chennai-express-case-study- digital mkt.pdf

Emee worked closely with shailja throughout the

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eMee worked closely with Shailja throughout the marketing lifecycle, including reaching out to the core fan base, influencer targeting, design of effective campaigns, marketing recalibration, the effective use of twitter hashtags and competitor analysis. The eMee Social Radar collected data at scheduled intervals from a variety of Social Media platforms like Twitter, Facebook, YouTube and a wide range of blogs. The unstructured JSON files received from these varied sources were then pushed into data ingestors for critical first level filtering, metadata enhancement and noise clean-up. eMee’s location and clout derivation tools also ran on top of this data to get a better understanding of each user’s profile. Individual tweets or posts were mapped in relation to Chennai Express and important tags and keywords used in the posts were identified. The data was then transported to our Big Data Cluster on MongoDB for sentiment and mood analysis in an automated fashion. At the same time, a dedicated team of data analysts added critical insights and recommendations to the final report that was provided to the Chennai Express team at the end of each day for review and follow up action. Fig 8 – eMee Social Radar Architecture
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4 h e # i g i t a l S o c i a l ! u N i n e N N o f ! o l l y R o o d Fig 9 – eMee captured moods and helped judge pulse of the audience Sentiment Mood Fig 7 – Sentiment and Mood Analysis
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Persistent Systems Limited Bhageerath, 402, Senapati Bapat Road, Pune 411016 Email ID: [email protected] Contact: +91 (20) 6703 4536 It’s a Wrap! The relevance of social media and digital marketing to Bollywood marketing and film marketing in general is evident. Clearly, conversations are now moving onto social networks. For movies and brands to participate in these conversations, innovations are crucial in the way the connection with audiences is made. At the same time, the social web is ever evolving – trends take minutes to appear and disappear equally rapidly. Expert insights, built on analytics and big data, are necessary in planning the many facets of a coordinated social media strategy. A strategy’s success on social media – and ultimately its business success – lies in taking advantages of the opportunities that present themselves, being able to predict circumstances and planning for different eventualities. Shah Rukh Khan and the success of Chennai Express have proved that social media and digital marketing is the channel of the future and that it presents unique opportunities to marketers and brands, at an unbeatable ROI. To quote Malcolm Gladwell from ‘Outliers: The Story of Success’, “Success is not a random act. It arises out of a predictable and powerful set of circumstances and opportunities.” Credits Adil Qureshi & Team Software & Development Partners Red Chillies Entertainment Rohit Shetty & Team UTV T-Series
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