Analysis of Social Media Strategy: BJP vs AAP vs Congress
Social Media Campaign Analysis
Region : India
Research Period: 15th Dec’13 to 22nd Jan’14
Strategies used by each party
Impact of the campaigns
GAMUT USED BY THE THREE PARTIES
Fo rums 0.9%
Social Networks 25%
Microblogging channels, followed by
social networks contributed the maximum
number of conversations around the
three political parties.
Twitter and Facebook were the most preferred social media platforms.
Active Social Media Strategy
Thunderclap, was an intelligent
strategy by AAP that created a
buzz across the social media.
The party Used Twitter and
Facebook to spread awareness
Facebook and Twitter users
agreed to let Thunderclap post the
message on their timelines.
Replicated Obama’s Campaign strategy
Used Google+ Hangouts to
communicate with each
election booth and to reach out
to the voters.
Active Social Media Strategy
Ek hi Vikalp
iModi campaign- app for Apple
downloads for BJP's 'India272+‘
Apps: iModi campaignapp for Apple devices
Weak Social Media Strategy
Congress did not have any major initiatives except it’s
presence on Twitter and Facebook.
India Youth Congress
Congress made desperate
attempts to engage
with social media users.
Twitter was it's best bet.
The party used WhatsApp
as an engagement platform
to reach out to the youth.
It used Twitter to propagate
about the initiative.
The party's weak strategy had
impacted it's presence on
Facebook too. The India Youth
Congress page witnessed far
less number of engagements
as compared with BJP and AAP.
FACEBOOK AND TWITTER POPULARITY
BJP gathered maximum exposure on Facebook with two pages
Ek Hi Vikalp
AAP was the most popular party on Twitter with 4,40,925 followers
Aam Aadmi Party campaigns
Congress experienced low visibility across social media streams
on Facebook and Twitter.
GOOGLE+ POPULARITY AND
People in Google+ circles
As a party, AAP
had the largest set
Narendra Modi was the
most popular politician on
Sentiment Split for Google+ Chatter
Maximum chatter around AAP.
Positive sentiment around AAP and BJP strong.
BJP used Google+ to reach people with its Mission 272+ campaign.
Narendra Modi (BJP) had the highest number of followers.
NEWS THAT CREATED BUZZ
Narendra Modi is sole focus
of Bharatiya Janata Party's campaign
on Facebook, Twitter
Bharatiya Janata Party's
campaign on Facebook, Twitter
After AAP, BJP and Congress launch
smartphone apps to woo urban middleclass voters
Why the BJP is winning the war on
Thunderclap: support AAP
[aam aadmi party] Now, AAP
wants you to ‘donate’ a tweet, FB post
AAP follows Obama's campaign
strategy for Delhi polls
Congress to create ‘CyberArmy’ to combat bjp ‘onslaught’
on social media
Left behind too far, Congress media
team trying hard to outdo Modi's
Congress Prepares for Social
IMPACT OF SOCIAL MEDIA CAMPAIGNS
BY EACH PARTY
News/ Videos/ Forums
AAP - 1, 56,841 (48%)
BJP - 1, 17,472 (36%)
Cong - 53,171 (16%)
Despite AAP's growing popularity with
maximum mentions on social media,
BJP enjoyed a higher positive momentum
Sentiment split for mentions
around each party
GENDER AND STATE SPLIT
New Delhi, Mumbai, Bangalore and Kolkata
Total Participation: 30,432 (Male and Female)
Male contribution was higher than female in the overall chatter.
Mumbai, followed by Delhi, had the highest contribution of male and
Congress had the least number of mentions with only 2,342 conversations.
AAP had the highest number of mentions from Delhi while BJP was
equally popular across Delhi and Mumbai.
LEARNINGS FOR SOCIAL MEDIA
Innovate to Attract Social Media Influencers
New ways of engagement can attract a lot more social media users and
influencers. AAP’s replica of Obama’s campaign strategy in India exactly did this.
The use of Google+ Hangouts gave them a huge opportunity to engage with voters
and members on the booth. While, BJP’s use of Android applications was very
popular among users.
Use a Combination of Social Media Platforms
Increase the overall impact of your campaign by combining it with multiple platforms and then linking each platform. AAP’s Thunderclap was linked to Twitter and
BJP linked Narendar Modi’s Google+ Hangouts to Twitter hashtags and Facebook
pages to create a buzz and gathered over 2,00,000+ views on the hangout
promotion videos. The party managed to get over 20,000 questions through
various mediums including Facebook, Twitter, YouTube. and websites
If your competitors are throwing in some interesting campaigns and content, get
inspired. Observe their strategy to know what’s working for their community, what’s
trending in their circles and how they are implementing it. Do not hesitate to start
your own campaigns .
Congress, which was the least popular party on social media, missed the buzz due
to lack of initiatives when AAP and BJP were very active across platforms.