Satyamev jayate research report

Social Media Management SAAS InfrastructureA social media report onSatyamev JayatePeriod of Study: May 1 to May 9 1 www.simplify360.com

Social Media Management SAAS Infrastructure SOCIAL MEDIA SNAPSHOT OF SATYAMEV JAYATE Facebook Buzz •Likes: 660,643* •People talking about: 382,319* • Facebook public posts: 1712** Twitter Buzz •Followers: 15135* •Following: 60* •Total tweets and retweets: 35306** •Among top 5 in Twitter Trends India YouTube Buzz •Total views: 353,255* •Ratings: 5221*, Likes: 5142*, Dislikes: 79* •Comments: 1,374* Favorites: 538* Google Trends •"Satyamev Jayate" became the most searched word in India on 6th May •Google Trend analysis shows a steep spike during the 11AM- 12 PM broadcast on 6th May th 9 May, 2:30 th th **Between 4 and 9 MayBUZZ TREND 2 www.simplify360.com

Social Media Management SAAS InfrastructureThe buzz about “Satyamev Jayate” peaked between 12:15 PM and 1:30 PM, just afterthe airing of the first episode on television. It continued for the entire launch day on 6 thMay and then continued to decline for the following days till 9th May.Exhibit 1: Buzz trend over the period of observation 20000 18000 16000 14000 12000 10000 Overall 8000 Positive 6000 Negative 4000 2000 0Source: Simplify360 3 www.simplify360.com

Social Media Management SAAS InfrastructureAUDIENCE SENTIMENT ANALYSISThe overall opinion on “Satyamev Jayate” is positive, with just 5% talking negativelyabout it.Exhibit 2: Sentiment Analysis of Audience Neutral 24% PositiveNegative 71% 5%Source: Simplify360AUDIENCE INTELLIGENCEGender DemographicsMajority of people talking about “Satyamev Jayate” are male. In spite of the fact that thepilot episode spoke about females and foeticide, men were conversing more about“Satyamev Jayate" than females.Exhibit 3: Gender Demographics Source: Simplify360Age Demographics 4 www.simplify360.com

Social Media Management SAAS InfrastructurePeople in the age group of 18-35 years generate maximum of the buzz. This generationis certainly more concerned about key issues the country is facing.Exhibit 4: Age distribution of Social Media Audience 45+ 36-45 26-35 18-25 13-17 0 10 20 30 40 50 in precentageSource: Simplify360GEOGRAPHICAL DEMOGRAPHICSThe maximum buzz came from the state of Maharashtra followed by Karnataka andNCT. More than 50% of the buzz was created by these states.Exhibit 5: Distribution of locations among Social Media Audience 5 www.simplify360.com

Social Media Management SAAS Infrastructure in precentage 35 30 25 20 15 10 5 0Source: Simplify360WHAT ARE PEOPLE TALKING ABOUT?Common Topics of Discussion 1. After the pilot episode, viewers have initiated conversations related to the theme of the episode “female infanticide”. This shows that Satyamev Jayate is evoking people to discuss socially sensitive issues. 2. Satyamev Jayate is being compared with The Oprah Winfrey Show. The audience is pondering over whether Satyamev Jayate is just another copy of a famous western TV show or does Aamir have something interesting. 6 www.simplify360.com

Social Media Management SAAS Infrastructure 3. Satyamev Jayate is being abbreviated to SMJ expressing the shows popularity. 4. People are also discussing the change it can bring in the society.MEASURING THE SOCIAL IMPACTThemed on “Female Infanticide” the pilot episode of Satyamev Jayate aired on May 6thcalls for a change in the society and to root out social evils existing across the socialstrata. The impact of the call for social change is measured in the Social Media Space.Total amount of conversations tracked: 13,632Exhibit 6: Conversation Trend on Infanticide and Foeticide 7 www.simplify360.com

Social Media Management SAAS Infrastructure 3000 2500 2000 Direct 1500 Indirect 1000 Overall 500 0 May-01 May-02 May-03 May-04 May-05 May-06 May-07 May-08 May-09Source: Simplify360Conversations tracked: "Foeticide", "Infanticide", "Female Child"  Direct – Those conversations mentioning “Satyamev Jayate” directly while conversing.  Indirect - Those conversations indirectly referring to “Satyamev Jayate”  Overall – The overall conversation.The overall impact of Satyamev Jayate can be seen with the rise in volume ofconversations around Female Infanticide and the atrocities towards married womenbearing a female foetus.DOES THE KHAN-KA-KHANDAN MAGNET WORK?In this section we try to answer the question “Does a celebrity magnet work?” If it works,to what extend it is working and if not why is it not working.Joy @JoyDas in his tweet says, “If u Check SMJ Hash tag, you will find 95% talkingabout Aamir Khan - 5% about Female Foeticide! And that puts our Priorities inPerspective”. His claim is not backed by a strong research data, but his guesstimatemight be true to some extent.As shown in Exhibit 7 the impact of a Celebrity as the face of the show is felt to a largeextent. The contribution of Aamir Khan on the day of the launch, May 6th is more than 8 www.simplify360.com

Social Media Management SAAS Infrastructure80%. It is clear that using a celebrity as the face of the show is definitely influential inthe Indian society. But to what extent? We will find out in the next section.Exhibit 7: Social Media trend | Impact of Aamir Khan 12000 10000 8000 6000 Without Amir Khan With Amir Khan 4000 Overall 2000 0 1 2 3 4 5 6 7 8 9 Dates in the month of MaySource: Simplify360Exhibit 8: Contribution of Aamir Khan on the overall performance in Social Media Without Amir Khan 40% With Amir Khan 60%Source: Simplify360 9 www.simplify360.com

Social Media Management SAAS InfrastructureOnce the Celebrity gives an initial push, the next step depends on the quality of thecontent being delivered. It can be observed from Exhibit 8 that the buzz created by acelebrity is a fad and dies down within a day. But even after excluding the entire buzzrelating to “Aamir Khan” around the show, it is clear that a high quantity of buzz persists.This buzz around the show while excluding the celebrity face continues to increase.Exhibit 9: Performance of Buzz after the launch of the show “Satyamev Jayeta” 10000 9000 8840 8000 7000 6000 5000 Without Amir Khan 3317 4000 64 2329 With Amir Khan 3000 2382 2000 2210 23 1208 1000 2719 946 0 5 6 7 8 9 Dates in the month of MaySource: Simplify360 10 www.simplify360.com

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