Social Media Breakdown #6

Just when you think it was over….social media breakdown is back! Cue the music!

Check out the previous posts I did on Google, Microsoft, and General Mills:

Sorry for the hiatus–I’ve been busy working on writing projects so my mind and words have been elsewhere but I cannot pass on this opportunity to discuss the new Pokemon Game – Violet & Scarlet. I bought Violet and have been loving the game so much. Of course, I hyper-fixated so I finished it in a week and abandoned it (hahaha cries in I need therapy) but anyway, we will be focusing on a post from the Pokemon Twitter account:

Social Post Rating:

Creativeness/Uniqueness:

Rating: 5 out of 5.

Relevancy:

Rating: 4 out of 5.

Clear Objective/CTA:

Rating: 5 out of 5.

I went to the Nintendo NYC Store on release day! It was so much fun to see all the decorations and talk to the staff.

This tweet aims to excite Pokemon fans who have been anxiously waiting for the release and have been sustained by teaser posts all year. Featuring new characters, a world, pokemon, the tweet also increases the hype with the two different colors fans can choose from–red and violet. There are two emojis–a red and purple heart to represent the games and no hashtags. As I mentioned, the marketing team has been sharing posts to increase awareness so they don’t need any further methods–people already know when it’s coming out. This post is just a formality for real Pokemon fans. For those who many not be fans or this is their first Pokemon game (shock!), this type of post would be ideal.

I enjoy the copy and how it is structured. The first is the hook, the second further draws you in and the last, encourages fans to click the link to buy the game directly from their site. Much to my surprise, the link provided does not have UTM tracking but by looking at it:

https://scarletviolet.pokemon.com/en-us/buy/

You see that they are geo-targeting. I am an American so this post recognized it and brought me to the site for Americans to buy the game. If I were an individual from Spain, I would be taken to:

https://scarletviolet.pokemon.com/es-es/buy/

(Click and check it out!)

So it’s super cool how the Nintendo team did that so that each customer can have the same space no matter which location or language they speak. But that also means that the team had to build out different websites for each channel. I’m not an expert on websites but I’m assuming they were able to copy the site structure and just change the wording and any other language required for each country.

Now, I know you missed the hypothetical game, so here she comes! Jane is taking the stage as we consider different viewer’s journeys: 

  1. Jane, a 25-year-old woman from New Jersey, opens Twitter and sees the Pokemon post. She looks at the post but does not engage.
  2. Jane, a 25-year-old woman from New Jersey, opens Twitter and sees the Pokemon. Finding the post interesting, Jane “likes” the post but does not engage further.
  3. Jane, a 25-year-old woman from New Jersey, opens Twitter and sees the Pokemon post. Finding the post interesting, Jane decides she will visit visit the site to learn more about the game.
  4. Jane, a 25-year-old woman from New Jersey, opens Twitter and sees the Pokemon post. Finding the post interesting, Jane decides she will visit the site. And after reading about the game, she decides to buy the game.

Now, what does each interaction mean? You can learn more about KPIs & Metrics, and their definitions in my previous posts:

  1. Jane looks at the post but does not engage, so her view will be considered an “impression”.
  2. Jane looks and “likes” the post, so her view and “like” will be captured as an impression and engagement. 
  3. Jane looks, likes, and visits the website to learn more about the game. 
  4. Jane #4 does it all–she looks, likes, vists the site and BUYS THE GAME directly from the site.

Thank you, Jane, for being a Pokemon fan!

Gamers’ Paradise

I would also like to include a segment about the gaming world and how there are hardcore fans who will buy a product with little to no marketing needed and those who are not. For this example, I am a Pokemon fan and have played almost all the games. We’re talking Pokemon Yellow, Silver, Crystal, Pokemon Coliseum (I MISS THAT GAME SO MUCH WHY CAN’T WE GET A REMAKE!?!) Pokemon Coliseum 2, Pokémon Mystery Dungeon (I would take that quiz sooo many times to make sure I got the Pokemon I want)… I think you get the picture. So for me, when I hear there is a new Pokemon game, I’m like – buy when? As a consumer, I need little no marketing to encourage me to buy. My wallet is already open. Gaming companies rely on loyal customers to buy their products for obvious reasons but it also means they do not have to spend countless amount of marketing.

Attracting new fans – My thoughts on gaming companies is that they spend a lot of time and efforts to attract new users and maintaining the relationships they have. That means not rocking the boat too much since fans can be a BIT MUCH when they don’t get their way. So it’s a constant balancing act appeasing the fans and attracting new fans who have no idea what button to push.

What are other posts you want me to break down?

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