blick · 2019-04-01 · 16 check country-specific details (e.g. large counter-strike community in...
TRANSCRIPT
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Blick «eSports»
March 2019 Nicolas Pernet
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1. Who we are 2. Our Sports-Roadmap 3. eSports: Lessons Learned
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60 years on the Boulevard 60 years with the people 60 years of Social Media
Our Newsroom
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240 Journalists
36 Work directly for the Online-Newsdesk
Publishing every day– around the clock…
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Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Reach Across All Channels
Blick is present on all established channels – social, digital, and print.
Social-media followers, unique users per week, readers per week (6 × Blick, 1 × SonntagsBlick) across Switzerland Source: MACH Basic 2018-2, NET-Metrix-Profile 2018-2/CrowdTangle – Ringier, 2018
Over ... 1 million Swiss people read Blick every week across a range of media outlets.
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Weekly readers (in thousands)
1'100
1'685
1'304
Social Digital Print
Facebook, Twitter, Instagram
blick.ch Blick and Sonntags
Blick
Blick reaches 14- to 29-year-olds right where they are – on social media.
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260,000 195,000
95,000
12,500 31,900
5,700 11,700
1,000 1,200
38,000
47,600
26,200
channels on Facebook, 16 Instagram, and Twitter
1.2 million followers
284,000 184,000
14,200
165
Social Media
#2 Our (e)Sports-Roadmap
Our Sports Roadmap: Four strategic pillars, three target groups
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#1: Content Commerce Community Events
Youngsters
Mid Ager
Best Ager
Cross-Country
Skiiking Weekend.
Blick Hiking Days.
eSports Content-Hub (planned).
?
Our eSports Universe
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Social
Events
Commu-nity
Content (Blick-
Website)
Branded Content
1 Channel on Facebook 1 Channel on Instagram
2018: Playoff-Event of EA Sports FIFA 18 Global Series 2019: Blick eSports Masters
Content-Hub eSports (planed) Live-Streaming Events (twitch) Specific Content
2 Branded-Content Cases - so far
eSports on Instagram Publishing 2 – 5 posts a day, focusing on eSports-News with relevance to the community. And of course- fun and entertainment! Launch: May 2018 // Organic growth
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45′000 Reach / Month
1‘940 Subscribers
27′000 Interactions / Month
68% / 32% Men Women
eSports on Facebook Publishing 3 – 5 posts a day, focusing on eSports-News with relevance to the community, live streams and fun! Launch: March 2018 // Organic growth // Content Social only
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345‘000 Reach / Month
38‘817 Subscribers
77′000 Interactions / Month
93% < 35 years old
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Go directly to your target group – don’t wait for your target group to come to you.
Don’t rely on the feeling that your brand is interesting to young gamers. Create a new one.
Social media will not work as a conversion tool for the website.
HOWEVER: We are using the Blick brand as an endorser. It helps to promote credibility. Funnily enough, this works.
Include gamers in content production, too (Interviews, Live-Streamings, Game Sessions).
Analyze what works in your country. And which games are in.
Lessons Learned – Content
2 tickets for the Playoff-Event of EA Sports FIFA 18 Global Series
320 Participants, out of 1’400
250’000 Live Views
12 Hours Live-Streaming
eSports Cup 2018 In 2018, Blick organized the biggest FIFA eSports tournament in Switzerland.
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2019 Outlook The Blick ESPORTS MASTERS event series will be launched.
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12 Events / 1 every month
3 Games Smash Brothers, APEX Legends, Counter-Strike
Mai 2019 Launch
Without FIFA
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Check country-specific details (e.g. large Counter-Strike community in Switzerland).
Be careful with FIFA – gets complicated quickly. If you include FIFA, FIFA also needs to be involved.
We do not organize any multiplayer online battle arena (MOBA) games (League of Legends, Dota 2). The problem is that specific knowledge is required to understand the games (broad impact). We are also trying to get the LIGHT gaming community on board.
First-person shooters or not? This was not an easy decision. With Counter-Strike, after a lot of discussion we decided to allow a tactical shooter game. Stay close and keep monitoring. If in doubt, take it out of the event series.
Sponsors are always very interested and think it’s great. Until it comes down to a concrete commitment.
Lessons Learned – Events
Branded Content Cases
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6 livestreams
• 6 talk shows in which guests (developers, professional gamers, etc.) discussed the games
• Of course, games were also played
1 livestream
5 video clips
1 livestream of Mario Kart.
We held a race – our reporters against people from the community
5 funny clips were produced by us and sponsored by Nintendo
The first branded social-media campaigns have already been carried out with Nintendo and Basler Versicherung.
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Do not integrate the branded-content packages in standard offers.
Established salespeople are having a hard time selling these packages.
The community is very open to advertising. However, transparency is important.
Packages need to be customized in development and customized in sales. It’s a lot of work.
Lessons Learned – Branded Content