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Vom smokejumper zum cm 1

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Vom smokejumper zum cm 1

  1. 1. Vom Smokejumper zum CM 1.0 Online Community Management - Games Der Wandel des CM in der GF mit lessons learned © by Eiko Isler
  2. 2. Intro• Eiko Isler Lead of Community Management at Gameforge• seit 2007 bei der Gameforge• Seit Mitte 2010 Lead of CM - Web Games• Xing: Eiko_Isler• LinkedIn: Eiko Isler• Twitter: Muhawia
  3. 3. Übersicht1. Allgemeines (CM in Games, warum Fails und Best of)2. Situation 20073. Fail Compilation I4. Fail Compilation II5. Win Compilation I6. Win Compilation II7. Situation 2010/118. Ausblick 20129. Danke10. Ende11. Q&A
  4. 4. Allgemeines 1/2• CM in Spielen ist grundlegend nicht anders• Merkmal Verhalten Facts dazu: - Haben gemeinsame Ziele im Spiel - Verbringen oft Nächte miteinander - Teilen sehr viel Privates - Als Teil einer großen Gemeinschaft in der Community
  5. 5. Allgemeines 2/2• Binnen eines Jahres fast die gesamte Palette – Geburt, Freude, Beziehungen, Leid, Tod• Deshalb sind Spiele Communities anders• Nur positiv, wenig negativ• Lerneffekt• Unsere Wins
  6. 6. Situation 2007 1/2Etwas statischer aufgezeigt, hier ein paar Zahlen, wie wirverschiedene Elemente prozentual gewertet haben.• Community Management 10%• Support 40%• Moderation 20%• Gamedesign 10%• QA 20%
  7. 7. Situation 2007 2/2Dazu kam noch:• Übersetzungsarbeit, Businessdevelopment, PR, Marketing, etc.• Wir waren 10 und jeder mit bis zu 20 und mehr Communities• Knapp 2000 ehrenamtliche Helfer in der ganzen Welt• Fast keine Zeit für Community Management• 16 Stunden-Tag war normalDas wollten wir ändern.
  8. 8. Fail Compilation I• Ein CM versucht die Diktatur - Comm offen diffamieren• Weiblicher CM auf arabischen und israelischen Comms• Kreuze in Spielen für arabische Länder• Vorgaben von Regierungen• Macht korrumpiert
  9. 9. Fail Compilation II• Ehrenamtliche Helfer als Polizei der Community• Unterschiedliche Regeln je Land• Fanseiten offline drohen• IP Sperre - Siemens, AOL, Italien• Facebookwall mit 4500 Kommentaren unmoderiert lassen
  10. 10. Win Compilation I• Aus Keyplayern werden ehrenamtliche Helfer• Gewicht der Worte eines CM• Bindung der Helfer und Kunden nicht nur an die Marke• Hoher Loyalitätsgrad der Helfer• Lifecycle der Customer erhöht• Ruhiger Schlaf
  11. 11. Win Compilation II• Community Events in ganz Europa und darüber hinaus• CM’ s werden verteidigt (fühlen sich trotz vieler Comms gut betreut)• Umsetzung von „lesson’ s learned“ (Lob und Kritik - Diskussionen)• Workshops für ehrenamtliche Helfer zu Produkten und Jobs• Ehemalige Kunden = Mitarbeitern• Social Media - Genre Themen
  12. 12. Situation 2010/11• Community Management 40%• Support 25%• Moderation 25%• Gamedesign 5%• QA 5% • Trennung von QA und CM • Trennung von CM und Support • Twitter, FB, Blogs • Erste Schritte und Ausbau in SocialMedia (M2, NT, BF, BK) • Aufbau Fanprojekte • Mehr Transparenz • CM Richtlinien
  13. 13. Negative Wahrnehmung• Ungeeignete CM‘ s werden mehr• Einstieg ohne Ausbildung oder Studium ist einfach• Mangelnde Überzeugung• Fehlende Freude und Spaß• Keine Belastbarkeit und schnelle Frustration – Demotivation• Qualitätsverlust
  14. 14. Ausblick 2012• Engagement mehr im Bereich des O-SM• Klare Abgrenzung im Bereich CM, Social Media, Redaktion, Marketing, etc.• Übernahme von Community Richtlinien nach Beispiel von Last.fm und Partnerbörsen• Konstante Erhöhung des CM Anteil• Engagement auf anderen Plattformen (Antworten, ohne zu werben)• Öffnung unserer eigenen Plattformen• Mehr Schulungen inhouse und extern• Erhöhung der Qualität (auch schon bei Einstellung - Test)• Kleine Vortragskonferenz zwischen GF und Frogster (wie ein Barcamp)
  15. 15. Danke• CM ist immer eine Gemeinschaftsarbeit, so auch diese Präsentation Besonderer Dank gilt:• Martina Müssner, Teamlead CM at Gameforge LinkedIn: Martina Müssner• Kai Koopmann, Teamlead CM at Gameforge LinkedIn: Kai Koopmann• Stephan Geuking, Lead of CM at Gameforge LinkedIn: Stephan Geuking• Martin Rabl, Head of CM at Frogster LinkedIn: martinrabl• Edelmann Interactive GmbH http://www.edelmann-interactive.com
  16. 16. Ende Präsentation auf Slideshare:Kontakte, Austausch, Meinungen Vielen Dank!

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