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7/29/2019 Social Media in the Entertainment Industry
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Social Media in theEntertainment Industry
Juan Bernal
Prashant Rajaram
Amir Sajad
David Ng
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• Entertaining
• Dynamic
• Familiar to everyone
• Team background
•Framework transferrable across industries
• Experiencing the Web 2.0 transformation
Why did we choose thisindustry?
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The old way
How did the entertainment industry conventionallyleverage Social Media?
•
Promotion
• Low-level Engagement
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PARADIGM SHIFT
Web 2.0 – Social media and the era of the prosumer
A. Ideation B. Funding C. Production
D. DistributionE. PromotionF. Broadcast
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Crowd Sourcing
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What is Crowdsourcing?
"Crowdsourcing is a type of participative online activity inwhich an individual, an institution, a non-profit organization,or company proposes to a group of individuals of varyingknowledge, heterogeneity, and number, via a flexible opencall, the voluntary undertaking of a task. The undertaking of the task, of variable complexity and modularity, and in whichthe 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 willobtain and utilize to their advantage that what the user hasbrought to the venture, whose form will depend on the typeof activity undertaken"
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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
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A. IDEATIONA. Ideation
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Ideas – Amazon Studios
Crowdsourcing of ideas and reviews
• Mission: Make theatrical motion pictures and
episodic series
• Character driven, children shows or primetime
adult comedy
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Ideas – Amazon Studios
Buck Plaidsheep, the courageous critter from Fleecy
farm, will face any danger and solve any problem.
VS
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Ideas – Amazon Studios
Supanatural is an animated comedy series about twooutspoken divas who are humanity's last line of defenseagainst the supernatural, when they're not working atthe mall.
+
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B. FUNDING
B. Funding
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Crowdfunding– Star Trek
• Star Trek Voyager
•
Star Trek Deep Space Nine
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Crowdfunding– Star Trek
• Star Trek Enterprise
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WHAT THE HELL WAS THAT?
1) Poor acting
2) Implausible sci-fi
3) Bad writing
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Crowdfunding– Star Trek:Renegades
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C. Production
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Division of Labour – Star wars Uncut
• July 2009
•
April 2010
• June 2010
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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?
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Social Films
Him, Her and ThemA 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
documentaries
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• 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
TWITTAMENTARY
documentaries
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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
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D. Distribution
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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
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eventful’s CEO on Paranormal
“Part of it is [ that] the movie genuinely
terrified people,
But I think a lot of [the movie’ssuccess] 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
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E. Promotion
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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
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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
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FB App
Link
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facebook’s timeline: dallas
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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
y
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800,000 signed up as residents of Panem a yearbefore the screening
Thecapital.pn: Community BUILDING
Tumblr: Expanding the
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Tumblr: Expanding the universe
Twitter: COMMUNITY
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Twitter: COMMUNITY engagement
v y
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connecting everything together
• Began on Dec 15,
100 days prior to
release
• Released 1 piece
of the puzzle each
day
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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 notnew comers
• Seek an exemption from Facebook for their rigid
format requirements• Be creative and bold. Do something original!
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F. Broadcast
Co CREATION
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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
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Entertainment & CO Creation
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#theBoss #theTA #theStudent
w V w
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How a TV Show Became a 24/7 Social Media Conversation
1 Stake holder
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.
Judges
Participants
AudienceAdvisors
DigitalCorrespo
ndent
1. Stake holder twitterment
2 SOCIAL MEDIA ROOM V ROOM
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2. SOCIAL MEDIA ROOM: V-ROOM
3 Old: NBC LIVe | New: zeebox
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3. Old: NBC LIVe | New: zeebox
4 Contestant profiles
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4. Contestant profiles
#TheVoice5 Live
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Call to action for
viewers
Creating
emotional ties
Judge Gossip:
provoking audience
Digital correspondent:
Community engagement
#TheVoice5. Live
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The IMPACT of CO creation
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The IMPACT of CO-creation
Social co-viewing experience
Real time engagement
24/7 Storytelling
Questions worth exploring
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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?
Summary: KEY TAKEAWAYS
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Summary: KEY TAKEAWAYS1. 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.
Class activity
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Team A
Amir
Team B
Juan
Team C
Prashant
Team D
David
Class activity
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Part 1
Part 2
Part 3
Connector A
Connector B
There are three parts to the script (Part 1,
2 and 3). The connectors A and B to the
two parts have gone missing.
• Crowd: 5 minutes to read and post ideas
for both connectors A and B
• Word Limit: Around 50 words
• Editors: 2 additional minutes to choose
(or tweak) the best ideas and repost theentire story under your team’s thread
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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 uppercut….
[WRITE Connector B HERE]
Part 3: [The Romance]
And then she flung her arms around his neck, and gave him a soft kiss.
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How was the experience?
Do you think there are more merits to
crowdsourcing than working
independently?
What are the implications for IntellectualProperty rights?