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collaboratecreate
DesigningGuestExperiencestoTakeAdvantageofSocialMedia
innovate
1Tuesday, November 23, 2010
SocialMediahasre‐wri?enthewaythatbrandsconnectwiththeiraudience,includingthemedentertainment
DaveCobb&AusEnHiceSco?TrowbridgeDAVIDC.COBBCreaEveDirector,Thinkwell
2Tuesday, November 23, 2010
IntroducEon:I’mDaveCobbfromThinkwell;wecreateimmersiveguestexperiencesinphysicalanddigitalenvironments:themeparks,a?racEons,museums,liveevents&shows,web‐basedsocialapplicaEons,games&animaEon
SUSANBONDSPresident&CEO,42Entertainment
3Tuesday, November 23, 2010
Leaderintransmediastorytellingandimmersiveexperiences,signatureproductisalternaterealitygames,whichhavecreatedanewcategoryofentertainmentwithARGslikeILoveBees,YearZero&DarkKnight
FLYNNLIVESwonaTHEAawardthisyearforhowitblendedaglobal,onlinecollaboraEvegamewithreal‐worldviralelementsandlocaEon‐baseda?racEons
GREGMALETICDesigner,“WishingStars”ApplicaEon
4Tuesday, November 23, 2010
Firstfan‐created,GPS‐enabledtheme‐parkscavengerhuntgameatDisneyland
EngagesfansinmulEpledownloadable“quests”throughthepark:trivia,photosafari,etc.
Creatorofdocumentary“TILT:TheBa?letoSavePinball”
JEFFVORISDirectorofAdvancedProjects,DisneyParks&ResortsOnline
5Tuesday, November 23, 2010
WaltDisneyParksandResortsOnlineoverseesonlinewebacEviEes,ecommerce,onlinea?racEonsandinformaEonsitesrepresenEngWaltDisneyThemeParksandResorts,they’rethepark’smanifestaEoninthedigitalworld.
DisneyParksBlogleveragesfandiscussionsanduser‐createdcontenttoevangelizetheDisneybrand
CreaEngcu_ng‐edgeonlineinteracEvegames&ameniEesthatbridgethegapbetweenonlineandtheparks(KimPossibleAdventrure,consumerphoneapps,today’sGowallapartnershipannouncement).
GABEZICHERMANNAuthor,“GameBasedMarkeEng”
6Tuesday, November 23, 2010
AnexpertandauthoronthesubjectofgamificaEonandengagementmechanics
HasadvisednumerouscorporaEonsonhowtoinspirecustomerloyaltythroughrewards,challenges&contests
collaboratecreate
DesigningGuestExperiencestoTakeAdvantageofSocialMedia
innovate
7Tuesday, November 23, 2010
AlthoughthebigplayerslikeDisney,UniversalandBuscharecertainlyleadingthewaywithinnovaEonsinsocialmedia,thescalabilityandaccessibilityofsocialmediatoolsarecreaEngopportuniEesforregionalparks,FECs(FamilyEntertainmentCenters)andindependentoperators.
Let’sdefinesomesimpletenetsofsocialmediaandhowtheymightapplytothespecificsoflocaEon‐basedentertainment:1. Findinganicheaudiencethatispassionateaboutengagement&co‐creaEon2. Haloeffectbeyondniche;tastemakers&word‐of‐mouth
MisconcepEonsorfearsaboutsocialmedia;Iproposesix“fears”thataremostdefinitely“possibiliEes”.
WTF?
8Tuesday, November 23, 2010
What are we talking about today? Here’s what we’re NOT talking about...
12Tuesday, November 23, 2010
All of these things are tools to serve something bigger; a guest experience that is compelling.
collaboratecreate
DesigningGuestExperiencestoTakeAdvantageofSocialMedia
innovate
14Tuesday, November 23, 2010
AlthoughthebigplayerslikeDisney,UniversalandBuscharecertainlyleadingthewaywithinnovaEonsinsocialmedia,thescalabilityandaccessibilityofsocialmediatoolsarecreaEngopportuniEesforregionalparks,FECs(FamilyEntertainmentCenters)andindependentoperators.
Let’sdefinesomesimpletenetsofsocialmediaandhowtheymightapplytothespecificsoflocaEon‐basedentertainment:1. Findinganicheaudiencethatispassionateaboutengagement&co‐creaEon2. Haloeffectbeyondniche;tastemakers&word‐of‐mouth
MisconcepEonsorfearsaboutsocialmedia;Iproposesix“fears”thataremostdefinitely“possibiliEes”.
1.“SOCIALMEDIAISAFAD”
15Tuesday, November 23, 2010
Howmanyinaudiencehave/use:‐FACEBOOK‐EMAIL‐SMARTPHONE‐WEB
2.“SOCIALMEDIAPUTSYOURNARRATIVEMESSAGEINTHEHANDSOFYOURGUESTS”–FORBETTERORWORSE
16Tuesday, November 23, 2010
TheFear:theever‐presentdiscussionboardtrolls!
TheChallenge:maintainingtransparencyandauthenEcity,nowdemandedbytheaudiencemorethanever,andeasierthaneverforthemtodisproveandexploit
TheOpportunity:thebuilt‐inauthenEcityandevangelisEcqualiEesofreal‐worldguestexperiences‐RegionalparksinparEcularcanleveragethis“localauthenEcity”‐LBEexperiencesareinherentlyshareable,immediateuseofsocialmediaisthe“vacaEonslideshow”ofourgeneraEon
17Tuesday, November 23, 2010
TheFear:theever‐presentdiscussionboardtrolls!
TheChallenge:maintainingtransparencyandauthenEcity,nowdemandedbytheaudiencemorethanever,andeasierthaneverforthemtodisproveandexploit
TheOpportunity:thebuilt‐inauthenEcityandevangelisEcqualiEesofreal‐worldguestexperiences‐RegionalparksinparEcularcanleveragethis“localauthenEcity”‐LBEexperiencesareinherentlyshareable,immediateuseofsocialmediaisthe“vacaEonslideshow”ofourgeneraEon
3.“SOCIALMEDIACANCHANGEFASTERTHANYOURPARK”
18Tuesday, November 23, 2010
TheFear:LBEisanespeciallylong‐leadbusinessintermsofnewproductdevelopment
TheChallenge:keepingyourbrandfresh
TheOpportunity:socialmediacankeepanaudienceengagedin‐betweenmajordevelopmentsandleveragesmallerevents&opportuniEes;Eme&placema?erlessinsocialmedia,sotheycanextendyourLBE’sEmeandplace
4.“SOCIALMEDIATAKESTHEFOCUSOFFTHETHEMED
EXPERIENCE”
19Tuesday, November 23, 2010
TheFear:guestswillspendtheirEmewiththeirnosesintheirphones
TheChallenge:theyalreadyare.Needtobalanceallcontent,bothonlineandreal‐world,tosupporteachother
TheOpportunity:makingsocialmediafeellikeanaturalpartoftheexperience‐Leveragingthat“always‐connected‐to‐friends”feelingcanenhanceguestcomfort,afeelingofsafetyandsecurity‐Guestsareonlybecomingmorea?achedtotheirdevicesasfamiliarpointsofcontacttotheworld,introducingabitoflocaEon‐basedmagicmakesthemfeelclosertotheexperience‐SocialmediacanaddaddiEonalcontentthatwouldbeimpossibletoincludeinthereal‐worldversion(for“deepdivers”)
20Tuesday, November 23, 2010
TheFear:guestswillspendtheirEmewiththeirnosesintheirphones
TheChallenge:theyalreadyare.Needtobalanceallcontent,bothonlineandreal‐world,tosupporteachother
TheOpportunity:makingsocialmediafeellikeanaturalpartoftheexperience‐Leveragingthat“always‐connected‐to‐friends”feelingcanenhanceguestcomfort,afeelingofsafetyandsecurity‐Guestsareonlybecomingmorea?achedtotheirdevicesasfamiliarpointsofcontacttotheworld,introducingabitoflocaEon‐basedmagicmakesthemfeelclosertotheexperience‐SocialmediacanaddaddiEonalcontentthatwouldbeimpossibletoincludeinthereal‐worldversion(for“deepdivers”)
5.“THEVIRTUALISREPLACINGTHEREAL”
21Tuesday, November 23, 2010
TheFear:thatsocialmediaexperiences,videogamesanddigitalcontentiserasingtheneedtogooutanymore
TheChallenge:realizingthattherewillalwaysbeaneedforsocialinteracEonandcatharsis
TheOpportunity:themoreyoursocialmediaenablesandenhancesthosechancesforsocialinteracEon,themoresuccessfultheywillbe
22Tuesday, November 23, 2010
TheFear:thatsocialmediaexperiences,videogamesanddigitalcontentiserasingtheneedtogooutanymore
TheChallenge:realizingthattherewillalwaysbeaneedforsocialinteracEonandcatharsis
TheOpportunity:themoreyoursocialmediaenablesandenhancesthosechancesforsocialinteracEon,themoresuccessfultheywillbe
6.“SOCIALMEDIAISAPOLARIZINGDEMOGRAPHIC”
23Tuesday, November 23, 2010
TheFear:socialmediaisjustforkids,andunfamiliartoalargesegmentofLBEguests
TheChallenge:…convincingyourbossesthat’snottrue!Also,creaEngsocial‐mediaexperiencesthatimproveLBEbutdon’tdetractifaguestdoesn’tparEcipateinthem
TheOpportunity:creaEngexperiencesthatmayseemtoa?ractanicheaudience,butwhoseinfluenceandhaloeffectspreadsmuchfurther
24Tuesday, November 23, 2010
TheFear:socialmediaisjustforkids,andunfamiliartoalargesegmentofLBEguests
TheChallenge:…convincingyourbossesthat’snottrue!Also,creaEngsocial‐mediaexperiencesthatimproveLBEbutdon’tdetractifaguestdoesn’tparEcipateinthem
TheOpportunity:creaEngexperiencesthatmayseemtoa?ractanicheaudience,butwhoseinfluenceandhaloeffectspreadsmuchfurther
1.“SOCIALMEDIAISAFAD”
25Tuesday, November 23, 2010
Ifyouthinkthat,you’renotpayinga?enEon
It’spartandparcelofwhattheaudiencewantsinANYentertainmentexperiencea. Spectacle i. LBE:wowmoments! ii. SocialMedia:sharingthosewowmoments,personalizingtheminuniquewaysb. Community i. LBE:likesi_ngaroundthecampfire,sharingmomentswithfriendsfamily ii. SocialMedia:sharingwithfriendsandfamilyregardlessoflocaEon,connecEngwithlike‐mindedfansc. Place i. LBE:placesthatareuniqueandunlikeanywhereelseintheworld ii. SocialMedia:creaEngpersonalizaEonandaone‐on‐oneconnecEonwithaplace,extendingthatexperiencebeyondplaced. Time i. LBE:momentsinEmedefinedbythethreeabovethings ii. SocialMedia:extendingthatexperiencebeyondEmeatLBE,enEcingreturnvisitse. Quality i. LBE:guestswillpayforapremiumexperience ii. SocialMedia:value‐addedaddiEons&opEonsthatenhanceexisEngproducts,and/orenablemarkeEngforaddiEonalup‐chargeandpremiumproducts
• SPECTACLE
• COMMUNITY
• PLACE
• TIME
• QUALITY
26Tuesday, November 23, 2010
Ifyouthinkthat,you’renotpayinga?enEon
It’spartandparcelofwhattheaudiencewantsinANYentertainmentexperiencea. Spectacle i. LBE:wowmoments! ii. SocialMedia:sharingthosewowmoments,personalizingtheminuniquewaysb. Community i. LBE:likesi_ngaroundthecampfire,sharingmomentswithfriendsfamily ii. SocialMedia:sharingwithfriendsandfamilyregardlessoflocaEon,connecEngwithlike‐mindedfansc. Place i. LBE:placesthatareuniqueandunlikeanywhereelseintheworld ii. SocialMedia:creaEngpersonalizaEonandaone‐on‐oneconnecEonwithaplace,extendingthatexperiencebeyondplaced. Time i. LBE:momentsinEmedefinedbythethreeabovethings ii. SocialMedia:extendingthatexperiencebeyondEmeatLBE,enEcingreturnvisitse. Quality i. LBE:guestswillpayforapremiumexperience ii. SocialMedia:value‐addedaddiEons&opEonsthatenhanceexisEngproducts,and/orenablemarkeEngforaddiEonalup‐chargeandpremiumproducts
collaboratecreate
DesigningGuestExperiencestoTakeAdvantageofSocialMedia
innovate
Q&A
27Tuesday, November 23, 2010
collaboratecreate
DesigningGuestExperiencestoTakeAdvantageofSocialMedia
innovate
• SUSANBONDS
• GREGMALETIC
• JEFFVORIS
• GABEZICHERMANN
www.42entertainment.com
gregmale0c.wordpress.com
disneyparks.disney.go.com
gamifica0on.co
www.thinkwellgroup.com
28Tuesday, November 23, 2010
Thankstoourpanelists!