Narendra Modi is one of the few politicians in India to have effective digital media presence. He has his own site, blog, newschannel and official accounts on Google+, Facebook, Twitter, Youtube. We have studied all the online channels on which Narendra Modi is present (Facebook, Twitter, Youtube, Google+, blog and website) and tried to analyse the efficacy of his campaign. The report analyses the trends, number of hits and the visitors his campaign is able to attract. We have also looked at positive and negative user comments about the campaign. By taking Narendra Modi’s competitors (Rahul Gandhi, Nitish Kumar) and digital marketing best practices comparison (Barak Obama, Shahrukh Khan), the report validates the success of the campaign. The report also points out the strategy, shortcomings and the various areas relating to the handling of the Narendra Modi campaign and suggests changes to bring out more transparency to the same. Disclaimer: All the information in the video is obtained from the website and other internet sources. http://www.youtube.com/watch?v=ZIwhwvvNflg

1. Digital Marketing
MISB Bocconi

6. Google+
• The first Indian politician to open an account in
Google+, watched by millions of people across 160
nations.
• In four months more than 280,330 people had him in
their circle.
Twitter
• The Gujarat Chief Minister has a huge fan following on
Twitter( 1.1 million as on 23rd October 2012 reached
within a year of opening the account), though the
credibility of these accounts are questionable.

7. Narendra Modi has an
official page with
1,398,140 likes and
107,545 talking about it.
Narendramodi.in
Political blogs:
http://indiapoliticalblog.c
Youtube channel
http://www.youtube.com

8. • Use of Search Engine Optimization and social
aggregators to fine tune the search results
• Regular and instantaneous updates on Online News
Channel (Namo Gujarat – Narendra Modi’s
exclusive news channel in Gujarat)
• Featuring on paid ads and articles on news sites
(Firstpost.com)
• Web PR (Nomination in Mashable.com – Most
famous politician on web)
• Use of latest technology- Delivery of 3D speeches
using holographic projection and propagation of
the speech across 4 cities and digital media
channels

12. • Narendra Modi’s fans are constantly
engaging people on twitter with the his
campaigns and updates from the
politics.
• Businessmen advocate Narendra Modi
at Gujarat Vibrant Summit.
• Be Gujarat’s Brand Ambassador:
People share their experiences and
stories that promote Gujarat as a
brand. This has created a sense of
belonging and pride among the people
of Gujarat.
• Be Gujarat’s Brand Ambassador: This
forum also provides a platform for
people to share their ideas,
encouraging people to be a part of
development of Gujarat.

13. • From the usability front, the voters are provided easy to navigate and interactive platform to
share their views, ideas, via website, facebook page and twitter.
• The campaigns and communications across all channels are consistent and provide similar
message.
• The following emotional values and perspectives were derived from the user interactions and
comments:
• Positive values: Development, visionary, dynamic, disciplined.
• Negative values: Anti-muslim, anti-minority, hindu leader.

15. Thank You