Transcript Chapter 7 - Faculty Web Sites

SOCIAL
ENTERTAINMENT
7
Learning Objectives (1)
 How can social media marketers use social
entertainment to meet branding objectives?
 What are the types of social entertainment?
 Why is social entertainment an effective
approach for engaging target audiences?
 What is branded entertainment? How is it
distinguished from content marketing used in
social publishing?
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Learning Objectives (2)
 What are the characteristics of social games and
gamer segments?
 How can marketers effectively use social games?
 How are alternate reality games different from
other social games?
 In what ways are marketers using social music,
social television, and social celebrity to share
brand messaging?
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Social Entertainment Zone
Social Media Marketing, 2e©
© Tracy L. Tuten and Michael R. Solomon 2015
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Social Entertainment
 Social entertainment encompasses the digital and
social forms of entertainment media.
 Social games
 Casual, social games
 Socially-enabled video games
 Alternate reality games (ARGs)
 Social music
 Social television
Social Media Marketing, 2e©
© Tracy L. Tuten and Michael R. Solomon 2015
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What is Social Branded
Entertainment?
When brands create owned vehicles of
branded content, in the form of games,
music, or film, which is participatory
and shareable via digital connections,
that is social branded entertainment.
Social Media Marketing, 2e©
Social Entertainment as Play
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Play as power
Play as identity
Play as fantasy
Play as frivolity
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What is a Social Game?
Social games are multiplayer, competitive,
goal-oriented activities with defined rules
of engagement and online connectivity
among players.
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What is a Social Game?
Social games are multiplayer,
competitive, goal-oriented activities
with defined rules of engagement and
online connectivity among players.
Social Media Marketing, 2e©
Typical Elements of Social Games
Leaderboards
Achievement badges
Friend lists
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Gamer Segments
Casual
Hardcore
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How Can We Characterize
Social Games?
Platform
Mode
Milieu
Genre
Social Media Marketing, 2e©
© Tracy L. Tuten and Michael R. Solomon 2015
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Genres
Simulation
Action
RolePlaying
Strategy
Social Media Marketing, 2e©
© Tracy L. Tuten and Michael R. Solomon 2015
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Options for Game-Based Marketing
 In-game advertising
 Product placement
 Brand integration
 Advergames
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For Discussion:
Is Water the Enemy?
 Gatorade’s Bolt game portrayed water as the
enemy.
 The game met its objectives, achieving 2 million
downloads, 87 million plays, and millions of brand
impressions.
 While illustrating the value of social advergames,
did it cross a line?
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Why Do Social Games Work
For Marketers?
 Gamers are open to advertising content in games.
 Brands benefit when they associate with a
successful game.
 Players identify with the brands their characters
use, increasing brand involvement.
 Branding within a game’s story is an unobtrusive
way to share a brand’s core message.
 Targeting to specific groups is possible.
 Marketers can measure a game’s promotional
value.
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ARGs: An Intensive Form
of Social Game
An ARG is a cross-media genre of interactive
fiction using multiple delivery and
communications media, which may include
traditional media such as television, radio,
newspapers, and postal service and digital media.
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The Vocabulary of ARGs
 Puppet master: The authors, architects, and
managers of the story and its scenarios and
puzzles.
 Curtain: The invisible line separating the players
from the puppet masters.
 Rabbit hole: The clue or site that initiates the
game.
 Collective detective: A term that captures the
notion of collaboration among a team of
geographically dispersed players who work
together to flesh out the story.
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The Vocabulary of ARGs
 Lurkers and rubberneckers: Lurkers follow the
game but do not actively participate;
rubberneckers participate in forums but do not
actively play.
 Steganography: The tactic of hiding messages
within another medium so that the message is
undetectable for those who do not know to look
for it.
 Trail: A reference index of the game including
relevant sites, puzzles, in-game characters, and
other information.
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How Can We Evaluate the
Effectiveness of an ARG?
 Number of active players
 Number of lurkers and rubberneckers
 Rate of player registration
 Number of player messages generated
 Traffic at sites affiliated with the ARG
 Number of forum postings
 Average play time
 Media impressions made through ARG-generated
publicity
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For Discussion: Disney’s
The Optimist
 Explore The Optimist’s main character, Amalia,
using her Twitter account, @storyorbit, or other
summaries of the story.
 Is it compelling? Does it involve you in the Disney
brand?
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Other Forms of
Social Entertainment
Social Music
Social Television
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Options for Marketing with
Social Music
 In-Network Advertising
 Social music is primarily based around cloud
services providing streamed sound.
 Brands can include many types of ads on social
music sites, including audio ads, display ads,
billboard ads
 Immersive Branding ->
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Options for Marketing with
Social Music
 Immersive Branding
 A more integrated option
 Recent examples include branded playlists and
branded microsites that focus around artists or
styles of music that target markets value.
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Social TV
 Social TV is technology that supports
communication and social interaction
in either the context of watching
television or related to TV content.
 The experience of watching TV is
enhanced by social media.
 The phenomenon relates to social
celebrity and the rise of
“microcelebrities”.
 GetGlue -> Tvtag -> gone
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Recap and Questions (1)
 How can social media marketers use social
entertainment to meet branding objectives?
 What are the types of social entertainment?
 Why is social entertainment an effective approach
for engaging target audiences?
 What is branded entertainment? How is it
distinguished from content marketing used in
social publishing?
7-26
Recap and Questions (2)
 What are the characteristics of social games and
gamer segments? How can marketers effectively
use social games?
 How are alternate reality games different from
other social games?
 In what ways are marketers using social music,
social television, and social celebrity to share
brand messaging?
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Brands can create owned vehicles
of social entertainment by
creating branded content (a
category of branded
entertainment) whether it be
games, music, or film. This
option is known as ________
Branded
entertainment
Social Media Marketing, 2e©
How are Netflix Originals related to
social media?
The Netflix Social Sharing app
enables viewers to share and
discuss what they’re watching in
Facebook.
Social Media Marketing, 2e©
Play and the motivations for
individuals to participate
include what four aspects of
play?
Power, identity,
fantasy and frivolity
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________ make up the largest
active area of social
entertainment.
Social games
Social Media Marketing, 2e©
We define a ___________ as a
multiplayer, competitive, goaloriented activity with defined
rules of engagement and online
connectivity among a community of
players.
Social game
Social Media Marketing, 2e©
Estimates suggest that 32% of the
time people spend on a smartphone
is dedicated to ___________
Game play
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Overall games exhibit a high
degree of _______, describes the
ability of a medium to attract an
audience and keep that audience.
stickiness
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A ______________ refers to the
hardware systems on which the
game is played.
Game
platform
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__________ refers to the way the
game world is experienced, while
_________ describes the visual nature
of the game, such as science fiction,
fantasy, horror, and retro.
Mode / milieu
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RPG stands for ________ and
MMPORPG stands for ________.
Role playing games / massive
multi-player online role
playing games
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A(n) _________ is a game that
delivers a branded message,
compared to a(n) ________ that is
integrated into a game’s
environment as billboards, movie
posters, etc.
Advergame /
display ad
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______ ads are hard-coded into
the game and ensure that all
players view the advertising,
while _____ ads are variable;
they change based on specified
criteria.
Static /
dynamic
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_________ is the idea that there
are way too many games out there
that compete for players’
attention.
Game clutter
Social Media Marketing, 2e©
ARGs are _________________
Alternate
reality games
Social Media Marketing, 2e©
Game characters, events, places,
and plot are imagined and
explored by the game writers of
ARGs, known as ___________
Puppet
masters
Social Media Marketing, 2e©