Monitoring for the Gaming Industry


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Nick Owen from Five by Five shows how he monitored the launch of various video games for Activision

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Monitoring for the Gaming Industry

  1. 1. The importance of social media monitoring in the video games industry<br />Nick Owen<br /><br />@darthngo<br />
  2. 2. Overview<br />How we approach social media monitoring<br />Our work for Activision<br />Insights into how timing and nature of content can drive conversation<br />
  3. 3. Approach<br />Define<br />Brand, product, title<br />Agree, competitor set<br />Configure<br />Create ‘test’ query<br />Configure and clean<br />Collating data<br />Report on: volume, topics, media mix, top sites, sentiment, competitor context, share of voice, mentions over time<br /> Analysis<br /> Analyse results for trends and provide insight<br />Recommendations<br />Based on analysis and insights – in line with other proposed activity<br />
  4. 4. Purpose<br />Reputation Management<br />By continually monitoring what is being said about your brand online, we can actively engage with customers and manage your brand’s reputation online.<br />Campaign Tracking<br />An important part of any campaign is <br />how people respond to it. With social <br /> media monitoring we can determine <br /> what impact your campaigns are <br /> having in social spaces.<br />Influencer Identification<br />We deep dive into conversations about <br />your brand, to see who is talking the <br />most, and the loudest, and who is the <br />most influential so that we can target them <br />in our campaigns.<br /> Marcomms Insights<br /> We can learn a lot about the <br /> target audience just by listening <br /> to what they are saying online. <br /> This can help produce effective <br /> campaigns that are grounded <br /> in insight.<br />Business Insights<br />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.<br />
  5. 5. What we did<br />We produced reports for Activision’s key titles in at least 5 languages:<br />These reports include an overview and analysis of what is being said about the titles, where its being said, and also recommended activity for the titles.<br /><ul><li>Star Wars: The Force Unleashed
  6. 6. Guitar Hero 6
  7. 7. DJ Hero 2
  8. 8. Tony Hawk: Shred
  9. 9. Transformers
  10. 10. Goldeneye
  11. 11. Call of Duty: Black Ops
  12. 12. True Crime
  13. 13. Blur</li></li></ul><li>How we did it<br />Created search-strings and query-groups<br />Bespoke dashboards to mirror report format<br />Over 80 users<br />
  14. 14. Games market<br />Every game is different, but they follow a pattern<br />Issue for the industry of pre-owned sales<br />Release<br />Announcement<br />Teaser content<br />Building interest, more detail<br />DLC* & community<br />*DLC means downloadable content<br />
  15. 15. <ul><li> Burst campaign
  16. 16. Massive launch
  17. 17. Multiplayer focus
  18. 18. Video clip sharing</li></li></ul><li>Game released<br />Jeep Wrangler COD Edition<br />Various general game conversations<br />Single player trailer<br />‘Wager match’ mode announced<br />‘First Strike’ DLC announced<br />Multiplayer Trailer<br />Prestige edition announced<br />3DTV support announced<br />
  19. 19. <ul><li> Longer burn campaign
  20. 20. Multiplayer focus
  21. 21. Video clip sharing</li></li></ul><li>User reviews and general conversations<br />Game released<br />Forge World map editor and limited edition Halo: Reach Xbox 360 Slim announced<br />DLC map pack announced<br />General conversations<br />Cinematic trailer<br />E3<br />Black Friday retail deals<br />Cinematic trailer<br />
  22. 22. Vs.<br />
  23. 23. <ul><li> Single player, introducing multiplayer
  24. 24. Well-structured DLC calendar
  25. 25. Trailer heavy campaign</li></li></ul><li>Game released (US then EU)<br />User reviews and general conversations<br />General conversations<br />‘Animus Project 1.0’ free DLC released<br />Multiplayer open BETA and trailer<br />New ‘Enter Rome’ trailer<br />‘Animus Project 2.0’ free DLC released<br />Story line trailer<br />Announcement of collectors edition<br />PS3 DLC announced<br />7 minute demo trailer released<br />
  26. 26. Conversation stages<br />
  27. 27. Learnings<br />We now have a clearer picture of what drives conversation around a game’s launch and how content strategies can be used to maximise it’s impact:<br />Content format<br />Timing of seeding<br />Defined target audience<br />Genre of game<br />Format of game<br />
  28. 28. Thank you<br />Any questions?<br />Nick Owen<br /><br />@darthngo<br />