1. Introduction
We believe that for many organisations conventional social media platforms
fail to deliver on the promise of enhanced customer engagement. The key
beneficiaries of your social media marketing spending are Digital Agencies
and the Social Media companies – not you or your customers. For a more
thorough explanation of the mechanisms at play and their effect please see
http://www.slideshare.net/planyscloud/planys-niche-social-network-overview-306613
In the meantime we believe that Games Workshop has a fantastic
opportunity to deploy its own Niche Social Network and turn this into
significant bottom line impact by integrating Social Activity, eCommerce
and Store Infrastructure to create a highly compelling focus for the online
Warhammer Community. We call this a Social Commerce Network
All of the information and functions presented herein are conceptual and
have been created for the express purpose of illustrating what is possible for
in a Niche Social Network for Games Workshop.

2. CONCEPT OVERVIEW
SOCIAL COMMERCE
NETWORK

3. Objectives
This presentation will provide a flavour of how the Warhammer
Community might look, feel and operate to deliver the following
benefits:
 An enhanced online environment for Warhammer enthusiast
A shorter path between excitement and purchase
 A share in secondary market sales of Games Workshop products
 Customer data - deep insight into customer desires and sales potential
 New customer acquisition – driven by member invitations to peers
 Cost effective mass communication tool
 A powerful toolkit for Store Managers to drive store revenue and footfall

4. Incremental Profit
Incremental performance has been modelled based on Games Workshop
published financial information and the following assumptions:
 Advertising revenue rates based on average Linkedin (non premium) and
Facebook page impression advertising.
 Incremental sales performance due to enhanced capabilities:
YEAR 2
YEAR 2
YEAR 3
Promotional Activity
1.0%
1.1%
1.2%
Social Commerce
1.0%
1.2%
1.3%
2nd Market Share
0.5
0.5
0.5
 All revenues are factored to reflect that network membership will start low
but grow to a stable growth level of approximately 150K members by the
end of Year 1

5. Incremental Profit
YEAR 1
£ Thousands
YEAR 2
Q1
Q2
Q3
Q4
Advertising
£9
£16
£28
£48
Sponsorship
£7
£7
£7
Total Ad & Spons
£16
£23
Enhanced Promotion
£6
Social Commerce
YEAR 3
Q1
Q2
Q3
Q4
Q1
Q2
Q3
Q4
£101
£89
£95
£100
£107
£391
£113
£120
£127
£135
£495
£7
£27
£8
£8
£8
£8
£33
£9
£9
£9
£9
£36
£35
£55
£128
£97
£103
£109
£115
£424
£122
£129
£136
£144
£531
£11
£18
£32
£67
£43
£46
£49
£52
£190
£62
£66
£70
£74
£272
£6
£11
£18
£32
£67
£47
£50
£53
£57
£207
£67
£71
£76
£80
£294
Marketplace Commission
£3
£5
£9
£16
£33
£20
£21
£22
£24
£86
£26
£27
£29
£31
£113
Total Inc Margin
£15
£26
£46
£79
£166
£110
£117
£124
£132
£484
£155
£164
£174
£185
£679
£31
£49
Ad & Sponsorship
Incremental Margin
Combined Total
£80 £134 £295 £208 £220 £233 £247 £908 £277 £293 £311 £329 £1,210

7. Member Profiles
Members create a profile
which includes details of:
oThe Games Workshop
Store that they are most
associated with (this
becomes their affiliated
store – very important)
oThe Races and Armies that
they have and the elements
that they possess
oPre-authorised payment
methods such as credit card
or PayPal details

8. Member Races & Armies Gap
Members upload information
about what Races and Armies
they have.
This facilitates a calculation
based on what they don’ t yet
have but might need to round
out the tactical capabilities of
their own Army in terms of e.g
Attack, Defence, Magic,
Mobility etc
Store managers may provide
comments & recommendations
on how the member might
improve their Army
Closing the gap on opponents
will drive purchases

9. Friends
Members gather friends
from both within the
community and can also
invite new members to
join by e-mail or from
other social networks
such as Facebook and
Twitter
Profiles include badges of
honour which are attained
through activity such as
numbers of posts,
completion of armies,
advice and support
offered to other members
– incentivising active
contributions

11. The Social Feed Page
The Social Feed Page is the
main interface for members –
where they can post
conversation threads and
media content such as photos
and video
Real-time social interaction
within the Games Workshop
themed environment (as
opposed to a Facebook Wall
environment)
Menus and drop-downs lead
to other areas of the site

12. The Social Feed Page
The Notification bar alerts
members to:
oEvents that they might be
interested in
oPosts in threads that they
are active in
oPrivate messages from
other members
oNews from Games
Workshop Stores that the
are associated with or
announcements that are
relevant to their Armies

13. The Social Feed Page
Members may organise their
own private events such as
‘ Battle Nights’ - inviting
friends only or other
members affiliated with
their store.
The event may be open for a
restricted number of people
and close when the number
is reached.
The invitation may provide
details of how to get to the
venue and use Smartphone
as a navigation device.

15. Advertising & Sponsorship
Highly targeted advertising
and sponsorship
opportunities for Games
Workshop partners and
complimentary product and
service providers.
Based on 5 banner and
video advertising slots we
estimate that the value of
advertising in Year 1
should be approximately
£128K p.a. (based on
Linkedin and Facebook
average rates)

16. Driving Revenue - Marketplace
eBay has current 98,049
listings for Warhammer with
sets priced at up to £2000.
The Marketplace facilitates
Games Workshops
participation in this revenue
through listing fees or
commission payments.
Current eBay final value fees
are 10% of the final selling
value of the item.
A Warhammer market place
would be a much more logical
and attractive place to be for
buyers and sellers.

17. Strike While the Iron is Hot
Contextual text sensing means
that member recommendations
can be checked against
eCommerce and Marketplace
databases.
Where a member mentions an
available item – a link is
created. Mousing over this link
causes a pop up link offering
the option to make a ‘ one-clickbuy’ from the online store or
the Marketplace.
Alternatively the item can be
added to a Wishlist – Christmas
& Birthday gifts.
One -Click-B te chno lo g y is Pate nte d in the US by A
uy
mazo n – but no t the EU. O ne click purchasing has de mo nstrate d incre ase d
purchasing re spo nse s o f up to 20 time s. We assume much le ss than this in o ur mo de l.

18. New Customer Acquisition
Incentivise members to
invite their friends to join
the Warhammer Community
by offering redeemable
rewards.
Invites can be automatically
distributed by e-mail and
into other Social Media
channels.
This means that
conventional social media is
a source of new members –
rather than ambiguous
‘ likes’ and ‘ shares’

19. For the Store Manager
By affiliating members to a Store –
typically their local Store (in this
case the Edinburgh Store) – the
manager now has a powerful data
driven toolkit to engage customers
and drive Store performance.
The Store manager will know:
oHow many customers are
affiliated to the Store
oA breakdown of what Races and
Armies they have
oThe total value of what they do
not have yet
oThe total value and drill down
into members Wishlists

20. For the Store Manager
Review the breakdown of Races
and Armies by each of the
Warhammer product lines.
This will allow the Store Manager
to make informed decisions on
what local Events to run, what
products to push and what the
value of the potential sales
opportunity is at any given time.
Drill down into this data to
facilitate individual member
recommendations.

21. For the Store Manager
Store managers can use the system
as a method of communicating with
the customer base on an individual,
group or public basis.
oCreate an Event applicable to a
specific Race or Army
oMake recommendations to
individuals or owners of specific
Armies
oSend out notifications and follow
ups
oTrack responses and take
appropriate actions

22. Summary
A Niche Social
Network for the
Warhammer
Community that
leverages
eCommerce and
Store infrastructure to
generate bottom line
impact.

23. Summary
Drive direct revenue
by linking Social
conversation to
eCommerce &
Marketplace
(secondary market)
sales.
Opportunity to ‘oneclick-buy’ when the
propensity to
purchase is highest.

24. Summary
Acquire new members
by incentivised invites
through conventional
social media channels

25. Summary
Powerful data based
tools for Store
Managers to drive
footfall, events,
customer engagement
& sales

26. Summary
Drive additional
advertising and
sponsorship revenue

27. Next Steps
We would very much like to meet with the Games Workshop Team
to present this idea in more detail and to collect your feedback.
PLANYS CLOUD LIMITED
Carnegie Conference Centre,
Halbeath Road
Dunfermline, Fife KY11 8DY
www.planyscloud.com
Joe Henry
E-mail: joe@planys.com
Mobile: +44 (0) 7970578266