The gaming community has been more excited than usual thanks to the recent unveiling of the Xbox One, the next generation video game console Microsoft plans to launch later this year. While the system is shaping up to be yet another successful product, some would say that it’s getting off to a rough start due to the controversy surrounding the initial announcement.
In addition to being vague about the system’s functionality, Microsoft ruffled a few feathers when revealing some policies regarding sharing and authentication. During the announcement, the company said that games would have to be completely installed on the console and watermarked to the owner to support authenticity. It also announced that the sharing of games would be limited.
Although it would appear that Microsoft has learned the error of its ways, the turnaround didn’t come without some harsh lessons.
One of the biggest mistakes Microsoft made in announcing the Xbox One was simply failing to get its point across. Confusion swirled around a statement explaining that the console required an internet connection, which had some users wondering if they had to be constantly connected in order to play games offline. The software giant also left pundits scratching their heads over the sharing policy, which restricts how much users can share and how they are allowed to share. You can avoid a lot of backlash by simply being clear in your message to your audience. Make sure all the important areas are covered and be prepared to address any questions or concerns your audience may have.
Information leaks are so common in today’s digital world that even big announcements often lack shock value. Before even letting the cat out of the bag, conversations about the Xbox One were flowing across the social web. Some gamers were anticipating the sharing limitations and connectivity conundrum. Of course there was lot that needed to be determined in the way of specifics, the but response to these potential polices was anything but positive.
Social media is an insightful monitoring tool and had Microsoft realized this initially, it could have eluded some of the flack it caught over the Xbox One announcement. The chatter never stops. From Twitter to Facebook, people are constantly talking, creating buzz in the form of recommendations, reviews and complaints. This information is powerful when prioritized and incorporated into your marketing strategy. A huge part of the whole big data trend is leveraging data to make smarter business decisions.
Microsoft has taken a lot of heat for how it fumbled the Xbox One announcement, leaving some to conclude that it was merely trying to keep up with Sony, who recently announced its Playstation 4. Gamers that have been loyal to the platform since the original Xbox were outraged over the sharing policy, and got even more ticked when they were ignored. Microsoft ended up budging, but not without taking some heavy criticism by its own audience.
There is no guarantee that your audience will respond positively to your offerings. But even when they’re leaving negative feedback, you need to be ready to deal with it and manage the situation. A good reputation management strategy is necessary to understand and react to what is being said about you. Even when they have complaints, relationships with customers can be nurtured to the point where they foster trust and loyalty. Customers will come to think very highly of you when they realize the impact their actions have on your operations.
Taking advantage of its rival’s blunder, Sony launched a video touting its policy on sharing video games. The move turned out to be a successful one, quickly generating millions of views on YouTube and drawing a positive response all because it capitalized on the weaknesses Microsoft revealed in the Xbox One announcement. The lesson here is the importance of keeping an eye on the competition. Sony watched its foe drop the ball and as soon as that happened, it moved in for the kill with a highly effective marketing strike executed in real-time.
We won’t beat Microsoft up too bad over this whole announcement debacle. After all, the company responded fairly promptly and swiftly yanked the very policies that landed it in hot water the first place. That goes to show it is indeed listening to its audience. Fortunately for Microsoft, it has the kind of leverage that will afford some mistakes, even potentially huge ones such as this. Can your business say the same?
