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雷蛇的“新流光计划”创造和利用自己的纳米影响器,发现下一伟大人才!|出海德国游戏岛群第10期

2019-08-07 22:15:00

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对于品牌来说,利用流行的网络人物并不罕见,视频游戏已成为此类合作的中心,无论是地方性还是非地方性。虽然不是所有的营销人员都有足够的预算来招募Tyler“Ninja”Blevins,但他们仍然有机会在职业生涯的关键时刻接触到人才。这是雷蛇正在探索的概念,通过他的流光计划,试图通过纳米影响来发现下一个伟大的人才。

 

新的雷蛇流光计划不是只与已有的人才合作,而是针对那些刚刚起步的人。基于适度的追随者数量从50到1000+不等,这些流光被分为三层。最低层次包括与Pipeline的集成,这是一个提供流媒体辅导和其他职业建设工具的网站。

 

与此同时,streamers可以获得像雷蛇产品这样的奖励,也可以从所销售的产品中获得提成,本质上是将每一个产品都变成该品牌自己的纳米和为影响力大军。

 

微影响者是一种在线人格,拥有一小部分,但参与的观众。这些受众的确切规模取决于你所谈论的营销人员(从1千到100万之间),但与他们合作的目标是同样亲密、真实的品牌参与。

 

更进一步地说,营销人员现在转向拥有不到1000名追随者的“纳米影响者”,与更小、甚至更多的亲密受众建立联系。换句话说,即使是50个追随者也可以为一种富有成效的消费关系播下种子。

 

具有纳米影响力的观众往往是由他或她在现实生活中认识的人组成的,这使得互动成为一种对等的体验。因此,视频社交网站Triller的首席执行官Mike Lu认为,纳米影响力代表的品牌往往被认为更可信。

 

当想到“有影响力的人”时,你可能会想到ins上自拍和Kylie Jenner的代言。然而,根据乐天市场(Rakuten Marketing)2019年的一项全球影响力营销研究,微影响力者(定义为拥有不到3万粉丝的人)在营销人员使用的影响力者中所占比例最高。

 

乐天的这项研究还发现,游戏影响者时最受欢迎的类型,其次是男性,占54%。

 

雷蛇全球产品营销经理Jeevan Aurol表示,对一个品牌来说,与任何受众比自己小的流媒体公司合作似乎有违直觉——雷蛇的Facebook社区就超过了900万——但该品牌考虑得更为长远。

 

Aurol在接受《电子竞技观察报》采访时表示:“我们的目标不只是将一群人注册为潜在用户(≦50名粉丝),然后六个月后,他们就都离开了。这是为了让所有这些签名者最终成为最著名的玩家(超过250名粉丝),然后我们的游戏池中就会有数百甚至数千名非常知名或知名的游戏流媒体。”

 

由于雷蛇和管道寻求培养未来的流媒体人才,从第一天起就与这些玩家建立关系并不会有什么坏处。

 

Point公司首席只新股感Stephen“Snoopeh”Ellis就是一个例子。Ellis在电子竞技生涯的早期就与SK games和邪恶天才合作,对雷蛇产品产生了浓厚的兴趣。

 

Ellis对《电子竞技观察报》说:“我仍然在使用和2011年一样的雷蛇装置。炼狱蝰蛇万岁!我想说,我的忠诚是由他们形成的,因为他们深深支持电子竞技生态系统。在我职业生涯的日子里,锦标赛版的黑寡妇是一个游戏改变者——我曾经讨厌带着巨大的键盘周游世界。”

 

Ellis在2019年4月创建了Pipeine,作为一种方式来放弃他从未得到过的支持。

 

Ellis说:“(流媒体)基础设施是在你成功的时候支持你,但不是在你的旅程中,我觉得那是你最需要他的时候。我们希望在这段旅程的早期提供帮助,通过那些已经在那里的人学习,并于雷蛇等品牌合作来实现这一点,从而让它成为一款流媒体产品。”

 

在一个政治冲突和品牌抵制司空见惯的时代,雷蛇意识到与未知人才合作的风险。Aurol解释说,雷蛇Streamer的成员在技术上不是由公司赞助的,而是参与一个平台。这位雷蛇提供了与任何有争议的内容的小范围的分离。

 

雷蛇还鼓励参与者使用Pipeline提供的工具,包括关于谈论品牌和“内容清洁”的建议。

 

Aurol说:“我们不会对他们进行真正的筛选,也不会通过删除他们所有的数据来确定谁是合格的。我们承担了一定的风险,因为我们没有他们的内容。当我们在《雷蛇任务》中看奥streamers出现在《雷蛇直播》中时,我们会快速检查一下他们的内容,以确保我们所面对的是一个诚实正直的人。”

 

Aurol指出,项目参与者被鼓励畅所欲言地谈论他们喜欢或不喜欢的游戏,但不允许对一个人或群体持消极态度。Streamers还受雷蛇和管道的独立服务条款协议的约束。

 

Aurol补充说:“我们不像在这里充当警察,但这种渠道合作的目的是帮助我们把握那些微妙之处,制作出对观众友好的优质内容,让他们能够成长。这种指导作用的一部分是让视频发布者明白,有争议的内容不会长期播放。你不可能真正保持一个稳定的受众。”

 

Ellis解释说,“品牌友好性”是Pipeline在其剧本的“基础”部分首先触及的内容之一,并在现场辅导课程中加强了课程内容。

 

“老牌流媒体公司发现,他们的声誉因为一次不明智的爆发而受损,”管道公司的剧本写道:“不要害怕做你自己,但是在你说一些可能会引起争议的话之前,花点时间想想。”

 

雷蛇将使用几个不同的指标来衡量他的新项目的成功,包括注册人数,谁已经上升到更高的流媒体层,以及产品的销售。

 

Aurol说:“由于我们正在发布折扣代码,我们将知道通过该程序售出的所有商品。我们对不同的流媒体设备以及通用雷蛇齿轮油不同的销售目标。”

 

最后,雷蛇将使用社交媒体指标来跟踪标签和参与度。Aurol说,他们有工具来监控数据流,并捕捉雷蛇产品被提及的瞬间。

 

尽管很乐观,但Pipeline的目标更加模糊。

 

“作为一个新的或有抱负的流媒体,进入门槛真的很高,”Ellis说:“我们衡量成功的标准是,我们如何支持那些更早开始创业的人,以及他们所取得的成功。”

 

英文:

How Razer’s New Streamer Program Creates and Leverages Its Own Nano-Influencers

 

It’s not uncommon for brands to utilize popular online personalities and videogame streams have become a hub for such partnerships, both endemic and non-endemic alike. While not all marketers have the budget to recruit Tyler “Ninja” Blevins, they still have the opportunity to reach talent at a pivotal moment in their career journey. This is the concept being explored by Razer, which through its streamer program, is attempting to discover the next big talent by way of nano-influencers.

 

Rather than partnering solely with established talent, the new Razer Streamer program targets those who are just starting out. These streamers are divided into three tiers based on modest follower counts ranging from just 50 to 1,000+. The lowest tier includes integration with Pipeline, a site that offers streaming mentorship and other career-building tools.

 

In the meantime, streamers can earn rewards like Razer products as well as commissions on products sold, essentially turning each of them into the brand’s own personal army of nano- and micro-influencers.

 

A micro-influencer is an online personality with a small, yet engaged audience. The exact size of this audience varies depending on which marketer you’re talking to (anywhere from 1K-1M), but the goal of partnering with one is the same—intimate, authentic brand engagement.

 

Taking the idea even further, marketers are now turning to “nano-influencers” with less than 1,000 followers to connect with smaller, even more, intimate audiences. In other words, even 50 followers can plant the seeds of a fruitful consumer relationship.

 

Nano-influencer audiences tend to be made up of people he or she knows in real life, making interactions a peer-to-peer experience. As a result, brands represented by nano-influencers are often deemed more authentic, according to Mike Lu, CEO of video social network Triller.

 

When something thinks of an “influencer,” selfies on Instagram and endorsements by Kylie Jenner may come to mind. According to a 2019 Global Influencer Marketing study by Rakuten Marketing, however, micro-influencers (defined as those with less than 30K followers) make up the highest percentage of influencers used by marketers.

 

The same Rakuten study found that gaming influencers were the most popular type followed by men, at 54%.

 

It may seem counterintuitive for a brand to partner with any streamer whose audience is smaller than its own—Razer’s Facebook community alone is over 9M—but the brand is thinking more long-term, according to Razer’s Senior Manager of Global Product Marketing Jeevan Aurol.

 

“The objective isn’t just to sign a bunch of people up as Prospects (≤ 50 followers) and then six months later, they’re all gone,” Aurol told The Esports Observer. “It’s to get all those signups eventually to the Almost Famous tier (over 250 followers) and then we’ll have hundreds if not thousands of very known or recognizable game streamers in our pool.”

 

As Razer and Pipeline seek to nurture tomorrow’s streaming talent, it doesn’t hurt to build relationships with these gamers from day one.

 

Case in point—Stephen “Snoopeh” Ellis, CEO of Pipeline, developed an affinity for Razer products early in his esports career with SK Gaming and Evil Geniuses.

 

“I am still using the very same Razer setup that I was using in 2011,” Ellis told The Esports Observer, “Long live the DeathAdder! I’d say my loyalty was formed with them as they deeply support the esports ecosystem. In my pro days, the tournament edition Blackwidow was a game changer—I used to hate traveling with massive keyboards around the world.”

 

Ellis founded Pipeline in April of 2019 as a way to give up-and-coming streamers the support he never received.

 

“The [streaming] infrastructure is there to support you when you’ve made it but not the journey and I feel like that’s when you need it most,” said Ellis. “We want to help earlier in that journey to give the best shot of making it as a streamer by learning from those who have been there—and teaming up with brands like Razer to accomplish that.”

 

Streamers enrolled in Razer’s program can compete for rewards by completing a monthly list of gaming tasks called “Razer Quests.” In addition, Razer will select a group of streamers to be featured on the company’s official Twitch and social media channels. Rather than lean on an influencer’s social following, Razer is lending its own.

 

“The big boys like Twitch and Mixer have their own partner programs and there are other software and gaming companies that you can work with as an active promoter,” said Aurol, “but I believe we’re one of the first to do it as a manufacturer partner.”

 

In an age where political strife and brand boycotts are commonplace, Razer is cognizant of the risks they assume partnering with unknown talent. Members of Razer Streamer are not technically sponsored by the company, but rather participating in a platform, Aurol explained. This offers Razer a small level of separation from any controversial content.

Razer is also encouraging participants to use the tools provided by Pipeline, including advice on speaking about brands and “content cleanliness.”

 

“We don’t really screen them or determine who is qualified by scrubbing all their data,” said Aurol. “We’re taking a certain amount of risk [because] we don’t own their content. When we get to the point with Razer Quest where streamers will be featured on Razer Live, we’ll do a quick check of their content to make sure we’re dealing with someone who’s on the up and up.”

 

Aurol noted that program participants are encouraged to speak freely about things they like or dislike about a game but are not allowed to direct negativity toward a person or group. Streamers are also bound by Razer and Pipelines’ independent terms of service agreements.

 

“We don’t want to be police here, but the Pipeline partnership is meant to help us navigate those subtleties in producing good content that’s friendly for an audience that allows them to grow,” added Aurol. “Part of that mentorship will be to teach streamers that controversial content is not a long term play. You‘re not really going to maintain a consistent audience.”

 

“Brand friendliness” is one of the first things that Pipeline touches on in the “Foundations” section of its Playbook and reinforces the lessons during live mentorship sessions, Ellis explained.

 

“Established streamers have found their reputations tarnished over a single ill-advised outburst,” says the Pipeline Playbook. “Don’t be afraid to be yourself, but take a second to think before you say something that might be controversial.”

 

Razer will use several different metrics to measure the success of its new program that includes the number of sign-ups, people who have moved up to higher streamer tiers, and the sale of products.

 

“Since we’re issuing a discount code, we’ll know everything that’s been sold through the program,” said Aurol. “We have different sales goals for the different streaming equipment as well as general Razer gear.”

 

Lastly, Razer will use social media metrics to track hashtags and engagement. Aurol said that they have tools to monitor streams and capture the moment a Razer product has been mentioned.

 

Pipeline’s goals are a bit more ambiguous, albeit optimistic.

 

“As a new or aspiring streamer, the barrier to entry is really high,” said Ellis. “We measure our success by how well we support those much earlier on in their journey and the success they find.”  

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