Political party marketing Presentation. BJP is main opposition party in India and its candidates asked for Digital Campaign.

1. PROPOSAL FOR
BHARTIYA JANTA PARTY (BJP)
1
Presented By
Ram N Kumar
+91 9873916683
ram@themarketech.in

2. 2
TABLE OF CONTENTS
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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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3. SOCIAL MEDIA
THE BIG BANG
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4. 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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5. SOCIAL MEDIA EXPLOSION
Canadian pop singer Justien Bieber rose to fame through YouTube
More than 2 billion
views
30 million followers
50 million fans
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6. SOCIAL MEDIA
WHAT IS IT?
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7. FOUR STEP APPROACH
Social
Media
FaceBook
Twitter
YouTube
Mobile
A social networking
site which enables
user to post, like,
comment & share it
A micro blogging
service where
user tweets his/her
opinion which gets
viral via re tweets
An audio visual
platform which makes
an instant connect
with audience
An out of box mobile
text, voice & video
campaign
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A concrete approach focusing on major social media tools to woo Indian audience

8. 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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9. ITS IMPACT!
Word of Mouth
Hyper
Informed user
Opportunity
for
engagement
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10. SOCIAL MEDIA
WINNING INDIAN AUDIENCE
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11. INDIA DIGITAL MOBILE REACH
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
150 Million Internet Users
65 Million FB Users
60 Million DTH Users
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12. 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
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* As per Social people & Beelove data

13. SOCIAL MEDIA
INDIAN POLITICIANS ON SOCIAL MEDIA
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14. TOP POLITICAL LEADERS ON FACEBOOK
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15. TOP POLITICAL LEADERS ON FACEBOOK
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16. TOP POLITICAL LEADERS ON FACEBOOK
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17. CAMPAIGN VIA DIGITAL
•
•
•
•
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
AND
SOCIAL TOOLS
• Strong presence on
FaceBook & twitter
• Making a personal
connect with average
Indian
• Streaming – Apt for
Smartphone users
• Engaging them with
rich quality content
Video
Streaming
Social Media
• Official Information
• Blogs for different
leaders for different
communities
• Reaching out to Indian
masses extensively
through online search
• Ads being served on
web and mobile ad
networks
Official
website
Demystifying
Search
Display Ads
Nowadays, People don’t spend much time on TV as they spend online on
their Mobile, Social Media and digital media.
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18. USE OF TECHNOLOGY

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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19. 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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20. 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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21. 25

22. 26

23. MISSION
BRINGING MR. GIRI CLOSER TO PEOPLE
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24. BRINGING MR. GIRI CLOSER TO PEOPLE
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25. 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 ?
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
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Position our achievements to become the talking point
Educate the masses
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26. BJP FORAY IN SOCIAL MEDIA
LEAD THE SOCIAL MEDIA THROUGH STRONG PRESENCE
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27. ACTION PLAN :
TOUCHING UNIVERSE OF 50 VOTERS
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28. SOCIAL NETWORKING
• Engaging with India’s youth via leading social networking sites
Engaging with youth via Video Blogs
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29. MOBILE APPS
•
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.
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30. SMS MMS USSD
•
•
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
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31. VIDEO STRATEGY

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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*As per Neilsen survey

32. 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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33. VOICE PORTAL
Connecting to voters like in a world class event
Voice Blogs
Seedhi Baat Cheet
Common Man’s
Message for
Leader
Connecting with Voters
• 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.
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34. MAILERS
• 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
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35. OBD DIALERS
• 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
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36. ACTION PLAN :
CAMPAIGN MANAGEMENT
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37. MAHESH GIRI – BJP CANDIDATE
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
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38. PATTERN OF POSITIVE INFLUENCE
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
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39. “NAMO’S” ROUND THE YEAR REACH STRATEGY
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+
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40. SUMMARY
• 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
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41. THANK YOU
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