2. About Giant Step [ giantstep.ca ]
• Digital Marketing Agency in Toronto, Canada
• Producing marketing campaigns + online properties
• Focus on branded online experiences
• Many projects since 2003, including work for:
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7. The Problem:
How to use
the Internet of 2010
to promote a
Product / Content / Brand
?
9. 1. Create a branded online environment
2. Design it to be fun, active, and social
3. Integrate with the ‘social media universe’
4. Continuously interact + market directly
5. Learn + Adjust + Repeat
How?
10. Need to integrate Technology + Marketing + Design
to provide on going, meaningful experiences
Technology
Marketing Design
What does it take?
11. Moderation
Fan Club
Hall of Fame
Personal Pages & Content
Watch & Vote
Systems of Engagement
Web Sites
Apps in Social Sites
Mobile Apps
Console Games
Design a system with planned usage in mind (like a vending machine)
Registration
Games Activities
Digital Platforms
12. Casual Games Scoreboard
Creative Activities
Engaging Activities
Massive Multi-Player Games
Branded Social Networks
Crowd Sourcing
Complex Creative Activities
Design branded activities (provide exciting things to do)
Feedback + Support
( follow / vote / review )
Simple Activities Deep / Complex Activities
User-Generated Content
21. Badges of Honor
Virtual Goods
Contests with Real Prizes Hall of Fame Ranking
Coupons
Samples
Incentives
Must provide incentives to participate (something to win)
Tangible Wins Non-Tangible Wins
22. Pay for impressions
according to market prices
( + people know it’s an ad )
Traditional Ads
Pay per Result Ads
( PPI / PPC / PPA )
Creating an environment that
promotes “free” impressions can
save on ad costs / improve results
Online Brand Impressions
Build audience in Social Sites / blogs
Posts
Likes / Follows
Views / Subscribers
Links that direct people to your brand (can be ‘Paid’ or ‘Earned’)
Paid Impressions Earned Impressions
23. Data Mining:
Generating Marketing
Conclusions
Behavioral Targeting
Registrations
Email / Other
Direct Marketing
Sharing / Referrals
Audience Development
Indicating Preferences
Converting ‘Data’
into ‘Information’
Keep Up-to-Date
“Scrubbing” the Data
Engagement helps brands get to know their audiences
Generating Lists Managing Lists Using Lists
Levels of participation
Strategy Adjustments
24. This is a complex process..
You have to build it step by step
..but it will increase the brand’s market influence and sales
Activities
UGC
Incentives
Impressions
Direct Marketing 1:1
Basic Site
25. Need to integrate Technology + Marketing + Design
to provide on going, meaningful experiences
Technology
Marketing Design
What does it take?
26. Technology
Marketing Design
HTML
Flash/Flex
PHP/MySQL
Servers/Hosting
Will it work?
Not slow? Not crush?
On all browsers?
Integration
Testing
Will they
come back?
Bring friends?
Often?
Will they use it?
Enjoy it?
Love it?
Usability
Look & Feel
Brand
Guidelines
Wow Factor
Time spent
UGC posts
Repeat visits
Page visits
Sharing
32. Solution:
Gogo’s Club
* Gogo’s avatars
* Game competitions
* Creative activity competitions
* Tracking personal collections + more
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58. Results:
* Launched in 9 languages + moderation
* Millions of repeat visits per month
* 500,000+ user generated content posts
* Average 10 minutes spent per visit
* High number of page views per visit
* Latest news reported 250M Gogo’s sold in 2009!
* Producing a TV series and Nintendo video games
![About Giant Step [ giantstep.ca ]
• Digital Marketing Agency in Toronto, Canada
• Producing marketing campaigns + online properties
• Focus on branded online experiences
• Many projects since 2003, including work for:](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)