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•...
CURRENT APPROACH TO ENTERTAINMENT MARKETING                                            TRADITIONAL                        ...
WITH SO MUCH MEDIA, EVERY PIECEOF CONTENT HOLDS VALUE –BOTH PROMOTIONAL & COMMERCIAL.AND ON SOCIAL MEDIA,MORE CONTENT CAN ...
THE EVOLVING APPROACH TO ENTERTAINMENT MARKETINGMAINSTREAMSEMI-POP/NICHE
ENTERTAINMENT & SOCIAL MEDIA:         THE HONEYMOON• LIKES/SHARES/SUBSCRIBE - VOLUNTARY AND INTERACTIVE• INVOLVEMENT, LOYA...
Sir..mera gaana bhi Kolaveri bana do na!• Unintended – having fun or being honest!• Virality is relative…have your own ben...
Gotye – Somebody I used to know133 mn views and 6.5 mn FB shares in 8 months
TTFN TTUL
The  'Content'ious Issue of Social Media- Rohan Jha, Sony Music at the IndiaSocial Summit 2012
The  'Content'ious Issue of Social Media- Rohan Jha, Sony Music at the IndiaSocial Summit 2012
The  'Content'ious Issue of Social Media- Rohan Jha, Sony Music at the IndiaSocial Summit 2012
The  'Content'ious Issue of Social Media- Rohan Jha, Sony Music at the IndiaSocial Summit 2012
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

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Rohan Jha's presentation on the Power Panel: Social Media and the Entertainment Business 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

  1. 1. The ‘Content’ious Issue of Social MediaAn Entertainment Marketer’s Perspective
  2. 2. 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
  3. 3. CURRENT APPROACH TO ENTERTAINMENT MARKETING TRADITIONAL MEDIA CHALLENGE - -BREAKTHROUGH -COSTMAINSTREAMSEMI-POP/NICHE NEW/DIGITAL/ SOCIAL MEDIA ADVANTAGE- -COST -SHELF-SPACE
  4. 4. WITH SO MUCH MEDIA, EVERY PIECEOF CONTENT HOLDS VALUE –BOTH PROMOTIONAL & COMMERCIAL.AND ON SOCIAL MEDIA,MORE CONTENT CAN BEACCOMODATED, LEADING TO HIGHERVISIBILITY.
  5. 5. THE EVOLVING APPROACH TO ENTERTAINMENT MARKETINGMAINSTREAMSEMI-POP/NICHE
  6. 6. 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
  7. 7. 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
  8. 8. Gotye – Somebody I used to know133 mn views and 6.5 mn FB shares in 8 months
  9. 9. TTFN TTUL

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