Journey of Narendra Modi Online From #NaMo4PM to #PMOIndia

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The journey was started on February 28, 2005

when NarendraModi.in domain was created.

Internet was

emerging

Youth Population Increasing

(400M app.)

Narendra Modi has foreseen

the importance of digital presence

With the emergence of Social Media, he enhanced

his reach and joined Twitter in January 2009 &

Facebook in May 2009

Present Stats: Facebook Users: 100M+

Twitter Users: 18.1M+

Two-way Communication

Fan Base Formation

Subtle Image Building

Dream of becoming a Prime Minister of the world’s biggest democracy started taking a shape with the campaign

Narendra Modi for PM on January 13, 2010 fb.com/NarendraModi4PM The popularity of Narendra Modi became inevitable

3 years of campaigning to build an image of a perfect PM

BJP was left with no other option than selecting him as PM Candidate for General Elections 2014

Ousted senior leaders like L.K. Advani with a silent strategy

How Narendra Modi became popular? 3things that made

Narendra Modi Popular online Establishing a transparent image

by putting on-ground activities

online  

Accurate positioning

with excessive content seeding  

Optimized use of Social

Media  

•  Narendra Modi has utilized all the social platforms for creating the desired image. Facebook, Twitter, Youtube, Slideshare, Flickr, Pinterest, etc. were effectively used during the campaign. •  Social platforms helped him in connecting with masses and establishing two-way communication. •  Social Media as an owned platform definitely helped him in disseminating information directly to the masses at any point of time.

Optimized use of Social Media  

In last 3 years NaMo created lakhs of Modi Brand Advocates via social media who worked in mouth publicity online and on-ground during the campaigning.

This helped him in suppressing the

negative content be it about Godhra

Riots or his

marriage with Jashodaben Modi.

Suppressed Content

•  Narendra Modi has not left a room for negative content by stuffing all the search engines with excessive positive content. •  Campaigning included not just the official platforms & social channels of Modi but numerous pseudo accounts and platforms. •  Forums, media platforms and websites are packed with the content which NaMo and BJP wanted to float. •  Platforms like www.quora.com/Narendra-Modi, www.narendramodiplans.com, www.isupportnamo.org/ are content rich and have effectively helped in portraying the desired image. All the queries are tactically solved on forums to remove negativity.

Accurate positioning with excessive content seeding

•  The way NaMo’s online promotional campaigns helped in creating brand ambassadors for on-ground mouth publicity, representation of on-ground activities on online platforms supported in establishing a transparent image of NaMo. •  Information of various developments in Gujarat and NaMo growth model is disseminated on daily basis. •  Blogs on various issues, occasions, events, situations and topics were published on regular basis to create the desired image in minds of masses. •  At the time of campaigning information of rallies was conveniently disseminated.

Establishing a transparent image by putting on-ground activities online

Narendra Modi

Narendra Modi Official: 16M+ Likes

fb.com/narendramodi

fb.com/NarendraModi4PM:

1.7M+ Likes

fb.com/iSupportNamo:

3.6M+ Likes

fb.com/IWantModi:

99K+ Likes

fb.com/NAMOBestPrimiMinisiterOfI

NDIA:

83K+ Likes

On Facebook

•  Narendra Modi official fan page to establish transparency and two-way communication. This platform gives details of his schedule & portrays his views on various occasions and incidents. •  There are various pages like NaMo4PM which are used to build his image as a perfect candidate for PM. •  There are numerous fb open and closed groups discussing about NaMo. They are usually created according to different places and his varied roles. •  Then there are several fb pages created and managed by his fans. •  Facebook Ads also played an important role and helped in targeting the audience demographically. His campaign ‘Abki baar, Modi Sarkar’ was launched in many languages to touch the nerves of people.

•  Millions of people are associated with NaMo on facebook and working as his brand ambassadors.

Narendra Modi On Facebook

and the list goes on…

Narendra Modi

Narendra Modi Official:

4.64M+ Followers twitter.com/narendramodi

twitter.com/NaMo4PM - 67.5K

twitter.com/wesuportmodi4PM - 37.6K

twitter.com/Narendramodi_PM - 56.5K

twitter.com/TigerNaMo - 16.1K

twitter.com/NaMo4PMI - 11.2K

twitter.com/NarendraModiPM - 9,515

twitter.com/i_narendramodi - 4883

On Twitter

•  Narendra Modi official twitter handle gives instant updates and happenings about NaMo. It also act as a platform where NaMo expresses his views and gives special comments.

• Almost 1.97K number of unique people talking about Narendra Modi every month. •  Like fb there are various twitter handles like NaMo4PM which are used to build his image as a perfect candidate for PM. •  There are numerous lists on twitter that are intended to spread positivity and encourage discussions. •  There are several BJP & fan twitter handles that helps in promoting hashtags and discussions about NaMo. He is the most discussed political personality on twitter with maximum positive trends. •  Millions of people are associated with NaMo on twitter too and they work as his brand ambassadors. It helps in suppressing the negative sentiments immediately.

• NaMo has more fan base than Superstar Rajinikanth.

Narendra Modi On Twitter

• These are some of the hashtags which trended on twitter almost throughout the campaigning for general elections.

• They were flooded with positive sentiments.

• Every day Narendra Modi was in trend for his rallies at various places.

• During the campaigning he met stars like Salman Khan and Rajinikanth which became the topic of discussion on twitter.

• Apart from his general video bites on newschannels, his interview with Arnab Goswami and his appearance on Aapki Adalat were nationally most discussed topics on twitter.

Narendra Modi

Google +

+NarendraModi

1,378,877 followers

104,777,706 views

plus.google.com/+NarendraModi

Narendra Modi Official Website - 6188th most visited website in the World

& 296th most visited website in India. www.narendramodi.in

Youtube

Narendra Modi Official Channel -163,348 subscribers

19,293,207 views youtube.com/user/narendramodi  

On Varied Platforms

A Campaign that started with ‘NaMo4PM’ took a new shape after announcement of PM candidature. A

perfect plan was made to

Leverage the popularity of NaMo +

Highlight all the negative aspects of UPA Government +

Enlighten the hope & positivity among people

Abki Baar

Modi Sarkaar

Janta maaf nahi karegi

Achchhe din aane wale hain

3 parallel campaigns that were carried on all the possible mediums -

This campaign was created as an expansion of ‘NaMo4PM’, with an aim

to target complete nation in mother tongue. Main purpose is to leverage the

popularity of Narendra Modi.

‘Janta maaf nahi karegi’ line is used to highlight all the negative aspects

and failures of UPA Govt.

This campaign was planned to generate hope and positivity among people. It helped in highlighting the

promises of BJP.

• Print Ads in varied languages were published in all the newspapers. • TV ads in between the programs.

• Whats App Messages and Ringtones.

• TV ads on prime time. • Youtube videos were released. • Memes were encouraged. • Whats App messages &

Images.

• Song was created and released on Youtube. • Same song was played on all the TV

channels. • Ringtones were shared among masses on

whats app. • TV Commercials were also created on the

same line.

3 Campaigns

1 Mission

‘result says it all’. NaMo is the new PM of India.

BJP recorded historic win with

undisputed majority.

As  we  say      

PMOIndia

• 76k tweets congratulating Narendra Modi using #CongratsNamo

• #CongratsNaMo trended Worldwide for almost 10 hours

• ‘Congratulations Sir’ went trending Worldwide for almost 4 hours

• 320 thousand Tweets using @narendraModi talking about Modi or talking to him [probably the record number of mentions for one Twitter handle]

• India’s most retweeted tweet in the history – the first tweet after victory by Narendra Modi.

64,919 RTs 40,246 Favorites

Result says it all

BJP won 282 seats i.e. 31% of all votes

Total buzz on the result day 2,26,552 for NaMo

64K+ RTs & 40K+ Favorites on NaMo’s ‘India has won’ tweet.

Sum Up

Online Journey of NaMo

2005

NarendraModi.in

2009 Jan

Twitter

2009 May Facebook

2010 Jan

NaMo for PM

2012

I Support NaMo

2007 Oct Youtube

2014 May

PMOIndia

2013

Nominated for PM Candidature

2014

3 Historic Campaigns

The strategy that struck

the right chord with the people of India

Work on image building according to TG and not your own perceptions and beliefs. Do the research and understand the nerve of your TG. -1: Congress tried creating an image as per Congress ideology rather than focusing on mindset of TG. +1: Narendra Modi worked on image building as per Indian youth ideology. Either we talk about his look, his words, his healthy lifestyle (yoga) or his tech-savvy image, this is all planned and not something that happened by chance.  

India is the nation of youth with 450M+ youngsters and they are the biggest influencer. Win their trust and keep them informed about every decision. It helps in creating diehard party followers. -1: Congress concentrated on grass-root level and interacted more with followers. +1: Narendra Modi interacted personally with influencers and connected with followers through rallies and mass communication.

Social Media spreads everything at the speed of light be it positive or negative. So it is important to remove all the image damaging news and information from search engines. As we say ‘Positivity overcomes Negativity’, stuff search engines & social networking sites with positive content. -1: Congress does not have impressions of the work they have done online and has never concentrated on removing the negativity online. +1: Narendra Modi managed to handle the marriage and godhra riots with content management.

As a leader one is expected to be unbiased. This helps in creating a crystal clear image of a person. Use blogging efficiently and portray the desired image. -1: Congress missed to give detailed views on everything going in country and world this leaves a room for perception. Don’t give a chance and allow perceptions to ruin the image. PM was expected to speak on inflation, foreign intrusion, increasing rape cases, etc but the silence spoiled everything. +1: Narendra Modi’s blog portrays what he exactly want to convey on every big and small issue.

Availability is very important. Everyone expects the leader to be available for them. Social networking helps in being there and listening the problems, views, suggestion and everything that nation wants to convey. It also helps in understanding the views of citizen on particular issue and thus, it gives direction in showcasing one’s views. -1: Sonia Gandhi, Rahul Gandhi and Manmohan Singh, nobody has official verified social profiles on any of the channel. +1: Narendra Modi has presence on every online platform.

Arnab Mitra

Mayur Sethi

Barkha Jain

Credits – Team Behind

Kamlesh Sawal

Zubin Nalawalla

Thank you arnab.mitra@liqvd.asia

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