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Social Media analysis of the Royal Wedding: The India analysis

By Vinitha Ananth,

Founder, Vangal.com


More than 1,800,000mentions till date have been recorded worldwide from Nov 2010-when the British royal  wedding was announced, with nearly 1,400,000 lmentions coming from USA, UK, Australia and India. During the wedding, there were about 6 Lakh tweets worldwide and 600 tweets from India (recorded between 3PM and 6 PM IST)
Mentions from India for the past week have recorded about 50000 mentions on Facebook and Twitter alone showing a 700% increase in mentions in just 1 week.
Key numbers
• The total number of conversations in India in the month of March and April 2011 comprised of 10222 tweets, 992 blog posts, 6544 social media conversations and 9765 news articles
• In India, on 29th April, there were on an average 2 tweets per minute for the Royal Wedding recording a growth rate of 131% from last week’s tweets on Royal Wedding
• Top conversations on Twitter in India:
- Royal wedding, very boring
- On which channel can I watch the live streaming?
- Google’s doodle on Royal Wedding

Top discussions for the Royal Wedding from India: 34% of the online Indian community was watching the wedding with 21% interested in knowing which of the celebrities made it to the wedding. While 14% expressed that they could care less about the wedding, 11% said that they would rather watch the IPL.
Indian gifts and merchandise for the Royal wedding:
Ludhiana’s Centex exports were chosen from across the world to manufacture 4000 soft woolen stoles.
Centex employees were very excited to see their stoles as part of the Royal Wedding.
Reactions of the Indian online community for the above: 54% is positive with India’s heritage being showcased at the wedding and Indian export market looking up. 35% shows a negative sentiment towards Centex’s association with the Royal Wedding-people have not still gotten over with the British ruling India in the past.
Indian brands queuing up for ad spots on Royal Wedding telecast:  The majority of people in India are largely unaware that a volley of Indian brands from Tanishq, Ponds, MakeMyTrip to Lotus Herbal are sponsors for this high profile event. Indian brands feel that they sponsoring this event would help them effectively reach out to their NRI target segments and showcase their solutions

Shaadi.com –used the Royal Wedding theme to revamp their website and ran a survey on which do their members think is the best Indian celebrity to match Prince William. The survey showed that Katrina Kaif as the top voted celebrity with 75% votes followed by Priyanka Chopra and Sonakshi Sinha.
A range of international brands tailored their promotions using the Royal Wedding theme:
Kodak : “Prints Charming” poster ads
Easyjet: Top 20 Royal Wedding Look-a-likes announced, print ads
T-Mobile: Royal Wedding spoof video has got more than 65 Million views on YouTube!
PG Tips: Drink Tea while watching the Royal Wedding
While, T-Mobile’s Royal Wedding spoof viral campaign video got the highest positive sentiment (61% positive), Kodak’s “Prints charming” ad was negatively received (34% negative) with user comments being corny puns and that it stretched too far with the MiddleTons caption. PG Tips “No wedding without tea” and EasyJet’s reward campaign for Kate and William’s look-alikes was also positively received deeming it as innovative and popular campaigns.

Vangal Software Services is arguably the world's first actionable insights software company. They help marketers optimize their campaigns & customer engagement using Vangal technology to lower their cost of customer acquisition, optimize advertising spend, increase their prospect conversion and hyper-target and segment their customers. Over 300 companies in verticals as diverse as media, entertainment, consumer products, retail, finance and 32 other industries leverage their solutions to help segment, profile and catalog their customers. www.vangal.com  
For a presentation of this data see www.socialhues.com 

May 1 2011 




    


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