27 Sep Using Social Media to Build Customer Relationships: Halo 3
Lately, the sterotypical “anti-social” view of gamers is changing. First the Nintendo Wii showed that a successful game isn’t always the ones with the best graphics, but the one that brings people together. Now, the introduction of Halo 3 may show that a successful game encourages sharing, collaboration, and user generated content through social media.
An article in BusinessWeek stated that the game’s producers took clues from sites such as Myspace, Flickr, and YouTube and that Halo 3 is, “one of the first console titles that allows players to collaboratively create and swap content as well as keep tabs on opponents and teammates remotely from the web”.
Why do I think the folks at Bungie (the developers of Halo) know what they are doing?
1. They have been listening. Bungie has been listening and keeping track of fan feedback and how gamers interact with the company’s products. As a result, Halo 3 has user-inspired features that will help sell the game. One such feature saves gameplay and lets players use a custom camera to make video clips. Players can then edit these, upload, and share with friends online.
2. Revenue is extended past purchase. The game offers some free web space for uploads, but also allows gamers to opt into a subscription for more space. This opens up constant revenue for Bungie, and helps them maintain a consistent relationship and communication with their customers.
3. Relationships are nurtured, brand advocates form. The developers have obviously spent a good amount of time thinking of how to build community within their players – a tactic that builds customer relationships and brand advocates, and ensures the success of further products. Instead of just releasing Halo 3, they created a platform similiar to Facebook or MySpace that pulls the game’s features into one place, allows for statistics to be tracked, films to be saved, and increases collaboration with others. This keeps its players loyal, satisfied, and inspired enough to modify statues dressed with Halo gear(see pic).
Halo 3 proves that building relationships with customers is powerful. By building relationships, the developers were able to sell a million pre-orders. By using social media, I’m sure they will successfully continue the relationship. I challenge you to ask yourself: How does your company interact with your customers? Are there any ways you can improve this? Social media may be an option worth considering.
