Here are the slides from my GDC Online 2011 talk, “Dragon Age Legends Road to 100k Likes”. Talk description from the the program guide:
We live in a new world where borders between game developers and their players have broken down, where a Like can be more valuable then an ad campaign and where your fans can literally reach you 24 hours a day. In this metrics driven talk, Dragon Age Legends’ producer Ethan Levy explains the successes and failures of the game’s innovative pre & post launch social marketing strategy. From its MMO style Closed Beta program, to its fully animated trailer, to getting a Facebook game front paged on IGN, Dragon Age Legends was a game of firsts in the social gaming space.