Can Modi do a Barack Obama in General Election 2014 Courtesy Social Media

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Social media in India is an evolving trend, and this general elections result might start a new discourse for elections to come. However, it will be interesting to wait and watch, whether the popular …

Social media in India is an evolving trend, and this general elections result might start a new discourse for elections to come. However, it will be interesting to wait and watch, whether the popular online sentiments, and the millions likes, thousands of share and million tweets can translates into REAL VOTES .

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  • 1. Can Narendra Modi do a Barack Obama ? Mr. Barack Obama, President, United States of America & Mr. Narendra Modi, BJP PM Candidate for General Election 2014
  • 2. Objectives • Analyzing the most engaging and less engaging post of Mr. Barack Obama & Shri Narendra Modi. • Based on analysis, finding solution to connect with target audience more effectively.
  • 3. Decoding Mr Barack Obama “First Social Media President” Face book : 39 million Twitter :42.5 million Website : www.barackobama.com
  • 4. USA Social Media Landscape USA • Internet penetration is 250 Milion, (81 % ) • Total Population : 317 Million(USA News,2013) The use of social media is becoming a feature of political and civic engagement for many Americans. Some 60% of American adults use either social networking sites like Facebook or Twitter and a new survey by the Pew Research Center’s Internet & American Life Project finds that 66% of those social media users—or 39% of all American adults—have done at least one of eight civic or political activities with social media. Source : http://www.pewinternet.org/2012/10/19/social-media-and- political-engagement/
  • 5. Most Engaging Post of Obama
  • 6. Our Analysis for Most Engaging Posts of Obama Composition of the post •Short text message •No URL attached •Simple to Understand •Positive in Nature •Depicting real people, real things and real life situation. •Good quality •Action oriented images Message of the Post •Content that most people can relate – people hold similar belief, share the same political or religion, or are the same age or gender. “PERSON LIKE MYSELF” •Visuals are highly relevant with brand– Barack Obama’s Character •Photos with messages and meanings that evoke emotions. •Shares symbolic action and ritual all American shares. Style of Communication •First personal •Storytelling •Personal
  • 7. Less Engaging Post of Obama
  • 8. Our Analysis for Less Engaging Posts of Obama Composition of the post •Long Text •External Links are attached & Shared Images •Difficult to understand: Need to scan picture and post to understand •Negatieve in Nature •Text overlays & Digitally Manipulated Images •Good quality •Posts look like Stand Alone ads. Not action oriented. Message of the Post •Visuals are not much relevant with Barack Obama’s Character •Difficult to relate with images •Images with digitally manipulateion that does not evoke emotions or convey any meaning. •No Symbolic actions by Obama that Americans share. Style of Communication •First personal •Storytelling •Professional
  • 9. Decoding Mr. Narendra Modi. BJP PM Candidate in 2014 “Most Popular Politician in India on Social Media “ Facebook :12milion Twitter : 3.73 million Website : www.narendramodi.com
  • 10. India Social Media Landscape India • Internet penetration is just 205 million out of 1.2 billion, • Registered voters 814 million • social media users 103 million. A 2013 study by the Internet and Mobile Association of India (IAMAI) indicates that there are 160 “high impact” constituencies out of 543, where social media will not only influence voter turnout but also sway poll results by 3–4 percent. This impact is not limited to metros and Tier I cities, because a third of India’s social media traffic comes from towns with populations of less than 500,000. Read more: http://forbesindia.com/article/real-issue/social-media- limited-but-liked/37550/1#ixzz2yr6Me1wO
  • 11. Most Engaging Post of Modi
  • 12. Our Analysis for Most engaging Posts of Modi Composition of the post •Short text message •No URL attached •Simple to Understand •Positive in Nature •Depicting real people, real things and real life situation. •Good quality •Action oriented images Message of the Post •Content that most people can relate – people hold similar belief, share the same political or religion, or are the same age or gender. “PERSON LIKE MYSELF” •Visuals are highly relevant with brand– Shri Narendra Modi •Photos with messages and meanings that evoke emotions. •Shares symbolic action and ritual all Indians shares. Style of Communication •First personal •Storytelling •Personal
  • 13. Less Engaging Post of Modi
  • 14. Our Analysis for Less Engaging Posts of Modi Composition of the post •Long Text •External Links are attached •Shared Images •Difficult to understand: Need to scan picture and post to understand •Text overlays & Digitally Manipulated Images •Good quality •Posts look like Stand Alone ads. •Not action oriented. Message of the Post •Visuals are not much relevant Narendra Modi’s Character •Difficult to relate with images •Images with digitally manipulated that does not evoke emotions or convey any meaning. •No Symbolic actions by Modi that Indians share. Style of Communication •Third Person Communication •Storytelling •Professional
  • 15. SYMBOLISM Theory 1.
  • 16. Connecting Through Symbolism •Symbolic Action / Ritual – Shopping •Explanation: Obama goes for shopping •Meaning: Obama is just like every citizens •Story: All American goes for shopping to buy daily necessities.
  • 17. Connecting Through Symbolism •Symbolic Action / Ritual (We All Indian Shares) – Rakshabandhan •Explanation: Modi allows Women to ties rakhi. •Meaning: Modi is just like everybody else. Brother. Modi values Rakshabandhan. •Story: In Hindu family, all sisters ties a string to his brother for his protections and pray to god.
  • 18. Connecting Through Symbolism •Communication through symbolic images can connect in subtle way. •We humans are always in search of meaning. If we do not find the right meaning, then we end up creating wrong one. •So, it is better to give meaning to people through symbolic images.
  • 19. CHARACTER BUILDING Theory 2.
  • 20. Barack Obama President Caring Father Romantic Husband Playful Friend
  • 21. NaMo PM Candidat e Teacher Brother Son
  • 22. Becoming One Mirror Neurons Empathy: Many scientists now believe we have neural networks that activate when we perform an action or experience an emotion, and also when we observe someone else performing an action or experiencing emotions. We see no difference between character and ourselves. The more we identify with character, the more we believe in his or her choice. Reference: http://en.wikipedia.org/wiki/Mirror_n euron
  • 23. Characterization Professional Life: What person do during working hours. Personal Life: What person do with his/her family, friends or relatives. Private Life: What person do when he or she is alone. --- We can identify with person if he/she has same shared experience, belief and values. --- In case of Shri Narendra Modi, Personal and Private life are untapped. As social media is a medium to socialize, people want to personalize with individual. Example: Mr. Barack Obama When he is alone When he is with family When he is on work
  • 24. Thank You Research /Analysis/Graphics: Kumar Manish (@kumarmanish9) Rihaan Patel (@rihaanpatel) Comments are most welcome!