This document summarizes a presentation on community management. It discusses what communities are, examples of gaming communities, and the lifecycle of gaming communities. It describes the role of community managers in linking users to game operators. An effective community plan includes understanding the target community, setting objectives, choosing tools, and being prepared for changes. Tools for community management include forums, social networks, videos, and using community members as helpers or moderators. The key rules for community managers are to know the community, communicate honestly, not underestimate users, and love the community without becoming too close.
How to Gain Market Intelligence Through CommunitiesAcquia
User-generated content can make or break your B2B or B2C business. In fact, Forrester’s most recent “Social Depth Platforms” Wave™ reported that “user-generated content favorably influences buying behavior...business-to-business companies are increasingly investigating how to use ratings and reviews to influence purchases.”
Despite these findings, many organizations continue to allow 3rd party vendors to control user-generated ratings and reviews, rather than creating their own social communities. Herein lies an incredible opportunity for organizations to make a significant business impact and take full ownership of their brand’s social identity.
By building online social communities, organizations can take control of customer interactions, gather strategic data for future campaigns and initiatives, analyze what drives their B2B and B2C consumers, and reclaim their social identities to streamline their overall brand experience.
In this webinar, you will learn how to:
- Create a scalable and engaged social community
- Identify key brand influencers and leverage user-generated content
- Increase your brand’s social activity
- Convert social activity into sales and marketing opportunities
- Use Drupal Commons 3’s market-leading toolset to manage, analyze and optimize your social communities
How to Gain Market Intelligence Through CommunitiesAcquia
User-generated content can make or break your B2B or B2C business. In fact, Forrester’s most recent “Social Depth Platforms” Wave™ reported that “user-generated content favorably influences buying behavior...business-to-business companies are increasingly investigating how to use ratings and reviews to influence purchases.”
Despite these findings, many organizations continue to allow 3rd party vendors to control user-generated ratings and reviews, rather than creating their own social communities. Herein lies an incredible opportunity for organizations to make a significant business impact and take full ownership of their brand’s social identity.
By building online social communities, organizations can take control of customer interactions, gather strategic data for future campaigns and initiatives, analyze what drives their B2B and B2C consumers, and reclaim their social identities to streamline their overall brand experience.
In this webinar, you will learn how to:
- Create a scalable and engaged social community
- Identify key brand influencers and leverage user-generated content
- Increase your brand’s social activity
- Convert social activity into sales and marketing opportunities
- Use Drupal Commons 3’s market-leading toolset to manage, analyze and optimize your social communities
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This presentation was given by Amy Sample Ward and Bonnie Koenig at the 2012 ASAE International Conference in Washington DC. Learn more at http://amysampleward.org and http://goinginternational.org
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Five Social Media Tips for Higher EducationSparkroom
Social media is on the rise. In fact, three-quarters of adult internet users communicate through social media. To continue reaching potential students, colleges and universities need to include social media in their marketing strategy. In this presentation, we review current market trends and how colleges and universities can interact with current and potential students through social media venues.
Capitalising on the social media movement - IHRSA European Congress October ...Ray Algar
This is a copy of the combined presentation delivered by Ray Algar, Jon Moody, Gianluca Scazzosi and Rasmus Ingerslev at the IHRSA European Congress held in Barcelona during October 2010
Building and Nurturing Global Online CommunitiesAmy Sample Ward
This presentation was given by Amy Sample Ward and Bonnie Koenig at the 2012 ASAE International Conference in Washington DC. Learn more at http://amysampleward.org and http://goinginternational.org
Presented to large audience of Arts College girls. Shared my Success Story using Social Media. Guided them how they can use social media and build business and Career.
Updated High-Level guide to marketing games in 2018. The intended audience is game studios with a small budget, but much of this applies regardless of studio size. The focus is on marketing, community and social media versus advertising.
Univ. of AZ Global Racing Symposium 2015 - Digital Strategiessmfrisby
Provides a high-level view of how organizations can leverage Big Data in the digital space. Covers topics such as structured vs unstructured data, curating disparate data sources and exploiting the data correlation opportunities.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
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Kyiv PMDay 2024 Summer
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2. Me – Julien Wéra
• Marketing / Public Relations (France & Canada)
• Gala Networks Europe ( gPotato Europe )
• PopCap Games International
3. Planning
Morning
• Communities and Community Managers
• The community plan : Why and How
Afternoon
• The Community Manager in its organization
• Community Tools
• The 5 rules of Community Management
• Communities in Practice
• Open Q&A
4. What is a community ?
« A group of individuals gathering somewhere
to exchange on a particular topic »
• Common social behaviour
• Existed before Internet and will evolve with technologies
• Pioneers : Porn and Dating communities
• « Community Spirit »
• Networks and Meta-Communities
6. Gaming Community Lifecycle
Communities are social entities and can be compared to
living beings.
Pre-Launch
-Early adopters
-Feeds on PR/Marketing
-Mostly positive
-Establishment of the
social structure
Going Live (6-12 month)
-Broad public attracted
by marketing and word
of mouth
-Feeds on game content
-First major
disappointments and
changes in the structure
-Test of fire for the
established rules and
staff
Ongoing
-« Elders » and
« Newbies » form a new
social structure
-Regular changes based
on content and
competition
-Urgent need to « feed
the beast »
-Community migrations
to competing games
7. Community Migrations
« Players come for the game, and stay for the
community »
• Social rules, codes and languages move from a game to
another
• Can’t keep the community home ? Control the migrations
– Portal logic
– Consistancy between community rules
8. Why are communities important ?
• Retention
• Acquisition through word-of-mouth
• User generated content
• Suggestions/Feedback : Co-Development
• Brand/Game image
If you disregard gaming communities,
backfire can be painful.
9. The Community Manager
• Link between the users and the game
operator
• Bears the image of the company
• Inspires trust and respect
• His role : « Feed the Beast »
– Educate
– Inform
– Entertain
10. Hiring a Community Manager
Recommended skills :
• Communication :
– Oral communication
– Written communication
– Languages
• Knowledge :
– Gaming
– Media
– Social Networks
• Experience :
– Community
– Media
– Development
• Technical :
– Video editing
– Blogs/CMS/Forums
– Image editing
11. The Community Plan
• Similar to any communication/marketing
plan
• Definition of the targets, strategy and major
milestones
• Coordination with CS/PR/Marketing
departments
12. The Community Plan
Part I : Market Study
• Who are you ?
– Developer, Publisher, third-party ?
– Structure SWOT analysis
• Who is your community ?
– Already established or brand new ?
– Who are they ? What do they like ? How do they communicate ? Where
do they hang ?
– Coordination with the PR/Marketing departments to forecast community
changes
13. Exemple : Star Wars TOR
-Importance of the lore
-Might not be gamers
-Strong, broad and old
community
-RPG fans
-Console + PC players
-Mostly solo experience
-Storyline-driven
-Existing community
-Different time and
experience
-Different developer and
publisher
14. The Community Plan
Part II : Objectives
• There can be no performance evaluation
without objectives setup in advance
• Why was the CM hired ?
• What do you want to do with your
community ? Where do you want to go ?
• Objectives should be tied to schedule
15. The Community Plan
Exemple of objectives :
Pre-Launch :
- Establish and regularly update dev’blog
- Fully setup community website
- Define and establish behavior rules
- Etc.
6 month post-launch :
- Organize monthly community events
- Identify community leaders
- Enforce community rules
- Setup structure for community feedback
12 month post-launch :
- Renew community website following feedback
- Gather team of volunteers
- Etc.
16. The Community Plan
Part III : Choose your weapons
- What tools are at your disposal ?
- Which ones do you know how to use ?
- Which ones do you know ? Which should you
learn ?
- Which ones are relevant to your community ?
To your objectives ?
- Cost VS Use calculation
17. The Community Plan
Part IV : Schedule
• Community schedule is tied to :
– Choice of tools
– Development schedule
– PR & Marketing schedule
– Objectives
• Always keep your timeline at hand
18. The Community Plan
Part V : Change everything
• Nothing ever goes according to the plan
• Plan reevaluations of your plan at every
important milestone (Closed beta, Open
Beta, Release, First Expansion, etc.)
• Be prepared for the change
• Flexibility is the key
20. The CM in its organization
• CM is at the crossroads between customer
support, PR and Marketing
• Where are community managers in your
organization ?
22. Community & Customer Support
• Direct line of communication
• CS : One-to-One communication
• CM : One-to-Many communication
-> One message for all departments
• Crysis management
23. Exercice : Crysis Management
Situation : « Server Down »
1) Go check on the source of the issue (IT/Dev)
2) Go check on the messaging (CS)
3) Announce the messaging to the users
4) Organize the chaos
5) Give regular updates
24. Community & Public Relations
• One message for all departments
• Journalists are part of the community too
– Exemple : EVE Online and Canard PC / Dark Age of Camelot and Joystick
• Fansites VS Media ?
– Suggestion : Fansite is directed only to existing players, where media are more
generic
• Rise of Web 2.0
– « Borderline » media : Video channels, blogs, general forums, social
networks, etc.
• Game shows
25. Community & Marketing
• One message for all departments
• Marketing push bring community changes
• Community-driven marketing
– « Paid » referrals
– « Invite a friend »
26. Tools of Community Management
What tools do you know/use ?
– Dev’Blog (Exemple : The Behemot )
– « Role Blog » (Exemple : Far Cry 2)
– Community website
– Official website
– Forums/Boards (Have it or not / Rule of 25/5)
– Social Networks
• Facebook (Ex : Team 17)
• Twitter (Ex : Deadspace)
• Internal SN (Bioware, gPotato’s Ning)
27. Tools
– Video Channels (Youtube, Dailymotion, Other)
• Ex : Ubisoft’s Youtube, gPotato’s Dailymotion
– Fan Site Kits
– Newsletters
– E-mail
– Instant messaging (MSN, other)
– Podcasts
– Wikis (Ex : Lord of Ultima)
– Etc.
33. CM in practice
Online Resources :
• Gamasutra articles : http://cpc.cx/174 &
http://cpc.cx/175
• Community Managers Group :
http://www.communitymanagersgroup.com
• List of resources : http://cpc.cx/176
