PROPOSAL FOR

BHARTIYA JANTA PARTY (BJP)

1 Presented By

Ram N Kumar

+91 9873916683

ram@themarketech.in

TABLE OF CONTENTS

Social Media - The Big Bang

What Is Social Media?

Winning Indian Audience over New Media

Bringing BJP Closer to People

Campaign Management

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SOCIAL MEDIA

THE BIG BANG

SOCIAL MEDIA EXPLOSION

North Korean Pop star PSY

became a household name

overnight after his video ”Oppa

Gangnam Style” became viral via

social media

One billion

hits

YouTube numbers are total hits that video received. Screen shot portrays only

the official PSY channel number

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Canadian pop singer Justien Bieber rose to fame through YouTube

SOCIAL MEDIA EXPLOSION

More than 2 billion

views

30 million followers

50 million fans

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WHAT IS IT?

SOCIAL MEDIA

FOUR STEP APPROACH

Social

Social Media

FaceBook FaceBook

A social networking site which enables user to post, like,

comment & share it

Twitter

A micro blogging service where

user tweets his/her opinion which gets viral via re tweets

YouTube

platform which makes An audio visual

platform which makes an instant connect

with audience

Mobile

An out of box mobile An out of box mobile text, voice & video

campaign

A concrete approach focusing on major social media tools to woo Indian audience

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INDIAN PHENOMENON

A global phenomenon going local in India like never before

Penetrating the roots of India and emerging out as a powerful medium

to Influence the masses.

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ITS IMPACT!

Word of Mouth

Opportunity

for

engagement

Hyper

Informed user

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WINNING INDIAN AUDIENCE

SOCIAL MEDIA

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INDIA DIGITAL MOBILE REACH

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Facebook is still growing in India, But Mobile subscriber density has

reached 80% penetration. Hence using this medium will catapult reach

to mega fold.

1.2 Billion Indian Population

940 Million Mobile Subscribers

65 Million FB Users

60 Million DTH Users

150 Million Internet Users

WINNING INDIAN AUDIENCE

FaceBook

Demographics

Twitter Demographics

Almost 50% of the FaceBook & twitter users fall into 18-25 age demographics

Majority of Indian vote bank also falls in the same category

This overlap can be used to spell success in upcoming elections by capturing evasive

audience and bringing BJP closer to people

* As per Social people & Beelove data

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INDIAN POLITICIANS ON SOCIAL MEDIA

SOCIAL MEDIA

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TOP POLITICAL LEADERS ON FACEBOOK

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TOP POLITICAL LEADERS ON FACEBOOK

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TOP POLITICAL LEADERS ON FACEBOOK

CAMPAIGN VIA DIGITAL AND SOCIAL TOOLS

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Nowadays, People don’t spend much time on TV as they spend online on

their Mobile, Social Media and digital media.

• Message

• Video

• Voice Portal

• Seedhi Baat – Chat with your leaders

Mobile Program

• A political networking site- iCongress.com

• Creating micro communities

• Making a connect with Indian users digitally

Digital Marketing

• Strong presence on FaceBook & twitter

• Making a personal connect with average Indian

Social Media

• Streaming – Apt for Smartphone users

• Engaging them with rich quality content

Video Streaming

• Official Information

• Blogs for different leaders for different communities

Official website

• Reaching out to Indian masses extensively through online search

Demystifying Search

• Ads being served on web and mobile ad networks

Display Ads

Technology should make people smarter, with a digital

campaign that flows quietly, smoothly and without

surprises, with one goal: to win.

New media technologies play a crucial role in everything

from message communications to grassroots

organization and voter engagement. Mobile and social

technologies are transforming the political landscape.

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USE OF TECHNOLOGY

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POLITICIANS - FACEBOOK HANDLE

Profile Facebook Handler Fans

Narendra Modi narendramodi.official 1,054,985

Dr. Manmohan Singh dr.manmohansingh 338,221

Kiran Bedi kiranbedithecop 336,191

Narendra Modi For PM NarendraModi4PM 300,608

Baba Ramdev swami.ramdev 225,966

Rahul Gandhi India.RahulGandhi 196,423

Priyanka gandhi gandhipriyanka 156,069

Final War Against Corruption FinalWarAgainstCorruption 101,005

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POLITICIANS - TWITTER HANDLE

Profile Twitter Handler Followers

Shashi Tharoor @ShashiTharoor 1,865,074

Narendra Modi @narendramodi 2,026,829

Kiran Bedi @thekiranbedi 514,559

Ajay Maken @ajaymaken 413,905

Sushma Swaraj @SushmaSwarajbjp 337,060

Dr Manmohan Singh @PMOIndia 299,929

Omar Abdullah @abdullah_omar 328,524

Arvind Kejriwal @ArvindKejriwal7 422,047

Subramanian Swamy @Swamy39 211,209

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MISSION

BRINGING MR. GIRI CLOSER TO PEOPLE

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BRINGING MR. GIRI CLOSER TO PEOPLE

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MR. GIRI DIGITAL MEDIA CAMPAIGN HIGHLIGHTS

Mr. Giri’s foray in Social Media

Lead the Social Media through strong presence

Build a word of mouth

Influence the influencers

Social media influences the media

It also influences the people

Most importantly it influences the “Soch”

We need to influence the “Soch”

How do we do it ?

Position our achievements to become the talking point

Educate the masses

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BJP FORAY IN SOCIAL MEDIA

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LEAD THE SOCIAL MEDIA THROUGH STRONG PRESENCE

ACTION PLAN :

TOUCHING UNIVERSE OF 50 VOTERS

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SOCIAL NETWORKING

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• Engaging with India’s youth via leading social networking sites

Engaging with youth via Video Blogs

MOBILE APPS

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• Mahesh Giri ka App Darbar -

Youth engaging mobile apps

with single source for Party

updates

• Call to action for party updates

• Engage intellectual users to

voters.

• Mobile Application on All Major

platforms like Android, iPhone,

iPad, Blackberry, Windows

Mobile, Symbian.

SMS MMS USSD

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• Regular update on party initiatives, achievements, future plans, National &

Domestic Issues in vernacular language based on geographical area

touching 400 Mn

• Allowing people to reply back to SMS to capture their emotions

Targeting Youth and Urban Smartphone users with a segmented

vernacular video strategy.

A dedicated campaign spurning videos around

BJP manifesto for elections.

Creative ambush as proactive attack on oppositions

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VIDEO STRATEGY

*As per Neilsen survey

PENETRATING INTO SMARTPHONE USER-GROUP

All Smartphone users are Digitally savvy users as per the analysis hence

digital campaign clubbed with SMS based Mobile program will target these

30 Mn urban voters, and persistence efforts changes and strengthens

mindsets.

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VOICE PORTAL

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• Voice Blog in Regular update on party initiatives, achievements, future

plans, Domestic Issues in vernacular language.

• Single portal for all party related updates from top leaders of party.

Voice Blogs Seedhi Baat Cheet Common Man’s

Message for Leader

Connecting to voters like in a world class event

Connecting with Voters

MAILERS

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• Regular update on party initiatives, achievements, future plans,

National & Domestic Issues in vernacular language based on

geographical area.

• Allowing people to reply back to SMS to capture their emotions

OBD DIALERS

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• Regular OBD to engage with rural

as well as urban voters

• OBD in vernacular language to

reach more people

• Communication of Party

Achievements, Milestones,

Obstacles and future plans

ACTION PLAN :

CAMPAIGN MANAGEMENT

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MAHESH GIRI – BJP CANDIDATE

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Study Says :

Development is the one word which rules, the

campaign around achievements, will

get immense response on digital media via

Mobile Program, Facebook, twitter, Youtube

account, blogs and website.

The success of recent Gujarat elections for

Narendra Modi says it all, 90 % of his Digital

media messages were talking about

development and Youth in Gujarat

Our Campaign will focus and engage masses on development of

infrastructure, employment, food security and other key points of BJP

Party for the election’14

PATTERN OF POSITIVE INFLUENCE

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From our observation and analyzing the Facts :

1. Narendra Modi is the most valuable brand on Facebook.

2. We can say that in near future only Social Media will be a major platform for the reputation

building in India, as any one who uses net is well-educated and it is clearly visible that

how overwhelmingly Narendra Modi is accepted.

Using his name for our campaigns

“NAMO’S” ROUND THE YEAR REACH STRATEGY

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On 31st August, Gujarat CM Mr. Narendra Modi did what no other political leader

in India could, a live video chat using Google Hangout. While platforms such as

Facebook and Twitter is not new to the Gujarat CM, this video chat marks his

foray into another platform: Google+

SUMMARY

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• We will use facebook as umbrella for social media

• It will have youtube channel

• A microsite integrated with facebook

• Creating Mahesh Giri App

• It can be promoted in all the campaigns

• Any person can send direct question to Mr. Giri through this app

• All his campaign calender will be available in the app

• All his video, and other resources can be accessed

• Advertising

• On Facebook – Increasing reach of page

• Promoting live tweet session on twitter

• Live Video Chat

• Regular session on Google hangout

THANK YOU

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