Social media for political campaign in India
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Transcript of Social media for political campaign in India
Social Media and its
Importance
in Political Campaign
• The Internet is a globe that involves virtually all levels of the political communications, now a days.
• Social media has caused major changes in the political communication and has become useful resource often used by the politicians in order to strengthen their visibility. And Lok Sabha 2014 election is the biggest example and game changer in terms of cast more vote, candidates data, daily work done by candidates and campaigns during election.
• All the new media resources viz., the websites, blogs, Facebook, Twitter, Google Plus , YouTube, Pinterest and etc…of the politicians or the political parties allow the declaration of a informal identity in form of daily works, rallies and contribution to the society.
• Online Surveys, questionnaire on different media website, mobile apps and social pages are more approachable than newspaper reading and mouth whispering.
Importance
What is Social
Media
• The revolution called SOCIAL MEDIA has actually taken the world by storm .
• Its growth has been exponential where Radio took 38 years to reach 50 million users, TV took 14 years to achieve the same target.
• The internet got there in 4 years, iPod took 3 years for the same whereas Facebook added 100 million users in less than 9 months.
• In the past few years, SOCIAL MEDIA have made a rapid growth in terms of user counts globally.
• Facebook has more than 1.2 billion active users
• Twitter counts more than 200 million users
• Google Plus has more than 540 million users
Social Media
and Politics
• Social Media has emerged as an essential tool of communication for political parties now a days as mostly youth are come forward to join politics and in political activities ranging from joining their political groups by:
• Facebook Status Update and Photo posting with #hashtag trending
• Tweeting Short Messages, Twitter with #hashtag trending
• Expressing Supports Through Blogs
• Rally Videos, bytes of contestants and general views of voters on YouTube
• Group Hangouts on Google+
• 3D Technology and others
• Presently, youth and middle age voters are on Social Media. That is the reason Social media is playing a considerable new role in Indian democracy.
• With the changing scenario of Indian Politics, political parties and politicians have found a new ways of reaching out to a younger and target population.
• According to survey, Facebook users in 160 Lok Sabha Constituencies is more than the victory margin there in last election.
• This means Facebook users could be potential swing vote-banks in 2014.
Social Media and
Indian Politics
•But among major political parties in India, BJP has the biggest charisma in social media in 2014 elections.
•Where the Congress which is India's grand old party realized the importance of the social media much later.
•Anti-corruption campaigner-turned-politician Arvind Kejriwal from new party AAP is active on Facebook, Twitter and Google+ and YouTube.
Social Media and
Indian Politics
Party Strategy on Social Media by PartiesParty Strategy BJP CONGRESS AAP
Facebook Pages Ek hi Viklap Modi
-vote for change
-I Support Narendra Modi
-Narendra Modi for PM
-Mission 272+
- Congress party
- Indian youth congress
-Indian National congress
-Congress India
-Youth for Congress
-NSUI
- AAM Aadmi Party
-AAP for Hope
-India against corruption
-Arvind Kejriwal for Hope
-IITian AAP
Twitter #abkibaarmodisarkar
#mission272+
#Imodi
#BJP2014
#Bharatiyajantaparty
-#voteforRG
#VoteforRahulGandhi
#voteforcongress
#indiancongressparty
#congress2014
#congressagainstcorruption
#Vote for AAP
#Arvindkejriwal4change
#AAPpopularity
#Thunderclap
#Aapforhope
#Indiaagainstcorruption
Blogging bjporg.blogspot.com www.aiccblogspot.com www.aamaadmiparty.org/blog
Google 3D Yes No No
Google Hangout Yes Yes Yes
Door to Door Yes Yes Yes
YouTube www.youtube.com/user/BJP4Indi
a
www.youtube.com/user/congresspa
rtyindia
www.youtube.com/AAP
Websites www.bjp,org
www.bjpdelhi,org
www.inc.in
allindiacongress.com
www.aamaadmiparty.org
arvindkejriwal.co.in
Others Pamphlets , fliers, Billboards
,paper ads, TV ads, Chai pe
Charcha, Road show, Missed Call
Pamphlets, fliers, paper ads, TV ads,
Billboards or Hoardings ad, Road
show
Pamphlets, Fliers, Road Show, Give a
missed call and join AAP
Social Media Followers
BJP Party Congress Party Aam Aadmi Party
Facebook likes 05 Aug: 6,061,448
06 Aug: 6,067,480
05 Aug: 3,361,721
06 Aug: 3,362,494
05 Aug: 2,180,890
06 Aug: 2,181,445
Twitter followers 05 Aug: 6,99,317
06 Aug: 7,00367
05 Aug: 2,08,767
06 Aug: 2,09,008
05 Aug: 8,05,368
06 Aug: 8,06,093
YouTube subscribers 05 Aug: 67,172
06 Aug: 67,183
05 Aug: 10,164
06 Aug: 10,167
05 Aug: 44,831
06 Aug: 44,835
Facts of Political Parties gain through Social
Media
Data comparison of 5th and 6th August 2014
# Within two days BJP’s number of likes increased by 6032, whereas INC only by 773 and AAP by 555 (Facebook Data)
Power of Social Media
Power of Social Media
Power of Social Media
Haryana Assembly Scenario
•Total Population of Haryana as per the census 2011 - 25,353,081
•Literacy rate of the Haryana is 76.64%, which is quite high.
•Total Assembly Seats in Haryana: 90
•Gurgaon City has highest literacy rate followed by Panchkula at 81.9 percent and Ambala at 81.7 percent.
•District Rewari has the highest literacy rate in Haryana of 74%, higher than the national average of 59.5%
•Male literacy is 79% and Female literacy is 67%
•According to survey Iris- a company at the time of Lok Sabha Election released a statement: Internet users to be kingmakers in Haryana, will impact 8 Lok sabhaconstituencies
Potential Online reach in Haryana
Ambala8,80,000 people
Panipat680,000 people
Naraingarh38,000 people
YamunaNagar134,000 people
Rewari96,000 people
Panchkula1,10,000 people
Kurukshetra2,50,000 people
Rohtak174,000 people
Kalka90,000 people
Total users in Haryana
3,000,000 people
Kaithal92,000 people
Jind68,000 people
Sirsa96,000 people
Gurgaon6,60,000 people
Faridabad3,20,000 people
Total users in Haryana
3,000,000* people
* Approx. Figure
• Timing spend by people on different social media and some rule of thumb times that are best to post to different social media sites.
Facebook – 1 to 4 p.m.Twitter – 1 to 3 p.m.LinkedIn – 7 to 9 a.m. or 5 to 6 p.m.Google+ – 9 to 11 a.m.Pinterest – 2 to 4 p.m. or 8 p.m. to 1 a.m.
• Uses of Images: For increase engagement
• Measuring Success online
• Authentic networking
• Brand consistency
• Engaging presence
• Integrated technology
• Content that counts
Factors to do Social Media
Gender Analysis
Gender Respondent Percentage
Male 68 68%
Female 32 32%
Age Group Male Female
18-25 64% 74%
25-30 34% 25%
30-35 2% 1%
• Table reveal that out of the 100 respondents
• 68 percent of the respondents were male and 32 percent of the respondents were female.
• The respondents were divided into three different age categories.
Changing Scenario on Social
Media (Age-Group)
0
10
20
30
40
50
60
70
80
90
0- 2Hrs.
2 - 5Hrs
5- 8 Hrs 8+ Hrs.
male
female Time 0-2 h 2-5 h 5-8 h 8+hours
Male 45% 33% 28% 4%
Female 65% 21% 11% 3%
Time spending
every day on social
media?
Primary use on social
media for political Campaign
0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
Female
Male
Socialmedia
Facebook Twitter Blog Others
Male 74% 13% 5% 8%
Female 81% 7% 3% 9%
Followers on social
campaigns of
political parties?
0.00%10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%
Female
Male
Sl. No Response Overall%
1. Yes, regularly 24.9
2. Sometimes 69.6
3. Not at all 5.5
Local Issues are more
focused on Social
Media
%
NatioanlIssues
LocalIssues
Candidatesquality
Sl.No.
Response %
1. National issues 35.6
2. Local Issues 41.3
3. Candidates quality 23.1
Most visible Political
Party on Social Media
0%
10%
20%
30%
40%
50%
60%
70%
Female
Male
Sl.No.
Response %
1. BJP 64.2
2. Congress 4.2
3. AAP 28.9
4. Others 2.7
Social Media vs Traditional Media
•Radio, Newspaper, TV, Magazines, print, hoardings etc. are very known examples of Traditional Media for decades.
•Social Media is any technology that allows people to network with one another. It’s about engagements of people. Like Facebook and Google+.
•Social Media is interactive and cost effective by nature, whereas traditional marketing is passive.
•Social Media campaigns can be sculpted and toned to accommodate a specific target market, whether its local or world wide.
•Traditional Media will often present the product or offer, but the “interaction” ends there. When it comes to Social Media, the company and consumer truly interact and react off each other.
•Unlike traditional media, most Social Media vehicles are created online, allowing for a more malleable platform.
How Social Media is
different from
Offline?
Integrating ONLINE OFFLINE efforts
E-mail (voters management) Telemarketing
Social Networking, many places at same time
Door-to-door campaigning
Applications on campaigns Traditional media
Advertising cost effectively Community organization
Party management Mass meetings, rallies
Internet lobby Offline lobby
Facebook Marketing
Facebook Account SetupFacebook Page CreationIncreasing Page LikesIncreasing Facebook FriendsFacebook Hashtag creating
Keyword Based PostingWall Comments
Daily Updates on PageTabs Creation
Facebook Photo AlbumFacebook Video UploadsFacebook Polls or Quiz
Twitter MarketingTwitter Account SetupTwitter Page Creation
Twitter Profile Design
Increasing Twitter Followers
Twitter Profile Content WritingKeyword Based TweetsDaily tweetsTwitter Regular UpdatesRe-tweeting
Google Plus MarketingGoogle+ Account Set-UpWrite applicable posts
Increasing Google+ FollowersRegular Posts
Maintain profileGoogle Plus Community Followers
Linkedin MarketingLinkedin Profile Creation
Linkedin Company page creationIncreasing Company page followers
Regular UpdatesLinkedin Profile MaintenanceWeekly Linkedin Profile Updates
Pinterest MarketingPinterest Account CreationCreation of custom business URLUpdating of pin boardsIncreasing Pinterest FollowersFollowing of relevant PinnersRe-pinning
Youtube MarketingChannel SetupAppropriate TaggingMetaData writing for each videoIncreasing Youtube likes
Video Editing (If required)Channel Subscribers Tracking
Promotion of videos on Social Media platforms
Content MarketingArticle Writing
Article SubmissionPress Release WritingPress Release Submission
Blog CreationBlog Posting
Blog Commenting
Reporting/Support:
Monthly Work Reports (Detailed)Client Support
How Documentary
helps?
•Documentary is the easiest way to promote online as well as offline.
•Documentary is the recorded programs and instruction used to promote their party achievements and individual identities.
•Documentary grab the public attention easily through audio/video format.
•Documentary should be useful in remote or rural areas where internet facility is not available, through the help of projector.
•Message send directly to the voters without physical presence.
• Social Media is the cheapest marketing tool around. Hope it could helping your party to present your work, achievements in Haryana.
• The message of the campaign contains the ideas that the candidate wants to share their work and commitments, rallies with the voters.
• Social Media has emerged as an option much better than other traditional means like newspaper and mouth whispering.
• Tablets and smart phones are in, people prefer everything on their palm in as easy format as possible. And social media meets this requirement of the modern generation.
Why need
us?
Each campaign and candidate have different work style and personality that need to be highlighted in the work of promoting and overall image of the party /candidate:
•Website & Blog•Facebook, Twitter etc in Social Media•E-mailers, Mails & then collect voters data base•Activism: active people, campaign, rallies emails etc.•Online Media Press•Data Collection
Why need
us?
Digital rights management Content monetization Community managementInnovative media planningSocial media video production Brand communication strategy3D print and web development Social media Campaign design & developmentCo-sponsorships & merchandisingCreative services Website developmentTechnology solutionsWAP and SMS Media planning Online PRSupport and analytics Tracking tools Customized solutions SEO(Search Engine Optimisation)SEM(Search Engine Marketing)
Services by Media
Hypes