What can marketers and agencies learn from how communities are creating new business models in entertainment?

1. BUILDING MODERN CONSUMER
RELATIONSHIPS
5.12.2016

2. 2
THIS STORY IS A WIP

3. 3
IT IS ALSO A COLLABORATION

4. 4
@gabtenaglia
gabrielle@215mccann.com

5. 5
WHEN IT’S DONE WE’LL SHARE

6. 6
IT STARTED BECAUSE THERE
ARE THINGS THAT I DON’T
UNDERSTAND

7. 7

8. 8

9. 9

10. 10
1. Learn something new
2. Understand changing entertainment
landscape
3. Interested in new ways of being
creative
4. Find out if there are interesting
implications for clients

11. MONEY FOR
LOVe
tHE MInEcRaFT
ruLE
MODERN
CREATORS

12. tHE MInEcRaFT
ruLE

13. 13
>54 million units sold 23 million PC downloads
2 billion hours played on
Xbox 360 alone
Game covers a surface
area 8x the size of earth
It would take 3 trillion
hours to play every facet
>100 million players

15. 15

16. 16

17. 17
In 2014, 10.6 Million Minecraft themed videos were
uploaded to YouTube, generating 26.5 Billion views
between them

19. “It’s production instead of consumption. The idea that rather
than consuming pre-made, pre-digested, fully created polished
products that are really tight and therefore come to you and
you sort of swallow them whole, Minecraft, because it’s messy
and glitchy and not polished, requires you to figure it out and
requires you to participate in making things as opposed to just
playing things other people have made.”
-Professor Irene Chien,
Assistant Professor, Department of Media and Communication, Muhlenberg College

20. “The traditional way of thinking of games as participatory, is
that rather than just watching TV, you’re controlling something.
Suddenly people realize that wait a minute, just because
you’re moving Mario doesn’t mean you’re participating in
creating content and narratives. You’re following the
designer’s idea of what should happen in the game…Gamers
are playing games in totally different ways, we just weren’t
taking account of that.”
-Professor Irene Chien,
Assistant Professor, Department of Media and Communication, Muhlenberg College

21. 21
Developer
makes game
Consumer
plays game
Content-centric
Traditionally in gaming, this is the model we see. The
ecosystem revolves around the game. The developer
makes the game, the consumer plays the game.

22. 22
Mojang makes an open
platform
Gamers discover it
…and build new games, stories, and
communities around it.
More gamers discover
Minecraft
Community-centric
The community and the stuff community makes have become the POINT of Minecraft

23. 23
The added edge of Minecraft is that in CoD
people are waiting for DLC and new content.
In Minecraft, people are constantly trading new
and original content, mods, and mini games.
- Vikkstar

24. 24
People spend more time with the content around
Minecraft than the game itself.

25. Gamers on YouTube: Evolving Video Consumption, Think With Google, July 2013
“…community-­‐created
videos
effec4vely
doubled
the
amount
of
views
the
top
selling
games
would
have
received
through
brand-­‐released
content
alone…”

26. tHE mInEcRaFT RuLE
the communITy eCOsYsteM & conTEnT
thAt sUrrOUNds YOUr prOdUCt is aS
ImPoRTanT aS the prOdUCt itself

27. 27

28. 28
What if we create products, or stories
that are “flawed” or need to be
“fixed” and give them to the
community to be brought to life?
What if instead of creating content
we create platforms for communities
to build on top of?
These ideas work well for
brands/products that enable
self expression. But what
about for brands that don’t?
What does the world look like for
agencies when consumers are
creating the content that drives
interest in the product?

29. MONEY FOR LOVE
:

30. 30

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Broadcasting on Twitch is not the
same thing as a Let’s Play video

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TOWELLIEE
PROFESSORBROMAN ELLOHIME
COHHCARNAGE
585K Followers (45th)
32MM Views (104th)
900+ Days
Team of 14
Variety Streamer
432K Followers (81st)
83MM Views (26th)
900+ Concurrent Days
Team of 10
WOW Streamer
514K Followers (56th)
9MM Views (371th)
At any given moment
can 37K viewers
Destiny
367K Followers (103rd)
13MM Views (259th)
Streams 180+ Hrs/Month
Starts streaming at 4am
Variety Streamer

33. 33
It is not live entertainment, it is living entertainment
- Ellohime

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THE MENTOR THE ENTERTAINER THE FRIEND THE HERO THE SPECTACLE

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THE BASICS TIMES TEN
1. CONSISTENCY
2. RELATABILITY
3. ACCESSIBILITY
4. TRANSPARENCY
5. VALUABLE

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Try to give as much value as possible to the subs
[subscribers], I don’t want anyone left out of the
community.
- CohhCarnage
MOST IMPORTANTLY…

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I am what my viewers need me to be. Sometimes I
am their friend. Sometimes I am a counselor. I wear
many hats.
- ProfessorBroman

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I don’t put up “pay to play” walls. People subscribe
[pay] because they want to keep the community
alive
- Ellohime

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What if we made “live” ads? Or
responsive ads? What would that
look like?
Can brands/do brands really
appreciate their fans in this way?
Can they?
How do we create communities
around brands that are so
important to people that they
would pay to keep them alive?
What are the lessons we can take
about relationships with fans? What
do we do with those lessons?
Can brands be open to allowing
fans/consumers shape what the
experience is like?

43. MODERN CREATORS

45. Body Level One
Body Level Two
Body Level Three
Body Level Four
Body Level Five

46. 46

47. “Both the 25 December Doctor Who episode and the 1 January
Sherlock were, without actually being interactive, crucially
responsive to fan reaction.”
“…This sense that the characters are able to see through the
screen into our world…”
-The Guardian
“Sherlock and Doctor Who: beware of fans influencing the TV they love”, January 3, 2014

48. 48

50. 1.
Fans
expect
an
open
dialogue
with
content
creators
and
treat
them
as
if
they
are
real
life
friends.
Ryan
reaches
out
to
GoT
creators
over
TwiBer
to
ask
ques4ons
about
the
show
and
some4mes
shares
things
related
to
the
show
with
them
that
he
thinks
they’ll
like.
It
can
feel
ignorant
or
disrespec9ul
if
content
creators
are
unreachable.
2.
Fans
create
content
to
find
and
engage
with
other
fans.
Ryan
started
crea=ng
content
around
the
show
because
his
friends
didn’t
watch
it
so
he
felt
the
need
to
interact
with
others
who
did.
He
was
compelled
to
create
content
presen4ng
something
people
maybe
hadn’t
thought
of
before
and
has
gained
respect
within
the
community
by
doing
so.
He
acknowledges
that
GoT
has
a
large
passionate
community,
so
he
had
to
find
his
smaller
similarly-­‐opinionated
group.
3.
To
be
a
real
fan
you
have
to
engage.
Just
watching
the
show
isn’t
enough.
To
be
respected
in
the
community
you
have
to
engage
with
other
content
to
get
to
know
the
characters,
recent
news
with
the
show,
behind
the
scenes.

51. 51
What if marketing were more
responsive in quicker cycles? What
if campaigns really changed in
response to consumer feedback?
What examples of this are out there?
What if we thought about
campaigns as pieces of
software in constant beta?
How are we creating ways for fans to
connect and give us feedback?
Beyond tracking studies and social
“listening tools?” Is anyone doing
this?

52. 52
1. Write 3 questions that you’d like to ask to
better understand what’s happening here
or to further develop these ideas
Workshop #1

53. 53
1. Take a client who you are working with
2. Come up with 3 ideas for things you
could do that uses one of more of these
insights
Workshop #2

54. THANKS