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Monitoring the Gaming Industry with Activision

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Giles Palmer, CEO, Brandwatch, explains how his team monitoring the buzz around the launch of Tour of Duty: Black Ops and other games, to enhance marketing impact.

Giles Palmer, CEO, Brandwatch, explains how his team monitoring the buzz around the launch of Tour of Duty: Black Ops and other games, to enhance marketing impact.

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  • 1. THE IMPORTANCE OF SOCIAL MEDIAMONITORING IN THE VIDEO GAMES INDUSTRYMay 2011Giles Palmer | giles@brandwatch.com | @joodoo9© 2011 Brandwatch | www.brandwatch.com 1
  • 2. OVERVIEW• How we approach social media monitoring• Our work for Activision• Insights into how timing and nature of content can drive conversation© 2011 Brandwatch | www.brandwatch.com 2
  • 3. APPROACH 1) DEFINE Brand, product, title Agree, competitor set 2) CONFIGURE Create ‘test’ query Configure and clean 3) COLLATING DATA Report on: volume, topics, media mix, top sites, sentiment, competitor context, share of voice, 4) ANALYSIS mentions over time Analyse results for trends and provide insight 5) RECOMMENDATIONS Based on analysis and insights – in line with other proposed activity© 2011 Brandwatch | www.brandwatch.com 3
  • 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.INFLUENCER CAMPAIGNIDENTIFICATION TRACKINGWe deep dive into An important part of anyconversations about campaign is how peopleyour brand, to see who respond to it. Withis talking the most, and social media monitoringthe loudest, and who is we can determine whatthe most influential so impact your campaignsthat we can target them are having in socialin our campaigns. spaces.BUSINESS INSIGHTS MARCOMMS INSIGHTSListening to what is being said We can learn a lot about theabout you and your competitors’ target audience just bybrands can provide great insight listening to what they areinto the market place and can saying online. This can helphelp direct important business produce effective campaignsdecisions. that are grounded in insight.© 2011 Brandwatch | www.brandwatch.com 4
  • 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 5
  • 6. HOW WE DID IT• Created search-strings and query-groups• Bespoke dashboards to mirror report format• Over 80 users© 2011 Brandwatch | www.brandwatch.com 6
  • 7. GAMES MARKET• Every game is different, but they follow a pattern• Issue for the industry of pre-owned sales*DLC means downloadable content© 2011 Brandwatch | www.brandwatch.com 7
  • 8. CALL OF DUTY BLACK OPS • Burst campaign • Massive launch • Multiplayer focus • Video clip sharing© 2011 Brandwatch | www.brandwatch.com 8
  • 9. 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 9
  • 10. HALO REACH • Longer burn campaign • Multiplayer focus • Video clip sharing© 2011 Brandwatch | www.brandwatch.com 10
  • 11. 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 11
  • 12. CALL OF DUTY VS HALO© 2011 Brandwatch | www.brandwatch.com 12
  • 13. ASSASSINS CREED BROTHERHOOD • Single player, introducing multiplayer • Well-structured DLC calendar • Trailer heavy campaign© 2011 Brandwatch | www.brandwatch.com 13
  • 14. 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 trailer Rome’ trailer released PS3 DLC Announcement of announced collectors edition 7 Minute demo trailer released© 2011 Brandwatch | www.brandwatch.com 14
  • 15. CONVERSATION STAGESPre-release Release Post-release• Acquiring and sharing information • Ownership high • User reviews• Enquiries • Sharing experiences© 2011 Brandwatch | www.brandwatch.com 15
  • 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 16
  • 17. INFLUENCERS – AMPLIFYING THE MESSAGE© 2011 Brandwatch | www.brandwatch.com 17
  • 18. INFLUENCE IS ABOUT THE NETWORK© 2011 Brandwatch | www.brandwatch.com 18
  • 19. FOR BLOGGERS INFLUENCE IS TOPIC CENTRIC Search Social InboundSite Rank ranking Traffic linking links type supplierlondoneater.com 71,493 46 377 19 29,609 Commercial Nochocablog.com 69,641 17 1,456 11 15,060 Mainstream Nohelengraves.co.uk 62,780 14 54 14 29,103 Individual Nocheesenbiscuits.blogspot.com 62,269 14 322 2 14,566 Developing Nocottagesmallholder.com 61,657 21 4,730 3 15,248 Commercial Nolondonist.com 57,777 24 330 51 254,301 Mainstream Noinnocentdrinks.typepad.com 55,858 6 64 1 5,751 Commercial Yesjamieoliver.com 54,904 81 180,899 0 79,633 Mainstream Yesbbcgoodfood.com 54,892 49 183,740 0 29,252 Mainstream Nokalynskitchen.blogspot.com 54,697 7 134 19 83,218 Developing Nogoodtoknow.co.uk 54,651 380 60,564 0 17,645 Mainstream Yesviewlondon.co.uk 54,532 31 13,804 0 62,643 Commercial Nomydish.co.uk 54,279 14 21,776 0 2,454 Mainstream Yesminimins.com 54,089 179 1,677 0 689 Developing Noeuropealacarte.co.uk 53,848 20 36 12 2,082 Commercial Nobarbecue-party.com 53,693 13 469 140 414 Developing Nogodine.co.uk 53,692 24 8,324 0 27,176 Mainstream Nodeliaonline.com 53,521 19 55,094 0 9,364 Mainstream Yesallaboutyou.com 53,296 48 1,879 0 43,405 Commercial Nosofeminine.co.uk 53,198 9 3,954 0 89,730 Commercial Nofoodstufffinds.blogspot.com 52,802 11 0 11 2,154 Individual Noaspoonfulofsugar.net 52,668 5 101 2 132 Individual Nostartcooking.com 52,579 1 320 11 8,960 Commercial Nocheaphealthygood.blogspot.com 52,512 14 7 16 24,654 Developing Nosimplyrecipes.com 52,432 27 4,556 21 414,608 Developing Noglutenfreegoddess.blogspot.com 52,056 7 540 119 50,780 Commercial Noallotment.org.uk 51,995 15 4,094 0 5,554 Developing Nocooksister.com 51,988 23 1,151 19 17,956 Commercial Nothegidietbreakthrough.com 51,942 7 636 2 80 Commercial yes 19
  • 20. THANK YOUgiles@brandwatch.com@joodoo9Presentation developed with the help of: Nick Owen fromfivebyfive© 2011 Brandwatch | www.brandwatch.com 20

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