the 'content'ious issue of social media- rohan jha, sony music at the indiasocial summit...

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