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Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
Growing @YourGameStudio Using #SocialMediaMarketing
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Growing @YourGameStudio Using #SocialMediaMarketing

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"Growing @YourGameStudio Using #SocialMediaMarketing" - as presented at the Canadian Games Conference in Vancouver, BC - 21/05/2011

"Growing @YourGameStudio Using #SocialMediaMarketing" - as presented at the Canadian Games Conference in Vancouver, BC - 21/05/2011

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  • 1. by
    Matt Tanner
    Business Development Manager – Snowed In Studios
    Find me on Twitter!
    @mtanner613
    @snowedinstudios
    1
  • 2. 2
    Share your thoughts using the hashtag: #CGC_SMM
  • 3. Who is this talk for?
    Anyone looking to use social media for marketing
    Positioned towards smaller studios
    People with at least introductory knowledge of social media platforms
    People working in any role at their studio/company
    3
  • 4. Objectives and Takeaways
    Gain a better understanding of social media marketing and how to apply it
    Discover how social media marketing needs to fit into your business plan
    A few best practicesand inspiration to use social media marketing your own way
    4
  • 5. Agenda
    Introduction
    The Market Today
    Social Media vs. Traditional Marketing
    3 Big Ones and Best Practices
    Data and Analytics
    Conclusion/Recap
    5
  • 6. A little about me…
    With Snowed In for just under a year
    Canadian, lived in Germany for a year and love to travel
    Currently playing Black Ops, Forza 3 and Mortal Kombat
    6
  • 7. About Snowed In Studios
    7
    • In operation for just over a year (since February 2010)
    • 8. Half a million dollars in revenue in first year
    • 9. Programming support and full-title development studio with clients including Eidos, BHVR, EA Salt Lake and more
  • About the market environment
    8
    The Market Today
  • 10. Target Market Landscape
    9
    Mainstream Publishers
    and Developers
    Mainstream Gamers
    Indie Publishers
    and Developers
    Niche Gamers
  • 11. Challenge: Noise
    10
  • 12. 11
    Challenge: Fragmentation
  • 13. Challenge: Consumer Buying Power
    12
    $137.82
    2010 Average total annual player spend on
    video games in the US ($USD)
    $40
    2010 Average sale price of a video
    game title (retail boxed) ($USD)
    3.5
    Approximate number of games bought per
    player
    Source: NewZoo, Games Market Report Summary 2010, Chart-Track
  • 14. 13
    How do you overcome the challenges?
  • 15. Why use social media marketing instead?
    14
    Traditional vs. Social Media Marketing
  • 16. 15
    Traditional vs. Social Media Marketing
    TraditionalMarketing
    Inbound Marketing
    • Focus on quantity
    • 17. Push-based communication
    • 18. Us & Them separation
    • 19. Focus on quality
    • 20. Pull/Interactivity-based communication
    • 21. Integration
    Average lead cost*
    $332
    Average lead cost*
    $134
    *Source: State of Inbound Marketing Report, 2011
  • 22. Is Social Media Worthwhile?
    Traditional Marketing
    Online/Social Media Marketing
    Average revenue
    Average
    return-on-investment per dollar spent
    Average likelihood to allocate more budget to marketing
    16
    $22 billion
    $30.8 billion
    $1.85
    (online)
    $0.84
    (print)
    94%
    (Social Media)
    51%
    (Direct Mail)
    Source: BCG, The CMO’s Imperative – Nov. 2010
  • 23. Traditional Marketing Dying Off
    Spending on social media marketing is said to increaseby 53%, only behind website (64%) and seach engine marketing (62%)
    Spending on traditional marketing is said to decrease, including direct mail (25%), broadcast ads (29%) and print ads (37%)
    17
    Source: Marketing Sherpa, Social Marketing Benchmark Report 2011
  • 24. Why Aren’t Companies Using It?
    Fear: some people are afraid of using what’s unfamiliar or fear they could lose control of their brand
    Uncertainty:return-on-investment (ROI) is harder to prove than with impression-based marketing
    Track record:there are too few big “success stories” to inspire using it
    18
  • 25. People like to share
    19
    What they’re thinking/feeling/doing
    Their interests
    and values
    Relevant information, data and media
  • 26. Psychology of Social Media
    Instant gratification
    “Why send fan mail when I can tweet?”
    Sense of belonging/community/society
    “I can talk to this company like I do with my friends”
    Two-way conversation
    “This company cares about what I have to say”
    20
  • 27. Leverage Psychology
    Use the psychological benefits of social media to integrate your audience in the context of your company
    21
  • 28. 3 Keys to Great Marketing
    Know your target market and audience
    Know what action your want them to take
    Give them a good reason to take that action
    22
  • 29. 3 Keys to Social Media Marketing
    Be consistent and stay top of mind
    Share relevant, captivating and/or interesting info
    Be personal, be human – no one likes talking to a logo
    23
  • 30. Example: Ask JJB
    24
  • 31. What’s Ask JJB?
    Periodic podcast starring Eidos Montreal’s Jonathan Jacques-Belletête, Art Director on Deus Ex: Human Revolution
    Answers user questions asked via the studio’s Twitter and Facebook pages about the new game
    Sometimes included unusual content like hats and cows
    25
  • 32. Why is “Ask JJB” Great Social Media Marketing?
    Consistency:while it was produced, it was released about once a week
    Relevancy: it spoke to and answered questions about Deus Ex’s development
    Personality: answered questions directly back at users who asked them, starring the Art Director himself
    26
  • 33. Tools everyone should be using and
    how to use them best
    27
    The“Big 3” and Best Practices
  • 34. What are the “Big 3”?
    Twitter (www.twitter.com)
    Facebook(www.facebook.com)
    LinkedIn (www.linkedin.com)
    28
  • 35. Why Should You Use the “Big 3”?
    They each offer a unique benefit:
    News & info-based conversation
    Personal context & conversation
    Professional context & conversation
    29
  • 36. Why Should You Use the “Big 3”?
    They specialize in different applications:
    PR, CRM, outbound marketing
    Word of mouth, viral marketing
    B2B marketing and research
    30
  • 37. Why Should You Use the “Big 3”?
    They are some of the biggest networks:
    Over 200 million users
    Over 600 million active users
    Over 100 million users
    31
  • 38. Marketing to All Age Groups
    32
    Source: Google DoubleclickAd Planner
  • 39. What about the others?
    33
    What are the needs of your studio and howdoes your audience want tocommunicate?
    • Media-oriented?
    • 40. Strong business needs?
    • 41. Viral distribution?
    • 42. Personal-level?
    Use them in combination with the “Big 3”!
  • 43. Now that we know why…
    Let’s look at how to do it right.
    34
  • 44. 35
  • 45. Applications: public relations, brand visibility, outbound marketing and CRM
    Bonus features: include photos/videos, deep-linking between pages
    36
  • 46. Twitter is for Information
    37
    Source: Edison Research (April 2010), Burson-Marstellerstudy (Jan 2010)
  • 47. Twitter Best Practices
    Post engaging and relevant “retweetable” content
    Use @s and #s wherever possible, but don’t overuse them
    Don’t just post news – start a conversation!
    38
  • 48. 39
    Example: Uncharted 2
  • 49. About Uncharted 2& Twitter
    Twitter integration in options menu of game to allow players to post Tweets as game progressed
    Likely intended to spread noise, #uncharted2 trend and reward gameplay
    Ultimately removed via a patch after feedback from community
    40
  • 50. What happened?
    Consistency:posts were actually too consistent, many Feeds were simply flooded
    Relevancy: posts were relevant – but very shallow and un-engaging – not re-tweetable
    Personality: posts were automated. Combined with high frequency, they appeared as spam would
    41
  • 51. 42
  • 52. Applications: word of mouth influence, viral marketing, media-rich marketing
    Bonus features: create “second webpages”, games, apps, media, etc.
    43
  • 53. Facebook is for Sharing
    44
    Source: Adapted from AddToAny via Silicon Valley Insider
  • 54. Facebook Best Practices
    Post in the morning or in the evening, before and after the work day
    Make a call to action: “click here”, “tell us what you think”, etc.
    Include media or media links whenever possible
    45
  • 55. 46
    Example: Guitar Hero
  • 56. Guitar Heroon Facebook
    One of the largest video game Facebook pages at over 4 million users
    13% growth per month (average is ~4% per month)
    Mostly driven by user-generated content and media-sharing
    47
  • 57. What are they doing right?
    Consistency:posts about 10 times per week; rarely with “normal posts”
    Relevancy: posts are music-related, with share-able content like music videos, VIP photos, etc.
    Personality: calls to action make page relatable, includes links to individual staff’s Twitter pages
    48
  • 58. 49
  • 59. Applications: B2B marketing, opinion leadership, networking
    Bonus features: info-rich Company Pages, Answers, Groups, etc.
    50
  • 60. LinkedIn is for Business-to-Business
    of users are decision-makers in their company
    of users have generated business using LinkedIn
    users worldwide, with more than half from outside the US
    51
    50%
    41%
    Over
    100MM
    Source: HubSpot “LinkedIn by the Numbers”, LinkedIn
  • 61. LinkedIn Best Practices
    Don’t try to connect with everyone, but don’t be anonymous or hidden
    Nurture relationships and stay in touch with key contacts
    Get involved: post Answers, join Groups and add Applications
    52
  • 62. Social Media for Lead Generation
    53
    Source: State of Inbound Marketing Report, 2011
  • 63. How to keep track of your efforts
    54
    Data and Analytics
  • 64. Data and Analytics
    Why bother spend precious time and money if you don’t know what you’re getting out of it?
    You need to measure your efforts and act accordingly!
    55
  • 65. Follower Counts Aren’t Valid Metrics
    Twitter has a high spam rate due to low barriers
    Facebook network is useless if your Fans don’t share content
    LinkedIn network is useless if you don’t know most of your contacts
    56
    ?
    ?
    ?
    ?
    ?
    ?
    ?
    ?
    ?
    ?
    ?
  • 66. Matching Goals to Metrics
    Marketing Goal
    Drive website traffic
    Increase influence and visibility
    Increase user engagement
    Drive sales
    Social Media Metric
    Click-through rate
    Klout score, Mentions, Retweets, Shares, etc.
    Time spent on site/page, bounces
    Conversion rates
    57
  • 67. Social Media Management Tools
    58
  • 68. In case you missed it, here’s what you need to know
    59
    Conclusion and Recap
  • 69. Recap / Takeaways
    Be aware of and monitor market conditions and changes
    3 Keys to Social Media Marketing
    Consistency
    Relevancy
    Personality
    Measure your efforts and act accordingly
    60
  • 70. 61
    How will you reach your audience?
  • 71. 62
    Because if you don’t…
    Someone else will!
  • 72. 63
    Thank you!
  • 73. Questions and answers
    64
  • 74. Copyrights & Image Sources by Slide Number
    Logos and related media throughout: Various owners, by logo (StumbleUpon, LinkedIn, Twitter, YouTube, Wordpress, Facebook, FourSquare, Tumblr, Vimeo, Flickr, Ecademy, Viadeo, Digg, Delicious, Blogspot, Hootsuite, Seeismic, Tweetdeck, CoTweet)
    5: Twitter bird illustration, Matt Hamm
    7: Logo © Snowed In Studios Inc.
    8: via Nash Albacea, Thoughts and Keys blog
    13: via concepts.archipelago.ie
    14: cell phone via LondonCalling.co, two men TV photo via JazzStreetVancouver.ca
    17: iPhone photo via Foresite-nc.com, TV photo via IQuestionAuthority.com
    21: keyboard photo via BarbaraLing.com
    24-25: © EidosMontreal, Deus Ex: Human Revolution is a ™ of Eidos Montreal and Square Enix
    34: © Facebook via Vectors4U.com
    39-40: © Sony Computer Entertainment of America, Uncharted 2 is a ™ of Sony Entertainment of America
    46-47: Guitar Hero is a ® of Activision Publishing, games and material © Activision Publishing
    54: via PSDGraphics.com
    55: golf photo via Cross Creek Plantation
    56: Spam ® logo © Hormel Foods Corp., trash icon JazielValladares
    59: Homer framecap © Fox and related entities
    61: via Lucy Langdon, SEOmoz.org
    62: © MonkeyGrenade via GamerDNA.com
    65

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