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Page 1: BJP dominates social media in the last 100 days of indian elections

INDIAN ELECTIONS100 DAYS SOCIAL MEDIA

BUZZ ANALYSIS REPORTJanuary 1, 2014 to April 09, 2014

Covered in

Page 2: BJP dominates social media in the last 100 days of indian elections

707,069

329,332

202,581

134,240

79,369

56,570

21,856

174,730

114,459

163,432

68,079

49,069

31,444

16,776

Corruption

Development

Religion & Caste

Women safety/empowerment

Economy

Price Rise/Inflation

Employment

Buzz Count Unique People Talking

Major issue talked about

Page 3: BJP dominates social media in the last 100 days of indian elections

Trending topics on economy

1. Finance Minister P Chidambaram blamed the most for the state

of the economy

2. There were concerns of the Economic growth rate.

3. People wants a better Economy

4. Stable government with a stable economy in other words a

better economy and stable government

5. Policies of political party on economy

Top 5 trending topics

Page 4: BJP dominates social media in the last 100 days of indian elections

Rahul Gandhi

Sample conversations: Rahul gandhi and I are almost same. Witless, shameless,

talentless and famous.

Rahul Gandhi uses the same sentences in all speeches,he

has become so predictable...stale...no yuva josh at all

Rahul Gandhi still "learning" after 10 yrs in politics

If you ever feel like you're having a bad day, just

remember that someone somewhere in the country is

listening to Rahul Gandhi speech.

Rahul Gandhi is made fun of for his speeches.

Still “learning” after 10 years

Humble leader

Rahul Gandhi is criticized for his

speeches. “If you ever feel like you're

having a bad day, just remember that

someone somewhere in the country is

listening to Rahul Gandhi’s speech”

tweeted Mohitraj on Twitter. There are

others who indicated that even after

more than 10 years in politics, he has not

learnt much.

He is admired for his humility as a

leader.

He is also called talentless

Page 5: BJP dominates social media in the last 100 days of indian elections

Good or bad leader - for Modi

Development: Narendra Modi’s proven track

record of developing Gujarat

Vision & change leadership: Modi’s vision of

making a ‘better India’ with the change

leadership, better policies and practices

WHAT MAKES PEOPLE THINK MODI AS GOOD LEADER?

Communalism & overstated development of

Gujarat: Few people said Narendra Modi’s

track record in Gujarat is not the runaway

success as he claims. They also indicated Modi

practices communalism

WHAT MAKES PEOPLE THINK MODI AS BAD LEADER?

Page 6: BJP dominates social media in the last 100 days of indian elections

Modi vs Gandhi vs Kejriwal

7270

727271

737374

76

SSI Score SSI Score SSI Score

Rahul Gandhi Arvind Kejriwal Narendra Modi

In the last three months, Narendra Modi is always ahead of the trio. As polling begins, Modi

extended the lead further.

SIMPLIF360 SOCIAL INDEX (SSI) OF NARENDRA MODI, ARVIND

KEJRIWAL AND RAHUL GANDHI IN THE LAST THREE MONTHS

Page 7: BJP dominates social media in the last 100 days of indian elections

Modi vs Gandhi vs Kejriwal

82

56

77

62

72

80

52

77

61

70

82

50

7672 72

88

46

85

52

72

88

46

83

50

71

88

33

88

6773

85

40

84

71 73

85

48

85

6874

88

40

88

77 76

Awareness

Score

Spread

Score

Prominence

Score

Favorability SSI Score Awareness

Score

Spread

Score

Prominence

Score

Favorability SSI Score Awareness

Score

Spread

Score

Prominence

Score

Favorability SSI Score

January February March

Rahul Gandhi Arvind Kejriwal Narendra Modi

Page 8: BJP dominates social media in the last 100 days of indian elections

Rahul Gandhi is popular among youths,

Nandan Nilekani among older people.In the share of interest for the politicians at

overall level, people in the age group of 40+

years constitutes 32.19% while among other

different age groups it is in the range of twenty

percent.

Looking at the individual interests of different

age groups among politicians,

• Rahul Gandhi is the most popular among

youths. The breakup of interests of people

of different age group is 11.5%, 41.8%,

33.8% and 12.9% respectively for the four

age groups.

• Anna Hazare seems to be quite popular

among the teenagers.

• Nandan Nilekani is most popular among

older generations of 40+ years.

AAP is popular among youths, Congress among

older people.

Most of the political parties are popular among

the older generations.

Youths are more interested in individual politicians

while older people seems to care more about the

political party.

• Congress is most popular among the older

generations

• AAP is most popular among youths.

Page 9: BJP dominates social media in the last 100 days of indian elections

Youth vs Old – demographic; who favors which leader

25.1%22.4%

11.5%21.9%

7.8%21.5%

24.2%22.6%

19.0%25.2%

11.0%19.2%20.5%

24.0%26.3%

18.9%24.2%

19.6%29.6%

19.7%30.3%

19.7%56.1%

24.5%19.5%19.3%

25.0%23.6%

12.6%15.9%

18.6%28.8%

21.8%25.4%

22.2%

20.2%17.3%

41.8%18.6%

39.7%22.5%

20.2%15.7%

14.5%16.6%

18.7%17.8%15.2%

19.0%24.3%

17.9%19.3%

16.4%21.0%

14.4%14.0%

21.5%20.2%

13.1%14.3%15.8%

17.1%19.9%

11.2%37.4%

13.1%17.0%

20.7%16.8%

21.4%

23.2%22.1%

33.8%21.9%

36.1%24.3%23.4%

24.3%27.5%

23.6%28.9%

27.6%26.5%

19.7%16.6%

24.6%20.0%

21.7%20.5%

26.2%19.6%

21.2%4.6%

34.2%27.8%

23.7%24.0%20.5%

22.2%32.2%

18.9%18.3%24.8%25.4%

19.9%

31.6%38.2%

12.9%37.6%

16.4%31.7%32.2%

37.4%39.0%

34.7%41.3%

35.4%37.8%37.3%

32.7%38.7%

36.4%42.3%

28.9%39.7%

36.1%37.6%

19.1%28.1%

38.5%41.2%

33.9%36.0%

54.0%14.6%

49.4%35.9%

32.7%32.4%

36.5%

Arvind Kejriwal

Narendra Modi

Rahul Gandhi

Subramanian Swamy

Sonia Gandhi

Manmohan Singh

Yogendra Yadav

Rajnath Singh

Shashi Tharoor

Sushma Swaraj

P. Chidambaram

Arun Jaitley

Somnath Bharti

Digvijay Singh

Harsh Vardhan

Kapil Sibal

Omar Abdullah

Atal Bihari Vajpayee

Jagan Mohan Reddy

Sharad Pawar

Jaswant Singh

Salman Khurshid

Anna Hazare

N. Chandrababu Naidu

Sheila Dikshit

Nitish Kumar

LK Advani

Mayawati

Nandan Nilekani

Varun Gandhi

Mamata Banerjee

Vinod Kumar Binny

Milind Deora

Anurag Singh Thakur

Mulayam Singh Yadav

13 to 20 Years 21 to 30 Years 31 to 40 Years 40+ Years

Page 10: BJP dominates social media in the last 100 days of indian elections

Youth vs Old – demographic; who favors which party

18.94%

21.05%

3.42%

16.13%

14.71%

19.99%

19.96%

16.12%

22.94%

13.77%

16.22%

27.54%

14.10%

14.06%

19.62%

5.21%

8.63%

7.15%

12.33%

9.66%

10.07%

13.42%

12.10%

10.05%

12.73%

23.08%

22.89%

22.74%

17.95%

22.83%

16.04%

19.92%

28.60%

16.41%

22.29%

35.61%

25.96%

18.24%

21.61%

44.10%

36.59%

73.42%

52.40%

62.11%

47.75%

41.78%

57.39%

41.35%

38.51%

47.78%

41.49%

41.21%

Bharatiya Janata Party

Aam Admi Party

Indian National Congress

Nationalist Congress Party

Bahujan Samaj Party

Janata Dal (United)

Dravida Munnetra Kazhagam

All India Trinamool Congress

Biju Janata Dal

All India Anna Dravida Munnetra Kazhagam

Communist Party of India (Marxist)

Jammu & Kashmir National Conference

Samajwadi Party

13 to 20 Years 21 to 30 Years 31 to 40 Years 40+ Years

Page 11: BJP dominates social media in the last 100 days of indian elections

SOCIAL MEDIA BUZZ OF POLITICIANS IN THE LAST 100 DAYS

4,60

1,61

5

3,58

9,65

0

1,17

4,33

1

372,

629

221,

804

210,

272

208,

672

184,

749

136,

057

131,

045

107,

924

106,

500

105,

788

104,

990

93,6

94

89,6

25

67,6

13

64,0

73

60,3

17

55,6

96

54,4

74

53,8

06

48,7

47

47,9

70

45,9

33

45,7

38

45,7

24

41,8

44

37,7

16

32,3

30

31,4

46

31,3

46

29,6

13

26,0

99

25,7

03

24,5

53

20,3

92

20,2

52

20,0

27

17,6

74

17,5

47

15,0

83

14,8

42

13,9

10

11,6

61

10,6

73

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Page 12: BJP dominates social media in the last 100 days of indian elections

SOCIAL MEDIA BUZZ OF POLITICAL PARTIES IN THE LAST 100 DAYS4,

799,

330

2,24

8,33

8

1,43

1,51

8

121,

399

55,1

86

43,5

77

39,6

44

34,6

92

32,9

38

26,2

66

23,7

34

20,6

53

Bharatiya

Janata Party

Aam Admi

Party

Indian

National

Congress

Nationalist

Congress

Party

Bahujan

Samaj Party

Janata Dal

(United)

Biju Janata

Dal

Dravida

Munnetra

Kazhagam

All India

Trinamool

Congress

Communist

Party of India

(Marxist)

Samajwadi

Party

All India

Anna Dravida

Munnetra

Kazhagam

Page 13: BJP dominates social media in the last 100 days of indian elections

543 Million conversations on politics in the last 100 days

0

20,00,000

40,00,000

60,00,000

80,00,000

1,00,00,000

1,20,00,000

1-Jan-14 15-Jan-14 29-Jan-14 12-Feb-14 26-Feb-14 12-Mar-14 26-Mar-14

Mentions of Politicians or Political parties

Page 14: BJP dominates social media in the last 100 days of indian elections

Top cities, India vs Abroad

84%

16%

India Abroad

22.96%

18.32%

9.99%

4.62%

3.91%

3.12%

3.10%

1.96%

1.76%

1.32%

1.25%

1.24%

1.16%

1.16%

0.80%

Delhi

Mumbai

Bangalore

Pune

Hyderabad

Ahmedabad

Chennai

Kolkata

Gurgaon

NOIDA

Chandigarh

Nagpur

Jaipur

Lucknow

Surat

Top 15 Cities

India vs Abroad

Page 15: BJP dominates social media in the last 100 days of indian elections

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

Page 16: BJP dominates social media in the last 100 days of indian elections

About the authors

Mohan KrishnaSocial media research analyst, Simplify360

Mohan Krishna has a talent of plugging in

Mathematical and statistical techniques over

qualitative social media data to get an

insightful & actionable results makes him

unique. He is intact with many clients across

different verticals like Technology, FMCG,

Media, Entertainment, Telecom, Sports, and

Electronics etc.

Contact me at

@typicalkrish: Twitter

Linkedin

Vang LianHead of Research, Simplify360

Vang Lian is an alumnus of IIM Bangalore. He

has the ability to find insights in the midst of

chaos.

He believes data visualization is equally and

even more important than the data itself. He is

a weekend footballer.

Page 17: BJP dominates social media in the last 100 days of indian elections

Key Terminology used:

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

Page 19: BJP dominates social media in the last 100 days of indian elections