effectiveness of social media as a film marketing tool
DESCRIPTION
This presentation is made from my Research Study on Effectiveness of Social media as a Film Marketing tool especially for Indian Films. Data considered are taken from Facebook, Twitter and Orkut. This project has been submitted for the award of MBA in Media and Entertainment from Manipal University and Whistlingwoods International Limited, Mumbai.TRANSCRIPT
Effectiveness of Social Media as a
Film Marketing Tool in India
Research study done by
Ramesh Kumar V
www.rameshkumarv.com
MBA - Media & Entertainment,
Manipal University &
Whistlingwoods International Ltd.,
Mumbai
An Ex-Employee of a
Fortune 500 company
who is a pioneer in
Social Media
Marketing & Metrics
My Association with
Social Media
Agenda
• Triggers
• Research Objectives
• A Brief on Social Media
• Methodology
• Data Considerations
• Data Analysis
• Key Findings
Triggers
Triggers
“….social networks, or rather those features we currently assign to
the idea of “social networks,” will be like toilets…”
- Chris Brogan
Social Media 101
• Traditional Marketing to
Collaborative Marketing
• Co-Creation &
Communitization
• Product to Customer t0
Relationship
Triggers
Triggers
Research Objective
• To understand the effectiveness
of Social Media as a Film
Marketing Tool
• The Buzz that can be created for
different movies
A Brief on Social Media
• Social media is a term used to
describe the type of media that is
based on conversation and
interaction between people
online. – Wikipedia
A Brief on Social Media
Research Methodology
ToneTracker Algorithm
Data Considerations
• Keywords
• Posts
• Comments
• Response
• Likes
Data Considerations
Data Analysis
Data Analysis
Data Analysis
Data Analysis
Data Analysis
Data Analysis
Key Findings – Audience
Research
• Trust User Reviews
Key Findings – Audience
Research
• Discuss about movie
Key Findings – Audience
Research
• Suggest Movie to Friends
Key Findings – Audience
Research
• Post Reviews about movie
Key Findings – Audience
Research
• Participate in polls
Key Findings – Audience
Research
• Go & Watch movie based on reviews
Key Findings
• People love to talk about their favorite
movies
• Willing to get engaged provided if they
get good information/ updates about
the movie (content)
• Intrigue & Expectations
• Controversies leads to conversations
Key Findings
• People talk lot about movies which they
like or which they expect to see (star
cast / crew / production house)
• Number of Conversations increases
closer to movie release date
• Right posts in the right forums at the
right time period Right buzz
Key Findings
• Controversies leads to conversations
and conversations influences
audiences decision to watch the movie
• Social Media Conversations are not the
only influential factor.
Conclusion
• Social Media is effective as it is majorly
User Driven unlike traditional marketing
• People believe trust their friends, peers
& colleagues words more than ads.
Conclusion
How is it Effective ?
• No Spill Out
• Reaches the Required audience
• Less Cost
• Creates Required Buzz & hence
Returns, if Strategized & Executed
properly
“.. Social media is like teen sex. Everyone wants to do it. Nobody
knows how. When it is finally done, there is surprise it’s not better
…” - - Avinash Kaushik
Web Analytics Evangelist, Google
Conclusion
Q & A