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Community Management Training Session
- 1. Community Management Paris Master Class - June 2010 (Edited version for SlideShare)
- 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
- 5. Exemples • gPotato Europe : http://www.gpotato.eu • JeuxOnline : http://www.jeuxonline.info • NeoGAF : http://www.neogaf.com • Dofus : http://www.dofus.com
- 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 ?
- 21. The Community Manager Community Management PR Marketing Customer Support
- 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.
- 28. « Human » Tools • Use your users ! • « Helpers » (Exemple : Flyff USA) • « Moderators » (Exemple : Dragonica) • « Team Leaders » (Exemple : Dark Age of Camelot) • Rewards ? • Management
- 29. Tools Always ask these questions : • Is it relevant to your community ? • What is the time VS result ratio ? • Will this go against any PR/Marketing tools ?
- 30. CM in practice The 5 rules of Community Management : Rule I : Know your community Rule II : Communicate « One cannot not communicate » Rule III : Be Honest Rule IV : Don’t underestimate your users Rule V : Love your community, but not too much
- 31. CM in practice Common mistakes • Sending a CM into the lion’s den without proper preparation/support • Disregarding a community for another • Underpay/Underconsiderate the CM team • Celebrity syndrom • Being too close to your community
- 32. Watch the competition • Bungie.net • Capcom Unity • Sony’s Player’s Republic • Bioware Social Network • Ning • 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