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Introduction

Social Media Analysis

Methodology

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Introduction• On the day of the much-anticipated Union Budget for 2015-16, social media was abuzz with

conversations.

• Germin8 conducted a Social Media Analysis of the whole event

• 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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Mentions for Budget 2015

Total Mentions – 4,82,602

1708

1433

4849

7455

37811

176726

31643

220977

0 50000 100000 150000 200000 250000

21-Feb-15

22-Feb-15

23-Feb-15

24-Feb-15

25-Feb-15

26-Feb-15

27-Feb-15

28-Feb-15

Mentions

#RailBudget

• The conversations surrounding the budget slowly gained momentum throughout the week• The spike on 26th February represents buzz around the Railway Budget• As expected, the conversations peaked on the Budget Day – 28th February

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Gender Distribution & Top sources for Budget 2015

70%

30%

Gender Distribution

Male Female

Top Sources

93.3%

3.3%

2.6%

0.8%

• It was observed that men were the major contributors to social media conversations• Twitter remained the top medium for conversations followed by Facebook and News sources

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56675

20040

0

10000

20000

30000

40000

50000

60000

Male Female

Unique Authors

Male Female

Top Hashtags trending during the day (28th February)

#Budget2015 #SuperBudget#MakeInIndia #ModiKaBudget#UnionBudget

• Around 56,675 Unique male authors & 20,040 unique female authors were discussing the Budget on social media

• The hashtag #Budget2015 was the most popular hashtag used on social media followed by #SuperBudget, #MakeInIndia, #ModiKaBudget and #UnionBudget

Unique Authors for Budget 2015

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Mentions Across The Budget Day (28th Feb)

497 696

9679

3880539736

26489

16286

11128

6017

0

5000

10000

15000

20000

25000

30000

35000

40000

45000

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

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 for Budget 2015

70%

30%

Positive Negative

Sentiments

• The Union Budget has been lauded by Industry Experts as well as the Common Man• Positives: Policy Initiatives for economic growth, fiscal deficit, sanitation, Smart cities, Indirect Taxes, PSU

Banks, IIT’s & IIM’s• The main reasons for criticism were lack of new reforms, no disinvestment measures, no word on the subsidy

bill, to name a few

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Brains behind the Budget

Narendra Modi Arun Jaitley

Negative Positive

25%

77%

75%

23%

• Arun Jaitley managed to drive positive conversations with social media users from all over India terming his budget balanced, realistic & futuristic

• Narendra Modi had a fair share of mentions and was appreciated on social for the efforts undertaken by his government

60878 21469

Mentions for Ministers

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Income Tax ,Energy and Development are the Top Themes around Budget 2015

• Income Tax was the most widely discussed theme around the budget on Social Media. • Announcements made in Energy, Development and Make in India were the other major themes of

discussion

3456632082

29025

19212

12940 12810

8063 8050 78084576

0

5000

10000

15000

20000

25000

30000

35000

40000

Top Themes

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Income Tax (1/2)

68.20%

31.80%

Sentiments Around Income Tax

Positive

• Doubling of travelling allowance, increased contribution to post-retirement planning, unchanged securities transaction tax (STT) and unchanged dividend distribution tax has been met with a positive reaction

• The basic exemption limit remaining the same at Rs 2.5 Lakh & a hike in service tax rate to 14% drew the ire of the public

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12

71.10%

28.90%

Gender Distribution

Male Female

• The chief topics of discussion within IT reforms were increase in the service taxfrom 12% to 14% impacting day-to-day services

• Discussion around IT reforms saw more male participation as compared to othertopics

Buzz Words

Income Tax (2/2)

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13

Energy (1/2)

71%

29%

Sentiments Around Energy

Positive Negative

• Energy related measures particularly related to renewable & green energy initiatives were appreciated by social media

• The budget received a lot of flak for not paying attention to natural sources of energy, not introducing further initiatives such as coal blocks auctions and making other investments in this sector11

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Energy (2/2)

72%

28%

Gender Distribution

Male Female

Buzz Words

12

• Within discussions about energy, main topics were aboutelectric car production and green initiatives such asinstallation of solar panels across industries

• The Government’s move to boost renewable energy &alternate sources of energy were commended

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Development (1/2)

73.00%

27.00%

Sentiments Around Development

Positive Negative

• It was appreciated that the budget aims to ramp up growth and has laid a clear roadmap for the development to be achieved in the next 5 years

• However, the government received criticism for spending cuts on woman and child development• Also neglecting development in certain sectors such as public health received flak

13

16

71.30%

28.70%

Gender Distribution

Male Female

Buzz Words

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Development (2/2)

• Within discussions about Development, buzzwords revolved aroundinnovation & economic growth.

• A large focus was on the various initiatives by the Government suchas Smart Cities, Digitization, Job creation & sustainability

• Overall, the Budget was appreciated for laying a clear road-maptowards sustainable growth

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Funny Tweets for Budget 2015As 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

• Conversations around the 2015 Union Budget were tracked using Germin8’sproprietary Social Listening tool

• A unique topic structure which covered all major aspects of the Union Budget wascreated

• Conversations were then analysed by the tool to determine the topics andassociated sentiments around them

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

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