CGA 2008: Innovative Marketing Kate Pietrelli

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My presentation on marketing from Casual Connect Seattle 2008

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CGA 2008: Innovative Marketing Kate Pietrelli

  1. 1. Marketing to Casual Gamers: The Changing Media Landscape Kate Pietrelli Account Manager TriplePoint July 25, 2008
  2. 2. Evolving Social Online Landscape <ul><li>Popular activities: </li></ul><ul><ul><li>Social Networking </li></ul></ul><ul><ul><li>Video Sharing </li></ul></ul><ul><ul><li>Photo Sharing </li></ul></ul><ul><ul><li>Blogging </li></ul></ul><ul><ul><li>Vlogging </li></ul></ul><ul><ul><li>Social Bookmarking </li></ul></ul><ul><ul><li>Posting on message boards </li></ul></ul><ul><ul><li>Podcasting </li></ul></ul><ul><ul><li>Live Casting </li></ul></ul><ul><ul><li>Social News Sites </li></ul></ul><ul><ul><li>Wikis </li></ul></ul><ul><ul><li>And the list goes on… </li></ul></ul>
  3. 3. What is Social Media Marketing (SMM)? <ul><li>Definition: </li></ul><ul><ul><li>“ Social media marketing (SMM) a form of internet marketing which seeks to achieve branding and marketing communication goals through the participation in various social media networks. Often involves creating and participating in a dialogue with the target audience, rather than forcing an advertisement upon them.” </li></ul></ul><ul><li>Common Tactics: </li></ul><ul><ul><li>Blogging or Vlogging </li></ul></ul><ul><ul><li>Posting to discussion boards/forums </li></ul></ul><ul><ul><li>Creating viral videos </li></ul></ul><ul><ul><li>Driving user-generated content </li></ul></ul>
  4. 4. Why Should I Use Social Media Marketing? <ul><li>Your customers visit social media sites </li></ul><ul><ul><li>MySpace: +7% (73.7MM) </li></ul></ul><ul><ul><li>YouTube +52% (65.5MM) </li></ul></ul><ul><ul><li>Blogger.com +59% (44.9MM) </li></ul></ul><ul><ul><li>Facebook: +34% (35.6MM) </li></ul></ul><ul><ul><li>Flickr: +101% (17.0MM) </li></ul></ul><ul><ul><li>Twitter: +60% (593K) </li></ul></ul><ul><ul><li>eMarketer, June 2008 </li></ul></ul><ul><ul><li>Comscore, June 2008 </li></ul></ul>
  5. 5. Why Should I Use Social Media Marketing? <ul><li>2) Create and manage a positive brand experience </li></ul><ul><ul><li>59% use social media to “vent” </li></ul></ul><ul><ul><li>about customer care experiences </li></ul></ul><ul><ul><li>72% research customer care </li></ul></ul><ul><ul><li>online prior to purchasing </li></ul></ul><ul><ul><li>74% purchaser decisions based </li></ul></ul><ul><ul><li>on experiences shared online </li></ul></ul><ul><ul><li>Nuance Communications, April 2008 </li></ul></ul>
  6. 6. Why Should I Use Social Media Marketing? <ul><li>3) Increase awareness for your brand </li></ul><ul><ul><li>Brand advocates will share content and evangelize for you: </li></ul></ul><ul><ul><ul><li>60% believe good brands are worth talking about </li></ul></ul></ul><ul><ul><ul><li>55% often tell friends about interesting products </li></ul></ul></ul><ul><ul><li>Consumers respond to word-of-mouth marketing: </li></ul></ul><ul><ul><ul><li>61% of consumers say they are influenced by advice from family, friends and co-workers </li></ul></ul></ul><ul><ul><ul><li>43% of online video viewers found the online video in emails from friends and family </li></ul></ul></ul><ul><ul><li>eMarketer, June 2007 </li></ul></ul>
  7. 7. Case Study: Zappos Blogging on Twitter <ul><li>Concept: Leverage blogging sites for engagement and interaction with customers </li></ul><ul><li>Tactics: Blogging and RSS </li></ul><ul><li>Launched: April 2008 </li></ul><ul><li>Results: </li></ul><ul><ul><li>Positive user engagement </li></ul></ul><ul><ul><li>Zappos CEO followers: 8,467 </li></ul></ul><ul><ul><li>Zappos employees on Twitter: 439 </li></ul></ul>
  8. 8. Case Study: EA Channel on YouTube <ul><li>Concept: Promote upcoming products with video footage and entertaining video </li></ul><ul><li>Tactics: Video, Discussion Board </li></ul><ul><li>Launched: September 2005 </li></ul><ul><li>Results: </li></ul><ul><ul><li>Increased brand awareness </li></ul></ul><ul><ul><li>Subscribers: 30,222 </li></ul></ul><ul><ul><li>Channel Views: 1,473,708 </li></ul></ul>
  9. 9. Case Study: BlendTec Channel on YouTube <ul><li>Concept: Showcase blender product by asking users to suggest products to blend </li></ul><ul><li>Tactics: Vlogging on company website and YouTube, RSS </li></ul><ul><li>Launched: October 2006 </li></ul><ul><li>Results: </li></ul><ul><ul><li>Increased brand awareness </li></ul></ul><ul><ul><li>Current Subscribers: 87,329 </li></ul></ul><ul><ul><li>Channel Views: 2,118,095 </li></ul></ul>
  10. 10. Drivers of Success <ul><li>Focus on relevant distribution channels </li></ul><ul><li>Provide value and relevance </li></ul><ul><li>Take the time to be social </li></ul><ul><li>Be honest and sincere </li></ul><ul><li>Listen to your customers and followers </li></ul>

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