Social Media's Role in Promoting Sustainable Political Marketing

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An Analytical study  
on the Effectiveness of Social Media
advertising to tackle Sustainability issue in
Traditional Marketing methods used by
Political Parties  
A strategic perspective”  
Dr.Aravind.T.S

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" The intention of the study is to find out whether
social media marketing can make a
difference and sustainable green
marketing equipment for promotion of
political parties (leaders, events, champagnes etc)
instead of through non biodegradable flex materials.
OBJECTIVE

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" Political parties breaking their heads for
marketing their leaders , champagnes and
events through Flex Printed Hoardings and
boards,and plastic promotional meterials
Problem

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" Analytical study has been adopted
" Secondary data has been taken for conducting the
study
Methodology

!SOCIAL MEDIA IS AN UMBERLA TERM THAT
DEFINES THE VARIOUS ACTIVITIES THAT INTEGRATE
TECHNOLOGY , SOCIAL INTERACTION , AND THE
CONSTRUCTION OF WORDS ,PICTURES ,VIDEOS
AND AUDIOS

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Social Media is
people having
conversation
online

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" Blogs
" Online chats
" RSS feed
" Social net works
" Social Bookmarks
" Video sharing Sites
" Photo sharing sites
" Wikis
Conversation are powered by

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India has Fourth largest
number of internet users in the
world, with 81 Million users
www.economictimes.com

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" India has an estimated of 46 Million
active internet users come from urban area
www.livemint.com

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" An average Indian Internet users spends
28 MINUETS per visit
and has 25 VISIT a month.
Which is nearly 12 hours a month
www.comscore.com

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" Social networking sites are officially
more popular than Porn sites
Time,October 13 ,2007

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Social media includes user
participation and/or user
generated content.

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" In India there are total of 1766 registered
political parties ,among this, state parties are 51 ,
National Parties are 6 , and unrecognized
parties are 1709

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" In Kerala We can say that more than 15 political
parties

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- A whopping Rs 30,000 crore has been spent by the
government, political parties and candidates in the
2014 Lok Sabha elections, made it by far the most
expensive electoral exercise in Indian history.
NDTV

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" Political parties have spent around 15 per cent of their
Rs 2,000-crore advertising budgets for 2014 year's
Lok Sabha elections on the online medium.
Business Standard

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The Political campaign materials end up as non-
biodegradable waste doing irreparable damage to the
environment. Flex banners made of poly-vinyl chloride
are a serious environmental and health hazard. They
can cause cancers and infertility.
The New Indian Express

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When flex banners, made of poly-vinyl chloride flex
sheets, are burnt, toxic substances released will lead to
tumor growth and cancer. They have also other
environmental hazard.
The Hindu

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" The flex banners are made of Poly Vinyl Chloride
(PVC) which is non- biodegradable.
" Once the flex banners has burnt it will produce
harmful gases which will cause deadly disease like
cancer
" Here politics in being apolitical because of the
abundant use of plastic made advertising materials
every day by the political parties more than business
organisations.
Effect of using Flex, Vinyl Boards and Banners and other plastic
outdoor Publicity materials

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1.Visibility concern due to traffic jam, fog and other
factors life busy life
2.Big players will control prime locations.
 
3.Flex hoarding are not dynamic, it will be same for a
month long or more
4.Limited scope for message

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" 5.Anti environmental if the advertiser has to chop off
trees for visibility, and after the period of advertising
the flex will be the residue. 
6.Dangerous during or strong wind, can cause
damage to life and property
" 7.Theft of Flex banners and boards.
" 8.Cost oriented and to pay advertising charges to the
corporation ,municipality and panchayath as per the
jurisdiction

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" Social media can be defined as those platforms which
provide their users with personal publication tools i.e.
they enable users to generate and share content , that
can be say as self publication of each individual .
IMPORTANCE OF SOCIAL MEDIA

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" Interactive websites that use 'Web 2.0' techniques to
encourage user- contributed content and comment
" Blogs (i.e. personal, publicly available journals) that
allow anyone to report or comment on news and
events
" Micro-blogging services such as Twitter that make it
possible to publish, instantaneously, short messages
to which other users can subscribe
HOW POLITICAL PARTIES CAN USE SOCIAL MEDIA AS A
SUSTAINABLE MARKETING WEAPON

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" Photo and video-sharing services like Flickr or
YouTube that let users publish material they have
produced
" Social networking services (SNS) such as Facebook
and the professional network LinkedIn, which allow
users to create an online profile and to link to – and
communicate with – friends, colleagues and
organisations.

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" First Hand Information/communication
" Hit the attention of Mass media
" Helps to Know the electorate mind
" Easily Positioned in mind of Generation ‘Y’
" Micro targeting:
" Corroborative for Offline advertising
Strategies, which can be, adopt for Political communication
through social media

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" It is evident that use of social media is very powerful
and can tackle the sustainability issue caused by
traditional OOH marketing methods adopted by
political parties. Politicians and political parties
realized that social media is not a couple of kids
talking about fashion, but actually people talking
about serious things.
Conclusion

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" Reference
" 1. THE NEW INDIAN EXPRESS http://www.newindianexpress.com/cities/bengaluru/
article1466280.ece
" 2. THE HINDU http://www.thehindu.com/todays-paper/tp-national/tp-tamilnadu/replace-flex-
banners-with-those-made-of-cloth/article2906016.ece
" 4. Anwar,J,Shrinivasan,R (2012). ‘The year social media came of age in India’,The Times of India,
31December,viewed 23July 2013,Available from: http://articles.timesofindia.indiatimes.com/
2012-12-31/social-media/36078534_1_social- media-tweet- flash-mob
" 5.THE ECONOMIC TIMES http://articles.economictimes.indiatimes.com/2014-04-06/news/
48908610_1_social- media-it-cell-fekuexpress
" 6. FIRST POST http://www.firstpost.com/politics/elections-2014-tcs-ties-up-with-twitter-to-
create-ielect- social-tracker-1480445.html
" http://www.firstpost.com/politics/muffler-mans-superpowers-social-media-campaign- boosts-
aap-funding-1828305.html
" 7. INDIA.COM http://www.india.com/news/india/selfie-with-modi-bjps-poll-campaign-breaks-
internet- with-70000-selfies-269209/
" 8. VOANEWS
" http://www.voanews.com/content/social-media-emerges-as-a-key-tool-in-indias- election/
1931238.html
" 9.Social Media and Loksabha Election by IRIS Knowledge foundation Page -2,7

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