The head of Twitter's gaming business, How did Wilderness Action advertise through Twitter?
In popular overseas gaming markets, Twitter has always been a must-have for many vendors in advertising or community operations.
According to official Twitter data, last year(2019)A total of 1.2 billion game-related tweets were posted by Twitter users worldwide, up 20 percent from 2018. Regionally, Japan's Twitter user base is not only large, and 73% of Japanese Twitter users are video game players.
So what are the characteristics of Japanese Twitter users based on the high degree of co-fit between Twitter users and gamers? What is the basic framework for working with Twitter? Today(April 28), in an online workshop on "Industry Insights and Marketing Guides in the Game Of The Sea" organized by AppsFlyer in conjunction with Twitter, from Wang Yiming, Business Manager, Greater China Team, Twitter（Monica Wang）Shi Yifei, Manager of Twitter Greater China Big Customer Games, shared experiences in Japan's Twitter user characteristics and successful advertising framework, focusing on NetEase's hand-in-hand tour Wilderness Action, as an example.
The following are Wang Yiming, business manager of Twitter's Greater China team, and Shi Yi, Twitter's Greater China GreatEring Customer Game Business Manager, who also share the transcripts, taking into account the reader's reading experience, some of the content has been sorted and deleted:(The following images are from the AppsFlyer X Twitter online seminar on April 28)
In Japan, 73% of Twitter users are gamers
Twitter, a global platform, tweets about 500 million a day. Perhaps many friends who want to go overseas think that the Majority of Twitter users are American users.But 80 percent of Twitter users are not in the U.S.
The overall number of users in Asia is very large, with Japan, India and Indonesia being Twitter's biggest markets, while the Philippines, Thailand and South Korea are the fastest-growing markets.
From the game area, according to 2018 data, the five countries with the most game-related tweets are Japan, the United States, the United Kingdom, France and South Korea. If you go out to sea and want to work with Twitter, you can prioritize countries or regions where the above tweets are relatively active.
These are Twitter's global profiles. So what's the case in Japan, where the game has the most tweets?
First of all, the most active users of Twitter worldwide, whether it is daily text volume or search volume, are the world's first. When young people in Japan search for the latest news in their daily lives or at a time, the first choice is often not search engines, but Twitter, a phenomenon that becomes more apparent to younger users.
Japanese users use Twitter an average of seven times a day. Refer to our domestic microblogs, imagine, we all use microblogs several times a day? By comparison, you'll find that this is a very high frequency of use.
In recent, more specific times, from a global perspective, Twitter has discussed more discussions in addition to entertainment, public or epidemic-related information, game-related tweets also accounted for a large part of the news and sports information 2-3 times.
As of April 16, 2020, the red color is marked as the proportion of game topics
AndOn Twitter in Japan, the number of discussions about games has taken over the top three。
As of April 16, 2020, the red stars in the image are marked as the proportion of the game's topics
During the "epidemic" period, we also found that Twitter's active users have increased, and overall brand competition has decreased, so our prices have also decreased significantly.
In combination with the above points, in this difficult period, in fact, we can also see at the same time in the advertising level of some opportunities. Game manufacturers can seize the opportunity to lock the user's fragmentation time, deep cut in the target crowd, to promote the game.
Let's move on to the Japanese market.In Japan, Twitter has a large user base, with 73% of its users being video game players. Of the many gamers, 85% are hand-played.
Data as of January 2019
These hand-travel users have a strong ability to pay,Nearly 50 percent of those users spend an average of more than $10 a month.
Data as of January 2019
At the same time, they focus on action adventure, role-playing, strategy puzzle and other game categories.
Data as of January 2019
Next, let's look specifically at what the process framework for the game's release on Twitter looks like. First, Twitter may classify game users differently from how they are classified, mainly from the way Twitter is used.(pictured below)This special distinction can help us to do better advertising design.
We distinguish between players at different levels and want to see how much time each account spends on the platform.
When we buy in the early stages, the most contact is actually the "intermediate player", because the "middle player" will show interest in different games, so he will come to see. So what's the challenge for us? The challenge is that they're not so single-minded, so we're competing with a lot of games for the time these users spend playing. And for "light players", it's not just other games that compete with us, but other apps that can pass the time.
How to combine the characteristics of Twitter users with game users,
Get a conversion in the delivery?
So, how should we combine different user characteristics to design the launch plan, so as to get the transformation?
In the early stage, we can first buy the first batch of "intermediate players", through a variety of voice input material and the game itself wonderful content to create discussion, interaction, to let them deeply understand the characteristics of the game, really like the game, and then into a "hard core player";
"Hard core player" can be said to be the game's KOL, he will actively create discussion, share game information;
Finally, through the discussion generated by the "hard core player", the influence of the lowest "light player", by creating a sense of popularity to affect the "light player", forming a large number of transformations, so the topic and discussion volume is a very important indicator.
This approach has actually been somewhat demonstrated in the data.
From the image above, we can see the amount of live conversations when the live event is implemented(Green column)There's a significant growth, next download(Blue curve)With in-house purchases(Green curve)There's been a very rapid growth. After a few days, we did a day-long event, you can clearly see the amount of activity dialogue(Yellow bar)soar, and then download(Blue curve)With in-house purchases(Green curve)Another improvement. Overall, the amount of basic discussion of the game(Blue column)There is about 5 times as much as it is before the corresponding activity, which is a typical, successful way of operating the activity.
From a framework perspective, Twitter can create the volume of topics at different stages of the game's products. For example, in the game warm-up stage, that is, "planting grass stage", we can buy powder, hold a raffle, etc. , wherein the raffle in Japan is a better way;
During the online, in addition to the day of advertising, live broadcast is also a large number of effective way to reach the user;
After the product goes live, in the operational activity node or version update node, can be with the activity to launch, maintain the discussion hot spot. In fact, the amount of dialogue and the amount of discussion and conversion is closely related, not only in Twitter, its effect is cross-platform, so in the delivery of advertising, it is important to start from our discussion volume, design delivery plan, for the long-term delivery to lay a solid foundation.
In the allocation of budget, we usually recommend that the product before the launch of about 20% of the budget, can do buy powder, pre-registration, sweepstakes, etc. , do a good job of warm-up activities, because this is a very critical "grass" stage;
Product on-line period, we often want to maximize contact with the target users, exposure products, build momentum, so we recommend leaving about 20% of the budget, do some package days or live-streaming activities;
With about 50%-60% of the budget left, we stayed to do some download ads. Depending on the situation, we will combine the customer's product on-line process, its own design, tailor-made some budget allocation.
The most important thing here is that we have to properly allocate the budget to different stages, create and maintain the amount of discussion, and thus affect the long-term performance of the game.
Here I want to draw a focus on Twitter's aggregating and diffuse as a social platform. Social marketing we all know that we need to focus on some of the core features of the platform. Twitter can achieve a very large fission effect beyond the amount of money it buys than some other social platforms.
The so-called aggregation is the topic, but also the interaction and communication between users.
With the """"""""""""(hashtag)As the primary medium, Twitter helps users quickly find their own game community organizations, playing partners, and game-related hot events and topics. So on Twitter, the """"""""""""""""""""""""""""""""""""
Twitter is also diffuse. User-based like-forwarding enables very large energy fission. Once more users participate in likes and retweets, in fact, it is also indirectly helping to spread the topic, so that more peripheral game users to participate in the topic and activities.
In addition to the two roles of diffusion and aggregation, Twitter has been very much advocating the use of the diversity of communication, more to impress users, rather than just focus ingons of effect conversion. The so-called multi-point move, can be combined with different dimensions of brand exposure, net red communication, activity promotion, community operation and so on to strengthen the marketing effect, and ultimately achieve the sinking and transformation of the marketing funnel.
Especially in Japan and the United States, more and more users are struggling to be impressed by a single form of advertising. Therefore, want to maintain a high heat in the market, need to consider brand exposure, net red communication, community activities and so on more dimensions, and then maintain long-term, effective user communication, establish the spread of game promotion ecology.
How did Wilderness Action market its products on Twitter in Japan?
After we split an event on the marketing of NetEase's Wilderness Action hand-game, we can find such a "combination punch", the core of which is the guidance of high-quality content and traffic.
Twitter has a large user base in the Japanese market, and traffic guidance is competitive here. But in the overall marketing, high-quality game content and UGC heat, is the key to success, traffic actually played a role.
While high-quality content is at its core, there's also a mix of different features of Twitter. For example, through automatic forwarding, sweepstakes, video website card function, forwarding and like reminder function, online live page and other combinations, these ways can make high-quality content and event information spread and spread more quickly, so that more users participate in the whole topic discussion.
In terms of traffic guidance, in addition to the package-day feature, Twitter also has more convenient customization of interactive ads, buy frequency and touch of advertising methods, can expand the entire advertising traffic coverage. Let's take a look at the specific outreach case for Wilderness Action.
On the right side of the image is the traffic entry to the Twitter Hot Search page. In the Japanese market, users are very concerned about hot search pages, basically all users open Twitter will see hot search topics, which is similar to the use of domestic users' microblogs habits, and Twitter's search and hot search entrance is more intuitive.
In addition to the top hot search ad bit, there is a Spotlight focus plate on top of the hot search(left in the figure), it's actually a more visually impactful video display ad placement that can run for 6 seconds. Combined with hot search topics, can bring more topic heat and attention effect.
You can see that the day of the event, like Wilderness Action's anniversary and e-competition, is through First View(First Screen Ads)Maximize the exposure of activity information and enhance user engagement by combining Reminder with Live Event.
There's a need to focus on all the event content before it goes live, and Twitter can use the retweet or like reminder feature to support users interested in the event to set up viewing alerts in advance, and when the event is live, those users will receive a reminder from the Twitter system to watch the live stream.
In addition, on the day of the live event, the overall event can be enhanced by the distribution of artist or net-red appearance information, event content highlights, event cash awards and other tweets for the purpose of interaction.
Interactive tweets released on the day of the Wild Action live event
At the nodes of each large event in the game, once the traffic exposure of interactive ads and package ads can be seen.
Hot Performance of Wilderness Action Activity Node Topics
There may be small partners will ask, light topic heat what is the use of? In fact, many promotional cases on Twitter have proved that enhanced interaction, enhanced exposure promotion, through different dimensions to impress users, and thus accelerate the sinking of the marketing funnel and user conversion.
Exposure on Twitter with products DAU, MAU, and the Wild Action 1st Anniversary
In the large-scale combination of activities, we can all see the same period of new download advertising effect has significantly improved, old users, active users have significantly improved, so the heat of the topic is a direct reflection of the user's enthusiasm for the game. Once the topic's heat has grown very much, some of the behavior and performance of users within the game will change very much.
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