Effectiveness of Social Media as a Film Marketing Tool
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Effectiveness of Social Media as a
Film Marketing Tool in India
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Research study done by
Ramesh Kumar V
www.rameshkumarv.com
MBA - Media & Entertainment,
Manipal University &
Whistlingwoods International Ltd.,
Mumbai
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An Ex-Employee of a
Fortune 500 company
who is a pioneer in
Social Media
Marketing & Metrics
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My Association with
Social Media
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Agenda
• Triggers
• Research Objectives
• A Brief on Social Media
• Methodology
• Data Considerations
• Data Analysis
• Key Findings
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Triggers
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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
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• Traditional Marketing to
Collaborative Marketing
• Co-Creation &
Communitization
• Product to Customer t0
Relationship
Triggers
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Triggers
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Research Objective
• To understand the effectiveness
of Social Media as a Film
Marketing Tool
• The Buzz that can be created for
different movies
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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
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A Brief on Social Media
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Research Methodology
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ToneTracker Algorithm
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Data Considerations
• Keywords
• Posts
• Comments
• Response
• Likes
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Data Considerations
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Data Analysis
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Data Analysis
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Data Analysis
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Data Analysis
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Data Analysis
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Data Analysis
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Key Findings – Audience
Research
• Trust User Reviews
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Key Findings – Audience
Research
• Discuss about movie
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Key Findings – Audience
Research
• Suggest Movie to Friends
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Key Findings – Audience
Research
• Post Reviews about movie
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Key Findings – Audience
Research
• Participate in polls
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Key Findings – Audience
Research
• Go & Watch movie based on reviews
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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
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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
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Key Findings
• Controversies leads to conversations
and conversations influences
audiences decision to watch the movie
• Social Media Conversations are not the
only influential factor.
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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.
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Conclusion
How is it Effective ?
• No Spill Out
• Reaches the Required audience
• Less Cost
• Creates Required Buzz & hence
Returns, if Strategized & Executed
properly
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“.. 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
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Q & A