India and Bharat: A Social Media Story

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India and Bharat: A Social Media Story

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Dr. Ranjit Nair | Germin8

Photo Courtesy: Mandar Deodhar| India Today

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What Say??

Should SACHIN Retire?

Photo Courtesy: Wallpapers99.com

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Q. Should SACHIN be asked to retire from Test Cricket?

He should get to decide the

right time

A.

No His time is up

B.

Yes

Let me take an audience poll

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Audience Poll

A.

No B.

Yes 40% 60%

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Let me take an audience poll

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According to Explic8

A.

No B.

Yes 32% 68%

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According To Explic8

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• Fewer people in Y cities feel he should leave

• X includes Mumbai

• People in Z towns were mostly neutral

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What did they say?

To all who says @sachin_rt should get retire from #cricket.... #CleanItUp your mind.

@sanjay_bohra: @TremblingSoul @Sanjay_Dixit @RSingh6969a @sachin_rt indian team is nt old age home to spend retirement years.”

@navneet_mundhra: @Sanjay_Dixit @TremblingSoul @sanjay_bohra @RSingh6969a @sachin_rt No one has right to decide RETIREMENT for him...”

@Shaharaju007: @wasimakramlive SAY TO @sachin_rt BARKHUDAAR KYA KHATE HO HAM TO RETIRE HOGAYE AUR AAP TO JAWAN HO RAHE HO

X cities

Y cities

@UltiKhopadi: Before I die, I want to see Manmohan Singh speaking to Salman Khan's wife on Sachin Tendulkar's retirement party.

@MadOverDonuts: #ThankSm1Today to start! I thank Sachin Tendulkar for starting to think on his retirement

@ Ace_Of_Pace : Hello, am I speaking to Sachin Tendulkar? Sir, I'm calling from HDFC Bank sir, regarding our Retirement Plan ... *click*

@ ishrutikohli : Sachin Tendulkar and Lal Krishna Advani have a common nightmare: Retirement.

@coolfunnytshirt: It seems, Roger Federer will retire before Sachin Tendulkar.

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Is Social Media relevant in our country?

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Social Media does not apply in Bharat SM usage is not

big enough

My TG is not online

SM is fake

SM is frivolous

SM is just ranting

Data/Analytics is not representative

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Let’s examine these in more detail

• Define India and Bharat

• Internet penetration

• Usage of Social Media

• Insights from – Bollywood

– Sports

– Politics

– Brands

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What is India and Bharat

Photo Courtesy: Flickr-Kailash Mittal, Free from www.asia-images.com

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What is India and Bharat

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Dividing based on City Tiers (According to 6th pay commission guidelines)

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Growth in Internet

Sources: http://articles.economictimes.indiatimes.com/2013-04-01/news/38189322_1_internet-and-mobile-association-small-towns-social-media-audience http://en.wikipedia.org/wiki/List_of_countries_by_number_of_Internet_users (2012 Data)

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Growth in Internet

Sources: http://www.livemint.com/Consumer/XKke7mMYkuuXc3voajAn5M/Smartphone-users-driving-growth-in-mobile-advertising-repor.html (2012 Data)

Nielsen also found that Indians spent more time on smartphones than Americans. “In India, the time spent on smartphones is 2.5 hours per day whereas for the US it is 1.5 hours per day,”

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Growth in Internet

Sources: Avalon Consulting, IMRB, IAMAI, I-cube (2009 Data)

Socio economic classification is another parameter to segment internet usage; c.73% of SEC A population is using the internet

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Social Media Usage

Source: facebook.com (2013 Data)

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A lot of these 90 million users have not specified their location and hence cannot be mapped to any category.

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Twitter usage in X, Y, Z locations

Source: IMRB, IAMAI

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Top twitter themes in last 6 months (According to Explic8)

X, 22%

X, 16%

X, 12% X, 14%

X, 1%

X, 22%

X, 5%

X, 8%

1677, 15%

2222, 20%

3038, 27%

1045, 9%

300, 3%

1580, 14%

870, 8%

490, 4%

Z, 11%

Z, 17%

Z, 34%

Z, 13%

Z, 3%

Z, 18%

Z, 1% Z, 3%

Films

Sports

Politics

Brand

Rape

Mobiles

Share Mkt

Jobs

Excluded: Contests, Freebies

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What is Explic8?

Explic8 is one of the most comprehensive platforms for listening, understanding and engaging in stakeholder conversations: • Makes sense of large volumes of textual conversation data in real time

• Public sources: Social media, Online news sites • Private sources: Emails, Chats, Call transcripts, etc.

• Generate actionable insights for Marketing, Corporate Communications, Customer Care, Sales, etc.

• Engage with customers, prospects, employees and other stakeholders in social media • Can be integrated with external data sources and external systems like CRM systems

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How it works

ACT

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• Collects stakeholder feedback via APIs, crawlers, etc. in real time

• Analyses using Natural Language Processing algorithms

• Displays actionable insights in real time on live interactive dashboards

• Integrated social media engagement and response workflow system

• Can be integrated with CRM systems

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Explic8’s dashboard

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How is Explic8 being used?

Explic8 is currently being used by various companies for:

PR & CORP COMM

• Online Reputation Monitoring • Digital PR Crisis Management • Online News Tracking

MARKETING

• Insights on products and services • Industry & Competition Tracking • Media Campaign Analysis • Social Media Channel Analytics

CUSTOMER SUPPORT

• Customer management • Insights for improving efficiency and

effectiveness of customer service channels

HUMAN RESOURCE

• Employee Engagement Analysis

BD & SALES

• Lead Generation

$ $ MARKET RESEARCH

• Usage & Attitude Research • Customer Satisfaction • Needs Assessment

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AGENCIES

Some of our Clients

END CLIENTS

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Social Media Week Report

Political Parties

Caricature Source: http://cartoonistsatish.blogspot.in/

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What’s the buzz around politics

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67%

28%

5%

X

Y

Z

Fewer posts from Y and Z than X, but active users are equally active

5.52 5.11 4.81

0

1

2

3

4

5

6

X Y Z

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Posts per author, Aug-Sept 2013

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18-24% are not active as one would expect, and men are disproportionately active

A. Age Groups

11%

55%

20%

6%

0%

20%

40%

60%

18-24 25-35 36-50 >=51

18-24 years

25-25 years

>=51 years

79% 88% 89%

21% 12% 11%

0%

20%

40%

60%

80%

100%

X Y Z

Male Female

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Sample Mentions

I am sincerely waiting for the 5years with Rahul Gandhi as PM. Want to just dream, dream&dream a lot, feeling sleepy. #OkBye

Ab in jhoothey Congress ke Mantri Chidambram ka bayaan suno. Inko achhey logon ki taareef nahin pachati

why? why? why? this bitch again She is clearly anti Modi and pro Congress

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49% 34% 9% 2% 2% 1% 1% 1% 1%

0%

100%

Y

BJP Congress AAP SP Others

BSP AIADMK TDP JD U

50% 35% 7% 2% 2% 1% 1% 1% 1%

0%

100%

X

BJP Congress AAP Others SP

BSP NCP TDP AIADMK

49% 37%

7% 2% 2% 1% 0.50% 0.50% 0%

100%

Z

BJP Congress AAP SP Others BSP JD U NCP

Sample Mentions - X

@AamAadmiParty after all it is a govt by the criminals, by the criminals and for the criminals.

If you want to keep convicts in #Indiapolitics at least get fast track verdicts @INCIndia @BeWithRG @PMOIndia

Sample Mentions - Y

Kal Tak Tha - Congress Bhagao.. Desh Bachao.. Aaj Hai - Congress Aur Bjp Dono Bhagao.. Desh Bachao

Saanson ki zaroorat hai jaise, Zindagi ke liye ... Bus ek NaMo chahiye, Indiaaa ke liye!

BJP and its politicians are generating the most buzz in Social Media across X, Y and Z cities

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56%

44%

0%

10%

20%

30%

40%

50%

60%

NDA UPA

X

NDA

UPA

57%

43%

0%

10%

20%

30%

40%

50%

60%

NDA UPA

Y

NDA

UPA

55%

45%

0%

10%

20%

30%

40%

50%

60%

NDA UPA

Z

NDA

UPA

Similarly for political alliances

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2%

3%

3%

4%

6%

6%

7%

9%

18%

42%

0% 20% 40% 60%

LK Advani

Jairam Ramesh

Hema Malini

Azam Khan

Akhilesh Yadav

Arvind Kejriwal

Sonia Gandhi

Manmohan Singh

Rahul Gandhi

Narendra Modi

X

2%

2%

3%

3%

5%

6%

7%

9%

17%

46%

0% 20% 40% 60%

Rajnath Singh

Chandrababu…

LK Advani

Azam Khan

Arvind Kejriwal

Sonia Gandhi

Akhilesh Yadav

Manmohan Singh

Rahul Gandhi

Narendra Modi

Y

3%

3%

3%

4%

4%

7%

9%

10%

19%

38%

0% 10% 20% 30% 40%

Jairam Ramesh

Rajnath Singh

Nitish Kumar

Azam Khan

Arvind Kejriwal

Sonia Gandhi

Manmohan Singh

Akhilesh Yadav

Rahul Gandhi

Narendra Modi

Z

The most discussed politicians were

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30%

18%

13%

9%

8%

7%

5%

5% 2% 2% 1%

PM Preferences

UP Riots

Secularism

Corruption

Party Politics

Tainted Ministers

Lokpal Bill

Breakdown in Law & Order

Increased Cost of Living

Anti-Rape Laws

Vote Bank Politics

Sample Mentions I have lost faith in all Political Party bt dont knw why my heart says #Modi is right person and he will prove to be a gr8 PM

Had Mayawati been d CM, opposition politicians wld hv been in d jail by now with their family & pets and their assets attached #RiotForVotes

India First is the true secular term rather than Congress grand secular credentials wherein you ignore majority and keep all other in dark

Is Corruption a non-issue now for the BJP? Yeddyurappa set to merge his KJP with the BJP ahead of Lok Sabha polls. #IssuesOfConvenience

BJP is attacking AAP more than CONGRESS as if AAP is in power.no wonder they want to save this rotten system in which they r enjoying.#AAP

@MubeenMasudi netas of almost all UP parties are accused.shows that society is locally polarised can't see how u blame only bjp.

@WithCongress cudnt pass jan lokpal in 3 yrs, clears convicted mps protection ordinance in 3 months.. U r going to the gallows in 2014

UP is becoming the centre of #RIOTS since #Akhilesh has taken over. No law & order.Total GUNDARAJ

Onion @ Rs.100/- This is Congress UPA policy for common people. Vote against bastard Congress UPA government & finish them forever

India's "rape epidemic" - where a rape occurs every 21 min. And Cong says it fulfilled all its promises!

@wisersfj Pathetic... Do you know how much Indian congress Govt spend on Minority appeasement (though for votes.. thats another issue)?!!

Discussion Themes

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Data Period: 1st April 2013 Onwards

Online Retails Stores


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What’s the buzz around retail stores

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• Clearly, people from X cities voiced their opinion about online retail sector more frequently than people from Y and Z cities . This could be due to low internet penetration in Y cities.

78%

18%

4%

X Y Z

Conversations about Online Retail were dominated by X cities

3.62 3.65 3.37

0

1

2

3

4

5

6

X Y Z

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Posts per author, Aug-Sept 2013

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72%

72%

65%

28%

28%

35%

0% 20% 40% 60% 80%

Z

Y

X

Female Male

Women in X cities are more vocal about brands than in Y and Z

Clearly women like Shopping online more than Talking about

Politics (slide 26)

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45% 38%

45%

16% 17%

22%

13% 20% 9%

20% 16% 20%

4% 3%

3% 2% 6% 2%

X Y Z

Flipkart Homeshop18 Snapdeal

Myntra Jabong Tradus

Flipkart was the most talked about brand across cities

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54% 57% 48%

13% 10% 18%

11% 14% 10% 7% 7%

8% 8% 6% 11% 8% 6% 5%

0%

20%

40%

60%

80%

100%

X Y Z

Shipping & Packaging Website

Pricing2 Image

Customer Service Return & Replacement

Shipping & Packaging and the website were the most discussed topics, followed by returns and replacements

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powered by Returns and Replacements and Customer Service are the biggest painpoints for customers across all cities. Payment issues are felt more in Y and Z cities

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40.2

52.1

63.8

36

20

55

59.8

47.9

36.2

64

80

Shipping and…

Pricing

Customer…

Return and…

Website

Payment

X Y Z

41.2

51

63.9

36.3

58.8

70.8

58.8

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36.1

63.7

41.2

29.2

Shipping and…

Pricing

Return and…

Website

Customer…

Payment

41.3

37.8

73.7

19.2

50

50

58.7

62.2

26.3

80.8

50

50

0% 50% 100%

Shipping…

Customer…

Return and…

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“Very satisfied by service of @flipkart . Got my phone in less than 2 days and approx 2300 cheaper than the market value :)”

Sample Mentions

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“Delighted with @Flipkart for delivering Samsung battery in less than 24hrs & at a killer of a deal. Couldnt get any better. Keep it up folks”

“Thanx @myntra for the timely delivery... Awesome job. Really loved the packing... #bravo #appreciation”

“@Flipkart a simple looking UI is what makes your website better than others #keepitup”

“Books delivered.. Thank you #Flipkart for fast delivery””

“I love that South Indian kid in the Flipkart ad with Kid Arnab who goes "First time you are given good news. Congratulations".Cracks me up!”

“@Ruchi_Vasudeva hey brought ur new book on flipkart as it is 25 rs cheap on it”

“Love how easy it is to buy books off my iPhone from Flipkart. Their mobile UI rocks...”

“Dear @Flipkart , seem that u'r courier partner First flight bringing consignments on a bullock cart. Delayed, delayed and again delayed.”

“@1kunalbahl @cnha @snapdeal Snap deal is worst at customer service and replacement, i got a faulty phone and no replacement or pick up still”

“@HomeShop18 Thank you for not only for the Amazing contest and your Super Innovative new Website homeshop18.com #HS18New.”

“While Snapdeal is still trying to find excuse for not shipping my order, Healthkart delivers order in less than three days. :)”

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17th May 2013 – 18th Jul 2013

Bhaag Milkha Bhaag


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X 76%

Y 19%

Z 5%

Why do we put song-dance routines in biopics? Looks as if Milkha Singh was a good singer as well besides being an athlete #bhaagmilkhabhaag

Thanks God Milkha ji was running 400 metre race only if he was runner for 4KM then #BhaagMilkaBhaag could have been 12 hours long.

Going by the new promos of #BhaagMilkhaBhaag , it looks like an advance remake of #PaanSinghTomar. Yeh wala train pe bhi bhaag sakta hai....

If someone plays this song while I am drinking, I swear I am gonna finish this whole bottle. #Zinda Bhaag Milkha Bhaag Is So

Inspiring, I Ended Up Playing Temple Run For

Nearly Two Hours After The Movie..

#BhaagMilkhaBhaag

• Out of the all the authors who have publically shared the information about their location, 76% were from X cities, 19% from Y cities and about 5% from Z cities

Am I the only one who thinks first of snoop dogg's 'Vato' everytime I hear "bhag milka bhag"?.

Bhaag Milkha Bhaag - Overview

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0%

20%

40%

60%

80%

100%

X Y Z

Female Male

Bhag Milkha bhag film nahi banti to nayi peedi jaan hi nahi pati ke D.K Bose ke alawa bhi koi bhagta hai

I Will Marry The Girl Who Will Choose Bhaag

Milkha Bhaag Over Student Of The Year.. :p

gud nyt

Sonam Kapoor took 11rs for her role which lasted for only 11 minutes and people forgot about it after 11 minutes . #BhaagMilkhaBhaag

After #BMB my gym trainer is like Bhaag Aish Bhaag @FarOutAkhtar =]

Slow Motion Angreza refers to Queen Elizabeth II. She

moves lesser than an Ashton Agar leg-

break.

If you didn't like #BhaagMilkhaBhaag I don't even know you

anymore.

• Female authors were seen to most active in Z cities, where most of their discussion were appreciating the movie, its story line and the performances by the cast members

• After Z cities, female authors were most active from X cities followed by Y cities

Gender Distribution

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31%

31%

22%

11%

5% Y

35%

27%

22%

9%

7% Z

Farhan's Acting SkillsDirector's EffortFarhan As Milkha

Legendary Milkha Singh

37%

31%

19%

8% 5%

X

0

200

400

600

800

1000

1200

0

1000

2000

3000

4000

5000

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23X Y Z

• The major distribution of major discussion topics was similar in all cities • The direction skills of Rakeysh Mehra were more frequently discussed in X

cities as compared to Y and Z • The discussion in X cities were more around the performance of the actors and

the director . Authors appear to be examining and expressing opinions about the acting skills and the effects of the movie

• The posts from Y and Z cities were more about the theme and genre of the movie

• The activity pattern for the authors from X, Y and Z cities were also very similar in terms of the time of the day

X Y & Z

Time of Day

Discussions & Activity Time

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• In discussions about Farhan Akhtar’s physique, the contribution of female authors in X was more than as compared to Y and Z cities

• The contribution of female authors from Z cities was more than female authors from Y cities

0%

20%

40%

60%

80%

100%

X Y Z

n=68 n=272

Farhan Akhtar as Milkha Singh is so effing hot.

I think @FarOutAkhtar 's abs in Bhag Milkha Bhag deserves its own

twitter account. Agree? Farhan Akhtar! What acting!

And what a body! <3<3 #BhaagMilkhaBhaag

Farhan’s Physique

If i had a body like @FarOutAkhtar i would never

wear a tshirt\shirt etc ! #nokidding #verytrue #bhaagmilkhabhaag

drifted back into his school athlete & college NCC days thanks to

#BhagMilkhaBhag ~ hope @FarOutAkhtar remains fit for the Rio Olympics ;)

n=14

I think Bhag Milkha Bhag guys should make one more movie on how @faroutakhtar built that body!

#MilkhaSingh was a runner I suppose. But #FarhanAkhtar's

physique in the movie makes me think he must have been a boxer

instead.

Farhan’s Physique

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Data Period – 1st August 2013 onwards

Sachin Tendulkar


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70%

26%

4%

Cities X Cities Y Cities Z

• Clearly, people from X cities voiced their opinion about Sachin Tendulkar more frequently than people from Y and Z cities. This could be due to low internet penetration in Y cities.

Share of Mentions

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79% 88% 86%

21% 12% 14%

0%

20%

40%

60%

80%

100%

X Y Z

Male Female

• Male population in X, Y and Z cities were more vocal about their views than the female population as cricket is not very popular amongst female population as it is amongst male population.

• Female population of X cities voiced their opinion online as compare to the female population in Y and Z cities.

Gender Distribution

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5%

17%

7%

18%

18%

19%

12%

10%

11%

59%

35%

46%

6%

10%

14%

10%

13%

0% 20% 40% 60% 80% 100%

Z

Y

X

#ThisTimeFor10dulkar 200th Test 950th Match

Congress Retirement Son

Most discussed topics were – Sachin campaigning for Congress and Sachin’s 200th test

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6% 7% 11%

59% 63% 34%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

X Y Z

Yes No

Sample Mentions – X Cities

Sample Mentions – Y Cities

Sample Mentions – Z Cities

Should Sachin campaign for Congress?

“Congress will be restricted to 99 seats if Sachin Tendulkar campaigns for them.”

“Dear @sachin_rt , hum tumse itna pyar nahi karte hain jitna CONgress se nafrat.... ;-)”

“@sachin_rt Getting news that you are going to campaign for Congress, it it true ? Don't ever do this blunder.”

“A part of me dies every time I see Sachin Tendulkar with Rajeev Shukla. Sigh. #MPs”

“@sachin_rt humari jaan hai - uske bina, hum sab bejaan hai ! @mipaltan #ThisTimeFor10dulkar”

“Shame on Sachin Tendulkar. If you campaign for Congress you will lose 100s of millions of fans soon. Campaigning for Coalgate/….” 48

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• Social media in India is abuzz with conversations about Bollywood, Sports, Politics and Brands

• Social media listening tools like Explic8 can be used effectively to understand the pulse of people across

different target groups in terms of volume of buzz, key topics of discussion and sentiment • While social media conversations are definitely more in X cities, the amount of conversations in Y and Z

cities and towns is increasing and significant for some categories

• PR agencies, marketing agencies, image management agencies, and marketing teams at brands can use Explic8 to understand the voice of their stakeholders in real time to make more effective decisions

Conclusions

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3

4

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India and Bharat: A Social Media Story