So... My friend (who is incredibly depressed about the ME3 endings for the many obvious reasons) pointed me to this thread on the Bioware forums. It is a very interesting analysis by an ex public relations man on the reactions of Bioware and EA towards the fans upset with the Mass Effect 3 endings.
For the whole thing (which I think is definitely worth reading) here is the link (Or maybe just the address I am an internet noob, no clue how to do anything.):
http://social.bioware.com/forum/1/topic/355/index/10084349
For those that just want the best parts here:
1st part:
I don't think Bioware is out of touch with their customers though I agree with an earlier poster that right now they are assessing their options. Nor do I think that everyone speaking up for them at the moment is a "yes man" or shill. That said:
I don't for a moment think there are any other endings, this was a hallucination, etc. Bioware/EA is letting these speculations go on for two reasons. First, they are letting people vent. Secondly, they are weighing options.
Years ago, I worked for a PR damage control team and everything right now is going by the book. First, re-affirm and ignore (also known as doubling down), then try and define the detractors in the mainstream with things like "this is all a big mistunderstand", etc. while remaining civil in the hopes the detractors go rabid. Meanwhile go dark and use countermeasures through third part sources to prop up your position and brand the outcry as driven by hacks, haters or a minority trying to wear out the detractors on these outlets or "shock troops" while protecting the corporate core. Next, offer something distracting (notice SWTOR is free this upcoming weekend) known as the "faux olive branch"/ask the angry people to explain their concerns (without agreeing to commit to a compromise), buy more add time (definitely going on right now), and hope it dies down. If the pressure is still on, determine the economic viability of 1) ignoring the outcry and banking on the fickle nature of consumers to get over it or 2) determining if we can make money off of fixing it.
Second part:
First, Operation Goliath, the free Star Wars online weekend, and the recent noncommittal overtures to listen arefaux olive branches. Sorry. Customers intrinsically want to believe companies they patronize listen and when they stop believing that, the company has to say they are listening and do anything to get the detractors off-message. There are a dozen names for this, but the most memorable was "The Shell Game."
You will know that there?s a genuine need for dialogue in the corporate bunker when the message turns from ?we?re listening? to ?we acknowledge we may have a disconnect with our consumers and are willing to discuss a meaningful solution to the problem.? It signals an end to non-committed deflection and opening genuine talks to solve the problem (it?s knows as ?Exposing Your Throat? btw). At present, you?ll notice Bioware/EA has only said they will ?explain? the endings. That?s not a give, that?s a delay tactic.
But here?s the part that amazes me as an old PR guy and is totally new. The disenfranchised base here is changing the old methodology. It?s akin to comparing old-style bunker PR defenses to new blitzkrieg-style consumers. To date, the ?bunker strategy? was always used because it was virtually foolproof. However, social media and the 24 hour news cycle have simply changed everything. Twenty years ago, you could not mass 30,000 protesters into a networked base without some luck, money, a GREAT cause and (most importantly) time. By the time you did get organized, folks were either burned out or lost interest. Groups like Take Back have altered the landscape and suddenly the contest is taken from the old paradigm to a crazy new (and wonderful IMO) place. Preorder sales took away customers biggest weapon in the past (i.e. don?t buy the product). Now customers who feel they have received poor value have been potentially re-empowered by the internet. Bioware/EA is feeling the full brunt of this thing while passion is hottest. They are deploying countermeasures faster than the old strategies ever would have ever suggested. To some degree, they are being outmaneuvered atm. But now it depends on how long the protest/outcry holds up.
Two more quick points and I?ll close. First, the Child?s Play movement was brilliant. Notice over the past few days how some of the most visceral detractors to the outcry have had to shift their vitriol from ?you?re spoiled selfish haters? to ?sure you gave to charity, but you are spoiled selfish haters.? Nobody is drinking that Kool-Aid. Better yet, some outlets are now saying ?maybe the game has problem but its still art? from the precedent message ?best game ever.? That won?t fly with the mainstream. If its one thing they know is that when ?art? hits the marketplace, it is a commodity, nothing more. You?ve changed the countermeasures from "unbiased" critics of the movement into drum beaters simply trying to get you angry. EA?s PR guys probably envy you (grudgingly) atm.
Second, don?t buy the only X people voted in the poll out of 1 billion customers, so they don?t care. That?s bunk. Are there "drum beaters" on both sides of this issue that just want to see controversy, sure. But if I was sitting in an office looking at that Bioware poll, I?d be reaching for a cigarette.
Finally remember, they have much more data at their disposal. They know how sales are going, how much time people are playing that are synced into Origin, etc. They will watch those numbers this weekend. If sales slow, watch for price cutting within 10 days (just over the two week US release date). It will mean that retailers are getting nervous and will slow new unit orders. As I?ve said before, this will come down to hard currency. If the protests start having an effect on that front, the response will come.
So yea. What do you guys think? (again, the whole post is worth reading, just follow the link at the top.)
For the whole thing (which I think is definitely worth reading) here is the link (Or maybe just the address I am an internet noob, no clue how to do anything.):
http://social.bioware.com/forum/1/topic/355/index/10084349
For those that just want the best parts here:
1st part:
I don't think Bioware is out of touch with their customers though I agree with an earlier poster that right now they are assessing their options. Nor do I think that everyone speaking up for them at the moment is a "yes man" or shill. That said:
I don't for a moment think there are any other endings, this was a hallucination, etc. Bioware/EA is letting these speculations go on for two reasons. First, they are letting people vent. Secondly, they are weighing options.
Years ago, I worked for a PR damage control team and everything right now is going by the book. First, re-affirm and ignore (also known as doubling down), then try and define the detractors in the mainstream with things like "this is all a big mistunderstand", etc. while remaining civil in the hopes the detractors go rabid. Meanwhile go dark and use countermeasures through third part sources to prop up your position and brand the outcry as driven by hacks, haters or a minority trying to wear out the detractors on these outlets or "shock troops" while protecting the corporate core. Next, offer something distracting (notice SWTOR is free this upcoming weekend) known as the "faux olive branch"/ask the angry people to explain their concerns (without agreeing to commit to a compromise), buy more add time (definitely going on right now), and hope it dies down. If the pressure is still on, determine the economic viability of 1) ignoring the outcry and banking on the fickle nature of consumers to get over it or 2) determining if we can make money off of fixing it.
Second part:
First, Operation Goliath, the free Star Wars online weekend, and the recent noncommittal overtures to listen arefaux olive branches. Sorry. Customers intrinsically want to believe companies they patronize listen and when they stop believing that, the company has to say they are listening and do anything to get the detractors off-message. There are a dozen names for this, but the most memorable was "The Shell Game."
You will know that there?s a genuine need for dialogue in the corporate bunker when the message turns from ?we?re listening? to ?we acknowledge we may have a disconnect with our consumers and are willing to discuss a meaningful solution to the problem.? It signals an end to non-committed deflection and opening genuine talks to solve the problem (it?s knows as ?Exposing Your Throat? btw). At present, you?ll notice Bioware/EA has only said they will ?explain? the endings. That?s not a give, that?s a delay tactic.
But here?s the part that amazes me as an old PR guy and is totally new. The disenfranchised base here is changing the old methodology. It?s akin to comparing old-style bunker PR defenses to new blitzkrieg-style consumers. To date, the ?bunker strategy? was always used because it was virtually foolproof. However, social media and the 24 hour news cycle have simply changed everything. Twenty years ago, you could not mass 30,000 protesters into a networked base without some luck, money, a GREAT cause and (most importantly) time. By the time you did get organized, folks were either burned out or lost interest. Groups like Take Back have altered the landscape and suddenly the contest is taken from the old paradigm to a crazy new (and wonderful IMO) place. Preorder sales took away customers biggest weapon in the past (i.e. don?t buy the product). Now customers who feel they have received poor value have been potentially re-empowered by the internet. Bioware/EA is feeling the full brunt of this thing while passion is hottest. They are deploying countermeasures faster than the old strategies ever would have ever suggested. To some degree, they are being outmaneuvered atm. But now it depends on how long the protest/outcry holds up.
Two more quick points and I?ll close. First, the Child?s Play movement was brilliant. Notice over the past few days how some of the most visceral detractors to the outcry have had to shift their vitriol from ?you?re spoiled selfish haters? to ?sure you gave to charity, but you are spoiled selfish haters.? Nobody is drinking that Kool-Aid. Better yet, some outlets are now saying ?maybe the game has problem but its still art? from the precedent message ?best game ever.? That won?t fly with the mainstream. If its one thing they know is that when ?art? hits the marketplace, it is a commodity, nothing more. You?ve changed the countermeasures from "unbiased" critics of the movement into drum beaters simply trying to get you angry. EA?s PR guys probably envy you (grudgingly) atm.
Second, don?t buy the only X people voted in the poll out of 1 billion customers, so they don?t care. That?s bunk. Are there "drum beaters" on both sides of this issue that just want to see controversy, sure. But if I was sitting in an office looking at that Bioware poll, I?d be reaching for a cigarette.
Finally remember, they have much more data at their disposal. They know how sales are going, how much time people are playing that are synced into Origin, etc. They will watch those numbers this weekend. If sales slow, watch for price cutting within 10 days (just over the two week US release date). It will mean that retailers are getting nervous and will slow new unit orders. As I?ve said before, this will come down to hard currency. If the protests start having an effect on that front, the response will come.
So yea. What do you guys think? (again, the whole post is worth reading, just follow the link at the top.)