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Satyamev Jayate Research Report


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Report on the number of social media conversations of the "Satyamev Jayate" Show

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Satyamev Jayate Research Report

  1. 1. Social Media Management   InfrastructureA social media report onSatyamev JayatePeriod of Study: May 1 to May 9 1
  2. 2. Social Media Management   Infrastructure SOCIAL MEDIA SNAPSHOT OF SATYAMEV JAYATE Facebook Buzz! • Likes: 660,643*! • People talking about: 382,319*! •  Facebook public posts: 1712**! Twitter Buzz! • Followers: 15135*! • Following: 60*! • Total tweets and retweets: 35306**! • Among top 5 in Twitter Trends India! YouTube Buzz! • Total views: 353,255*! • Ratings: 5221*, Likes: 5142*, Dislikes: 79*! • Comments: 1,374* Favorites: 538*! Google Trends! • "Satyamev Jayate" became the most searched word in India on 6th May! • Google Trend analysis shows a steep spike during the 11AM-12 PM broadcast on 6th May! *9th May, 2:30 **Between 4th and 9th May 2
  3. 3. Social Media Management   InfrastructureBUZZ TRENDThe buzz about “Satyamev Jayate” peaked between 12:15 PM and 1:30 PM,just after the airing of the first episode on television. It continued for the entirelaunch day on 6th May and then continued to decline for the following days till9th May.Exhibit 1: Buzz trend over the period of observation 20000! 18000! 16000! 14000! 12000! 10000! Overall! 8000! Positive! 6000! Negative! 4000! 2000! 0!Source: Simplify360 3
  4. 4. Social Media Management   InfrastructureAUDIENCE SENTIMENT ANALYSISThe overall opinion on “Satyamev Jayate” is positive, with just 5% talkingnegatively about it.Exhibit 2: Sentiment Analysis of Audience Neutral! 24%! Positive! Negative! 71%! 5%!Source: Simplify360AUDIENCE INTELLIGENCEGender DemographicsMajority of people talking about “Satyamev Jayate” are male. In spite of the factthat the pilot episode spoke about females and foeticide, men were conversingmore about “Satyamev Jayate" than females.Exhibit 3: Gender Demographics Source: Simplify360 4
  5. 5. Social Media Management   InfrastructureAge DemographicsPeople in the age group of 18-35 years generate maximum of the buzz. Thisgeneration is certainly more concerned about key issues the country is facing.Exhibit 4: Age distribution of Social Media Audience 45+! 36-45! 26-35! 18-25! 13-17! 0! 10! 20! 30! 40! 50! in precentage!Source: Simplify360 5
  6. 6. Social Media Management   InfrastructureGEOGRAPHICAL DEMOGRAPHICSThe maximum buzz came from the state of Maharashtra followed by Karnatakaand NCT. More than 50% of the buzz was created by these states.Exhibit 5: Distribution of locations among Social Media Audience 35! in  precentage   30! 25! 20! 15! 10! 5! 0!Source: Simplify360 6
  7. 7. Social Media Management   InfrastructureWHAT ARE PEOPLE TALKING ABOUT?Common Topics of Discussion 1. After the pilot episode, viewers have initiated conversations related to the theme of the episode “female infanticide”. This shows that Satyamev Jayate is evoking people to discuss socially sensitive issues. 2. Satyamev Jayate is being compared with The Oprah Winfrey Show. The audience is pondering over whether Satyamev Jayate is just another copy of a famous western TV show or does Aamir have something interesting. 3. Satyamev Jayate is being abbreviated to SMJ expressing the shows popularity. 4. People are also discussing the change it can bring in the society. 7
  8. 8. Social Media Management   InfrastructureMEASURING THE SOCIAL IMPACTThemed on “Female Infanticide” the pilot episode of Satyamev Jayate airedon May 6th calls for a change in the society and to root out social evils existingacross the social strata. The impact of the call for social change is measured inthe Social Media Space.Total amount of conversations tracked: 13,632Exhibit 6: Conversation Trend on Infanticide and Foeticide 3000! 2500! 2000! Direct! 1500! Indirect! Overall! 1000! 500! 0! May-01! May-02! May-03! May-04! May-05! May-06! May-07! May-08! May-09!Source: Simplify360Conversations tracked: "Foeticide", "Infanticide", "Female Child"  Direct – Those conversations mentioning “Satyamev Jayate” directly while conversing.  Indirect - Those conversations indirectly referring to “Satyamev Jayate”  Overall – The overall conversation.The overall impact of Satyamev Jayate can be seen with the rise in volume ofconversations around Female Infanticide and the atrocities towards marriedwomen bearing a female foetus. 8
  9. 9. Social Media Management   InfrastructureDOES THE KHAN-KA-KHANDAN MAGNET WORK?In this section we try to answer the question “Does a celebrity magnet work?” Ifit works, to what extend it is working and if not why is it not working.Joy @JoyDas in his tweet says, “If u Check SMJ Hash tag, you will find 95%talking about Aamir Khan - 5% about Female Foeticide! And that puts ourPriorities in Perspective”. His claim is not backed by a strong research data, buthis guesstimate might be true to some extent.As shown in Exhibit 7 the impact of a Celebrity as the face of the show is feltto a large extent. The contribution of Aamir Khan on the day of the launch, May6 th is more than 80%. It is clear that using a celebrity as the face of the show isdefinitely influential in the Indian society. But to what extent? We will find out inthe next section.Exhibit 7: Social Media trend | Impact of Aamir Khan 12000! 10000! 8000! 6000! Without Amir Khan! With Amir Khan! 4000! Overall! 2000! 0! 1! 2! 3! 4! 5! 6! 7! 8! 9! Dates in the month of May!Source: Simplify360 9
  10. 10. Social Media Management   InfrastructureExhibit 8: Contribution of Aamir Khan on the overall performance in Social Media Without Amir Khan! 40%! With Amir Khan! 60%!Source: Simplify360Once the Celebrity gives an initial push, the next step depends on the quality ofthe content being delivered. It can be observed from Exhibit 8 that the buzzcreated by a celebrity is a fad and dies down within a day. But even afterexcluding the entire buzz relating to “Aamir Khan” around the show, it is clearthat a high quantity of buzz persists. This buzz around the show while excludingthe celebrity face continues to increase.Exhibit 9: Performance of Buzz after the launch of the show “Satyamev Jayeta” 10000! 9000! 8840! 8000! 7000! 6000! 5000! Without Amir Khan! 3317! 4000! 64! 2329! With Amir Khan! 3000! 2382! 2000! 2210! 23! 1208! 1000! 2719! 946! 0! 5! 6! 7! 8! 9! Dates in the month of May!Source: Simplify360 10