Social Media Marketing Plan for Nintendo

3DS

Current Social Media

In Use

Official Website http://www.nintendo.com

Nintendo 3DS Facebook Page

Always Like This?

• Sentiment 3:1 – 5:1• Reach 33% – 42%• Passion 27% - 35%

Google Insight Search The day when 3DS

was released

Strengths & Weaknesses

• Having a large fan group, most of whom are young people aging from 6 to 34

• Already created buzz online

• Did not utilize social media as a marketing tool - Facebook didn’t provide enough posts - Blog and Twitter are doing the same thing

Solution

Use Facebook marketing to its own customers

Reference Case: Mini Cooper

Use blog to release news to customers about new gaming devices, new games, and future steps of Nintendo Company

Use Twitter to catch more attention of people who stand in the middle of the funnel

Reference Case: Ernst & Young – Talking in social networks

How?

• Continue to use the official Nintendo 3DS blog• To add as many as possible followers in order to let people know about

Nintendo’s latest news• Also to follow its fans’ blogs and the blogs which mentioned Nintendo• To post news regularly and update the blog everyday• To search news relate to Nintendo and repost them on this blog

• Reason• Blog, not like Facebook or Twitter, is able to post long articles. News

posted on a blog can be in a very detailed way so that things can be elaborated clearly to give viewers a better and insightful understanding

BLOG

How?

• Launch specific conversations/discussions such as “what is your favorite game on 3DS?”

• Make a real life competition to motivate gamers - “Be the 1st one to find the way leading to the cannon in world 5 which can

send you directly to world 8, only top 100 will be rewarded!” Competitors should post both words and pictures to prove that he/she really finds it. This can be applied to any other RPG model games

- “In Mario Karts, who is the fastest one to finish a competition in map 3?” People who finish this line within 1’40’’ will get a Nintendo Star on his/her Facebook. Hurry up! This can be applied to any other timing-needed games

FACEBOOK

How?

• Reason• Active Nintendo gamers especially its hard core fans and let them keep

talking about Nintendo. Change them into Nintendo’s word or mouth machines

• Use as many as possible “alive word or mouth machines” marketing to the group standing in the middle of the funnel

• Dispel the doubts like “is Nintendo game fun?”

FACEBOOK (cont.)

How?

• Specific conversations and real life competitions can also be applied to Twitter

• To set up VOTE for Nintendo 3DS next game to be released

• Reason• It’s easier for Twitter to set up a vote because what voters need to do is to @• Another way to draw the middle-funnel-standing group in case that there

are no games that attract them enough• Most voted choice will be Nintendo’s future choice, making people feel that

they are carefully listened to

TWITTER

How?Forum

• Continue having a Chat• Use Forum as a place to do customer service - To provide technique supporters on line for gamers - Returns and retails can be done as well

• Reason• In a forum, questions can be answered and discussed in the specific clear

way• A perfect customer service can greatly enhance Nintendo’s word of mouth

Blog

marketing to all

Facebook marketing to

customers

TwitterMarketing to the

middle funnelForum

Help customers

Nintendo Social Media

Network

Marketing Inside Nintendo

• To build an internal website for staff to feel free to share their ideas and thoughts

• To make employees be able to devote more for Nintendo

• Customers care more of what the employees say about their company than the company itself does

Reference Case Bell Canada built “ID-ah!”

Conclusion

• Five Objectives in Tapping The Groundswell

• 1. Listening• 2. Talking• 3. Energizing• 4. Supporting• 5. Embracing

• Listening• Social Media Tools - Social Mention - IceRocket Real Time Search - Google Insight• Goal - Have a better understanding of customers - “Seek customer insights for use in marketing &

development” (Groundswell Page 68)

Conclusion

• Talking & Energizing• Social Media Tools - Blog - Facebook - Twitter - Game Forum• Goal - Motivate customers - Change core fans into word of mouth machines - Get more and better word of mouth

Conclusion

• Supporting• Social Media Tools - Blog - Facebook - Twitter - Game Forum• Goal - Let customers support each other in the online world - Customers who support and who get support can have a natural

affinity for each other

Conclusion

• Embracing

- Use Nintendo fans’ help to design a

future plan

- This is the step that only after

Nintendo has succeeded with one of

the other four goal already

(Groundswell Page 69)

Conclusion

References

Websites• http://www.google.com/insights/search/#q=Nintendo%203ds&date=toda

y%203-m&cmpt=q• http://socialmention.com/search?q=nintendo+3ds&t=all• http://3dsforums.com/• http://nintendo3dsblog.com/ • http://twitter.com/N3DSNews• http://www.nintendo.com/• http://mashable.com/2011/04/13/nintendo-cut-wii-price-150/?utm_sour

ce=feedburner&utm_medium=email&utm_campaign=Feed%3A+Mashable+%28Mashable%29

References

Books and Articles

• Charlene Li, Josh Bernoff. Groundswell: winning in a world transformed by social technologies. Boston (2008)

• Pigna, Kris. “Bizarre Nintendo Wii Patents Surface” 12 February 2008 <www.1up.com>

• Nintendo: Corporate. 2007. Nintendo of America Inc. 12. February 2008 <http://www.nintendo.com/corp>

• Qualls, Eric. “Xbox 360 Xbox Live Pricing Info.” About.com. 2008. 12. February 2008 <xbox.about.com>

• Brian Moats. “Nintendo Wii – Marketing Plan for Marketing Management”, 2/13/2008 <http://brianmoats.com/Portfolio/Nintendo_Wii_Marketing_Plan.pdf>