Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Social gaming summit berlin 2012

853 views

Published on

Presentation on creating a robust go to market strategy for a social game

  • Be the first to comment

  • Be the first to like this

Social gaming summit berlin 2012

  1. 1. 23 May 2012
  2. 2. AgendaBackgroundDo not rely on performance marketingThe Right Way to Launch A Social GamePromotion is the keySummary
  3. 3. Lloyd Melnick
  4. 4. fiveonenine games
  5. 5. More stars than Manchester City Ex-Studio Head of EA’s  Gardens of Time North Carolina office  Shutter Island Member founding  City of Wonder management team at  Mortimer Beckett Motricity and Appia  Big City Adventure Team lead at RIM’s NC studio  Madden 3DS 20 year veteran of  Nascar Kart Racing Wii IBM/Microsoft/Citrix  Woodland Heroes GM Europe and LATAM at Disney/Playdom
  6. 6. Cost of Ads Skyrocketing CPM increases 41% year on year CPC increases 23% versus Q4 2011 Huge variance makes planning difficult Engagement drops 8% in US Courtesy TBG Digital
  7. 7. Limited Audience
  8. 8. Launch PlanPre-LaunchLaunchPost Launch
  9. 9. Key Elements to Pre-Launch Phase • TestResearch • Involve Customers • Steps Plan • Resources • Goals
  10. 10. Pre-Launch Fundamentals Target Distribution Promotion
  11. 11. Know thy customer Demographic Interests Value proposition Positioning Campaign Story is a political social game simulation targeting women 30 and older
  12. 12. Launch Plan The details of who does what when and where
  13. 13. Numbers, numbers, numbersInitial spendsTriggersCash flow and reserveLTVDAU
  14. 14. Coordinate You Media Platforms Partners Ad Press Agency
  15. 15. Key Elements to LaunchWhen and WherePromotionSupport
  16. 16. When and Where • Minimum Desirable Product • Full BetaWhen • Speed to Market • Competitive LaunchesWhen II • Facebook English • Philippines, Indonesia, ThailandWhere • Global
  17. 17. Promotion/Media MixPerformance Social TV Web Videos PR
  18. 18. Support is marketing Customer service Community management Social media
  19. 19. Post-Launch: Measure and React Measure Analyze Adjust
  20. 20. Television
  21. 21. Multiple TV OptionsExcess InventoryJoint Ventures“Infomercials”Traditional Advertising
  22. 22. Multimedia Distribution
  23. 23. Even More Options Joint Venture/Rev House Ads Share Cross Ad Promotion Sponsored
  24. 24. Social Media
  25. 25. Easy Way Out Not just ads Events and Create a promotions dialogue
  26. 26. At least match Chrysler Facebook • Fan pages • Promotions • Events • Giveaways Twitter • Company • Game Tumblr • Game devs Other • Pinterest • Instagram
  27. 27. Performance Options MediationMedia buying • TBG, SOMO, MdotM Direct • Facebook ads Ad networks • Millenial, iAds
  28. 28. Marketing Videos Multiple videos Attempt to go Different styles Embed on YouTube viral• 15 seconds • Gameplay • Fiveonenine • Don’t force• 30 seconds • Traditional website product• 60 seconds ads • Parent • Not boring• 120 seconds companies • Emotional cross roller coaster promotion • Surprise • Press
  29. 29. Web Targeted Blogs Special Know thy interests consumer
  30. 30. SummaryPerformance marketing is part of the plan, not THEPLANDo not neglect traditional marketing channelsPerformance marketing is still importantMeasure and react
  31. 31. Thank youLloyd.melnick@fiveoneninegames.comTwitter: Lloyd Melnickhttp://lloydmelnick.com/

×