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从业人士谈YouTube和Twitch上的游戏主播推广策略(下)

发布时间:2020-02-26 08:59:55 Tags:,

从业人士谈YouTube和Twitch上的游戏主播推广策略(下)

原作者:Mirza Hasanzade 译者:Willow Wu

在第一篇中,我们分享了一些游戏开发者如何联系网红主播寻求合作的建议。如果你正在为游戏推介做准备,或者还在考虑哪个主播是最合适的,那么我们建议你在阅读这篇文章之前先去看第一部分(http://gamerboom.com/archives/96676)。

在本系列的第二部分,我们将告诉你如何为网红营销活动建立一个(易管理的)日程表,无论你的公司的规模或预算如何。就跟其它的策略或日程表一样,这不是什么万用计划。你可以当做是一个简单的参照框架,在你制定策略时提供一些帮助。

其中包含:

·如何估计你所需要的时间

·营销活动前规划

·制作/创作过程

·Beta测试

·营销后分析

·要考虑的事项

如何估计你所需要的时间

Building in Fortnite(from gamasutra.com)

Building in Fortnite(from gamasutra.com)

在一切开始之前,你需要大致估算一下网红营销实际需要的时间(不要太紧张,给自己一些回旋的余地)。可以按照以下4个步骤或者阶段来考虑:

1.营销活动前规划

在展开网红搜寻之前,这是奠定你营销基础的关键步骤。

2.制作/创作过程

假设这时你已经找到了合适的网红主播,这一步骤就是你和他们讨论所有相关细节内容。

3.Beta测试

在这一阶段,你会从合作网红那里获得反馈(如果跟网红一起合作测试是你整体发行计划的一部分的话)。

4.营销后分析

收集所有数据、反馈,为下次营销做准备。

每个游戏工作室、开发者和发行商都不一样,所以上面的步骤都没有唯一正确的方式。让我们来看看这一切是如何展开的……

营销活动前规划

在营销开始之前,你需要弄清楚一些事情:包括什么时候发行游戏、预算有多少、营销的目标是什么。搞清楚之后,你就可以开始寻找潜在的合作网红了。

关于这一阶段,我们整理出了一份问题checklist:

1.网红营销的预算是多少?

2.活动要持续多长时间?什么时候发行游戏?

3.营销的主要目标是什么?只是为了获取用户吗?你要在多个国家测试游戏吗?或者你是想知道哪些群体才是你的主要用户?

4.你想跟哪类网红一起探索?(考虑比如粉丝规模、所在地区等因素)

5.要跟几个网红合作?选一个顶级流量网红,还是10个稍稍逊色的?

一旦有了答案,你对营销活动的大概持续时间就更有数了。

一般来说,最好的方法是尝试不同规模的频道。如果你只找一两个人合作,样本量可能太小,不足以推测结果。你接触的网红越多,游戏推向市场、达成多笔交易的可能性就越大。

因此,我们强烈建议你在游戏发行之前做好这一切,这在前文就谈论过。引起网红关注&兴趣的关键方法之一就是在发行之前提供独家试玩的机会。

营销活动前规划总耗时间:1~2周

制作/创作过程

在这个阶段,你需要整理一份已经同意试玩游戏的主播名单。这本身就是一个漫长的过程,所以一定要给自己足够的时间去寻找和联系这些主播(至少2~4周)。如果你不清楚怎么才能联系到他们,可以看看上一篇文章。

这一阶段将会是这样的:

步骤1:给网红一份brief

这是非常重要的一步,你在跟网红们谈话之前就应该准备好一份草案。糟糕的brief会导致沟通不良,产生各种误解,进而出现任务超时、内容出错等令人头痛的情况。在brief中,你得确保所有东西都列得清清楚楚。这涉及到协商价格、跟踪链接、必须有用户行为召唤(CTA)、最后期限、任何你不想让他们说的话,等等。

不要忘了,你看完视频后可能还会提出些意见或者想做些小调整(前提是不要惹怒对方),所以你要留出时间给这一部分。

步骤2:满足他们的所有需求

logo、艺术资源、甚至预先录制的片段,把这些素材全部发给他们能为你们双方节省不少时间。问清楚他们需要什么,他们比你更清楚。

步骤3:也给他们时间

玩游戏、录制视频是需要时间的,尤其是还需要内容剪辑的情况下。不要指望一天就能解决。问他们需要多少时间:但是协定后,要确保对方在最后期限前完工。当然,他们也会有其它的任务,但这是你的游戏,所以不要害怕跟进。积极交流是关键。

创作过程总体耗时大概是3~4周。

Beta测试

如果你没有打算跟网红合作beta测试的话,可以跳过这一步。但如果有的话,你可以继续往下读。

在beta测试期间进行网红营销与正式发行阶段进行的营销是非常不同的,但同样重要(甚至更重要)。像这样的活动是了解游戏生命周期价值的有效方法之一——它在不同地区市场的表现如何,最重要的是,玩家是否喜欢。

执行起来也不难。选择一个你想做beta测试的国家,然后联系当地的网红主播。其实他们中的大多数人都喜欢在发行之前试玩游戏,这一点可能会让你觉得意外。而且其中大部分都是专业玩家,因此他们的反馈可能是极其宝贵的。

你想要给主播们尽可能多的创作自由,但是当你向他们表明目标的时候,也要确保这一部分清晰明了,这会影响主播对游戏的讲解。如果到那时你的游戏还存在不少问题或者bug特别多,跟主播说的不一样,观众就会留下非常不好的印象。

当网红给你反馈时,要确保你有足够的时间完成游戏的优化提升。

这是尤其关键的一步,所以我的建议是留出3周。具体情况取决于你们双方在测试期间的交流频率。如果你期望网红主播能给你的游戏提出较为专业建议,那么你需要给网红主播充足的时间玩游戏、给游戏优化预留时间。你不可能知道到底需要调整多少地方。

营销后分析

这是整个过程中另一个较为重要的阶段(骗谁呢,其实它们都很重要)。留出1周左右的时间查看你的营销分析。哪些部分进展顺利?哪些没有?以下是适用于这一阶段的问题列表:

1.哪一个主播的效果最好?(假设你是跟多个主播合作)

2.这次营销活动对我的KPI有些什么影响?

3.我从营销中获得了多少安装量?

4.这些新玩家的留存率和其它KPI指标如何?

5.我的游戏真的适合那个频道吗?

6.另一个观众群体会不会更适合我的游戏?

7.在这次营销中遇到了什么阻碍,下一次要如何应对?

8.要考虑到即使过了几个月,仍然可以获得更多的播放量和安装。

回答完这些,然后制定你的下一步计划(这一阶段,双方的合作结束了,你得靠自己了。但是你有疑问的话欢迎来找我们)。

给自己一两周的时间来处理。行业中有不同的报告工具,但是Matchmade也有一项非常好用的服务,给你提供实时营销报告。你可以到我们的网站(https://app.matchmade.tv/auth)查看。

在整个过程中你需要:

制作游戏日程

3A游戏、游戏大会、DLC、VidCon(视频行业大会)等等,这些东西都应该记在你的日程表中。网红的卷入很可能会让这些事件成为你的优先级,毕竟他们的日程中还有大型电视节目这样的重量级活动。所以你要先制定计划,然后围绕这些事件、活动展开营销,而不是把火力都集中在一个时段。

让这些网红做好自己的工作

网红主播是非常有才华的一群人。他们可以让你的游戏脱颖而出,同时吸引成千上万的玩家。尽管你的游戏本质上算是你的孩子,但将它交给一个拥有如此强大力量的陌生人,并且希望他们能说一些好话,这还是令人感到有些害怕。

但信任他们、给他们创作自由是很重要的。如果你要求太高,他们可能无法帮助游戏获得更好的成绩。如果他们有给出反馈,一定要仔细倾听。他们比谁都了解观众的喜好,这些有价值的信息能帮助你确定游戏的改进方向。

遵循计划日程

这篇文章涵盖了不少内容,现在来总结一下——你的计划日程应该包含:

1.计划计划还是计划

预算、资源、目标等等。在这一阶段也要做调研。设定一个切实的最后期限。总是有各种各样的意外会发生。

2.付诸行动

发送brief、创作资源,给他们时间,耐心等待。给他们反馈,记得要合理。再留出一些应对问题的时间。

3.仔细倾听

如果你打算进行beta测试,你需要倾听他们的意见与建议,在正式发行前把游戏打磨得更好。

4.积极学习

分析是你的好朋友,只会让你和你的游戏变得更好(你可以相信我们GameAnalytics的朋友,这是他们擅长的领域)。留一些时间分析哪些地方做得很好,哪些地方需要改进。

希望这一系列文章能对你有所帮助。成功的网红营销不仅可以让你的游戏广为人知,也有利于与合作对象建立持久的关系,在未来成为可靠的搭档。

本文由游戏邦编译,转载请注明来源,或咨询微信zhengjintiao

In the first part of our guide, we shared a few key tips game developers can use when reaching out to influencers. So, if you’re working on your pitch, or still figuring out which one is best for you, then we recommend you to head to part 1 before reading this one.

For part two of our series, we’re going to give you the lowdown on how to build a (manageable) timeline for your influencer marketing campaigns, no matter what your company’s size or budget is. And just like any other strategy or timeline, this isn’t a “one size fits all” plan. Rather, you can use this as a simple framework to follow when building your own strategy.

This is what we will cover:

·How to estimate how much time you’ll need
·Pre-campaign planning
·Production/creative process
·If you’re beta-testing
·Post campaign analytics
·Things to consider

How to estimate how much time you’ll need

Before you do anything, you will want to roughly estimate how much time you actually need for your influencer marketing strategy (don’t be tight here, give yourself some leeway time). Think about it in 4 steps, or ‘phases’:

1. Pre-campaign planning

On top of finding influencers, this is where you’ll lay the groundwork for your campaign.

2. Production/creative process

Assuming you found your influencers, this is where you and your influencer(s) hash out all the details regarding content.

3. Beta-testing

Where you can get feedback from the influencer(s) you’re working with (only factor this in if it’s part of your overall game launch strategy).

4. Post-campaign analytics

Where you gather all the data and feedback you need for the next campaign.

Every studio, developer, and publisher are different, so there’s no one answer for the above. To help you figure out what this all means, let’s put these phases under the microscope…

Pre-campaign planning

You’re going to need to figure out a few key things before starting your campaign, including when you want to release your game, how much you’re able to spend, and what your campaign’s goals are. Once you’ve done this, then you can start looking for potential influencers to work with.

Here’s a general checklist of what you’ll need to answer in this phase:

1. What’s your overall budget for your influencer marketing campaigns?
2. How long do you want to run this for? When do you want to release your game?
3. What is your primary goal for this campaign? Is it simply UA? Are you testing your game in different countries? Or are you trying to figure out your primary audience?
4. What kind of influencers do you want to experiment with? (e.g. size, geos, etc).
5. And how many influencers? Just a large-sized one, or 10 smaller sized ones?

Once you’ve answered all of these questions, you’ll have a better idea of how long the campaign is going to take.

As a general rule, it’s always best to experiment with multiple influencers with different-sized channels. If you only reach out to one or two people, the sample size risks being too small, and you can’t get a good idea of what results to expect. So the more influencers you reach out to, the better the odds of striking multiple deals and getting your game out there.

Psst… We strongly recommend that you do all of this before you’ve even launched your game. We spoke about this in our previous post, but one key way to get an influencer’s attention and interest in your game is to give them exclusive playtime before you release the game.

Total time for pre-campaign planning: 1-2 weeks

Production/Creative process

In this phase, you’ll first need to have a list of influencers that have agreed to play your game. This in itself can be a lengthy process, so make sure you give yourself plenty of time to find and contact influencers (at least 2 – 4 weeks should be a good start). If you’re not sure how to reach out to them, have a read through our previous blog here.

Here’s how this phase will look:

Step 1: Send the influencers a brief

This is an important step, and you should really have a draft ready before you even talk to influencers (so you can send it to them as quickly as possible). A messed up brief can mean miscommunication, so delays, wrong content, screw-ups, and more. Inside your brief, you’ll want to make sure you lay everything out as clear as day. That means agreed price, tracking link, must have CTAs, deadline, anything you don’t want them to say, etc.

Don’t forget, after you review the video, you’ll probably want to give some feedback or small changes (as long as you don’t step on their toes), so give yourself time for that.

Step 2: Give them everything they need

Logos, artwork, even pre-recorded footage. Sending all this to them can be a massive timesaver, for both you and your influencer. Ask them exactly what they need – they’ll know more about this than you.

Step 3: And give them time as well

Playing games and recording videos take time, especially when they have to edit the content, too. So don’t expect this to be turned around in a day. Ask them how long they need. But once agreed, make sure to stick to the deadline. Yes, they’ll have other commitments too, but it’s your game, so don’t be afraid to follow up with them. Communication is key.

Total time for the creative process: around 3-4 weeks

If you’re beta-testing…

Skip this step if you’re not beta-testing your game with an influencer. But if you are, then carry on reading.

Running an influencer marketing campaign during beta-testing is pretty different to run one during the official launch of your game, but just as important (if not even more). A campaign like this is a good way to grasp your games’ LTV, how well it performs in different geos, but most importantly, if players will even like it.

It’s not that hard to do, either. Simply find the country you want to do your beta test in, and reach out to local influencers. You’ll be surprised, most of them actually like playing games before they are launched. And as most of them are professional games, their feedback can be invaluable.

You’ll want to give your influencer(s) as much creative freedom as possible when playing, however, make sure the objective is clear as possible when briefing them. This can influence how they talk about your game to your audience, which can be harmful if your game isn’t polished enough, or is full of bugs.

When the influencer does give you feedback, make sure you have enough time to make those changes.

This is a pretty important step, so I would say give yourself at least 3 weeks for this. Although, this really does depend on the relationship you have during the test. If you expect expert feedback for your game from an influencer, then you need to allow yourself time for the influencer to play, and for you to make any development updates as well. You never know how many changes you’ll need to make.

Post campaign analyticsAnalytics

This is another vital phase in this entire process (who are we kidding, they’re all important). Take a week or so to look at the analytics of your campaign. What went well? What didn’t? Here’s a list of questions you can ask yourself at this stage:

1. Which influencer performed the best? (Assuming you’re working with more than one)
2. How did this campaign affect my KPIs?
3. How many installs did I get off the back of this?
4. How good are the retention and other KPIs for these new players?
5. Was my game suitable for that influencer and audience?
6. What audience is more suited for my game?
7. What barriers did we come across during this campaign, and how can this be smoother next time?
8.Take into consideration that you’ll still be getting views and installs even after a couple of months.
Answer all of those, and then plan out your next steps from there (you’re on your own here, but feel free to buzz us if you have any questions for this).

Give yourself a week or two to do this. There are different reporting tools out there, but Matchmade has a pretty useful one, which lets you get real-time reports of your campaigns. You can see for yourself here.

Things you’ll need to consider during this entire process

Make a gaming calendar

AAA titles, gaming events, DLC, VidCon, and more. This is all the stuff you should write down in a calendar somewhere. And the reason why is influencers will likely make these events a priority. Even things like big TV shows can sometimes take up their time. So plan your campaign and launch around these releases and events, not at the same time.

Here’s a list of some of the top games being released in the next few months.

Let your influencers do their jobs

Influencers are incredibly talented people. They can make your game shine, all while reaching thousands of players. And although your game is essentially your baby, it can be pretty daunting to hand it over to a stranger with that much power, and hope they say nice things about it.

But it’s important to give them some trust and creative freedom. If you’re too demanding, then they might not be able to give you the credit your game deserves. And if they have some feedback, make sure to listen. They know, more than anyone, what their viewers like and dislike, so they’ll definitely have some good ideas to help you make the best game possible.

Keep to your schedule and timeline

We covered a lot in this post, so here’s an overview of what you should include in your timeline:

1. Plan, plan, plan

Budget, resources, objectives, and more. Do your research in this stage, too. And give yourself realistic deadlines. Things pop up all of the time.

2. Do, do, do

Send the brief, creative assets, and give them time. Give them feedback, too, but be reasonable. And again, allow yourself time for any setbacks.

3. Listen, listen, listen…

If you’re beta-testing, you need to listen to what they are saying, and then make your game better before the big launch.

4.…and learn, learn, learn

Analytics are your friend, and will only make you and your game better (you can trust our friends at GameAnalytics about this, it’s kind of their thing). Give yourself time to figure out what went well and what you need to improve on.

We hope you’ve found this two-part guide useful. When done well, not only can you get your game well known, but you can also build lasting relationships with people you can count on in the future, too.

(source:gameanalytics)


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