In the first edition of this blog, I discussed how the Wii, despite being the best selling console of this generation, has the lowest attach rate. In other words, people who buy the Wii purchase fewer pieces of software for it in comparison to the amount of software people buy for their Xbox 360 and PlayStation 3. What this implies is that once people buy their Wii, they really are not getting that much use out of it. Therefore, for this edition of the blog, I would like to discuss some ways Nintendo could use social media to better connect with Wii owners and to cultivate a relationship that encourages a higher attach rate.
As of right now, Nintendo’s social media presence is startlingly sparse. Here are a few ways Nintendo could take advantage of some of these sites.
With the way Facebook has exploded in popularity over the past few years, a Nintendo page is a “no brainer” at this point. As the photo to the right demonstrates, an unofficial fan page for the Wii on Facebook has over a million fans, so clearly there is an interest. Facebook status updates would be an easy way to post news and create awareness of new Wii games and products.
Like with Facebook, Nintendo does not have strong presence on Twitter. There is actually an account that claims to be official; however, Nintendo’s website, curiously and tellingly, does not link to it or even mention it. You can view it here and decide for yourself whether you think it is real. Regardless, one creative way Nintendo could use Twitter would be to set up accounts for their most famous characters and mascots.
Nintendo has some of the most famous and recognizable gaming icons, including Mario, Donkey Kong, and Zelda, and I am sure they would have no problem collecting followers on Twitter. For comparison, a Super Mario page on Facebook has over 200,000 fans. A new Super Mario game is coming out this June, and it would be amusing to have “Mario” tweet his thoughts and actions as the release date approaches. This would be an easy tool to promote the game and build excitement. Moreover, if the famous fictional Star Wars character Darth Vader has over 145,000 followers, surely Mario would have no problem building a Twitter following.
Flickr is another site that practically begs Nintendo to take advantage of it. Posting screen shots of popular and upcoming games and allowing users to comment would be a simple community-building (and free advertising!) tool. It would also require minimal effort to manage and moderate.
In summary, for a company that is so innovative in how it uses technology, Nintendo’s social media presence is lacking at best, and there are definitely ways the organization could use it to improve the Wii’s attach rate.