Social Media in the Entertainment Industry

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



• Entertaining

• Dynamic

• Familiar to everyone

• Team background

•Framework transferrable across industries

• Experiencing the Web 2.0 transformation

Why did we choose thisindustry?



The old way

How did the entertainment industry conventionallyleverage Social Media?

•

Promotion

• Low-level Engagement



PARADIGM SHIFT

Web 2.0 – Social media and the era of the prosumer

A. Ideation B. Funding C. Production

D. DistributionE. PromotionF. Broadcast



Crowd Sourcing



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"



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



A. IDEATIONA. Ideation



Ideas – Amazon Studios

Crowdsourcing of ideas and reviews

• Mission: Make theatrical motion pictures and

episodic series

• Character driven, children shows or primetime

adult comedy




Buck Plaidsheep, the courageous critter from Fleecy

farm, will face any danger and solve any problem.

VS




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.

+



B. FUNDING

B. Funding



Crowdfunding– Star Trek

• Star Trek Voyager

•

Star Trek Deep Space Nine





Crowdfunding– Star Trek

• Star Trek Enterprise



WHAT THE HELL WAS THAT?

1) Poor acting

2) Implausible sci-fi

3) Bad writing





Crowdfunding– Star Trek:Renegades



C. Production



Division of Labour – Star wars Uncut

• July 2009

•

April 2010

• June 2010

http://www.youtube.com/watch?v=7ezeYJUz-84



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?



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

http://www.youtube.com/watch?v=J0mwP3e0zO8



• 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

TWITTAMENTARY

documentaries



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

http://www.craigslistjoe.com/



D. Distribution



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



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







E. Promotion



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



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



FB App

Link

http://apps.facebook.com/troniverse/?fb_source=search&ref=ts&fref=ts






facebook’s timeline: dallas





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



800,000 signed up as residents of Panem a yearbefore the screening

Thecapital.pn: Community BUILDING

Tumblr: Expanding the



Tumblr: Expanding the universe

Twitter: COMMUNITY



Twitter: COMMUNITY engagement

v y



connecting everything together

• Began on Dec 15,

100 days prior to

release

• Released 1 piece

of the puzzle each

day

http://www.youtube.com/watch?v=AbA-pIEe1WM



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!



F. Broadcast

Co CREATION



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



Entertainment & CO Creation



#theBoss #theTA #theStudent

w V w

https://www.youtube.com/watch?v=p17Qo8YG-8Q



How a TV Show Became a 24/7 Social Media Conversation

1 Stake holder



.

Judges

Participants

AudienceAdvisors

DigitalCorrespo

ndent

1. Stake holder twitterment

2 SOCIAL MEDIA ROOM V ROOM



2. SOCIAL MEDIA ROOM: V-ROOM

3 Old: NBC LIVe | New: zeebox

http://www.youtube.com/watch?v=Mhixj3uudww




3. Old: NBC LIVe | New: zeebox

4 Contestant profiles





4. Contestant profiles

#TheVoice5 Live



Call to action for

viewers

Creating

emotional ties

Judge Gossip:

provoking audience

Digital correspondent:

Community engagement

#TheVoice5. Live



The IMPACT of CO creation



The IMPACT of CO-creation

Social co-viewing experience

Real time engagement

24/7 Storytelling

Questions worth exploring

https://www.facebook.com/photo.php?v=10101182276061258&set=vb.210609815635988&type=3&theater



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



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



Team A

Amir

Team B

Juan

Team C

Prashant

Team D

David

Class activity



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



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.



How was the experience?

Do you think there are more merits to

crowdsourcing than working

independently?

What are the implications for IntellectualProperty rights?



Social Media in the Entertainment Industry

Documents