Royal wedding apr 2011
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Royal Wedding- Social Media
Analysis
This document is proprietary and confidential. Reproduction prohibited.
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Social media buzz for The Royal Wedding
Number of mentions
Glo
bal
Re
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INDIA AUSTRALIA UK USA•More than 18 lakh mentions till date have been recorded worldwide from Nov 2010- when
the wedding was announced till date with nearly 14 lakh mentions coming from USA, UK,
Australia and India
•During the wedding, there were about 6 Lakh tweets worldwide and 600 tweets from India
(recorded between 3PM and 6 PM IST)
•Mentions from India for the past week have recorded about 50000 mentions on Facebook
and Twitter alone showing a 700% increase in mentions in just 1 week!!
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64334322
10222654
231
9983211
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65444333
2133
9765
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Nov '10 - Dec '10 Jan '11 - Feb '11 Mar '11 - Apr '11
Twitter Blogs Social Media News
Key takeaways:
•In India, on 29th April, there are on an average 2 tweets per minute for the Royal Weddingrecording a growth rate of 131% from last week’s tweets on Royal Wedding
•The increasing percentage of news mentions indicates a very high media interest in the event
•Top conversations on Twitter in India:•Royal wedding, very boring•On which channel can I watch the live streaming?•Google’s doodle on Royal Wedding
Spread of mentions for The Royal Wedding in India
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34%
21%14%
13%
11%
7%
Discussions in India for The Royal Wedding
I am watching the wedding, Who else is?
Which of the celebrities are attending?
I could care less about The Royal Wedding, I got work to do
What is the itenerary?
I'd rather watch IPL
What is so special about Royal wedding when people here are suffering for a days meal
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Positive sentiment for India’s gifts and merchandise for the Royal Wedding
54%35%
11%
Positive
Negative
Neutral
# of relevant mentions = 113
•Ludhiana’s Centex exports was chosen
from across the world to manufacture
4000 soft woolen stoles
•Centex employees are very excited to
see their stoles as part of the Royal
Wedding.
• Reactions:
•54% is positive with India’s
heritage being showcased at the
wedding and Indian export market
looking up
•35% shows a negative sentiment
towards Centex’s association with
the Royal Wedding- people have
not still gotten over with the British
ruling India in the past
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•Shaadi.com – used the Royal Wedding theme
to revamp their website and ran a survey on
which do their members think is the best Indian
celebrity to match Prince William.
•The survey showed that Katrina Kaif as the top
voted with 75% votes followed by Priyanka
Chopra and Sonakshi Sinha.
• Majority of people in India are largely unaware
that a volley of Indian brands from Tanishq,
Ponds, MakeMyTrip to Lotus Herbal are
sponsors for this high profile event
•Indian brands feel that they sponsoring this
event would help them effectively reach out to
their NRI target segments and showcase their
solutions
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64%
22%
12%2%
T-Mobile Easyjet Kodak PG Tips
Viral campaigns of global brands using the Royal Wedding theme for
promotions
Overall discussions
Kodak : “Prints Charming” poster ads
Easyjet: Top 20 Royal Wedding Look-a-likes
announced, print ads
T-Mobile: Royal Wedding spoof video has got
more than 65 Million views on YouTube!
PG Tips: Drink Tea while watching the Royal
Wedding
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Sentiment tone
25 34 28 27
34 17 2112
41 49 5161
0%
20%
40%
60%
80%
100%
Kodak Easyjet PG Tips T-Mobile
Neutral Negative Positive
•Kodak -Prints Charming- corny puns, Stretching too far with the MiddleTons caption
•EasyJet- rewards a year of free flights to Kate and William’s look alike couples- very
innovative and popular campaign
•PG Tips- Love the poster ad, no wedding without tea
•T- Mobile- Royal wedding dance Video- Brilliant viral campaign, although I wish the
content was original