The demonetization of the INR 500 and INR 1,000 currency notes at 8pm on the eve of the US election 2016 results by the PM of India Mr. Narendra Modi was a surprise announcement that triggered a significant upward kink in social media chatter.
Maxus Kaleidoscope mapped the mood state of India basis the location based twitter and Instagram conversations in India between the 8th to the 24th of Nov 2016 by when we would get a clear picture of the how the initial euphoria of the demonetization panned out over time.
Location based Tweets and Instagram Posts oscillated largely between Action oriented and Calm Moods in the fortnight since the demonetization from an All India basis. Calm moods were dominant in the North Eastern states of Mizoram and Meghalaya as depicted in the map below.
Nearly 5 Lakh conversations on Twitter & Instagram made up the top 10 trending topics. Demonetization accounted for 6 of the top 10 trending topics since the announcement of which Mr. Narendra Modi garnered half of the trending topics. #IamwithModi and #Modi were the topics that made up for 19% of the conversations within the top 10 trends. Cricket shared a bit of the spotlight from demonetization thanks to the ongoing England-India test series.
A total of 23 brands of were linked to the top 10 trending topics during the past fortnight. These brands factored in slightly over 30% of the total conversations of which PayTM (avg. 53% association) and SBI (avg. 16% association) carved out the larger part of the Brand Share of Conversation.
Samsung and Amazon also managed to gain a significant share of overall conversations however Samsung conversations were largely based on humorous conversations around the Samsung Galaxy Note and demonetization of currency notes.
The top 5 metros reflected similar patterns of Moods where Action dominated the moods however there were some days especially like the 17th of Nov in Delhi when the expression of Calm gave way to Action. Additionally Tamil Nadu showed a blip towards Anxiety on the 18, 19th and 21st of Nov 2016 when subsequent announcements of the demonetization easing by the government and news of the CM Ms. Jayalalithaa seemed to have driven up the specific mood.
Overall across the top cities in India there is a sense of patient restraint as the demonetization moves on into the 3rd week and nears the critical end of the month period when cash flows really come into play.
Kaleidoscope is Maxus India’s mood tracking tool that uses real time location based Twitter and Instagram conversation post data.
Maxus Kaleidoscope uses mood mapping is inspired by Dr. Liz Miller’s Mood Mapping book that maps a person’s mood into 4 distinct mood states basis the level of energy and feeling of well-being experienced by a person at a point in time.
The 4 moods are as follows:
Calm – Low Energy + High Feeling of Well-being
Action – High Energy + High Feeling of Well-being
Depressed – Low Energy + Low Feeling of Well-being
Anxiety – High Energy + Low Feeling of Well-being