Day1 1100 lloyd_melnick

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  • Something that Carl got from Adobe
  • Day1 1100 lloyd_melnick

    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/

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