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The role of social media promotions and film
1. The Role Of Social Media Promotions
and Film based Gaming in Marketing
Kannada Films
By:
Sandesh M.C
Reg #: 112516005
2. Introduction
• The Kannada film industry, on an average
produces 120 to 150 films a year.
• Downfall in terms of revenues and market share
from almost a decade
• The overall market size of Kannada film Industry
is INR 250 Crores
• Average Budget of film 1-2 Cr , marketing budget
10%
3. Problem Statement and Objective
• There is a need for Cost effective Marketing
Tools. Online is one unexplored medium, its said
a Rupee can travel much longer in Online
medium than traditional
Objective:
• To Understand the role of Social Media
Promotion in Promoting Kannada films
• To Analyze the Consumer Acceptance of Film
based Gaming in marketing Kannada films
4. Research Design /Methodology
Research design:
• Exploratory research
• Descriptive research
Sampling
• 130 Digitally active Kannada audience selected
through Simple random method
Tools used:
Data collection: Online survey portal
(Freeonlinesurvey.com)
Statistical analysis: SPSS 17
5. Literature review
• Top three social networks—Facebook, twitter, and
LinkedIn
• Collectively received more than 2.5 billion visits
in the month
• Twitter grew by more than 600% in 2011, while
Facebook grew by 210% and LinkedIn by 85%
• YouTube is likely to serve more than 75 billion
video streams to around 375 million unique
visitors during 2011
6. Literature review
• Gaming a master engagement tool –Gabe
Zürichman
• Indian console gaming market growing at Rs 4.9
billion in 2011
• India games, utv games, zapak,..etc
• A Marketing and Revenue Tool
• Social gaming growing monster
7. Literature review
• Success History of Paranormal activity , Hunger
games, Ra-one, kony , 2012 , …etc
• Scenario in kannada film industry YouTube
release of Anna bond, Super, Jackie trailers got
50000 views in 1st week
• Gaming was 1st tried with ―Sidlingu‖
• What consumer and industry has to say about
it???????
8. Industry view
• B.Suresh: (producer, Director)
• Small industry cant spend much this
new alternative social media will be
boon,
• Kannada audience are not ready to
accept gaming:
• Nagashekar: (Actor, director)
• Producers have not learnt the need of
new age tools . Facebook wall v/s public
walls
• Gaming could be VAS
9. Industry view
• Guruprasad : (Director , producer)
• Producer could save a lot of money on
social marketing, its equal to measureable
word of mouth
• Gaming is separate vertical cinema may
loose Entertainment factor
• Prashanth raj: (Director, Producer)
• I used social marketing for my last two
films I was satisfied with ROI
• Gaming could be used as engagement tool
10. Primary Data Collection
• Participants: 130
• Specifics: Kannada film goers
• Location: Karnataka
• Survey tool: www.freeonlinesurvey.com
• Number of questions: 25 questions
• 10 question on social media, 10 on gaming
• 3 demographics , 2 filter questions
• Analysis tool: SPSS 17
11. Data analysis (4-5 slides)
• Reliability Analysis: Reliability Statistics
Cronbach's Alpha N of Items
.655 35
Figure : # connection people have on Social
Figure :Time spent on social network network
12. Data analysis
Figure : observe Film Promotion campaign on Social Figure: Promotion influence decision making
network
Figure: Played game till now Figure : If a Game is made on Your Favorite Star
13. Social marketing
Figure : Sharing activity v/s time spent on
social network Figure : Time spent v/s observe film
campaign
Figure : Film Community V/S Film Promotion Test Statistics
filmcamp
Chi-Square 8.981a
df 1
Asymp. Sig. .003
14. Social marketing
Figure : Decision to go V/s Film promotion Correlations Chi square
on profile
Campgofil
filmcamp m campgofilm
Filmcamp Pearson 1 .423** Chi-Square .037a
Correlation
Df 1
Campgofil Pearson .423** 1
m Correlation Asymp. Sig. .847
Binomial Test
Asymp. Sig. (2-
Category N Observed Prop. Test Prop. tailed)
campgofilm Group 1 no 55 .51 .50 .923a
Group 2 yes 53 .49
Total 108 1.00
15. Gaming For marketing
• Preferred game platform: Pc , Mobile , Play
station Respectively
• Chi-square analysis: Gameonstar
Kannada film
Observed N Expected N Residual
Observed N Expected N Residual
yes i will pay and download 28 36.0 -8.0
Yes 60 53.5 6.5
yes i will download 32 36.0 -4.0
No 47 53.5 -6.5
no 48 36.0 12.0
Total 107
Total 108
Kannada film gameonstar
Chi-Square 1.579a 6.222b
df 1 2
Asymp. Sig. .209 .045
16. Findings
• Average time spent over social network of the
kannada audience 2-4hrs/Day ,
• Connection in each profile is 200+. almost all the
participants had more than 200 friends on their
friends list
• Sharing and connecting is most popular activity
by most of the audience
• On an average kannada audience are members of
at least 10 film community.
17. Findings
• Film Campaign over social network has a
influence on person’s decisions on film going.
• Connections ,film campaign and film community
are directly proportional
• Film gaming is still unexplored area in Kannada
film industry. People are still unaware of the film
gaming
• People are ready to accept film gaming , but as a
revenue it is not a viable option
18. Conclusion
Social media
• By general and statistical analysis on the
trends of Kannada audience towards social
campaigns we have found out that it is very
viable to invest a reasonable amount of money
on the social media marketing
19. Conclusion
Gaming
• Gaming as a revenue stream is not viable , people
are still uncertain on the value they get but are
ready to download and play. Industry can use this
mode for marketing but when comes to money
making is not a bright idea .