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XBOX 360 Street Team Bi‐Annual Report: July ‐ December ‘08

Xbox360 WOM Report

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The Xbox360 Street team

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Page 1: Xbox360 WOM Report

XBOX 360 Street Team Bi‐AnnualReport:July‐December‘08

Page 2: Xbox360 WOM Report

Comparative Overview

• InfluencedSales

• DemoPar@es

• RetailerAudi@ng

• TeamSize

• ASpecificComparison

Page 3: Xbox360 WOM Report

0

50

100

150

200

250

July'08 Dec'08

Referrals

July'08

Dec'08

Compara@veOverviewofSalesInfluenced• Newenthusias@cteammemberswithaccesstonewsocialgroupshaveresultedinasurgeininfluencedsales.

• PricedropresultedinXbox360beingmoreappealingtopoten4alconsumersthancompe@@on.

• ChristmasperiodpavedthewayforteammemberstoencouragepeerstopurchaseanXbox360.

Page 4: Xbox360 WOM Report

Compara@veDemoPartyNumbers

0

10

20

30

40

50

60

July'08 Dec'08

DemoPar4esHeld

• Pushforvideoevidence(especiallywith3rdparty@tles)andapushforanincreaseinthequalityofthereportshasresultedintheDemoPar@esbeinglessa=rac4ve.

• TeammanagementensuringallDemoPar@esservetheirintendedpurpose–toeducateandinfluencepriortosendingoutpacks.

• Ini@alexcitementofhos@ngDemoPar@esiswaveringwiththeoldermembersoftheteam.

Page 5: Xbox360 WOM Report

Compara@veRetailerReports• Anextendedperiodof@mewherewewereunabletoprovideanyimmediateincen@veforthecomple@onofreports.

• Olderteammembersbecomingincreasinglydisinterestedwiththerepe@@venessofthetask.

0

10

20

30

40

50

July'08 December'08

StoreAuditReports

MysteryShopperReports

• Managementbeingflexibleondeadlinesforreportsduein.

Page 6: Xbox360 WOM Report

Xbox360StreetTeamSizeOverviewTeamSize

0

20

40

60

80

100

July'08 Dec'08

• RecentrecruitmentsergeduetoexposureintheGearsofWar2:COGHunt.Addedauthen@citytotheteam.

• Recruitmentavenuessuchasforumsandsocialnetworkingsiteshavebecomesaturatedandincreasinglylesshelpfulasarecruitmentground.

• StreetTeamcardsbeingsentoutwithreferralgameshasresultedinnewmemberseagertoexpandtheirXboxlibraryandadvocatefortheproduct.

Page 7: Xbox360 WOM Report

TeamSize SecretShoppers StoreAudits DemoPar4es SalesInfluenced

July‘08 67 46 50 60 119

December‘08 81 30 28 30 248

SpecificsoftheCompara@veOverview

Page 8: Xbox360 WOM Report

Objec@vesin‘09• Revampthedirec4veswithafocusonmakingtheexperienceofbeingamembermoreexclusivetohelpshapeanorganiccontentsharingcommunity.

• U@lise‘Ning’tocreateanXboxStreetTeampagedesignedandrunbytheXboxStreetTeam.

• UseNingasanwaytogettheteaminvolved,dedica@ngthreadtopicsorpartsofthewebsitetobemanagedbyindividualteammembers.

• Generatemorestuntbasedac4vityarounddatesontheXboxcalendar.

• U@lisingourexis@ngonlinedatabasesandNing,spreadthewordaboutstreetteamac4vity.

• Possibilityofaflexible‘taskcomple4onsystem’inwhichDemoPar@es,MysteryShopperandStoreAuditreportsaregivenapointvalueandeachteamermustsubmittasksthatmeetorexceedthe2monthpointsrequirement.

• SpecifictemplatesissuedforDemoPar@es,MysteryShopperandStoreAuditreportstoensurequality.

• MonthlyreportsofMysteryShopperandStoreAuditresults.

Page 9: Xbox360 WOM Report

ROIOnCampaignToDate

*Alsoincludesothercoststhatdonotappearonthisgames,MSPointsetc.

Actual(todate) ROIActual(todate)1701530 $7,650.00

521 $301,659.00130 $10,289.753178 $317,651.10834 $57,518.40

143 $2,860.00127 $2,540.00

108 $4,320.00

0 $‐

73 $365.000 $‐

$704,853.25

TrialDemopar@es(reach,influenceandeducate)Numberofpeopleagendingpar@es

SalesConsoleXboxLiveGamesAccessories

RetailSupportNumberofstoresauditedMysteryshoppingno.ofstores

MarketResearchSurveyscompleted

CollateralDistribu4onFlyerdrops(500flyerseachpermonth‐orig60000)

WOMOnlineconversa@onsSeeding

Supportmarke4ngevents

Investment*$140,579.05

ActualROI$10.03

Page 10: Xbox360 WOM Report

ROILast6Months

Actual(todate) ROIActual(todate)30270 $1,350.00

248 $143,592.0062 $4,898.001513 $151,204.36397 $27,379.20

28 $560.0030 $600.00

0 $‐

0 $‐

0 $‐0 $‐

$329,583.56

TrialDemopar@es(reach,influenceandeducate)Numberofpeopleagendingpar@es

SalesConsoleXboxLiveGamesAccessories

RetailSupportNumberofstoresauditedMysteryshoppingno.ofstores

MarketResearchSurveyscompleted

CollateralDistribu4onFlyerdrops(500flyerseachpermonth‐orig60000)

WOMOnlineconversa@onsSeeding

Supportmarke4ngevents

*Alsoincludesothercoststhatdonotappearonthisgames,MSPointsetc.

ActualROI$14.14

Investment$46,610.00