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Tweet, Meet and Gasp! Online/Offline Marketing Plays That Your Breath Away - Gillian Muessig


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Tweet, Meet and Gasp! Online/Offline Marketing Plays That Your Breath Away

ARGs are making bleeding edge marketing news around the world. Leveraging social media platforms, banner ads, and video, with traditional media such as billboards, print, radio, and TV, and engagement marketing, including events, and tweet-ups, ARG integrated Marketing is one of the most effective marketing tools in our war chest. Learn step-by-step how to create your own.

* Gillian Muessig, President, SEOmoz, Inc.

Published in: Education, Technology, Business
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Tweet, Meet and Gasp! Online/Offline Marketing Plays That Your Breath Away - Gillian Muessig

  1. 1. ARGs Social Media Jumps the Fence Gillian Muessig – March 2010 Gillian Muessig President, SEOmoz
  2. 2. Some Basics
  3. 3. The Object of all Marketing
  4. 4. Acquire (and Keep) Customers
  5. 5. Lower Acquisition Costs Through Segmentation
  6. 6. Engage Them With Our Brand
  7. 7. How to Amuse Them Today
  8. 8. Alternate Reality Games <ul><li>Interactive narratives </li></ul><ul><li>Use the real world as a platform </li></ul><ul><li>Involve multiple media: telephones, email and mail </li></ul><ul><li>Internet is central binding medium </li></ul><ul><li>Contain game elements </li></ul><ul><li>Evolve based on participants' ideas, actions, and responses </li></ul>
  9. 9. Alternate Reality Games <ul><li>Defined by intense player involvement </li></ul><ul><li>Story that takes place in real-time </li></ul><ul><li>Characters actively controlled by the game's designers, as opposed to being controlled by AI, as in a computer or console video game. </li></ul>
  10. 10. ARG Player Roles <ul><li>Interact directly with characters </li></ul><ul><li>Solve plot-based challenges and puzzles </li></ul><ul><li>Work together - coordinate real-life and online activities </li></ul>
  11. 11. Why Do People Play ARGs? “ I’m just entering their alternate reality game and what I’m finding is a  satisfying , challenging , maddening and fun experience .” JP Sherman - re: The Deep Sleep Initiative
  12. 12. 2009 ARG for The International
  13. 13. 2007 Dark Knight Movie ARG
  14. 14. The
  15. 15.
  16. 16. Warner Bros’ Official Dark Knight Site
  17. 17. – You As the Joker
  18. 18. DentMobiles Tour the US
  19. 19. Harvey Dent Rally Fans
  20. 20. It’s a Town Parade!
  21. 21. Gotham Wants to Vote for Harvey
  22. 22. Bat Infiltration – LA Times Raising their Internet game, 'Dark Knight' promoters use genre-bending, viral ways to pull in viewers. March 24, 2008|Chris Lee, Times Staff Writer The billboards arrived without fanfare or explanation in more than a dozen major cities last May. Bearing two simple catch phrases, &quot;Harvey Dent for district attorney&quot; and &quot;I believe in Harvey Dent,&quot; they featured a photo of a stately Dent (imagine Eliot Spitzer with a shock of blond hair) against an American flag.
  23. 23. Bat Infiltration – LA Times But within 72 hours, each billboard had been defaced by identical graffiti: The candidate's eyes were scrawled over with black rings, his lips crudely rouged with a smeary, clown-like grin. As well, each of the placards' messages had been altered to read: &quot;I believe in Harvey Dent TOO.&quot;
  24. 24. Fence Jumping <ul><li>Fans are meeting up online and offline </li></ul><ul><li>They’re rallying and holding parades </li></ul><ul><li>Bloggers and newspaper journalists are writing about the phenomenon </li></ul><ul><li>Rumors are spreading via personal SMM pages </li></ul><ul><li>It’s spreading beyond the creators </li></ul>
  25. 25. The Most Beautiful Slide(s) <ul><li>Film debuted on 4,666 screens, - largest # in cinematic history </li></ul><ul><li>Record-shattering US $155.3 mm/ - US box office opening weekend </li></ul><ul><li>50m Google searches for The Dark Knight </li></ul><ul><li>55,000 videos tagged The Dark Knight on YouTube </li></ul><ul><li>7/18/08, DK website = 1.5% of all internet users </li></ul><ul><li>10/08 5,270 inbound links </li></ul><ul><li>171,858 users on ranked DK 10/10 </li></ul>
  26. 26. The Most Beautiful Slide(s) <ul><li> 106,299 blog posts on the launch day of the film alone </li></ul><ul><li>7/18/08 blogpulse: 1.307% of all blog posts on the web mentioned DK </li></ul><ul><li>Some DK YouTube videos received >4mm views and generated 100,000+ comments </li></ul><ul><li>The official trailer generated 105,244 views </li></ul>
  27. 27. Game Mechanics
  28. 28. Points & Levels
  29. 29. Higher Levels = Better Gear
  30. 30. It’s about increased social status
  31. 31. School Is a Game
  32. 32. Game Marketing in Action <ul><ul><li>Airlines </li></ul></ul><ul><ul><li>Grocers </li></ul></ul><ul><ul><li>Credit Card Companies </li></ul></ul><ul><ul><li>Major Retailers </li></ul></ul><ul><ul><li>Restaurants </li></ul></ul><ul><ul><li>MyTown </li></ul></ul>
  33. 37. What to MMS Source:, 2010
  34. 38. Social Media Source:
  35. 39. Social Media Landscape Expanding Source:
  36. 40. Top 10 Social Networking Sites Hitwise, February 2010
  37. 41. In 2007, Social Media officially became more popular than pornography
  38. 42. In 2008, Social Media became local-based and offline conversions breathed new life into Main Street
  39. 43. In 2009, InGame Marketing Helped Put a President in Office
  40. 44. Social Media in Gaming Source: Evan Fishkin, Portent Interactive, March 2010
  41. 45. Local Marketing: Gold in the LongTail Kelsey Group, March 2010 90% use search to research product purchases 48% use Internet Yellow Pages 42% use Comparison Shopping Sites 24% use vertical sites
  42. 46. Local Search on the Road - UBL Source: 2008
  43. 47. The Skeksis Come Together
  44. 48. Social – Mobile – Local Power Triumvirate
  45. 49. What Runs the Triumvirate? Deep databases
  46. 50. What Can The Data Tell You? <ul><li>Where your customers frequent. When </li></ul><ul><li>How frequently. With whom </li></ul><ul><li>What deals make them move/change </li></ul><ul><li>Their interests </li></ul><ul><li>Their purchasing ability </li></ul><ul><li>Daily, weekly, monthly buying patterns </li></ul><ul><li>That your customer searched for your product </li></ul>
  47. 51. So What Do We Do About It?
  48. 52. Set Business Goals for Local-Mobile-Social Campaigns <ul><li>Traffic </li></ul><ul><li>Sales </li></ul><ul><li>Brand Awareness </li></ul><ul><li>Customer Engagement ‏ </li></ul>
  49. 53. Target Niche Markets <ul><li>Seniors </li></ul>
  50. 54. Target Niche Markets <ul><li>Students </li></ul>
  51. 55. Target Niche Markets <ul><li>Engaged / Just-Married </li></ul>
  52. 56. Target Niche Markets <ul><li>Expectant / </li></ul><ul><li>New Parents </li></ul>
  53. 57. Target Niche Markets <ul><li>Gamers </li></ul>
  54. 58. Walk In Their Shoes <ul><li>I’m standing on a street corner; it’s 5pm </li></ul><ul><li>Where are my friends? </li></ul><ul><li>Who’s got a happy hour? </li></ul><ul><li>I’m hungry </li></ul><ul><li>I’m in the mood to shop/socialize/walk around/browse </li></ul><ul><li>Are you talking to me? Why Not?!? </li></ul>
  55. 59. Get Your Game Voice On <ul><li>Set up Twitter accounts </li></ul><ul><li>Encourage followers (bribery works) </li></ul><ul><li>Tweet specials, tips, amusing related info, research, weather/traffic/parking …and game info </li></ul>
  56. 60. Engage Your Users <ul><li>leverage Facebook, offline ads, events </li></ul><ul><li>Localize your games </li></ul><ul><li>Get your neighbors involved: </li></ul><ul><ul><li>Treasure hunts </li></ul></ul><ul><ul><li>Scavenger hunts </li></ul></ul><ul><ul><li>Collections of any kind </li></ul></ul>
  57. 61. Engaged Users Give You Data <ul><li>Ask followers to tell you: </li></ul><ul><ul><li>When should I tweet deals? </li></ul></ul><ul><ul><li>How often should I tweet deals? </li></ul></ul><ul><ul><li>Did you like this game? </li></ul></ul><ul><ul><li>Suggest a deal/game </li></ul></ul>
  58. 62. ARG KPIs <ul><li>Comments </li></ul><ul><li>Blog posts </li></ul><ul><li>Tweets and re-tweets </li></ul><ul><li>Mentions </li></ul><ul><li>Fan generated arts </li></ul><ul><li>Creator generated event attendance </li></ul><ul><li>Fan generated offline events </li></ul><ul><li>Fans promote the product for you </li></ul>
  59. 63. Take Aways <ul><li>Local search is increasingly mobile </li></ul><ul><li>Customers are social creatures </li></ul><ul><li>Games are social affairs </li></ul><ul><li>People love games, hunting, collecting </li></ul><ul><li>Add game elements to your ad campaigns </li></ul><ul><li>Utilize all your search marketing options </li></ul>
  60. 64. [email_address] Twitter: @SEOmom whitehat10 25% discount on SEOmoz PRO