A N N A L E C T S O C I A L A N A L Y T I C S
1
1982
Act
Unite Against COVID-19:
Social Conversation Analysis
April 13 - 19, 2021
Information
New Zealand
Official
the
under
Released
COVID-19 Awareness Study / Confidential / Annalect 2021
A N N A L E C T S O C I A L A N A L Y T I C S
2
1982
Act
Update Summary:
FAQs:
New Zealanders have questions about the vaccine rollout (50% of
questions this week). People are wanting to know details about the trans-
Tasman travel bubble. There are questions about the NZ COVID Tracer
app’s functionality and if those vaccinated will require to undertake MIQ in
the future.
Information
Engagement with news stories:
This week the average engagement per story dropped by 288
engagements. New Zealanders were engaged with stories about the
trans-Tasman travel bubble. There was interest in the vaccine rollout and
Official
COVID-19 news internationally.
the
Conversation analysis:
Analysts have segmented conversation into categories reflecting New
Zealanders’ attitudes towards vaccines. This week we looked into Positive
Access and Negative Access segments. Positive Access is a small
under
category currently at <1% which we will monitor as the rollout continues
Negative Access is at 3% and this is a drop of 2% from the previous
week.
Released
COVID-19 Awareness Study / Confidential / Annalect 2021
A N N A L E C T S O C I A L A N A L Y T I C S
3
1982
Act
What’s in this
1. FAQS
Identifying frequently asked questions and conversation
from users on Ministry of Health’s owned pages.
report:
2. Engagement with News Stories
Understanding what matters to New Zealanders by
exploring engagem
Information ent with news stories about COVID-19.
3. Measuring Categories of Conversation
Identifying New Zealanders’ key concerns and monitoring
shifts in sentiment and emotion.
Official
4. Social Listening
the
New Zealanders’ attitudes towards the COVID-19 vaccine.
under
Released
COVID-19 Awareness Study / Confidential / Annalect 2021
O W N E D C H A N N E L S
4
FAQs
April 13 - 19, 2021
1982
Act
VACCINE (50%)
TRAVEL (25%)
NZ COVID Tracer app/QR code (7%)
MIQ (3%)
— When wil frontline social workers be
— When the trans-Tasman bubble opens
— Have you added a check out option yet,
— Are those overseas who wil be fully
getting their COVID vaccine?
are there any issues flying in and out of
when you leave a place you scanned
vaccinated against COVID-19 and intend
— I’m going to have the flu jab. Is there a
Brisbane at the moment?
into?
to return to New Zealand stil required to
good time to have this bearing in mind I
— What form do we need to fil out when
— Is there no backup facility within the
stay at MIQ? Any thoughts about this?
wil get the COVID vaccine?
going to Australia?
app?
— Any plans in the pipeline to update the
— Why have people had both jabs and stil
— Would it be possible to get some insights
— Can I transfer my data if I upgrade my
system for vaccinated returnees?
got COVID?
into the rationale behind cancel ing all
phone?
Information
— How many registered vaccinators are
“red” trans-Tasman flights coming from
— Are tourists coming from Australia being
there?
Australia to NZ once the travel bubble
asked to download the app while they
opens?
— I’m a backpacker from Germany in NZ. Is
are here?
the vaccination also destined for foreign
— Is Queenstown now included in the NZ
people or just for NZ residents?
travel bubble?
Official
the
SUMMARY: New Zealanders have questions about the vaccine rol out. People are
wanting to know details of the trans-Tasman travel bubble. There are questions
about the NZ COVID Tracer app’s functionality and if those vaccinated wil require to
under
undertake MIQ in the future.
Released
COVID-19 Awareness Study / Confidential / Annalect 2021
O W N E D C H A N N E L S
Conversation on UAC19 Facebook page
April 13 - 19, 2021
1982
CATEGORIES OVER TIME
Safety
Leisure (overlap with Autonomy)
This conversation indicates a call for safety for
New Zealanders’ are expressing their need
Act
the nation, and a need to maintain vigilance.
for leisure activities. Seeking guidance on
Dobbing, complying, concern, #stayhomeNZ,
leisure activities including surfing, fishing,
asking for guidelines on social distancing and
boating and more recently team sports.
operating safely.
Personal finance
Health
This conversation consists of concerns about
This conversation expresses a need for more
financial needs. Commentary and questions
support around general health and individuals’
around individual’s financial stability. Wage
Information
wellbeing. Mental health, mentions of abuse,
subsidy guidance.
violence, concern about suicide.
Business support
Households
This category is a more general conversation
This category expresses the needs of New
about the economy and business-owners
Time
Total vol. on
Average posts per
Highest vol.
Zealanders to maintain a happy and healthy
expressing a need for more governmental
Official
page
day
household and home. Includes custody queries,
support. Talk about the economy, and support
heating and appliance queries, caring for people
for businesses
.
Date range: April 13 - 19
2,113
301
April 18
in your household.
the
Autonomy
Average vol. on page
Average posts on page
Highest vol. on page
Medical / testing (overlap with Safety)
This conversation illustrates New
per day
This conversation is a subcategory of ‘Safety’
Zealanders’ need for freedom and autonomy.
L4 (March 25 – April 28)
904
March 25
but expresses calls for specific guidance and
Restrictions on way of life. Travel and border
under
information. Queries and seeking guidance about
restrictions. Questions and comments about
L3 (April 29 – May 14)
697
May 11
testing, symptoms and cures.
what is permissible at different Alert Levels and
what the timeframe for shifts might be.
L2 (May 15 – June 10)
349
Jun 8
L3 (August 12 – 31)
1,596
Aug 12
Released
COVID-19 Awareness Study / Confidential / Annalect 2021
E N G A G E M E N T W I T H P R E S S
6
A R T I C L E S
What are people reading, engaging with and sharing on social media?
1982
Analysis is based on the top 100 stories that received highest engagement (likes, comments, shares & reactions on Facebook, Twitter, Pinterest &
Reddit in NZ). Content is categorised into themes. This measurement reflects New Zealanders’ awareness and interest in a topic.
Act
SUMMARY:
TOP CATEGORIES OF INTEREST
CHART: ARTICLES PUBLISHED ON COVID-19 (BAR) AND ENGAGEMENT (LINE)
This week the average engagement dropped
TRAVEL
by 288 engagements. New Zealanders were
engaged with stories about the trans-Tasman
travel bubble. There was interest in the vaccine
rol out and COVID-19 news internationally.
TOTAL ENGAGEMENT PER CATEGORY:
Information
Travel: 8,356
Vaccine: 6,719
VACCINE
International: 6,418
#NZPOL: 6,395
Cases: 4,605
Official
Testing: 3,389
Date range
Articles analysed
Total
Average
Virus: 1,014
engagement
engagements
the
Misinformation/conspiracy: 660
April 13 - 19
430
47,917
111
Way of life: 491
INTERNATIONAL
April 6 – 12
509
203,265
399
under
March 30 – April 5
339
52,372
154
Released
COVID-19 Awareness Study / Confidential / Annalect 2021
M E A S U R I N G C A T E G O R I E S O F C O N V E R S A T I O N
Category Definitions
S O C I A L C O N V E R S A T I O N C A T E G O R I E S O V E R A W E E K
1982
We access data through keyword queries.
We update these queries as the language
Act
used to describe a topic or theme
evolves. In this report, keywords have
been updated to align with changes in
conversation we’ve observed.
Business & consumers
Economy
#NZPOL Decisions
Mental health
The impact COVID-19 has had on how
Conversations New Zealanders are having
The nation’s response to and perception of
What conversations are New Zealanders having
Information
businesses operate and how consumers’
about the economy, economic decisions and
New Zealand’s leadership and decisions
about their own mental health and that of their
behaviour has adjusted to ensure retail /
upcoming recession and recovery.
surrounding the response to COVID-19.
families and communities. What support is
hospitality / workplaces run safely.
being offered and how are people coping and
Contact tracing
Team of five million / Unite against virus
what are their stresses/anxieties.
Enforcement
What conversations are New Zealanders having
Encouraging the nation to ral y together,
Responses to the role of official enforcement
about contact tracing and the use of apps and
comply with the rules and cheerleading the
Timeframe
Official
and stories about how infringement is dealt
other contact tracing methods.
cause.
Discussion about how long it wil take before
with.
Alert Level restrictions are lifted or when life
the
Virus
Way of life
returns to normal.
Domestic violence
This conversation looks at the virus itself. This
The impact COVID-19 has had on New
How are we discussing family violence and
may include discussion about vaccination,
Zealanders' everyday life, including remote
Financial stability
abuse. How are the domestic violence services,
medical response, health advice, symptoms of
working and schools, socialising, and changes
The impact COVID-19 is having personal y on
agencies and wider community responding
COVID-19 and number of cases/deaths in New
that people have made to adapt to life in the
New Zealanders in relation to their employment
under
during this period.
Zealand and global y.
pandemic.
situations and personal and/or business
finances.
Environmental issues
How are we talking about environmental issues
including pollution, sustainability/waste and
water preservation during this time.
Data source: public Facebook pages, Twitter, blogs, forums, Reddit in New Zealand.
Released
COVID-19 Awareness Study / Confidential / Annalect 2021
C A T E G O R Y O F C O N V E R S A T I O N :
B R E A K D O W N & G R O W T H
Category change: week on week
1982
Categories current week (April 13 - 19) benchmarked against previous week (April 6 - 12)
Act
Information
Official
the
under
Category breakdown excludes data that has not
Data source: public Facebook pages, Twitter,
Total volume of conversation:
been classified. This data contains posts and
blogs, forums, Reddit in New Zealand.
April 13 – 19: 368,452
comments outside our key word query for
April 6 – 12: 435,487
example tagging friends, one-word responses
March 30 – April 5: 363,732
and so on.
Released
COVID-19 Awareness Study / Confidential / Annalect 2021
9
1982
Act
Information
Official
the
under
Released
COVID-19 Awareness Study / Confidential / Annalect 2021
C A T E G O R Y S E N T I M E N T
Net sentiment of each category per week.
1982
Al categories decreased in
Comparing current week (April 13 - 19) & previous week (April 6 - 12)
Act
negative sentiment aside from
Team of 5 Mil ion, Enforcement
and Domestic Violence.
Information
Official
the
under
Data source: public Facebook pages,
Twitter, blogs, forums, Reddit in New
Zealand.
Released
COVID-19 Awareness Study / Confidential / Annalect 2021
A N N A L E C T S O C I A L
11
A N A L Y T I C S
1982
Analysts have segmented social conversation into categories that reflect
Act
Vaccine
New Zealanders’ attitudes towards the COVID-19 vaccine.
Attitudinal
Segments we have defined:
Positive
segmentation:
Vaxx advocate = Advocating for New Zealanders to have the vaccine.
Back to normal = Motivated by returning to a sense of normality.
Positive Access = The ease and accessibility of getting vaccinated, having
Information
a positive experience of vaccination.
Negative
Vaxx sceptics = Hesitancy or distrustful of the vaccine.
Rushed d
Official
evelopment = Uncertainty due to the speed the vaccine was
created.
Conspiracy and misinformation = Anti-vaxx and conspiracy theories.
the
Negative access = Barriers and blockers to accessing the vaccine, having
a negative experience of vaccination.
Neutral
under
Vaxx development and approval news = Development and approval of
the vaccine
Politics = conversation about how governments are dealing with the
vaccine.
Roll out and planning discussion = How the vaccine rol out is
progressing.
Released
COVID-19 Awareness Study / Confidential / Annalect 2021
A N N A L E C T S O C I A L
12
A N A L Y T I C S
1982
Act
Vaccine
For April 13 -19 we have looked further into Positive Access and
Negative Access conversation. Both of these segments
represent a small percentage of the total conversation about
conversation
vaccines. Analysts will monitor these categories as the rollout
progresses.
summary:
The Positive Access category volume was stable from last week,
Information
remaining at <1% of the total vaccine conversation. People are
sharing positive experiences of receiving the vaccine.
The Negative Access category volume dropped 2% from last
Official
week to 3% of total vaccine conversation. Themes of
conversation remain the same with people and employers
the expressing difficulty in making appointments and finding out
information.
under
Note: Analysts have checked in on conversation about the
Travel Bubble. Sentiment about the trans-Tasman bubble has
remained stable with slight changes in sentiment from the
previous week.
Released
COVID-19 Awareness Study / Confidential / Annalect 2021
E X P L O R I N G
13
C O N V E R S A T I O N : V A C C I N E
People are sharing personal experiences of receiving the COVID19 vaccine
with others expressing frustration at trying to organize vaccinations.
1982
The volume of conversation in the
Act
Sharing frustrated experiences of
Sharing experiences of having the
Positive Access remained stable from
trying to access the vaccine for
vaccine or others who have received the
last week at <1%. In this category there
themselves/family/colleagues
vaccine
are people talking about getting the
vaccine or discussing family members’
receiving the vaccine. There was a small
amount of conversation where people
shared information that may help others
be able to access the vaccine.
Information
The Negative Access category dropped
2% this week to 3% of total conversation.
Noted themes are people are expressing
frustration and confusion at pace of the
Total vaccine conversation, April 13 - 19
rol out and finding it hard to find out how
Official
and when people wil be able to have
vaccinations.
Concern about NZ vaccine
the
rollout/uptake
under
Released
COVID-19 Awareness Study / Confidential / Annalect 2021
E X P L O R I N G
14
C O N V E R S A T I O N : V A C C I N E S
Graph illustrating vaccination segments over time March 1 – April 19, 2021
1982
Act
Information
Official
the
under
Released
COVID-19 Awareness Study / Confidential / Annalect 2021
15
1982
Act
Thank you
Information
Official
the
Contact
[email address]
under
[email address]
Released
COVID-19 Awareness Study / Confidential / Annalect 2021
