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wSocial Media Campaign Analysis

Strategies used by each party

Impact of the campaigns

Learnings

Region : IndiaResearch Period: 15th Dec’13 to 22nd Jan’14

SOCIAL MEDIA GAMUT USED BY THE THREE PARTIES

AAP VS BJP VS CONGRESS

Microblogging channels, followed by social networks contributed the maximum number of conversations around the three political parties.

Channel Distribution

Forums 0.9%

Microblogging 74%Videos 0.41%

News 0.13

Images 0.15%

Microblogging

74%Social Networks

25%

Social Networks 25%

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Top Sources

0.26%

0.3%

73.22% 0.25%

0.09%

0.30%

0.05%

24.60%

1%

0.13%

Twitter and Facebook were the most preferred social media platforms.

Twitter

73.22%Facebook

24.60%

Reddit

Yahoo Answers

Twitter Friendfeed

Tumblr

Youtube

Vimeo

Facebook

Google Plus

Flickr

1%Picasa

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wSTRATEGY

Active Social Media Strategy

“Thunderclap”

AAP

The party Used Twitter and Facebook to spread awareness using Thunderclap

Thunderclap, was an intelligent strategy by AAP that created a buzz across the social media.

10,152Facebook and Twitter users agreed to let Thunderclap post the message on their timelines.

Used Google+ Hangouts to communicate with each election booth and to reach out to the voters.

Replicated Obama’s Campaign strategy

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BJP Active Social Media Strategy

Facebook

Apps

Ek hi Vikalp

iModi campaign- app for Apple devices

Mission 272+

11,000 downloads for BJP's 'India272+‘ Android platform

Apps: iModi campaign- app for Apple devices

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CONGRESS Weak Social Media Strategy

Congress did not have any major initiatives except it’s presence on Twitter and Facebook.

Twitter

Facebook

India Youth Congress

Congress made desperate attempts to engagewith social media users. Twitter was it's best bet. The party used WhatsApp as an engagement platformto reach out to the youth. It used Twitter to propagate about the initiative.

The party's weak strategy had impacted it's presence on Facebook too. The India Youth Congress page witnessed far less number of engagementsas compared with BJP and AAP.

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wFACEBOOK AND TWITTER POPULARITY

BJP gathered maximum exposure on Facebook with two pages

AAP was the most popular party on Twitter with 4,40,925 followers

Ek Hi VikalpMission 272+

#VoteForAAP and Aam Aadmi Party campaigns

Congress experienced low visibility across social media streams on Facebook and Twitter.

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POPULAR HASHTAGS

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GOOGLE+ POPULARITY AND CAMPAIGN STRATEGY

People in Google+ circles

Party Individual

Narendra Modi was the most popular politician on Google+

As a party, AAP had the largest set of engagements

1,41,366 + 2,118 +

1,207 + 11,88,857 +

3,125 + 579 +

Arvind Kejriwal

Narendra Modi

Rahul Gandhi

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Sentiment Split for Google+ Chatter

Maximum chatter around AAP.Positive sentiment around AAP and BJP strong.BJP used Google+ to reach people with its Mission 272+ campaign.Narendra Modi (BJP) had the highest number of followers.

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wNEWS THAT CREATED BUZZ

Narendra Modi is sole focus of Bharatiya Janata Party's campaign on Facebook, Twitter

Bharatiya Janata Party's campaign on Facebook, Twitter

Thunderclap: support AAP [aam aadmi party] Now, AAP wants you to ‘donate’ a tweet, FB post

AAP follows Obama's campaign strategy for Delhi polls

Congress to create ‘Cyber-Army’ to combat bjp ‘onslaught’ on social media

Left behind too far, Congress media team trying hard to outdo Modi's campaign

Why the BJP is winning the war on social media!

Congress Prepares for Social Media Blitz

After AAP, BJP and Congress launchsmartphone apps to woo urban middle-class voters

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IMPACT OF SOCIAL MEDIA CAMPAIGNS BY EACH PARTY

Mention Breakup

Mention Share 48%

News/ Videos/ Forums

Social Networks

Blogs/ Microblogs

Mention Share 36%

Mention Share 16%

17%

2%

16%

7%

33%

60%

82%

20%

63%

AAP - 1, 56,841 (48%)

BJP - 1, 17,472 (36%)

Cong - 53,171 (16%)

Total Mentions 3,27,484

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wSENTIMENT ANALYSIS

Sentiment split for mentions around each party

Despite AAP's growing popularity with maximum mentions on social media, BJP enjoyed a higher positive momentum

Overall Positive Sentiment

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wGENDER AND STATE SPLIT

New Delhi, Mumbai, Bangalore and KolkataTotal Participation: 30,432 (Male and Female)

16,535 (55%)

11,555 (37%)

2,342 (8%)

Congress had the least number of mentions with only 2,342 conversations.

AAP BJP Congress Total

Gender Male Female Male Female Male Female

Delhi 4,475 671 3,431 523 610 97 9,807

Mumbai 6,409 1,144 3,426 1,015 856 150 13,000

Bangalore 2,520 378 2,266 346 447 71 6,028

Calcutta 896 42 475 72 100 10 1,595

Total 14,299 2,236 9,598 1,957 2,014 328 30,432

% 86% 14%83% 17%86% 14%

AAP had the highest number of mentions from Delhi while BJP was equally popular across Delhi and Mumbai.

Male contribution was higher than female in the overall chatter.

Mumbai, followed by Delhi, had the highest contribution of male and female participations.

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LEARNINGS FOR SOCIAL MEDIA MARKETERS

Innovate to Attract Social Media InfluencersNew ways of engagement can attract a lot more social media users and influencers. AAP’s replica of Obama’s campaign strategy in India exactly did this. The use of Google+ Hangouts gave them a huge opportunity to engage with voters and members on the booth. While, BJP’s use of Android applications was very popular among users.

Use a Combination of Social Media Platforms

Timing Matters

Increase the overall impact of your campaign by combining it with multiple plat-forms and then linking each platform. AAP’s Thunderclap was linked to Twitter and Facebook. BJP linked Narendar Modi’s Google+ Hangouts to Twitter hashtags and Facebook pages to create a buzz and gathered over 2,00,000+ views on the hangout promotion videos. The party managed to get over 20,000 questions through various mediums including Facebook, Twitter, YouTube. and websites

If your competitors are throwing in some interesting campaigns and content, get inspired. Observe their strategy to know what’s working for their community, what’s trending in their circles and how they are implementing it. Do not hesitate to start your own campaigns .Congress, which was the least popular party on social media, missed the buzz due to lack of initiatives when AAP and BJP were very active across platforms.

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