Designing Guest Experiences to Take Advantage of …€¦ · · 2012-09-04create collaborate...
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collaborate create Designing Guest Experiences to Take Advantage of Social Media innovate 1 Tuesday, November 23, 2010 Social Media has re‐wri?en the way that brands connect with their audience, including themed entertainment
Transcript of Designing Guest Experiences to Take Advantage of …€¦ · · 2012-09-04create collaborate...
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...
9Tuesday, November 23, 2010
We’re not talking about Twitter.
10Tuesday, November 23, 2010
We’re not talking about Facebook.
11Tuesday, November 23, 2010
Nottalkingaboutdevices.
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All of these things are tools to serve something bigger; a guest experience that is compelling.
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(Video from 42 Entertainment)
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”
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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”
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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!
