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.

1. Effectiveness of Social Media as a
Film Marketing Tool in India

2. This is not yet another MBA
Project .....

3. Research study done by
Ramesh Kumar V
www.rameshkumarv.com
MBA - Media & Entertainment,
Manipal University &
Whistlingwoods International Ltd.,
Mumbai

4. An Ex-Employee of a
Fortune 500 company
who is a pioneer in
Social Media
Marketing & Metrics

5. My Association with
Social Media

6. Agenda
• Triggers
• Research Objectives
• A Brief on Social Media
• Methodology
• Data Considerations
• Data Analysis
• Key Findings

7. Triggers

8. 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

9. Triggers
• Traditional Marketing to
Collaborative Marketing
• Co-Creation &
Communitization
• Product to Customer t0
Relationship

10. Triggers

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. 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. A Brief on Social Media

14. Research Methodology

15. ToneTracker Algorithm

16. Data Considerations
• Keywords
• Posts
• Comments
• Response
• Likes

17. Data Considerations

18. Data Analysis

19. Data Analysis

20. Data Analysis

21. Data Analysis

22. Data Analysis

23. Data Analysis

24. Key Findings – Audience
Research
• Trust User Reviews

25. Key Findings – Audience
Research
• Discuss about movie

26. Key Findings – Audience
Research
• Suggest Movie to Friends

27. Key Findings – Audience
Research
• Post Reviews about movie

28. Key Findings – Audience
Research
• Participate in polls

29. Key Findings – Audience
Research
• Go & Watch movie based on reviews

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. 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. 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. 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. Conclusion
How is it Effective ?
• No Spill Out
• Reaches the Required audience
• Less Cost
• Creates Required Buzz & hence
Returns, if Strategized & Executed
properly

35. Conclusion
“.. 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

36. Q&A