Xbox360 WOM Report

1,444 views

Published on

The Xbox360 Street team

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,444
On SlideShare
0
From Embeds
0
Number of Embeds
10
Actions
Shares
0
Downloads
27
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Xbox360 WOM Report

  1. 1. XBOX 360 Street Team Bi‐Annual
Report:
July
‐
December


‘08

  2. 2. Comparative Overview • 
Influenced
Sales
 • 
Demo
Par@es
 • 
Retailer
Audi@ng
 • 
Team
Size
 • 
A
Specific
Comparison


  3. 3. Compara@ve
Overview
of
Sales
Influenced
 • 
New
enthusias@c
team
members
 Referrals
 with
access
to
new
social
groups
have
 resulted
in
a
surge
in
influenced
sales.
 250
 200
 150
 July
'08
 • 
Price
drop
resulted
in
Xbox
360
being
 100
 Dec
'08
 50
 more
appealing
to
poten4al
 0
 consumers
than
compe@@on.


 July
'08
 Dec
'08
 • 
Christmas
period
paved
the
way
for
team
members
to
encourage
 peers
to
purchase
an
Xbox
360.

  4. 4. Compara@ve
Demo
Party
Numbers
 • 
Team
management
ensuring
all
 
Demo
Par4es
Held
 Demo
Par@es
serve
their
intended
 60
 purpose
–
to
educate
and
influence
 50
 prior
to
sending
out
packs.
 40
 30
 20
 10
 • 
Ini@al
excitement
of
hos@ng
Demo
 0
 Par@es
is
wavering
with
the
older
 July
'08
 Dec
'08
 members
of
the
team.
 • 
Push
for
video
evidence
(especially
with
3rd
party
@tles)
and
a
 push
for
an
increase
in
the
quality
of
the
reports
has
resulted
in
 the
Demo
Par@es
being
less
a=rac4ve.

  5. 5. Compara@ve
Retailer
Reports
 • 
An
extended
period
of
@me
where
 we
were
unable
to
provide
any
 50
 immediate
incen@ve
for
the
 40
 Store
Audit
Reports
 30
 comple@on
of
reports.
 20
 Mystery
Shopper
 Reports
 10
 • 
Older
team
members
becoming
 0
 increasingly
disinterested
with
the
 July
'08
 December
'08
 repe@@veness
of
the
task.
 • 
Management
being
flexible
on
deadlines
for
reports
due
in.

  6. 6. Xbox
360
Street
Team
Size
Overview
 Team
Size
 • 
Recent
recruitment
serge
due
to
 100
 exposure
in
the
Gears
of
War
2:
COG
 80
 Hunt.
Added
authen@city
to
the
team.
 60
 40
 • 
Recruitment
avenues
such
as
forums
 20
 and
social
networking
sites
have
 0
 become
saturated
and
increasingly
 July
'08
 Dec
'08
 less
helpful
as
a
recruitment
ground.
 • 
Street
Team
cards
being
sent
out
with
referral
games
has
 resulted
in
new
members
eager
to
expand
their
Xbox
library
and
 advocate
for
the
product.

  7. 7. Specifics
of
the
Compara@ve
Overview
 Team
Size
 Secret
Shoppers
 Store
Audits
 Demo
Par4es
 Sales
Influenced
 July
‘08
 67
 46
 50
 60
 119
 December
‘08
 81
 30
 28
 30
 248

  8. 8. Objec@ves
in
‘09
 • 
U@lising
our
exis@ng
online
data
 • 
Revamp
the
direc4ves
with
a
focus
 bases
and
Ning,
spread
the
word
 on
making
the
experience
of
being
a
 about
street
team
ac4vity.
 member
more
exclusive
to
help
shape
 an
organic
content
sharing
 • 
Possibility
of
a
flexible
‘task
 community.
 comple4on
system’
in
which
Demo
 Par@es,
Mystery
Shopper
and
Store
 • 
U@lise
‘Ning’
to
create
an
Xbox
 Audit
reports
are
given
a
point
value
 Street
Team
page
designed
and
run
by
 and
each
teamer
must
submit
tasks
 the
Xbox
Street
Team.

 that
meet
or
exceed
the
2
month
 points
requirement.
 • 
Use
Ning
as
an
way
to
get
the
team
 involved,
dedica@ng
thread
topics
or
 • 
Specific
templates
issued
for
Demo
 parts
of
the
website
to
be
managed
 Par@es,
Mystery
Shopper
and
Store
 by
individual
team
members.
 Audit
reports
to
ensure
quality.
 • 
Generate
more
stunt
based
ac4vity
 • 
Monthly
reports
of
Mystery
Shopper
 around
dates
on
the
Xbox
calendar.
 and
Store
Audit
results.

  9. 9. ROI
On
Campaign
To
Date
 
Investment
*
 
Actual
ROI

 
$140,579.05

 
$10.03

 Trial
 Actual
(to
date)
 
ROI
Actual
(to
date)

 Demo
par@es
(reach,
influence
and
educate)
 170
 Number
of
people
agending
par@es
 1530
 
$7,650.00

 Sales
 Console
 521
 
$301,659.00

 Xbox
Live
 130
 
$10,289.75

 Games
 3178
 
$317,651.10

 Accessories
 834
 
$57,518.40

 Retail
Support
 Number
of
stores
audited
 143
 
$2,860.00

 Mystery
shopping
no.
of
stores
 127
 
$2,540.00

 Market
Research
 Surveys
completed

 108
 
$4,320.00

 Collateral
Distribu4on
 Flyer
drops
(500
flyers
each
per
month
‐
orig
 0
 
$‐



 60000)
 WOM
 73
 
$365.00

 Online
conversa@ons
 0
 
$‐



 Seeding
 Support
marke4ng
events
 
$704,853.25

 *Also
includes
other
costs
that
do
not
 appear
on
this
games,
MS
Points
etc.

  10. 10. ROI
Last
6
Months
 
Investment

 
Actual
ROI

 
$46,610.00

 
$14.14

 Trial
 Actual
(to
date)
 
ROI
Actual
(to
date)

 Demo
par@es
(reach,
influence
and
educate)
 30
 Number
of
people
agending
par@es
 270
 
$1,350.00

 Sales
 Console
 248
 
$143,592.00

 Xbox
Live
 62
 
$4,898.00

 Games
 1513
 
$151,204.36

 Accessories
 397
 
$27,379.20

 Retail
Support
 Number
of
stores
audited
 28
 
$560.00

 Mystery
shopping
no.
of
stores
 30
 
$600.00

 Market
Research
 Surveys
completed

 0
 
$‐



 Collateral
Distribu4on
 Flyer
drops
(500
flyers
each
per
month
‐
orig
 0
 
$‐



 60000)
 WOM
 0
 
$‐



 Online
conversa@ons
 0
 
$‐



 Seeding
 Support
marke4ng
events
 
$329,583.56

 *Also
includes
other
costs
that
do
not
 appear
on
this
games,
MS
Points
etc.


×