1. GENERAL ELECTION 2014
SOCIAL MEDIA CAMPAIGNING ON FACEBOOK
Project 1
Group4:
Deboleena Panja
Madhavnarayan
Mark Lalduhsaka
Naveli Singh
Prateek Singh

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3. GOOGLE TREND
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4. POPULARITY
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5. DEMOGRAPHICS
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6. HOW DO VISITORS LAND
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7. MOST VISITED PAGES
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8. LINKS TO OTHER WEBSITES
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9. A QUICK COMPARISION
AAP BJP INC
SPEED
Speed 1.144 sec 2.764 sec 4.576 sec
ENGAGEMENT
Bounce Rate 40.50% 46.30% 60.40%
The Bounce rate represents the % of people visiting just a single page. Thus, it
should be lower for higher engagement. INC has performed worse than the
other two.
Daily
Pageviews per
Visitor
2.94 2.38 2.13
The Page view of AAP is marginally more than the other two.
Daily Time on
Site
4:13 2:40 2.56
The engagement with the audience for AAP is higher than the other two.
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10. WEBSITE SEO ANALYSIS
 Architecture
 Content
 Links
 Social Media
 Trust
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11. SEO SUMMARY
INC AAP

12. ARCHITECTURE
INC BJP AAP
CANONICAL
TAG
LOW LOW LOW
PAGE SPEED LOW MED HIGH
URL REWRITE HIGH HIGH LOW
URL
UNDERSCORES
HIGH HIGH HIGH
WWW
RESOLVE
LOW LOW HIGH

13. CONTENT
INC BJP AAP
DESCRIPTION MED HIGH LOW
DOCTYPE HIGH - HIGH
ENCODING HIGH MED HIGH
HEADINGS HIGH - LOW
IMAGEALT
ATTRIBUTES
HIGH LOW LOW
KEYWORDS LOW - HIGH
LANGUAGE LOW - HIGH
MEYAKEYWORD HIGH LOW HIGH
TEXT LENGTH LOW HIGH HIGH
TITLE HIGH - HIGH

14. LINKS
INC BJP AAP
LINKTEXT
QUALITY
HIGH - HIGH
PAGE LINKS LOW - LOW
WEBSITE
BACKLINKS
LOW - MED

15. SOCIAL MEDIA
INC BJP AAP
SHARING
OPTION
LOW HIGH MED
FB LIKES - HIGH -
FB SHARES - HIGH -
GOOGLE + - HIGH -

16. TRUST
INC BJP AAP
DAILYVISITORS LOW - HIGH
DMOZLISTED LOW - LOW
NO PROFANITY HIGH - HIGH
NOT REGISTED
SPAMMER
HIGH - HIGH

17. RECOMMENDATIONS
INC BJP AAP
•Build more backlinks
•Improve the keywords
•Insert more links
•Elaborate on the content
•Add more social media links
•Reduce or optimize your
meta keywords
•Optimize your HTML for H1
and H2 headers
•Check all images for ALT
attribute
•Optimize the number of
external links
•Delete frame and iframe tags
•Add proper sitemap.xml file
•Improve the keywords
•Fix the heading hierarchy
•Build more backlinks
•Write a longer Meta
Description
•Add alt attributes to images

18. ARVIND KEJRIWAL
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19. ARVIND KEJRIWAL
Number of Fans:4219295
PeopleTalkingAbout:328252
GROWTH OF FANS:
+11353
By month
+101878
By day ByWeek
+865378
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20. NARENDRA MODI
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21. NARENDRA MODI
Number of Fans:9767672
PeopleTalkingAbout:1051147
GROWTH OF FANS:
+31011
By month
+324011
By day ByWeek
+1823988
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22. RAHUL GANDHI
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23. RAHUL GANDHI
Number of Fans:345895
PeopleTalkingAbout:10506
GROWTH OF FANS:
+86
By month
+549
By day ByWeek
+2899
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24. ENGAGEMENT RATE
Engagement rate is the percentage of people who saw a post that liked,
shared, clicked or commented on it.
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25. 22.22
33.33 33.33
11.11
23.26
74.42
2.33
0.00
46.67 46.67
3.33 3.33
0.00
10.00
20.00
30.00
40.00
50.00
60.00
70.00
80.00
Ethos Pathos Logos None
Kejriwal
Modi
Gandhi
From 27th Jan
to 11th Feb.
SOURCES: HubSpot, Powerpoint
ARISTOTELIAN PRINCIPLE
KIND OF MESSAGE USED IN THE POSTS
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26. “Met with North East Students Delegation regarding the tragic death of NidoTaniam and assured them of all
support from Delhi government in the fight for justice.There is no place for elements trying to spread
hatred against people and our government will adopt a zero tolerance policy towards such unacceptable
behavior since people residing here from all parts of the country and those belonging to other countries
are pride of Delhi”- Pathos
“Aam Aadmi Party government has sent files related to Street Light scam worth Rs 92 crore in CWG to Anti-
corruption branch. The Delhi government has asked anti-corruption bureau to probe a number of cases
of corruption relating to alleged irregularities in Commonwealth Games projects.Those found guilty of
corruption will not be spared”- Logos
“AajTak has done an expose of Police Officers who were caught accepting bribe. I have requested the channel
for copies of the video footage.We will take strongest possible action against the guilty policemen, and
would not spare any corrupt official.Also,We will reward and recognize the honest ones. I have directed
our anti-corruption branch to take cognizance and investigate all cases exposed byAajTak ”- Ethos
ARVIND KEJRIWAL
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27. “Our nation will progress when each & every citizen is healthy!We need to ensure that the poorest of poor
have access to quality healthcare. One example of that is Gujarat's MAYojana, that has been bringing a
positive difference in the lives of BPL families in Gujarat”- Pathos
“Inaugurated IIMA-Vastrapur Flyover, Gujari Bazaar & Dhobi Ghat in Ahmedabad & joined the draw for
allotting over 10,000 houses under Mukhya Mantri GruhYojana. The new IIMA-Vastrapur flyover will
help ease traffic congestion in this very busy part of Ahmedabad. Gujari Bazaar & Dhobi Ghat exemplify
inclusive growth with a modern & technology oriented Approach”- Logos
“It was great being among young students at the convocation ceremony of SRM University in Chennai. My
best wishes to them. Urged students to make India a hub of innovation where our youth create the next
Apple, Google & Microsoft ”- Ethos
NARENDRA MODI
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28. “Odisha is the richest state, but people are poor because of the government.We have fought the battle for
tribal, ensured that they get their land back.We will fight for the rights of the poor” Pathos
“Government hikes subsidised LPG cylinder cap from 9 to 12.The government has raised the quota of
subsidised LPG to 12 cylinders per household in a year from nine at present. "The Cabinet today decided
to increase the subsidised cylinders to 12, starting from February 1,“said Union Petroleum and Natural
Gas Minister MVeerappa Moily. CongressVice President Rahul Gandhi atAICC session on January 17,
had urged the Prime Minister Manmohan Singh to increase the cap to 12 as the people were finding it
tough to manage with only 9 cylinders.”- Logos
“Rahul Gandhi has roped in former chief election commissioners to ensure no leader with criminal
antecedents get a party ticket for the 2014 Lok Sabha polls.After Rahul was made a Congress general
secretary in 2007 and given the charge of party's youth wings - IndianYouth Congress and National
Students Union of India (NSUI) - FAME has been conducting polls to appoint office-bearers in the two
youth outfits. ”- Ethos
RAHUL GANDHI
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29. SUBJECT DEPICTED IN POSTS
5%
33%
6%
11%
11%
17%
11%
6%
Healthcare
Lokpal & Swaraj bill
Auto drivers
Others
Anti corruption
People participation
Working
Housing rights
ARVIND KEJRIWAL From 27 Jan-11 Feb
TOTAL POSTS ANALYZED-18
AVERAGE-1 POST/DAY
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30. SUBJECT DEPICTED IN POSTS
9%
37%
14%
5%
30%
5% Religion
Development
Nation
Connect
Politics
Others
NARENDRA MODI From 27 Jan-11 Feb
TOTAL POSTS ANALYZED-43
AVG= 3 POSTS/DAY
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31. SUBJECT DEPICTED IN POSTS
RAHUL GANDHI From 27 Jan-11 Feb
27%
7%
33%
33%
Party
System
Nation
Development
TOTAL POSTS ANALYZED-30
AVERAGE=2 POSTS/DAY
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32. SOCIO ECONOMIC CAPITAL
16.67%
of Arvind
Kejriwal’s posts
seek social and
economic capital
13.95%
of
Narendra Modi’s
post consist of
call for social/
economic capital
3.33%
Of
Rahul Gandhi’s
posts seek for
volunteers or
donations
Candidates use Facebook as a platform to
collect social and economic capital by asking
users for donations, enlisting volunteers and
by utilising their network of supporters as a
distribution network of information by asking
them to share the candidate’s message with
their friends on the network.
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33. RECOMMENDATIONS
 ARVIND KEJRIWAL- No. of Posts should be increased-A
rare presence may suggest that the media and its
demographic are not valued.
 RAHUL GANDHI- Concentration on social capital-The
posts should ask for more of people’s support and open
avenues where they can volunteer.
 NARENDRA MODI- Use of Logos in communication-
Mention of numbers and sharing the projects undertaken or
initiatives done by the party can help increase the credibility
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36. Watch #Rahul #Gandhi's public rally in Bardoli, Gujarat
http://www.youtube.com/watch?v=weM0PCurYdY
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37. Rahul Gandhi during a Public Meeting at Bhatapada, Cuttack, Odisha
Watch the complete speech here http://goo.gl/RVTYOd
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40. Thank You
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