Effectiveness of Social Media as a Film Marketing Tool

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This presentation is made from my Research Study on Effectiveness of Social media as a Film Marketing tool especially for Indian Films. Data considered are taken from Facebook, Twitter and Orkut.
This project has been submitted for the award of MBA in Media and Entertainment from Manipal University and Whistlingwoods International Limited, Mumbai.

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Effectiveness of Social Media as a Film Marketing Tool

  1. 1. Effectiveness of Social Media as a Film Marketing Tool in India!
  2. 2. This is not yet another MBA Project .....!
  3. 3. Research study done by! Ramesh Kumar V! www.rameshkumarv.in! MBA - Media & Entertainment,! Manipal University & ! Whistlingwoods International Ltd.,! Mumbai!
  4. 4. An Ex-Employee of a Fortune 500 company who is a pioneer in ! Social Media Marketing & Metrics!
  5. 5. My Association with ! Social Media !
  6. 6. Agenda! •  Triggers! •  Research Objectives! •  A Brief on Social Media! •  Methodology! •  Data Considerations! •  Data Analysis! •  Key Findings!
  7. 7. Triggers!
  8. 8. Triggers!
  9. 9. Triggers! •  Traditional Marketing to Collaborative Marketing! •  Co-Creation & Communitization! •  Product to Customer t0 Relationship!
  10. 10. Triggers!
  11. 11. Research Objective! •  To understand the effectiveness of Social Media as a Film Marketing Tool! •  The Buzz that can be created for different movies!
  12. 12. 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!
  13. 13. A Brief on Social Media!
  14. 14. Research Methodology!
  15. 15. ToneTracker Algorithm!
  16. 16. Data Considerations! •  Keywords! •  Posts! •  Comments! •  Response! •  Likes!
  17. 17. Data Considerations!
  18. 18. Data Analysis!
  19. 19. Data Analysis!
  20. 20. Data Analysis!
  21. 21. Data Analysis!
  22. 22. Data Analysis!
  23. 23. Data Analysis!
  24. 24. Key Findings – Audience Research! •  Trust User Reviews!
  25. 25. Key Findings – Audience Research! •  Discuss about movie!
  26. 26. Key Findings – Audience Research! •  Suggest Movie to Friends!
  27. 27. Key Findings – Audience Research! •  Post Reviews about movie!
  28. 28. Key Findings – Audience Research! •  Participate in polls!
  29. 29. Key Findings – Audience Research! •  Go & Watch movie based on reviews!
  30. 30. 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!
  31. 31. 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!
  32. 32. Key Findings! •  Controversies leads to conversations and conversations influences audiences decision to watch the movie! •  Social Media Conversations are not the only influential factor. !
  33. 33. 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. !
  34. 34. Conclusion! How is it Effective ?! •  No Spill Out ! •  Reaches the Required audience! •  Less Cost! •  Creates Required Buzz & hence Returns, if Strategized & Executed properly!
  35. 35. Conclusion!
  36. 36. Q & A!

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