July 23-25 2008 CGA Seattle 2008 Marketing to Casual Gamers: The Changing Media Landscape Kate Pietrelli Account Manager TriplePoint July 25, 2008
CGA 2008: Innovative Marketing Kate Pietrelli
May 19, 2015
My presentation on marketing from Casual Connect Seattle 2008
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July 23-25 2008 CGA Seattle 2008
Marketing to Casual Gamers:The Changing Media Landscape
Kate PietrelliAccount Manager
TriplePointJuly 25, 2008
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July 23-25 2008 CGA Seattle 2008
Evolving Social Online Landscape
• Popular activities:– Social Networking– Video Sharing– Photo Sharing– Blogging– Vlogging– Social Bookmarking
– Posting on message boards– Podcasting– Live Casting– Social News Sites– Wikis– And the list goes on…
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July 23-25 2008 CGA Seattle 2008
What is Social Media Marketing (SMM)?
• Definition: – “Social media marketing (SMM) a form of internet
marketing which seeks to achieve branding and marketing communication goals through the participation in various social media networks. Often involves creating and participating in a dialogue with the target audience, rather than forcing an advertisement upon them.”
• Common Tactics:– Blogging or Vlogging– Posting to discussion boards/forums– Creating viral videos– Driving user-generated content
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July 23-25 2008 CGA Seattle 2008
Why Should I Use Social Media Marketing?
1) Your customers visit social media sites– MySpace: +7% (73.7MM)– YouTube +52% (65.5MM)– Blogger.com +59% (44.9MM)– Facebook: +34% (35.6MM)– Flickr: +101% (17.0MM)– Twitter: +60% (593K)
eMarketer, June 2008Comscore, June 2008
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July 23-25 2008 CGA Seattle 2008
Why Should I Use Social Media Marketing?
2) Create and manage a positive brand experience– 59% use social media to “vent”
about customer care experiences– 72% research customer care
online prior to purchasing– 74% purchaser decisions based
on experiences shared online
Nuance Communications, April 2008
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July 23-25 2008 CGA Seattle 2008
Why Should I Use Social Media Marketing?
3) Increase awareness for your brand– Brand advocates will share content and evangelize for
you:• 60% believe good brands are worth talking about• 55% often tell friends about interesting products
– Consumers respond to word-of-mouth marketing:• 61% of consumers say they are influenced by advice from
family, friends and co-workers• 43% of online video viewers found the online video in
emails from friends and family
eMarketer, June 2007
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July 23-25 2008 CGA Seattle 2008
Case Study: Zappos Blogging on Twitter
• Concept: Leverage blogging sites for engagement and interaction with customers
• Tactics: Blogging and RSS• Launched: April 2008• Results:
– Positive user engagement– Zappos CEO followers: 8,467– Zappos employees on Twitter: 439
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July 23-25 2008 CGA Seattle 2008
Case Study: EA Channel on YouTube
• Concept: Promote upcoming products with video footage and entertaining video
• Tactics: Video, Discussion Board• Launched: September 2005• Results:
– Increased brand awareness– Subscribers: 30,222– Channel Views: 1,473,708
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July 23-25 2008 CGA Seattle 2008
Case Study: BlendTec Channel on YouTube
• Concept: Showcase blender product by asking users to suggest products to blend
• Tactics: Vlogging on company website and YouTube, RSS• Launched: October 2006• Results:
– Increased brand awareness– Current Subscribers: 87,329– Channel Views: 2,118,095
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July 23-25 2008 CGA Seattle 2008
Drivers of Success
• Focus on relevant distribution channels
• Provide value and relevance
• Take the time to be social
• Be honest and sincere
• Listen to your customers and followers
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