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Introduction

Social Media Analysis

Methodology

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Introduction

• On the day of the much-anticipated Union Budget for 2014-15, social media was abuzz with conversation.

• Germin8 conducted a Social Media Analysis of the whole event on social media

• This analysis tries to answer the following key questions :• How did the audience react to the budget? • What did the people discuss about the Finance Minister and the Prime Minister?• What were the major themes of discussion around the event?• What were the underlying sentiments around these themes?• How did these conversations vary among men and women?

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Social Media Summary (1/2)

Total Mentions – 403,018

71.70%

28.30%

Gender Distri-bution

Male Female3-Jul-14

4-Jul-14

5-Jul-14

6-Jul-14

7-Jul-14

8-Jul-14

9-Jul-14

10-Jul-14

0 20000 40000 60000 80000 100000 120000 140000

41842

132933

Mentions

#RailBudget

• The conversations surrounding the budget slowly gained momentum throughout the week

• The spike on 8th July represents the Railway Budget• As expected, the conversations peaked on the Budget Day• Twitter remained the top medium for conversations followed by Facebook and

News sources

Top Sources

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Male Female0

2000

4000

6000

8000

10000

12000

14000

16000

18000

2000018289

4763

Unique Authors

Unique Authors

Top Hashtags trending during the day (10th July)

#Budget2014 #ModiBudget#SuperBudget

• Around 18,289 Unique male authors & 4,763 unique female authors were discussing the union budget on social media

• The hashtag #Budget2014 was the most popular hashtag used on social media followed by #ModiBudget and #SuperBudget

Social Media Summary (2/2)

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Mentions Across The Budget Day (10th July)

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 230

2000

4000

6000

8000

10000

12000

14000

16000

18000

20000

2714

5062

1749118501

12844

11324

7394

3960

Mentions

• The buzziest hours of the day were from 11.00 pm to 02.00 pm which coincided with the Finance Minister’s speech, thereby confirming the second screen phenomenon

• News coverage in the evening hours ensured that the conversations stretched across the day

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Overall Sentiment Analysis

Positive Negative

73%

27%

Sentiments

Sentiments

• The industry experts gave the Union Budget a thumbs-up• Concerns around allotting too many funds towards building a statue drew a lot of flak

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Brains behind the Budget

Narendra Modi

Arun Jaitley

Negative Positive

31%

75%69%

25%

• Widely touted as the #ModiBudget, there were bound to be a lot of conversations around Modi besides the jokes, the overall sentiment surrounding Modi was chiefly positive

• Arun Jaitley managed to drive positive conversations in his maiden budget speech too

81726

58827

Mentions for Ministers

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Top Themes Discussed During The Day

• Income Tax was the most widely discussed theme around the budget on Social Media. • Announcements made in Education, FDI and Electronics were other the other major

themes of discussion

Tobacco

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Income Tax (1/2)

83.20%

16.80%

Sentiments Around Income Tax

Positive

Total Mentions 16028

• The increase in exemption limit of the income tax from Rs.2 lakh to Rs.2.5 lakh for all individuals & the exemption limit for senior citizens being increased from Rs.2.5 lakh to Rs.3 lakh was discussed with positive sentiments

• Expectations of IT exemption limit being increased to Rs 5 Lakh drew the ire of the public

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69.50%

30.50%

Gender Distribution

Male Female• The chief topics of discussion within IT reforms

were increase in the tax exemption slab for all individuals

• The cap being raised to Rs 1.5 Lakh for both 80C and PPF

• Discussion around IT reforms saw more women participation as compared to other topics

Buzz Words

Income Tax (2/2)

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Education (1/2)

69.50%

29.50%

Sentiments Around Education

Positive Negative

Total Mentions 10,630

• Education-related reforms received positive sentiments due to the announcement of the Skill India program – a scheme to train and skill the youth.

• The budget received a lot of flak since a lot of people felt that funds allocated for opening new IITs and IIMs could have been utilized better in other areas

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Education (2/2)

68.60%

31.40%

Gender Distribution

Male Female

• Within discussions about education, institutions such as IIMs, IITs and AIIMS received mentions owing to the announcement to open 5 new IITs, IIMs and 4 new AIIMS.

• The “Beti Padhao Beti Bachao” scheme for women also garnered attention.

Buzz Words

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FDI (1/2)

90.40%

9.60%

Sentiments Around FDI

Positive Negative

Total Mentions 9465

• The raising of the foreign investment cap in the defence and insurance sectors from 26% to 49% was lauded by a lot of the Twitter junta.

• However, the government received criticism for having opposed FDI when in the opposition but taking a contradictory stance now.

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71.30%

28.70%

Gender Distribution

Male Female

Buzz Words

• Within discussions about FDI, buzzwords revolved around the defence sector.

• A large focus was on the impact of FDI on the security of the country and the benefits to the industry.

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FDI (2/2)

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Funny TweetsAs with all things, the Twitterati did not miss the opportunity to make fun of the union budget, and ensured hearty entertainment throughout the day.

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Methodology

• The conversations around the Budget 2014 were tracked using Explic8, Germin8’s proprietary Social Listening tool

• An ontology (knowledge structure) of the event covering all aspects around the union budget was created

• The conversations were then analysed by the tool to determine the topics and associated sentiments around them

• Researchers from Germin8 then interpreted the analysis and presented the key findings in the form of this report

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