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Xbox360 WOM Report

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The Xbox360 Street team

The Xbox360 Street team


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Transcript

  • 1. XBOX 360 Street Team Bi‐Annual
Report:
July
‐
December


‘08

  • 2. Comparative Overview • 
Influenced
Sales
 • 
Demo
Par@es
 • 
Retailer
Audi@ng
 • 
Team
Size
 • 
A
Specific
Comparison


  • 3. Compara@ve
Overview
of
Sales
Influenced
 • 
New
enthusias@c
team
members
 Referrals
 with
access
to
new
social
groups
have
 resulted
in
a
surge
in
influenced
sales.
 250
 200
 150
 July
'08
 • 
Price
drop
resulted
in
Xbox
360
being
 100
 Dec
'08
 50
 more
appealing
to
poten4al
 0
 consumers
than
compe@@on.


 July
'08
 Dec
'08
 • 
Christmas
period
paved
the
way
for
team
members
to
encourage
 peers
to
purchase
an
Xbox
360.

  • 4. Compara@ve
Demo
Party
Numbers
 • 
Team
management
ensuring
all
 
Demo
Par4es
Held
 Demo
Par@es
serve
their
intended
 60
 purpose
–
to
educate
and
influence
 50
 prior
to
sending
out
packs.
 40
 30
 20
 10
 • 
Ini@al
excitement
of
hos@ng
Demo
 0
 Par@es
is
wavering
with
the
older
 July
'08
 Dec
'08
 members
of
the
team.
 • 
Push
for
video
evidence
(especially
with
3rd
party
@tles)
and
a
 push
for
an
increase
in
the
quality
of
the
reports
has
resulted
in
 the
Demo
Par@es
being
less
a=rac4ve.

  • 5. Compara@ve
Retailer
Reports
 • 
An
extended
period
of
@me
where
 we
were
unable
to
provide
any
 50
 immediate
incen@ve
for
the
 40
 Store
Audit
Reports
 30
 comple@on
of
reports.
 20
 Mystery
Shopper
 Reports
 10
 • 
Older
team
members
becoming
 0
 increasingly
disinterested
with
the
 July
'08
 December
'08
 repe@@veness
of
the
task.
 • 
Management
being
flexible
on
deadlines
for
reports
due
in.

  • 6. Xbox
360
Street
Team
Size
Overview
 Team
Size
 • 
Recent
recruitment
serge
due
to
 100
 exposure
in
the
Gears
of
War
2:
COG
 80
 Hunt.
Added
authen@city
to
the
team.
 60
 40
 • 
Recruitment
avenues
such
as
forums
 20
 and
social
networking
sites
have
 0
 become
saturated
and
increasingly
 July
'08
 Dec
'08
 less
helpful
as
a
recruitment
ground.
 • 
Street
Team
cards
being
sent
out
with
referral
games
has
 resulted
in
new
members
eager
to
expand
their
Xbox
library
and
 advocate
for
the
product.

  • 7. Specifics
of
the
Compara@ve
Overview
 Team
Size
 Secret
Shoppers
 Store
Audits
 Demo
Par4es
 Sales
Influenced
 July
‘08
 67
 46
 50
 60
 119
 December
‘08
 81
 30
 28
 30
 248

  • 8. Objec@ves
in
‘09
 • 
U@lising
our
exis@ng
online
data
 • 
Revamp
the
direc4ves
with
a
focus
 bases
and
Ning,
spread
the
word
 on
making
the
experience
of
being
a
 about
street
team
ac4vity.
 member
more
exclusive
to
help
shape
 an
organic
content
sharing
 • 
Possibility
of
a
flexible
‘task
 community.
 comple4on
system’
in
which
Demo
 Par@es,
Mystery
Shopper
and
Store
 • 
U@lise
‘Ning’
to
create
an
Xbox
 Audit
reports
are
given
a
point
value
 Street
Team
page
designed
and
run
by
 and
each
teamer
must
submit
tasks
 the
Xbox
Street
Team.

 that
meet
or
exceed
the
2
month
 points
requirement.
 • 
Use
Ning
as
an
way
to
get
the
team
 involved,
dedica@ng
thread
topics
or
 • 
Specific
templates
issued
for
Demo
 parts
of
the
website
to
be
managed
 Par@es,
Mystery
Shopper
and
Store
 by
individual
team
members.
 Audit
reports
to
ensure
quality.
 • 
Generate
more
stunt
based
ac4vity
 • 
Monthly
reports
of
Mystery
Shopper
 around
dates
on
the
Xbox
calendar.
 and
Store
Audit
results.

  • 9. ROI
On
Campaign
To
Date
 
Investment
*
 
Actual
ROI

 
$140,579.05

 
$10.03

 Trial
 Actual
(to
date)
 
ROI
Actual
(to
date)

 Demo
par@es
(reach,
influence
and
educate)
 170
 Number
of
people
agending
par@es
 1530
 
$7,650.00

 Sales
 Console
 521
 
$301,659.00

 Xbox
Live
 130
 
$10,289.75

 Games
 3178
 
$317,651.10

 Accessories
 834
 
$57,518.40

 Retail
Support
 Number
of
stores
audited
 143
 
$2,860.00

 Mystery
shopping
no.
of
stores
 127
 
$2,540.00

 Market
Research
 Surveys
completed

 108
 
$4,320.00

 Collateral
Distribu4on
 Flyer
drops
(500
flyers
each
per
month
‐
orig
 0
 
$‐



 60000)
 WOM
 73
 
$365.00

 Online
conversa@ons
 0
 
$‐



 Seeding
 Support
marke4ng
events
 
$704,853.25

 *Also
includes
other
costs
that
do
not
 appear
on
this
games,
MS
Points
etc.

  • 10. ROI
Last
6
Months
 
Investment

 
Actual
ROI

 
$46,610.00

 
$14.14

 Trial
 Actual
(to
date)
 
ROI
Actual
(to
date)

 Demo
par@es
(reach,
influence
and
educate)
 30
 Number
of
people
agending
par@es
 270
 
$1,350.00

 Sales
 Console
 248
 
$143,592.00

 Xbox
Live
 62
 
$4,898.00

 Games
 1513
 
$151,204.36

 Accessories
 397
 
$27,379.20

 Retail
Support
 Number
of
stores
audited
 28
 
$560.00

 Mystery
shopping
no.
of
stores
 30
 
$600.00

 Market
Research
 Surveys
completed

 0
 
$‐



 Collateral
Distribu4on
 Flyer
drops
(500
flyers
each
per
month
‐
orig
 0
 
$‐



 60000)
 WOM
 0
 
$‐



 Online
conversa@ons
 0
 
$‐



 Seeding
 Support
marke4ng
events
 
$329,583.56

 *Also
includes
other
costs
that
do
not
 appear
on
this
games,
MS
Points
etc.


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