statement "gay parents make gay" is used scoffingly.
  • FDP politicians currently live a shadow existence in social media: the AfD, Gregor Gysi and the SPD have more reach regarding the FDP than the party's own leaders.
  • Rainer Brüderle comes in with a total of 2,814 posts on just about 16% of the posts about Peer Steinbrück and 13% of the posts about Angela Merkel.

7. 45 Days The Left in Social Media

  • On the social media pages of the Left, the Syria conflict is the central issue, followed by the TV debate. The Bavarian election triggered only a slight increase in online traffic.
  • With a score of 30 Gregor Gysi is by far the most influental person for the Left. His discussion of the Syria conflict has more range than his statement on the election in Bavaria.
  • Measured by the total number of posts the political heavy weight of the left is again Gregor Gysi. With 4,477 Posts he surpasses Katja Kipping (680 posts) and Sahra Wagenknecht (1,381 posts) hands down.
  •  It is notable that, in stark contrast to the FDP none of the other parties are seen among the most influential pages. These are entirely occupied by their own political leaders. This obviously did not have a special influence on the outcome of elections in Bavaria.

8. 45 Days The Pirates in Social Media

  • There is massiv twitter use within the Pirates, but the election result in Bavaria has only led to a slight increase.
  • Thematically the pirates are still focused at the NSA, freedom and democracy. In our overall political query, these issues are not to be found anymore already. There the currently important political issues are the Vegetarian Day, election posters and electoral rallies. Syria policy is only to be found with the small parties.   
  • In the newspaper "BILD", the Pirates only reach was in connection to the election result in Bavaria. Other pirate topics found no response in the "BILD" tabloid. Thats not a whole lot, for the magazine with the top political reach.
  • Anonymous calls out on it's Facebook page to vote the Pirates or the AFD and thus finds the highest propagation and support.

9. 45 Days AfD in Social Media

  • When comparing the current figures with those of the party's initiation in June, it shows in the commitment curve that the AFD has achieved an extremely positive development. This commitment was also confirmed in our comparison of online editorials, where the online team of AFD was the fastest to respond.
  • Top event for the AFD was their rally in Hamburg, which reached 3,971 people and got 3,898 Likes.
  • Biggest nuisance for the Pirates regarding the AfD was an infringe-notice by the AfD for 20.000 EUR. This revolved around a leaflet by the Pirate youths.
  • As much as the topic AfD is visible in CDU and SPD, the AfD itself is in return influenced by the CDU and SPD. The Focus of the AFD on the federal election is striking. Yet, with with the party "liberal voters" and the CSU, the AfD does not appear.

10. 45 Days NPD in Social Media

  • The NPD is heavily influenced from the outside aswell. Behind its own Facebook page immediately comes Extra3 with satirical messages about the NPD.
  • King Soccer is present once again: the post by 11FREUNDE about Schalke fans who chase off NPD followers scores rank 4 of most influental posts regarding this party.
  • The thopics and trends are still dominated by the far-right, however the NSU trio is not mentioned anymore.
  • The result of the Bavarian election is not reflected in topics and trends, as is mirrored in the activity curve.

11. 45 Days "Freie Wähler" in Social Media

    • The liberal "independent Voters" still have lowest online propagation in all of Germany, and as such the apportionment of the most influential pages shows the party's own Facebook page is only ranked 5th after other politicians, the tabloid "BILD" and the news "Tagesschau". 
    • In "BILD" and "Tagesschau" the "Free Voters" are mentioned primarily in projections of elections in Bavaria. This is also the primary reason for the peak in the activity curve for the election in Bavaria.
    • Gregor Gysi mentioned the Free Voters in a post in his own merits: the Free Voters would have placed in bavarian state parliament only on the 3rd attempt.
    • How little propagation the Free Voters actually have in social networks can be seen in the figures of the most influential posts on the party's Facebook page: Barely 33 people have interacted on the coalition question to Mr Aiwanger.

    We hope that the market survey from August is again interesting to you! We welcome your suggestions and questions, and are grateful for further recommendations.

    If you like our project, you can help fund our commitment by donating. Thanks so much to all you supporters!


    Dienstag, 8. Oktober 2013

    Update zur Koalitionslage

    Hallo liebe Leserin, hallo lieber Leser,

    hier ist nun unser Update zu den verschiedenen Koalitionsmöglichkeiten aus Sicht von Social Media. In die Datenerhebung sind wieder sämtliche öffentliche Posts in Facebook, Twitter, LinkedIn, google+ und weiteren Netzwerken, Blogs und Newsfeeds eingeflossen. Auch die parteieigenen Medien sind beinhaltet. Die Daten sind insofern vorläufig, als dass die Stimmungslage der einzelnen Posts automatisch entwickelt wurde und nur die einflussreichsten Posts manuell analysiert wurden.

    Unter diesen Prämissen ergibt sich folgendes Stimmungsbild:

    6,7% positive Posts (-1,5%) 
    38,1% negative Posts (+3,6%)

    Große Koalition:           
    6,6% positive Posts (+0,4%)
    40,9% negative Posts (+5,3%)

    5,2% positive Posts (+0,2%)
    49,1% negative Posts (+2,2%)

    8,5% positive Posts (+1,8%)
    51,7% negative Posts (-11,5%)

    4,1% positive Posts (-0,7%)
    53,4% negative Posts (-1%)

    Zieht man die negativen von den positiven Posts ab, so ergibt sich folgendes Ranking:

    1. Schwarz-Grün:                 -31,4 (zuvor: -33,5)
    2. Große Koalition:              -34,3 (zuvor: -29,4)
    3. Rot-Rot-Grün:                  -43,9 (zuvor: -45,3)
    4. Minderheitenregierung:  -49,3 (zuvor: -49,6)
    5. Neuwahlen:                      -43,2 (zuvor: -56,5)

    Die prozentuale Verteilung der Posts ist wie folgt (insgesamt 66.344Posts):

    1. Rot-Rot-Grün:                   25,9% (-9,1%)
    2. Schwarz-Grün:                 24,9% (-2%)
    3. Große Koalition:              24,8% (-2,9%)
    4. Neuwahlen:                      17,6% (+7,2%)
    5. Minderheitenregierung:  6,8% (+1%)

    Wir sind gespannt, wie sich das Rennen weiter entwickelt und aktualisieren die Daten wieder in zwei Wochen. Bis dahin wünschen wir euch eine gute Zeit. Stay tuned. 

    Zum Ende der Wies'n unser Update zum Oktoberfest 2013

    Hallo liebe Leserin, hallo lieber Leser,

    zum Ende der Wies'n 2013 haben wir uns die Daten der letzten 30 Tage nochmal angesehen. Von 26.09. bis Heute hat die Verbreitung nochmals enorm zugelegt. Die Anzahl an Posts ist von 76,500 auf knapp 146.500 gestiegen, die Interaktionen haben sich mit ca. 1,3 Millionen mehr als verdoppelt und die Reichweite stieg auf über 1 Mio. Personen. Facebook un Instagramm blieben mit Anteilen von ca. 45% bzw. 41% stärkste Netzwerke. Twitter fiel von 3,1% auf 2,5% zurück.

    Top-Wörter bleiben nach Oktoberfest und Wies'n Dirndl, Lederhosen und Beer.

    An der globalen Verteilung hat sich dabei wenig verändert:

    In der folgenden Grafik ist wieder der Gesamtüberblick zu finden:

    Bei den einflussreichsten Seiten hat sich wenig geändert, Fußball trat allerdings bedingt durch Spielerbesuche weiter in den Vordergrund:

    Zusammen mit der positiven Meinungslage beim Thema Fußball bestärkt uns das in unserer Empfehlung, dass Fußball ein idealer Werbeträger in Social Media ist.

    Bei Anregungen und Rückfragen freuen wir uns auf euer Feedback und wünschen euch einn schönen Tag.