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TAKING AIM AT INFLUENCERS Games Connection 12.03.13
| Date post: | 29-Nov-2014 |
| Category: |
Marketing |
| Upload: | chris-younger |
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TAKING AIM AT INFLUENCERSGames Connection 12.03.13
2 billionvideos are watched on YouTube every day.
100 hoursof content are uploaded to YouTube every minute.
186videos are watched monthly by internet users in U.S., on average.
Source: youtube.com
Is this is a new form of PRODUCT ENDORSEMENT?
INFLUENCERS
Trends (+/-): Subscribers - Views - Sharing — Comments - Rank
DEMOGRAPHIC
ENGAGEMENT
If a video was posted by an influencer that was watched by millions yet garnered no comments, shares, or likes did it make a noise?
DURATION
15 second videos are used least, but they produce the best clickthrough rates and are 153% more effective than videos between 16 seconds and one minute.
61+ second videos account for half of all social video traffic, and they are the second most effective format after 15 seconds.
16-60 second videos are 41% less effective than videos over one minute long.
Managing talent or content -WHAT IS MY STRATEGY?
strategy & accountability
INJUSTICE: GODS AMONG US
strengths challenges• Most iconic superheroes of all-time
• Created by the team that created Mortal Kombat (NetherRealm)
• Get mass awareness for a brand new IP
• Activate core fighting game fans to rally around a new franchise
“Who Would Win?”
INJUSTICE: GODS AMONG US
challenge solution• Inspire new conversation in social
media around a timeless debate
• Stay relevant by focusing attention on a new fighting franchise
• Ask users to vote each week for “Who Would Win?”
• Utilize influencers to amplify the conversation and drive engagement
• Rally fans across owned and partner social networks to build excitement
WHO WOULD WIN?challenge solution
Inspire a new conversation around a timeless debate and focus attention
on new fighting franchise
• Ask users to vote each week for “Who Would Win?”
• Utilize influencers to amplify the conversation and drive engagement
• Rally fans across owned and partner social networks to build excitement
social amplification
INJUSTICE: GODS AMONG US
challenge solution• Leverage core and partner audiences
to get them talking, “liking”, tweeting, commenting and sharing
• Drive purchase intent
• Launch new video content weekly featuring celebrities talking about “Who Would Win?”
• Stir up conversation across multiple channels increasing overall debate and activity
INJUSTICE: GODS AMONG US
MAXIMIZE CONVERSION FUNNELDynamic feedback loop identifies drop-off for each step, allowing optimization / retargeting based on funnel progress
New character, character skins and DLC reveals
Reward & Sweeps
Social Engagement(polls, memes, conversation, etc.)
DC Comic Tie-In
INJUSTICE: GODS AMONG US
INJUSTICE: GODS AMONG US
INJUSTICE: GODS AMONG US
results#1 Game in the US in April and May
2013 across all platforms (NPD)
First time a fighting game have ranked in the top spot since April
2011 (Mortal Kombat)
INFLUENCER CONTENT CREATION IS EVOLVING BRANDED ENTERTAINMENT
A video game is not a product, its an immersive experience. That experience and connection to your brand does not need to be limited to the actual game contents. The right content can take on a life of its own and be a touch point to push consumers back to the game itself.
Either expanding on a well established world to add further depth and emotional connection, or as a method to help bring to life a new IP, long form content works in concert with traditional executions to add breath and scope to your brand.
LONG FORM CONTENT
Mortal Kombat: Legacy Nuka Break The Controller
Push the boundaries of what your game was primarily built for and re-purpose existing elements to create a wide array of assets to not only produce unique, highly shareable content, but inspire User Generated Content.
PUSHING THE GAME ENGINE
Inspiring and motivating fans to generate their own content, implies positive sentiment and helps you expand your brand through evangelists.
YouTube is the #2 search engine on the web, not just for video content, but for search in general. Influencing the UGC content helps you control the YouTube real-estate associated with your brand.
USER GENERATED CONTENT
There are those who exist across social channels, who are strong personalities and have the ear of massive self built audiences, where they deliver both insight and opinion.
These people not only speak to their audiences in a powerful and organic way, but also represent their followers collective voice to the outside world.
INFLUENCER PARTNERSHIP
MEDIA-CROSS PLATFORM CONTENT SYNDICATION
CONTENT DISTRIBUTION INTEGRATION ACQUISITION
Integrated Media support is key for:
• Maximizing Original Content Awareness
• Breaching the Tipping Point for Social /Earned Media Activity and Igniting WOM
• Cross-Platform Content Syndication
• Amplifying Earned, Owned, Social Media
Key Strategies
Awareness (Primarily CPM Media)• Branding: Create Targeted Mass awareness through high profile, multi-
media branding vehicles (to elevate brand and promote pass-along)
• Platform Specific: Leverage vehicles used to host or distribute Original Content, maximize organic traffic (eg. YouTube/Facebook ad platforms)
Performance (Direct Response CPC, CPA, CPE, CPV)• Content Syndication: Generate views through performance media and
online broadcast channels (CPE, CPV, CPA)
• Traffic Drivers: Guarantee high volume/low cost traffic to Content destination (CPC)
Tracking• Funnel: Implement KPI tracking feedback loop to attribute leads,
maximize media optimization and ROI
• Creative: Monitor and analyze content consumption characteristics through proprietary dashboards to determine best practices for creative optimization
“Twitter is a bridge, not an island”
1 billionTweets are sent every 2 days.
76%of Tweets are on a mobile device.
74%Follow at least 1 brand
Source: youtube.com
CREATIVE CONTENT
1billionMonthly Active Users
130Average friends per user
750 millionImages will be uploaded this New Years
Source: Facebook
FINAL THOUGHTS
CONVERSATION PLATFORMS
• Apply proper tags and content descriptors for greatest organic search results based on original content
• Have a clear strategy brief
• Generate unique and varied posts in order to produce viral action and content
• Moderate and engage on fan pages and influence users directly for expanded awareness
• Tweet and retweet within ongoing discussion to produce an echo effect across multiple channels
• Find influencers and integrate into ongoing conversation
• Establish brand presence to find first mover opportunities on platform
