We believe that for many organisations conventional social media platforms fail to deliver on the promise of enhanced customer engagement. The key beneficiaries of your social media marketing spending are Digital Agencies and the Social Media companies – not you or your customers. For a more thorough explanation of the mechanisms at play and their effect please see http://www.slideshare.net/planyscloud/planys-niche-social-network-overview-30661359

In the meantime we believe that Games Workshop has a fantastic opportunity to deploy its own Niche Social Network and turn this into significant bottom line impact by integrating Social Activity, eCommerce and Store Infrastructure to create a highly compelling focus for the online Warhammer Community. We call this a Social Commerce Network

All of the information and functions presented herein are conceptual and have been created for the express purpose of illustrating what is possible for in a Niche Social Network for Games Workshop.

Introduction

CONCEPT OVERVIEWSOCIAL COMMERCE NETWORK

This presentation will provide a flavour of how the Warhammer Community might look, feel and operate to deliver the following benefits:

An enhanced online environment for Warhammer enthusiast

A shorter path between excitement and purchase

A share in secondary market sales of Games Workshop products

Customer data - deep insight into customer desires and sales potential

New customer acquisition – driven by member invitations to peers

Cost effective mass communication tool

A powerful toolkit for Store Managers to drive store revenue and footfall

Objectives

Incremental performance has been modelled based on Games Workshop published financial information and the following assumptions:

Advertising revenue rates based on average Linkedin (non premium) and Facebook page impression advertising.

Incremental sales performance due to enhanced capabilities:

All revenues are factored to reflect that network membership will start low but grow to a stable growth level of approximately 150K members by the end of Year 1

Incremental Profit

YEAR 2 YEAR 2 YEAR 3

Promotional Activity 1.0% 1.1% 1.2%

Social Commerce 1.0% 1.2% 1.3%

2nd Market Share 0.5 0.5 0.5

Incremental Profit

YEAR 1 YEAR 2 YEAR 3

£ Thousands Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Ad & Sponsorship Advertising £9 £16 £28 £48 £101 £89 £95 £100 £107 £391 £113 £120 £127 £135 £495Sponsorship £7 £7 £7 £7 £27 £8 £8 £8 £8 £33 £9 £9 £9 £9 £36

Total Ad & Spons £16 £23 £35 £55 £128 £97 £103 £109 £115 £424 £122 £129 £136 £144 £531 Incremental Margin Enhanced Promotion £6 £11 £18 £32 £67 £43 £46 £49 £52 £190 £62 £66 £70 £74 £272Social Commerce £6 £11 £18 £32 £67 £47 £50 £53 £57 £207 £67 £71 £76 £80 £294Marketplace Commission £3 £5 £9 £16 £33 £20 £21 £22 £24 £86 £26 £27 £29 £31 £113

Total Inc Margin £15 £26 £46 £79 £166 £110 £117 £124 £132 £484 £155 £164 £174 £185 £679

Combined Total £31 £49 £80 £134 £295 £208 £220 £233 £247 £908 £277 £293 £311 £329 £1,210

Members create a profile Members create a profile which includes details of:which includes details of:

oThe Games Workshop The Games Workshop Store that they are most Store that they are most associated with (this associated with (this becomes their affiliated becomes their affiliated store – very important)store – very important)

oThe Races and Armies The Races and Armies that they have and the that they have and the elements that they elements that they possesspossess

oPre-authorised payment Pre-authorised payment methods such as credit methods such as credit card or PayPal detailscard or PayPal details

Member ProfilesMember Profiles

Members upload information Members upload information about what Races and about what Races and Armies they have. Armies they have.

This facilitates a calculation This facilitates a calculation based on what they don’t yet based on what they don’t yet have but might need to have but might need to round out the tactical round out the tactical capabilities of their own capabilities of their own Army in terms of e.g Attack, Army in terms of e.g Attack, Defence, Magic, Mobility etcDefence, Magic, Mobility etc

Store managers may provide Store managers may provide comments & comments & recommendations on how recommendations on how the member might improve the member might improve their Armytheir Army

Closing the gap on Closing the gap on opponents will drive opponents will drive purchasespurchases

Member Races & Armies GapMember Races & Armies Gap

FriendsFriends

Members gather Members gather friends from both friends from both within the within the community and can community and can also invite new also invite new members to join by members to join by e-mail or from other e-mail or from other social networks such social networks such as Facebook and as Facebook and Twitter Twitter

Profiles include Profiles include badges of honour badges of honour which are attained which are attained through activity such through activity such as numbers of posts, as numbers of posts, completion of completion of armies, advice and armies, advice and support offered to support offered to other members – other members – incentivising active incentivising active contributionscontributions

The Social Feed PageThe Social Feed Page

The Social Feed Page is The Social Feed Page is the main interface for the main interface for members – where they members – where they can post conversation can post conversation threads and media threads and media content such as photos content such as photos and videoand video

Real-time social Real-time social interaction within the interaction within the Games Workshop themed Games Workshop themed environment (as opposed environment (as opposed to a Facebook Wall to a Facebook Wall environment)environment)

Menus and drop-downs Menus and drop-downs lead to other areas of the lead to other areas of the sitesite

The Notification bar The Notification bar alerts members to: alerts members to:

oEvents that they Events that they might be interested in might be interested in

oPosts in threads that Posts in threads that they are active inthey are active in

oPrivate messages Private messages from other membersfrom other members

oNews from Games News from Games Workshop Stores that Workshop Stores that the are associated with the are associated with or announcements that or announcements that are relevant to their are relevant to their ArmiesArmies

The Social Feed PageThe Social Feed Page

Members may Members may organise their own organise their own private events such as private events such as ‘Battle Nights’ - ‘Battle Nights’ - inviting friends only or inviting friends only or other members other members affiliated with their affiliated with their store.store.

The event may be The event may be open for a restricted open for a restricted number of people and number of people and close when the close when the number is reached. number is reached.

The invitation may The invitation may provide details of how provide details of how to get to the venue to get to the venue and use Smartphone and use Smartphone as a navigation as a navigation device.device.

The Social Feed PageThe Social Feed Page

Advertising & SponsorshipAdvertising & Sponsorship

Highly targeted Highly targeted advertising and advertising and sponsorship sponsorship opportunities for opportunities for Games Workshop Games Workshop partners and partners and complimentary complimentary product and service product and service providers.providers.

Based on 5 banner Based on 5 banner and video advertising and video advertising slots we estimate that slots we estimate that the value of the value of advertising in Year 1 advertising in Year 1 should be should be approximately £128K approximately £128K p.a. (based on p.a. (based on Linkedin and Linkedin and Facebook average Facebook average rates)rates)

Driving Revenue - MarketplaceDriving Revenue - Marketplace

eBay has current 98,049 eBay has current 98,049 listings for Warhammer listings for Warhammer with sets priced at up to with sets priced at up to £2000.£2000.

The Marketplace The Marketplace facilitates Games facilitates Games Workshops participation Workshops participation in this revenue through in this revenue through listing fees or listing fees or commission payments.commission payments.

Current eBay final value Current eBay final value fees are 10% of the final fees are 10% of the final selling value of the item.selling value of the item.

A Warhammer market A Warhammer market place would be a much place would be a much more logical and more logical and attractive place to be for attractive place to be for buyers and sellers.buyers and sellers.

Strike While the Iron is HotStrike While the Iron is Hot

Contextual text sensing Contextual text sensing means that member means that member recommendations can be recommendations can be checked against checked against eCommerce and eCommerce and Marketplace databases.Marketplace databases.

Where a member Where a member mentions an available mentions an available item – a link is created. item – a link is created. Mousing over this link Mousing over this link causes a pop up link causes a pop up link offering the option to offering the option to make a ‘one-click-buy’ make a ‘one-click-buy’ from the online store or from the online store or the Marketplace.the Marketplace.

Alternatively the item Alternatively the item can be added to a can be added to a Wishlist – Christmas & Wishlist – Christmas & Birthday gifts.Birthday gifts.

One-Click-Buy technology is Patented in the US by Amazon – but not the EU. One click purchasing has One-Click-Buy technology is Patented in the US by Amazon – but not the EU. One click purchasing has demonstrated increased purchasing responses of up to 20 times. We assume much less than this in our demonstrated increased purchasing responses of up to 20 times. We assume much less than this in our model.model.

New Customer AcquisitionNew Customer Acquisition

Incentivise members Incentivise members to invite their friends to invite their friends to join the to join the Warhammer Warhammer Community by Community by offering redeemable offering redeemable rewards.rewards.

Invites can be Invites can be automatically automatically distributed by e-mail distributed by e-mail and into other Social and into other Social Media channels.Media channels.

This means that This means that conventional social conventional social media is a source of media is a source of new members – rather new members – rather than ambiguous ‘likes’ than ambiguous ‘likes’ and ‘shares’and ‘shares’

For the Store ManagerFor the Store Manager

By affiliating members to a By affiliating members to a Store – typically their local Store – typically their local Store (in this case the Store (in this case the Edinburgh Store) – the Edinburgh Store) – the manager now has a manager now has a powerful data driven toolkit powerful data driven toolkit to engage customers and to engage customers and drive Store performance.drive Store performance.

The Store manager will The Store manager will know:know:

oHow many customers are How many customers are affiliated to the Storeaffiliated to the Store

oA breakdown of what A breakdown of what Races and Armies they have Races and Armies they have

oThe total value of what The total value of what they do not have yetthey do not have yet

oThe total value and drill The total value and drill down into members down into members Wishlists Wishlists

For the Store ManagerFor the Store Manager

Review the breakdown of Review the breakdown of Races and Armies by each Races and Armies by each of the Warhammer product of the Warhammer product lines.lines.

This will allow the Store This will allow the Store Manager to make informed Manager to make informed decisions on what local decisions on what local Events to run, what Events to run, what products to push and what products to push and what the value of the potential the value of the potential sales opportunity is at any sales opportunity is at any given time.given time.

Drill down into this data to Drill down into this data to facilitate individual member facilitate individual member recommendations.recommendations.

For the Store ManagerFor the Store Manager

Store managers can use the Store managers can use the system as a method of system as a method of communicating with the communicating with the customer base on an customer base on an individual, group or public individual, group or public basis.basis.

oCreate an Event applicable Create an Event applicable to a specific Race or Army to a specific Race or Army

oMake recommendations to Make recommendations to individuals or owners of individuals or owners of specific Armiesspecific Armies

oSend out notifications and Send out notifications and follow upsfollow ups

oTrack responses and take Track responses and take appropriate actionsappropriate actions

Summary

A Niche Social Network for the Warhammer Community that leverages eCommerce and Store infrastructure to generate bottom line impact.

Summary

Drive direct revenue by linking Social conversation to eCommerce & Marketplace (secondary market) sales.

Opportunity to ‘one-click-buy’ when the propensity to purchase is highest.

Summary

Acquire new members by incentivised invites through conventional social media channels

Summary

Powerful data based tools for Store Managers to drive footfall, events, customer engagement & sales

Summary

Drive additional advertising and sponsorship revenue

Next StepsWe would very much like to meet with the Games Workshop Team to present this idea in more detail and to collect your feedback.

PLANYS CLOUD LIMITEDCarnegie Conference Centre,Halbeath Road Dunfermline, Fife KY11 8DY

www.planyscloud.com

Joe Henry E-mail: joe@planys.comMobile: +44 (0) 7970578266