royal wedding apr 2011

Download Royal wedding apr 2011

Post on 18-May-2015




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Since there is lots of excitement around the Royal Wedding, here's a quick analysis that we did on the social media space with special emphasis on what the Indian online community has to say about the Royal Wedding.


  • 1. This document is proprietary and confidential. Reproduction prohibited.Royal Wedding- Social Media Analysis

2. This document is proprietary and confidential. Reproduction prohibited. Social media buzz for The Royal Wedding 1200000 1000000800000600000Global Reach400000200000 0 0 200000400000 600000 8000001000000Number of mentions INDIA AUSTRALIA UKUSAMore than 18 lakh mentions till date have been recorded worldwide from Nov 2010- whenthe wedding was announced till date with nearly 14 lakh mentions coming from USA, UK,Australia and IndiaDuring 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 Facebookand Twitter alone showing a 700% increase in mentions in just 1 week!! 3. This document is proprietary and confidential. Reproduction prohibited. Spread of mentions for The Royal Wedding in India TwitterBlogs Social MediaNews 30000 250009765 20000 150006544 4333 998 10000 321165421335000 1233231 10222 6433 43220Nov 10 - Dec 10Jan 11 - Feb 11Mar 11 - Apr 11Key takeaways:In India, on 29th April, there are on an average 2 tweets per minute for the Royal Weddingrecording a growth rate of 131% from last weeks tweets on Royal WeddingThe increasing percentage of news mentions indicates a very high media interest in the eventTop conversations on Twitter in India: Royal wedding, very boring On which channel can I watch the live streaming? Googles doodle on Royal Wedding 4. This document is proprietary and confidential. Reproduction prohibited. Discussions in India for The Royal Wedding7% 11% 34%13% 14%21%I am watching the wedding, Who else is?Which of the celebrities are attending?I could care less about The Royal Wedding, I got work to doWhat is the itenerary?Id rather watch IPLWhat is so special about Royal wedding when people here are suffering for a days meal 5. This document is proprietary and confidential. Reproduction prohibited.Positive sentiment for Indias gifts and merchandise for the Royal Wedding# of relevant mentions = 113Ludhianas Centex exports was chosenfrom across the world to manufacture4000 soft woolen stolesCentex employees are very excited tosee their stoles as part of the Royal 11%Wedding. Positive Reactions: Negative54% is positive with Indias 35% 54% heritage being showcased at the Neutral wedding and Indian export market looking up35% shows a negative sentimenttowards Centexs association withthe Royal Wedding- people havenot still gotten over with the Britishruling India in the past 6. This document is proprietary and confidential. Reproduction prohibited. Majority of people in India are largely unawarethat a volley of Indian brands from Tanishq,Ponds, MakeMyTrip to Lotus Herbal aresponsors for this high profile eventIndian brands feel that they sponsoring thisevent would help them effectively reach out totheir NRI target segments and showcase 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 with 75% votes followed by Priyanka Chopra and Sonakshi Sinha. 7. This document is proprietary and confidential. Reproduction prohibited.Viral campaigns of global brands using the Royal Wedding theme forpromotions Overall discussions Kodak : Prints Charming poster ads2%12%Easyjet: Top 20 Royal Wedding Look-a-likes announced, print ads22%T-Mobile: Royal Wedding spoof video has got more than 65 Million views on YouTube! 64% PG Tips: Drink Tea while watching the Royal Wedding T-Mobile EasyjetKodakPG Tips 8. This document is proprietary and confidential. Reproduction prohibited.Sentiment tone100% 80% 414951 61 60% 40% 341721 12 20% 34 2528270% KodakEasyjet PG TipsT-Mobile Neutral Negative PositiveKodak -Prints Charming- corny puns, Stretching too far with the MiddleTons captionEasyJet- rewards a year of free flights to Kate and Williams look alike couples- veryinnovative and popular campaignPG Tips- Love the poster ad, no wedding without teaT- Mobile- Royal wedding dance Video- Brilliant viral campaign, although I wish thecontent was original