Chapter
2


Review
of
Literature


Many
 product
 manufacturers
 have
 done
 research
 on
 Social
 Media
 Marketing


including
Dell,
Accenture,
Apple
etc.
Few
of
them
have
succeeded
in
exploiting
the


medium
to
the
fullest.



A
 handful
 of
 film
 research
 studies
 abroad
 have
 proven
 that,
 Social
 Media


marketing
is
effective
and
efficient
in
reaching
the
desired
Target
Audience.

One


example
 is
 mentioned
 below
 –
 a
 research
 study
 conducted
 by
 researchers
 at


Hewlett‐Packard
 labs.
 The
 rate
 of
 chatter
 on
 Twitter
 can
 be
 used
 to
 accurately


predict
how
well
a
movie
will
perform
at
the
box
office.
The
researchers
examined


2.89
 million
 tweets
 from
 1.2
 million
 users
 that
 related
 to
 24
 different
 movies


released
over
a
three‐month
period
from
November
2009
to
February
2010.
The


main
objective
of
the
research
is
to
know
if
the
tweet
rate
or
the
number
of
tweets


per
hour
could
be
used
to
estimate
the
opening
weekend
box
office
take
for
movies


before
they
opened.


Fig.
2.1
–
Newspaper
Article
about
research
on
twitter



 20

There
is
a
strong
correlation
between
the
amount
of
attention
a
given
topic
has
[in


this
case
a
forthcoming
movie]
and
its
ranking
in
the
future,
the
researchers
wrote


in
their
paper,
‘Predicting
the
Future
With
Social
Media’.


Here
are
the
results
of
another
research
done
by
Marketing
Sherpa
and
Omniture


in
2009.
Since
film
is
also
a
product
by
nature,
the
research
was
considered.



Fig.
2.2
–
Results
from
Previous
Research
work


Below
are
the
few
points
to
be
considered
from
the
research
report.


• 8
out
of
10
companies
of
all
sizes
are
using
Social
media


• Size
of
the
competitor
is
not
a
barrier


• Reminiscent
of
the
early
days
of
the
World
wide
web.



The
same
report
concludes
why
Social
media
is
effective
when
it
comes
to
brand


reputation
and
brand
awareness.


• Social
media
is
effective
branding
strategy


• SEO
uses
social
media
to
improve
rankings
and
drive
traffic


• Lead
generation
effectiveness
may
be
lower
on
the
list,
but
best



practices
are
emerging
rapidly




 21

Another
important
insight
into
the
budget
spend
on
Social
media
when
compared


to
other
online
spends
is
given
in
the
figure
in
the
next
page.


Fig.
2.3
–
Results
from
Previous
Research
work


The
research
will
also
consider
the
various
tools
and
techniques
available
already


and
 their
 effectiveness
 to
 understand
 the
 metrics
 as
 a
 whole.
 Few
 case
 studies,


which
 are
 available,
 will
 also
 be
 considered
 for
 understanding
 the
 measurement


techniques
and
other
options
available.


• Facebook
conversion
tracking
tool


• Wordpress
traffic
monitoring
tools


• Alexa
etc.


According
 to
 Socialmediaonline.com,
 In
 order
 to
 track
 the
 social
 media
 analytics,


we
 need
 to
 understand
 what
 we
 want
 to
 track.
 This
 is
 important
 because
 we


cannot
conquer
the
thing
that
we
do
not
have
any
idea
about.
We
have
to
decide


what
 we
 want
 to
 track.
 We
 may
 wish
 to
 know
 how
 many
 people
 are
 visiting
 the


movie
website
or
we
may
want
to
keep
track
of
the
websites
that
are
ranking
the


movie
 website.
 This
 all
 depends
 on
 us
 and
 this
 is
 the
 first
 thing
 that
 we
 need
 to



 22

decide.
Once
we
have
decided
what
we
want
to
do,
then
we
can
look
for
the
tools


that
are
there
to
help
us
track
the
particular
thing.


As
per
Inspiremediablog.com,
Social
media
advertising
is
not
for
every
business
or


organization.
For
instance,
ComScore
released
the
results
of
a
survey
last
year
on


advertising
 effectiveness
 with
 various
 mediums
 and
 the
 responsiveness
 of


consumers
to
that
advertising.
Overall,
they
found
that
28%
of
respondents
were


likely
 to
 notice
 advertising
 on
 social
 media
 and
 less
 than
 that
 23%
 are
 likely
 to


trust
the
advertisements
they
notice.
Those
numbers
put
social
media
websites
at


#5
on
the
list
behind
television,
print,
news
and
corporate
websites.


Fig.
2.4
–
Results
from
Previous
Research
work


According
 to
 The
 Viral
 Garden
 –
 the
 blog
 written
 by
 Mack
 Collier,
 a
 social
 media


consultant,
 trainer
 and
 speaker
 since
 2005,
 one
 can
 know
 that
 the
 social
 media


marketing
is
effective
through
the
following
metrics.



• Increase
in
Web
/
subscriber
traffic


• Increase
in
number
of
comments
per
post



 23

 • More
link
back
URLs
to
the
blog
/
site
/
and
other
pages.


If
traffic,
comments,
emails
and
links
are
increasing,
they
are
signs
that
the
site’s


content
is
engaging
the
readers.
Which
means
that
they
find
value
in
them.
And
the


readers
 are
 promoting
 the
 content
 to
 others,
 especially
 by
 linking
 to
 the
 content


from
their
blogs.


Adding
to
that,
there
are
certain
industries
that
convert
better
on
social
sites
than


others.
For
the
entertainment
industry,
66%
of
respondents
were
more
likely
to
be


receptive
 to
 advertising
 on
 social
 media
 sites
 while
 48%
 were
 more
 likely
 to
 be


receptive
 on
 news
 and
 general
 media
 websites.
 At
 the
 same
 time,
 the
 telecom


industry
had
the
same
number
of
respondents
in
both
the
social
media
and
general


media
 category.
 And
 for
 industries
 like
 pharmaceuticals
 and
 financial
 services,


respondents
were
less
likely
to
respond
on
social
sites
than
they
were
on
general


media
sites.


In
 terms
 of
 Television
 Channels,
 Animal
 Planet
 and
 National
 Geographic
 have


exploited
Social
media
to
the
maximum.
Below
mentioned
are
a
few
social
media


marketing
tools
and
tactics
for
both
the
channels.



• Widgets
–
Animal
planet
developed
Killer
Clips
Widget
and
The
Daily
Cuddle


Widget
to
allow
the
fans
and
followers
get
updates
on
excellent
videos
like


animal
 attacks
 and
 photographs
 of
 cute
 pets.
 The
 user
 can
 also
 upload


pictures
of
their
cute
pets
through
the
widget.


• Blogs
­
The
Animal
Planet
has
developed
a
series
of
blogs
based
on
specific


TV
 Shows
 hosted
 on
 the
 network.
 This
 is
 an
 excellent
 way
 for
 a
 large


network
 to
 inspire
 and
 nurture
 specific
 conversations
 with
 its
 niche


audiences.
One
such
ongoing
blog
is
called
the
“Pet
Trends”
blog.
This
blog



 24

 tries
 to
 use
 social
 media
 in
 an
 organic
 way
 by
 developing
 its
 own
 meme


called
 'Trendy
 Tuesday'.
 This
 meme
 is
 an
 ongoing
 weekly
 giveaway
 of
 a


current
pet
trend,
and
seems
to
engage
audience
members
rather
well.



• Facebook
 Fan
 Page
 ­
 Currently
 the
 fan
 page
 does
 an
 excellent
 job


providing
widgets
and
interesting
discussion
topics,
and
has
around
3,207


fans.
They
kick
started
the
page
with
the
question,
“What
would
you
like
to


see
 on
 this
 Fan
 Page?”
 This
 is
 a
 simple,
 yet
 very
 beneficial
 question.
 Fan


pages
should
be
geared
with
the
fan
in
mind,
and
this
is
one
way
to
create
a


more
effective
page.


• Branded
 Youtube
 Channel
 ­
 Animal
 Planet
 has
 a
 branded
 You
 Tube


channel
 with
 all
 the
 bells
 and
 whistles.
 Even
 though
 this
 is
 an
 expensive


purchase,
it
is
smart
because
many
of
these
videos
are
interesting
enough


to
spread
virally,
and
this
helps
the
Animal
Planet
become
the
source.
The


page
 is
 frequently
updated
 with
 new
videos,
which
 could
 be
 one
 reason
it


has
a
rather
high
number
of
channel
subscribers.


Let's
check
out
how
National
Geographic
is
optimizing
social
media:


• Facebook
 Fan
 Page
 ‐
 I
 was
 immediately
 impressed
 by
 National


Geographic's
 robust
 Facebook
 Fan
 page,
 touting
 an
 impressive
 470,555


fans.
 
 National
 Geographic
 wisely
 updates
 the
 page's
 status
 one
 to
 three


times
a
week
and
provides
a
lot
of
engaging
content
in
the
Facebook
tabs,


met
by
lots
of
interaction
by
their
fans.

With
most
brands
to
fan
interaction


happening
 on
 the
 wall,
 thousands
 of
 fans
 have
 "Liked"
 content
 or


commented
positively
even
when
branded
content
is
shared
straight
from


nationalgeographic.com.
 
 Taking
 a
 closer
 look,
 it
 appears
 that
 National



 25

 Geographic
 isn't
 just
 sharing
 this
 content,
 but
 actively
 promoting
 fan


activity
and
interaction.

For
instance,
instead
of
sharing
a
survey
that
lives


on
 their
 site,
 they
 posted
 the
 link
 to
 the
 wall
 and
 commented,
 "Post
 your


score
 and
 challenge
 your
 friends".
 Tailoring
 this
 content
 in
 this
 way
 is
 a


great
way
to
welcome
and
jump‐start
involvement.



Fig.
2.5
–
National
Geographic
–
Fan
page
in
Facebook


• MySpace
Profile
‐
The
National
Geographic
MySpace
profile
focuses
on
the


National
Geographic
Channel
video
content
by
housing
videos
on
MySpace


videos.
 National
 Geographic
 keeps
 this
 page
 fresh
 by
 consistently
 adding


new
 videos
 for
 their
 7,500
 friends,
 however
 it
 is
 difficult
 to
 organize
 this


content
 within
 the
 functionality
 of
 a
 profile
 page.
 
 Although
 there
 was


valuable
content
in
the
form
of
links,
videos,
and
widgets
‐
overall,
this
page


desperately
needs
a
redesign
and
interaction
must
be
an
apparent
strategy


on
the
page.

Right
now
the
profile
is
trying
to
function
as
a
branded
page


and
the
result
makes
it
seem
disjointed
and
difficult
to
navigate.





 26

 • Youtube
 Videos
 ‐
 National
 Geographic
 has
 really
 loaded
 their
 YouTube


page
with
lots
of
great
content
‐
but
most
importantly
they
have
organized


the
 content
 by
 category
 so
 users
 can
 easily
 choose
 which
 playlists
 they'd


like
to
subscribe
to.

This
helps
users
find
content
according
to
their
interest


and
 has
 resulted
 in
 rankings
 on
 some
 of
 YouTube's
 "Most
 Popular"
 lists.



With
the
opportunity
to
engage
over
150k
subscribers,
I'd
like
them
to
take


their
channel
to
the
next
level
and
figure
out
an
interesting
way
to
interact


with
this
huge
group
of
followers.
It
is
very
likely
that
these
enthusiasts
will


be
ready
for
action,
and
they
likely
have
much
to
tell
about
the
animals
in


their
life
or
their
personal
experiences
in
the
outdoors.



• Twitter
Page
‐
The
National
Geographic
Twitter
page
has
a
clear
purpose


of
 sharing
 new
 photos
 and
 new
 content
 with
 its
 7,780
 (and
 counting)


followers.
I
think
tweaking
the
tweets
to
be
more
conversational
as
well
as


engaging
from
time
to
time
by
utilizing
@'s
or
RT's
‐
this
would
show
that


the
page
is
active
and
more
compelling
to
new
followers.


Fig.
2.6
–
National
Geographic
handle
in
Twitter



 27

 • Flickr
Photo
Sharing
‐
Despite
being
advertised
by
only
one
apparent
link


to
the
National
Geographic
Flickr
group
(tucked
in
the
Facebook
Fan
page),


the
 group
 contains
 1,577
 members
 who
 have
 contributed
 17,439
 items
 to


the
group
pool.
This
is
a
great
way
for
National
Geographic
to
involve
its
fan


base
by
encouraging
fresh,
user‐generated
content.

The
only
flaw
I
found
in


the
 execution
 was
 the
 badges
 they
 provided
 on
 the
 page
 to
 promote
 the


group.
 
 The
 following
 screenshot
 is
 one
 of
 the
 badges
 members
 can
 grab,


and
it
doesn't
capture
the
"Nat
Geo"
brand
that
I
know
and
love,
or
shows


that
the
group
is
official.


Fig.
2.7
–
National
Geographic
–
Flickr



The
low‐budget
horror
film
“Paranormal
Activity”
has
been
in
limited
release
for


two
 weeks
 and
 has
 been
 performing
 quite
 well,
 given
 its
 tiny
 budget.
 Later


Paramount
used
social
media
to
build
buzz
and
garner
support
for
the
film.


The
studio
announced
a
campaign
using
Eventful
to
get
would‐be‐watchers
excited


about
 a
 potential
 wide‐release
 and
 sharing
 their
 enthusiasm
 across
 social
 media



 28

sites.
If
1,000,000
people
demand
to
see
“Paranormal
Activity,”
the
film
will
get
a


wide
release.


From
the
fine
print:






“Paramount
 Pictures
 retains
 the
 final
 right
 of
 approval
 over
 the
 cities
 to
 be


ultimately
 selected,
 due
 to
 theater
 and
 exhibitor
 requirements
 and
 other


restrictions.
 The
 nationwide
 release
 is
 planned
 for
 any
 city
 which
 demands
 it,


“demand”
defined
as
at
least
100
demands
in
a
100
mile
radius
(within
the
U.S.
and


Canada).”


Fig.
2.8
–
Paranormal
Activity
­
Promo


Actually,
 by
 allowing
 few
 influential
 public
 to
 write
 about
 the
 movie,
 Paramount


was
 able
 to
 create
 a
 huge
 buzz
 around
 the
 movie
 and
 it
 was
 actually
 released



 29

worldwide.
This
movie
was
one
of
the
excellent
examples
to
be
considered
while


talking
about
the
power
of
Social
media.


In
Indian
context,
from
Ghajini
to
Dev
D
and
three
idiots
to
My
Name
is
Khan,
most


of
the
major
Bollywood
movies
use
Social
Media
as
an
effective
marketing
tool.
To


consider
a
real
case,
My
Name
is
Khan
is
a
splendid
example.
Carrying
forward
on


the
 controversy
 following
 the
 release
 of
 the
 film
 MNIK,
 Business
 Line
 featured
 a


story
on
‘Tweets
rally
in
support
of
My
Name
is
Khan’
by
Varada
Bhat
on
15th
Feb.


The
article
elaborated
on
the
support
garnered
by
the
film
across
India
and
abroad


on
 Twitter.
 People
 across
 Twitter,
 including
 Bollywood
 celebrities,
 asserted
 their


opinion
 on
 Shiv
 Sena’s
 bullyishness
 to
 stop
 the
 screening
 of
 the
 film
 and
 voiced


their
support
by
joining
the
MyNameIsMumbai
campaign
inspired
by
the
film.
The


article
listed
few
tweets,
‘My
name
is
Rajeev,
I
am
a
maharashtrian.
Vandalism
and


goonism
is
not
the
culture
and
heritage
of
Maharashtra’,
My
name
is
Baisakh,
I
am


from
USA.
I
treasure
my
human
right
to
express
my
opinion
and
support
iamsrk’s


right
to
the
same
#MyNameIsMumbai’.
The
article
further
quotes
a
Mr
Asfaq
Tapia,


Head,
Social
Media,
Epigram
as,
‘MNIK
was
just
a
medium
through
which
the
youth


were
talking
about
their
freedom
to
do
things
the
way
they
want
and
nobody
can


stop
 them
 from
 doing
 it.
 Watching
 MNIK
 was
 to
 prove
 a
 point
 about
 their


individual
freedom’.


The
 case
 above
 is
 a
 perfect
 example
 of
 how
 social
 media
 could
 be
 used
 to
 create


huge
buzz
about
a
movie.
How
Twitter
has
been
utilized
by
the
ordinary
people
to


express
a
collective
voice
on
an
issue‐here
being
cultural
prejudice
‐
reveals
how


much
 influential
 power
 such
 networking
 tools
 offer
 to
 the
 common
 man.


According
 to
 marketing
 chit
 chat
 blog
 the
 recent
 bollywood
 movies
 are
 using



 30

intelligent
 strategies
 to
 create
 buzz
 among
 the
 desired
 target
 audience
 with


minimal
financial
spend.
More
and
more
young
marketing
executives
are
getting
in


the
 industry
 and
 revolutionizing
 the
 digital
 marketing
 activities
 with
 innovative


marketing
activities.



While
 doing
 some
 random
 surfing
 on
 Facebook,
 stumbled
 upon
 this
 app
 for


horoscope
and
compatibility
check,
in
fact
it
came
as
a
friend’s
update.
On
visiting
I


realized
 it
 to
 be
 an
 app
 from
 the
 makers
 of
 the
 movie
 “What’s
 your
 Raashee”.


Indeed
 another
 interesting
 example
 of
 movie
 marketing
 from
 Bollywood.
 After


websites,
 communities,
 forums,
 twitter
 and
 other
 social
 media
 marketing,
 it
 was


good
 to
 see
 an
 app
 based
 on
 the
 theme
 of
 the
 movie
 i.e.,
 zodiac
 signs.
 The


application
requires
the
user
to
answer
questions
about
their
personal
preferences


and
then
based
on
the
common
characteristics
with
other
signs,
they
will
be
shown


a
list
of
users
whom
they
are
compatible
with
while
offering
them
an
opportunity


to
add
those
people
as
friends
on
Facebook.


References


• Dave
Evans,
Social
media
marketing
–
An
Hour
a
Day,
Sybex
2008


• Paul
Gillin,
Secrets
of
Social
Media
Marketing,
Quill
Driver
Books,
2008


• David
 Meerman
 Scott,
 The
 New
 Rules
 of
 Marketing
 and
 PR,
 John
 Wiley
 &


Sons,
2007


• Christian
 Crumlish,
 Erin
 Malone,
 Designing
 Social
 Interfaces,
 O’Rielly
 and


Yahoo
Press,
2009


• Jim
Sterne,
Social
Media
Metrics,
John
Wiley
&
Sons,
2010


• Avinash
Kaushik,
Web
Analytics
2.0
–
The
Art
of
Online
Accountability
and


Customer
Centricity,

Sybex,
2010



 31

 • Philip
Kotler,
Marketing
Management
–
Analysis,
Planning,
Implementation


and
Control,
Barnes
&
Nobles,
2000


Web
References


• http://www.witiger.com/ecommerce/MeasuringMarketingEffectiveness.ht

m


• http://www.gauravonomics.com/blog/list‐of‐social‐media‐agencies‐in‐

india/


• http://microreviews.org/social‐media‐marketing‐in‐india/


• http://microreviews.org/want‐to‐know‐about‐social‐media‐in‐india‐just‐

follow‐these‐people/


• http://en‐us.nielsen.com/tab/product_families/nielsen_netratings


• http://www.soravjain.com/2010/03/role‐of‐social‐media‐in‐firms‐

promotion.html


• http://www.socialmediaonline.com/keeping‐track‐of‐your‐social‐media‐

campaign/


42
SMM
Tools



http://blog.junta42.com/content_marketing_blog/2009/06/42‐online‐content‐

sharing‐and‐productivity‐tools.html


SEO
Techniques


http://www.web‐source.net/webpage_optimizing.htm


Social
Technographics


http://www.forrester.com/Groundswell/ladder.html



 32

Mack
Collier's
Bio
++
Blog
info
etc.


http://moblogsmoproblems.blogspot.com/2006/07/bio.html


Web
Analytics
­
SME


http://www.kaushik.net/avinash/


Why
Blogs
and
social
media
are
effective
marketing
tools



http://www.slideshare.net/illuminea/blogging‐for‐business‐192693


Social
Media
Listening
tools


http://www.marketingprofs.com/9/essential‐social‐media‐listening‐tools‐

mcdaniel.asp?adref=nbw2


http://independentmovies.wordpress.com/2010/02/21/social‐media‐adds‐

powerful‐punch‐to‐movie‐marketing‐campaigns‐expert‐reveal/


35
KPIs


http://econsultancy.com/blog/4887‐35‐social‐media‐kpis‐to‐help‐measure‐

engagement


Twitter
Stream
Graph


http://www.neoformix.com/Projects/TwitterStreamGraphs/view.php


Twitter
Research
Trends


http://www.masternewmedia.org/social‐media‐research‐blogs‐and‐twitter‐use‐

trends‐inside‐us‐corporations/



 33

Library
of
Congress
to
store
all
tweets


http://broadstuff.com/archives/2171‐Library‐of‐Congress‐to‐store‐all‐tweets‐

since‐2006.html


http://socialmediablend.com/


3
social
media
models
to
guide
your
brand
to
conversation
landscape


http://www.ronnestam.com/3‐models‐guide‐your‐brand‐succesful‐social‐media‐

strategy/


The
corporate
storytelling


http://www.themoleskin.com/


http://posterous.com/


Measuring
Online
Conversations


http://tweetandmeet.com/social‐media‐roi


http://www.searchengineguide.com/diane‐aull/social‐media‐conversations‐sbm‐

unleashed.php


Measuring
Conversation



http://blog.steffanantonas.com/beyond‐buzz‐diving‐into‐how‐you‐actually‐

measure‐online‐conversation.htm


Qualitative
Data
Analysis
Software
Guidance


http://www.audiencedialogue.net/soft‐qual.html


http://11marketing.com/blog/?p=13


http://socialmarketing.blogs.com/r_craiig_lefebvres_social/audience_research/



 34

SEO
Tool
­
Text
Analysis


http://seokeywordanalysis.com/seotools/


http://techcrunch.com/2009/09/29/after‐getting‐in‐bed‐together‐nielsen‐cant‐

stop‐gushing‐about‐how‐great‐facebook‐is/


http://www.washingtonpost.com/wp‐

dyn/content/article/2010/04/20/AR2010042001770.html


Calculating
Index


http://www.netcomuk.co.uk/~jenolive/sindexes.html


KPI
Library


http://www.clickz.com/3632750


Demographics
&
Social
Interaction
Intensity


http://ablebrains.typepad.com/ablebrains/2007/10/demographics‐so.html


http://www.mediabistro.com/socialtimes‐jobs/?c=afnav


Worked
Examples


http://www.bized.co.uk/timeweb/digging/dig_mean_illus.htm


http://en.allexperts.com/q/Basic‐Math‐657/Calculating‐weighted‐average.htm



 35