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Social media for political campaign in India


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Social media for political campaign in India

  1. 1. Social Media and its Importance in Political Campaign
  2. 2. Importance • The Internet is a globe that involves virtually all levels of the political communications, now a days. • Social media has caused major changes in the political communication and has become useful resource often used by the politicians in order to strengthen their visibility. And Lok Sabha 2014 election is the biggest example and game changer in terms of cast more vote, candidates data, daily work done by candidates and campaigns during election. • All the new media resources viz., the websites, blogs, Facebook, Twitter, Google Plus , YouTube, Pinterest and etc…of the politicians or the political parties allow the declaration of a informal identity in form of daily works, rallies and contribution to the society. • Online Surveys, questionnaire on different media website, mobile apps and social pages are more approachable than newspaper reading and mouth whispering.
  3. 3. What is Social Media • The revolution called SOCIAL MEDIA has actually taken the world by storm . • Its growth has been exponential where Radio took 38 years to reach 50 million users, TV took 14 years to achieve the same target. • The internet got there in 4 years, iPod took 3 years for the same whereas Facebook added 100 million users in less than 9 months. • In the past few years, SOCIAL MEDIA have made a rapid growth in terms of user counts globally. • Facebook has more than 1.2 billion active users • Twitter counts more than 200 million users • Google Plus has more than 540 million users
  4. 4. Social Media and Politics • Social Media has emerged as an essential tool of communication for political parties now a days as mostly youth are come forward to join politics and in political activities ranging from joining their political groups by: • Facebook Status Update and Photo posting with #hashtag trending • Tweeting Short Messages, Twitter with #hashtag trending • Expressing Supports Through Blogs • Rally Videos, bytes of contestants and general views of voters on YouTube • Group Hangouts on Google+ • 3D Technology and others
  5. 5. Social Media and Indian Politics • Presently, youth and middle age voters are on Social Media. That is the reason Social media is playing a considerable new role in Indian democracy. • With the changing scenario of Indian Politics, political parties and politicians have found a new ways of reaching out to a younger and target population. • According to survey, Facebook users in 160 Lok Sabha Constituencies is more than the victory margin there in last election. • This means Facebook users could be potential swing vote-banks in 2014.
  6. 6. Social Media and Indian Politics •But among major political parties in India, BJP has the biggest charisma in social media in 2014 elections. •Where the Congress which is India's grand old party realized the importance of the social media much later. •Anti-corruption campaigner-turned-politician Arvind Kejriwal from new party AAP is active on Facebook, Twitter and Google+ and YouTube.
  7. 7. Party Strategy on Social Media by Parties Party Strategy BJP CONGRESS AAP Facebook Pages Ek hi Viklap Modi -vote for change -I Support Narendra Modi -Narendra Modi for PM -Mission 272+ - Congress party - Indian youth congress -Indian National congress -Congress India -Youth for Congress -NSUI - AAM Aadmi Party -AAP for Hope -India against corruption -Arvind Kejriwal for Hope -IITian AAP Twitter #abkibaarmodisarkar #mission272+ #Imodi #BJP2014 #Bharatiyajantaparty -#voteforRG #VoteforRahulGandhi #voteforcongress #indiancongressparty #congress2014 #congressagainstcorruption #Vote for AAP #Arvindkejriwal4change #AAPpopularity #Thunderclap #Aapforhope #Indiaagainstcorruption Blogging Google 3D Yes No No Google Hangout Yes Yes Yes Door to Door Yes Yes Yes YouTube a rtyindia Websites www.bjp,org www.bjpdelhi,org Others Pamphlets , fliers, Billboards ,paper ads, TV ads, Chai pe Charcha, Road show, Missed Call Pamphlets, fliers, paper ads, TV ads, Billboards or Hoardings ad, Road show Pamphlets, Fliers, Road Show, Give a missed call and join AAP
  8. 8. Facts of Political Parties gain through Social Social Media Followers BJP Party Congress Party Aam Aadmi Party Facebook likes 05 Aug: 6,061,448 06 Aug: 6,067,480 05 Aug: 3,361,721 06 Aug: 3,362,494 05 Aug: 2,180,890 06 Aug: 2,181,445 Twitter followers 05 Aug: 6,99,317 06 Aug: 7,00367 05 Aug: 2,08,767 06 Aug: 2,09,008 05 Aug: 8,05,368 06 Aug: 8,06,093 YouTube subscribers 05 Aug: 67,172 06 Aug: 67,183 05 Aug: 10,164 06 Aug: 10,167 05 Aug: 44,831 06 Aug: 44,835 Media Data comparison of 5th and 6th August 2014 # Within two days BJP’s number of likes increased by 6032, whereas INC only by 773 and AAP by 555 (Facebook Data)
  9. 9. Power of Social Media
  10. 10. Power of Social Media
  11. 11. Power of Social Media
  12. 12. Haryana Assembly Scenario •Total Population of Haryana as per the census 2011 - 25,353,081 •Literacy rate of the Haryana is 76.64%, which is quite high. •Total Assembly Seats in Haryana: 90 •Gurgaon City has highest literacy rate followed by Panchkula at 81.9 percent and Ambala at 81.7 percent. •District Rewari has the highest literacy rate in Haryana of 74%, higher than the national average of 59.5% •Male literacy is 79% and Female literacy is 67% •According to survey Iris- a company at the time of Lok Sabha Election released a statement: Internet users to be kingmakers in Haryana, will impact 8 Lok sabha constituencies
  13. 13. Potential Online reach in Haryana Ambala 8,80,000 people Naraingarh 38,000 people Panipat 680,000 people YamunaNagar 134,000 people Rewari 96,000 people Total users in Haryana Total users in Haryana 3,000,000* 3,000,000 people Panchkula 1,10,000 people Kurukshetra 2,50,000 people Rohtak 174,000 people Kalka 90,000 people Kaithal 92,000 people Jind 68,000 people Sirsa 96,000 people Gurgaon 6,60,000 people Faridabad 3,20,000 people * Approx. Figure
  14. 14. Factors to do Social Media • Timing spend by people on different social media and some rule of thumb times that are best to post to different social media sites. Facebook – 1 to 4 p.m. Twitter – 1 to 3 p.m. LinkedIn – 7 to 9 a.m. or 5 to 6 p.m. Google+ – 9 to 11 a.m. Pinterest – 2 to 4 p.m. or 8 p.m. to 1 a.m. • Uses of Images: For increase engagement • Measuring Success online • Authentic networking • Brand consistency • Engaging presence • Integrated technology • Content that counts
  15. 15. Gender Analysis Gender Respondent Percentage Male 68 68% Female 32 32% Age Group Male Female 18-25 64% 74% 25-30 34% 25% 30-35 2% 1% • Table reveal that out of the 100 respondents • 68 percent of the respondents were male and 32 percent of the respondents were female. • The respondents were divided into three different age categories.
  16. 16. Changing Scenario on Social Media (Age-Group)
  17. 17. 90 80 70 60 50 40 30 20 10 0 0- 2 Hrs. 2 - 5 Hrs male female Time 0-2 h 2-5 h 5-8 h 8+ 5- 8 Hrs 8+ Hrs. hours Male 45% 33% 28% 4% Female 65% 21% 11% 3% Time spending every day on social media?
  18. 18. Primary use on social media for political Campaign 180% 160% 140% 120% 100% 80% 60% 40% 20% 0% Female Male Social media Facebook Twitter Blog Others Male 74% 13% 5% 8% Female 81% 7% 3% 9%
  19. 19. Followers on social campaigns of political parties? 80.00% 70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Female Male Sl. No Response Overall % 1. Yes, regularly 24.9 2. Sometimes 69.6 3. Not at all 5.5
  20. 20. Local Issues are more focused on Social Media % Natioanl Issues Local Issues Candidates quality Sl. No. Response % 1. National issues 35.6 2. Local Issues 41.3 3. Candidates quality 23.1
  21. 21. Most visible Political Party on Social Media 70% 60% 50% 40% 30% 20% 10% 0% Female Male Sl. No. Response % 1. BJP 64.2 2. Congress 4.2 3. AAP 28.9 4. Others 2.7
  22. 22. Social Media vs Traditional Media •Radio, Newspaper, TV, Magazines, print, hoardings etc. are very known examples of Traditional Media for decades. •Social Media is any technology that allows people to network with one another. It’s about engagements of people. Like Facebook and Google+. •Social Media is interactive and cost effective by nature, whereas traditional marketing is passive. •Social Media campaigns can be sculpted and toned to accommodate a specific target market, whether its local or world wide. •Traditional Media will often present the product or offer, but the “interaction” ends there. When it comes to Social Media, the company and consumer truly interact and react off each other. •Unlike traditional media, most Social Media vehicles are created online, allowing for a more malleable platform.
  23. 23. How Social Media is different from Offline? Integrating ONLINE OFFLINE efforts E-mail (voters management) Telemarketing Social Networking, many places at same time Door-to-door campaigning Applications on campaigns Traditional media Advertising cost effectively Community organization Party management Mass meetings, rallies Internet lobby Offline lobby
  24. 24. Facebook Marketing Facebook Account Setup Facebook Page Creation Increasing Page Likes Increasing Facebook Friends Facebook Hashtag creating Keyword Based Posting Wall Comments Daily Updates on Page Tabs Creation Facebook Photo Album Facebook Video Uploads Facebook Polls or Quiz Twitter Marketing Twitter Account Setup Twitter Page Creation Twitter Profile Design Increasing Twitter Followers Twitter Profile Content Writing Keyword Based Tweets Daily tweets Twitter Regular Updates Re-tweeting
  25. 25. Google Plus Marketing Google+ Account Set-Up Write applicable posts Increasing Google+ Followers Regular Posts Maintain profile Google Plus Community Followers Linkedin Marketing Linkedin Profile Creation Linkedin Company page creation Increasing Company page followers Regular Updates Linkedin Profile Maintenance Weekly Linkedin Profile Updates Pinterest Marketing Pinterest Account Creation Creation of custom business URL Updating of pin boards Increasing Pinterest Followers Following of relevant Pinners Re-pinning
  26. 26. Youtube Marketing Channel Setup Appropriate Tagging MetaData writing for each video Increasing Youtube likes Video Editing (If required) Channel Subscribers Tracking Promotion of videos on Social Media platforms Content Marketing Article Writing Article Submission Press Release Writing Press Release Submission Blog Creation Blog Posting Blog Commenting Reporting/Support: Monthly Work Reports (Detailed) Client Support
  27. 27. How Documentary helps? •Documentary is the easiest way to promote online as well as offline. •Documentary is the recorded programs and instruction used to promote their party achievements and individual identities. •Documentary grab the public attention easily through audio/video format. •Documentary should be useful in remote or rural areas where internet facility is not available, through the help of projector. •Message send directly to the voters without physical presence.
  28. 28. Why need us? • Social Media is the cheapest marketing tool around. Hope it could helping your party to present your work, achievements in Haryana. • The message of the campaign contains the ideas that the candidate wants to share their work and commitments, rallies with the voters. • Social Media has emerged as an option much better than other traditional means like newspaper and mouth whispering. • Tablets and smart phones are in, people prefer everything on their palm in as easy format as possible. And social media meets this requirement of the modern generation.
  29. 29. Each campaign and candidate have different work style and personality that need to be highlighted in the work of promoting and overall image of the party /candidate: •Website & Blog •Facebook, Twitter etc in Social Media •E-mailers, Mails & then collect voters data base •Activism: active people, campaign, rallies emails etc. •Online Media Press •Data Collection Why need us?
  30. 30. Services by Media Hypes Digital rights management Content monetization Community management Innovative media planning Social media video production Brand communication strategy 3D print and web development Social media Campaign design & development Co-sponsorships & merchandising Creative services Website development Technology solutions WAP and SMS Media planning Online PR Support and analytics Tracking tools Customized solutions SEO(Search Engine Optimisation) SEM(Search Engine Marketing)