Analysis of Social Media Strategy: BJP vs AAP vs Congress

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Social Media Campaign Analysis
AAP
VS
BJP
VS
CONGRESS
Region : India
Research Period: 15th Dec’13 to 22nd Jan’14
Strategies used by each party
Impact of the campaigns
Learnings
SOCIAL MEDIA
GAMUT USED BY THE THREE PARTIES
Channel Distribution
Images 0.15%
News 0.13
Fo rums 0.9%
Social Networks 25%
Videos 0.41%
Microblogging 74%
Microblogging channels, followed by
social networks contributed the maximum
number of conversations around the
three political parties.
Microblogging
Social Networks
74%
25%
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Top Sources
Twitter
73.22%
Facebook
Picasa
24.60%
1%
Google Plus
Youtube
Reddit
Friendfeed
Flickr
0.25%
0.13%
Tumblr
1%
0.30%
0.09%
Vimeo
0.05%
Yahoo Answers
0.3%
0.26%
Twitter and Facebook were the most preferred social media platforms.
Twitter
Facebook
73.22%
24.60%
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STRATEGY
AAP
Active Social Media Strategy
“Thunderclap”
Thunderclap, was an intelligent
strategy by AAP that created a
buzz across the social media.
The party Used Twitter and
Facebook to spread awareness
using Thunderclap
10,152
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.
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4. BJP
w
Active Social Media Strategy
Facebook
Ek hi Vikalp
Apps
iModi campaign- app for Apple
devices
Mission 272+
11,000
downloads for BJP's 'India272+‘
Android platform
Apps: iModi campaignapp for Apple devices
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CONGRESS
Weak Social Media Strategy
Congress did not have any major initiatives except it’s
presence on Twitter and Facebook.
Twitter
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.
Facebook
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.
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6. FACEBOOK AND TWITTER POPULARITY
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BJP gathered maximum exposure on Facebook with two pages
Ek Hi Vikalp
Mission 272+
AAP was the most popular party on Twitter with 4,40,925 followers
#VoteForAAP and
Aam Aadmi Party campaigns
Congress experienced low visibility across social media streams
on Facebook and Twitter.
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7. POPULAR HASHTAGS
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GOOGLE+ POPULARITY AND
CAMPAIGN STRATEGY
People in Google+ circles
Party
Individual
As a party, AAP
had the largest set
of engagements
1,41,366 +
2,118 +
Arvind Kejriwal
Narendra Modi was the
most popular politician on
Google+
1,207 +
11,88,857 +
3,125 +
579 +
Narendra Modi
Rahul Gandhi
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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.
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10. NEWS THAT CREATED BUZZ
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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
social media!
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
campaign
Congress Prepares for Social
Media Blitz
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11. IMPACT OF SOCIAL MEDIA CAMPAIGNS
BY EACH PARTY
Mention
Share 48%
Mention
Share 36%
w
Mention
Share 16%
82%
63%
60%
33%
20%
17%
16%
7%
2%
News/ Videos/ Forums
Social Networks
Blogs/ Microblogs
Mention Breakup
Total Mentions
3,27,484
AAP - 1, 56,841 (48%)
BJP - 1, 17,472 (36%)
Cong - 53,171 (16%)
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12. SENTIMENT ANALYSIS
w
Overall
Positive Sentiment
Despite AAP's growing popularity with
maximum mentions on social media,
BJP enjoyed a higher positive momentum
Sentiment split for mentions
around each party
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GENDER AND STATE SPLIT
New Delhi, Mumbai, Bangalore and Kolkata
Total Participation: 30,432 (Male and Female)
16,535 (55%)
11,555 (37%)
2,342 (8%)
AAP
Gender
Male
BJP
Female
Male
Congress
Female
Male
Total
Female
Delhi
4,475
671
3,431
523
610
97
9,807
Mumbai
6,409
1,144
3,426
1,015
856
150
13,000
Bangalore
2,520
378
2,266
346
447
71
6,028
Calcutta
896
42
475
72
100
10
1,595
Total
14,299
2,236
9,598
1,957
2,014
328
30,432
%
86%
14%
83%
17%
86%
14%
Male contribution was higher than female in the overall chatter.
Mumbai, followed by Delhi, had the highest contribution of male and
female participations.
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.
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14. LEARNINGS FOR SOCIAL MEDIA
MARKETERS
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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
Facebook.
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
Timing Matters
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.
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The Research and Study was done using the Webfluenz system
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