Hi I’m Dan, I work at Spiral Media.We’re a company devoted to creating engagement for brands in social entertainment destinations online
I am here today in part to you about this guy, Mark Pincus, and others like him, and the phenomenon that they have created, which is social gaming.Incidentally Mark Pincus is the co-founder and current CEO of the largest social gaming company in the world, Zynga.
SOCIAL NETWORKING AND SOCIAL GAMING ARE NOW THE MOST POPULAR ACTIVITIES ON THE WEB, COMING IN AT NUMBER 1 & 2 RESPECTIVELY
Social AND Gaming?? They’re scary enough for us marketers each on their own, but together…well that’s just rude isn’t it?Social; lots of moving parts gaming – isn’t that for loners?
AlthoughZynga might be the best example of a social gaming company, it’s certainly not alone.
UsingZynga as an example again, here’s how their revenue has grown YoY; I show this because as marketers when deciding on new advertising channels we want to know we’re not just signing up to the bandwagon for another fad.The Revenues being generated out of social gaming means it’s big business.
Show Empire & Allies: Social games survive on socialability; meaning that during the game play you will be prompted to include/recruit your friends Social games accelerate through virtual currency – give an example e.g. energySocial games are based on time elapsed between specific actions; e.g. Build a building and then show how a business you built earlier is ready to collectSocial games produce earned media. – send a newsfeed.
From a recent study run by Saatchi & Saatchi and IPSOS… personal motivators for playing social games.
There’s a bit of theme here…Boredom…It’s an amazing catalyst!
So we’ve spoken about the player motivators inside a social game, we’ve also taken a look at the broad and ever growing audience segments spending huge amounts of time in these environments. So it’s when we combine these factors with a brand message that we see the real opportunity for brands in this space, engagement.
But what is engagement? This is probably the best definition of engagement I’ve seen to date.The truth is it’s up to every brand or organisation to decide what engagement means for them. For example a car brand may look at engagement as a potential buyer taking a test drive, where as an FMCG brand might look at brand preference over a competitor.The opportunity that exists inside social gaming though is exactly how much we can start to tailor engagement to suit brand to brand.
What we need to remember in the context of consumer marketing nowadays though is that people are open to and can become (sometimes scarily so) personally involved in product marketing, in short; Products are People too!
One way we could look at engagement is how important content becomes in achieving brand marketing objectives. The more time that a consumer is exposed to a brand message, the more varied, dynamic and interactive we need to make content.
WE CAN TAKE BRANDS INSIDE GAMES, AS PER THIS EXMAPLE FROM McDONALDS, WHERE USERS WERE GIVEN A MCDONALDS STORE TO LIVE INSIDE CITYVILLE THE BENEFIT OF THIS IS THAT EVERY TIME A USER LOGS IN, GOING BACK TO THOSE 12 MINS A DAY THEY SPEND INSIDE A SOCIAL GAME, THEY WILL SEE YOUR BRAND.
OR A BRAND CAN MAKE THE AUDACIOUS MOVE OF ACTUALLY BUILDING A FULLY FLEDGED SOCIAL GAME THEMSELVES, AS TOURISM IRELAND DID FOR THEIR ‘GO WHERE IRELAND TAKES YOU’ CAMPAIGN.THIS TYPE OF BRAND ACTION THOUGH IS HIGHLY INTENSIVE AND MEANS A SIGNIFICANT INVESTMENT FROM THE BRAND, BOTH IN TERMS OF $$ AND TIME, SO ANY MARKETER TAKING THIS PATH WOULD WANT TO HAVE IN PLACE A VERY CLEAR POST ENGAGEMENT RESEARCH FACULTY TO GATHER INFORMATION ON USER FEEDBACK.
By far the easiest way to engage users within social games is to bring game elements to the brand, as opposed to taking the brand into (or becoming) the game.Here’s an example of how a brand’s connected with consumers inside social games and used it to drive a whole raft of user actions that count towards the brand off the back of it, we call this the social stream…
Saatchi & saatchi study
So what are the key takeaways I’d like you to consider from what I’ve shown you today?
THE RISE OF SOCIAL GAMING(And how to get more out of your social advertising) DAN FERGUSON, NATIONAL SALES MANAGER P +61 2 9212 3555 | DANIEL@SPIRALGLOBAL.COM
ON FACEBOOK:• Facebook and social games have a symbiotic relationship• 50% of all new sign ups to FB are solely to play social games.• Facebook has moved from ACQUISITION to RETENTION.• Facebook is becoming a content destination!• Mobile will be key to growth
TOP SOCIAL GAME SITESAUSTRALIA’S TOP 10 SOCIAL GAMESJANUARY 20121. CityVille Zynga2. CastleVille Zynga3. FarmVille Zynga4. Texas HoldEm Poker Zynga5. The Sims Social Electronic Arts6. Words With Friends Zynga7. Empires & Allies Zynga8. Indiana Jones - Adventure World Zynga9. Bejewlled Blitz Electronic Arts10. Mafia Wars 2 Zynga
ZYNGA SPECIFIC:A LOOK AT ZYNGA’S AUDIENCE1.5Million MAU’s in AU 642,000 MAU’s in AU 1.2Million MAU’s in AU
LOOKING INSIDE A SOCIAL GAME:HAVE YOU PLAYED A SOCIAL GAME?Hands up if you’ve played a social game?• Have you ever played Poker?• Scrabble? Monopoly?• Raised a virtual crop?Games are inherently social, only now TECHNOLOGY facilitates theinteraction.
SOCIAL GAMING COMPONENTS:FOR THE USER:• STATUS• ACCESS• POWER• STUFF
“ It gives mesomething to do when I’m in the mood for something mindless”
LOOKING INSIDE A SOCIAL GAME:• The mindset: I want to be entertained• Social games are free• There’s no hardware required• They are intuitive and easy to play• They are G rated• Can play them with friends.
AD EFFECTIVENESS: The Challenge:SOCIAL STREAM: Drive engagement with the new SunRice ready-made meals range AND drive Likes of the new SunRice Facebook page. The Solution: Spiral Social Stream 750x500 Branded Poll with CTA driving to SunRice Facebook page and consumer promotion. The Results: 88% Of the Likes to the SunRice Facebook page in a 3 week period (11,852) 74.89 seconds Average time spent with brand 19.91% Share Rate of total engagements 74.79% Engagement Completion Rate
1. It’s about engagement; with the environment & with content2. It’s how people are choosing to entertain themselves – now an entertainment choice competing with TV.3. Brands have the opportunity to capitaliseon and message to big audiences, spendinglots of time in social games.