Top Story

e4m_logo.png

Home >> Digital >> Article

#IamwithModi, #Modi account for 19% of conversations within top 10 trends on Twitter, Instagram: Maxus Kaleidoscope

05-December-2016
Font Size   16
Share
#IamwithModi, #Modi account for 19% of conversations within top 10 trends on Twitter, Instagram: Maxus Kaleidoscope

The demonetisation of currency notes on the eve of the US election 2016 results by the PM of India Narendra Modi was a surprise announcement that triggered a significant upward twist in social media chatter. Maxus Kaleidoscope mapped the mood state of India basis the location based Twitter and Instagram conversations in India between Nov 8-24, 2016 by when we would get a clear picture of the how the initial euphoria of the demonetization panned out over time. Location based Tweets and Instagram Posts oscillated largely between Action oriented and calm moods in the fortnight since the demonetisation from an all-India basis. Calm moods were dominant in the North Eastern states of Mizoram and Meghalaya as depicted in the map below.

Nearly 5 Lakh conversations on Twitter & Instagram made up the top 10 trending topics.

Demonetisation accounted for 6 of the top 10 trending topics since the announcement of which

Narendra Modi garnered half of the trending topics. #IamwithModi and #Modi were the topics that

made up for 19% of the conversations within the top 10 trends. Cricket shared a bit of the spotlight

from demonetization thanks to the ongoing England-India test series.

A total of 23 brands were linked to the top 10 trending topics during the past fortnight. These brands factored in slightly over 30% of the total conversations of which PayTM (avg. 53% association) and SBI (avg. 16% association) carved out the larger part of the Brand Share of Conversation. Samsung and Amazon also managed to gain a significant share of overall conversations however Samsung conversations were largely based on humorous conversations around the Samsung Galaxy Note and demonetization of currency notes. The top 5 metros reflected similar patterns of moods where action dominated the moods however there were some days especially like the Nov 17 in Delhi when the expression of calm gave way to action. Additionally, Tamil Nadu showed a blip towards anxiety on the 18th, 19th and 21st of Nov 2016 when subsequent announcements of the demonetisation easing by the government and news of the CM Jayalalithaa seemed to have driven up the specific mood.

Overall across the top cities in India, there is a sense of patient restraint as the demonetisation moves on into the third week and nears the critical end of the month period when cash flows really come into play.

Karthik Raman, Chief Marketing Officer, IDBI Federal Life Insurance, on the brand’s unconventional approach to marketing and priorities for the next year

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

FoxyMoron has bagged the digital mandate for one of India’s leading premium menswear fashion brands – Blackberrys. The business was won following a multi-agency pitch

As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends