SOCIAL

MEDIA

BUZZ

ANALYSIS

REPORTApril 2014

What to expect?

1. Top 10 Politicians

2. Top Political Parties

3. Uncover the key insights on elections

4. Dig out relevant demographics

Key Findings this April

• Narendra Modi, Arvind Kejriwal and Rahul Gandhi were the top 3 most

talked about politicians.

• With polling set to end, popularity of most politicians is increasing.

• Narendra Modi extended the lead with an SSI score of 86, compared to second placed

Arvind Kejriwal with an SSI score of 83.

• BJP, Congress and AAP maintained their leadership on social media.

• However, the party Biju Janata Dal was the most favored party in April.

• On an average there were 77 lakhs conversations per day on Indian politics on

social media in the month of April.

Introduction

What a month it has been!

As the world’s largest democratic exercise comes to a close, it is time to take stock of the score

sheet.

If India’s vibrant social media community has a say, then there’s a clear winner – Narendra

Modi. The BJP’s prime ministerial hope maintains his lead among politicians this month as well,

stamping his authority with a Simplify360 Social Index (SSI) score of 86. However, it would

be hasty to write off Congress, which is among the top three most favored parties online.

Since our SSI score takes into account four parameters - awareness, spread, prominence and

favourability – there are a few surprises as well. For example, BJP patriarch LK Advani has

emerged as the second most favored politician, while Biju Janata Dal is the most favored

party.

With over, 816 Million conversations tracked so far in the last 5 months, it will be interesting to

see the results of India’s first social media elections. Dive into this report for many such insights

from the hustle bustle of Indian elections.

Vang Lian

Head of Research, Simplify360

TOP 10 POLITICIANS

April

2014

TOP 10 MOST POPULAR POLITICIANS

ARVIND KEJRIWAL

MANMOHAN

SINGH

ARUN JAITLEY

8386 78 7274

71 70 6770

1 Narendra Modi

No. of unique

people talking2,97,976

Total buzz in

the month21,39,315

2 Arvind Kejriwal

No. of unique

people talking1,84,925

Total buzz in

the month10,97,533

3 Rahul Gandhi

No. of unique

people talking95,673

Total buzz in

the month3,88,753

4 Sonia Gandhi

No. of unique

people talking49,985

Total buzz in

the month1,68,072

5 Priyanka Gandhi

No. of unique

people talking35,547

Total buzz in

the month1,04,419

7 Subramanian Swamy

No. of unique

people talking44,374

Total buzz in

the month1,60,757

8 Digvijay Singh

No. of unique

people talking39,550

Total buzz in

the month1,03,533

9 Rajnath Singh

No. of unique

people talking22,683

Total buzz in

the month63,565

10 Yogendra Yadav

No. of unique

people talking23,087

Total buzz in

the month48,891

HARSH VARDHAN

71

6 Manmohan Singh

No. of unique

people talking44,610

Total buzz in

the month1,04,433

Simplify360

Social Index (SSI)

Ranking of politicians based on a politician’s overall score, in case of politician having same SSI, ranking based on Unique people

NEW ENTRANT

NEW ENTRANT NEW ENTRANT

SSI BREAK-UP OF TOP 10 POLITICIANS

RANK POLITICIAN AWARENESS SPREAD PROMINENCE FAVORABILITY SSI

1 Narendra Modi 89 40 90 83 86

2 Arvind Kejriwal 88 33 87 80 83

3 Rahul Gandhi 82 48 80 73 78

4 Sonia Gandhi 75 56 73 77 74

5 Priyanka Gandhi 73 65 71 75 72

6 Manmohan Singh 73 58 71 70 71

7 Subramanian Swamy 74 34 72 70 71

8 Digvijay Singh 73 40 64 77 70

9 Rajnath Singh 66 60 67 89 70

10 Yogendra Yadav 64 42 62 87 67

Awareness: Based on total mentions and unique people talking about a party/politician

Spread: Measures the quality of mentions spread by considering Total impressions, total buzz and unique people talking

Prominence: A measure of how prominent a politician on other social media platforms, which is measured by considering the

links shared, images and videos uploaded

Favorability: The extent of favorability of a politician/party. Sentiment is used for arriving at the score

SOCIAL MEDIA BUZZ OF POLITICIANS IN THE LAST 4 MONTHS7,

19,8

78

10,7

1,07

0

4,31

,504

49,3

20

69,9

02

1121

32

27,3

07

32,4

19

37,7

86

7,42

,713

9,54

,289

3,17

,851

52,0

11

38,1

31

75,5

91

18,9

27

42,0

12

46,6

42

15,2

9,79

6

20,1

4,25

9

3,29

,180

76,4

16

40,9

41 1,37

,472

39,4

36

84,8

97

96,3

68

21,3

9,31

5

10,9

7,53

3

3,88

,753

1,68

,072

1,04

,419

1,04

,433

1,60

,757

1,03

,533

63,5

65

48,8

91

Narendra Modi Arvind Kejriwal Rahul Gandhi Sonia Gandhi Priyanka Gandhi Manmohan

Singh

Subramanian

Swamy

Digvijay Singh Rajnath Singh Yogendra Yadav

Jan '14 Feb '14 Mar '14 Apr '14

ARVIND KEJRIWAL’S VISIT TO GUJARAT, AAP ASSOCIATED WITH NAXALS

0

20

40

60

80

100

120

140

01-04-2014 06-04-2014 11-04-2014 16-04-2014 21-04-2014 26-04-2014

THO

USA

ND

S

Arvind Kejriwal Narendra Modi Rahul Gandhi Sonia Gandhi

Daily mentions of the top 4 politicians in April, 2014

#Kejriwal4Kashi

#ModiSendMeToPak

StandWithArvind 1,19,613

SlappedAgain 35,179

Kejriwal4Kashi 59,363

ModiSendMeToPak 59,912

UPNeedsNaMo 50,770

Ananth4NaMo 17,187

ModiOnZee 21,587

WeLoveRahul 79,831

RagaSaga 14,655

Toffee Model 17,268

ARVIND KEJRIWAL NARENDRA MODI RAHUL GANDHI

Trending topics on the top politicians

#SlappedAgain

#IStandWithArvind

TOP TWEETS ON MODI

4

1 3

2

TOP TWEETS ON ARVIND KEJRIWAL

1 3

42

TOP TWEETS ON RAHUL GANDHI

1

2

3

4

Politicians by favorability score

Most favoured Least favoured

97

94

94

2. MILIND DEORA

1. AJAY MAKEN

3. LK ADVANI

Note: Analysis based on the top politicians whose buzz volume is greater than 5K during April month

34

42

41

1. AHMED PATEL

2. SOMNATH BHARTI

3. MANISH TEWARI

Parties

TOP POLITICAL PARTIES

April

2014

BHARATIYA JANATA PARTY

86 84

61

1 Bharatiya Janata Party

No. of unique people

talking2,35,815

Total buzz in the month 22,58,746

82

3 Aam Admi Party

No. of unique people

talking1,00,887

Total buzz in the month 7,29,291

2 Indian National Congress

No. of unique people

talking1,44,245

Total buzz in the month 5,97,152

63

4 NCP

No. of unique people

talking18,137

Total buzz in the month 34,937

5 Bahujan Samaj Party

No. of unique people

talking16,404

Total buzz in the month 30,521

TOP POLITICAL PARTIES

Simplify360 Social Index (SSI)

55

6 Trinamool Congress

No. of unique people

talking14,329

Total buzz in the month 29,978

NEW ENTRANT

Ranking of political party based on a party’s overall score, in case of party having same SSI, ranking based on Unique people

SSI BREAK-UP OF TOP POLITICAL PARTY

RANK POLITICIAN AWARENESS SPREAD PROMINENCE FAVORABILITY SSI

1 Bharatiya Janata Party 89 73 90 78 86

2Indian National

Congress84 77 83 87 84

3 Aam Admi Party 84 31 87 84 82

4Nationalist Congress

Party59 92 53 77 63

5 Bahujan Samaj Party 58 77 45 82 61

6All India Trinamool

Congress55 81 47 57 55

Awareness: Based on total mentions and unique people talking about a party/politician

Spread: Measures the quality of mentions spread by considering Total impressions, total buzz and unique people talking

Prominence: A measure of how prominent a politician on other social media platforms, which is measured by considering the

links shared, images and videos uploaded

Favorability: The extent of favorability of a politician/party. Sentiment is used for arriving at the score

SOCIAL MEDIA BUZZ OF POLITICAL PARTIES IN THE LAST 4 MONTHS8,

27,4

18

3,89

,965

6,40

,833

28,2

79

10,3

36

5,19

0

7,37

0

2,89

4

9,33

9

7,12

3

40,8

47

8,94

,327

3,16

,036 4,53

,757

46,8

42

7,51

5

8,60

5

7,12

7

6,16

6

11,4

12

9,71

1

10,3

92

21,1

6,56

2

4,79

,477

8,05

,092

38,2

16

24,5

35

14,4

36

15,5

75

8,56

3

14,3

94

22,2

13

8,94

5

22,5

8,74

6

5,97

,152 7,29

,291

34,9

37

30,5

21

29,9

78

15,9

36

13,6

29

13,0

92

9,51

1

9,27

5

Bharatiya

Janata Party

Indian

National

Congress

Aam Admi

Party

Nationalist

Congress

Party

Bahujan Samaj

Party

All India

Trinamool

Congress

Dravida

Munnetra

Kazhagam

All India Anna

Dravida

Munnetra

Kazhagam

Biju Janata Dal Janata Dal

(United)

Communist

Party of India

(Marxist)

Jan '14 Feb '14 Mar '14 Apr' 14

BJP CLEARLY LEADS THE BUZZ WITH AAP AND CONGRESS AT A FAR DISTANT

0

20

40

60

80

100

120

140

160

180

01-04-2014 06-04-2014 11-04-2014 16-04-2014 21-04-2014 26-04-2014

THO

USA

ND

S

Aam Admi Party Bharatiya Janata Party Indian National Congress

Daily mentions of the top 3 political parties in April, 2013

TOP TWEETS ON BJP

1

2

3

4

TOP TWEETS ON CONGRESS

1 3

2 4

TOP TWEETS ON AAP

1

2

3

4

Parties by favorability score

Most favoured Least favoured

90

87

77

1. BIJU JANATA DAL

2. INDIAN NATIONAL CONGRESS

3. Dravida Munnetra Kazhagam

Note: Analysis based on the top parties whose buzz volume is greater than 5K during April month

57

77

67

1. ALL INDIA TRINAMOOL CONGRESS

2. COMMUNIST PARTY OF INDIA (MARXIST)

3. NATIONALIST CONGRESS PARTY

Where is most of the buzz on

Indian Elections 2014 coming

from?

26.5% 18% 8.7%

Top 3 States discussing on Indian Elections

%age mentions

from Maharashtra

%age mentions

from NCT

%age mentions

from Karnataka

12%FEMALE

88%MALE

Most of the discussions on

Politics were from Men

Gender wise distribution

Maharashtra surpassed Delhi in

terms of social media

discussions about politics and

elections followed by Karnataka.

The three states have

continuously led the buzz share.

What could possibly

be more important

than what your

consumers [voters] say

about you?”

Mary O’Connell

Director of Global Digital

Marketing, Clorox Brands

“

BUZZ ON INDIAN ELECTIONS IS ON AN INCREASING TREND

0

20,00,000

40,00,000

60,00,000

80,00,000

1,00,00,000

1,20,00,000

Mentions Linear (Mentions)

APPENDIX

About the Company and

Research Methodology

CAN WE RANK A POLITICIAN/PARTY

BASED ON PEOPLE’S OPINION

ON SOCIAL MEDIA?

Uncover the Simplify360

Social Index (SSI) for ranking a politician/party

Reasons on why ranking is important?

1. Buzz alone cannot determine the

performance of a politician/party

2. Ranking helps in benchmarking a

politician/party with others

3. Few people generating more buzz

on a politician/party may not

indicate a politician/party has

performed well compared to others

on social media

Simplify360 Social Index (SSI)

AWARENESS SPREAD PROMINENCE FAVORABILITY

A POLITICIAN/PARTY IS RANKED BASED ON FOUR BROAD PARAMETERS

Weights

Volume of buzzUnique People talking about

X% Y%

Quality of Spread

Z%

Number of images or

videos and links

P%

Considers Opinion of

people

Q%

SCORES ARE NORMALIZED AT EACH SUB PARAMETER LEVEL AND AT BROAD PARAMETER LEVEL TO GET THE FINAL SCORE FOR A POLITICIAN/PARTY

IN CASE OF POLITICIANS HAVING THE SAME SSI SCORE, RANKING IS BASED ON AWARENESS

Total Twitter mentions and

unique people talking

about a party/politician

are considered for finding

the Awareness score

Measures the quality of

Twitter mentions spread

by considering total

impressions, total buzz

and unique people talking

about

A measure of how

prominient a politician is

on other social media

platforms, which is

measured through Twitter

by considering the links

shared, images and

videos uploaded

Measures the extent of

Favourability of a

politican/party. Considers

Sentiment in to account

for analyzing the

Favorability score

About the Data:

Timeframe: April 01, 2014 – April 30, 2014

Geography: India

Data sources*:

All the tweet mentions on Indian elections,

parties & politicians were tracked from Twitter

using Simplify360 Social media monitoring tool.

Download the Monthly Elections Summary Report

Buy the Monthly Elections Detailed Report

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