Pity the nation whose sages are dumb with years
and whose strong men are yet in the cradle
– The Garden of the Prophet
Being a big fan of Kahlil Gibran, it surely comes as a surprise when he pities the nation whose strong men are in the cradle. And he surely would have been surprised if he had seen what the strong men in the cradle did in Egypt, Tunisia, Libya and even New Delhi. As the human era is progressing we are perhaps witnessing a great shift in the political ideology. Politics is an art of influencing masses, their opinions, be it a country or small community or an office or even a school. So reaching out to the greater mass is ‘the pivot’ for the Politics and this pivot is nothing but effective marketing tactics.
Political Marketing has evolved to a very great extent since its beginning and it’s more or less still the same. In the early years of democracy, there might have been enthusiastic leaders who gathered masses and spoke out, publicly or in the shadows. Then came the print media. Print media contributed the most during the French revolution, John F Kennedy showed how powerful Television is during the 60s and Barack Obama in 2008 claimed his ‘iron throne’ through Social Media. The influence and power of Social Media was thus established and acknowledged across the world. In India when we think of Social Media there are two players that are extensively relying on the Social Media for their political success in coming elections. One is the glorified David who brought down the Goliath, Aam Aadmi Party and the other is the visionary who comes from the humble background of being a chaiwalah, Shri Narendra Modi.
Both of them are hugely staking their future aspirations on the Social Media platform. Their marketing tactics include huge rallies, powerful speeches, orchestrated press conferences, usual protests but what they have brought new in the Indian Politics is the use of platforms like Facebook, Twitter, Google hang-outs, YouTube videos, dedicated sites, Skype video calls, and this might just be the beginning for the exploration of the Social Media terrain.
(1) Facebook: With 7M likes on FB, NaMo has certainly gained a huge front. But ‘number of new likes per week’ for NaMo is seeing a steady decline in 1 month. But again the number of people talking about NaMo is still shooting up.
With just 815K likes on FB, AAP might need extensive program to increase its reach. But ‘number of new likes per week’ for AAP is seeing a steady increase in 1 month.
- The important aspect to note here is that ratio of ‘People Talking about this’ and ‘Total Likes’ for NaMo is 12% and for AAP it is 28%. It might just mean that eWOM (electronic word of mouth) Marketing is very strong for AAP and it could play a spoiler for NaMo in long term if it continues, as they are most popular in the same age group (18-24 years old)
(2) Twitter: With 3M followers for NaMo and 272K for AAP. Number of tweets from AAP are still 3 times that of NaMo.
(3) Location Word Clod for the users that NaMo and AAP follow @Twitter*:
The most active location is no doubt India for both our players. Based on the people they follow, AAP seems pretty much limited itself to New Delhi and Mumbai. This has resulted in immensely positive result when it comes to Delhi for AAP and even if we see pretty similar results in Mumbai, that won’t be enough for a newbie party to emerge as a third option for Indian democracy by winning only the local elections of two major Indian cities.
Based on the people NaMo follows, there seems to be a better and evenly laid out location planning. He started with the place where he is mighty (Gujarat) and seems to be spreading himself across the nation. He has taken a note for the south Indian states as well, which have always been left for the local players till now, as the locations also include Hyderbad and Banglore. One more point to note here is the appearance of ‘London’.
(4) Bio word cloud of users NaMo and AAP follow @Twitter*:
Most occurring Bio words for the users that NaMo follows are BJP, India and just near the lane is ‘News’. The word ‘hindu’ also comes up but is at the much end of the list.
Most occurring Bio words for the users that AAP follows are India, News and just near the lane is ‘Corruption’. The word ‘delhi’ also comes up at the much end of the list. And could also mean extensive focus at Delhi by AAP as compared to rest of the Nation.
(5) Follower counts of users NaMo and AAP follow @Twitter*:
75% of the users that NaMo follows have followers between 500 to 50K. One interpretation could mean NaMo is concentrating on the people having regional appeal and limited following and this is definitely an effective strategy.
While in the same bucket AAP follows about 62% of the users. Lesser than NaMo.
In this article we had a brief lookout at the social media marketing tactics employed by NaMo and AAP. But do these tactics result in an effective site traffic for both the players? Website traffic may not be the ultimate aim for AAP or NaMo, but it surely would make an interesting study. Please read the next article in this series to know the more about the site traffic for NaMo and AAP.
* Refer Images.
Note: Data presented in this article is generated from the web based analytic tools and the author doesn’t take responsibility for any kinda of misinterpretation by the reader or any faulty data capture by the web based analytic tool and the conclusions drawn from it. Please contact the author for more info.
Data as of Dec 25, 2013.