PlayStation has been developing its digital marketing presence since 1997 and now has a gaming community of over 35 million people across multiple social media platforms. It has been successful due to creating an engaged community of fans. PlayStation utilizes its e-commerce platform and store to sell games without explicitly segmenting customers. It encourages fan participation through polls and surveys on its social media posts. PlayStation saw potential for growth on Twitter and worked to increase engagement through consistent, concise messaging that encouraged interaction. This led to 60% more tweets about PlayStation, 55% more positive content, and 88% more followers on Twitter, taking its social media reputation to the next level.

1. GROUP - PLAYSTATION
#THIS IS FOR THE PLAYERS
Allan, Karnan, Preethi, Udhay, Vimal

2. PS has kickass digital marketing
Endeavor started back in 1997-
Gaming community
Fast forward to 2013-spread
across Facebook, Twitter,
Youtube and Google+ (not to
mention Instagram and
Pinterest).
Mass following of over 35
million people
Key success- creating a
community of fans
Communities exist on a
multitude of platforms

3. Here's why....
Platform
•E-commerce platform
•PlayStation store
Segmentation
•Hasn’t segmented its
customers by product
•Customers can see what’s
happening across the
PlayStation system family
and are aware of
promotions
Engagement
•Includes its fans in its
posts, encouraging them to
take part in polls and
surveys
•Cross-links to Twitter,
Youtube and Google+ on
Facebook, all with a
combined community of
over 7 million people
•Captivating #tags

4. 1INCREASE
ENGAGEMENT
ON TWITTER
Spotted a huge potential in Twitter, which is
both a hospitable space for a gaming
community and a powerful communication
channel.
Together with social relations agency,
Konceptika the brand took the challenge to
increase engagement of their fans on the
platform using 140-character messages.
With a consistency and concision they
encouraged gamers to interact with the brand.

5. ACCURACY, REFLEX
AND CONCISION
140-character message forces
accuracy and concision. There is
no place for mistake, lack of
precision nor for lagging behind.
The message must be in a right
time, right place and right context.
RESPONSE TO
POSITIVE THREADS
Positive mentions create
enormous potential to enhance
this positive attitude of users by a
proper interaction.
SOCIAL MEDIA
MONITORING TOOL
An effective, accurate and swift
social media monitoring tool helps
to find discussion in a real time and
reply as fast as possible.
PROPER KEYWORDS AND
HASHTAGS IN THE
RIGHT CONTEXT
The world of PlayStation is much
wider, than it seems to be. Proper
keyword configuration and
finding matched context in the
Internet discussion are essential.
✎
2 DISCUSSION
AND
INTERACTION
WITH FANS
VIA TWITTER

6. FIVE AREAS OF AN EFFECTIVE RESPONSE
HOW PLAYSTATION HANDLES COMMUNICATION ON SOCIAL MEDIA
✓
EXPRESS A CONCERN - By expressing concern about gamers’
problems PlayStation enhance relations with fans.
✓
APPRECIATE LOYALTY - PlayStation is always on guard and
whenever a client writes in social media that uses or is going to
use the products, the company immediately gives the
acknowledgement to him or her.
✓
ACOMPANY AT THE GAME - PlayStation always reacts to
gamers’ posts about playing the PS. Thus, gamers willingly share
print screens and footages registered during a game with
#PS4Share hashtag.
✓
SUPPORT CLIENT’S DECISION - PlayStation always reacts
when gamers post about their intension to buy a game or a
games console and helps taking decision.
✓
SUPPORT SALES - When a gamer hesitates which brand to
choose, PlayStation is always there to dispel their doubts.

7. 60% 55%
88
%
MORE
TWEETS
MORE POSITIVE
CONTENTS ABOUT
PLAYSTATION
MORE
FOLLOWERS
3 PLAYSTATION TAKES ITS SOCIAL MEDIA
REPUTATION TO THE NEXT LEVEL

8. INDUSTRY COMPETITION
Microsoft Corp.'s (MSFT) Xbox 360 Nintendo Co. Ltd.'s (NTDOY) Wii

9. Market Share and Sales

10. Differences
Wii Xbox 360 PS3
Consumers: Beginners
Young Gamers
Families
Elders
955 titles available
791 titles E10+ &
under
Hardcore Gamers
Sports Fans
388 titles E10+ &
under
Hardcore Gamers
Blue Ray Viewers
214 titles E10+ &
under
Cost: $199.99 $199.99-$299.99 $299.99
Communicate: Wii Network Xbox LIVE PlayStation
Network
Ad Budget: $200 Million $944.9 Million $150 Million

11. PERCEPTUAL MAPPING
Low number
of games
available
Superior
functionality
High
number of
Games
available
Inferior
functionality
11

12. PRICING
• $
299
• PS 1, Sept’95
• $29
9
• PS 2, Oct Y2K
• PS 3, May’06
• $39
9
• PS 4, Nov’13
• $49
9

13. Various channels for support
• Social Media:
– Expanded Twitter Support: If We’ve got a “how to” question, hit playstation up at @AskPlayStation from 10am to 12:
00am midnight Pacific Time, seven days a week.
– Facebook: https://www.facebook.com/PlayStation/?fref=ts is the official Facebook page which shows the latest news
about playstation
• Online Forums:
– MVPs are seasoned gamers ready to assist you on our official support forums at PlayStationSupportForum.com
– online Knowledge Center and Playstations's Live Chat Support options also help in support functions
– Also community link http://community.eu.playstation.com/t5/English-Forums/ct-p/55
– PlayStation Plus:Can be accessed from our PS4’s home screen which can be used to easily manage our membership, see
the monthly free games to download, as well as deals for PS Plus members, and all of the games we’ve redeemed
through PS Plus on PS4.
• Mass Media:
– Live from PlayStation helps us to keep up the hottest gaming trends by viewing the most popular broadcasts, video clips,
and screenshots uploaded from around the world.
• Email:

14. • YouTube - #4ThePlayers - https://www.youtube.com/watch?v=39pK2MV_sfs
• YouTube – Greatness Awaits - https://www.youtube.com/watch?v=sWsftNQvzsM
• Deep Discount Sales - Launches Final Holiday Sale Until January 5
• Sony brings together celebrities and PS4 gamers for charity with
PlayStation Heroes
Marketing Tactics

15. • Limited edition PlayStation consoles : BATMAN-Arkham Knight, CALL of
DUTY, STAR WARS
Marketing Tactics

16. Suggestions
• Address Network Issues and respond quickly
• One user, Michael Holmes, tweeted: "My family would love
to play the ps4."Can't do anything until I receive my
confirmation email!!!“
• Nav said: "Why the hell do I need to log into an account
before I can use a game console?
• "Great job you screwed up video games at xmas."

17. Suggestions
• Experts have suggested that PlayStation 5 might be the last in the PlayStation
series of gaming consoles.
• Mobile gaming and developments in recent VR technology
• In order to make their lifespan longer, they need to have more uses other than
simply gaming.
• 4K resolution support and Virtual Reality technology will help PS to fight better

18. Thank You For Playing
#4ThePlayers