In an interview with Joystiq, Chris Paladino discussed forming the new company, its plans for world domination, Microsoft's decision to dismantle his team and the overuse of Twitter.
Let's start by re-introducing you to the Joystiq community. What's your name, and what do you do?
My name is Chris Paladino, you guys may know me from my previous role on the Xbox Community Team. Our team ran the Gamerscore Blog, and were one of the ways that Xbox spoke directly to the customer. We had a focus on bloggers, and community sites. We hosted meet-and-eats, and ran things like the Microsoft Booth at PAX, C3 @ E3, and the TGS Community Party.
As you may know, our team was let go in the MS layoffs in January, but we wanted to continue what we were doing at Xbox, and Tony, Nelson and I formed Promethium Marketing -- to continue the type of work we enjoy, with the people we love to work with.
"We understand [Microsoft's] business decision, but we respectfully disagree with it." |
The days of PR broadcasting one-way information are gone. You need to talk with your customers - websites, blogs, even instant messages - are all ways to have a conversation. It's inexcusable for a technology brand, based around social features, to talk at their customer without listening in return.
I know some companies will take years to accept this, and they'll still sell units with the old techniques, but customers are losing patience with brands that don't listen. Eventually, all the success will go to the companies who are willing to participate in the conversations that customers want to have.
What was your mission as the GamerScore Blog team at Microsoft? How do you felt it helped the brand?
We had an experimental team at the Gamerscore Blog, creating content relevant to our audience. In English, we bridged the gap between PR/Marketing at Xbox, and the enthusiasts/blogs/community.
Before Nelson and I came on board, John Porcaro and Tony Hynes had relationships with a few small blogs that were not big enough at the time to get much PR attention. Now, a few years later, blogs like Joystiq, Kotaku, Ars Technica, and Destructiod are where most gamers I know get their news.
The landscape changed quickly – its still changing, but Microsoft set the standard (along with companies like Electronic Arts) in engaging an audience, and having a two-way conversation.
Xbox LIVE played a large role, but I also think that our team and the people we worked with, like Arne Meyer and Steve Cherrier for example, helped Xbox fans spread like wildfire.
We're not the only reason, but when you look at the overwhelming volume of pro-Xbox communities on the web, its an honor to have been part of Xbox's success this console cycle.
Promethium staffers Nelson Rodriguez (left), Chris Paladino (center left) and Tony Hynes (far right) network at GDC
Microsoft has always prided itself on being community oriented, how do you think the company is fairing now that a large part of its community team is no longer with them?
Microsoft is a big company, and we know that many employees believe in the types of community experiments we were working on.
As for Xbox specifically, I think some of the leaders feel they have a pretty good handle on the hardcore gamer, and have turned the majority of their attention towards a more broad audience.
We understand their business decision, but we respectfully disagree with it. You can expand your audience without giving up the core traits that helped you at launch. We also know that community investment is better ROI -- especially in a down economy.
"The press release is a classic example of how a lot of our industry is still in the old mindset." |
Nothing short of iron-fisted world domination. ;) Between now and then, though, Promethium Marketing is a digital marketing and social media company focused on core video games.
We created Promethium to continue doing what we love – sharing kick-ass video games with like-minded gamers and using our experience in video and blogging.
We have a dream to help change the industry one press release at a time. The press release is a classic example of how a lot of our industry is still in the old mindset. Most press releases are formulaic, and obviously written by people who have never played the games they are trying to excite you about. That's unacceptable to us.
How will your previous experience with Microsoft help build Promethium?
Microsoft gave us freedom to experiment in an unproven space. We've managed the Xbox presence at PAX, created web video series that got hundreds of thousands of views -- thanks for the links by the way -- and really pushed the boundaries with how transparent we could be with our blog posts. In some cases we got in trouble for giving our personal opinion, but we wanted our customers to know that we weren't drones. I think it helped us promote games we believed in, because people trusted us.
Microsoft is also a highly competitive place, so you really get sharp, just trying to stay a step ahead. After doing this for several years, we have a playbook of what worked, and what didn't.
How is Promethium different from other companies that focus on building a relationship with brand evangelists and regular consumers?
