digital presentation
DESCRIPTION
A presentation on Aam Admi party and their digital campaignTRANSCRIPT
Digital Team:
Donil Shijagurumayum
Nupur Bhutani
Rahul Ravindran
Swikriti Sharma
BRIEF
Create positive word spread about AAP
Suggest appropriate digital platforms to:
Provide few months work in to overshadow their wrong image
Revive AAP’s positive image
Budget: 5 Cr
Duration: 10 months
Competition Analysis
Bhartiya janta party
BJP has a party
website
Narendra Modi has his own website
Modi has 11 M followers on Twitter
Over 250 engagement
groups on WhatsApp
Volunteers & coordinators
as ‘e–Karyakartas’
Use of digital media as a
powerful fund raising medium
Google Hangouts to interact with the diaspora
On Google+, the BJP Mission 272+
Page has 2903 +1’s and 552
people in circles.
‘Chai pe Charcha’ campaign videos uploaded
on You Tube
Indian national congressCongress has build a
comprehensive presence across the
vital social media networks in a short
span of time
On Facebook the party has 2 million
fans with 1.8 million talking
about this
Active Twitter account
The only Indian political party to
be present on Instagram officially
Leads ahead of the other parties on
Google+ ,quality and timing of the content delivery is remarkable
Excellent engagement
through whatsapp helpline number
Website
AAP’s digital presence
Social media networks
Use of social media by political parties
Facebook & twitter popularity
Presence on Google+
Mr Arvind Kejriwal is allegedly called as a dictator
Lack of loyalty within the party
The party lacks disciplined approach when it comes to controlling
internal affairs
No internal democracy in the party
Insufficient use of digital platform to bridge the gap
Communicate
Disseminate messages
be clear with the objective
Limited display of plans on social media platform
Problem identification
Digital strategies for aap
Our objective for Digital PR
Softly’ display AAP’s few months work
Launch campaigns to build positive image of the party
Increasing reach through greater engagement
Creating accounts on almost all digital platform to reach the larger chunk of public
Spread awareness about party movements
Display a common voice, in line with offline objectives
Connect with the youth more through FB
AAP ki दुनि�या�Aam Aadmi
Party has taken to Social Media as much as it
has taken to Indian politics.
The party is plain
transparent and voices its opinions and shares its journey with the
online user community.
Its offline agendas
and philosophies are clearly
reflected on Facebook
and Twitter.
Regular interaction with AAP Members
Online press conferences
Google + Hangouts
Link all social media channels
Share information about upcoming events
Twitter campaigns
Feature all campaigns in print & radio – 10
lakhs each
Promoted Trends – INR 5.5 lakhs/24 hours
Promoted Accounts – INR 6 lakhs/handle
min.
Promoted Tweets – INR 6 lakhs min.
Campaigns budget
Keep the page updated
Cite accomplishments, albeit discreetly
Shift the audience focus
Careful monitoring of Facebook page
campaigns
AAP ka safarAAP ki awaaz
AAP ka सफ़र
Layout will have a
detailed information
with the area , date and year of the public
works to be done
Focus will be on the works to be done in the next five
years
Wherein the party can
showcase the work done till
now
Creating a web page within the
home site of the party
AAP ka सफ़र
Net Amount: 1.5 Crores
Digital Promotions and Ads: 40 lakhs
Radio and Print Promotion: 70 Lakhs
AAP ki आवा�ज़
This project is a communicative model
A new web page to be created under the same AAP site (Citizen redressal forum)
It avails the citizens to submit their problems regarding the work not done or the promises not delivered directly on the website
For easy accessibility a mobile app of the same name will be launched
AAP ki आवा�ज़
For more engagement the page is linked
with Facebook, Twitter, Youtube,
AAP ka safar will be linked with this model
Integration of both the models will be
done in a 360 degree digital media
approach to reach out to a wider audience
AAP ki आवा�ज़
Objective: To know the problems of the citizens
Net Amount: 1 crore
Creatives: 2-3 daily
Digital Promotions and Ads: 30 lakhs
Radio and Print Promotion: 50 Lakhs
AAP ki e-sabha A unique platform devised to discuss and highlight local issues with senior
leaders from AAP and Arvind Kejriwal
Objective
Reach out to the masses offline as well as online,
Engage in a personal real time conversation over issues which are
relevant to them.
Crowd source views , suggestions and content on issues from netizens,
which can be used in devising personalized election manifestos
Convert the online buzz and engagement into a tangible community of
brand advocates who propel a positive word of mouth for Arvind Kejriwal
and AAP
AAP ki e-sabha
Objective: To solve the problems of the people and
to show there is no problem in the party
Net Amount: 2 crore
Duration: Once in a month
Digital Promotions and Ads: 70 lakhs
Radio and Print Promotion: 90 Lakhs
Continuous monitoring & updates
Group engagement with thought leaders –
India Leadership Network
Entrepreneur India
Indian Economy
Sneak Peak into the life of AAP leaders
Pictures from there meetings, e-sabhas
Keep the page regularly updated
Post videos of
E-Sabhas
Rallies
Speeches
Press conferences
Google Hangout sessions
Fans testimonials
YOUtube
Form strategic stakeholder groups
Share strategic targeted messages
Engagement through mobile apps
For internal conflictsAAP ka Safar and AAP ki
Awaaz will have their own digital team with a sub leader
leading the campaign like Manish Sisodia
This will show Arvind’s delegation of
responsiblities and a democratic approach
towards the party
There will be interviews by AAP leaders who will create a positive PR by
talking about AAP’s new method of working
All these will be tweet and retweet by AAP
members on twitter and heavily promoted on
Full length interviews on leading newspaper websites and business
websites
Heavy promotions before the launch on radio and print
We would like to extend our thanks to:
Prof. Ramola Kumar
Mr. Saket Pathak
and the entire DSC family..
Acknowledgement