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General election 2014 : Social Media campaigning on Facebook

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  • 1. GENERAL ELECTION 2014 SOCIAL MEDIA CAMPAIGNING ON FACEBOOK Project 1 Group4: Deboleena Panja Madhavnarayan Mark Lalduhsaka Naveli Singh Prateek Singh
  • 2. 19-05-20142 Indian Institute of Management Raipur
  • 3. GOOGLE TREND 19-05-2014Indian Institute of Management Raipur3
  • 4. POPULARITY 19-05-20144 Indian Institute of Management Raipur
  • 5. DEMOGRAPHICS 19-05-20145 Indian Institute of Management Raipur
  • 6. HOW DO VISITORS LAND 19-05-20146 Indian Institute of Management Raipur
  • 7. MOST VISITED PAGES 19-05-20147 Indian Institute of Management Raipur
  • 8. LINKS TO OTHER WEBSITES 19-05-20148 Indian Institute of Management Raipur
  • 9. A QUICK COMPARISION AAP BJP INC SPEED Speed 1.144 sec 2.764 sec 4.576 sec ENGAGEMENT Bounce Rate 40.50% 46.30% 60.40% The Bounce rate represents the % of people visiting just a single page. Thus, it should be lower for higher engagement. INC has performed worse than the other two. Daily Pageviews per Visitor 2.94 2.38 2.13 The Page view of AAP is marginally more than the other two. Daily Time on Site 4:13 2:40 2.56 The engagement with the audience for AAP is higher than the other two. 19-05-20149 Indian Institute of Management Raipur
  • 10. WEBSITE SEO ANALYSIS  Architecture  Content  Links  Social Media  Trust 19-05-201410 Indian Institute of Management Raipur
  • 11. SEO SUMMARY INC AAP
  • 12. ARCHITECTURE INC BJP AAP CANONICAL TAG LOW LOW LOW PAGE SPEED LOW MED HIGH URL REWRITE HIGH HIGH LOW URL UNDERSCORES HIGH HIGH HIGH WWW RESOLVE LOW LOW HIGH
  • 13. CONTENT INC BJP AAP DESCRIPTION MED HIGH LOW DOCTYPE HIGH - HIGH ENCODING HIGH MED HIGH HEADINGS HIGH - LOW IMAGEALT ATTRIBUTES HIGH LOW LOW KEYWORDS LOW - HIGH LANGUAGE LOW - HIGH MEYAKEYWORD HIGH LOW HIGH TEXT LENGTH LOW HIGH HIGH TITLE HIGH - HIGH
  • 14. LINKS INC BJP AAP LINKTEXT QUALITY HIGH - HIGH PAGE LINKS LOW - LOW WEBSITE BACKLINKS LOW - MED
  • 15. SOCIAL MEDIA INC BJP AAP SHARING OPTION LOW HIGH MED FB LIKES - HIGH - FB SHARES - HIGH - GOOGLE + - HIGH -
  • 16. TRUST INC BJP AAP DAILYVISITORS LOW - HIGH DMOZLISTED LOW - LOW NO PROFANITY HIGH - HIGH NOT REGISTED SPAMMER HIGH - HIGH
  • 17. RECOMMENDATIONS INC BJP AAP •Build more backlinks •Improve the keywords •Insert more links •Elaborate on the content •Add more social media links •Reduce or optimize your meta keywords •Optimize your HTML for H1 and H2 headers •Check all images for ALT attribute •Optimize the number of external links •Delete frame and iframe tags •Add proper sitemap.xml file •Improve the keywords •Fix the heading hierarchy •Build more backlinks •Write a longer Meta Description •Add alt attributes to images
  • 18. ARVIND KEJRIWAL 19-05-201418 Indian Institute of Management Raipur
  • 19. ARVIND KEJRIWAL Number of Fans:4219295 PeopleTalkingAbout:328252 GROWTH OF FANS: +11353 By month +101878 By day ByWeek +865378 19-05-201419 Indian Institute of Management Raipur
  • 20. NARENDRA MODI 19-05-201420 Indian Institute of Management Raipur
  • 21. NARENDRA MODI Number of Fans:9767672 PeopleTalkingAbout:1051147 GROWTH OF FANS: +31011 By month +324011 By day ByWeek +1823988 19-05-201421 Indian Institute of Management Raipur
  • 22. RAHUL GANDHI 19-05-201422 Indian Institute of Management Raipur
  • 23. RAHUL GANDHI Number of Fans:345895 PeopleTalkingAbout:10506 GROWTH OF FANS: +86 By month +549 By day ByWeek +2899 19-05-201423 Indian Institute of Management Raipur
  • 24. ENGAGEMENT RATE Engagement rate is the percentage of people who saw a post that liked, shared, clicked or commented on it. 19-05-201424 Indian Institute of Management Raipur
  • 25. 22.22 33.33 33.33 11.11 23.26 74.42 2.33 0.00 46.67 46.67 3.33 3.33 0.00 10.00 20.00 30.00 40.00 50.00 60.00 70.00 80.00 Ethos Pathos Logos None Kejriwal Modi Gandhi From 27th Jan to 11th Feb. SOURCES: HubSpot, Powerpoint ARISTOTELIAN PRINCIPLE KIND OF MESSAGE USED IN THE POSTS 19-05-201425 Indian Institute of Management Raipur
  • 26. “Met with North East Students Delegation regarding the tragic death of NidoTaniam and assured them of all support from Delhi government in the fight for justice.There is no place for elements trying to spread hatred against people and our government will adopt a zero tolerance policy towards such unacceptable behavior since people residing here from all parts of the country and those belonging to other countries are pride of Delhi”- Pathos “Aam Aadmi Party government has sent files related to Street Light scam worth Rs 92 crore in CWG to Anti- corruption branch. The Delhi government has asked anti-corruption bureau to probe a number of cases of corruption relating to alleged irregularities in Commonwealth Games projects.Those found guilty of corruption will not be spared”- Logos “AajTak has done an expose of Police Officers who were caught accepting bribe. I have requested the channel for copies of the video footage.We will take strongest possible action against the guilty policemen, and would not spare any corrupt official.Also,We will reward and recognize the honest ones. I have directed our anti-corruption branch to take cognizance and investigate all cases exposed byAajTak ”- Ethos ARVIND KEJRIWAL 19-05-201426 Indian Institute of Management Raipur
  • 27. “Our nation will progress when each & every citizen is healthy!We need to ensure that the poorest of poor have access to quality healthcare. One example of that is Gujarat's MAYojana, that has been bringing a positive difference in the lives of BPL families in Gujarat”- Pathos “Inaugurated IIMA-Vastrapur Flyover, Gujari Bazaar & Dhobi Ghat in Ahmedabad & joined the draw for allotting over 10,000 houses under Mukhya Mantri GruhYojana. The new IIMA-Vastrapur flyover will help ease traffic congestion in this very busy part of Ahmedabad. Gujari Bazaar & Dhobi Ghat exemplify inclusive growth with a modern & technology oriented Approach”- Logos “It was great being among young students at the convocation ceremony of SRM University in Chennai. My best wishes to them. Urged students to make India a hub of innovation where our youth create the next Apple, Google & Microsoft ”- Ethos NARENDRA MODI 19-05-201427 Indian Institute of Management Raipur
  • 28. “Odisha is the richest state, but people are poor because of the government.We have fought the battle for tribal, ensured that they get their land back.We will fight for the rights of the poor” Pathos “Government hikes subsidised LPG cylinder cap from 9 to 12.The government has raised the quota of subsidised LPG to 12 cylinders per household in a year from nine at present. "The Cabinet today decided to increase the subsidised cylinders to 12, starting from February 1,“said Union Petroleum and Natural Gas Minister MVeerappa Moily. CongressVice President Rahul Gandhi atAICC session on January 17, had urged the Prime Minister Manmohan Singh to increase the cap to 12 as the people were finding it tough to manage with only 9 cylinders.”- Logos “Rahul Gandhi has roped in former chief election commissioners to ensure no leader with criminal antecedents get a party ticket for the 2014 Lok Sabha polls.After Rahul was made a Congress general secretary in 2007 and given the charge of party's youth wings - IndianYouth Congress and National Students Union of India (NSUI) - FAME has been conducting polls to appoint office-bearers in the two youth outfits. ”- Ethos RAHUL GANDHI 19-05-201428 Indian Institute of Management Raipur
  • 29. SUBJECT DEPICTED IN POSTS 5% 33% 6% 11% 11% 17% 11% 6% Healthcare Lokpal & Swaraj bill Auto drivers Others Anti corruption People participation Working Housing rights ARVIND KEJRIWAL From 27 Jan-11 Feb TOTAL POSTS ANALYZED-18 AVERAGE-1 POST/DAY 19-05-201429 Indian Institute of Management Raipur
  • 30. SUBJECT DEPICTED IN POSTS 9% 37% 14% 5% 30% 5% Religion Development Nation Connect Politics Others NARENDRA MODI From 27 Jan-11 Feb TOTAL POSTS ANALYZED-43 AVG= 3 POSTS/DAY 19-05-201430 Indian Institute of Management Raipur
  • 31. SUBJECT DEPICTED IN POSTS RAHUL GANDHI From 27 Jan-11 Feb 27% 7% 33% 33% Party System Nation Development TOTAL POSTS ANALYZED-30 AVERAGE=2 POSTS/DAY 19-05-201431 Indian Institute of Management Raipur
  • 32. SOCIO ECONOMIC CAPITAL 16.67% of Arvind Kejriwal’s posts seek social and economic capital 13.95% of Narendra Modi’s post consist of call for social/ economic capital 3.33% Of Rahul Gandhi’s posts seek for volunteers or donations Candidates use Facebook as a platform to collect social and economic capital by asking users for donations, enlisting volunteers and by utilising their network of supporters as a distribution network of information by asking them to share the candidate’s message with their friends on the network. 19-05-201432 Indian Institute of Management Raipur
  • 33. RECOMMENDATIONS  ARVIND KEJRIWAL- No. of Posts should be increased-A rare presence may suggest that the media and its demographic are not valued.  RAHUL GANDHI- Concentration on social capital-The posts should ask for more of people’s support and open avenues where they can volunteer.  NARENDRA MODI- Use of Logos in communication- Mention of numbers and sharing the projects undertaken or initiatives done by the party can help increase the credibility 19-05-201433 Indian Institute of Management Raipur
  • 34. 19-05-201434 Indian Institute of Management Raipur
  • 35. 19-05-201435 Indian Institute of Management Raipur
  • 36. Watch #Rahul #Gandhi's public rally in Bardoli, Gujarat http://www.youtube.com/watch?v=weM0PCurYdY 19-05-201436 Indian Institute of Management Raipur
  • 37. Rahul Gandhi during a Public Meeting at Bhatapada, Cuttack, Odisha Watch the complete speech here http://goo.gl/RVTYOd 19-05-201437 Indian Institute of Management Raipur
  • 38. 19-05-201438 Indian Institute of Management Raipur
  • 39. 19-05-201439 Indian Institute of Management Raipur
  • 40. Thank You 19-05-201440 Indian Institute of Management Raipur