Social media in India is an evolving trend, and this general elections result might start a new discourse for elections to come. However, it will be interesting to wait and watch, whether the popular online sentiments, and the millions likes, thousands of share and million tweets can translates into REAL VOTES .
Can Modi do a Barack Obama in General Election 2014 Courtesy Social Media
1. Can Narendra Modi do a
Barack Obama ?
Mr. Barack Obama, President, United States of
America & Mr. Narendra Modi, BJP PM Candidate
for General Election 2014
2. Objectives
• Analyzing the most engaging and less
engaging post of Mr. Barack Obama & Shri
Narendra Modi.
• Based on analysis, finding solution to connect
with target audience more effectively.
3. Decoding Mr Barack Obama “First Social Media
President”
Face book : 39 million
Twitter :42.5 million
Website : www.barackobama.com
4. USA Social Media Landscape
USA
• Internet penetration is 250 Milion, (81 % )
• Total Population : 317 Million(USA News,2013)
The use of social media is becoming a feature of political and civic
engagement for many Americans. Some 60% of American adults
use either social networking sites like Facebook or Twitter and a
new survey by the Pew Research Center’s Internet & American Life
Project finds that 66% of those social media users—or 39% of all
American adults—have done at least one of eight civic or political
activities with social media.
Source : http://www.pewinternet.org/2012/10/19/social-media-and-
political-engagement/
6. Our Analysis for Most
Engaging Posts of Obama
Composition of the post
•Short text message
•No URL attached
•Simple to Understand
•Positive in Nature
•Depicting real people, real things and real
life situation.
•Good quality
•Action oriented images
Message of the Post
•Content that most people can relate –
people hold similar belief, share the same
political or religion, or are the same age or
gender. “PERSON LIKE MYSELF”
•Visuals are highly relevant with brand–
Barack Obama’s Character
•Photos with messages and meanings that
evoke emotions.
•Shares symbolic action and ritual all
American shares.
Style of Communication
•First personal
•Storytelling
•Personal
8. Our Analysis for Less
Engaging Posts of Obama
Composition of the post
•Long Text
•External Links are attached & Shared Images
•Difficult to understand: Need to scan picture
and post to understand
•Negatieve in Nature
•Text overlays & Digitally Manipulated Images
•Good quality
•Posts look like Stand Alone ads. Not action
oriented.
Message of the Post
•Visuals are not much relevant with Barack
Obama’s Character
•Difficult to relate with images
•Images with digitally manipulateion that
does not evoke emotions or convey any
meaning.
•No Symbolic actions by Obama that
Americans share.
Style of Communication
•First personal
•Storytelling
•Professional
9. Decoding Mr. Narendra Modi. BJP PM Candidate in
2014
“Most Popular Politician in India on Social Media “
Facebook :12milion
Twitter : 3.73 million
Website : www.narendramodi.com
10. India Social Media Landscape
India
• Internet penetration is just 205 million out of 1.2 billion,
• Registered voters 814 million
• social media users 103 million.
A 2013 study by the Internet and Mobile Association of India
(IAMAI) indicates that there are 160 “high impact” constituencies
out of 543, where social media will not only influence voter turnout
but also sway poll results by 3–4 percent. This impact is not limited
to metros and Tier I cities, because a third of India’s social media
traffic comes from towns with populations of less than 500,000.
Read more: http://forbesindia.com/article/real-issue/social-media-
limited-but-liked/37550/1#ixzz2yr6Me1wO
12. Our Analysis for Most
engaging Posts of Modi
Composition of the post
•Short text message
•No URL attached
•Simple to Understand
•Positive in Nature
•Depicting real people, real things and real
life situation.
•Good quality
•Action oriented images
Message of the Post
•Content that most people can relate –
people hold similar belief, share the same
political or religion, or are the same age or
gender. “PERSON LIKE MYSELF”
•Visuals are highly relevant with brand– Shri
Narendra Modi
•Photos with messages and meanings that
evoke emotions.
•Shares symbolic action and ritual all Indians
shares.
Style of Communication
•First personal
•Storytelling
•Personal
14. Our Analysis for Less
Engaging Posts of Modi
Composition of the post
•Long Text
•External Links are attached
•Shared Images
•Difficult to understand: Need to scan picture
and post to understand
•Text overlays & Digitally Manipulated Images
•Good quality
•Posts look like Stand Alone ads.
•Not action oriented.
Message of the Post
•Visuals are not much relevant Narendra
Modi’s Character
•Difficult to relate with images
•Images with digitally manipulated that does
not evoke emotions or convey any meaning.
•No Symbolic actions by Modi that Indians
share.
Style of Communication
•Third Person Communication
•Storytelling
•Professional
16. Connecting Through
Symbolism
•Symbolic Action / Ritual
– Shopping
•Explanation: Obama goes
for shopping
•Meaning: Obama is just
like every citizens
•Story: All American goes
for shopping to buy daily
necessities.
17. Connecting Through
Symbolism
•Symbolic Action / Ritual
(We All Indian Shares) –
Rakshabandhan
•Explanation: Modi allows
Women to ties rakhi.
•Meaning: Modi is just like
everybody else. Brother.
Modi values
Rakshabandhan.
•Story: In Hindu family, all
sisters ties a string to his
brother for his protections
and pray to god.
18. Connecting Through
Symbolism
•Communication through symbolic
images can connect in subtle way.
•We humans are always in search of
meaning. If we do not find the right
meaning, then we end up creating
wrong one.
•So, it is better to give meaning to
people through symbolic images.
22. Becoming One
Mirror Neurons
Empathy: Many scientists now believe
we have neural networks that activate
when we perform an action or
experience an emotion, and also when
we observe someone else performing
an action or experiencing emotions.
We see no difference between
character and ourselves. The more we
identify with character, the more we
believe in his or her choice.
Reference:
http://en.wikipedia.org/wiki/Mirror_n
euron
23. Characterization
Professional Life:
What person do during working hours.
Personal Life:
What person do with his/her
family, friends or relatives.
Private Life:
What person do when he or she is
alone.
---
We can identify with person if he/she
has same shared experience, belief
and values.
---
In case of Shri Narendra
Modi, Personal and Private
life are untapped. As social
media is a medium to
socialize, people want to
personalize with individual.
Example: Mr. Barack Obama
When he is alone
When he is with family
When he is on work