The Real Cost Of Marketing Your Game With Social Media
July 13, 2010 Page 3 of 3
Content & Creative
Now I won't touch on this area very much. If you've picked your business objective, looked at your customer's profile, and have actually picked a touch point to connect with your audience, only then you can look at building content and creative that is going to connect with your audience.
Continuing with our example, moms are going to prefer something very different than what you'd consider using to connect with teens and 20-somethings. Going with your gut and common sense will help you build something great.
One thing I like to do here is always recheck the data I found when I did my research. I want to make sure I didn't miss anything important, and verify that everything is in order. If all is good, I have a green light.
I launch after talking with management one more time. You want to make sure you've set realistic expectations about how this will help you raise the awareness of your video game. This is going to be a long journey, and take an investment of time, money and people to make happen.
The Cost of Social Media
I don't think tracking your time in social media is really just about the time you spend in the space. I feel that the costs associated with that endeavor are also an important factor.
As we know, social media is not free, and when you add in the real costs and the time factor, you are looking at an investment -- whether you are Sony or an independent developer like Get Set Games.
Tracking your time in social media is only one side to the equation. There are a few different applications you can use to track your time:
Tracking your time is going to be important on a few levels. Of course you want to make sure you are using your time effectively throughout the day. However, the real reason is that you want to compare how your time is being used currently to how your company used to do things in the past.
Management is going to want to see how these two different methods differ. The more you can show that things are being solved faster, or you're able to create more awareness for your video game, the more resources they are going to put behind your initiative.
If you are spending twice as long to reach goals in the social space and it's been six to eight months since you started, then you may need to rethink things. It could mean that you are not on the right course for reaching your business goals. Tracking your time is key to make sure you're using company resources effectively.
Once you've tracked your time, you can start to analyze the cost associated with that time. The simplest way to do this is to look at the rate, measured in hours, which each employee is spending in the space.
"Employees" will include those in your digital marketing team, any outside agencies you might be using, and resources in other company departments that you might need to leverage.
Don't forget to include the cost of any technology you're paying for. Then look at what those employees would cost vs. how you use to raise the awareness level for your new video game. It's not going to be a perfect science and there still is lots of work we need to do in this space, in regards to analytics. However, just knowing what it's costing you is a great starting point.
I admit that social media requires a new way of thinking. However, you still need to track your time and make sure you are making a profit at the end of the day. Otherwise, you may find yourself out of business before you know it.
The management team is going to care about metrics, cost, and how company resources are being used. You need to be prepared to answer those questions and take everything up a notch to impress them. In the end, you just need to think things through and play some scenarios over to make sure you're not missing anything important.
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