SOCIAL MEDIA MARKETING STRATEGY

INDIVIDUAL ASSIGNMENT

Deadline: Sept 10, 2017 EOD

Student Name: KUMAR PRANAV

Student Roll No: 160103072

Section B

QUESTION:
1. Introduction

Red Chillies Entertainment (RCE) founded in 2002, is an Indian motion

picture production, distribution and a premier visual effects company based in the city of Mumbai.
The company was founded in 2002 by Bollywood actor Shah Rukh Khan and his wife Gauri Khan. Red
Chillies Entertainment has formed a full-fledged film studio in India. The studio's activities span across
creative development, production, marketing, distribution, licensing, merchandising and syndication
of films in India and worldwide.

Product offerings: -

Film production as a function of budgeting, scheduling, scripting, the supply with talent and
resources, the organization of staff, the production itself, post-production, distribution,
and marketing.
The company also has a visual effects studio known as Red Chillies VFX which provides special
visual effects for both home productions as well as other movies.

Nature of social Media Offerings: -

Small music clips of old films, and making of in home production films on YouTube
Movie clips, Dance videos, Pictures and stills from movies, relevant clips on special days and
occasions, featured on Facebook
Movie trailers, posters, clippings, and promotional stills, videos and events on Instagram

Markers comments:

/10

2. Brand Persona

My brands persona would be of an entertainer personality who champions values as spontaneity,

charm and vigour. The brand enjoys helping the customers discover the fun side of life. Some of the
brand personality traits of my persona would be:-

Daring & Spirited

 Imaginative and Exciting
Up-to-date with an ability to reach out and connect to all segments of my target audience
Modern in its approach
Self -exploratory
Connected to values, family
Wanderer personality
Playful & Affable
Affluent

Difference in approach:- Story of the Indian millennial in todays time. Fun loving & modern
Brand Voice: - Independent and modern.

Markers comments:

/10

3. Social media objectives

Business Objective: - Influence people perception positively about the movies of our production
company when they make a choice of which movie to watch

Some of the objectives of my social media plan would be:-

Increase the number of subscriptions on the companys YouTube channel by 50% by end of
next 8 months
Increase the website traffic by adding social media content
Increase audience connections though Facebook by 30% in next six months
Increase mentions by 25% on twitter before, during, and after movie performances for 2018
Identify top 10 movie critics and influencers on Facebook and twitter and connect with them
to build relationships to help blog, repost and spread information about upcoming movies
Engage the target audience of every offering in promotional social media events to create a
buzz

The reason why social media is helpful to achieve my objective is because today, people decide to go
to a movie based on reviews, recommendations from friends and family, and do most of the research
online through song and movie clips available on YouTube, likes and reactions on prospective movies
on Facebook, critic reviews, mentions & retweets on twitter and followings and likes on Instagram.
Since my target audience is engaged on these social media platforms and Its judgement to watch a
movie is highly influenced by the activities on them, it is essential to design a strategy to gain a
significant heart share of prospective customers on these platforms.
Also, the first touch point for the target audience for the concerned offerings in the 21 st century is
usually through any of the above mentioned social media platforms. That makes it essential to have
an integrated presence on these platforms

Markers comments:
/15

4. Target market and media habits

A media audience is an individual or collective group of people who read or consume any media text.
Media audiences are the most important part of creating a film and most important media concept

My target media comprises primarily of: -

Young generation of movie buffs, TV watchers and movie critics

Senior yet socially active audiences looking for movie clips of old movies on YouTube
Professional movie critics active on social media platforms
Movie bloggers, and websites serving as comparison platform for movie reviews and ratings
(Review aggregators, Online film community sites)

Audience demands from a movie

Regular movie watchers look for:-

Storyline
Acting and Actors in the movie
Camerawork and graphics
Relatable drama, thrill and suspense
Dialogues, songs, appealing scenes
Relatable theme for the audience (Social causes, Burning Issues, Women empowerment etc)

Critics look for:-

Directing
Writing
Cinematography
Editing
Acting
Production Design
Sound

Media Habits of our target segment:-

70% of online youth in India spend more than 5 hours on the internet in a normal week
In terms of social networking platforms, Facebook is by far the most popular site used (93%),
followed by YouTube (87%) and Instagram (72%)
A major proportion of youths in India use online social networking sites to make decisions
about majority of activities of their life ranging from what to wear, what is trending, what to
buy and Which movie to watch.

Markers comments:
/10

5. Competitor analysis

The primary competitor of Red Chillies Productions is Dharma Productions.

Introduction: Dharma Productions Pvt. Ltd. is an Indian production and distribution

company established by Yash Johar in 1979. It was taken over in 2004 after his death by his son Karan
Johar. Based in Mumbai it mainly produces and distributes Hindi films.

Product Offering:- Film Production and Distribution.

Brand Personality:- Entertainer with a traditional touch.

Traditional Films, mainly centred around family values and culture, films which give a underlying
message.

Platforms:

Facebook: - Movie clips, Old songs, Throwback pictures and videos with a nostalgic touch.
Special mentions for celebrity birthdays and similar occasions, an overall package of up-to-
date movie information with a culture and family centred approach.
 YouTube:- Video clips that range from personal interviews of movie casts to popular clips
which are attractive for the audience ( e.g. clips from BAHUBALI), online teasers for upcoming
movies, informative videos over why a movie is good and should be seen ( Smartly polarising
audience psyche), humorous videos to tickle the funny bone of Users.
Instagram:- Movie trailers, posters, clippings, and promotional stills, videos and events

What they are doing right:- They are rightly focusing on a mix of their demographic target audience
with an inclination towards traditional values and culture. They portray their movies as a family movie,
thereby inviting larger audiences as compared to Red Chillies Entertainment.

What they are doing wrong:- Since the larger population on social media platforms comprises of
young people looking for movies with a modern touch, their fan following on Facebook is far behind
Red chillies entertainment and also on Instagram, their followers, likes & comments, growth rate and
percentage increase is lagging behind Red chillies entertainment.

COMPARATIVE ANALYSIS:- ( data from http://www.fanpagekarma.com )

FACEBOOK:-
YOUTUBE:-

INSTAGRAM:-
Markers comments:

/15

6. Platforms

Platforms I choose for my social media strategy are: -

Facebook: - It captures the masses and offers wide visibility across the different age groups
Instagram: - The new cool, easy to share content and plan, engagement with the target
audience
YouTube: - Easy to share movie clips and entice the audience to watch the movie

Features to use: -
Facebook: - cost per mile
Instagram: - Pictures, events and clippings
YouTube: - Movie clips as advertisements

Targeted Audience: -
Facebook: - All age groups
Instagram: - 17-25 years of age
YouTube: - People who search for a diverse portfolio of videos, ranging from modern movie
topics to traditional ones

Platform Integration: -
Facebook posts with a link to YouTube channel asking to subscribe
Instagram stories with swipe-up features directly taking to YouTube channel and Facebook
page for individual stories
On YouTube, with every video, a small description with factbook and Instagram handle links
to increase followers

Markers comments:

/15

7. Content and engagement plan

Underlying theme for content creation:- To reposition red Chillies Entertainment as a production
house which focuses on modern trends in television while being firmly rooted in traditional and
cultural values

Content types that I plan to share and how they vary across different platforms:-

Facebook:- Since now Facebook is accessed by people from all age groups and from all walks
of life, the content should be targeting all possible audience groups. It is noticiable from our
 above competitor analysis that even though red chillies has a higher fan following than
Dharma productions, yet the average weekly growth and engagement of the latter is much
higher. To rise up to competition, It should include movie clips of upcoming movies of home
production as well as of the ones where the graphic studio has a contribution in which the
content should be engaging enough for audience to redirect themselves to the full video clip
on YouTube and enticing enough for them to subscribe for it. It may also add short video
messages about societal causes and other relevant and hot topics. It has an opportunity to
use Facebook as a springboard to increase the fan following for YouTube and Instagram. It
should conduct live sessions, video competitions with mandatory YouTube subscriptions, and
a weekly/fortnightly video series for what is trending in the Bollywood.

Key performance indicators to look for:- PAGE PERFORMANCE INDEX, NUMBER OF FANS,
AVERAGE WEEKLY GROWTH, ENGAGEMENT, POST PER DAY & POST INTERACTION

Youtube:- Since Red chillies has a low number of subscriptions as well as video uploads on
youtube as compared to its competitor, it should use Facebook and Instagram for potential
audiences to Reach Out to their channel. It should increase and at the same time segment
its video base and playlists to cater to different segment of audiences; whether they demand
informational videos, movies and small clips related to cultural happenings and festivals. It
can incorporate interviews of movie directors and/ or casts for those audiences who want an
insight into basics of storyline and movie theme. It can also contain informative trailers
indicating Why an upcoming movie should be watched .

Key performance indicators to look for:- TOTAL NUMBER OF SUBSCRIPTIONS, TOTAL

NUMBER OF CHANNEL VIEWS,TOTAL NUMBER OF VIDEOS & VIEWS, TOTAL NUMBER OF
LIKES AND DISLIKES

Instagram:- On Instagram, since the majority population is young and modern, I am of the
opinion that Red chillies should continue its product offering of modern videos and pictures
to entice and engage the youth. It should come up with videos where the most sought after
celebrities share engaging content most suitable and lucrative for the target segment.

Key performance indicators:- FOLLOWERS, LIKES, GROWTH RATE & DAILY GROWTH RATE,
PERCENTAGE INCREASE SINCE STARTING POINT, ENGAGEMENT

Some other strategic inputs:-

Difference in platform offerings should be in terms of modernity vs traditional. It should be
apt to appeal to the target audience visiting that platform and looking for a specific offering.
Platform integration should be monitored closely to capitalise on trending topics or movie
clips
Distribution rights should be undertaken strategically for movies which appeal to the audience
to capitalise later on clips and trailers
Constant feedbacks and recommendations for improvement should be taken by audiences
through open forums and should be applied wherever possible
Markers comments:

/15

8. Challenges and consideration

Some of the challenges faced during strategy implementation could be:-

Lack of authentic and personal connect with my target audience (Individual touch)
Coming up with consistently good and engaging content which is well aligned with company
goals and audience needs
Finding ways to encourage sharing and retweets
Creating quality visuals and graphics to differentiate from the offerings of competitors
Hashjacking by competitors and critics to ruin movie promotions
Creating different content to find suitability across different platforms and to position them
differently to avoid repetitive content postings
Lack of discipline amongst social media handlers resulting in ignoring of comments,
irrelevant posts, negative reviews and ratings etc
Lack of integration with offline marketing tactics
Lack of timely synergy among different social media platforms

Markers comments:

/10

Section Mark Out of

Question One 10
Question Two 10
Question Three 15
Question Four 10
Question Five 15
Question Six 15
Question Seven 15
Question Eight 10
Total 100
Percentage 100%
Markers comment: