If you’ve stumbled upon my website for this unit, pay close attention!
I managed to easily achieve a 7 in the unit for all blog related pieces of assessment. Please peruse and have a look in order to gain some insight.

DON’T FORGET to make sure you’re involved with other classmates and actively contribute. That is a key factor to your success!


WEEK 10: Rockstar’s biggest investment

Last blog post, I bet you’re all sad and disappointed that it has come to an end. At least that means more time to focus on the assignment! Let’s get it started!
Your task this week is to identify and discuss an additional ROI case example on your blog. What is your view on how ROI was calculated? Did they include all the tangible and intangible benefits? What are the strengths and weaknesses of their approach?

Still riding on the coat-tails of Rockstar Games, I’ll try my best to apply it again to their latest game, Grand Theft Auto V (which if you do not have, GET IT!). All I can think of right now is how they’ve managed to make a whopping huge sum as an ROI on their game.

Advertising at the Figueroa Hotel in Los Angeles

Firstly, it’s time to analyse their budget for this singular production. Various articles have stated different amounts spent on the 5 year production of GTA V. Some figures estimate over US$137 million, $250 million and $266 million, in terms of production rather and not inclusive of marketing, aside from the figure of $266 million (According to The Scotsman editorial), as far as I know. I’m going by the greatest figure of $266 million as the base investment in this product. Adding some sort of quantifiable measure on the advertising of the Game, has made a good collaboration of some of the methods the game was promoted in the streets. But enough about that, I am sure you want to hear about the social technologies.

Looking into their approach through Social Technologies, I think the use of some of last week’s tools are useful. Using social mention and searching for the shortened tag for the game, GTAV as well as the main name, Grand Theft Auto V, I think I managed to find a bit more useful method in defining the social success of the game. I tried to combine the two as the  figure is a bit distorted due to the fact that this name can get discussed in so many ways! GTAV yielded 12% strength, 10:1 sentiment, 48% passion and 38% reach, whilst Grand Theft Auto V returned 31% strength, 4:1 sentiment, 40% passion and 30% reach. Basing off averages between the two, this give us 21.5% strength, 7:1 sentiment, 44% passion and 34% reach. All of these figures and the average mention time being around 1 minute between the two are a strong indicator of the success of their social technologies. But how are they being utilised?

Grand Theft Auto V has been operating heavily through Facebook and Twitter, mainly through their official Rockstar Games pages (Facebook, Twitter) but also having a separate Grand Theft Auto V Facebook page. Have a look at some of their figures. Over 5 million likes for the RG Facebook page, over 4.4 million for the GTAV Facebook page and over 1.4 million followers for the RG Twitter page (All these pages are verified official pages). It’s extremely hard to get a pinpoint analysis of how much use the social technologies have had due to the fact that this game has been in and out of discussion for well over the past 5 years (Discussion started as soon as the release of the previous game) and had significantly increased  after the initial gameplay footage was revealed on November 2nd, 2011.

Courtesy of Aden Jones, analysis of the Rockstar Games Likes showed a phenomenal increase in interest between the 28th of August and the 4th of September, from 109,716 to 589,867 people talking about the page. On the 28th of August, GTAV was advertised in a FB post leading to an increase in the number of likes by 480,151. From what I could find, the spike in the number of likes was either a pre-emption or otherwise parallel to the official launch trailer of GTAV, further emphasising their influence through social technologies, as they did utilise their official website as well as Youtube in order to broadcast.

Toilet paper at Rockstar Games

Grand Theft Auto V has managed to accumulate over US$1 billion in the first 3 days of its release, according to reports in the media. This is a phenomenal amount for any singular product, but the fact that they did so well within 3 days is impressive. They even managed to set a world-record of the fastest video game to gross $1 billion in sales, beating former champion Call of Duty: Black Ops II which gained the title in 2012 after reaching over $1 billion in 15 days.

When we apply that to the ROI forumla, we get ($1,000,000,000-$266,000,000/$266,000,000) x 100% = 275.93%

As far as their approach, I think that the end result in profit within the time frame is absolutely phenomenal! Despite that the figure is riding on the coat-tails of the developer’s previous success, a huge proportion is reliant on the intense amount of social media and advertising that they did as a result.

I honestly hope that my final blog post has hit the topic correctly and at least been interesting. Hopefully some of you will enjoy the topic and there won’t be too many who have to just trudge through it. If anyone has any problems then just leave me a comment. If anyone thinks that I am completely off the point, please let me know and I’ll do my best to fix this or otherwise start from scratch.

The final blog post! Please check out all my main supporters! Conor Farne Sang, Aden Jones, Chuan Wang and Sarun Yingpraporn!

WEEK 9: Starring you in Social Media!

I’m sure you want to get back to what you’re doing. Props to Chris Dahlgren for getting the first post this week!
Step 1: Select a brand or organization that you are interested in monitoring. The organization could be your case study for assignment 2. Other members of your team might look at similar or competitor organizations. Alternatively, choose any organization that you are interested in.
Step 2: Perform an analysis using one or more of the free tools that you can gain access to.
Step 3: Write a reflective blog post describing your experience a) using the tool(s) that you used and b) presenting any interesting insights that you found from your search. Are there any recommendations that you would make to the organization?

The organization I’ve chosen is Rockstar Games. I think this fits in nicely with the release of Grand Theft Auto V (woo!).

Rockstar Games is a multinational video game developer as well as publisher, based in New York City. Founded in 1998, they are owned by Take-Two Interactive and are most famous for their video game creation, Grand Theft Auto. The estimated sales from their most prestigious game series is at 125 million, expected to rise even higher thanks to the release of GTAV just yesterday!

Through this blog post I’ll be looking at both Rockstar Games and their product the Grand Theft Auto series. Part of my analysis will hinge on both the company and the organisation and product as I believe are strong indicators of their social media success.


Rockstar Games

Omigli’s search functionality pulls up 376 results in the search. This is quite a bit and whilst it is a bit inflated due to the nature of the words in the organisation’s name it is still a lot to consider. More often than not the content is directly referencing the organisation’s name.

Grand Theft Auto

Omigli brings up 632 threads for this search query. Once again, the words used are somewhat open to searches however a lot of the context in this search does bring up reference to Rockstar Games’ creation. I believe at this day and age it is significantly more difficult to find mentions of actual grand theft auto (Someone stealing a car) through this search engine than the game series itself. All 10 mentions on the first page are of the game series.

Grand Theft Auto V

Social Mention

Rockstar Games

Some of these stats provided for Rockstar Games are very very promising. 36% strength (Discussion in social media), 5:1 sentiment (Positive to negative mention ratio), 27% passion (Repeat mentions) and 51% reach (Range of influence) are all phenomenal! What does it all mean? Rockstar games is getting a lot of discussion out there about its products and the range of services it offers. Obviously today the hot topic is their latest game. At least 30 seconds as the average wait time between mentions is also quite strong.

Grand Theft Auto

57% strength, 11:1 sentiment, 21% passion, 61% reach. All very healthy indicators of the success of the Grand Theft Auto series no doubt inflated by the recent game release. All these numbers show a strong influence in social media. Would you believe the time between mentions is 7 seconds? That’s quite good, although it doesn’t hold a candle to say, Microsoft.

The office of Rockstar Games New York


Rockstar Games

Once again lots of hits for Rockstar Games and their products. Understandably there isn’t anything for Twitter, probably due to their name having two separate words instead of one. Once again, the amount of information provided for this simple search just exemplifies the level of reach they have across social media and the fact that they are capitalising on this to push their products.

Grand Theft Auto

Another strong contender in the social media connections. More than enough information is floating around Web 2.0 than you’d have time to read about. As I have stated before, it’s all probably influence by the fact that the latest game has been released yesterday but people have been circulating information on it for the past year.

Overall the use of these tools was very efficient but they did not introduce any new information that I didn’t already know. With my understanding of the organisation and their connection to social media, they are doing everything correct. Rockstar Games is well known for their connections with social media and online communities, as their main target market uses these items on a daily basis. It all comes down to the fact that gamers will browse the internet and their products are for gamers.

Further exemplifying this is their own blog to cater to their audience called the Rockstar Newswire as well as their own developed social hub, for all lovers of their video game series. They’ve taken a big step forward in differentiating themselves from their competition by creating their own social hub, known as the Rockstar Games Social Club. Check it out if you get the chance!

As usual the obligatory references. Conor Farne Sang and Aden Jones will be my front runners for today. Please check them out as they ALWAYS have insightful information.


The word “Karaoke” means “Empty Orchestra” in Japanese.

WEEK 8: Tell me the secrets to your success!

Conor has taken poll position for this week but to those who remain faithful to the rule of your supreme leader Adam, we will be victorious!
This week’s activity requires you to select an organization from the Professional Services Sector and identify and discuss how they are using a blog, twitter, or a wiki to enhance their business. Make connections to the relevant value levers associated with implementing Enterprise 2.0 as published by McKinsey Global Institute, 2012.

Time to pick a company? Any takers? Well, I’ll just choose KPMG, because I am a self respecting dual degree student who is studying Accountancy as my major and it would be an absolute atrocity if I did not capitalise on this opportunity to link the subjects up!

To satisfy the criteria, here are the following items of KPMG which I have scaled down to ones that I can find;. Some are the localised versions, others are specialised but I cannot confirm if they are official:

Unfortunately I couldn’t find a dedicated wiki towards the workings of KPMG aside from their dedicated Wikipedia page, so I have just added that for appearances and won’t be discussing it.

What is KPMG? KPMG is one of the largest profesional service companies in the world and one of the big four accountancy firms alongside PricewaterhouseCoopers, Deloitte and Ernst & Young. It is based in the Netherlands although it has a strong presence in Australia and for any aspiring accountant out there, you want to make it to one of these big four companies to cement your place as a success! Me personally; it’d be great if I got there but not the end of the world if I didn’t.

I could split it up into each group but it’s easier to just summise it. Essentially these avenues are here to serve the purpose of information. What other reason what they have for existence? It’s a very dry subject and difficult to find comedy and community building in the cold hard facts. People want to feel involved through being kept in the loop and provided with information. What social lever does this coincide with? I believe it it Use social technologies for marketing communication/interaction. KPMG provides a multitude of services, not products. In a sense some of the derivatives of their services are products but that doesn’t necessarily pure products as an offset of the business. I digress, essentially through the use of the blog they have enabled a discussion section on the vast quantities of the information they provide. The world of business is a hot topic for many people because it deals with money. People want to know how their investments are and how the economy will impact their living expenses.

Another lever I believe links in is Leverage social to forecast and monitor. The crux of accounting is to provide analysis on the big world of numbers. Like I mentioned previously, people want to be able to predict where things are headed as well as the current status of now. You’re not doing well if you have an investment but have no idea of what will happen to it. It could suddenly bomb and you’d lose all your money. I’d be hard pressed to find someone who would voluntarily let the value of their assets drop like that, at least not for some kind of gain in return (Like giving to charity as a form of the loss).

All in all, social media and social technologies are how the world operates and connects today. If you’re not apart of it then you’d be hard pressed to get any substantial interaction aside from those first hand. Professional Services are renown for their global reach and social technologies do just that.

As he is the only one who has done his blog post at this moment, please check out Conor Farne Sang and see his top quality blogging content. I apologise if our blogs are similar. I saw NOTHING of his post aside from him picking another Accountancy firm.


In the United States, more Frisbee discs are sold each year than baseballs, basketballs, and footballs combined.

WEEK 7: Donate to save social media!

Title unrelated to content; no donating is required. Back to the blogging, let’s hope it can be entertaining and easy to discuss!
This week’s activity requires you to select an organization from the Social Sector i.e. a nonprofit institution and non-governmental organization (e.g. foundations, social service organizations, cultural institutions, and advocacy groups, social movements) and identify and discuss some of the major benefits and value levers associated with implementing Enterprise 2.0. Concentrate on one (maximum two) of the 5 functional areas and use the relevant Social Technology value levers published by McKinsey Global Institute, 2012

I’m going by what I can see in the referenced pages form the McKinsey Global Institute report and select from the options of Collecting Information and Insights, Mobilize Resources, Execute mission and Organisation-wide levers. So, I have chosen Cancer Council Australia and I think this week I will select the option of Execute mission.

Slip, Slop, Slap. How many of you have heard this phrase before? I’m almost certain that a fair few of you will read this and instantly think of the catchy jingle that accompanies it. There’s a lot we can attribute to that phrase that some may have forgotten, so I’ll help you to remember.

The Slip (on a shirt), Slop (sunscreen), Slap (on a hat) campaign was introduced by the Cancer Council Victoria in 1980 due to the epidemic of melanoma cases and the rise in awareness of the sun’s harmful UV rays on our delicate skin. It was produced alongside a catchy upbeat jingle and shown in an advertisement, prompting Australians to be smarter out in the sun to ensure that we can all live longer and stay healthy. This campaign ran on until 1988 when the Sun Smart program took over its place and has been active ever since. In 2009 the campaign was added to, including Seek (shade from the sun) and Slide (on sunglasses).

Has it been effective? Well the details can be seen in SunSmart’s 20 year report (2008), but I will summarise some of the key findings. The overall opinion of sun tanning has decreased as greater awareness of the adverse effects have become known. Additionally, a reduction of the number of people getting sunburnt by 50% was also noted.

But how does this tie in with the level of Execute mission? Well, within this lever there are two points; Educate the public and Engage the supporters.

Educating the public is perhaps the strongest approach the Cancer Council Australia needs to take. We are a nation that loves going to the beach; it is inherent in our culture to relax and have a good time. Sadly, it’s an undeniable fact that we need to protect ourselves and despite the efforts of the Cancer Council, we are still seeing people affected by skin cancer and UV rays. What a better way for social media to be used than to educate everyone that they can look after their skin without costing their outdoor enjoyment. Appropriate addresses through social media during the peak periods and everyday life is a start, and will help ingrain the idea that sun safety is a way of life and not just a “I’ll do it next time” agenda. This can extend to all cancer related causes such as tobacco or general nutrition. An informed public is a healthy public.

This ties into the second point of engaging the supporters. Despite best efforts, people do get cancer. Whenever you think of cancer, you think of “that deadly thing that will most certainly kill you”. A lot of people are affected by it, so there should be something that can be done. Through the use of social media, a more varied and vast array of networks can be reached and individuals can be informed as well.  I’m not sure what points I can really touch except that any NPO would benefit from more engagement. The Cancer Council could host more events online in order to gather up an increase in funds towards their cause. It could be as simple as getting people to put bids on questions and ask famous celebrities through social media or set up an online auction. I guess my thoughts around engaging revolve back to the idea that people want something for their money and not everyone gives just because it’s going to a good cause.

Also, here is a really interesting website/blog that has much more in-depth detail on how Nonprofits can utilise Social Media. It’s called Nonprofit Tech for Good!

Back in the heat of things with Enterprise 2.0. I expect great work from everyone. Check out some of my big supporters, as all of them have excellent blogs! Conor Farne Sang, Aden Jones, Sarun Yingaprapaporn and Chuan Wang all have excellent blogs!


Niko Bellic evading police.

Grand Theft Auto IV is the highest rated game on Metacritic with a score of 98 for both PS3 and Xbox 360 (as of September 4th, 2013).

WEEK 5: Do not feed Social Media, it may bite!

Here’s the 5th week of questions. We must all be blogging aficionados by now!
Select an organisation, (describing its sector, their business, services etc…) and using the concepts introduced to you in the lecture (also the readings and additionally info), identify some of the major legal risks to that organisation as a result of their participation in Social Media.  Justify why those risks are particularly relevant (e.g. risks for QUT could be different than that of a Dental Practice) and provide scenarios of how some of these risks could apply and what the organisations Social Media Policy should attempt to address.
Once again the obligatory picking of an organisation. My chosen organisation this week will be Microsoft, due to their almost infamous social media presence. I hope it provides some interesting perspective. Looking into possible risks of importance, I’ve chosen a few including Wrongful Dismissal, Defamation (statutory risk) and Reputation Risks. To corroborate this, I thought I’d go ahead and show how they have actually been affected by these risks.

Wrongful Dismissal

Earlier this year, there was an incident involving a Microsoft employee and his use of Social Media that prompted his resignation. In a sense, he was not terminated by Microsoft but as a result of his tweets, the employee’s future occupation prospects were on the line. I refer to the Adam Orth incident. To give you an idea of what happened, here is a screenshot of the tweets. (Click the image to view the source)

Adam Orth’s Twitter FAIL!

For those of you who are having a hard time understanding, he was tweeting via his personal twitter account with regards to Microsoft’s Xbox One video game console. The console was revealed earlier this year alongside a list of features, with many of these features not getting on fans good sides. The list of features went on, but the one these tweets are referring to was that the upcoming video game console would be required to have a constant internet connection in order to be used. Well, looking at these tweets, you can see why this would be a problem. Not everyone has superior internet! Even so, Adam Orth caused up quite a bit of embarrassment for Microsoft and despite that he wasn’t officially removed from his position as Creative Director (It would have been more hilarious if he was their PR manager!), I’m sure these out-of-office tweets surely did pave the way for his resignation.

Not that anyone’s going to miss that arrogant attitude… hehehe…

Defamation (statutory risk)

I had a bit of trouble trying to flesh out this one and will try my best to explain it fully. It’s not one that Australians will know about because it has ties to American politics. Personally I’m not a big fan of politics but in the United States it’s the next biggest thing to Jesus! A Microsoft employee forgot they were using the company twitter account when they blatantly attempted to knock down a highly conservative poltical commentator, stating that she was less intelligent than Robert Reich’s (@RBReich) daughter. His details are not important to note in this context of defamation.

Attacking a politician

The reason I was not entirely sure of this is because it could simply be seen as a stupid incident by a stupid individual. I decided to draw defamation from this as the intention of the tweet was to misrepresent Ann Coulter, painting her as a uneducated and backwards individual. Those who were not paying attention could also see this as an opinion on Microsoft’s part, posing a very very sticky situation for them. Politics is a tricky subject, so when you’re a broadcasting your thoughts to the public, you don’t always want to alienate one side of your audience, ESPECIALLY if you’re a company!
Even so, please let me know if you disagree with this selection or if you know of any other instances of defamation with Microsoft.

Reputation Risk

Ahh the final one, the reputation risk. Twitter must love loathe the fact that a lot of these mishaps and scandals happen through them. At least in these cases they are.

Make a profit off a celebrity’s death

Microsoft took a serious beating with this doozie of a tweet. Despite being part of one of the smaller PR accounts for the big company, it certainly hit home. Where is the reputation risk? This tweet exemplified the ideal that it’s okay for Microsoft to profit off the death of a celebrity; someone that the community adored (Matter of opinion, though it’s undisputed that she had a lot of fans) and someone people did not take to kindly having her death exploited. The exploitation comes in the form of “Hey, buy her album through our own service!”
Whilst it wasn’t the actual intention of Microsoft, it did represent them as a money grabbing corporation. Despite the old saying “Any press is good press”, there are some things that people do not forget. I’m sure this is one of them.
Hopefully I’ve hit the right points. Aden Jones beat me to the first posting for this week, so check him out. As always, my twin Conor Farne Sang will most definitely have something interesting to say! As always, please comment on the post with your thoughts and suggestions!


Cats Hugging

Hug it out!

Human contact through hugs lowers blood pressure, improve memory, releases stress, and reduces the risk of heart disease.

WEEK 4: Delivering customer service straight to you!

Hopefully I am the first off the block!
This week’s activity requires you to select an organisation and to identify and discuss some of the major benefits and value levers associated with implementing Enterprise 2.0. Concentrate on one (maximum two) of the 5 functional areas ([1] product development, [2] operations and distribution, [3] marketing and sales, [4] customer service and [5] business support). and use the relevant Social Technology value levers published by McKinsey Global Institute, 2012. Briefly describe your selected organisation and how some of the value levers may apply (or are being applied).
First of all, here is a good document that splits it up into 10 social technology levers to give it a bit more depth.
The organisation I have chosen is Australia Post, where I will be focusing on the functions of Customer Service (Provide customer care via social technologies).

Customer Service: Provide Customer Care via Social Services

So you might be thinking “Australia Post, really?” but I assure you I picked this organisation because I believe they’ve done well to incorporate aspects of Social Media in an effort to improve their image. Please don’t misrepresent this as a sales pitch of sorts! Postal Services, particularly get a fair bit of flack every day. Why so much, more so than others? I believe this is due to the incredibly large reach they have across the ENTIRE country. With the exclusion of private couriers or regions or areas that do not get direct postal services, AP is pretty much there. They’re the ones who handle everything on sight and it’s very easy to blame them when things go wrong. It may be an issue with customs, it may be an issue with overseas customers or postal services in how they handle packages and mail (if having something shipped internationally), but at the end of the day you’re getting your mail straight from Australia Post.

They’re no strangers to abuse either, just take a look at either this (News reporting AP issues), this (Forums discussing AP issues) or what even appears to be their inability to catch up with technology. That wasn’t difficult to find and in no way represents the quality of arguments against Australia Post, just that it’s there. But that brings me to my point. When people have issues, they usually talk about them, spread the word, get their friends involved. Facebook has always been a very strong ingredient in this mix of ranting and raving. Whilst Australia Post have their own Facebook Page, I think they’ve done well to use this as a facet of customer support.

I’ve had some issues before with postage, so I sent them a message on Facebook and within an hour I got a reply. I’ve had them added for a while and have noticed that unlike some company FB pages, they will take out more time to respond to queries, feedback and complaints. It’s not a matter of whether or not this message provides IMMEDIATE results, but the nothing that there is someone who has heard your concern and has reassured you that there is something being done, which I believe to be a crucial component to providing Customer Care. After all, how will you know if your customers are completely satisfied unless you talk to them?

If you’re not entirely convinced, just have a quick browse through the Facebook page of Australia Post. Barring those messages within a few hours, I’m certain you’ll spot a complaint that has been addressed or acknowledged by a consultant.

That’s the end of my fourth blog post, I hope it wasn’t stale. I’m going to go ahead and suggest you visit Conor Farne Sang‘s blog… because he’s my brother. 😀


Sneezing Panda gets the bill

Pandas rely on spatial memory, not visual memory.