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Gaming3 slideshare
1. Gustavo Donda & Don Valdez
INTEGRATED SOCIAL CAMPAIGNS & GAMES
ADVANCED SOCIAL MEDIA MARKETING
WEEK #3
2.
3.
4.
5. GAMES - BASICS
Games x brand’s promise and
target behavior
Consider the engagement pyramid
Don’t skimp on development
Brand campaign or Game campaign?
6. GAMES
Moving parts
Linchpin element vs. Equal contribution
Selection of tactics
Examples
7. MOVING PARTS
TECHNOLOGY PLATFORMS
Traditional Video Game Web Browser Based
Adobe Flash Mobile
PHP iOS
Android
JavaScript
Combination
FEATURES MONETIZATION
Community & Virtual Good
Asynchronous Transactions
“Never ending”
Virtual Stock Exchange
Virtual Currency
8. LINCHPIN ELEMENT VS. EQUAL CONTRIBUTION
Social Media
Technology Optimization is the
focal point of Social
Gaming
Features
Social Media Platform
Everything is
Optimization
secondary
Monetization
9. SELECTION OF TACTICS
CRITERIA VARIATIONS
Making a Good Game Goals
Network Effect Creating Awareness
Selling
Engagement
Branding
Arbitrage
Remarketing
Monetization
Type of Brand
Notas del editor
When we think about the word integration another word immediately comes to our mind, and that is connections. So, that’s why for the last few years, every time that someone had to speak about integrated campaigns, he presented an image similar to that:
Specially nowadays, with all these social media tools and APIs that made ease to integrate websites to Facebook fanpages, to twitter recipients to instamgram accounts, and so on, every digital campaign born with all parts totally connected. But there is another kind of integration that is much more important for brands and businesses and was only made possible because of the internet. Different from this flat, let’s say, horizontal integration, I’m talking about a deeper vertical integration.
This allows brand managers to assign different values for each part depending on the role that this part plays in the campaign In my view, this perspective of integrated campaigns eases the decision-making process.This is very well illustrated in the Big Skinny Case that we read this week. When you understand your consumer’s journey and the different roles that each part of your campaign performs to convince him in this process, and more important, which are those that influences more taking in account your product, brand and target characteristics, it helps you to distribute your investments much better.
More and more, analytics tools are lining up with that vision, allowing the tracking different KPIs configuration of integrated dashboards.This is an example of a dashboard from the interactive advertising bureau to track performance of a branded game or application.You can notice that it put together campaigns and financial metrics, and considers 4 steps of the consumers journey: awareness, appreciation, action, advocacy.
Branded games are a kind of investment that has a high potential of buzz but with high production costs.In terms of investment distribution, the decision of creating a game as a big part of an integrated campaign involves shifting budget from media buying to production. This means making a big bet on earning organic buzz media. So, the keypoints to consider are:Be 100% sure that is the most suitable form of communication for your brand’s promise and target behavior.Remember: Casual gamers are a much bigger audience than game fans- Make the right decisions about development: nothing would save a poorly done game - A branded game has to work as a communication tool for your brand, generating buzz. Integrate that with the right social optimization technics and tools: do a careful planning, so you won’t end up spending money to communicate the game to avoid total disaster
Through these moving parts, Social Network Gaming optimize overall Social Media in (1) players recruiting other players to partake in activity and (2) linking the increased social media activity to “unlocking” rewards in games. http://en.wikipedia.org/wiki/Social_network_game http://www.time.com/time/magazine/article/0,9171,1935113,00.htmlhttp://www.socialmediaexaminer.com/why-social-media-gaming-is-big-business-for-your-business/http://www.dreamgrow.com/social-media-gaming-infographic/
Social Media Optimization is comprised of: (1) People, (2) Services, and (3) Content People community driven, everything is social Services entertainment and/or function-driven Content content is king, content-driven “Social Games & Virtual Goods” by Martin Szugat of SnipClip.com
Making a good game metric driven, social then fun, must generate social capital, regular updates & new items… reach, retention, revenue Network effect reach, user acquisition, reengagement Engagement create competition among friends using visible metrics or get friends to help Arbitrage users, user-initiated actions, user-participation Monetization drama, friendship, competition, collections, gambling, individuality Creating Awareness convert non-gamers to casual gamers Selling know your demographic & setup easiest conversion methods: PayPal, Credit Card, Offers Branding in game advertising, controlled experience Remarketing capitalize on existing consumers, enticing users to re-purchase premium currency Type of Brand will determine what type of gaming you create- related to industry, product, or brand image itself DAU daily active user“ Monetizing Social Gaming” by Lisa Marino, Chief Revenue Officer of RockYou.Com