Designing
Guest
Experiences
to                         Take
Advantage
of
Social
Media                                     ...
DAVID
C.
COBB                                                                                         Dave
Cobb
&
AusEn
Hi...
SUSAN
BONDS                                                                                                 President
&
CE...
GREG
MALETIC                                                                                             Designer,
“Wishin...
JEFF
VORIS                                                      Director
of
Advanced
Projects,
Disney
Parks
&
Resorts
Onli...
GABE
ZICHERMANN                                                                                                 Author,
“G...
Designing
Guest
Experiences
to                         Take
Advantage
of
Social
Media                                     ...
WTF?Tuesday, November 23, 2010                                                8What are we talking about today? Here’s wha...
Tuesday, November 23, 2010         9We’re not talking about Twitter.
Tuesday, November 23, 2010          10We’re not talking about Facebook.
Tuesday, November 23, 2010   11Not
talking
about
devices.
Tuesday, November 23, 2010                                                                        12All of these things ar...
Tuesday, November 23, 2010      13(Video from 42 Entertainment)
Designing
Guest
Experiences
to                         Take
Advantage
of
Social
Media                                     ...
1.
“SOCIAL
MEDIA
IS
A
FAD”Tuesday, November 23, 2010                                     15How
many
in
audience
have/use:
...
2.
“SOCIAL
MEDIA
PUTS
YOUR
                                            NARRATIVE
MESSAGE
IN
THE
                          ...
Tuesday, November 23, 2010                                                                                                ...
3.
“SOCIAL
MEDIA
CAN
CHANGE                                             FASTER
THAN
YOUR
PARK”Tuesday, November 23, 2010  ...
4.
“SOCIAL
MEDIA
TAKES
THE
                                                FOCUS
OFF
THE
THEMED
                          ...
Tuesday, November 23, 2010                                                                                                ...
5.
“THE
VIRTUAL
IS
REPLACING                                                     THE
REAL”Tuesday, November 23, 2010      ...
Tuesday, November 23, 2010                                                                                                ...
6.
“SOCIAL
MEDIA
IS
A                                             POLARIZING
DEMOGRAPHIC”Tuesday, November 23, 2010       ...
Tuesday, November 23, 2010                                                                                                ...
1.
“SOCIAL
MEDIA
IS
A
FAD”Tuesday, November 23, 2010                                                                      ...
•    SPECTACLE                                                     •    COMMUNITY                                         ...
Designing
Guest
Experiences
to                         Take
Advantage
of
Social
Media                             Q
&
A   ...
Designing
Guest
Experiences
to                         Take
Advantage
of
Social
Media                             •   SUSA...
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Designing
 Guest 
Experiences 
to Take 
Advantage
 of
 Social 
Media (NOV 2010)

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David Cobb, Sr. Creative Director from Thinkwell Group, led a discussion at IAAPA Expo 2010 about the burgeoning use of social media tools in themed-entertainment environments. Guest panelists included Susan Bonds (42 Entertainment), Greg Maletic (Wishing Stars app), Jeff Voris (Disney Parks & Resorts Online) & Gabe Zichermannn (Gamification Co.).

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Designing
 Guest 
Experiences 
to Take 
Advantage
 of
 Social 
Media (NOV 2010)

  1. 1. Designing
Guest
Experiences
to Take
Advantage
of
Social
Media create collaborate innovateTuesday, November 23, 2010 1Social
Media
has
re‐wri?en
the
way
that
brands
connect
with
their
audience,
including
themed
entertainment
  2. 2. DAVID
C.
COBB Dave
Cobb
&
AusEn
Hice Sco?
Trowbridge CreaEve
Director,
Thinkwell
Tuesday, November 23, 2010 2IntroducEon:
I’m
Dave
Cobb
from
Thinkwell;
we
create
immersive
guest
experiences
in
physical
and
digital
environments:
theme
parks,
a?racEons,
museums,
live
events
&
shows,
web‐based
social
applicaEons,
games
&
animaEon
  3. 3. SUSAN
BONDS President
&
CEO,
42
EntertainmentTuesday, November 23, 2010 3Leader
in
transmedia
storytelling
and
immersive
experiences,
signature
product
is
alternate
reality
games,
which
have
created
a
new
category
of
entertainment
with
ARGs
like
I
Love
Bees,
Year
Zero
&
Dark
KnightFLYNN
LIVES
won
a
THEA
award
this
year
for
how
it
blended
a
global,
online
collaboraEve
game
with
real‐world
viral
elements
and
locaEon‐based
a?racEons
  4. 4. GREG
MALETIC Designer,
“Wishing
Stars”
ApplicaEonTuesday, November 23, 2010 4First
fan‐created,
GPS‐enabled
theme‐park
scavenger
hunt
game
at
DisneylandEngages
fans
in
mulEple
downloadable
“quests”
through
the
park:
trivia,
photo
safari,
etc.Creator
of
documentary
“TILT:
The
Ba?le
to
Save
Pinball”
  5. 5. JEFF
VORIS Director
of
Advanced
Projects,
Disney
Parks
&
Resorts
Online
Tuesday, November 23, 2010 5Walt
Disney
Parks
and
Resorts
Online
oversees
online
web
acEviEes,
ecommerce,
online
a?racEons
and
informaEon
sites
represenEng
Walt
Disney
Theme
Parks
and
Resorts,
they’re
the
park’s
manifestaEon
in
the
digital
world.Disney
Parks
Blog
leverages
fan
discussions
and
user‐created
content
to
evangelize
the
Disney
brandCreaEng
cu_ng‐edge
online
interacEve
games
&
ameniEes
that
bridge
the
gap
between
online
and
the
parks
(Kim
Possible
Adventrure,
consumer
phone
apps,
today’s
Gowalla
partnership
announcement).
  6. 6. GABE
ZICHERMANN Author,
“Game
Based
MarkeEng”Tuesday, November 23, 2010 6An
expert
and
author
on
the
subject
of
gamificaEon
and
engagement
mechanicsHas
advised
numerous
corporaEons
on
how
to
inspire
customer
loyalty
through
rewards,
challenges
&
contests
  7. 7. Designing
Guest
Experiences
to Take
Advantage
of
Social
Media create collaborate innovateTuesday, November 23, 2010 7Although
the
big
players
like
Disney,
Universal
and
Busch
are
certainly
leading
the
way
with
innovaEons
in
social
media,
the
scalability
and
accessibility
of
social
media
tools
are
creaEng
opportuniEes
for
regional
parks,
FECs
(Family
Entertainment
Centers)
and
independent
operators.Let’s
define
some
simple
tenets
of
social
media
and
how
they
might
apply
to
the
specifics
of
locaEon‐based
entertainment:1.
 Finding
a
niche
audience
that
is
passionate
about
engagement
&
co‐creaEon2.
 Halo
effect
beyond
niche;
tastemakers
&
word‐of‐mouthMisconcepEons
or
fears
about
social
media;
I
propose
six
“fears”
that
are
most
definitely
“possibiliEes”.
  8. 8. WTF?Tuesday, November 23, 2010 8What are we talking about today? Here’s what we’re NOT talking about...
  9. 9. Tuesday, November 23, 2010 9We’re not talking about Twitter.
  10. 10. Tuesday, November 23, 2010 10We’re not talking about Facebook.
  11. 11. Tuesday, November 23, 2010 11Not
talking
about
devices.
  12. 12. Tuesday, November 23, 2010 12All of these things are tools to serve something bigger; a guest experience that is compelling.
  13. 13. Tuesday, November 23, 2010 13(Video from 42 Entertainment)
  14. 14. Designing
Guest
Experiences
to Take
Advantage
of
Social
Media create collaborate innovateTuesday, November 23, 2010 14Although
the
big
players
like
Disney,
Universal
and
Busch
are
certainly
leading
the
way
with
innovaEons
in
social
media,
the
scalability
and
accessibility
of
social
media
tools
are
creaEng
opportuniEes
for
regional
parks,
FECs
(Family
Entertainment
Centers)
and
independent
operators.Let’s
define
some
simple
tenets
of
social
media
and
how
they
might
apply
to
the
specifics
of
locaEon‐based
entertainment:1.
 Finding
a
niche
audience
that
is
passionate
about
engagement
&
co‐creaEon2.
 Halo
effect
beyond
niche;
tastemakers
&
word‐of‐mouthMisconcepEons
or
fears
about
social
media;
I
propose
six
“fears”
that
are
most
definitely
“possibiliEes”.
  15. 15. 1.
“SOCIAL
MEDIA
IS
A
FAD”Tuesday, November 23, 2010 15How
many
in
audience
have/use:
‐FACEBOOK‐EMAIL‐SMARTPHONE‐WEB
  16. 16. 2.
“SOCIAL
MEDIA
PUTS
YOUR
 NARRATIVE
MESSAGE
IN
THE
 HANDS
OF
YOUR
GUESTS”
–
 FOR
BETTER
OR
WORSETuesday, November 23, 2010 16The
Fear:
the
ever‐present
discussion
board
trolls!
The
Challenge:
maintaining
transparency
and
authenEcity,
now
demanded
by
the
audience
more
than
ever,
and
easier
than
ever
for
them
to
disprove
and
exploitThe
Opportunity:
the
built‐in
authenEcity
and
evangelisEc
qualiEes
of
real‐world
guest
experiences‐
Regional
parks
in
parEcular
can
leverage
this
“local
authenEcity”‐
LBE
experiences
are
inherently
shareable,
immediate
use
of
social
media
is
the
“vacaEon
slide
show”
of
our
generaEon
  17. 17. Tuesday, November 23, 2010 17The
Fear:
the
ever‐present
discussion
board
trolls!
The
Challenge:
maintaining
transparency
and
authenEcity,
now
demanded
by
the
audience
more
than
ever,
and
easier
than
ever
for
them
to
disprove
and
exploitThe
Opportunity:
the
built‐in
authenEcity
and
evangelisEc
qualiEes
of
real‐world
guest
experiences‐
Regional
parks
in
parEcular
can
leverage
this
“local
authenEcity”‐
LBE
experiences
are
inherently
shareable,
immediate
use
of
social
media
is
the
“vacaEon
slide
show”
of
our
generaEon
  18. 18. 3.
“SOCIAL
MEDIA
CAN
CHANGE FASTER
THAN
YOUR
PARK”Tuesday, November 23, 2010 18The
Fear:
LBE
is
an
especially
long‐lead
business
in
terms
of
new
product
developmentThe
Challenge:
keeping
your
brand
freshThe
Opportunity:
social
media
can
keep
an
audience
engaged
in‐between
major
developments
and
leverage
smaller
events
&
opportuniEes;
Eme
&
place
ma?er
less
in
social
media,
so
they
can
extend
your
LBE’s
Eme
and
place
  19. 19. 4.
“SOCIAL
MEDIA
TAKES
THE
 FOCUS
OFF
THE
THEMED
 EXPERIENCE”Tuesday, November 23, 2010 19The
Fear:
guests
will
spend
their
Eme
with
their
noses
in
their
phonesThe
Challenge:
they
already
are.
Need
to
balance
all
content,
both
online
and
real‐world,
to
support
each
otherThe
Opportunity:
making
social
media
feel
like
a
natural
part
of
the
experience‐
Leveraging
that
“always‐connected‐to‐friends”
feeling
can
enhance
guest
comfort,
a
feeling
of
safety
and
security‐
Guests
are
only
becoming
more
a?ached
to
their
devices
as
familiar
points
of
contact
to
the
world,
introducing
a
bit
of
locaEon‐based
magic
makes
them
feel
closer
to
the
experience‐
Social
media
can
add
addiEonal
content
that
would
be
impossible
to
include
in
the
real‐world
version
(for
“deep
divers”)
  20. 20. Tuesday, November 23, 2010 20The
Fear:
guests
will
spend
their
Eme
with
their
noses
in
their
phonesThe
Challenge:
they
already
are.
Need
to
balance
all
content,
both
online
and
real‐world,
to
support
each
otherThe
Opportunity:
making
social
media
feel
like
a
natural
part
of
the
experience‐
Leveraging
that
“always‐connected‐to‐friends”
feeling
can
enhance
guest
comfort,
a
feeling
of
safety
and
security‐
Guests
are
only
becoming
more
a?ached
to
their
devices
as
familiar
points
of
contact
to
the
world,
introducing
a
bit
of
locaEon‐based
magic
makes
them
feel
closer
to
the
experience‐
Social
media
can
add
addiEonal
content
that
would
be
impossible
to
include
in
the
real‐world
version
(for
“deep
divers”)
  21. 21. 5.
“THE
VIRTUAL
IS
REPLACING THE
REAL”Tuesday, November 23, 2010 21The
Fear:
that
social
media
experiences,
videogames
and
digital
content
is
erasing
the
need
to
go
out
anymoreThe
Challenge:
realizing
that
there
will
always
be
a
need
for
social
interacEon
and
catharsisThe
Opportunity:
the
more
your
social
media
enables
and
enhances
those
chances
for
social
interacEon,
the
more
successful
they
will
be
  22. 22. Tuesday, November 23, 2010 22The
Fear:
that
social
media
experiences,
videogames
and
digital
content
is
erasing
the
need
to
go
out
anymoreThe
Challenge:
realizing
that
there
will
always
be
a
need
for
social
interacEon
and
catharsisThe
Opportunity:
the
more
your
social
media
enables
and
enhances
those
chances
for
social
interacEon,
the
more
successful
they
will
be
  23. 23. 6.
“SOCIAL
MEDIA
IS
A POLARIZING
DEMOGRAPHIC”Tuesday, November 23, 2010 23The
Fear:
social
media
is
just
for
kids,
and
unfamiliar
to
a
large
segment
of
LBE
guestsThe
Challenge:
…convincing
your
bosses
that’s
not
true!
Also,
creaEng
social‐media
experiences
that
improve
LBE
but
don’t
detract
if
a
guest
doesn’t
parEcipate
in
themThe
Opportunity:
creaEng
experiences
that
may
seem
to
a?ract
a
niche
audience,
but
whose
influence
and
halo
effect
spreads
much
further
  24. 24. Tuesday, November 23, 2010 24The
Fear:
social
media
is
just
for
kids,
and
unfamiliar
to
a
large
segment
of
LBE
guestsThe
Challenge:
…convincing
your
bosses
that’s
not
true!
Also,
creaEng
social‐media
experiences
that
improve
LBE
but
don’t
detract
if
a
guest
doesn’t
parEcipate
in
themThe
Opportunity:
creaEng
experiences
that
may
seem
to
a?ract
a
niche
audience,
but
whose
influence
and
halo
effect
spreads
much
further
  25. 25. 1.
“SOCIAL
MEDIA
IS
A
FAD”Tuesday, November 23, 2010 25If
you
think
that,
you’re
not
paying
a?enEonIt’s
part
and
parcel
of
what
the
audience
wants
in
ANY
entertainment
experiencea.
 Spectacle
 i.
 LBE:
wow
moments!
 ii.
 Social
Media:
sharing
those
wow
moments,
personalizing
them
in
unique
waysb.
 Community
 i.
 LBE:
like
si_ng
around
the
campfire,
sharing
moments
with
friends
family
 ii.
 Social
Media:
sharing
with
friends
and
family
regardless
of
locaEon,
connecEng
with
like‐minded
fansc.
 Place
 i.
 LBE:
places
that
are
unique
and
unlike
anywhere
else
in
the
world
 ii.
 Social
Media:
creaEng
personalizaEon
and
a
one‐on‐one
connecEon
with
a
place,
extending
that
experience
beyond
placed.
 Time
 i.
 LBE:
moments
in
Eme
defined
by
the
three
above
things
 ii.
 Social
Media:
extending
that
experience
beyond
Eme
at
LBE,
enEcing
return
visitse.
 Quality
 i.
 LBE:
guests
will
pay
for
a
premium
experience
 ii.
 Social
Media:
value‐added
addiEons
&
opEons
that
enhance
exisEng
products,
and/or
enable
markeEng
for
addiEonal
up‐charge
and
premium
products
  26. 26. • SPECTACLE • COMMUNITY • PLACE • TIME • QUALITYTuesday, November 23, 2010 26If
you
think
that,
you’re
not
paying
a?enEonIt’s
part
and
parcel
of
what
the
audience
wants
in
ANY
entertainment
experiencea.
 Spectacle
 i.
 LBE:
wow
moments!
 ii.
 Social
Media:
sharing
those
wow
moments,
personalizing
them
in
unique
waysb.
 Community
 i.
 LBE:
like
si_ng
around
the
campfire,
sharing
moments
with
friends
family
 ii.
 Social
Media:
sharing
with
friends
and
family
regardless
of
locaEon,
connecEng
with
like‐minded
fansc.
 Place
 i.
 LBE:
places
that
are
unique
and
unlike
anywhere
else
in
the
world
 ii.
 Social
Media:
creaEng
personalizaEon
and
a
one‐on‐one
connecEon
with
a
place,
extending
that
experience
beyond
placed.
 Time
 i.
 LBE:
moments
in
Eme
defined
by
the
three
above
things
 ii.
 Social
Media:
extending
that
experience
beyond
Eme
at
LBE,
enEcing
return
visitse.
 Quality
 i.
 LBE:
guests
will
pay
for
a
premium
experience
 ii.
 Social
Media:
value‐added
addiEons
&
opEons
that
enhance
exisEng
products,
and/or
enable
markeEng
for
addiEonal
up‐charge
and
premium
products
  27. 27. Designing
Guest
Experiences
to Take
Advantage
of
Social
Media Q
&
A create collaborate innovateTuesday, November 23, 2010 27
  28. 28. Designing
Guest
Experiences
to Take
Advantage
of
Social
Media • SUSAN
BONDS www.42entertainment.com • GREG
MALETIC create collaborate gregmale0c.wordpress.com • JEFF
VORIS disneyparks.disney.go.com • GABE
ZICHERMANN innovate gamifica0on.co www.thinkwellgroup.comTuesday, November 23, 2010 28Thanks
to
our
panelists!

×