Report on the number of social media conversations of the "Satyamev Jayate" Show

1. Social Media
Management
Infrastructure
A social media report on
Satyamev Jayate
Period of Study: May 1 to May 9
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www.simplify360.com

2. Social Media
Management
Infrastructure
SOCIAL MEDIA SNAPSHOT OF SATYAMEV JAYATE
Facebook Buzz!
• Likes: 660,643*!
• People talking about: 382,319*!
• Facebook public posts: 1712**!
Twitter Buzz!
• Followers: 15135*!
• Following: 60*!
• Total tweets and retweets: 35306**!
• Among top 5 in Twitter Trends India!
YouTube Buzz!
• Total views: 353,255*!
• Ratings: 5221*, Likes: 5142*, Dislikes: 79*!
• Comments: 1,374* Favorites: 538*!
Google Trends!
• "Satyamev Jayate" became the most searched word in
India on 6th May!
• Google Trend analysis shows a steep spike during the
11AM-12 PM broadcast on 6th May!
*9th May, 2:30
**Between 4th and 9th May
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3. Social Media
Management
Infrastructure
BUZZ TREND
The buzz about “Satyamev Jayate” peaked between 12:15 PM and 1:30 PM,
just after the airing of the first episode on television. It continued for the entire
launch day on 6th May and then continued to decline for the following days till
9th May.
Exhibit 1: Buzz trend over the period of observation
20000!
18000!
16000!
14000!
12000!
10000!
Overall!
8000!
Positive!
6000! Negative!
4000!
2000!
0!
Source: Simplify360
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4. Social Media
Management
Infrastructure
AUDIENCE SENTIMENT ANALYSIS
The overall opinion on “Satyamev Jayate” is positive, with just 5% talking
negatively about it.
Exhibit 2: Sentiment Analysis of Audience
Neutral!
24%!
Positive!
Negative! 71%!
5%!
Source: Simplify360
AUDIENCE INTELLIGENCE
Gender Demographics
Majority of people talking about “Satyamev Jayate” are male. In spite of the fact
that the pilot episode spoke about females and foeticide, men were conversing
more about “Satyamev Jayate" than females.
Exhibit 3: Gender Demographics
Source: Simplify360
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5. Social Media
Management
Infrastructure
Age Demographics
People in the age group of 18-35 years generate maximum of the buzz. This
generation is certainly more concerned about key issues the country is facing.
Exhibit 4: Age distribution of Social Media Audience
45+!
36-45!
26-35!
18-25!
13-17!
0! 10! 20! 30! 40! 50!
in precentage!
Source: Simplify360
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6. Social Media
Management
Infrastructure
GEOGRAPHICAL DEMOGRAPHICS
The maximum buzz came from the state of Maharashtra followed by Karnataka
and NCT. More than 50% of the buzz was created by these states.
Exhibit 5: Distribution of locations among Social Media Audience
35!
in
precentage
30!
25!
20!
15!
10!
5!
0!
Source: Simplify360
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7. Social Media
Management
Infrastructure
WHAT ARE PEOPLE TALKING ABOUT?
Common Topics of Discussion
1. After the pilot episode, viewers have initiated conversations related to
the theme of the episode “female infanticide”. This shows that Satyamev
Jayate is evoking people to discuss socially sensitive issues.
2. Satyamev Jayate is being compared with The Oprah Winfrey Show. The
audience is pondering over whether Satyamev Jayate is just another copy
of a famous western TV show or does Aamir have something interesting.
3. Satyamev Jayate is being abbreviated to SMJ expressing the shows
popularity.
4. People are also discussing the change it can bring in the society.
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8. Social Media
Management
Infrastructure
MEASURING THE SOCIAL IMPACT
Themed on “Female Infanticide” the pilot episode of Satyamev Jayate aired
on May 6th calls for a change in the society and to root out social evils existing
across the social strata. The impact of the call for social change is measured in
the Social Media Space.
Total amount of conversations tracked: 13,632
Exhibit 6: Conversation Trend on Infanticide and Foeticide
3000!
2500!
2000!
Direct!
1500!
Indirect!
Overall!
1000!
500!
0!
May-01! May-02! May-03! May-04! May-05! May-06! May-07! May-08! May-09!
Source: Simplify360
Conversations tracked: "Foeticide", "Infanticide", "Female Child"
 Direct – Those conversations mentioning “Satyamev Jayate” directly while
conversing.
 Indirect - Those conversations indirectly referring to “Satyamev Jayate”
 Overall – The overall conversation.
The overall impact of Satyamev Jayate can be seen with the rise in volume of
conversations around Female Infanticide and the atrocities towards married
women bearing a female foetus.
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9. Social Media
Management
Infrastructure
DOES THE KHAN-KA-KHANDAN MAGNET WORK?
In this section we try to answer the question “Does a celebrity magnet work?” If
it works, to what extend it is working and if not why is it not working.
Joy @JoyDas in his tweet says, “If u Check SMJ Hash tag, you will find 95%
talking about Aamir Khan - 5% about Female Foeticide! And that puts our
Priorities in Perspective”. His claim is not backed by a strong research data, but
his guesstimate might be true to some extent.
As shown in Exhibit 7 the impact of a Celebrity as the face of the show is felt
to a large extent. The contribution of Aamir Khan on the day of the launch, May
6 th is more than 80%. It is clear that using a celebrity as the face of the show is
definitely influential in the Indian society. But to what extent? We will find out in
the next section.
Exhibit 7: Social Media trend | Impact of Aamir Khan
12000!
10000!
8000!
6000! Without Amir Khan!
With Amir Khan!
4000! Overall!
2000!
0!
1! 2! 3! 4! 5! 6! 7! 8! 9!
Dates in the month of May!
Source: Simplify360
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10. Social Media
Management
Infrastructure
Exhibit 8: Contribution of Aamir Khan on the overall performance in Social Media
Without
Amir
Khan!
40%!
With
Amir
Khan!
60%!
Source: Simplify360
Once the Celebrity gives an initial push, the next step depends on the quality of
the content being delivered. It can be observed from Exhibit 8 that the buzz
created by a celebrity is a fad and dies down within a day. But even after
excluding the entire buzz relating to “Aamir Khan” around the show, it is clear
that a high quantity of buzz persists. This buzz around the show while excluding
the celebrity face continues to increase.
Exhibit 9: Performance of Buzz after the launch of the show “Satyamev Jayeta”
10000!
9000! 8840!
8000!
7000!
6000!
5000! Without Amir Khan!
3317!
4000! 64!
2329! With Amir Khan!
3000! 2382!
2000! 2210!
23! 1208!
1000! 2719! 946!
0!
5! 6! 7! 8! 9!
Dates in the month of May!
Source: Simplify360
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