Growing @YourGameStudio Using #SocialMediaMarketing


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"Growing @YourGameStudio Using #SocialMediaMarketing" - as presented at the Canadian Games Conference in Vancouver, BC - 21/05/2011

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Growing @YourGameStudio Using #SocialMediaMarketing

  1. 1. by<br />Matt Tanner<br />Business Development Manager – Snowed In Studios<br />Find me on Twitter!<br />@mtanner613<br />@snowedinstudios<br />1<br />
  2. 2. 2<br />Share your thoughts using the hashtag: #CGC_SMM<br />
  3. 3. Who is this talk for?<br />Anyone looking to use social media for marketing<br />Positioned towards smaller studios<br />People with at least introductory knowledge of social media platforms<br />People working in any role at their studio/company<br />3<br />
  4. 4. Objectives and Takeaways<br />Gain a better understanding of social media marketing and how to apply it<br />Discover how social media marketing needs to fit into your business plan<br />A few best practicesand inspiration to use social media marketing your own way<br />4<br />
  5. 5. Agenda<br />Introduction<br />The Market Today<br />Social Media vs. Traditional Marketing<br />3 Big Ones and Best Practices<br />Data and Analytics<br />Conclusion/Recap<br />5<br />
  6. 6. A little about me…<br />With Snowed In for just under a year<br />Canadian, lived in Germany for a year and love to travel<br />Currently playing Black Ops, Forza 3 and Mortal Kombat<br />6<br />
  7. 7. About Snowed In Studios<br />7<br /><ul><li>In operation for just over a year (since February 2010)
  8. 8. Half a million dollars in revenue in first year
  9. 9. Programming support and full-title development studio with clients including Eidos, BHVR, EA Salt Lake and more</li></li></ul><li>About the market environment<br />8<br />The Market Today<br />
  10. 10. Target Market Landscape<br />9<br />Mainstream Publishers <br />and Developers<br />Mainstream Gamers<br />Indie Publishers <br />and Developers<br />Niche Gamers<br />
  11. 11. Challenge: Noise<br />10<br />
  12. 12. 11<br />Challenge: Fragmentation<br />
  13. 13. Challenge: Consumer Buying Power<br />12<br />$137.82<br />2010 Average total annual player spend on <br />video games in the US ($USD)<br />$40<br />2010 Average sale price of a video <br />game title (retail boxed) ($USD)<br />3.5<br />Approximate number of games bought per<br />player<br />Source: NewZoo, Games Market Report Summary 2010, Chart-Track<br />
  14. 14. 13<br />How do you overcome the challenges?<br />
  15. 15. Why use social media marketing instead?<br />14<br />Traditional vs. Social Media Marketing<br />
  16. 16. 15<br />Traditional vs. Social Media Marketing<br />TraditionalMarketing<br />Inbound Marketing<br /><ul><li>Focus on quantity
  17. 17. Push-based communication
  18. 18. Us & Them separation
  19. 19. Focus on quality
  20. 20. Pull/Interactivity-based communication
  21. 21. Integration</li></ul>Average lead cost*<br />$332<br />Average lead cost*<br />$134<br />*Source: State of Inbound Marketing Report, 2011<br />
  22. 22. Is Social Media Worthwhile?<br />Traditional Marketing<br />Online/Social Media Marketing<br />Average revenue<br />Average <br />return-on-investment per dollar spent<br />Average likelihood to allocate more budget to marketing<br />16<br />$22 billion<br />$30.8 billion<br />$1.85<br />(online)<br />$0.84<br />(print)<br />94%<br />(Social Media)<br />51%<br />(Direct Mail)<br />Source: BCG, The CMO’s Imperative – Nov. 2010<br />
  23. 23. Traditional Marketing Dying Off<br />Spending on social media marketing is said to increaseby 53%, only behind website (64%) and seach engine marketing (62%)<br />Spending on traditional marketing is said to decrease, including direct mail (25%), broadcast ads (29%) and print ads (37%)<br />17<br />Source: Marketing Sherpa, Social Marketing Benchmark Report 2011<br />
  24. 24. Why Aren’t Companies Using It?<br />Fear: some people are afraid of using what’s unfamiliar or fear they could lose control of their brand<br />Uncertainty:return-on-investment (ROI) is harder to prove than with impression-based marketing<br />Track record:there are too few big “success stories” to inspire using it<br />18<br />
  25. 25. People like to share<br />19<br />What they’re thinking/feeling/doing<br />Their interests <br />and values<br />Relevant information, data and media<br />
  26. 26. Psychology of Social Media<br />Instant gratification<br />“Why send fan mail when I can tweet?”<br />Sense of belonging/community/society<br />“I can talk to this company like I do with my friends”<br />Two-way conversation<br />“This company cares about what I have to say”<br />20<br />
  27. 27. Leverage Psychology<br />Use the psychological benefits of social media to integrate your audience in the context of your company<br />21<br />
  28. 28. 3 Keys to Great Marketing<br />Know your target market and audience<br />Know what action your want them to take<br />Give them a good reason to take that action<br />22<br />
  29. 29. 3 Keys to Social Media Marketing<br />Be consistent and stay top of mind<br />Share relevant, captivating and/or interesting info<br />Be personal, be human – no one likes talking to a logo<br />23<br />
  30. 30. Example: Ask JJB<br />24<br />
  31. 31. What’s Ask JJB?<br />Periodic podcast starring Eidos Montreal’s Jonathan Jacques-Belletête, Art Director on Deus Ex: Human Revolution<br />Answers user questions asked via the studio’s Twitter and Facebook pages about the new game<br />Sometimes included unusual content like hats and cows<br />25<br />
  32. 32. Why is “Ask JJB” Great Social Media Marketing?<br />Consistency:while it was produced, it was released about once a week<br />Relevancy: it spoke to and answered questions about Deus Ex’s development<br />Personality: answered questions directly back at users who asked them, starring the Art Director himself<br />26<br />
  33. 33. Tools everyone should be using and <br />how to use them best<br />27<br />The“Big 3” and Best Practices<br />
  34. 34. What are the “Big 3”?<br />Twitter (<br />Facebook(<br />LinkedIn (<br />28<br />
  35. 35. Why Should You Use the “Big 3”?<br />They each offer a unique benefit:<br /> News & info-based conversation<br /> Personal context & conversation<br /> Professional context & conversation<br />29<br />
  36. 36. Why Should You Use the “Big 3”?<br />They specialize in different applications:<br /> PR, CRM, outbound marketing <br /> Word of mouth, viral marketing<br /> B2B marketing and research<br />30<br />
  37. 37. Why Should You Use the “Big 3”?<br />They are some of the biggest networks:<br /> Over 200 million users<br /> Over 600 million active users<br /> Over 100 million users<br />31<br />
  38. 38. Marketing to All Age Groups<br />32<br />Source: Google DoubleclickAd Planner<br />
  39. 39. What about the others?<br />33<br />What are the needs of your studio and howdoes your audience want tocommunicate? <br /><ul><li>Media-oriented?
  40. 40. Strong business needs?
  41. 41. Viral distribution?
  42. 42. Personal-level?</li></ul>Use them in combination with the “Big 3”!<br />
  43. 43. Now that we know why…<br />Let’s look at how to do it right.<br />34<br />
  44. 44. 35<br />
  45. 45. Applications: public relations, brand visibility, outbound marketing and CRM<br />Bonus features: include photos/videos, deep-linking between pages<br />36<br />
  46. 46. Twitter is for Information<br />37<br />Source: Edison Research (April 2010), Burson-Marstellerstudy (Jan 2010)<br />
  47. 47. Twitter Best Practices<br />Post engaging and relevant “retweetable” content<br />Use @s and #s wherever possible, but don’t overuse them<br />Don’t just post news – start a conversation!<br />38<br />
  48. 48. 39<br />Example: Uncharted 2<br />
  49. 49. About Uncharted 2& Twitter<br />Twitter integration in options menu of game to allow players to post Tweets as game progressed<br />Likely intended to spread noise, #uncharted2 trend and reward gameplay<br />Ultimately removed via a patch after feedback from community<br />40<br />
  50. 50. What happened?<br />Consistency:posts were actually too consistent, many Feeds were simply flooded<br />Relevancy: posts were relevant – but very shallow and un-engaging – not re-tweetable<br />Personality: posts were automated. Combined with high frequency, they appeared as spam would<br />41<br />
  51. 51. 42<br />
  52. 52. Applications: word of mouth influence, viral marketing, media-rich marketing<br />Bonus features: create “second webpages”, games, apps, media, etc.<br />43<br />
  53. 53. Facebook is for Sharing<br />44<br />Source: Adapted from AddToAny via Silicon Valley Insider<br />
  54. 54. Facebook Best Practices<br />Post in the morning or in the evening, before and after the work day<br />Make a call to action: “click here”, “tell us what you think”, etc.<br />Include media or media links whenever possible<br />45<br />
  55. 55. 46<br />Example: Guitar Hero<br />
  56. 56. Guitar Heroon Facebook<br />One of the largest video game Facebook pages at over 4 million users<br />13% growth per month (average is ~4% per month)<br />Mostly driven by user-generated content and media-sharing<br />47<br />
  57. 57. What are they doing right?<br />Consistency:posts about 10 times per week; rarely with “normal posts”<br />Relevancy: posts are music-related, with share-able content like music videos, VIP photos, etc.<br />Personality: calls to action make page relatable, includes links to individual staff’s Twitter pages<br />48<br />
  58. 58. 49<br />
  59. 59. Applications: B2B marketing, opinion leadership, networking<br />Bonus features: info-rich Company Pages, Answers, Groups, etc.<br />50<br />
  60. 60. LinkedIn is for Business-to-Business<br />of users are decision-makers in their company<br />of users have generated business using LinkedIn<br />users worldwide, with more than half from outside the US<br />51<br />50%<br />41%<br />Over<br />100MM<br />Source: HubSpot “LinkedIn by the Numbers”, LinkedIn<br />
  61. 61. LinkedIn Best Practices<br />Don’t try to connect with everyone, but don’t be anonymous or hidden<br />Nurture relationships and stay in touch with key contacts<br />Get involved: post Answers, join Groups and add Applications<br />52<br />
  62. 62. Social Media for Lead Generation<br />53<br />Source: State of Inbound Marketing Report, 2011<br />
  63. 63. How to keep track of your efforts<br />54<br />Data and Analytics<br />
  64. 64. Data and Analytics<br />Why bother spend precious time and money if you don’t know what you’re getting out of it?<br />You need to measure your efforts and act accordingly!<br />55<br />
  65. 65. Follower Counts Aren’t Valid Metrics<br />Twitter has a high spam rate due to low barriers<br />Facebook network is useless if your Fans don’t share content<br />LinkedIn network is useless if you don’t know most of your contacts<br />56<br />?<br />?<br />?<br />?<br />?<br />?<br />?<br />?<br />?<br />?<br />?<br />
  66. 66. Matching Goals to Metrics<br />Marketing Goal<br />Drive website traffic<br />Increase influence and visibility<br />Increase user engagement<br />Drive sales<br />Social Media Metric<br />Click-through rate<br />Klout score, Mentions, Retweets, Shares, etc.<br />Time spent on site/page, bounces<br />Conversion rates<br />57<br />
  67. 67. Social Media Management Tools<br />58<br />
  68. 68. In case you missed it, here’s what you need to know<br />59<br />Conclusion and Recap<br />
  69. 69. Recap / Takeaways<br />Be aware of and monitor market conditions and changes<br />3 Keys to Social Media Marketing<br />Consistency<br />Relevancy<br />Personality<br />Measure your efforts and act accordingly<br />60<br />
  70. 70. 61<br />How will you reach your audience?<br />
  71. 71. 62<br />Because if you don’t…<br />Someone else will!<br />
  72. 72. 63<br />Thank you!<br />
  73. 73. Questions and answers<br />64<br />
  74. 74. Copyrights & Image Sources by Slide Number<br />Logos and related media throughout: Various owners, by logo (StumbleUpon, LinkedIn, Twitter, YouTube, Wordpress, Facebook, FourSquare, Tumblr, Vimeo, Flickr, Ecademy, Viadeo, Digg, Delicious, Blogspot, Hootsuite, Seeismic, Tweetdeck, CoTweet)<br />5: Twitter bird illustration, Matt Hamm<br />7: Logo © Snowed In Studios Inc.<br />8: via Nash Albacea, Thoughts and Keys blog<br />13: via<br />14: cell phone via, two men TV photo via<br />17: iPhone photo via, TV photo via<br />21: keyboard photo via<br />24-25: © EidosMontreal, Deus Ex: Human Revolution is a ™ of Eidos Montreal and Square Enix<br />34: © Facebook via<br />39-40: © Sony Computer Entertainment of America, Uncharted 2 is a ™ of Sony Entertainment of America<br />46-47: Guitar Hero is a ® of Activision Publishing, games and material © Activision Publishing<br />54: via<br />55: golf photo via Cross Creek Plantation<br />56: Spam ® logo © Hormel Foods Corp., trash icon JazielValladares<br />59: Homer framecap © Fox and related entities<br />61: via Lucy Langdon,<br />62: © MonkeyGrenade via<br />65<br />