The 'Content'ious Issue of Social Media- Rohan Jha, Sony Music at the IndiaSocial Summit 2012

The ‘Content’ious Issue of Social MediaAn Entertainment Marketer’s Perspective

2011 Top 15 on• Teri Meri - Bodyguard• Dhinka Chika - Ready• Phir Mohabbat – Murder 2• Tanu Weds Manu - Sadi Gali• Char Baj Gaye (Party Abhi Baaki Hai)• Character Dheela• Chamak Challo• Dhunki - Song - Mere Brother Ki Dulhan• Haal E Dil-Murder 2• Delhi Belly - Bhaag DK Bose• Why This Kolaveri Di• Mit Jaaye Gham• Switty Tera Pyaar

CURRENT APPROACH TO ENTERTAINMENT MARKETING TRADITIONAL MEDIA CHALLENGE - -BREAKTHROUGH -COSTMAINSTREAMSEMI-POP/NICHE NEW/DIGITAL/ SOCIAL MEDIA ADVANTAGE- -COST -SHELF-SPACE

WITH SO MUCH MEDIA, EVERY PIECEOF CONTENT HOLDS VALUE –BOTH PROMOTIONAL & COMMERCIAL.AND ON SOCIAL MEDIA,MORE CONTENT CAN BEACCOMODATED, LEADING TO HIGHERVISIBILITY.

THE EVOLVING APPROACH TO ENTERTAINMENT MARKETINGMAINSTREAMSEMI-POP/NICHE

ENTERTAINMENT & SOCIAL MEDIA: THE HONEYMOON• LIKES/SHARES/SUBSCRIBE - VOLUNTARY AND INTERACTIVE• INVOLVEMENT, LOYALTY & OWNERSHIP EXPRESSED IS  UNPARALLELED• PROJECT HEALTH BAROMETER – DIRECT CORELATION BETWEEN SOCIAL MEDIA BUZZ AND MUSIC SALES• THE ONLY MEDIA FOR 360 PROMOTIONAL INTEGRATION• BUT… • TOO MANY OPINION LEADERS• AND TOO MUCH CONTENTHENCE THE PERCEPTION THAT ‘VIRAL’ IS THE CURE

Sir..mera gaana bhi Kolaveri bana do na!• Unintended – having fun or being honest!• Virality is relative…have your own benchmark for viral• Fun, emotions, empathy, creative/innovative, quirky, shocking….• Common streak - UNEXPECTED & ORIGINAL• Have system in place to carry the viral content to mainstream

Gotye – Somebody I used to know133 mn views and 6.5 mn FB shares in 8 months

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The 'Content'ious Issue of Social Media- Rohan Jha, Sony Music at the IndiaSocial Summit 2012

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The ’Content’ious Issue of Social Media- Rohan Jha, Sony Music at the IndiaSocial Summit 2012 Presentation Transcript