Social
Social Strategy
The social media pipline is more than just posting memes (though memes are absolutely an important part of any content plan).
The first part of my process with any player-facing content involves utilizing Victoria Tran’s strategy of creating game-specific content buckets. With high level content mapped out, I have an endless pool of ideas to draw from when crafting any content calendar.
Once the buckets are created, the content calendar is fleshed out on a granular level to clearly document the goals and content of the posts (date, copy, alt text, strategy, etc).
It’s vital to generate significant lead time to accommodate approval times, asset creation time, and staging the posts with the correct tags for tracking. How much lead time depends on the project, the posting cadence, as well as the time requested by creatives on the project.
Social trends, and the time needed to jump on them as early as possible, are factored into the content plan to ensure resources are available for any additional assets that may be required.
Social Execution
Tone, platform specific quirks (I’m looking at you Twitter character limit), visual content, and engagement are the social execution quadfecta when it comes to sharing posts that players can really resonate with.
Each post is carefully crafted to cater to the core audience and the platform in a way that maximizes visibility and engagement.
Honing in on what works and what doesn’t can still change at the drop of a hat (and often does).
Is there a chance a post will flop? For sure — it’s the internet. Does this provide significant insight and learnings for future content?
Absolutely.
Analytics, UTM tracking, trends, and reporting have a massive impact on what gets put into future content calendars. By staying up to date with platform changes, consistently reviewing social analytics, and cross referencing those to current social trends, I’m able to gain deeper insight into what players want to see. From there I’m able to successfully opt for content that encourages engagement, profile growth, and of course, conversions.
cross marketing
Knowing your audience means knowing where to find them.
One of the best things I did when I worked on Video Horror Society was build network with the folks over at Behaviour Interactive. This accomplished two things (outside of being silly on main):
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- It gave the players something to come together on – especially since these communities had developed a severe us vs them mentality.
- It created visibility for both IPs in both communities – introducing the games to players who may not have been familiar with the other IP.
- It gave the players something to come together on – especially since these communities had developed a severe us vs them mentality.
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On the Pistol Whip side of things, we had some strong relationships with our music artists. By tagging them in posts and lifting up their work within our game, we saw a significant increase of visibility when engaging with them on social media — and we were able to connect our players to their music outside of the game, further strengthening our relationship with them
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