2012 RightScale Conference NYC - Laura McEwen, Vice President & Publisher, SELF Magazine
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2012 RightScale Conference NYC - Laura McEwen, Vice President & Publisher, SELF Magazine
- 1. Laura McEwen | Vice President & Publisher, SELF GAME.SELFWORKOUTINTHEPARK.COM
- 2. SMERC KONTAGENT LIVE GAMER Research and Analytics RIGHT SCALE IT Hosting LEGAL Facebook CONSUMER ClearSCALE MARKETING System Administrator PUBLIC APICA RELATIONS Load Testing EXTERNAL CONSULTANTS
- 3. WHY WORKOUT IN THE PARK? A Social Originator An Model for Annual Integration Event Participant Perfection to the Core 3
- 4. WHY A SOCIAL GAME FOR SELF? 4
- 5. WHY NOW? WHY NOW? 80% of SELF’s audience are active users of social networking sites (182 INDEX) 49% play online games frequently (191 INDEX) 5 SOURCE:@Plan Q4 2011; Past 30 days
- 6. FUN 6
- 7. PERSONALITY Social Personal Educational Addictive Inspirational Real-Life 7
- 8. A SUCCESS FROM THE START 120,000+ Uploads in One Month Averaging 10+ MINUTES Per Session 200MM Press Impressions to Date 8
- 10. MOBILE LIVE EVENTS BEYOND THE GAME MAKE IT A MULTIMEDIA GAME PLAN DIGITAL PRINT I 10
- 11. Mike Davis | Chief Technology Officer, SMERC GAME.SELFWORKOUTINTHEPARK.COM
- 12. 1. WHAT 2. HOW 3. WHY Templates Product Teamwork People Timing Process 12
- 13. WHAT • Multi-tier LAMP stack, Flash front end • Autoscaling on the web-tier • Vertical scaling on the DB layer • … for now
- 14. RS TEMPLATES AVOID THE INSANITY INSANITY: Doing the same thing over and over again and expecting different results. —Albert Einstein
- 15. TEAMWORK APP DEV AND SYS ADMIN
- 16. TIMING: NOW • From initial phone call to live in less than 3 weeks • Auto-scaling environment up and running in 7 working days
- 17. NO ONE EVER GOT FIRED FOR HIRING… Multi-cloud TEMPLATE-BASED solution APPROACH SCALING DONE RESULTS, PROFESSIONALLY AS PROMISED
- 18. PEOPLE Global Presence= 24-hour team • Multiple continents • Multiple time zones • Extreme amount of flexibility and understanding • The right team for the job
- 19. PROCESS.TEST (PROCESS.TEST()); • Iterative approach • Lots of knobs and dials to turn • Do not try this on a home instance
- 20. END PRODUCT • Successful deployment • Daily Active Users are growing • Confidence in the environment • It truly is the Right Scale
Notas del editor
- Today I’d like to introduce our latest-already-much-beloved brand asset - Self’s Social Game Workout In The Park. I’m going to take you through the WHY and WHAT of the game and how YOU can get involved in a meaningful and engaging way.
- Long before women were connecting on Facebook, Twitter and Pinterest, Self Workout in the Park was a social originator. It was, and is, where women and their friends run to, flock to, to meet like-minded women. The events provide them with an open forum to hang out, workout, and share their own experiences and knowledge. Self Workout In The Park has proven to be an essential component to our advertising partners media plans. For nearly two decades, we’ve fine-tuned the way we’ve brought advertisers front and center with these attendees in trulyengaging ways.
- Even with the success of this amazing platform – not to mention a leading magazine and website, best-selling books and DVDs, tremendous exposure in broadcast, multiple mobile apps, and a huge presence on Facebook, twitter and other social sites – fans of the Self brand want and expect new and entertaining ways to engage with us. That’s exactly how the idea for a social game came about, through our consumers wanting more ways to engage with the brand.
- Being the first major brand from a publishing house to come outwith a game, you might ask, why now. The reason is, that we truly believe that it’s what our fans, our readers, and our consumers want. In addition to being fitness minded, healthy and active – online social gaming – It is what they’re doing and where they are going – now! The SELF audience is highly interested and active on online social sites and they are playing games – with 80% of our audience on social sites and with almost 50% playing online games every month. Moreover our own research tells us that the statistics are even higher. And trending upward all the time. So – given that our fans and brand evangelists wake up every day thinking that they want to eat right, work out achieve overall health and wellness – and that it is our mission to help them curate their best life and become their best self -- We felt it was an optimal time to combine their love of SELF and their extreme use of online, social and gaming – to create this explosive combination. This social game became a clear and exciting innovation for our brand.
- With the help of a leading gaming company, we built a game that combines the core elements of what successful games possess, while making sure it has the personality that delivers on the SELF brandpromise.#1 the game is fun. From the characters they create, to the parks they build, to the competitiveingame play to minigame excitement it’s all about having a good time.
- But secondarily, there are a lot of attributes that define the games personality.The game is personal, as the experience is entirely customized by each user. It’s addictive – the more you play, the better the performance and achievements.Whether you’re playing with others or posting your latest achievements on Facebook, the game is designed to be extremely social.It’s real world – you don’t getter fitter or perfect your park unless you’re a regular player. It’s also educational in our key areas of fitness, nutrition and and wellness. Keeping women in-the-know about the latest in healthy active lifestyle is essential to everything we do.
- All the thought and research that went into the development of the game is paying off. Instantly our audience is connecting with it and far exceeding our expectations. In one month, with limited promotion to date, we’ve had over 120,000 downloads and are averaging 10+ minutes spent on the game by active users per session.And the reaction to the game goes beyond gamers. It’s being widely covered by the industry, already garnering over 200 million media impressions. Why? Because reporters are excited to cover what’s ground-breaking and unique – and our Social Game is the first of its kind for a major publishing brand.
- So that’s the WHY of the game, now take a look at the game in action.<click into movie>
- Now it’s time to connect the dots. To really get maximum exposure for your partnership with the game, we’ll leverage all that we have in our arsenal to build traffic to the game and showcase your integration. Custom campaigns across our properties can be developed to meet your timing and media needs – including options like print, digital, mobile and event sponsorships. Additionally, we can work with you if you have important areas to promote the program, such as product packaging or retail programs.
- Today I’d like to introduce our latest-already-much-beloved brand asset - Self’s Social Game Workout In The Park. I’m going to take you through the WHY and WHAT of the game and how YOU can get involved in a meaningful and engaging way.
- Today I’d like to introduce our latest-already-much-beloved brand asset - Self’s Social Game Workout In The Park. I’m going to take you through the WHY and WHAT of the game and how YOU can get involved in a meaningful and engaging way.