The document is a social media buzz analysis report on Indian elections in January 2014. It provides the following key findings: - Social media buzz on elections and politics increased 25% compared to December. - The BJP gained the most social media buzz while the Congress was catching up and AAP was losing buzz. - AAP's protest and Rahul Gandhi's interview were most discussed topics. - Narendra Modi remained the top politician on social media followed by Arvind Kejriwal and Rahul Gandhi. - The BJP was the top political party on social media followed by the Congress and AAP.

1. SOCIAL
MEDIA
BUZZ
ANALYSIS
REPORT
January 2014

2. What to expect?
1. Top 10 Politicians
2. Top Political Parties
3. Can social media turn the tables in Indian elections 2014?
4. Uncover the key insights on Elections

3. Key Findings this January
25% increase in social media buzz on election and
politics in January compared to December last year.
BJP wins big on social media; Congress catching up, AAP
loosing.
Backlash of dharna led by AAP with the hashtag #AAPDrama
and Rahul Gandhi’s interview were most talked
Narendra Modi back to No. 1 spot. Arvind Kejriwal
and Rahul Gandhi following closely.
Sheila Dikshit is the least favoured politician and
AAP is the least favoured party.

4. TOP 10 POLITICIANS
JANUARY
2014

5. TOP 10 POLITICIANS
Simplify360
Social Index (SSI)
72
73
1 Narendra Modi
No. of unique
people talking
Total buzz in
the month
1,29,778
7,19,878
65
2 Arvind Kejriwal 3 Rahul Gandhi
ARVIND KEJRIWAL
No. of unique
people talking
Total buzz in
the month
1,84,689
10,71,070
SINGH
No. of unique
people talking
Total buzz in
the month
24,953
49,320
No. of unique
people talking
Total buzz in
the month
1,22,042
4,31,504
59
59
Sonia Gandhi
6 MANMOHAN
67
72
7 HARSH VARDHAN
Subramanian Swamy
No. of unique
people talking
Total buzz in
the month
35,836
1,12,132
4 Shashi Tharoor
No. of unique
people talking
Total buzz in
the month
44,335
80,409
13,531
32,419
5 Manmohan Singh
No. of unique
people talking
Total buzz in
the month
34,804
69,902
57
59
8 Rajnath Singh
ARUN JAITLEY
No. of unique
people talking
Total buzz in
the month
66
NEW ENTRANT
NEW ENTRANT
9 P. Chidambaram 10 Somnath Bharti
No. of unique
people talking
Total buzz in
the month
12,992
23,955
No. of unique
people talking
Total buzz in
the month
Ranking of politicians based on a politician’s overall score, in case of politician having same SSI, ranking based on Unique people
21,838
52,534

6. TOP 10 POLITICIANS
JANUARY ‘14
RANK
THIS MONTH PREV MONTH
1
2
3
4
5
6
7
8
9
10
POLITICIAN
UNIQUE PEOPLE
2
Narendra Modi
1
Arvind Kejriwal
3
Rahul Gandhi
7
Shashi Tharoor
4
Manmohan Singh
5
Sonia Gandhi
10
Subramanian Swamy
-
P. Chidambaram
9
Rajnath Singh
-
Somnath Bharti
NEW ENTRANT P. Chidambaram
Somnath Bharti
1,29,778
1,84,689
1,22,042
44,335
34,804
24,953
35,836
12,992
13,531
21,838
TOTAL BUZZ
7,19,878
10,71,070
4,31,504
80,409
69,902
49,320
1,12,132
23,955
32,419
52,534
MISSING THE TOP 10 Sheila Dikshit
Harsh Vardhan
DECEMBER ‘13
SSI
UNIQUE PEOPLE TOTAL BUZZ
73 1,08,331
72 1,67,515
72 62,532
67 17,366
66 44,637
65 30,450
59 28,355
59 8,470
59 14,436
57
N/A
5,36,202
7,84,734
1,94,649
32,108
99,314
78,008
1,00,211
12,840
33,815
N/A
SSI
70
73
69
61
68
63
56
51
58
N/A
HIGHEST RANK GAINER Shashi Tharoor
Subramanian Swamy
Ranking of politicians based on a politician’s overall score, in case of politician having same SSI, ranking based on Unique people

7. THOUSANDS
Protest by Kejriwal led AAP for suspension of Delhi police and Rahul Gandhi’s
interview were the top discussions in the month
140
#AAPDrama
120
Rahul Gandhi’s
interview by
Times Now
100
80
60
40
20
0
01-01-2014
06-01-2014
11-01-2014
16-01-2014
21-01-2014
26-01-2014
-20
Narendra Modi
Rahul Gandhi
Arvind Kejriwal
Daily mentions of the top 4 most mentioned politicians in January, 2014
Shashi Tharoor
31-01-2014

8. TOP TWEETS ON MODI
1
3
2
4

9. TOP TWEETS ON RAHUL GANDHI
3
1
2
4

10. TOP TWEETS ON ARVIND KEJRIWAL
1
2
3
4

11. Politicians by favorability score
Most loved
Least loved
81
30
1. SHEILA DIXIT
1. SACHIN PILOT
37
78
2. YASHWANT SINHA
2. SOMNATH BHARTI
39
77
3. RAJNATH SINGH
3. SHASHI THAROOR
Note: Analysis based on the top politicians whose buzz volume is greater than 5K during December month

12. TOP POLITICAL PARTIES
JANUARY
2014
Parties

13. TOP POLITICAL PARTIES
Simplify360 Social Index (SSI)
71
68
71
Bharatiya Janata Party
1 BHARATIYA JANATA PARTY
No. of unique people
talking
Total buzz in the month
1,35,729
8,27,418
2
Indian National Congress
No. of unique people
talking
Total buzz in the month
1,21,097
3,89,965
64
64
3
Aam Admi Party
No. of unique people
talking
Total buzz in the month
1,14,868
6,40,833
50
NEW ENTRANT
4
5
CPI (M)
No. of unique people
talking
Total buzz in the month
24,547
40,847
6
NCP
No. of unique people
talking
Total buzz in the month
14,787
28,279
Dravida Munnetra Kazhagam
No. of unique people
talking
Total buzz in the month
5,229
7,370

14. TOP POLITICAL PARTIES
JANUARY ‘14
RANK
THIS MONTH PREV MONTH
1
2
3
1
3
2
4
5
5
4
6
-
PARTY NAME
UNIQUE PEOPLE
Bharatiya Janata
Party
Indian National
Congress
Aam Admi Party
Communist Party of
India (Marxist)
Nationalist Congress
Party
Dravida Munnetra
Kazhagam
NEW ENTRANT Dravida Munnetra
Kazhagam
TOTAL BUZZ
DECEMBER ‘13
SSI
UNIQUE PEOPLE TOTAL BUZZ
SSI
1,35,729 8,27,418
71 1,55,811
9,63,667
79
1,21,097 3,89,965
1,14,868 6,40,833
71 1,27,270
68 1,02,948
4,35,449
4,70,223
63
71
24,547
40,847
64
23,158
38,444
46
14,787
28,279
64
10,183
18,688
48
5,229
7,370
50
5,719
8,513
38
MISSING THE TOP 10 Bahujan Samaj
Party
HIGHEST RANK GAINER Indian National
Congress
Ranking of parties based on overall score, in case of parties having the same SSI, ranking based on Unique people

15. THOUSANDS
BJP LEADS MOST OF THE DAYS; EXCEPT ON AAP DHARNA DAY
70
60
50
40
30
20
10
0
01-01-2014
06-01-2014
11-01-2014
Indian National Congress
16-01-2014
21-01-2014
Bharatiya Janata Party
Daily mentions of the top 4 most mentioned political parties in December, 2013
26-01-2014
Aam Aadmi Party
31-01-2014

16. SOCIAL MEDIA SCORE OF MOST PROMINENT POLITICAL PARTIES
Following is the list of 10 most prominent national and regional parties with their performance stats on social
media. Total score is arrived by considering four broad parameters. Details of the methodology is given in
the appendix
Party Name
Bharatiya Janata Party
Indian National Congress
Aam Admi Party
Nationalist Congress Party
Communist Party of India (Marxist)
Dravida Munnetra Kazhagam
Bahujan Samaj Party
All India Anna Dravida Munnetra Kazhagam
Janata Dal (United)
Biju Janata Dal
Buzz Volume
Unique People
Talking
8,27,418
3,89,965
6,40,833
28,279
40,847
7,370
10,336
2,894
7,123
9,339
Note: Analysis based on the top parties whose buzz volume is greater than 5K during January month
1,35,729
1,21,097
1,14,868
14,787
24,547
5,229
6,983
2,038
4,983
6,121
Simplify360
Social Index (SSI)
71
71
68
64
64
50
47
46
45
45

17. TOP TWEETS ON BJP
1
3
2
4

18. TOP TWEETS ON CONGRESS
1
2
3
4

19. TOP TWEETS ON AAP
3
1
2

20. Parties by favorability score
Most loved
Least loved
87
58
1. COMMUNIST PARTY OF INDIA (MARXIST)
1. AAM ADMI PARTY
58
74
2. BJP
2. AIADMK
62
72
3. DMK
3. JANATA DAL (UNITED)
Note: Analysis based on the top parties whose buzz volume is greater than 5K during December month

21. Where are most of the buzz on
Indian Elections 2014 coming
from?

22. Top 3 States discussing on Indian Elections
Delhi continues to top the states
talking about politics and
elections followed by
Maharashtra and Karnataka.
23.5%
22.4%
11.9%
%age mentions
from NCT
%age mentions
from Maharashtra
%age mentions
from Karnataka
Gender wise distribution
11% 89%
FEMALE MALE
Most of the discussions on
Politics were from Men

23. “
What could possibly
be more important
than what your
consumers [voters] say
about you?”
Mary O’Connell
Director of Global Digital
Marketing, Clorox Brands

24. BUZZ ON INDIAN ELECTIONS IS ON AN INCREASING TREND
10,00,000
9,00,000
8,00,000
7,00,000
6,00,000
5,00,000
4,00,000
3,00,000
2,00,000
1,00,000
0
19-Nov-13
26-Nov-13
3-Dec-13
10-Dec-13
17-Dec-13
Mentions
24-Dec-13
31-Dec-13
Linear (Mentions)
7-Jan-14
14-Jan-14
21-Jan-14
28-Jan-14

25. APPENDIX
About the Company and
Research Methodology

26. 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

27. Simplify360 Social Index (SSI)
A POLITICIAN/PARTY IS RANKED BASED ON FOUR BROAD PARAMETERS
AWARENESS
SPREAD
Total Twitter mentions and
unique people talking
about a party/politician
are considered for finding
the Awareness score
Volume of buzz
Weights
X%
Unique People
talking about
Y%
Measures the quality of
Twitter mentions spread
by considering Total
impressions, total buzz
and unique people talking
about
PROMINENCE
A measure of how
prominient a politician on
other social media
platforms, which is
measured through Twitter
by considering the links
shared, images and
videos
FAVORABILITY
Measures the extent of
Favourability a
politican/party. Considers
Sentiment in to account
for analyzing the
Favorability score
Quality of
Spread
Number of
images or
videos and links
Considers
Opinion of
people
Z%
P%
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

28. About the Data:
Timeframe: January 01, 2014 – January 31, 2014
Geography: India
Data sources*:
All the tweet mentions on Indian elections,
parties & politicians were tracked from Twitter
using Simplify360 tool.

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