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63
After Launch:
1. YouTube post-launch strategy: shift content from official content to UGC:
a. Encourage players to generate game-related videos such as reviews, comments,
parodies, etc., and upload the videos onto YouTube.
b. Organize in-game challenges or contests, and ask participants to post game videos
on YouTube. Live stream the events, if possible.
c. Embed the videos mentioned above onto forums and Facebook, and generate
discussions.
d. Host “the best game video contest,” or similar events and encourage players to
comment and rate. Collect the most popular videos on the official YouTube
channel for viewers to view and share.
2. Twitter post-launch strategy: continue to encourage quick and moderate sharing:
a. Twitter strategies do not change much for the post-launch period. Release and
spread news, announcements, and publicize events. Companies may also offer in-game
rewards to encourage re-tweeting.
Third-Party Endorsement—Portal Websites and Blogs
The first three components in the framework are all media channels owned by game
companies either completely or by half; the third-party endorsement, however, is the
Object Description
| Title | Social media's role, utility, and future in video game public relations |
| Author | Zhang, Yun |
| Author email | zhangyun@usc.edu; raynezhang121@gmail.com |
| Degree | Master of Arts |
| Document type | Thesis |
| Degree program | Strategic Public Relations |
| School | Annenberg School for Communication |
| Date defended/completed | 2011-03-20 |
| Date submitted | 2011 |
| Restricted until | Unrestricted |
| Date published | 2011-04-26 |
| Advisor (committee chair) | Burghardt Tenderich |
| Advisor (committee member) |
Jay, Wang Dimitri Williams |
| Abstract | As two industries that rely on the evolution of computer and information technologies, video game and social media have undergone tremendously rapid development in a short period of time. At the same time, both industries share a similar user group, too. The two similarities lead to the author’s belief that there is a natural compatibility between the two seemingly irrelevant industries, and that social media is an effective and efficient channel for video game marketing and PR.; Therefore, this thesis is intended to explore the state of marketing/public relations activities of the video game industry in the new social media context. It explores the social-network presence of some popular video games, the online communication strategies/tactics employed by their companies, and the effectiveness of such activities. Based on these analyses, the author proposes a comprehensive social media framework for video games, and recommends corresponding PR/marketing strategies as well.; The thesis also includes the author’s predictions on the possible social media trends for video games in the future. As conclusion, the author provides a primer that lists recommended social media “do’s” and “don’ts” for game companies. |
| Keyword | public relations; video game; social media; marketing; communication |
| Coverage date | 2000/2010 |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m3784 |
| Contributing entity | University of Southern California |
| Rights | Zhang, Yun |
| Repository name | Libraries, University of Southern California |
| Repository address | Los Angeles, California |
| Repository email | cisadmin@lib.usc.edu |
| Filename | etd-Zhang-4542 |
| Archival file | uscthesesreloadpub_Volume23/etd-Zhang-4542.pdf |
Description
| Title | Page 68 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 63 After Launch: 1. YouTube post-launch strategy: shift content from official content to UGC: a. Encourage players to generate game-related videos such as reviews, comments, parodies, etc., and upload the videos onto YouTube. b. Organize in-game challenges or contests, and ask participants to post game videos on YouTube. Live stream the events, if possible. c. Embed the videos mentioned above onto forums and Facebook, and generate discussions. d. Host “the best game video contest,” or similar events and encourage players to comment and rate. Collect the most popular videos on the official YouTube channel for viewers to view and share. 2. Twitter post-launch strategy: continue to encourage quick and moderate sharing: a. Twitter strategies do not change much for the post-launch period. Release and spread news, announcements, and publicize events. Companies may also offer in-game rewards to encourage re-tweeting. Third-Party Endorsement—Portal Websites and Blogs The first three components in the framework are all media channels owned by game companies either completely or by half; the third-party endorsement, however, is the |
