When we think about the word integration another word immediately comes to our mind, and that is connections. So, that’s why for the last few years, every time that someone had to speak about integrated campaigns, he presented an image similar to that:
Specially nowadays, with all these social media tools and APIs that made ease to integrate websites to Facebook fanpages, to twitter recipients to instamgram accounts, and so on, every digital campaign born with all parts totally connected. But there is another kind of integration that is much more important for brands and businesses and was only made possible because of the internet. Different from this flat, let’s say, horizontal integration, I’m talking about a deeper vertical integration.
This allows brand managers to assign different values for each part depending on the role that this part plays in the campaign In my view, this perspective of integrated campaigns eases the decision-making process.This is very well illustrated in the Big Skinny Case that we read this week. When you understand your consumer’s journey and the different roles that each part of your campaign performs to convince him in this process, and more important, which are those that influences more taking in account your product, brand and target characteristics, it helps you to distribute your investments much better.
More and more, analytics tools are lining up with that vision, allowing the tracking different KPIs configuration of integrated dashboards.This is an example of a dashboard from the interactive advertising bureau to track performance of a branded game or application.You can notice that it put together campaigns and financial metrics, and considers 4 steps of the consumers journey: awareness, appreciation, action, advocacy.
Branded games are a kind of investment that has a high potential of buzz but with high production costs.In terms of investment distribution, the decision of creating a game as a big part of an integrated campaign involves shifting budget from media buying to production. This means making a big bet on earning organic buzz media. So, the keypoints to consider are:Be 100% sure that is the most suitable form of communication for your brand’s promise and target behavior.Remember: Casual gamers are a much bigger audience than game fans- Make the right decisions about development: nothing would save a poorly done game - A branded game has to work as a communication tool for your brand, generating buzz. Integrate that with the right social optimization technics and tools: do a careful planning, so you won’t end up spending money to communicate the game to avoid total disaster
Through these moving parts, Social Network Gaming optimize overall Social Media in (1) players recruiting other players to partake in activity and (2) linking the increased social media activity to “unlocking” rewards in games. http://en.wikipedia.org/wiki/Social_network_game http://www.time.com/time/magazine/article/0,9171,1935113,00.htmlhttp://www.socialmediaexaminer.com/why-social-media-gaming-is-big-business-for-your-business/http://www.dreamgrow.com/social-media-gaming-infographic/
Social Media Optimization is comprised of: (1) People, (2) Services, and (3) Content People community driven, everything is social Services entertainment and/or function-driven Content content is king, content-driven “Social Games & Virtual Goods” by Martin Szugat of SnipClip.com
Making a good game metric driven, social then fun, must generate social capital, regular updates & new items… reach, retention, revenue Network effect reach, user acquisition, reengagement Engagement create competition among friends using visible metrics or get friends to help Arbitrage users, user-initiated actions, user-participation Monetization drama, friendship, competition, collections, gambling, individuality Creating Awareness convert non-gamers to casual gamers Selling know your demographic & setup easiest conversion methods: PayPal, Credit Card, Offers Branding in game advertising, controlled experience Remarketing capitalize on existing consumers, enticing users to re-purchase premium currency Type of Brand will determine what type of gaming you create- related to industry, product, or brand image itself DAU daily active user“ Monetizing Social Gaming” by Lisa Marino, Chief Revenue Officer of RockYou.Com
Gustavo Donda & Don ValdezINTEGRATED SOCIAL CAMPAIGNS & GAMESADVANCED SOCIAL MEDIA MARKETINGWEEK #3
GAMES - BASICS Games x brand’s promise and target behavior Consider the engagement pyramid Don’t skimp on development Brand campaign or Game campaign?
GAMES Moving parts Linchpin element vs. Equal contribution Selection of tactics Examples
LINCHPIN ELEMENT VS. EQUAL CONTRIBUTION Social Media Technology Optimization is the focal point of Social Gaming Features Social Media Platform Everything is Optimization secondary Monetization
SELECTION OF TACTICS CRITERIA VARIATIONS Making a Good Game Goals Network Effect Creating Awareness Selling Engagement Branding Arbitrage Remarketing Monetization Type of Brand