Political party (BJP) Poll campaign

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Political party marketing Presentation. BJP is main opposition party in India and its candidates asked for Digital Campaign.

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Political party (BJP) Poll campaign

  1. 1. PROPOSAL FOR BHARTIYA JANTA PARTY (BJP) 1 Presented By Ram N Kumar +91 9873916683 ram@themarketech.in
  2. 2. 2 TABLE OF CONTENTS      Social Media - The Big Bang What Is Social Media? Winning Indian Audience over New Media Bringing BJP Closer to People Campaign Management 2
  3. 3. SOCIAL MEDIA THE BIG BANG 3
  4. 4. SOCIAL MEDIA EXPLOSION North Korean Pop star PSY became a household name overnight after his video ”Oppa Gangnam Style” became viral via social media One billion hits YouTube numbers are total hits that video received. Screen shot portrays only the official PSY channel number 4
  5. 5. SOCIAL MEDIA EXPLOSION Canadian pop singer Justien Bieber rose to fame through YouTube More than 2 billion views 30 million followers 50 million fans 5
  6. 6. SOCIAL MEDIA WHAT IS IT? 6
  7. 7. FOUR STEP APPROACH Social Media FaceBook Twitter YouTube Mobile A social networking site which enables user to post, like, comment & share it A micro blogging service where user tweets his/her opinion which gets viral via re tweets An audio visual platform which makes an instant connect with audience An out of box mobile text, voice & video campaign 7 A concrete approach focusing on major social media tools to woo Indian audience
  8. 8. INDIAN PHENOMENON   A global phenomenon going local in India like never before Penetrating the roots of India and emerging out as a powerful medium to Influence the masses. 12
  9. 9. ITS IMPACT! Word of Mouth Hyper Informed user Opportunity for engagement 13
  10. 10. SOCIAL MEDIA WINNING INDIAN AUDIENCE 14
  11. 11. INDIA DIGITAL MOBILE REACH Facebook is still growing in India, But Mobile subscriber density has reached 80% penetration. Hence using this medium will catapult reach to mega fold. 1.2 Billion Indian Population 940 Million Mobile Subscribers 150 Million Internet Users 65 Million FB Users 60 Million DTH Users 15
  12. 12. WINNING INDIAN AUDIENCE FaceBook Demographics Twitter Demographics  Almost 50% of the FaceBook & twitter users fall into 18-25 age demographics  Majority of Indian vote bank also falls in the same category  This overlap can be used to spell success in upcoming elections by capturing evasive audience and bringing BJP closer to people 16 * As per Social people & Beelove data
  13. 13. SOCIAL MEDIA INDIAN POLITICIANS ON SOCIAL MEDIA 17
  14. 14. TOP POLITICAL LEADERS ON FACEBOOK 18
  15. 15. TOP POLITICAL LEADERS ON FACEBOOK 19
  16. 16. TOP POLITICAL LEADERS ON FACEBOOK 20
  17. 17. CAMPAIGN VIA DIGITAL • • • • Message Video Voice Portal Seedhi Baat – Chat with your leaders Mobile Program • A political networking site- iCongress.com • Creating micro communities • Making a connect with Indian users digitally Digital Marketing AND SOCIAL TOOLS • Strong presence on FaceBook & twitter • Making a personal connect with average Indian • Streaming – Apt for Smartphone users • Engaging them with rich quality content Video Streaming Social Media • Official Information • Blogs for different leaders for different communities • Reaching out to Indian masses extensively through online search • Ads being served on web and mobile ad networks Official website Demystifying Search Display Ads Nowadays, People don’t spend much time on TV as they spend online on their Mobile, Social Media and digital media. 21
  18. 18. USE OF TECHNOLOGY  Technology should make people smarter, with a digital campaign that flows quietly, smoothly and without surprises, with one goal: to win.  New media technologies play a crucial role in everything from message communications to grassroots organization and voter engagement. Mobile and social technologies are transforming the political landscape. 22
  19. 19. POLITICIANS - FACEBOOK HANDLE Profile Facebook Handler Fans Narendra Modi narendramodi.official 1,054,985 Dr. Manmohan Singh dr.manmohansingh 338,221 Kiran Bedi kiranbedithecop 336,191 Narendra Modi For PM NarendraModi4PM 300,608 Baba Ramdev swami.ramdev 225,966 Rahul Gandhi India.RahulGandhi 196,423 Priyanka gandhi gandhipriyanka 156,069 Final War Against Corruption FinalWarAgainstCorruption 101,005 23
  20. 20. POLITICIANS - TWITTER HANDLE Profile Twitter Handler Followers Shashi Tharoor @ShashiTharoor 1,865,074 Narendra Modi @narendramodi 2,026,829 Kiran Bedi @thekiranbedi 514,559 Ajay Maken @ajaymaken 413,905 Sushma Swaraj @SushmaSwarajbjp 337,060 Dr Manmohan Singh @PMOIndia 299,929 Omar Abdullah @abdullah_omar 328,524 Arvind Kejriwal @ArvindKejriwal7 422,047 Subramanian Swamy @Swamy39 211,209 24
  21. 21. 25
  22. 22. 26
  23. 23. MISSION BRINGING MR. GIRI CLOSER TO PEOPLE 27
  24. 24. BRINGING MR. GIRI CLOSER TO PEOPLE 28
  25. 25. MR. GIRI DIGITAL MEDIA CAMPAIGN HIGHLIGHTS Mr. Giri’s foray in Social Media  Lead the Social Media through strong presence  Build a word of mouth  Influence the influencers  Social media influences the media  It also influences the people Most importantly it influences the “Soch”  We need to influence the “Soch”  How do we do it ?    Position our achievements to become the talking point Educate the masses 29
  26. 26. BJP FORAY IN SOCIAL MEDIA LEAD THE SOCIAL MEDIA THROUGH STRONG PRESENCE 30
  27. 27. ACTION PLAN : TOUCHING UNIVERSE OF 50 VOTERS 31
  28. 28. SOCIAL NETWORKING • Engaging with India’s youth via leading social networking sites Engaging with youth via Video Blogs 32
  29. 29. MOBILE APPS • Mahesh Giri ka App Darbar Youth engaging mobile apps with single source for Party updates • Call to action for party updates • Engage intellectual users to voters. • Mobile Application on All Major platforms like Android, iPhone, iPad, Blackberry, Windows Mobile, Symbian. 33
  30. 30. SMS MMS USSD • • Regular update on party initiatives, achievements, future plans, National & Domestic Issues in vernacular language based on geographical area touching 400 Mn Allowing people to reply back to SMS to capture their emotions 34
  31. 31. VIDEO STRATEGY  Targeting Youth and Urban Smartphone users with a segmented vernacular video strategy.  A dedicated campaign spurning videos around  BJP manifesto for elections.  Creative ambush as proactive attack on oppositions 35 *As per Neilsen survey
  32. 32. PENETRATING INTO SMARTPHONE USER-GROUP  All Smartphone users are Digitally savvy users as per the analysis hence digital campaign clubbed with SMS based Mobile program will target these 30 Mn urban voters, and persistence efforts changes and strengthens mindsets. 36
  33. 33. VOICE PORTAL Connecting to voters like in a world class event Voice Blogs Seedhi Baat Cheet Common Man’s Message for Leader Connecting with Voters • Voice Blog in Regular update on party initiatives, achievements, future plans, Domestic Issues in vernacular language. • Single portal for all party related updates from top leaders of party. 37
  34. 34. MAILERS • Regular update on party initiatives, achievements, future plans, National & Domestic Issues in vernacular language based on geographical area. • Allowing people to reply back to SMS to capture their emotions 38
  35. 35. OBD DIALERS • Regular OBD to engage with rural as well as urban voters • OBD in vernacular language to reach more people • Communication of Party Achievements, Milestones, Obstacles and future plans 39
  36. 36. ACTION PLAN : CAMPAIGN MANAGEMENT 40
  37. 37. MAHESH GIRI – BJP CANDIDATE Study Says : Development is the one word which rules, the campaign around achievements, will get immense response on digital media via Mobile Program, Facebook, twitter, Youtube account, blogs and website. The success of recent Gujarat elections for Narendra Modi says it all, 90 % of his Digital media messages were talking about development and Youth in Gujarat Our Campaign will focus and engage masses on development of infrastructure, employment, food security and other key points of BJP Party for the election’14 41
  38. 38. PATTERN OF POSITIVE INFLUENCE From our observation and analyzing the Facts : 1. Narendra Modi is the most valuable brand on Facebook. 2. We can say that in near future only Social Media will be a major platform for the reputation building in India, as any one who uses net is well-educated and it is clearly visible that how overwhelmingly Narendra Modi is accepted. Using his name for our campaigns 42
  39. 39. “NAMO’S” ROUND THE YEAR REACH STRATEGY On 31st August, Gujarat CM Mr. Narendra Modi did what no other political leader in India could, a live video chat using Google Hangout. While platforms such as Facebook and Twitter is not new to the Gujarat CM, this video chat marks his foray into another platform: Google+ 43
  40. 40. SUMMARY • We will use facebook as umbrella for social media • It will have youtube channel • A microsite integrated with facebook • Creating Mahesh Giri App • It can be promoted in all the campaigns • Any person can send direct question to Mr. Giri through this app • All his campaign calender will be available in the app • All his video, and other resources can be accessed • Advertising • On Facebook – Increasing reach of page • Promoting live tweet session on twitter • Live Video Chat • Regular session on Google hangout 44
  41. 41. THANK YOU 45

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