On 10 July, 2014, Finance Minister Arun Jaitley unveiled the Union Budget for 2014-15. Germin8 conducted a Social Media Analysis of the whole event on social media. The analysis was carried out using Germin8’s proprietary Social Listening tool.

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2. 2
Introduction
Social Media Analysis
Methodology

3. 3
Introduction
• On the day of the much-anticipated Union Budget for 2014-15, social media was abuzz with
conversation.
• Germin8 conducted a Social Media Analysis of the whole event on social media
• This analysis tries to answer the following key questions :
• How did the audience react to the budget?
• What did the people discuss about the Finance Minister and the Prime Minister?
• What were the major themes of discussion around the event?
• What were the underlying sentiments around these themes?
• How did these conversations vary among men and women?

4. 4
Social Media Summary (1/2)
Total Mentions – 403,018
71.70%
28.30%
Gender Distribution
Male Female
41842
132933
0 20000 40000 60000 80000 100000 120000 140000
3-Jul-14
4-Jul-14
5-Jul-14
6-Jul-14
7-Jul-14
8-Jul-14
9-Jul-14
10-Jul-14
Mentions
#RailBudget
• The conversations surrounding the budget slowly gained momentum throughout the
week
• The spike on 8th July represents the Railway Budget
• As expected, the conversations peaked on the Budget Day
• Twitter remained the top medium for conversations followed by Facebook and News
Top Sources

5. 5
18289
4763
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
20000
Male Female
Unique Authors
Male Female
Top Hashtags
trending during the
day (10th July)
#Budget2014
#ModiBudget
#SuperBudget
• Around 18,289 Unique male authors & 4,763 unique female authors were discussing the
union budget on social media
• The hashtag #Budget2014 was the most popular hashtag used on social media followed
by #ModiBudget and #SuperBudget
Social Media Summary (2/2)

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Mentions Across The Budget Day (10th July)
2714
5062
17491
18501
12844
11324
7394
3960
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
20000
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Mentions
• The buzziest hours of the day were from 11.00 pm to 02.00 pm which coincided with the
Finance Minister’s speech, thereby confirming the second screen phenomenon
• News coverage in the evening hours ensured that the conversations stretched across the
day

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Overall Sentiment Analysis
73%
27%
Positive Negative
Sentiments
Positive
• The industry experts gave the Union Budget a thumbs-up
• Concerns around allotting too many funds towards building a statue drew a lot of flak

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Brains behind the Budget
Narendra Modi Arun Jaitley
Negative Positive
31%
75%69%
25%
• Widely touted as the #ModiBudget, there were bound to be a lot of conversations around Modi
besides the jokes, the overall sentiment surrounding Modi was chiefly positive
• Arun Jaitley managed to drive positive conversations in his maiden budget speech too
81726
58827
Mentions for Ministers

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Top Themes Discussed During The Day
• Income Tax was the most widely discussed theme around the budget on Social Media.
• Announcements made in Education, FDI and Electronics were other the other major themes of
discussion
Tobacco

10. 10
Income Tax (1/2)
83.20%
16.80%
Sentiments Around Income
Tax
Positive
• The increase in exemption limit of the income tax from Rs.2 lakh to Rs.2.5 lakh for all
individuals & the exemption limit for senior citizens being increased from Rs.2.5 lakh to Rs.3
lakh was discussed with positive sentiments
• Expectations of IT exemption limit being increased to Rs 5 Lakh drew the ire of the public
9

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69.50%
30.50%
Gender Distribution
Male Female
• The chief topics of discussion within IT reforms were
increase in the tax exemption slab for all individuals
• The cap being raised to Rs 1.5 Lakh for both 80C and
PPF
• Discussion around IT reforms saw more women
participation as compared to other topics
Buzz Words
Income Tax (2/2)
10

12. 12
Education (1/2)
69.50%
29.50%
Sentiments Around
Education
Positive Negative
• Education-related reforms received positive sentiments due to the announcement of the Skill
India program – a scheme to train and skill the youth.
• The budget received a lot of flak since a lot of people felt that funds allocated for opening new
IITs and IIMs could have been utilized better in other areas
11

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Education (2/2)
68.60%
31.40%
Gender Distribution
Male Female
• Within discussions about education, institutions
such as IIMs, IITs and AIIMS received mentions
owing to the announcement to open 5 new IITs,
IIMs and 4 new AIIMS.
• The “Beti Padhao Beti Bachao” scheme for
women also garnered attention.
Buzz Words
12

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FDI (1/2)
90.40%
9.60%
Sentiments Around
FDI
Positive Negative
• The raising of the foreign investment cap in the defence and insurance sectors from 26% to 49%
was lauded by a lot of the Twitter junta.
• However, the government received criticism for having opposed FDI when in the opposition but
taking a contradictory stance now.
13

15. 15
71.30%
28.70%
Gender Distribution
Male Female
Buzz Words
• Within discussions about FDI, buzzwords
revolved around the defence sector.
• A large focus was on the impact of FDI on the
security of the country and the benefits to the
industry.
14
FDI (2/2)

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Funny Tweets
As with all things, the Twitterati did not miss the opportunity to make fun of
the union budget, and ensured hearty entertainment throughout the day.

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Methodology
• The conversations around the Budget 2014 were tracked using
Explic8, Germin8’s proprietary Social Listening tool
• An ontology (knowledge structure) of the event covering all
aspects around the union budget was created
• The conversations were then analysed by the tool to determine the
topics and associated sentiments around them
• Researchers from Germin8 then interpreted the analysis and
presented the key findings in the form of this report

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