Largest Social Network on TV

I write a lot about social media, digital strategy & emerging technology. One of my favorite past times is console gaming via my Xbox 360.

With the recent release of Halo Reach and personally surpassing 100,000 gamerscore on Xbox Live, I wanted to write about how digital marketers can leverage the largest social network on TV to further enhance digital engagement.

TheBlackFin

With over 23 million users and an average of 4 million engaged daily Xbox Live is an incredible platform to execute digital strategies and tactics.

From branded avatar collections, product tie-in’s, promotions and sponsorships there are many opportunities for brands to leverage the sticky experience that Xbox Live provides.

This also goes beyond typical in-game advertising.  Having a truly engaged, socially connected fanbase that also associates closely with brands is a key factor when evaluating the platform.

This is one of the only times I apply my personal insight into a platform. When I am on Xbox Live I pay attention to brand promotions here moreso than any other medium. The reason being is that upon start up of the console I am presented with compelling content blocks that I choose how I interact.

I have found that I enter most if not all of the branded sweepstakes and I pay attention to when new branded avatar items are presented. And with more traffic than ESPN.com this is an ideal way to drive brand engagement.

Being a fan of the platform and a daily user, You don’t get to 100,000 gamerscore by not engaging almost daily, I have experienced the benefits and opportunities first hand.

So the next time you are looking for an ideal channel beyond traditional media and digital outlets don’t forget about the largest social network on TV.

If you are a brand manager interested in leveraging Xbox Live please contact me as I have a long standing relationship with various Xbox Live teams.
From branded avatar collections, promotions, advertising etc…

Follow Tom Edwards @BlackFin360

BlackFin360

Major Nelson ROI

I have known Larry “Major Nelson” Hyrb for a few years now. Larry is the Director of Programming for Xbox Live. He has become the Face of the Xbox 360 and his blog is the first stop for avid gamers looking for the latest info on upcoming titles, Xbox Live updates and of course Larry’s blog cast’s. Larry has held this position since 2004 and the growth that both the Xbox Live network and Larry’s blog has seen over the past few years is impressive to say the least.

When Larry was evaluating platforms he was looking for a scalable blogging platform that would provide him with a direct line of communication with the consumer and put a face to the Xbox brand.  The explosive growth with Xbox Live has coincided with the traffic loads tied to Larry’s blog. He is now the de-facto reference for gamers looking for the latest information and the amount of traffic and comments that Larry receives is staggering for a single blog. No other gaming publisher or hardware manufacturer has the visibility or reach via a single employee that Microsoft and the Xbox Live Brand has with Larry.

One of the key ROI takeaways from Larry’s blog is that it is a powerful tool for optimizing SEO of user-generated content. According to eMarketer, annual spending on search advertising in the US is expected to decrease YOY until 2012 (when compared to 2007). The built-in SEO functionality of Larry’s platform helped grow visitors and members (17 million as of last week) by both direct and referred search. The other takeaway is the cost savings that are available to an organization or a brand by significantly decreasing the amount of spend on search advertising.

New Xbox Experience Preview

Today the New Xbox Experience Preview (The Xbox Live Fall Update) was released to a small group of users to provide feedback on the upcoming NXE release on the 19th of November.

Thanks again to Major Nelson for adding me to the queue to review the NXE.

The Update prompts like any other and your system will cycle. Then it took another 12 minutes to download and for the update to process.

Process just ended…. now greeted with a “Welcome to the New Xbox Experience” message. The Xbox logo fades and an animated sequence executes. Then I am prompted to login with my user profile.

Now it is on to avatar creation. The system gives you a base set of options to customize your likeness. It is a fairly simple system and it looks like it will be built around micro-transactions moving forward. My Avatar is now complete with fin… (See Below)

NXE - Avatar

The rest of the experience is a nice addition to Live. The UI is slick and very easy to navigate. The Marketplace has been overhauled with some nice additions such as box shots for arcade titles and a more appealing flow than the previous lists upon lists of text.

My previous themes are still applicable and the gamerpic is still relevant as you have the option to use your avatar to post as your gamerpic.

The Video marketplace is where a big improvement was made. One of the big recent announcements is the support for NetFlix and HD movie content through Live. This will be a nice addition and allow for instant streaming of the latest HD movies.

The Friends area also received a nice treatment. You can view your friends avatars an get a nice boxshot of the games they are currently playing. You can also invite friends into an 8 person “party” session.

So far I do like the change. I was not sure how I would feel going to an avatar based system. But after giving it a go I have to say I am pleasantly surprised!

This is definitely a change for the better!

Pic of the NXE

NXE - Home