VPCOM - Online marketing and communities - classic offer


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This is a presentation of VPCOM' Online Marketing and Community management offer

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VPCOM - Online marketing and communities - classic offer

  1. 1. Online Marketing & Communities
  2. 2. Classic Campaign Objectives <ul><li>Make the game visible on as many online media as possible </li></ul><ul><li>Run a daily campaign on forums and secure threads about the game are always visible </li></ul><ul><li>Guarantee a support of the PR effort by multiplying distribution of the documents and assets </li></ul><ul><li>Find partnerships and organize contests with relevant websites </li></ul><ul><li>Generate sympathy for the game through the appropriate friendly involvement of the CM on targeted websites and forums </li></ul><ul><li>Watch and report about the game &quot;buzz&quot; as well as competitors </li></ul>
  3. 3. Level 1 Campaign Content & Actions
  4. 4. Your Community Manager <ul><li>As a primary part of our mission, we provide you an experienced Community Manager. </li></ul><ul><li>The Community Manager : your official speaker on the Internet. Evangelist on targeted websites and forums, he also is a close watcher of the reaction and moods of the communities toward your game. His mission consist in both spread the word about the game all over the Internet and guarantee a first line &quot;human&quot; contact with the Internet users. </li></ul><ul><li>Experienced member of our staff, your « CM » will be : </li></ul><ul><li>- An editor with high writing skills </li></ul><ul><li>- Fluent in English </li></ul><ul><li>- An advanced Internet user with a large knowledge of how to talk to people online </li></ul><ul><li>A video game enthusiast that will really know your product  </li></ul><ul><li>His primary missions : </li></ul><ul><li>Introduce himself and the game on target sites and forums </li></ul><ul><li>Open, follow and take part to forum discussions about the game </li></ul><ul><li>Push the PR materials on target sites and forums </li></ul><ul><li>Manage the Social Networks and Video Plateforms </li></ul><ul><li>Watch and report about the online activity </li></ul><ul><li>Provide feedback about found expectations, questions, issues  </li></ul>
  5. 5. Social and Video Networks <ul><li>Social networks are an incredible source of community members. At least on paper. It is now critical to have a clear and clever strategy on Facebook, Twitter or other social networks. </li></ul><ul><li>TWO IMPORTANT ISSUES: </li></ul><ul><li>- The daily flow of news require very frequent micro-action in order to obtain optimum visibility. </li></ul><ul><li>- Each micro action must be relevant and of high quality so we do not push users away. </li></ul><ul><li>As part of his mission, your community manager will be a real chief editor for your social netwok pages. He will build with you a strategy and try to make the best possible use of any material you will provide: text, artworks, videos, etc. </li></ul><ul><li>OUR LEVEL 1 SOCIAL NETWORK SERVICE: </li></ul><ul><li>Opening, design and original content of French Facebook pages </li></ul><ul><li>Opening, design and original content of Myspace & Skyblog pages </li></ul><ul><li>Opening, design and original content of official YouTube and DailyMotion pages </li></ul><ul><li>Content and updates of the live pages </li></ul><ul><li>- Participation in relevant fan or group page, active friend linking </li></ul><ul><li>Push of the PR content </li></ul><ul><li>IMPORTANT NOTE: </li></ul><ul><li>Running a social networks campaign is now a must have. But note that our mission is to provide the best possible pages and strategy. On the recruitment side, it has to be a shared effort between both our team. There will be some effort to do on your side to get the best possible results and our mission will not be to recruit but to assist you doing it well. </li></ul>
  6. 6. Facebook Example: Lego Harry Potter for Warner No Skinning Link: www.facebook.com/LegoHarryPotter.France
  7. 7. Twitter Skinning example: Shaiya for Aeria Games Link: http://twitter.com/Shaiya_FR
  8. 8. Skyblog Skinning example: Shaiya for Aeria Games Link: http://shaiyafrance.skyrock.com
  9. 9. Myspace Skinning example: Atlantica Online for Ndoors Link: www.myspace.com /atlantica-online-fr
  10. 10. YouTube Skinning example: Shaiya for Aeria Games Link: www.youtube.com/user/ShaiyaFrance
  11. 11. Survey & Reporting <ul><li>WEEKLY REPORT </li></ul><ul><li>Each week we will send a preliminary report including: </li></ul><ul><li>The extensive list of on going actions </li></ul><ul><li>Feedback about the community activity </li></ul><ul><li>Feedback about the relevant comments noted during the week </li></ul><ul><li>Watch over the game over the internet (links to the online content about your game) </li></ul><ul><li>MONTHLY REPORT </li></ul><ul><li>By the end of each month your project manager will send you a complete report including: </li></ul><ul><li>Status of on going actions </li></ul><ul><li>Conclusions of past actions & program of incoming ones </li></ul><ul><li>Facts and figures from our actions (number of posts, interesting threads of the month,…) </li></ul><ul><li>Analysis of the dynamism of the community and the awareness of the French internet users about the game </li></ul>
  12. 12. Level 2 Campaign Content & Actions The Level 2 campaign includes all level 1 actions with the following additonnal ones.
  13. 13. Content Creation Our effort all over the Internet requires a single weapon: content. In addition to the content you will provide us, we will offer you to produce specific content to feed our needs and update your pages. This would be mainly Editorial Content: articles, news, stories about the game, its background, the company. This editorial content is produced by our team members with journalism background following the editorial line we would have define with you. Note that we can also help you with our graphic studio producing artworks, mini-sites, etc.
  14. 14. Partnerships & Contests As part of his &quot;friendly involvement&quot; in the target communities and toward target site, your community manager will try to develop special operations. Partner Sites We will approach some relevant sites to offer them partnerships. We will propose them to write special articles about the game (with possible exclusive content you could provide) , run contests with prizes, reward their members with a special offer (free special item,…). In exchange, on our side we will publish content about the site on our all online medias (social networks, forums, etc) and recommend our fans and users to join this community. Contest or giveaways We will offer target sites to run contest or giveaways with the game prizes. Considering it is harder and harder to get free contest from most sites, we will offer to ease the process at max by setting up external pages so very few effort will be required by the partner site (see contest page example below). Our system can be used both for contests or for giveaways (items, beta keys, …) Classic Facebook Contest (amoung others possible) The Facebook contest is a run over design to motivate fans to convert their friends on Facebook. Each x new users (to be define with you) we will have a draw and give away one or more prize. We will suggest big prizes for important land miles.
  15. 15. Giveaway External beta invitation giveaway example. Grand Fantasia for Aeria Games 15+ Partner sites including: JeuxVideo.fr Tomsgames.fr 20minutes.fr Gameblog.fr Canard PC.com Fantasy.fr
  16. 16. Reporting Level 2 You will find on your report additionnal colums indicating if the users opinions were neutral, positive or negative. On each report you will be given a trend on the quality of the buzz over the Internet. This report is strengthened by a selection of major quotes and facts so you have a clear view of what is being said and, more important, what do people expect. <ul><li>This advanced level of reporting adds a close watch and analysis of all opinions and comments about the game in : </li></ul><ul><li>News comments </li></ul><ul><li>Forums posts </li></ul><ul><li>Users reviews </li></ul><ul><li>etc.. </li></ul>
  17. 17. Level 3 Campaign Content & Actions The Level 3 campaign includes all level 1 and 2 actions with the following additonnal ones.
  18. 18. Infiltrated Marketing <ul><li>In addition to the regular and &quot;clean&quot; Community Management work we can offer you to run promotion actions in a infiltrated way, using normal users identities. </li></ul><ul><li>This infiltrated campaign consists in: </li></ul><ul><li>Watch opportunities to talk about the game on target forums </li></ul><ul><li>Post as a regular user content about the game </li></ul><ul><li>Post positive comments to thread, articles, news about the game </li></ul><ul><li>Post of positive user reviews on target sites (when possible) </li></ul><ul><li>Opening and updates of users blogs on 5 target sites </li></ul><ul><li>Propose articles and content to community site as a regular user </li></ul><ul><li>About our method </li></ul><ul><li>For months, we have been &quot;building&quot; accounts on most of the top 100 French boards. These accounts have acted as regular ones, with no promotion but a real involvement in the community. When needed for our customers we can now use them to post very positive content about their products. </li></ul><ul><li>Infiltrated marketing is a dark side of our work that needs to be done as carefully as possible. We do it clean. We've been running infiltrated campaigns for more than 2 years with most success. We use tools and our experience to keep out from disclosure danger following basic but important rules. </li></ul><ul><li>Note that you should not consider this as a main recruitment source but more as a part of a global strategy to be seen everywhere. This a an efficient but slow process designed as much for SEO purposes than for direct recruitment. </li></ul>
  19. 19. A few references
  20. 20. Victor Perez VPCOM 2 bis avenue Desfeux 92100 Boulogne Billancourt - France Office: +33 1 41 14 34 37 Mobile: +33 6 12 78 44 91 Email : vp@vpcom.net