Social Media in the Video Games Industry

The importance of SOCIAL MEDIA MONITORINGin the video games industryMay 2011Giles Palmer | giles@brandwatch.com | @joodoo9 1

The importance of SOCIAL MEDIA MONITORINGin the video games industryMay 2011Giles Palmer | giles@brandwatch.com | @joodoo9 2

APPROACH DEFINE Brand, product, title Agree, competitor set CONFIGURE Create ‘test’ query Configure and clean COLLATING DATA Report on: volume, topics, media mix, top sites, sentiment, competitor ANALYSIS context, share of voice, mentions over time Analyse results for trends and provide insight RECOMMENDATIONS Based on analysis and insights – in line with other proposed activity© 2011 Brandwatch | www.brandwatch.com 4

PURPOSE REPUTATION MANAGEMENT By continually monitoring what is being said about your brand online, we can actively engage with customers and manage your brand’s reputation online. CAMPAIGN TRACKING An important part of any campaign is how people respond to it. With social media monitoring we can determine what impact your campaigns are having in social spaces. MARCOMMS INSIGHTS We can learn a lot about the target audience just by listening to what they are saying online. This can help produce effective campaigns that are grounded in insight. BUSINESS INSIGHTS Listening to what is being said about you and your competitors’ brands can provide great insight into the market place and can help direct important business decisions. INFLUENCER IDENTIFICATION We deep dive into conversations about your brand, to see who is talking the most, and the loudest, and who is the most influential so that we can target them in our campaigns.© 2011 Brandwatch | www.brandwatch.com 5

WHAT WE DIDWe produced reports for Activision’s key titles in at least5 languages• Star Wars: The Force Unleashed • Goldeneye• Guitar Hero 6 • Call of Duty: Black Ops• DJ Hero 2 • True Crime• Tony Hawk: Shred • Blur• TransformersThese reports include an overview and analysis of what is beingsaid about the titles, where its being said, and also recommendedactivity for the titles.© 2011 Brandwatch | www.brandwatch.com 6

CALL OF DUTY Black Ops Game released Jeep Wrangler COD Edition Various general game conversations Single player ‘Wager match’ ‘First Strike’ Multiplayer trailer mode announced DLC announced Trailer Prestige edition 3DTV support announced announced© 2011 Brandwatch | www.brandwatch.com 10

HALO Reach User reviews and general conversations Game released DLC map pack Forge World map editor announced and limited edition Halo: Reach Xbox 360 Slim announced General conversations Cinematic trailer Black Friday E3 Cinematic trailer retail deals© 2011 Brandwatch | www.brandwatch.com 12

ASSASSINS CREED Brotherhood Game released User reviews and (US then EU) general conversations General conversations Multiplayer open BETA and trailer ‘Animus Project 1.0’ free DLC released ‘Animus Project New ‘Enter 2.0’ free DLC Story line Rome’ trailer released trailer PS3 DLC Announcement of announced collectors edition 7 Minute demo trailer released© 2011 Brandwatch | www.brandwatch.com 15

CONVERSATION STAGES PRE-RELEASE RELEASE POST-RELEASE • Acquiring and sharing information • Ownership high • User reviews • Enquiries • Sharing experiences©© 2011 Brandwatch| |www.brandwatch.com 2011 Brandwatch www.brandwatch.com 16 16

LEARNINGSWe now have a clearer picture of what drives conversation around agame’s launch and how content strategies can be used tomaximise it’s impact:• Content format• Timing of seeding• Defined target audience• Genre of game• Format of game© 2011 Brandwatch | www.brandwatch.com 17

CONTACTBrandwatch is a trading name of Runtime Collective LimitedRegistered in England & Wales: 38980534th Floor, International House, Queens Road, Brighton, BN1 3XE, United KingdomFROM THE USA: (617) 326-3921 (International +1 617 326 3921)FROM AUSTRALIA: (02) 8005 7966 (International +61 2 8005 7966)UK: 01273 234 290 (International +44 1273 234 290)TWITTER: @brandwatchSKYPE: BrandwatchFAX: +44 (0)1273 234 291DOCUMENT LIMITATIONThe information given in this document has been checked for accuracy and completenesshowever Brandwatch shall not be liable for any errors or omissions.© 2011 Brandwatch | www.brandwatch.com 19

http://afleury.posterous.com	42
http://www.linkedin.com	3
http://www.yatedo.fr	1

Social Media in the Video Games Industry

by Brandwatch

Accessibility

Categories

Upload Details

Usage Rights

3 Embeds 46

Statistics

Social Media in the Video Games Industry Presentation Transcript