narendra modi wins big on social media
DESCRIPTION
-NarendraModi extended the lead with an SSI score of 86, compared to second placed ArvindKejriwalwith an SSI score of 83 -Narendra Modi, ArvindKejriwaland Rahul Gandhi were the top 3 most talked about politicians.TRANSCRIPT
SOCIAL
MEDIA
BUZZ
ANALYSIS
REPORTApril 2014
What to expect?
1. Top 10 Politicians
2. Top Political Parties
3. Uncover the key insights on elections
4. Dig out relevant demographics
Key Findings this April
• Narendra Modi, Arvind Kejriwal and Rahul Gandhi were the top 3 most
talked about politicians.
• With polling set to end, popularity of most politicians is increasing.
• Narendra Modi extended the lead with an SSI score of 86, compared to second placed
Arvind Kejriwal with an SSI score of 83.
• BJP, Congress and AAP maintained their leadership on social media.
• However, the party Biju Janata Dal was the most favored party in April.
• On an average there were 77 lakhs conversations per day on Indian politics on
social media in the month of April.
Introduction
What a month it has been!
As the world’s largest democratic exercise comes to a close, it is time to take stock of the score
sheet.
If India’s vibrant social media community has a say, then there’s a clear winner – Narendra
Modi. The BJP’s prime ministerial hope maintains his lead among politicians this month as well,
stamping his authority with a Simplify360 Social Index (SSI) score of 86. However, it would
be hasty to write off Congress, which is among the top three most favored parties online.
Since our SSI score takes into account four parameters - awareness, spread, prominence and
favourability – there are a few surprises as well. For example, BJP patriarch LK Advani has
emerged as the second most favored politician, while Biju Janata Dal is the most favored
party.
With over, 816 Million conversations tracked so far in the last 5 months, it will be interesting to
see the results of India’s first social media elections. Dive into this report for many such insights
from the hustle bustle of Indian elections.
Vang Lian
Head of Research, Simplify360
TOP 10 POLITICIANS
April
2014
TOP 10 MOST POPULAR POLITICIANS
ARVIND KEJRIWAL
MANMOHAN
SINGH
ARUN JAITLEY
8386 78 7274
71 70 6770
1 Narendra Modi
No. of unique
people talking2,97,976
Total buzz in
the month21,39,315
2 Arvind Kejriwal
No. of unique
people talking1,84,925
Total buzz in
the month10,97,533
3 Rahul Gandhi
No. of unique
people talking95,673
Total buzz in
the month3,88,753
4 Sonia Gandhi
No. of unique
people talking49,985
Total buzz in
the month1,68,072
5 Priyanka Gandhi
No. of unique
people talking35,547
Total buzz in
the month1,04,419
7 Subramanian Swamy
No. of unique
people talking44,374
Total buzz in
the month1,60,757
8 Digvijay Singh
No. of unique
people talking39,550
Total buzz in
the month1,03,533
9 Rajnath Singh
No. of unique
people talking22,683
Total buzz in
the month63,565
10 Yogendra Yadav
No. of unique
people talking23,087
Total buzz in
the month48,891
HARSH VARDHAN
71
6 Manmohan Singh
No. of unique
people talking44,610
Total buzz in
the month1,04,433
Simplify360
Social Index (SSI)
Ranking of politicians based on a politician’s overall score, in case of politician having same SSI, ranking based on Unique people
NEW ENTRANT
NEW ENTRANT NEW ENTRANT
SSI BREAK-UP OF TOP 10 POLITICIANS
RANK POLITICIAN AWARENESS SPREAD PROMINENCE FAVORABILITY SSI
1 Narendra Modi 89 40 90 83 86
2 Arvind Kejriwal 88 33 87 80 83
3 Rahul Gandhi 82 48 80 73 78
4 Sonia Gandhi 75 56 73 77 74
5 Priyanka Gandhi 73 65 71 75 72
6 Manmohan Singh 73 58 71 70 71
7 Subramanian Swamy 74 34 72 70 71
8 Digvijay Singh 73 40 64 77 70
9 Rajnath Singh 66 60 67 89 70
10 Yogendra Yadav 64 42 62 87 67
Awareness: Based on total mentions and unique people talking about a party/politician
Spread: Measures the quality of mentions spread by considering Total impressions, total buzz and unique people talking
Prominence: A measure of how prominent a politician on other social media platforms, which is measured by considering the
links shared, images and videos uploaded
Favorability: The extent of favorability of a politician/party. Sentiment is used for arriving at the score
SOCIAL MEDIA BUZZ OF POLITICIANS IN THE LAST 4 MONTHS7,
19,8
78
10,7
1,07
0
4,31
,504
49,3
20
69,9
02
1121
32
27,3
07
32,4
19
37,7
86
7,42
,713
9,54
,289
3,17
,851
52,0
11
38,1
31
75,5
91
18,9
27
42,0
12
46,6
42
15,2
9,79
6
20,1
4,25
9
3,29
,180
76,4
16
40,9
41 1,37
,472
39,4
36
84,8
97
96,3
68
21,3
9,31
5
10,9
7,53
3
3,88
,753
1,68
,072
1,04
,419
1,04
,433
1,60
,757
1,03
,533
63,5
65
48,8
91
Narendra Modi Arvind Kejriwal Rahul Gandhi Sonia Gandhi Priyanka Gandhi Manmohan
Singh
Subramanian
Swamy
Digvijay Singh Rajnath Singh Yogendra Yadav
Jan '14 Feb '14 Mar '14 Apr '14
ARVIND KEJRIWAL’S VISIT TO GUJARAT, AAP ASSOCIATED WITH NAXALS
0
20
40
60
80
100
120
140
01-04-2014 06-04-2014 11-04-2014 16-04-2014 21-04-2014 26-04-2014
THO
USA
ND
S
Arvind Kejriwal Narendra Modi Rahul Gandhi Sonia Gandhi
Daily mentions of the top 4 politicians in April, 2014
#Kejriwal4Kashi
#ModiSendMeToPak
StandWithArvind 1,19,613
SlappedAgain 35,179
Kejriwal4Kashi 59,363
ModiSendMeToPak 59,912
UPNeedsNaMo 50,770
Ananth4NaMo 17,187
ModiOnZee 21,587
WeLoveRahul 79,831
RagaSaga 14,655
Toffee Model 17,268
ARVIND KEJRIWAL NARENDRA MODI RAHUL GANDHI
Trending topics on the top politicians
#SlappedAgain
#IStandWithArvind
TOP TWEETS ON MODI
4
1 3
2
TOP TWEETS ON ARVIND KEJRIWAL
1 3
42
TOP TWEETS ON RAHUL GANDHI
1
2
3
4
Politicians by favorability score
Most favoured Least favoured
97
94
94
2. MILIND DEORA
1. AJAY MAKEN
3. LK ADVANI
Note: Analysis based on the top politicians whose buzz volume is greater than 5K during April month
34
42
41
1. AHMED PATEL
2. SOMNATH BHARTI
3. MANISH TEWARI
Parties
TOP POLITICAL PARTIES
April
2014
BHARATIYA JANATA PARTY
86 84
61
1 Bharatiya Janata Party
No. of unique people
talking2,35,815
Total buzz in the month 22,58,746
82
3 Aam Admi Party
No. of unique people
talking1,00,887
Total buzz in the month 7,29,291
2 Indian National Congress
No. of unique people
talking1,44,245
Total buzz in the month 5,97,152
63
4 NCP
No. of unique people
talking18,137
Total buzz in the month 34,937
5 Bahujan Samaj Party
No. of unique people
talking16,404
Total buzz in the month 30,521
TOP POLITICAL PARTIES
Simplify360 Social Index (SSI)
55
6 Trinamool Congress
No. of unique people
talking14,329
Total buzz in the month 29,978
NEW ENTRANT
Ranking of political party based on a party’s overall score, in case of party having same SSI, ranking based on Unique people
SSI BREAK-UP OF TOP POLITICAL PARTY
RANK POLITICIAN AWARENESS SPREAD PROMINENCE FAVORABILITY SSI
1 Bharatiya Janata Party 89 73 90 78 86
2Indian National
Congress84 77 83 87 84
3 Aam Admi Party 84 31 87 84 82
4Nationalist Congress
Party59 92 53 77 63
5 Bahujan Samaj Party 58 77 45 82 61
6All India Trinamool
Congress55 81 47 57 55
Awareness: Based on total mentions and unique people talking about a party/politician
Spread: Measures the quality of mentions spread by considering Total impressions, total buzz and unique people talking
Prominence: A measure of how prominent a politician on other social media platforms, which is measured by considering the
links shared, images and videos uploaded
Favorability: The extent of favorability of a politician/party. Sentiment is used for arriving at the score
SOCIAL MEDIA BUZZ OF POLITICAL PARTIES IN THE LAST 4 MONTHS8,
27,4
18
3,89
,965
6,40
,833
28,2
79
10,3
36
5,19
0
7,37
0
2,89
4
9,33
9
7,12
3
40,8
47
8,94
,327
3,16
,036 4,53
,757
46,8
42
7,51
5
8,60
5
7,12
7
6,16
6
11,4
12
9,71
1
10,3
92
21,1
6,56
2
4,79
,477
8,05
,092
38,2
16
24,5
35
14,4
36
15,5
75
8,56
3
14,3
94
22,2
13
8,94
5
22,5
8,74
6
5,97
,152 7,29
,291
34,9
37
30,5
21
29,9
78
15,9
36
13,6
29
13,0
92
9,51
1
9,27
5
Bharatiya
Janata Party
Indian
National
Congress
Aam Admi
Party
Nationalist
Congress
Party
Bahujan Samaj
Party
All India
Trinamool
Congress
Dravida
Munnetra
Kazhagam
All India Anna
Dravida
Munnetra
Kazhagam
Biju Janata Dal Janata Dal
(United)
Communist
Party of India
(Marxist)
Jan '14 Feb '14 Mar '14 Apr' 14
BJP CLEARLY LEADS THE BUZZ WITH AAP AND CONGRESS AT A FAR DISTANT
0
20
40
60
80
100
120
140
160
180
01-04-2014 06-04-2014 11-04-2014 16-04-2014 21-04-2014 26-04-2014
THO
USA
ND
S
Aam Admi Party Bharatiya Janata Party Indian National Congress
Daily mentions of the top 3 political parties in April, 2013
TOP TWEETS ON BJP
1
2
3
4
TOP TWEETS ON CONGRESS
1 3
2 4
TOP TWEETS ON AAP
1
2
3
4
Parties by favorability score
Most favoured Least favoured
90
87
77
1. BIJU JANATA DAL
2. INDIAN NATIONAL CONGRESS
3. Dravida Munnetra Kazhagam
Note: Analysis based on the top parties whose buzz volume is greater than 5K during April month
57
77
67
1. ALL INDIA TRINAMOOL CONGRESS
2. COMMUNIST PARTY OF INDIA (MARXIST)
3. NATIONALIST CONGRESS PARTY
Where is most of the buzz on
Indian Elections 2014 coming
from?
26.5% 18% 8.7%
Top 3 States discussing on Indian Elections
%age mentions
from Maharashtra
%age mentions
from NCT
%age mentions
from Karnataka
12%FEMALE
88%MALE
Most of the discussions on
Politics were from Men
Gender wise distribution
Maharashtra surpassed Delhi in
terms of social media
discussions about politics and
elections followed by Karnataka.
The three states have
continuously led the buzz share.
What could possibly
be more important
than what your
consumers [voters] say
about you?”
Mary O’Connell
Director of Global Digital
Marketing, Clorox Brands
“
BUZZ ON INDIAN ELECTIONS IS ON AN INCREASING TREND
0
20,00,000
40,00,000
60,00,000
80,00,000
1,00,00,000
1,20,00,000
Mentions Linear (Mentions)
APPENDIX
About the Company and
Research Methodology
CAN WE RANK A POLITICIAN/PARTY
BASED ON PEOPLE’S OPINION
ON SOCIAL MEDIA?
Uncover the Simplify360
Social Index (SSI) for ranking a politician/party
Reasons on why ranking is important?
1. Buzz alone cannot determine the
performance of a politician/party
2. Ranking helps in benchmarking a
politician/party with others
3. Few people generating more buzz
on a politician/party may not
indicate a politician/party has
performed well compared to others
on social media
Simplify360 Social Index (SSI)
AWARENESS SPREAD PROMINENCE FAVORABILITY
A POLITICIAN/PARTY IS RANKED BASED ON FOUR BROAD PARAMETERS
Weights
Volume of buzzUnique People talking about
X% Y%
Quality of Spread
Z%
Number of images or
videos and links
P%
Considers Opinion of
people
Q%
SCORES ARE NORMALIZED AT EACH SUB PARAMETER LEVEL AND AT BROAD PARAMETER LEVEL TO GET THE FINAL SCORE FOR A POLITICIAN/PARTY
IN CASE OF POLITICIANS HAVING THE SAME SSI SCORE, RANKING IS BASED ON AWARENESS
Total Twitter mentions and
unique people talking
about a party/politician
are considered for finding
the Awareness score
Measures the quality of
Twitter mentions spread
by considering total
impressions, total buzz
and unique people talking
about
A measure of how
prominient a politician is
on other social media
platforms, which is
measured through Twitter
by considering the links
shared, images and
videos uploaded
Measures the extent of
Favourability of a
politican/party. Considers
Sentiment in to account
for analyzing the
Favorability score
About the Data:
Timeframe: April 01, 2014 – April 30, 2014
Geography: India
Data sources*:
All the tweet mentions on Indian elections,
parties & politicians were tracked from Twitter
using Simplify360 Social media monitoring tool.
Download the Monthly Elections Summary Report
Buy the Monthly Elections Detailed Report
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