Effectiveness of Social Media as a

Film Marketing Tool in India

This is not yet another MBA

Project .....

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