The Best Connections for Game Marketing

Many of you know that I do some professional networking work in the games industry.

As @gamemarketing on Twitter (see right), I have the opportunity to create relationships, discover news, before it is news, and make introductions for what I believe is a truly innovative industry.

I'm attracted to innovation...especially lately. If you are into it, too, you should check out my home page - all about what you should be doing if you consider yourself an innovator. But, back to game marketing and this industry that drinks in creativity like I inhale my morning java - it's absolutely amazing.

I was just speaking recently with the co-founder of Good Game TV whose awesome concept for game-related online viewing is bringing the industry onto a new plane of entertainment.

I was lucky. I tripped into this industry through a client who was looking for some good business connections to help with a launch. As I developed out my social media reach with game publishers, indie developers, reviewers, community managers, and the like, I quickly realized two things: 1) people in this industry are passionate - many coming to it from the love of play, and 2) they are (for the most part) accessible and interested in connection. Good for me, since my work has everything to do with connection.

I tend to keep a diverse "addressbook," so I'm always on the lookout for interesting new people. When I'm seeking out good business connections, I keep a few things in mind.

a) People are more than their current title, so I look at where they've worked in the past (Linkedin) is usually helpful for this. A person's network is like collateral that can be "brought to the table." It has value - just like a talent or skill. It also can point to credibility.

b) I look at whether or not a person has a great deal of visibility. If they are social media savvy, they'll be easy to find. If they've been quoted in news releases, then I know they are either a decision maker or a member of a PR team. In fact, if I'm looking for an e-mail address for a hard-to-access company, I often Google search for a press release for the company. Standard procedure provides that there is always a contact with an e-mail address. If they are highly visible in social media under their own name, then, chances are, I'll be able to interact with them quickly.

c) Similar to what I mention in (a), I like knowing who people are hanging out with, so I check some of their following on Twitter, Facebook, and Linkedin. Sounds odd, but I like stacking the deck for clients, when I can. So, if I can make an ideal introduction for a client (and let them know that this person seems to be friendly with a brand manager at another company)--that's a no brainer. Just this past week, I was talking with a prospective client who indicated that their media company had ties to the film and television world. Hmmn, I have a current client that also has that interest. Introduction done that day.

d) Anyone who has had a business conversation with me will likely tell you that I like to know the story behind a company...I call it the "genesis." Generally, I can find on a company web site, info on how a company got started (if it was bought or is a subsidiary of another) and who the main parties are that run the thing. I like knowing that. It gives me a sense of the organizational structure. Let's me know that, if the company has split off, I might get bumped around until I get to a potentially good connection. Also, you can get the flavor of a company by what their home page reflects. Is it inviting - is there an About Us page - do we have a contact form, info@ contact address, or God Bless them, staff photos with personal e-mail addresses on a specified page.

You're probably saying to yourself now - "what a great stalker she'd make...or, already is." Not the way I operate. I have a rule with clients - in order for me to make professional connections, I need to be able to see clearly where there could be something that would be mutually beneficial. That's what opens doors - separates me out from direct sellers out there. I'm more like the "Hello Dolly" of business matchmaking.

So, to help out, I'm going to give you a few connection types that you should look for that would help your game marketing efforts.

-Community Managers. If your target market is the gamer, you should network heavily with people who know how to develop and build online gaming communities. Couple of my faves on Twitter - Ross Furman SFX360_COM and Troy Bishop of familygamer. Both are great networkers.

-Diverse Game Category Innovators. Couldn't figure out how to say it any better. Did you know there is such a thing as a "serious games" category? If you're not sure what that would look like, take a peek at Agent Sure Fire. It's been winning awards ever since it launched in the fall of 2009. You should get to know people who are innovating - and are smart enough to take that innovation to conferences and competitions to show it off. This one is worth showing off - corporations in need of protecting customer data should pay attention.

-"Formers" are good in your network. Former PR heads for publishing companies who have gone out on their own make darn fine connections. Former decision makers of any kind, actually, are good.

So, now we turn attention to you - what makes YOU a good connection for someone like me - or anyone who could be looking to do a bit of business?

Here you go:

1. Be active on Twitter - follow who your competitors are following. Engage those in your following (no feeds please). Track your brand name, and if you have a game out, track that. Use tracking built into Twitter apps (like Hootsuite) or use Google Alerts for broader tracking. I take note of how many followers someone has, how many posts they put up, and if they converse with others, or just push out information. If you aren't playing...neither am I. In your Twitter profile, link to your web site, if you have one, instead of a blog.

2. Make sure you have a web site that allows for interaction and engagement-let us find some info on you, your team, and your company. Give us good e-mail contact.

3. If you are using social media for business networking, put up your own photo (instead of a logo) for your avatar/icon. People like to see with whom they are networking. Live-body connection, you know.

In closing, you may think that your game marketing campaigns begin with a product, then move to a plan, then a budget,then activity, but really, before and during your efforts, there should be some good networking going on. You could be accessing community builders, launch partners, promo collaborators, publicity opps, branding viz, channel partners, and more...with just a little thought...and a couple of clicks.

Still can't find the time to do it yourself? I know someone who can do it for you.

Follow @gamemarketing on Twitter.