Square Enix: Building a Social Network for Enthusiasts Word of Mouth Basic Training April 18, 2007 Bob Troia, Founder and ...
Some Background... 1989 Dragon Warrior I  (NES) 2005 Dragon Quest VIII:  Journey of the Cursed King (PS2)
Brand Challenges <ul><li>40 million+ worldwide sales </li></ul><ul><li>Dragon Quest VIII launched in Japan previous year –...
RPG Genre Challenges <ul><li>Subset of the “hardcore gaming” audience </li></ul><ul><li>Historically sell less than 150-20...
Fragmented Marketing Landscape Official Sites Fan Sites General Social Network and Social Media Sites Video Game Informati...
The Passion Pyramid General Consumers Niche Consumers Brand Champions Customers / Brand Enthusiasts Casual Hardcore Passio...
Engage, Empower, and Connect Passionate Consumers Anticipation Co-creation Education Motivation Engage Recommendation Cons...
“ Slime Knights” <ul><li>An enthusiast community for fans of the Dragon Quest series combining elements of: </li></ul><ul>...
Activities and Content Creation <ul><li>“ Quests”: </li></ul><ul><li>50% Fun and Engaging </li></ul><ul><li>50% Reinforce ...
Selling Point:  Unique and distinct cel-shading art style of  Dragon Quest  artist Akira Toriyama: Quest:  Mimic the cel-s...
Selling Point:  Open, non-linear story and environment that players can explore endlessly in their own way Quest:  Create ...
Project Slimeway
Halloween Activity
Fan-Created Ads
140+ Quests 27,000+ Submissions
Spreading the Word IM Icons Messageboard Banners Desktop Wallpapers
Customized MySpace Profiles
Activism
Sharing Personal Experiences & Research
Sharing Personal Experiences & Research “ After being a member of Slime Knights,   I have become more willing to talk abou...
Membership Growth
Membership Growth
Sales Trend
Results <ul><li>14,000+ members </li></ul><ul><li>140+ quests </li></ul><ul><li>27,000+ submissions </li></ul><ul><li>160,...
Results 600,000+ units sold to date Dragon Quest VIII  has been the most successful release since the original  Dragon War...
New York 135 West 26 th  Street 8 th  Floor New York, NY 10001 (212) 684-9100 Bob Troia Founder and President bob [ at ] b...
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Square Enix: Building a Social Network for Enthusiasts (from WOMMA's Word of Mouth Basic Training 2007 Conference)

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When it came time to release the eighth installment of its popular video game franchise, Dragon Quest, developer Square Enix had an important question to answer: How could it generate enthusiasm for a game that doesn't yet exist? Learn how Square Enix reinvigorated the Dragon Quest franchise with Slime Knights, a branded, enthusiast-driven social network for like-minded gamers.

The concepts presented are applicable to any brand, product, or service, regardless of your industry.

(presentation from the Word of Mouth Marketing Association's Word of Mouth Basic Training 2007 Conference)

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  • Impressive presentation of 'Square Enix: Building a Social Network for Enthusiasts (from WOMMA's Word of Mouth Basic Training 2007 Conference)'. You've shown your credibility on presentation with this slideshow. This one deserves thumbs up. I'm John, owner of www.freeringtones.ws/ . Hope to see more quality slides from you.

    Best wishes.
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  • exceptional presentation..convinced me to have a hardlook at my business model..excellent
    Anisa
    http://financejedi.com http://healthjedi.com
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  • very nice idea!
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  • Due to the limited time speakers were given to present, I was only able to provide a ‘big picture’ view of the program so hopefully this has left you with more questions than answers and has gotten you thinking about how you can truly engage and inspire your most passionate consumers. There is so much more information and data I would have loved to share – drop me a line and we can speak further!
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  • Hey, you found my speaking notes – cool! Hopefully they will assist you in better digesting all of the information in this presentation from The Word of Mouth Marketing Association (WOMMA’s) Word of Mouth Basic Training (WOMBAT) Conference in New Orleans on April 18, 2007. By the way, my name is Bob and I’m Founder and President of a word of mouth and social media marketing and technology company called Affinitive . Ok, sales pitch over. In this presentation, I will walk through a real-world case study where a video game publisher was able to engage, empower, and connect their most passionate consumers and thereby help generate awareness for a yet-to-be-released game. But the concepts presented are applicable to any brand, product, or service, regardless of your industry.
  • Square Enix: Building a Social Network for Enthusiasts (from WOMMA's Word of Mouth Basic Training 2007 Conference)

    1. 1. Square Enix: Building a Social Network for Enthusiasts Word of Mouth Basic Training April 18, 2007 Bob Troia, Founder and President Affinitive
    2. 2. Some Background... 1989 Dragon Warrior I (NES) 2005 Dragon Quest VIII: Journey of the Cursed King (PS2)
    3. 3. Brand Challenges <ul><li>40 million+ worldwide sales </li></ul><ul><li>Dragon Quest VIII launched in Japan previous year – 3million </li></ul><ul><li>units sold in 3 days </li></ul><ul><li>Diminished North American presence </li></ul><ul><li>Single-player game with no online component </li></ul><ul><li>Gaming community uneducated about series </li></ul><ul><li>First PS2 release – no previous DQ Playstation release had </li></ul><ul><li>exceeded 200,000 units sold </li></ul>
    4. 4. RPG Genre Challenges <ul><li>Subset of the “hardcore gaming” audience </li></ul><ul><li>Historically sell less than 150-200k copies </li></ul><ul><li>Non-social / single player </li></ul><ul><li>Difficult to play (40-100 hours to complete) </li></ul><ul><li>Cerebral action with heavy focus on story telling </li></ul><ul><li>‘ Dungeons and Dragons’ – geeky! </li></ul>
    5. 5. Fragmented Marketing Landscape Official Sites Fan Sites General Social Network and Social Media Sites Video Game Information Sites, Blogs and Communities
    6. 6. The Passion Pyramid General Consumers Niche Consumers Brand Champions Customers / Brand Enthusiasts Casual Hardcore Passion/Buzz Spills Out
    7. 7. Engage, Empower, and Connect Passionate Consumers Anticipation Co-creation Education Motivation Engage Recommendation Consumers Customers Measure
    8. 8. “ Slime Knights” <ul><li>An enthusiast community for fans of the Dragon Quest series combining elements of: </li></ul><ul><li>Social Networking </li></ul><ul><li>Education </li></ul><ul><li>Loyalty </li></ul><ul><li>Activities </li></ul><ul><li>Research </li></ul><ul><li>Word of Mouth, Viral and </li></ul><ul><li>Buzz </li></ul>
    9. 9. Activities and Content Creation <ul><li>“ Quests”: </li></ul><ul><li>50% Fun and Engaging </li></ul><ul><li>50% Reinforce the key selling points of the game </li></ul>
    10. 10. Selling Point: Unique and distinct cel-shading art style of Dragon Quest artist Akira Toriyama: Quest: Mimic the cel-shading art style of Dragon Quest
    11. 11. Selling Point: Open, non-linear story and environment that players can explore endlessly in their own way Quest: Create your own hero and back-story for Dragon Quest VIII :
    12. 12. Project Slimeway
    13. 13. Halloween Activity
    14. 14. Fan-Created Ads
    15. 15. 140+ Quests 27,000+ Submissions
    16. 16. Spreading the Word IM Icons Messageboard Banners Desktop Wallpapers
    17. 17. Customized MySpace Profiles
    18. 18. Activism
    19. 19. Sharing Personal Experiences & Research
    20. 20. Sharing Personal Experiences & Research “ After being a member of Slime Knights, I have become more willing to talk about other games and products that I love both online and offline . Now I don’t care who knows I’m a gamer!” “ Being a part of this community has expanded my knowledge of how others feel about the Dragon Quest series. I can make more educated recommendations of its titles to others , knowing how so many people here fell in love with the games.” “ I just want to say that Slime Knights really increased my loyalty to Dragon Quest . The fact that you are taking note of what consumers want is very important to me.”
    21. 21. Membership Growth
    22. 22. Membership Growth
    23. 23. Sales Trend
    24. 24. Results <ul><li>14,000+ members </li></ul><ul><li>140+ quests </li></ul><ul><li>27,000+ submissions </li></ul><ul><li>160,000 WOM </li></ul><ul><li>recommendations </li></ul><ul><li>(58% online, 42% offline) </li></ul><ul><li>167,000 member </li></ul><ul><li>interactions </li></ul><ul><li>38,000 hours of brand </li></ul><ul><li>engagement in past 9 </li></ul><ul><li>months! </li></ul>
    25. 25. Results 600,000+ units sold to date Dragon Quest VIII has been the most successful release since the original Dragon Warrior , which sold approximately 500,000 units.
    26. 26. New York 135 West 26 th Street 8 th Floor New York, NY 10001 (212) 684-9100 Bob Troia Founder and President bob [ at ] beaffinitive.com www.beaffinitive.com More Information California 665 3rd Street Suite 230 San Francisco, CA 94107 (415) 278-9700

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