Marketing Opportunities for Social Games
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Marketing Opportunities for Social Games

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Presentation given at the 2011 Social Gaming Summit in London about the need to embrace traditional marketing methods when launching a social game and not rely entirely on performance marketing. I ...

Presentation given at the 2011 Social Gaming Summit in London about the need to embrace traditional marketing methods when launching a social game and not rely entirely on performance marketing. I then discuss how to execute a robust marketing plan.

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Marketing Opportunities for Social Games Presentation Transcript

  • 1. 14 November 2011
  • 2. AgendaBackgroundWhy?Product LaunchThe Best Non-Performance OppsSummary
  • 3. Lloyd Melnick
  • 4. fiveonenine games
  • 5. $1.50 $0.50 $2.00 $3.50 $1.00 $0.00 $2.50 $3.00 1/2/2010 2/2/2010 3/2/2010 4/2/2010 5/2/2010 6/2/2010 7/2/2010Median CPC 8/2/2010 9/2/2010 US 30-39 Median CPC 10/2/2010Median CPC 11/2/2010 12/2/2010 1/2/2011 Cost of Ads Skyrocketing 2/2/2011 3/2/2011 4/2/2011
  • 6. Increasing Demand Increases Costs $8.3 $2.1 Billion Billion
  • 7. Limited Audience
  • 8. ComponentsPre-LaunchLaunchPost Launch
  • 9. Key Elements to Pre-Launch Phase • TestResearch • Involve Customers • Steps Plan • Resources • Goals
  • 10. Caveats When Listening to theCustomer Customer feedback myopic Customer feedback backward looking Competitive secrecy compromised
  • 11. Marketing Plan Fundamentals Target Distribution Promotion
  • 12. Launch Plan The details of who does what when and where
  • 13. Key Elements to LaunchWhen and WherePromotionSupport
  • 14. When and Where • Minimum Desirable ProductWhen • Full Beta • Speed to MarketWhen II • Competitive Launches • Facebook EnglishWhere • Global
  • 15. Coordinate You Media SNs Partners Ad Press Agency
  • 16. Launch
  • 17. Promotion/Media MixPerformance Social Print TV Web
  • 18. Post-Launch: Measure and React Measure Analyze Adjust
  • 19. Television
  • 20. Multiple TV OptionsExcess InventoryJoint Ventures“Infomercials”Traditional Advertising
  • 21. Multimedia Distribution
  • 22. Even More Options Joint Venture/Rev House Ads Share Cross Ad Promotion Sponsored
  • 23. Social Media
  • 24. Easy Way Out Not just ads Events and Create a promotions dialogue
  • 25. SummaryCreate a real marketing planDo not neglect traditional marketing channelsPerformance marketing is still importantMeasure and react
  • 26. Thank youLloyd.melnick@fiveoneninegames.comTwitter: Lloyd Melnickhttp://lloydmelnick.com/