IS2502 Social Media and Social Networks

Week 7
Social Entertainment

Ms Rupa
Department of Information Systems
Recap : Marketing Value of Social Commerce

‣ Online review and rating

− Product opinions affect shoppers
• Willing to pay a price premium for products with higher ratings
− Generate increased sales by bringing in new customers
− People write review tend to shop more
− Enhance organic search traffic
• Reviewers tend to use the same keywords in product
descriptions
− Better site stickiness
• Stay at a site longer
− Source of research data for business

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Recap : Leverage Social Reviews and Ratings

‣ Authenticity: accept organic word of mouth, whether

positive or negative
‣ Transparency: acknowledge opinions that were invited,
incentivized, or facilitated by the brand
‣ Advocacy: enable consumers to rate the value of opinions
offered on the site
‣ Participation: encourage consumers to contribute posts
‣ Reciprocity: acknowledge the value of the opinions
customers offer
‣ Infectiousness: make it easy for users to share reviews on
blogs and social networking platforms
‣ Sustainability: online opinions are so influential because
they live on in perpetuity
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Recap : Social Commerce Strategies

‣ Utilize, encourage, and facilitate user-generated

content with social sharing and shopping
functionalities
− Providing social sharing tools: social software plug-ins that
enable easy sharing of products sold on a retailer’s website
to social networks; e.g., Pinterest
− Recommendation indicators: simple buttons that provide an
on-site endorsement of a product; e.g., Facebook’s “like”
− Reviews and ratings: on-site reviews and ratings with tools
for writing and rating
− Testimonials: a form of recommendation that enables users
to share a more personal story about their experience,
possibly as a video endorsement
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Recap : Psychology of Influence
‣ Factors that make it more or less likely that people will
change their attitudes or behavior based on a
persuasive message

‣ We aren’t rational unlike computers

− Cognitive biases: “shortcuts” our brains take when we
process information
− Limitations of bounded rationality

‣ Information overload in a world or search engines and

social media
− Satisfice; shortcuts to simplify decision-making process
heuristics; rules of thumb; thin-slicing

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Recap : Psychology of Influence

‣ Major factors that help to determine how we will

decide
− Social proof
− Authority
− Scarcity
− Affinity
− Consistency
− Reciprocity

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Recap : Profiling the Targeted Segments

‣ Market segmentation
− Process of dividing a market into distinct groups that
have common needs and characteristics
− Trade-off between the efficiency of treating all
customers the same and the effectiveness of
addressing all customers’ unique characteristics

‣ Bases of segmentation
− Demographic, geographic, psychographic, behavior,
and benefits sought
− Digital lives vary based on lifestyle, personality,
demographics, geographic, and economic conditions
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Recap : Social Identity

‣ The part of our self-concept that results from our

perceived membership in a group
− Influence where, when, how, and what you contribute as a
social media participant

‣ Big social data

− Data generated from technology-mediated social
interactions and actions online
− Social identity: the way marketers view you given your
social media activities
− Use social identity data at all point in the purchase funnel:
identify prospects, nurture leads, tailor recommendations,
enhance retention, or reward loyalty
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Recap : Social Consumption/Creation Matrix

‣ Categorize social media user types

− According to the degree of social media consumption
and creation (Hodis et al.)

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Recap : Typology of Social Utility

‣ User propensity to socialize and seek information

in social media (Ryerson University)
− Passive or active information seekers
− Passive or active participants

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The Social Entertainment Zone

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Learning Objectives

‣ What is social entertainment and social branded

entertainment?

‣ How can social media marketers use social games

for branding and promotion?

‣ What is gamification?

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Social Entertainment

‣ Social entertainment
− Encompasses events, performances, and activities,
which are experienced and shared using social media
− Designed to provide the audience with pleasure and
enjoyment

‣ 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

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Social Entertainment

‣ Social entertainment and marketing

− Social entertainment can reach audiences where and when
they are spending time, in a context that enables frequent
engagement with the brand message
− People find value in brand integrations with entertainment
• Among millennials, 38% follow brands on social media for
entertainment value
• 34% of people and 52% of those between 18 and 34 years old
perceive value in online branded entertainment
− All forms of social entertainment, whether branded or not,
provide for a more immersive and longer-lasting experience
with the brand

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 Social Entertainment as Play
• Play as power.
• Play as identity.
• Play as fantasy.
• Play as frivolity.

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Marketing With Social
Entertainment

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Components of Social
Entertainment
Social games

Original digital video

Branded video

Social TV

Social music

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Examples of Social Game

https://www.facebook.com/candycrushsaga/
https://aideenshortt.wordpress.com/2013/06/20/candycrushsocial/
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Examples of Social Game

https://techcrunch.com/2020/05/02/virtual-worlds-video-games-coronavirus-social-networks-fortnite-animal-crossing/
https://www.newsweek.com/animal-crossings-new-horizons-multiplayer-birthday-party-social-distancing-1495608 19
 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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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

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Social Game

‣ Social game
− A multiplayer, (competitive, goal-oriented) activity with
defined rules of engagement and online connectivity
enabling conversation among a community of players

‣ Social elements
− The sense of competition or immersion within a
dedicated community of players can be heightened

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Gamer Segments
‣ Traditionally, gamers have been categorized either as
casual or hardcore.

‣ Casual games (played by casual players)

− Low barriers to entry
− Require only a small amount of time, are easy to learn and
are readily available
− Value ease of use and immediate gratification

‣ Core games (played by hardcore players)

− Require a great time investment, are highly immersive and
demand advanced skill
− Value realism in the game’s contextual clues and challenge
in the game’s activities
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Who are the Gamers?

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Who are the Gamers?

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Gamer Segments

https://www.marketingcharts.com/cross-media-and-traditional/videogames-traditional-and-cross-channel-114168 28
Gamer Segments

https://www.statista.com/statistics/232383/gender-split-of-us-computer-and-video-gamers/ 29
 Genres

01 02 03 04

Simulation Action Role- Strategy

playing

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Genres

‣ The method of play

− Simulation games: to depict real-world situations as
accurately as possible
− Action games: consist of two major subgenres, first-
person shooters (FPS) and third-person games;
performative in that the player chooses an action that
the game then executes
− Role-playing games (RPGs): play a character role with
the goal of completing some mission; MMORPGs
− Strategy games: involve expert play to organize and
value variables in the game system; puzzle games

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 Options for Game-based
Marketing
• Around-game and in-game advertising.
• Product placement.
• Brand integration.
• Advergames.

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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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 ARG: 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.

Social Media Marketing 4e | © Tracy L. Tuten

34
2021 | SAGE Publishing
 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.

Social Media Marketing 4e | © Tracy L. Tuten

35
2021 | SAGE Publishing
 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.

Social Media Marketing 4e | © Tracy L. Tuten

36
2021 | SAGE Publishing
 Pros and Cons of ARGs as Social
Entertainment Branding
PROS CONS
Reach can be substantial. In addition to ARGS require a lot of effort from initial
active players. lurkers and rubberneckers conception through planning and
may also see the messages. execution. And, because the storyline can
change depending upon the response
from players, ARGS require constant
monitoring and input from thegame
architects through and even beyond las
players are debriefed) the game's end.
The games attract media attention, Because the game can evolve in ways the
resulting in earned media in the form of architects did not originally plan. there is a
publicity. risk involved. As fans drive the plot, the
game can progress in ways the sponsor
didn't anticipate.

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 Pros and Cons of ARGs as Social
Entertainment Branding
PROS CONS
Exposures earned last longer than do those Hardcore brand loyalists may resent the
for traditional media. influx of new people who express interest
in the game.
ARGS are high-engagement messages. The ARGS are unlikely to reach the same
games pull enthusiasts (players, lurkers, and number of prospects as a brand could
rubberneckers) into the story and attract if it used mass media.
encourage them to seek out new
information as it is presented in the game.
Players welcome brand-sponsored ARGS
because they do not invade people's space
with a brand message.

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 Measuring ARG Effectiveness
• 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. 39
Business Opportunity in Game
‣ Stickiness
− Ability of a medium to attract an audience and keep that audience
− A ratio of daily to monthly game players

‣ Game design: compulsion loop

− Every action you experience produces a response that makes you
want to do it again

‣ Games meet the criteria for viable market segmentation

− Substantial, reachable, and measurable market
− Viable vehicles to reach women and older consumers as well as
young males
− Sufficient, dedicated time to achieve valuable ad impressions

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Game-Based Marketing
‣ Utilize social games for marketing
− Targeted audience, large reach, a high level of engagement, low
intrusion methods of promotion, and a way to interact with brand
fans

‣ Only 5% of social gamers actually pay for games

− Most of games play the free versions
− Viewing ads and interstitial videos, and completing lead
generation offers

‣ Promoting a brand’s message

− Around- and In-game advertising
− Product placement
− Brand integration

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Around- and In-Game Advertising

‣ Around-game advertising
− Shown while the game loads, during natural breaks in
gameplay between levels or round

‣ In-game advertising
− Promotion within a game that another company
develops and sells

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Around- and In-Game Advertising

‣ In-game advertising
− Static ads
• Hard-coded into the game and ensure that all players view the
advertising
• Does not require internet connection
• Allows for more customization
• Limited or no reporting capabilities
• Takes several months or even close to a year
− Dynamic ads
• Variable and changed based on specified criteria
• High degree of control and real-time measurement it offers
• Ease of planning and launching a campaign

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Static Ad Example

https://www.frankwbaker.com/mlc/advertising-video-games/ 44
Dynamic Ad Example

‣ Ad network
− E.g., Anzu.io
https://venturebeat.com/2019/08/06/anzu-io-raises-6-5-million-for-programmatic-in-game-ad-platform/ 45
Product Placement

‣ Product placement
− The placement of a branded item in an entertainment
property such as a television program, movie, or game.

‣ Screen placements
− Product can be seen
− Visually incorporate the brand into the scenery
− Most common form of product placement

‣ Script placements
− Product is mentioned by a character
− Transactional advertising
• Reward if players respond to a request
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Brand Integration

‣ In-game immersive advertising opportunities

include interactive product placements, branded
in-game experiences, and game integration
between the game and the brand.

‣ Plot placement
− Situation in which the brand is actually incorporated
into the story itself in a substantive manner
− Need to be cautions when integrating the brand
message into social games

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Gamification

‣ The use of game elements and game design

techniques in non-game contexts
− A set of activities and processes to solve problems by
using or applying the characteristics of game elements
− To improve user engagement, organizational
productivity, learning, employee evaluation, etc.

‣ Non-game contexts
− Business, CRM, school, social impact, personal
improvement, etc.

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Gamification Types
‣ External
− Marketing
− Sales
− Customer engagement

‣ Internal
− HR
− Productivity enhancement
− Crowdsourcing

‣ Behavior Change
− Health and wellness
− Sustainability
− Personal finance

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PBL Triad – Important Game Elements
‣ Point
− Rewarded for the successful accomplishment of specified activities
− Numerically represent a player's progress
− Provide feedback

‣ Badge
− Visual representations of achievements and can be earned and
collected within the gamification environment
− Influence players' behavior, leading them to select certain routes and
challenges
− Exert social influences on players

‣ Leader board
− Rank players according to their relative success
− Competitive indicators of progress
− Create social pressure to increase the player's level of engagement
− Enhanced with SNS accounts 50
PBL Triad – Important Game Elements

‣ Point, Badge, and Leader board

− https://www.youtube.com/watch?v=Ht9hersYe6w

https://bendtrend.wordpress.com/2012/02/09/is-gamification-really-engaging-with-the-right-users/ 51
Examples of Gamification
‣ Nike
− Gamification in promotion
− Test-run the new model (Epic React) on a treadmill
− https://www.youtube.com/watch?v=JJliIaKTtEo&feature=emb_log
o

https://www.wk.com/work/nike-react-reactland/ 52
Examples of Gamification
‣ Duolingo https://www.duolingo.com/
− Gamification in learning
− Stay motivated with rewards
• Earn virtual coins, unlock new levels, and watch your fluency
score rise as you master new words, phrases, and grammar

https://wisdmlabs.com/blog/create-gamification-based-learning-management-system-wordpress/ 53
Examples of Gamification
‣ Walmart
− Gamification in workforce training
− Spark City, a simulation-style video game app
− https://www.youtube.com/watch?v=DqzNyNEmMUk

https://play.google.com/store/apps/details?id=com.walmart.sparkCity&hl=en_US&gl=US 54
Examples of Gamification

‣ LinkedIn
− Gamification in user profile and content sharing
− Profile completion process into a challenge
− To make its platform more reliable and to encourage
members to remain loyal

https://www.linkedin.com/ 55
Limits of the Simple PBL Approach

‣ Different types of motivation: extrinsic vs. intrinsic

− PBL approach uses extrinsic motivation

‣ Extrinsic rewards can de-motivate

− Rewards “crowd-out” fun
− Class participation
− Blood donation
− Teacher salaries

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What Makes Games Intrinsically Fun

‣ Winning
‣ Problem-solving
‣ Exploring
‣ Teamwork
‣ Recognition
‣ Collecting
‣ Sharing
‣ Role playing
‣ Customization
‣ …

https://www.parentingforbrain.com/intrinsic-motivation/ 57
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 58

Social TV
‣ Social TV
− Technology that supports communication and social interaction in
either the context of watching television, or related to TV content
− Not only needs to be designed to meet marketing objectives, but also
must be participatory and shareable

‣ The experience of watching video is enhanced by social media

‣ Engage in social media conversation not only about programs,

but also about brands advertising during programs
− People who tweet about TV and brands are large
− People who tweet about both brands and TV account for an outsized
portion of all tweets about brands
− People who posted tweets about TV and brands sent three times as
many brand tweets as those Twitter authors who only posted tweets
about brands

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Summary

‣ What is social entertainment and branded

entertainment?

‣ How can social media marketers use social games

for branding and promotion?

‣ What is gamification?

‣ In what ways are marketers using social

television?

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