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[Report] Is BJP Shining On Social Media ?


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Indian Democracy is all set to undergo the process of political revolution by the end of May 2014. As the biggest political clash of the year draws in closer political parties have escalated their efforts to reach out to voters on social media networks.

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[Report] Is BJP Shining On Social Media ?

  2. 2. INTRODUCTION • Indian Democracy is all set to undergo the process of political revolution by the end of May 2014. As the biggest political clash of the year draws in closer political parties have escalated their efforts. • The strong possibility of a split in the popular vote between Congress, BJP and AAP has added to the importance of social media • While BJP has left no stone unturned in reaching out to the new and existing voters population through digital and social media platforms AAP and Congress are also picking up, the question still prevails Is BJP shining on Social Media ? Lets take a look in this report INTRODUCTION
  3. 3. • Bharatiya Janta Party has crossed 3 million fans mark on Facebook • BJP has recorded 74 lac views on Youtube and YouTube engagement rates are much higher than its counter parts. • With twitter campaigns like #AbkiBaarModiSarkaar and #ChaiPeCharcha the party is quickly catching up with AAP reducing the gap in no. of followers everyday. • BJP has more Facebook Engagement scores, AAP and Congress are far behind. On the contrary, AAP is leading on Twitter Engagement and BJP is catching up quickly. • BJP has recorded the highest number of web mention 10,262 • BJP has the lowest percentage of negative mentions 6.11 , AAP being the highest 10.86 KEY FINDINGS IN THIS REPORT
  4. 4. BHARATIYA JANTA PARTY (BJP) • After stunning defeats in 2004 and 2009 respectively Bharatiya Janta Party has evolved as a stronger and accomplished political party. •The party has learnt the lesson of resilience the hard way and have incorporated social media as an essential component in their election campaign mix. • Over the years, BJP has become one of the pioneers in tapping the new age media to the best of its potential. Right from having an interactive website, to a dedicated volunteers dashboard, mobile apps, Google Hangouts, Facebook Page, Twitter handle, Youtube Page, Whatsapp, integrated offline-online campaigns the party has been the Jack of all Trades in social media.
  5. 5. • Bharatiya Janta Party has a formidable presence on Facebook. The Official Page has 3.2 million fans and 5.71 lac people are actively engaged with the party. • The party’s growth on facebook is phenomenal, their communication includes information about upcoming events and rallies, list of candidates, speech videos from Shri Narendra Modi and other spokespersons, graphics and videos on the new tag line which reads “Abki Baar Modi Sarkaar”, shout outs to volunteers for registering on India 272+ , persuasive appeals to contribute and donate for a new vision of India , greetings and testimonials for visionaries and martyrs. •This can be attributed to the quality of content posted , consistency in communication and the seamless integration across platforms BJP ON FACEBOOK Facebook Fans 3220302 Engagement 571085 % of Fans Engaged 7.3
  7. 7. BJP ENGAGEMENT OVER TIME ON FACEBOOK With Engagement Over Time on Facebook for BJP, its evident that party on general days ranks above other political parties in terms of engagement. Moreover spikes are observed on a regular basis owing to campaigns Chai Pe Charcha AbkiBaarModiSarkaar, Release of Cricket based videos
  8. 8. BJP TOTAL ENGAGEMENT ON FACEBOOK BJP registers a total engagement of 12 lac approximately and the engagement percent of fans is 40 %. These numbers validate the impressive social media strategy BJP has adopted and traces out their route to a successful conquest on Social Media.
  9. 9. • Bharatiya Janta Party has a very dominant presence on twitter with 408579 followers and a well knitted network of twitter handles, the party manages to maximize the reach and timeline deliveries. The tone and theme of communication remains the same as that of Facebook but with more contributors and associates. •The party runs a live commentary of events as they happen along with posts spreading awareness, complementing offline events, seeking donations, sharing greetings, membership calls, quotes from prominent leaders , retweets from leaders and members • BJP utilizes twitter brilliantly by using hashtags which are in sync with running campaigns like #AbkiBaarModiSarkaar, #ModiForPMFund, #ChaiPeCharcha. Besides this, the party trends almost every day with user generated hashtags like #WhyPMModi, #BJPAnthem this helps the volunteers and supporters to disseminate high impact information BJP ON TWITTER Twitter Followers 408579 Twitter Engagement 19000
  10. 10. BJP ON TWITTER
  11. 11. TWEETS OVER TIME ON TWITTER Tweets over time on Twitter have increased for BJP recently. Tweets were centred around #AbkiBaarModiSarkaar, #ChaiPeCharcha, #DonateForPM, retweets from Narendra Modi, Arun Jaitley, Rajnath Singh and supporting twitter handles.
  12. 12. MENTIONS OVER TIME ON TWITTER Mentions over time for party shoot up whenever online-offline campaigns are executed. On 18th of March Party few videos on Abki Baar Modi Sarkaar resulted in higher no. of mentions, similarly the launch of BJP Anthem on 25th of March added to mentions count.
  13. 13. TOTAL ENGAGMENT ON TWITTER The Total Engagement Figures for BJP on Twitter are bit low as the party has a network of twitter handles. So overall the reach and timeline deliveries for BJP’s network is high but engagement numbers for BJP4India twitter handle are less than what it is for Aam Aadmi Party.
  14. 14. • The Youtube channel for Bharatiya Janta Party started in 2010 houses a collection of 5000+ videos. The Channel has 48,607 subscribers , with 74,45,980 views registered till date this verifies the fact that BJP has authoritative presence on social media. • The party has managed to deliver content which mesmerizes the viewers. Videos are focused on occasions like womens day, voters registration day, BJP Anthem Song, Cricket based TVC’s taking digs at opposition, speeches from Shri Narendra Modi, Q&A sessions with prominent leaders , coverages of several events and calls for donation. •The party realizes importance of the medium and pulse of target audience really well that is the reason why BJP leads all the way in delivering rich and engaging content on YouTube. BJP ON YOUTUBE YouTube Subscribers 48607 YouTube Engagement 73568 Video views 7,445,980
  15. 15. BJP has also uses YouTube features such as annotations, featured playlist, Tags, Descriptions, Titles and Captions in an effective manner. Great Content and an optimized channel are helping them drive a lot of traffic to their YouTube channel. BJP ON YOUTUBE
  16. 16. BJP ON YOUTUBE
  17. 17. RATING PER VIDEO on Youtube The Rating per video for BJP is lower than AAP because of the difference in total number of videos posted. Moreover the videos posted by BJP don’t have Thumbs down at all where as AAP and Congress both have negative sentiments of -1 and -2 on an average
  18. 18. TOTAL ENGAGEMENT Vs SUBSCRIBERS The Total Engagement Vs Subscribers metric clearly shows how BJP has stormed ahead in the race. The success falls on the shoulders of rich , dynamic and engaging content along with the dedicated team of volunteers and supporters who propel this content to nooks and corners.
  19. 19. BJP - MEDIA MENTIONS AND SENTIMENT ANALYSIS BJP enjoys a fairly neutral sentiment. Positive sentiments come from the roaring success of offline-online campaigns, negative sentiments can be attributed to internal rift between some leaders and party high command. BJP recorded maximum number of web mentions (10862)
  20. 20. BJP - MEDIA MENTIONS AND SENTIMENT ANALYSIS BJP has a neutral sentiment with certain spikes for negative sentiment because of internal rifts. On 20th March the positive sentiment shot up due to Chai Pe Charcha session on Agriculture and the neutral sentiment gained a high on 25th/26th because of the launch of BJP Anthem.
  21. 21. BJP - MEDIA MENTIONS AND SENTIMENT ANALYSIS Overall the Party in the recent times is recording a neutral sentiment 84% across mentions and communication. The party might receive more positive sentiments now with the launch of new messaging with videos and graphics along the lines of Ab Ki Baar Modi Sarkaar.
  22. 22. CONCLUSION • The Key highlight of BJP’s social media strategy is the seamless integration across various platforms with consistent communication and messaging. • The party has launched some exceptionally innovative 360 degree campaigns and initiatives like Mere Sapnon Ka Bharat, NaMo Number, Chai Pe Charcha and the latest in the block Ab Ki Baar Modi Sarkaar to register their presence synonymous with Growth, Development and Good Governance. • The brilliant Offline-Online Integration of the party’s activities has definitely helped the party in expanding their reach. Overall, the party’s approach towards the digital and social media has been outstanding and impressive. • The party has been phenomenal in terms of the usage of different social media platforms to the best of their capabilities. The numbers , facts and figures depict that ‘BJP is definitely shining on the Social Media Forefront and because of the innovation in their efforts its getting difficult for the competitors to catch up with them.