PROPOSAL FOR

BHARTIYA JANTA PARTY (BJP)

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Presented By
Ram N Kumar
+91 9873916683
ram@themarketech.in
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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

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 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 4
the official PSY channel number
 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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SOCIAL MEDIA
WHAT IS IT?

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 FOUR STEP APPROACH

Social
Media

FaceBook Twitter YouTube Mobile

A micro blogging An audio visual

A social networking
service where platform which makes An out of box mobile
site which enables
user tweets his/her an instant connect text, voice & video
user to post, like,
opinion which gets with audience campaign
comment & share it
viral via re tweets

A concrete approach focusing on major social media tools to woo Indian audience
 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
Hyper for
Informed user engagement

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SOCIAL MEDIA
WINNING INDIAN AUDIENCE

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 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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 WINNING INDIAN AUDIENCE

FaceBook Twitter Demographics

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

SOCIAL MEDIA
INDIAN POLITICIANS ON 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

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 CAMPAIGN VIA DIGITAL
• Message
• Video
• Voice Portal
• Seedhi Baat – Chat
with your leaders
AND SOCIAL TOOLS
• A political networking • Strong presence on • Streaming – Apt for
site- iCongress.com FaceBook & twitter Smartphone users
• Creating micro • Making a personal • Engaging them with
communities connect with average rich quality content
• Making a connect with Indian
Indian users digitally

Mobile Digital Video

Social Media
Program Marketing Streaming

• Official Information • Reaching out to Indian • Ads being served on

• Blogs for different masses extensively web and mobile ad
leaders for different through online search networks
communities

Official Demystifying
Display Ads
website Search

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

their Mobile, Social Media and digital media. 21
 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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 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

LEAD THE SOCIAL MEDIA THROUGH STRONG PRESENCE

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ACTION PLAN :

TOUCHING UNIVERSE OF 50 VOTERS

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 SOCIAL NETWORKING

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

Engaging with youth via Video Blogs

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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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 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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 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

 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

Connecting to voters like in a world class event

Common Man’s
Voice Blogs Seedhi Baat Cheet 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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 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 38
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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ACTION PLAN :

CAMPAIGN MANAGEMENT

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 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

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infrastructure, employment, food security and other key points of BJP
Party for the election’14
 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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 “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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 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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 THANK YOU
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