MKTG 6226 - Social Media Marketing and the Entertainment Industry
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Presented on March 4, 2013 by Amir Sajad, David Ng, Juan Bernal, and Prashant Rajaram
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MKTG 6226 - Social Media Marketing and the Entertainment Industry
- 1. Social Media in the Entertainment Industry AmirSajad Juan Bernal David Ng Prashant Rajaram
- 2. Why did we choose this industry? • Entertaining • Dynamic • Familiar to everyone • Team background • Framework transferrable across industries • Experiencing the Web 2.0 transformation
- 3. The old way How did the entertainment industry conventionally leverage Social Media? • Promotion • Low-level Engagement
- 4. PARADIGM SHIFT Web 2.0 – Social media and the era of the prosumer A. Ideation B. Funding C. Production F. Broadcast E. Promotion D. Distribution
- 6. What is Crowdsourcing? "Crowdsourcing is a type of participative online activity in which an individual, an institution, a non-profit organization, or company proposes to a group of individuals of varying knowledge, heterogeneity, and number, via a flexible open call, the voluntary undertaking of a task. The undertaking of the task, of variable complexity and modularity, and in which the crowd should participate bringing their work, money, knowledge and/or experience, always entails mutual benefit. The user will receive the satisfaction of a given type of need, be it economic, social recognition, self-esteem, or the development of individual skills, while the crowdsourcer will obtain and utilize to their advantage that what the user has brought to the venture, whose form will depend on the type of activity undertaken"
- 7. Translation Outsourcing an internal function to an unidentified (and large internet) community A. Ideas • Amazon Studios B. Funding • Star Trek: Renegades C. Production/Division of Labour • Star Wars Uncut
- 8. A. A. IDEATION Ideation
- 9. Ideas – Amazon Studios Crowdsourcing of ideas and reviews • Mission: Make theatrical motion pictures and episodic series • Character driven, children shows or primetime adult comedy
- 10. Ideas – Amazon Studios VS Buck Plaidsheep, the courageous critter from Fleecy farm, will face any danger and solve any problem.
- 11. Ideas – Amazon Studios + Supanatural is an animated comedy series about two outspoken divas who are humanity's last line of defense against the supernatural, when they're not working at the mall.
- 12. B. Funding B. FUNDING
- 13. Crowdfunding– Star Trek • Star Trek Voyager • Star Trek Deep Space Nine
- 15. Crowdfunding– Star Trek • Star Trek Enterprise
- 16. WHAT THE HELL WAS THAT? 1) Poor acting 2) Implausible sci-fi 3) Bad writing
- 18. Crowdfunding– Star Trek: Renegades
- 19. C. Production
- 20. Division of Labour – Star wars Uncut • July 2009 • April 2010 • June 2010
- 21. So What are the Implications? • Crowdsourcing empowers individuals and companies to produce stories and develop brands in ways otherwise not possible. • Cheapening of art, entertainment, both?
- 22. Social Films Him, Her and Them A film shown through a facebook app • Combines traditional storytelling with audience participation • You have the power, along with your friends to create the plot of the story
- 23. documentaries TWITTAMENTARY • Unique documentary about the everyday people who use Twitter • A social media experiment which fuses together a documentary with real time Social Media interaction • Twitter users were invited to contribute story ideas and submit them via the movie’s submission website • The final stories were chosen using feedback on the web via Twitter
- 24. DOCUMENTARIES • In a time when America's economy was crumbling and sense of community was in question, one guy left everything behind to see if he could survive solely on the support and goodwill of the 21st century's new town square: Craigslist. • Elements that made it possible • Technology • People’s good will • Social human interaction • Sense of community
- 25. D. Distribution
- 26. Paramount's Paranormal Activity • $15,000 Budget • Grossed $108M in U.S., $194M worldwide • Partnered with Eventful to get fans to request a screening of the film in their area • Goal: 1 million fan requests to enter wide release
- 27. eventful’s CEO on Paranormal “Part of it is [that] the movie genuinely terrified people, But I think a lot of [the movie’s success] has to do with, for the first time ever, fans are part of the process in bringing a movie into distribution.” Jordan Glazier, Eventful’s chief executive
- 30. E. Promotion
- 31. Conventional Ways • “insider” tweets pre-release • Insights and commentary in real time – i.e. on location during shooting • Promote special contests, sneak previews and movie premiers • Tweet for Soundtracks • Weekly tweetchats • Youtube Channel
- 32. Unconventional Ways • Facebook Apps – Disney’s app for TRON: Legacy (TRONiVerse) • Facebook timeline – The Dallas TV Series • The Holy Grail of Social Media Promotion – Case: Paramount’s The Hunger Games • Cross-platform integration • Creating virtual communities through roles
- 33. FB App Link
- 36. The Hunger Games • $155M first weekend in North America • Mystery – Radical idea: Never showing the fight scenes • Built Momentum and Maintained it – Phased, yearlong effort: FB, Twitter, Youtube channel, Tumblr blog, iPhone games, live Yahoo streaming from the premier – Colour-coded spreadsheet – day by day plan
- 37. Thecapital.pn: Community BUILDING 800,000 signed up as residents of Panem a year before the screening
- 38. Tumblr: Expanding the universe
- 39. Twitter: COMMUNITY engagement
- 40. connecting everything together • Began on Dec 15, 100 days prior to release • Released 1 piece of the puzzle each day
- 41. Important considerations • Assign a separate hash tag to each campaign • FB: Create an easy to use custom app or direct audience to official website • FB page structure: Best for existing fans and not new comers • Seek an exemption from Facebook for their rigid format requirements • Be creative and bold. Do something original!
- 42. F. Broadcast
- 43. Co-CREATION A business strategy focusing on customer experiences and interactive relationships. Co-creation allows and encourages a more active involvement from the customer to create a value rich experience. Source: businessdictionary.com
- 44. Entertainment & CO Creation
- 45. #theBoss #theTA #theStudent
- 46. How a TV Show Became a 24/7 Social Media Conversation
- 47. 1. Stake holder twitterment Judges Digital Correspo Participants ndent . Advisors Audience
- 48. 2. SOCIAL MEDIA ROOM: V-ROOM
- 49. 3. Old: NBC LIVe | New: zeebox
- 51. 5. Live #TheVoice Creating emotional ties Call to action for viewers Judge Gossip: provoking audience Digital correspondent: Community engagement
- 53. The IMPACT of CO-creation Real time engagement Social co-viewing experience 24/7 Storytelling
- 54. Questions worth exploring Q. What are your thoughts on Real-time engagement? Is it the future of entertainment? Q. How effective will co-creation be in contributing to an increase in advertising dollars for television broadcasting?
- 55. Summary: KEY TAKEAWAYS 1. Paradigm shift – consumers now participate in all steps of the entertainment framework. 2. Crowdsourcing empowers individuals and companies to produce stories and develop brands in ways otherwise not possible. 3. Coordinating social media platforms to create deep customer engagement and leveraging them in novel ways yields substantial rewards. 4. Social media opens up possibilities for innovative real-time engagement, increasing opportunities for TV advertising.
- 56. Class activity Team A Team B Team C Team D Amir Juan Prashant David
- 57. There are three parts to the script (Part 1, Part 1 2 and 3). The connectors A and B to the two parts have gone missing. Connector A • Crowd: 5 minutes to read and post ideas for both connectors A and B • Word Limit: Around 50 words Part 2 • Editors: 2 additional minutes to choose (or tweak) the best ideas and repost the Connector B entire story under your team’s thread Part 3
- 58. Part 1: [The Professor] One sunny afternoon, Professor K was waiting at the bus stop, reading the newspaper, when…. [WRITE Connector A HERE] Part 2: [The Fight] …..He dodged his opponent’s left hook and returned a blinding upper cut…. [WRITE Connector B HERE] Part 3: [The Romance] And then she flung her arms around his neck, and gave him a soft kiss.
- 59. How was the experience? Do you think there are more merits to crowdsourcing than working independently? What are the implications for Intellectual Property rights?
Notes de l'éditeur
- How many of you are movie fans?Who do you like movie fans? Ans – relaxation, hobby……
- Manifestation from conception to broadcast
- Submit scripts, review by readers and Amazon staff, modify script*Development State – Up to two 18 month extension for $10,000. Movie script $200,000 or $55,000 for episodic series.http://screenwritingfoxhole.blogspot.ca/2010/01/what-do-you-look-for-in-script.html. Pass, Consider, and RecommendForum for discussion – Open, By Permission, and Closed
- http://news.cnet.com/8301-1023_3-57459387-93/amazons-studios-effort-picks-first-tv-shows-to-develop/Armed with a variety of vehicles, whether it be a jet pack, rowboat, hang glider or even a jeep, he always has the best vehicle to get the job done. (June, 2012)
- http://www.engadget.com/2012/12/20/amazon-studios-six-original-comedy-series-pilot-production/
- Both successful TV seriesVoyager1995 to 2001DS9 1993 to 1999
- Both series successful. 7 seasons each
- Ask class question: Has anyone seen Star Trek: Enterprise? Your thoughts?
- In danger of cancellation by the 3rd season. Petition by fans extended it into a 4th season.4th season cancelled in 2005
- - Point is that even a venerable brand like Star Wars can benefit from crowdfunding. Crowdfunding is not just for new enterpreneurs trying to release avant-garde work.
- - Explain what Star Wars Uncut involved. Needed 473 scenes but received over 1,000. Show the clip.- Go through Scope, Cost, and Distribution- Point out that it won a 2010 Primetime Emmy for Outstanding Creative Achievement In Interactive Media - Fiction
- What happens when everyone has access to a plethora of ideas such as Amazon Studios?What happens when crowdfunding makes financing a film or TV series easier than ever before? What happens when everyone can create a film with a cell phone?Two major implications I can think of are 1)Crowdsourcing empowers individuals and companies to produce stories and develop brands in ways otherwise not possible.Filmmakers are using crowdsourcing techniques to put together films that otherwise wouldn’t be possible to produce.2) The cheapening of art/entertainment? Shayna’storonto star article talking about Inocente, a coming to age documentary about a 15 year old homeless girl aspiring to be an artist
- Video sketchesPictures
- A social media experiment which fuses together a documentary with real time Social Media interaction - where viewers can interact with the cast and crew.Movie was launched in August 2009Promotion was only done via TwitterThe film crew chose the winners and went to meet them personally and ask them about their story
- We all love and breathe and social media, but would you trust it with your life?The elements that made this movie possible can be found in social media communities as well.In a time when America's economy was crumbling and sense of community was in question, one guy left everything behind to see if he could survive solely on the support and goodwill of the 21st century's new town square: Craigslist.
- A great example of how SM was used in distribution of an entertainment product is Paramount’s use of eventful for their Paranormal Activity, which started screening in select cities in 2007 and in 2009 was released worldwide. Why was PA a success story? Because it was produced with a $15k budget and went on to gross over $190M worldwide."Paranormal" started popping up in cities and college markets for select midnight shows. Positive buzz went viral via Twitter and Facebook, and Paramount teamed with entertainment planning site Eventful to submit demands for the movie to be screened in their hometowns. From there, cities with the most demands got the movie, and the online buzz grew louder. The big breakthrough came after Paramount and Eventful dared 1,000,000 people to submit demands to see "Paranormal" in order for the movie to go national, which it did, just in time to scare up a high gross during Halloween season. Can show screenshot of Evenful, etc.How exactly did a $15,000 fright flick became a $100 million plus hit? "Paranormal" started popping up in cities and college markets for select midnight shows. Positive buzz went viral via Twitter and Facebook, and Paramount teamed with entertainment planning site Eventful to submit demands for the movie to be screened in their hometowns. From there, cities with the most demands got the movie, and the online buzz grew louder. The big breakthrough came after Paramount and Eventful dared 1,000,000 people to submit demands to see "Paranormal" in order for the movie to go national, which it did, just in time to scare up a high gross during Halloween season. MGM used Eventful to have fans request screenings of its comedy: Hot Tub Time Machine
- Before moving onto next slide: Q: How many people had heard of eventful before?Can show screenshot of Evenful, etc.How exactly did a $15,000 fright flick become a $100 million plus hit?
- Before moving to next slide:Q: So in what ways can you guys imagine using Eventful at your current company or for your own venture?
- [DON’T NEED:]MGM used Eventful to have fans request screenings of its comedy: Hot Tub Time Machine
- Twitter’s Tweet for Tracks application, which allowed movie fans to download the movie’s soundtrack as a reward for retweeting the link. They also held weekly tweetchats and hosted live online chats, wherein actors answered questions from their fans. (Source)Middle of Nowhere (DuVernay)
- Before showing the contents:Q: Ask people what are some unconventional ways they’ve seen the ent. Industry use SM for promotion?
- The new Facebook App is called the TRONiVerse. The application acts as a social media aggregator for all things Tron. It automatically pulls in posts, videos and photos from social networks like Twitter, Facebook, YouTube and Flickr and displays it on an interactive “grid.” Users can modify what kind of content they see by network or geographical location. Right now, with more than 700,000 individual posts collected, Disney is gearing it up to become a go-to hub for Tron’s social media presence.Original TRON: 1982.A sequel titled Tron: Legacy was directed by Joseph Kosinski and was released on December 17, 2010
- Another ‘unconventional’ way is to use FB timeline like a historian would. The TV series Dallas does exactly this. Because the movie’s timeline starts in year 1979, they present information about key incidents back then, through the timeline. Here’s a screenshot… (NEXT SLIDE)http://www.facebook.com/DallasTNT?ref=ts&fref=ts
- Q: Can we see this type of thing applied for a new product launch?What about Campbell’s soup?
- Back in June 2011, Lionsgate teamed up with thismoment.com, a startup social media management site, to launch a yearlong digital campaign for The Hunger Games.October included another Twitter stunt, this time meant to allow those ID makers to campaign online to be elected mayor of various districts of Panem. November marked the iTunes release of the main trailer, which received eight million views in its first 24 hours. On Dec. 15, 100 days before the movie’s release, the studio created a new poster and cut it into 100 puzzle pieces. It then gave digital versions of those pieces to 100 Web sites and asked them to post their puzzle piece on Twitter in lockstep. Fans had to search Twitter to put together the poster, either by printing out the pieces and cutting them out or using a program like Photoshop. “The Hunger Games” trended worldwide on Twitter within minutes.
- TheCapitol.pm was launched in Aug 29, 2011.Facebook: Over 800,000 fans so far have become virtual citizens of Panem, the fictional country in the novel, by visiting the Capitol Network, The Hunger Games main Facebook page, and registering their District pass, or digital ID card, that makes them a part of a district. From there, fans are assigned an occupation and prompted to join their specific District’s Facebook page.She and her team then launched a site called TheCapitol.pn that allowed fans to register for a district--a key component of the campaign. “That gave them an identity for this Hunger Games community, and it gave them an active role.” Fans could create their own district badges on Facebook, where they would connect to their district communities and be active participants.
- Tumblr: Fans who want to learn how to dress like they’re from the Capitol can visit the fashion magazine-inspired Capitol CoutureTumblr page and read stories on fashion trends and culture in the Capitol.
- Goal: maintain momentumAlso, creating roles within the communities
- Very creative and original
- Assigning separate hashtag comes from: “Those really helped us trend because each one of those milestones had its own identity and helped it to spread so easily” (Lionsgate’s SVP Digital Marketing)
- Hawaii Five-0 is an American police drama television series. It was January 14, 2013, Monday night at 10pm when this particular episode began. The episode narrated the story of a university professor who had been murdered. Eventually, the story went on to reveal three possible culprits... But we did not come to know as yet who the actual killer was!!!The motive of the three suspects were revealed on-air along with the corresponding hashtags #theBoss, #theTA and #theStudent. Votes were tallied in real time, and before the episode finished, the suspect with the most amount of audience votes was revealed on-air as the killer.This was for the first time in television, that a TV series allowed the audience to choose the ending of an episode in real time. ---------------------------------------------------------------------------------------------------------------------------------------In the early morning following the initial broadcast, GlobalTV.com/CBS.com released all three endings for people to watch online.
- The Voice is about a journey and it has been focusing on 24/7 storytelling and continuing all of the reality stories and experiences of the artists and the coaches and the rivalries between them. By cultivating the story online and providing a look behind the scenes, The Voice has become more than just a weekly television show - it's nonstop entertainment online, complemented by an hour or two of live performances every week.Stakeholder Twitterment: Every active stakeholder in the show had a twiiter account – The judges, the advisor's, the participants, the audience, and the show’s social media correspondentNBC Live / Zeebox: NBC Live was launched specifically for the voice, fans talk to each other in the social stream, polls, trivia, fun facts., users could also vote through it…The Voice Audition Tool: Users are encouraged to record their voice and video using their webcam via an online voice rating tool on the nbc website. It lets you test how ell you sing. Allows for official submission, and also sharing of your song on facebook.Live Tweet: The coaches live-tweet during the show and the feeds are broadcast onscreen in real time "so we continue the storytelling and enhance the experience for the viewers" even when the coach is not on camera.Social media Correspondent in the Social Media room (V-Room): The program even has its own Social Media correspondent (Alison Haislip) took fort in the Social media room. She keeps viewers up to date on Twitter trending and encourages further interactivity between the show’s judges and participants with the viewers. Contestant Profiles : Unlike other shows where fans are sequestered, the contestants all have their own pages set up through the NBC portal, so fans can stay in contact through their blogs, photos, facebook posts & Twitter feeds. The Voice successfully brings complete social engagement together with their product, incorporating total stakeholder involvement, customer empowerment, continual customer feedback integration, community engagement, and social engagement via the web
- Zeebox is like Spotify for TV watching. You can see what’s on now, what your friends are watching, what celebrities are watching. It’s up to you if you want to alert the world about what you’re watching, and you can tell them you’ve ‘booked’ an appointment with the voice. Click on any show and it pulls up related clips, photos, tweets, Web links, news, bios, on and on.Zeebox wants you to watch live TV, just as its partners, the broadcasters and cablers, do. Its revenue will come from selling them and their advertisers sponsored tags, display ads, sales of merchandise through the app and selling aggregated audience data back to broadcasters and studiosUsing zeebox, live enagement with the audience for the voice…
- When we look at the graphs and data on Twitter, we can see the peaks and valleys around the calls-to-action — the tweets, the hashtags and the performances, It is like watching The Matrix where they pull massive amounts of data. there are upwards of 3,000 tweets per minute, and when you're seeing that many tweets, one can really see trends and sentiment right way.Filtering tweets live becomes really interesting because as the show is progressing, the conversation around the show really transforms.-----------------------"We have to make sure it fits within broadcast standards, and we want to keep the tweets super fresh and relevant to what the viewers are seeing on TV."
- Mass Relevance is a social engagement platform for media, entertainment, retail and manufacturing brands to drive real-time, relevant, and curated social content experiences to engage audiences on any digital surface.
- We have learnt that a 9% increase in social media buzz, results in a 1% increase in ratings, (as shown by the video and also our class readings)…but it will be worth exploring the extent to which the advertising $ increase as a result of this increase in ratings…
- The script writer of a suspenseful movie thriller recently passed away. He had written his script in bits and pieces and had been unable to put the story together. Some of his written parts have also gone missing. The producer of the movie has decided to crowd source ideas to complete the missing parts of the script in order to develop an intriguing storyline. There are three parts to the script (Part 1, 2,3). The connectors A and B to the two parts have gone missing.