23 May 2012
AgendaBackgroundDo not rely on performance marketingThe Right Way to Launch A Social GamePromotion is the keySummary
Lloyd Melnick
fiveonenine games
More stars than Manchester City Ex-Studio Head of EA’s       Gardens of Time    North Carolina office      Shutter Isla...
Cost of Ads Skyrocketing CPM increases 41% year  on year CPC increases 23%  versus Q4 2011 Huge variance makes  plannin...
Limited Audience
Launch PlanPre-LaunchLaunchPost Launch
Key Elements to Pre-Launch Phase             • TestResearch     • Involve Customers             • Steps   Plan      • Reso...
Pre-Launch Fundamentals Target   Distribution   Promotion
Know thy customer Demographic Interests Value proposition Positioning   Campaign Story is a political      social game...
Launch Plan The details of who does what when and where
Numbers, numbers, numbersInitial spendsTriggersCash flow and reserveLTVDAU
Coordinate                      You                                  Media      Platforms                                 ...
Key Elements to LaunchWhen and WherePromotionSupport
When and Where          • Minimum Desirable Product          • Full BetaWhen          • Speed to Market          • Competi...
Promotion/Media MixPerformance   Social   TV   Web        Videos   PR
Support is marketing Customer service Community management Social media
Post-Launch: Measure and React                     Measure           Analyze                               Adjust
Television
Multiple TV OptionsExcess InventoryJoint Ventures“Infomercials”Traditional Advertising
Multimedia Distribution
Even More Options           Joint        Venture/Rev   House Ads           Share          Cross          Ad        Promoti...
Social Media
Easy Way Out              Not just ads       Events and        Create a       promotions        dialogue
At least match Chrysler  Facebook  •   Fan pages  •   Promotions  •   Events  •   Giveaways  Twitter  • Company  • Game  T...
Performance Options MediationMedia buying             • TBG, SOMO, MdotM   Direct      • Facebook ads Ad networks   • Mill...
Marketing Videos    Multiple videos                                       Attempt to go                      Different sty...
Web  Targeted     Blogs   Special    Know thy  interests   consumer
SummaryPerformance marketing is part of the plan, not THEPLANDo not neglect traditional marketing channelsPerformance mark...
Thank youLloyd.melnick@fiveoneninegames.comTwitter: Lloyd Melnickhttp://lloydmelnick.com/
Social gaming summit berlin 2012
Social gaming summit berlin 2012
Social gaming summit berlin 2012
Social gaming summit berlin 2012
Social gaming summit berlin 2012
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Social gaming summit berlin 2012

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Presentation on creating a robust go to market strategy for a social game

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  • Something that Carl got from Adobe
  • Social gaming summit berlin 2012

    1. 1. 23 May 2012
    2. 2. AgendaBackgroundDo not rely on performance marketingThe Right Way to Launch A Social GamePromotion is the keySummary
    3. 3. Lloyd Melnick
    4. 4. fiveonenine games
    5. 5. More stars than Manchester City Ex-Studio Head of EA’s  Gardens of Time North Carolina office  Shutter Island Member founding  City of Wonder management team at  Mortimer Beckett Motricity and Appia  Big City Adventure Team lead at RIM’s NC studio  Madden 3DS 20 year veteran of  Nascar Kart Racing Wii IBM/Microsoft/Citrix  Woodland Heroes GM Europe and LATAM at Disney/Playdom
    6. 6. Cost of Ads Skyrocketing CPM increases 41% year on year CPC increases 23% versus Q4 2011 Huge variance makes planning difficult Engagement drops 8% in US Courtesy TBG Digital
    7. 7. Limited Audience
    8. 8. Launch PlanPre-LaunchLaunchPost Launch
    9. 9. Key Elements to Pre-Launch Phase • TestResearch • Involve Customers • Steps Plan • Resources • Goals
    10. 10. Pre-Launch Fundamentals Target Distribution Promotion
    11. 11. Know thy customer Demographic Interests Value proposition Positioning Campaign Story is a political social game simulation targeting women 30 and older
    12. 12. Launch Plan The details of who does what when and where
    13. 13. Numbers, numbers, numbersInitial spendsTriggersCash flow and reserveLTVDAU
    14. 14. Coordinate You Media Platforms Partners Ad Press Agency
    15. 15. Key Elements to LaunchWhen and WherePromotionSupport
    16. 16. When and Where • Minimum Desirable Product • Full BetaWhen • Speed to Market • Competitive LaunchesWhen II • Facebook English • Philippines, Indonesia, ThailandWhere • Global
    17. 17. Promotion/Media MixPerformance Social TV Web Videos PR
    18. 18. Support is marketing Customer service Community management Social media
    19. 19. Post-Launch: Measure and React Measure Analyze Adjust
    20. 20. Television
    21. 21. Multiple TV OptionsExcess InventoryJoint Ventures“Infomercials”Traditional Advertising
    22. 22. Multimedia Distribution
    23. 23. Even More Options Joint Venture/Rev House Ads Share Cross Ad Promotion Sponsored
    24. 24. Social Media
    25. 25. Easy Way Out Not just ads Events and Create a promotions dialogue
    26. 26. At least match Chrysler Facebook • Fan pages • Promotions • Events • Giveaways Twitter • Company • Game Tumblr • Game devs Other • Pinterest • Instagram
    27. 27. Performance Options MediationMedia buying • TBG, SOMO, MdotM Direct • Facebook ads Ad networks • Millenial, iAds
    28. 28. Marketing Videos Multiple videos Attempt to go Different styles Embed on YouTube viral• 15 seconds • Gameplay • Fiveonenine • Don’t force• 30 seconds • Traditional website product• 60 seconds ads • Parent • Not boring• 120 seconds companies • Emotional cross roller coaster promotion • Surprise • Press
    29. 29. Web Targeted Blogs Special Know thy interests consumer
    30. 30. SummaryPerformance marketing is part of the plan, not THEPLANDo not neglect traditional marketing channelsPerformance marketing is still importantMeasure and react
    31. 31. Thank youLloyd.melnick@fiveoneninegames.comTwitter: Lloyd Melnickhttp://lloydmelnick.com/

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