The Queens Speech on Twitter

Data pulled using Spredfasts Intelligence Tool

11th January 2017
The Queens
speech at a
glance
Volume of tweets on Christmas Day mentioning the Queens speech
Time frame: 25th December 2016 8:00AM to 11:59PM. Search constructed with terms: queen, #queen, #queensspeech,
(queen AND elizabeth), #queenelizabeth, #godsavethequeen, #likeaboss, #queensspeech2016. Excludes: #sanayairani,
"red velvet, #mbcstars, #askjonaxx
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Peak at 3pm at the Queens Speech broadcast
Total 143K tweets over the day. This is a 42% increase from 2015.
Heavily based in the UK but there was a small amount of conversation in the USA and Nigeria
Top terms: #queensspeech, Queen Elizabeth and Merry Christmas
 How did the audience feel about the Queens speech?

Ratio of positive sentiment to negative sentiment

positive negative

0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1

We analysed the sentiment of these 143K tweets about the Queens speech.
Overwhelmingly more positive than negative sentiment
Top terms in positive tweets included love and inspiration
The majority of negative sentiment stems from news outlets reporting that the Queen missed church due to
a heavy cold.
A smaller fraction of the negative tweets (about 8%) refers to the Queens age and mortality
The audience
2016 Audience Breakdown

Lets look at how it compares to 2015 and the Royal Familys twitter followers
 People tweeting about the Queen speech vs. Royal Family twitter followers

Gender breakdown Age 13-24 Age 55+

2015 Audience 58% male 57% of men 23% of men

(65 126 profiles) 42% female 86% of women 4% of women

2016 Audience 56% male 55% of men 15% of men

(110 150 profiles) 44% female 74% of women 7% of women

RF Followers 51% male 57% of men 6% of men

(336 525 profiles) 49% female 62% of women 3% of women

Proportionally, more young women and more old men talk about the Queens speech on Twitter compared to
those that follow the Royal Family twitter account.
For example, 86% of women tweeting about the Queens speech in 2015 were age 13-24, but only 62% of women
following the RF twitter account are between the ages 13-24.
 * The searches used to collect the tweets relating to these themes can be found on the last slide

What were people responding to?

A closer look at the 2016 conversation surrounding the Queens speech reveals certain themes.
Not surprisingly, a third of tweets talked about Christmas in general. But we can see patterns in
the rest of the conversation.

Volume of tweets by category

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Volume of Tweets

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0
Christian Message of Mother Love Olympics Inspiration DofE, Giving
message Christmas Teresa Prince's Trust
Category

The audience is less likely to respond to mentions of particular people or events such as Mother Teresa
or the Olympics. Instead they will respond to the theme they were used to represent such as inspiration
and love.*
 If we dive deeper into these themes we can see that
Gender breakdown by theme certain audiences responded to some more than others.

Male Female

Love

Inspiration

Giving

Christmas
Message

Conversation about giving and inspiration reflected the overall gender breakdown of 56% men and 44%
women
But women engaged with conversation about love more than men and men more with the message of
Christmas.
The list of top terms in both female and male conversation about these topics is very similar, suggesting
that they were engaged by the same micro topics. For example, within the search for love, the top terms
for both men and women included mother teresa, queen elizabeth and merry christmas
 Age breakdown by theme
Age: 13-17 Age 18-34 Age: 55+

love inspiration giving Christmas message

All ages responded well to the Queens message of finding inspiration in others around us but Mother Teresas
message of love resonated more with younger age groups.
Older people took to twitter to comment on the message of Christmas rather than the other themes.
Older people (age 55 and over) also tweeted three times as much as teenagers about the Royal Family on
Christmas day.
Words used in searches

Theme Words

Love Love, #love, teresa, #teresa, #motherteresa (removed terms relating to George
Michael and Jade form Little Mix)

Inspiration Inspiration, inspire, hope, inspiring, #inspire, #inspiration, #hope, #inspiring,

ordinary, extraordinary, olympics, medal, GB, Rio, gold, #rio, #rio2016, #GB,
#teamGB

Giving Charities, charity, generosity, giving, goodness, good, #giving, #good, #give,
#charity, #charities, DofE, #dofe, #dukeofedinburgh, (prince AND trust)

Christmas message (Christmas or #christmas) AND message, Jesus, Mary, Christ, christian, #jesus,
#jesuschrist, #christ

Questions: lryan@spredfast.com, ischofield@spredfast.com