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Talk I gave at the Social Media World Forum in London on 15 March 2010.
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Mobile + Social
Volker Hirsch (@vhirsch)
Social Media World ForumLondon - 15 March 2010
The Case forGames
Mobile Games...
... can be a bit of a nightmare
You do everything right...
on the inside...
... on the outside...
... and on marketing
Something is still missing...
THe $ Dilemma (carrier model)
total revenue
after VAT
after carrier
after distributor
after porting & QA
after License
after production
after overheads
THe $ Dilemma (app store model)
What is Social?
Social refers to the interaction of organisms with other organisms and to their collective co-existence [...]
Source: Wikipedia
A social network is not a community!
You need Context!
Prof Dr Karin Knorr-Cetina, Sociologist
Jyrri Engestrom,Founder Jaiku
Concept: Object-Centered Sociality
A game is a Social Object?
It always was!
It’s about Engagement
- Gamers Interact by the nature of the game.
- Gamers can be Fanatics!
- A game and the environment in which it is set matters to its fans.
games are powerful social objects
-Interact with players in context, i.e. in the game
-Let players interact between them (they have a common object!)
CwF + RtB = BM
Mike Masnick, TechDirt
WTF ?
WTF ?
Trent Raznor
Nine Inch Nails- All Music free under CC license.- All videos by fans aggregated on
website.- Free iPhone app: Fan Finder.
- Double Album for $10- Deluxe Edition (Double Album + Photo
Book + BluRay + DVD) for $75- 2,500 limited edition signed luxury sets
(with Vinyl + prints) for $300
CwF
RtB
Limited Edition sold out in 30 hours !!!
$750k revenue in 30 hours, $2.3m in week 1.
Let’s recap: Social is interaction in context
Object
make sure that mobile levers the Social Object (that is: your game) towards Your Users...
Mobile is the most powerful digital medium to date.
Why?
1. It’s Big (numbers)2.It’s Personal (nature)3.It’s really personal
(Identification of needs)
1,700,000,000
4,600,000,000
1,800,000,000
2,250,000,000
Internet users (PC, Mobile, Web Cafe)
unique credit card holders
tooth brushes in use
mobile phone subscriptions
475,000,000circulation of newspapers
825,000,000registered cars
4,000,000,000FM Radios
various sources
Mobile is a 1st!
• Personal mass media• Always carried• Always on• Built-in billing system• Always present at the point of
creative impulse• Accurate audience identification• Captures social context• Enables Augmented Reality
Tomi Ahonen, Mobile as 7th of Mass Media, 2008;Alan Moore & Jonathan MacDonald, The Glittering
Allure of the Mobile Society, 2008
It’s VERY personal...
• 91% of people have their mobile within arm’s reach 24/7.
• 64% of Americans are not willing to share their mobile with anyone. 60% of married people will not share their mobile with their spouse!
• It takes an average of 26 h for a user to report a lost wallet but only 68 minutes to report a lost mobile phone.
Morgan Stanley 2007
Unisys Survey
Wired Magazine 2006
• 8 out of 10 German men would rather lose their wife than their mobile phone.
Jonathan MacDonald; Survey of 10 German men at 1am in a bar...
OK, it’s huge, I get it.
But what do I do with it?
Address the unique propositions only
Mobile offers.
Value Levers: the 6 M’s.
Movement
Me
Multi-User
Machines
Money
Moment
Source: Tomi Ahonen
Mobile is a 1st!
• Personal mass media• Always carried• Always on• Built-in billing system• Always present at the point of
creative impulse• Accurate audience identification• Captures social context• Enables Augmented Reality
We need Tools
What
- Create Fanatics.
- Provide avenues for players’ passion.
- Incorporate players’ strongest community: his friends!
- Allow Choice: if, when and where to share. Just offer the path.
- Keep it in context, i.e. in the game.
Examples of how
- High-Scores (Reward) but make them customizable (context).
- Connect to the community (Avenues of Passion).
- Person-to-Person Challenges & Tournaments (Playful contextual interaction).
- Awards / Rewards (Fanatics).
- In-Game transactions & Virtual Currencies (Contextual Monetization).
Source: Bain Consulting
74% of all buying decisions are made on a friend’s recommendation
Real Cross-promotion
- General ads disregard the power of context & relevance (“Spray-Can”).
- Players = Fanatics = Ambassadors.
- Promotions by friends in context are genuine cross-promotions.
123,296,966,069,453
The Law of Big Numbers
One last thing:
The Mass Market is here:
don’t forgetthe “other”
smartphones!
Choose a tool that delivers all that.
Scoreloop does... ;-)
So...Where’s the Money?
Where it always was:
in your pocket...
Catchy phrase nicked from Jonathan MacDonald
Summing up:
• Facilitate engagement.
• Offer avenues to activate the player’s passion.
• Deliver, and in big numbers.
Got all that? You have a winner!
And if the user wins, the rest (incl. $$$) comes almost on its own...
Image Creditshttp://biodisplay.tyrell.hu/2008/09/24/experimenting-with-resolution/ http://upload.wikimedia.org/wikipedia/commons/8/85/Numbers_grid_in_NY.jpg http://gapingvoidgallery.com http://upload.wikimedia.org/wikipedia/commons/e/e0/Petanque_players_in_Cannes_(France)_2003.jpg http://upload.wikimedia.org/wikipedia/commons/5/56/Bhgs_crowd.jpg https://svn-create.freedesktop.osuosl.org/public/create/docs/logo/images/light_bulb_off3.jpg http://www.easy-access.com/garagelo/coloring/tools.gif http://picasaweb.google.com/lh/photo/f-4eoJyuiitoJIPDaqrMJQ http://blogs.fayobserver.com/faytoz/files/2008/10/davinci_toothed_gears_original.jpg http://www.adsinn.com/wp-content/uploads/2008/01/1100109100-1.jpg http://adsoftheworld.com/files/images/video-game.jpg http://www.foldingbikehut.co.uk/images/Toolbox%20Travel.jpg http://ridgestonecondos.com/images/istock_000003282632medium_dollar_sign.jpg http://cdn2.libsyn.com/sellinggeek/mobilepic.jpG http://www.footballpictures.net/data/media/75/River-Plate-Fanatics.jpg http://pervasivegames.files.wordpress.com/2009/04/124659356_bbe1e5b661_o.jpg http://upload.wikimedia.org/wikipedia/commons/a/a8/FIFA_world_cup_2006_-_Rome_circus_maximus_flag.jpg http://www.wallpaperez.info/wallpaper/movie/A-Nightmare-on-Elm-Street-1939.jpg http://www.thisfabtrek.com/journey/africa/egypt/20100112-egypt-desert/desert-road-egypt-4.jpg http://www.theninhotline.net/archives/old.images/tr_tdspromo2.jpg http://www.wright-brothers.org/TBR/Information%20Images/Photos/1903%20First%20Flight.jpg http://www.uwrf.edu/library/arc/images/diary.jpg http://news.msu.edu/media/photo/2009/12/2c305035-52be-4906-b034-022eadb86877.jpg http://www.jamesallen.com/engagement-rings/sold/1414/big/Micro-Pave-Engagement-Rings.jpg http://www.cartoonary.com/madagascar/images/madagascar-marty-alex-gloria-melman-penguins-julien-2048x1536.jpg http://writeontheinternet.files.wordpress.com/2007/09/superman.jpg http://www.math.nyu.edu/~crorres/Archimedes/Lever/leverBig.gif http://www.ruralmarketingservices.com/images/marketing_road_sign.jpg http://cnx.org/content/m23853/latest/Picture%201.png http://www.saatchi-gallery.co.uk/museumimages/thumbnail1.php/p2j200749041149arc_pht.jpg
@vhirsch
http://vhirsch.com
+44 7843 599 678
http://scoreloop.com
(@scoreloop)