Rohan Jha's presentation on the Power Panel: Social Media and the Entertainment Business at the IndiaSocial Summit 2012

1. The ‘Content’ious Issue of
Social Media
An Entertainment Marketer’s Perspective

3. 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

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

7. WITH SO MUCH MEDIA, EVERY PIECE
OF CONTENT HOLDS VALUE –
BOTH PROMOTIONAL & COMMERCIAL.
AND ON SOCIAL MEDIA,
MORE CONTENT CAN BE
ACCOMODATED, LEADING TO HIGHER
VISIBILITY.

8. THE EVOLVING APPROACH TO ENTERTAINMENT MARKETING
MAINSTREAM
SEMI-POP/
NICHE

9. 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 CONTENT
HENCE THE PERCEPTION THAT ‘VIRAL’ IS THE CURE

10. 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

12. Gotye – Somebody I used to know
133 mn views and 6.5 mn FB shares in 8 months

14. TTFN TTUL