the 'content'ious issue of social media- rohan jha, sony music at the indiasocial summit...
DESCRIPTION
Rohan Jha's presentation on the Power Panel: Social Media and the Entertainment Business at the IndiaSocial Summit 2012TRANSCRIPT
The ‘Content’ious Issue ofSocial Media
An 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
CONSUMER
CONSUMER
CHANNEL
CHANNEL
COMMUNICATION
COMMUNICATION
PROJECTMAINSTREAM
SEMI-POP/NICHE
TRADITIONALMEDIA
NEW/DIGITAL/SOCIALMEDIA
20%
80%
CHALLENGE --BREAKTHROUGH-COST
ADVANTAGE- -COST-SHELF-SPACE
CURRENT APPROACH TO ENTERTAINMENT MARKETING
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.
CONSUMER/OPINION LEADERS
CONSUMER
COMMUNICATION
COMMUNICATION
SOCIAL MEDIA
TRADITIONAL
MEDIACONTENT
CONTENT
MAINSTREAM
SEMI-POP/NICHE
HIGH ROI
PROJECT
THE EVOLVING APPROACH TO ENTERTAINMENT MARKETING
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
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 know 133 mn views and 6.5 mn FB shares in 8 months
Somebody I used to know – Cover by Walk Off The Earth 80 mn views and 4 mn FB shares in 2 months
TTFN TTUL