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Leveraging Engagement

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by

Erin Reilly

on 10 November 2014

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Transcript of Leveraging Engagement

Leveraging Engagement
Using the Logics of Engagement and a mixed methods approach to define new social profiles

Creative Director + Research Fellow
ereilly@usc.edu
ERIN REILLY
THE LOGICS OF ENGAGEMENT
Fans engage with their passions in
different
and
discernible
ways. For example:
To make new friends
To master content
To be an active player
Some fans engage in
many
or
all
of these ways
8 LOGICS OF ENGAGEMENT
ADVOCACY
ENTERTAINMENT
IDENTIFICATION
IMMERSION
MASTERY
PLAY
PRIDE
SOCIAL
CONNECTION
ADVOCACY
WHEN THE FAN IS A
CHAMPION
, OR IS WILLING TO
ACT IN DEFENSE
OF HIS/HER PASSION OR ITS REPUTATION
ENTERTAINMENT
WHEN THE FAN
ENJOYS THE OVERALL EXPERIENCE
OF CONSUMING THE SHOW OR STORY AROUND HIS/HER PASSION, INCLUDING NEWS, HIGHLIGHTS, OR ADDITIONAL MATERIAL AND MEDIA OFFERED TO SUPPORT THE STORY
IDENTIFICATION
WHEN THE FAN CONSIDERS HIS/HER FANSHIP A SUBSTANTIAL ELEMENT OF WHO HE/SHE IS. THIS FAN CONSIDERS HIM/HERSELF A PART OF "THE STORY"
MIRRORING THE EMOTIONS
OF THE ACTORS, PERFORMERS, OR CHARACTERS.
IMMERSION
WHEN THE FAN'S PURPOSE (CONSCIOUS OR UNCONSCIOUS) IS TO
ENTER A WORLD
RELATED TO HIS/HER PASSION AND
LOSE HIM/HERSELF
IN THE DRAMA AND EMOTION WITHIN.
MASTERY
WHEN THE FAN DELIGHTS IN
LEARNING
OR
UNDERSTANDING
THE DETAILS ABOUT HIS/HER PASSION AND THE CAUSES OF ITS SUCCESS OR FAILURE. LIKELY, THIS FAN HAS
STRONG OPINIONS
ON STRATEGIC DECISIONS OF HIS/HER PASSION.
PLAY
WHEN THE FAN
PLAYS GAMES
RELATED TO HIS/HER PASSION IN
REAL OR VIRTUAL LIFE
AND/OR PARTICIPATES IN COMPETITIONS (VIDEO GAMES, TOURNAMENTS, GAMBLING) THAT SOMEHOW RELATE TO IT
PRIDE
WHEN THE FAN'S PASSIONS ARE REFLECTED IN HIS/HER
ATTITUDE
OR
OUTWARD APPEARANCE
SOCIAL CONNECTION
WHEN THE FAN'S MAIN PURPOSE IS TO
CREATE
OR
DEEPEN RELATIONSHIPS
WITH OTHER PEOPLE
Potential Profiles
SITUATIONAL TRIGGERS
SITUATIONAL TRIGGERS
HOW WE MEASURE CHANGES IN ENGAGEMENT BASED ON A PARTICULAR SITUATION
EXAMPLE PROFILES
SPORTS
ENTERTAINMENT
THE APPRECIATOR
Love for their team is in the Appreciators' blood. Being fans connects them to their homes and families. They love the teams they follow, learn everything they can about them, and invest themselves totally. They keep things in perspective, though, and rarely get angry or confrontational. They are rational, social people.
"When I decide to be a fan, I am a fan. When I decide to support a team, I go all the way. I put my heart into it. I go to games, I get every app I can."
ATTRACTORS
KNOWLEDGE
SOCIAL
CONTEXT
Appreciators prefer supporting their national team
Appreciators enjoy friendly arguments about the game
Appreciators will never miss a global event
KNOWLEDGE
SOCIAL
CONTEXT
MAKE CONNECTIONS
between Appreciators and their home team
UTILIZE FACEBOOK
because Appreciators prefer it for social media use
OFFER OPPORTUNITIES
to watch live in a huge stadium with lots of people
KNOWLEDGE
SOCIAL
CONTEXT
Ambassadors are avid writers of fan fiction
Ambassadors created a fan club chapter in college
Ambassadors never miss the annual
LeakyCon
KNOWLEDGE
SOCIAL
CONTEXT
State of Place
State of Time
State of Mind
THE AMBASSADOR
Ambassador fans engage through deep concentration with the medium. They are captivated by it and think about it even outside the context of consuming media. They see themselves as an extra member of the cast and view the world through this lens, influencing their language, behavior, and attitudes.
"Harry Potter made my life magical."
OFFER CONTENT
such as wikis, games, and blogs for Ambassadors to pour over
PROVIDE LIVE CHATS
for Ambassadors to connect with HP characters
AWARD TICKETS
to have full access to the Wizarding World of Harry Potter
Applying
LEVERAGING ENGAGEMENT STRATEGIES

Consumer Engagement Scenario
Content Creator Scenario
Marketing Strategist Scenario
USER CASE SCENARIO
I am a 25-year-old woman who grew up watching Disney princess movies. I can tell you random facts about any of them, but my absolute favorite is Beauty and the Beast. My mom was the first one to introduce me to the film as a kid, and I was initially interested because Belle loves to read, just like I do. I've probably seen the film 100 times. When the Be Our Guest Restaurant opened at Magic Kingdom, it became a must-eat venue for my family's annual trip to DisneyWorld. Of course, I made sure I was sporting my Belle crown the whole time.
MASTERY
PRIDE
IDENTIFICATION
Based on my profile, I identify with Mastery, Pride, and Identification. I may be recommended content and ways to engage with content based on the core principles associated with each of these logics.

Depending on situational triggers (Knowledge, Social, Context), that recommendation has the potential to change.
CONTENT CREATOR SCENARIO
I oversee franchise development at a superhero property that has feature films as its tentpoles, but expands out into books, comics, and video games. At a glance, I can see that our fan base's engagement with our brand is weighted heavily in Mastery, Pride, and Play. I understand that fans who exhibit this sort of behavior profile tend to be attracted to not only superhero properties, but sci-fi properties as well. We don't yet have any of these in our portfolio, so I schedule a meeting with our narrative design team to explore potential ideas for a possible new sci-fi franchise designed from the outset to appeal to these engagement profiles.
By pulling up engagement dashboards for each of our current franchises, I can gain a better understanding of how our audiences engage and make more informed decisions about potential content creation.
MARKETING STRATEGIST SCENARIO
I am an account planner at a marketing agency. I need to create a media strategy to engage fans of a new fantasy television show. I need an ongoing brand campaign, an approach to reaching audiences at live events, and a real-time content marketing framework. I know the show's target audience consists of fantasy fans who are mostly women under age 25. I can use their typical profiles to anticipate how they will best engage. Someone who primarily engages in Immersion, such as the home viewer who watches in a dark room alone, will engage very differently at a live event, such as Comic-Con.
The engagement dashboards will tell me how to activate my audience in all three scenarios: campaign, live event, and real-time marketing framework. Engagement profiles in conjunction with basic demographics will indicate how to create the most appealing brand stories, providing key insight in campaign planning.
Where is the audience?
When does the engagement happen?
What is the mood of the experience?
WHAT THESE FANS LIKE
ATTRACTORS
WHAT THESE FANS LIKE
ACTIVATORS
WHAT TO DO TO MAXIMIZE THEIR AFFINITY
ACTIVATORS
WHAT TO DO TO MAXIMIZE THEIR AFFINITY
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