A product of thinking

On the 9th September 2009 something wonderful happened – Hasbro launched Monopoly City Streets (MCS) to a wanting audience of over 1.7m people, and the most talked about MMOG (Massively Multiplayer Online Game) of all time was born.

If you haven’t been following the events over at Monopoly HQ since, 1st of all, where have you been? And 2nd, we’re sorry to be the purveyor of bad news… but you’ve been missing out!

Monopoly City Streets is a free online multiplayer version of the popular board game Monopoly, launched to raise awareness of and promote the latest version of the game – ‘City Streets’.

Played out on Google Maps, MCS invites players to buy, trade, and build on any street in the world that hasn’t already been snapped up by another person. You earn rent based on how well you play (there are various strategies), and compete with friends and other members of the community to dominate local, national and global leader boards.

It is fun, competitive, and highly addictive. It is simply brilliant, and brilliantly simple. It is, in short, a really powerful idea. Peter Parker said that “with great power comes great responsibility”. If I were to tell you now that Monopoly City Streets has perhaps done more harm than good to the Hasbro brand image, could you fathom how, would you want to read more?

On day of launch, all expectations were exceeded when 1.7m people turned out to play MCS. Within hours, everyone was disappointed when the game server crashed under pressure. For 2 days it went offline whilst upgrades were made.

On its return, bugs in the code were quickly found and exploited, cheating became rife, and those playing fairly started to get upset with Mr Monopoly’s inability to control, moderate, and fix the problems. The game went offline again, this time for a reset – wiping everyone’s hard work. Rather than re-launch in beta mode (which would have given developers more time and scope to iron out any further problems), Mr Monopoly opted for a more heavy handed approach; writing on the official game blog – “cheaters beware; we are watching you, and you will be banned!!!” At this point, Mr Monopoly hadn’t even lain down the ground rules.

Humoured by Mr Monopoly’s tone, people started to form online alliances, Mr Monopoly quickly became ‘the game’, and even the cheaters worked together to see whether measures had been implemented to control  the cheating and fix the bugs. The top 10 Global Leaderboard at the end of day 1 consisted of ‘Cheater # 1′ – ‘Cheater # 10′… On day 2, it was used to promote websites and blogs (Best Cheater) that gave out tools and advice on how to hack the game.

From that point on, every post on the official game blog has been met with a hundred angry comments. Mr Monopoly has been deadly silent.

It has been 3 weeks since launch, and Monopoly City Streets has now pretty much ground to a halt. Daily visits to the site have fallen by almost 75%, and reading the comments on the games official blog (where angry people viciously attack its makers) has arguably become more entertaining than playing the game ever was.

Mr Monopoly has been carried to ‘jail’ by the fans he so desperately sought to please, and whilst his punishment seems severe, it serves as a warning to all of us – even great ideas fail when they aren’t implemented and moderated responsibly.

Had Mr Monopoly been honest with fans, had he had listened, responded, and invited them to get involved, to collaborate, and be a part of the project, perhaps the outcome would have been different.

Check out the game here – http://www.monopolycitystreets.com

And the official blog here - http://blog.monopolycitystreets.com Read more

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“Social networking and blogging has recently become more popular than personal email, and is growing twice as fast as any of the other four largest sectors (search, portals, PC software and email).” Nielson Media 2009

It’s no secret, nor is it a surprise that brands have been quick to turn to social media in a bid to engage and create meaningful conversations with people online.

Many have done so incredibly well.

However, in the frantic rush to capitalise on the popularity of social networks, most have failed to define a distinct and compelling reason to be in this space… to disrupt and interrupt doesn’t count!

Social media users have very quickly learnt to filter through the saturation of brands and messages, cutting straight to those (friends, and brands) they know, and trust. To become a trusted brand in this saturated space (trust us it’s saturated and also highly unlikely that your competitors aren’t already there), there are a few key rules of engagement.

1. Know where the conversation is taking place, listen & respond

Use tools like Buzz Metrics and Scout Labs to identify where people are talking about you online. Once you know where they are, listen to them, learn from them, and respond if necessary. The open nature of this space means a lack of response shines out and is picked up upon quickly.

It’s far better to actively micro-manage opinion across networks and blogs than it is simply set up a few profiles on Facebook that never get updated.

2. Be worth talking to

OK, so you know where the conversation is taking place, but how do you get involved?

Most brands in the social web bare striking similarities to the ‘dad in the disco’ (at best a little bit embarrassing, at worst can empty the room), however… even the dad in the disco can be popular if he’s buying the drinks!

So be entertaining, exciting, and amazing. Be unique, offer exclusive money can’t buy opportunities, most of all have fun! As long as you respect your audience, you are free to try pretty much anything.

3. Be yourself

Social media is a culture of transparency and honesty that must be embraced. Try to behave less like a company and more like a real person and people will respect you. Saying this

“learning to speak in a human voice is not some trick, nor will corporations convince us they are human with lip service about ‘listening to customers.’ They will only sound human when they empower real human beings to speak on their behalf.” The Cluetrain Manifesto (1999)

If you are a CEO that knows how to blog, do so, even better why not create a network of employee blogs, write about your experiences, what you are working on, what you do in your day to day life. It’s interesting, honest, and endearing.

FINALLY

4. Invite people to get involved

To really engage with people you can’t just talk at them. Invite them to the conversation, think of ways to involve them, and again, listen… Who knows, you may even learn something.

Written for Saint London, for more go here

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