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A Social Media Case Study: How Did ‘Why This Kolaveri Di’ Go Viral? And What Can You Learn About Marketing?

by Mahesh Kukreja on December 13, 2011

‘Why this Kolaveri Di’ is a Tamil-English song written & sung by actor Dhanush (Rajinikanth’s son-in-law). It is one of the songs to be featured in the movie ’3′ set to be released in 2012. A rough version of the song was leaked on YouTube on 31st October, 2011. The leaked lyrics were also posted on social media sites including Facebook & Twitter.

Why This Kolaveri Di

The leaked song & lyrics were going viral among users on Facebook & Twitter. Sony Music India was quick to capitalize on the leak and planned well to turn it into a marketing advantage.

Some Stats about Kolaveri Di

Here are some amazing stats of the Kolaveri song:

  • Sony Music India released Why This Kolveri Di on YouTube on 16th November, 2011. Since then the video has received more than 20 million views, more than 168k likes and more than 84k comments (as of 12th December, 2011)
  • During the launch period of the video, #Kolaveri hashtag was trending on Twitter India for more than 3 continuous days
  • The video has been shared on Facebook by more than 1.4 million users worldwide.  More than 1.8 million users have liked it & it has also received more than 1.1 million commentsKolaver Di - Facebook Stats
  • Indian Celebrities, including Amitabh Bachchan, Anand Mahindra, Salman Rushdie, Madhavan, Shreya Ghoshal, Trisha & more, appreciated & tweeted about the song on Twitter
  • On 21st November, 2011, Kolaveri became the ‘most searched video’ on YouTube
  • The popularity of the song was reported by international media like BBC & Time Magazine
  • Airtel India reported that Kolaveri Di was downloaded more than 200k times in 18 days of launch
  • Indian Institute of Managements (IIMs), the top B-schools in India, conducted studies to figure out the virality of the video
  • Kolaveri Di became the first Tamil song to be featured on MTV India & radio stations across India
  • The song was also featured on a radio station in US
  • It received Gold Award by YouTube

How did Kolaveri Di go Viral?

Soon after the song was leaked, Sony Music India wanted to make the most of the advantage. Jack in the Box is the digital agency responsible for making the video go viral. According to NinjaMagic.in, the company aimed to market the video on YouTube, Facebook & Twitter.

Let’s first talk about how the company managed to market the video on Facebook. Sony Music India’s South page has about 200k fans. And most of them are Tamils. So, posting about the video on Facebook page attracted viewers, comments, likes & shares. In turn, YouTube views of the video started going up.

Kolaveri Di - Google Trends

Honestly at first, when I started noticing that people were sharing the video on Facebook, I didn’t know about the song & I thought it must be in Tamil language, which is not of my type. I felt like ‘Why are these people going crap over the video?’ Almost everyone was sharing the video as their status updates. And I said, That’s enough! I’ll have to watch the video to find out why the people are going crazy.

And that was the moment. When I heard the Tamil-English (Tanglish) lyrics and the cool beats, I too liked the song.

Ok, now let’s talk about how the video was marketed on Twitter. The marketers of John in the Box created #whythiskolaveridi hashtag and started posting quirky lines like “Iceland has not heard #whythiskolaveridi”, “Not called for 2 days #whythiskolaveridi”, etc., with the YouTube link to the video. This intrigued people on twitter who didn’t understand what Kolaveri di meant. So these people started asking questions & clicking the YouTube link.

After the video went viral on Twitter, users were talking about Kolaveri Di via #Kolaveri hashtag. The topic trended for more than3 days on Twitter India. Even today people are tweeting about this song.

Soon the song gained popularity from South India to the whole of India and then across the world.

What can you learn about Social Media Marketing from Kolaveri Di?

You need to define your social media marketing strategy properly. When you’ve a Facebook fan page which is liked by thousands of targeted users, your content/articles will be viewed by those. Sure your website will get more clicks. But, this is not enough. These readers should automatically share your content with their social friends. These readers should subscribe to your newsletters. These readers should buy your products.

This brings us to the main thing that is important, i.e. Content. If Kolaveri di wouldn’t have funny lyrics & cool beats, there would have been a very few shares & likes. Why did the song get so many likes & shares on Facebook? Heck, because of the content. Remember if the content is good, you don’t need to market it. It’ll market itself.

Sure content is not enough. You must advertise the content strategically. Like for example, using free Facebook advertisement. With Facebook advertising, you can advertise your website or products to other users. But you must take care to manage the ads properly. Managing Facebook ads with traditional Facebook APIs can be tedious & time consuming. Rather using a 3rd party advertisement tool like keybrokersocial can help you to get most out of your money. You can create hundreds of ads and targeting combinations in minutes. Keybroker Social also allows you to assess your campaign performance and make changes to your ads in real time. Keybroker Social allows you to focus on your business goals and efficiently create powerful social advertising.

Now, to make your content go viral on Twitter, you need to get targeted followers, just like you need to get targeted likes on your Facebook pages. Sharing the content on Twitter is super easy. Just click the Retweet button and your followers will see what you shared. Twitter allows only 140 characters in the tweets. So you must make proper use of these 140 characters to market your followers. Use your creativity to write the content that fits well in 140 characters.

Twitter lets you advertise via Promoted Tweets. I see promoted tweets every now and then. During movie releases, gadget releases or any special occasions, companies market/promote using Promoted Tweets.

Even if you don’t want to spend on marketing your content, you can get good amount of visits by engaging with your followers & friends. And after you’ve gained enough attention from online social media, offline social media will also follow your story.

People love to see interesting videos. YouTube is gaining much popularity due to video marketing. A video or image is far better than a textual content. A video helps people to understand any topic more clearly than a text can do. So, if you’re into video marketing or video blogging, make sure your videos are interesting. Make sure they tell something unique about a topic.

That’s all folks! If I have missed anything or if you’ve any suggestions, please feel free to tell below.

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4 Ways Social Media Can Extend Your Business Beyond The Office

by Mahesh Kukreja on December 8, 2011

This is a guest post! If you want to write for us, check out the Guest Post section.

At last count, over 800 million people actively use Facebook alone every day, and probably millions more more are catching up on blogs, reading the latest Tweets, and getting connected on LinkedIn. Consumers are shopping more at their home computers, using advice from reviews and social networks to make purchasing decisions.

Social Media

[Photo via Flickr]

Social media marketing can be intimidating to the novice, but you don’t have to do everything at once; look over your options and decide which one(s) seems like a reasonable place to start. Here are 4 ways you can extend your business by meeting your customers where they are (online).

Build & Communicate With Your Community On Facebook

When the iconic social networking site rose to popularity in 2004, most businesses likely saw it as a threat to productivity more than a marketing tool. Today, the average user is connected to 80 pages, groups, and events, which has been a great motivation for businesses to encourage Facebook use, even including it in job positions. Business pages allow you to stay connected with your network and customers on a community level, so keep content friendly, personable, and relevant to your audience. The occasional coupon or special doesn’t hurt, either.

Update Your Followers With With The Latest On Twitter

Twitter operates differently than Facebook, encouraging short, frequently-updated bursts of information. With Twitter, current is key—in order to make it on your followers’ feeds, you have to post when they are most likely to be reading it—midweek and in the afternoon (Eastern Time Zone), and at least once per hour, according to research by KISSmetrics. Don’t forget to follow and interact with others, retweeting interesting content and thanking anyone for mentioning your business.

Network With Other Professionals On LinkedIn

Take an e-stroll around LinkedIn and you’ll find a more business-to-business oriented environment. Unlike the other social media tools discussed, you primarily represent yourself as a professional rather than your business as a whole. Connect with other businesses and acquire public recommendations from other LinkedIn members that have worked with you. Word of mouth is as powerful as it ever was, and a few testimonials go a long way. On the flipside, you can use LinkedIn to connect with businesses that might be of service to you.

Position Yourself As An Expert By Blogging

Every type business can be blogged about; what does yours have to say? If you haven’t invested time in a blog, you should. This social media tool can be successful with updates only every few days, and it has some great marketing benefits. Rather than using it as a “sales tool,” use your blog as a sort of industry publication, positioning yourself as an expert in your field by posting relevant, useful content for your audience. Remember, readers are looking for information that is useful to them; that means an automotive repair shop should post maintenance tips, a salon should post tutorials for great hairstyles, etc.

While these are four of the more popular social networking tools, there are certainly other frontrunners, like the growing Google+. What social networking tools are you planning to try, and which ones have made a difference in your business?

Author Bio

David Ching is a marketing strategist for EQA Office furniture, a San Francisco based office furniture retailer. EQA offers office furniture including office chairs, cubicles, conference tables, workstations and receptionist desks.

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5 Twitter Management Tools Every Business Should Consider

by Mahesh Kukreja on October 21, 2011

This is a guest post! If you want to write for us, check out the Guest Post section.

If you are responsible for marketing a business, then you no doubt understand the importance of having a strong Internet presence.  One of the most efficient ways of developing that presence is to maintain a Twitter account.  Twitter allows you to communicate with your customers regularly, and in real time.  It also allows your customers to communicate with you.  Many business owners find that, once they really get into the social networking scene, keeping up with the fast-paced world of tweets can be a job all in itself.  Fortunately, there are a number of tools you can use to make the most of your Twitter account, without committing to a full-time job tweeting.  Here are five Twitter management programs every business should consider:

CoTweet

CoTweet

CoTweet combines several business-centric tools into one interface.  It allows multiple users to tweet for a singular Twitter account, allows you to add up to six Twitter accounts for your business, monitors keywords and trending topics related to your business, and more.

HootSuite

HootSuite

HootSuite provides a suite of applications that provide you the ability to assign several users to one Twitter account, several Twitter accounts to one business, or multiple editors to a Twitter account’s users.  Additionally, HootSuite provides a means of integrating with Ping.fm and AdSense, and allows for the scheduling of future tweets.

Buddy Media’s Twitter Management System

Buddy Media's Twitter Management Tool

Buddy Media’s Twitter Management System allows advertisers to monitor affiliated Twitter accounts in order to record and analyze data related to marketing campaigns.  This tool is great if advertising accounts for any part of your revenue.

Search.Twitter.com

Twitter Search

Twitter Search is a tool that is built in to Twitter, and is extremely helpful for discovering who is talking about your business and what they are talking about, as well as for finding people who are interested in things related to your business.  Simply type in a search term and you’ll have a whole list of people you can reach out to with word of your business.

TweetDeck

TweetDeck

TweetDeck is a desktop application that includes many tools for helping you manage and make the most of your Twitter account.  Twitter moves so quickly that it can be hard to stay on top of trending topics, tweets and feedback.  TweetDeck’s interface allows you to organize all of your Twitter information as you want it, so that you can see what you need to see with a glance, as opposed to an investigation.

Conclusion

There is a lot Twitter can do for your business.  But it may also seem that there is a lot you must do for Twitter if you want it to work for your business.  Take advantage of these Twitter management programs and get the best Twitter has to offer without letting it get the best of you.

About the Author

DD Girl loves social media and strives to integrate it into both her business and personal life. She enjoys finding tools she can use on the Blackberry phones she enjoys using most.

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Google Plus: Social Network Evolution

by Mahesh Kukreja on July 13, 2011

This is a guest post! If you want to write for us, Contact using the Contact Me form.

I’m guessing most of you reading this will have already gotten their Google+ invite and has already signed up for it. I’m also guessing that some of you are refusing to sign up for yet another social network/sharing site and I don’t blame you, I have Facebook, Twitter and Google Plus all open at the same time. If you are holding back from signing up then I suggest you accept the next invite you receive.

Why To Sign Up for Google Plus?

When social networks and other social websites first emerged they were in their early stages, and us as the users were “noobs” to the online social world. As the social networks advance, it seems that we do too. When Facebook and Twitter arrived, things really took off, everyone from my little brother to my grandmother was on a social network of some sort. This brought with it a whole new set of “noobs” that had to learn what was right and wrong on these social networks.

Will Google+ replace Facebook & Twitter?
[Image via Flickr]

Nowadays I rarely use Facebook, it’s good to keep up with family and distant friends every now and then, but when I look at my feed/wall I mainly see boring and very same-y status updates. The same goes with Twitter, but it’s not as bad because the people that do this I unfollow without offending anyone.

When Google Plus came along a couple of weeks ago, I was very hesitant to sign up, I though that if it did ever become as popular as FB and Twitter then it would just end up being just as bad as Facebook for the generic and boring status updates. I signed up anyway and so far I have been pleasantly surprised.

The Concept of Circles is Cool!

Things started out quiet for the first few days as I gathered people into my circles, but I now have a reasonable amount of people in my circles and I am surprised by how little spam and generic status updates there are… I am following a lot of professionals including game and web developers, but still my feed is filled with useful info and a lot of fun.

Google+ Circles

Maybe it’s just because the masses haven’t hit the social network yet, but so far Google Plus is definitely a step in the right direction as far as social networks go.

About the Author:

InkCartridges is the web developer for a shop that sells ink cartridges . Follow them on Twitter.

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