By Teut Weidemann Vorstand CDV AG. Stand Verwendung bitte nur nach Rücksprache:
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1 By Teut Weidemann Vorstand CDV AG Stand Verwendung bitte nur nach Rücksprache:
2 What is a Community? Couple of geeks meeting virtually* to talk about a specific topic or product >200 people social substructures start to build From there communities behave strangely and controversal to traditional marketing experience
3 Community Attributes Anonymous Invisible unless they participate Members fluctuate a lot Grown Communities live for a very long time Our Panzer Elite Community lived for 8 years And would have longer if not killed by publisher The Soldner Community lives since 2001 Community even controls webspace and product!
4 Of what use is this then? How do you talk to invisible anonymous people?
5 What you need A Portal (Webspace) A Good News plan A Forum Hard skin: Marketing will interfere Community Manager(s) Forum Moderator(s) Hard Skin 2: Communities are ruthless
6 The Portal Traditional Marketing is enemy to your Community
7 Portal: Your Webspace Easy Url (Mischief-in-Heaven-The-Game.com is NOT easy!) FAST Load Speed Internet is global Modems are still out there! There IS a standard Community layout! Don t go too far from there Categorize, 3 Click Rule Lets look at some examples
8 Good Community Sites Categories: Product Information (Features, Media, Links) Community (Forum, Chat, Fansite Links) News (from you and other sites)
9 Product Information Categorize here, subdivide Easy Layout (did I mention fast loadspeed?) List unpublished info as? Otherwise it looks too small at start Don t advertise. This is marketing, but marketing talk will shy away visitors! Hint: Community is NOT stupid Do not say it all at start. Otherwise you have nothing to post at launch Release bit by bit, post as news Lets see how...
10 The News No News is even worse than Bad News
11 News Postings News Posts is your tool to draw visitors to your site News need to spread: mail them to the world Collect sites of interest to your product Establish personal contact whenever possible They are your community too! When you post and , why don t they post it? Because news is old, you posted them already! This means: Let them post FIRST, give them lead time
12 News - How to #1: Prepare news - the Write a time and date WHEN you will post the news on your site Do NOT post early! Otherwise it is old news and they won t post it on their site! Make sure media links point to your site, don t send media with it #2: news to all sites you find #3: Release News exactly at the time you mentioned Hint: Time is global, mention what time you mean :) Evaluate: check all sites who post. When, how, and if Make statistics how effective the site is. If it is an important site contact them and ASK Establish personal relationship to important sites
13 News - On your site When you post on your site sign the news People need someone to bash on! If possible leave link to comment (link to forum or comment system) If you post media include a reduced sample. Pics are worth a million words News mailed on fridays have less coverage! News mailed on tuesdays are best (as mondays are too crowded) And yes, people read the net during business hours! If you post twice a week pick Tuesdays and Thursdays Exclusives are good on weekends though! Tricky: Worldwide news and release TIME
14 News - What you get Other sites post your news: You get first time visitors to your site through those links <5% of their visitors click your news <5% of those visitors stick and return ONCE They return within 5-7 days of your posting If your site doesn t offer something new by that time they will never come back! This means: update often (bi-weekly best) Alternate news type (game info, links, media etc) News which aren t mailed count as well ASK yourself: if you gain 0.x% for big news, how long does it take to build up your community?
15 News - Types Game Information Features Game Features in detail Unit/Weapon/etc lists posted or expanded Remember? Don t post all at once, even in sub categories Scenarios, Maps, Settings Community tools like editors, mods, script languages etc. Media Screens, Music, Ingame Videos, Trailers, Wallpapers, Fan Site Packages, Background stories, Artworks, the possibilities are endless Remember: someone needs to create all these! Links: previews, reviews, Q&A s, links to exclusives for other sites, links to new fansites Activities: Dev Chat, Competitions, Exclusives for forum users (see below) Many more, check good community sites what they do!
16 News - What it means for you You need to create a shit load of assets You need to plan ahead You need to subdivide your product into categories you can news about Categorize: Prime News (Game Features anounced) Content News (Weapons, Vehicles, Classes etc.) Categorize! Ie. Pistols, Sniper Rifles, MG, Grenades, etc. Media News (Screens, Videos, Music) Even categorize Screens! (by setting, game mode, class, etc.) Categorization multiplies your ability to post news and draw visitors!
17 News - Category Timing Daily: Minor news (ie. links to other sites) Weekly: Media (ie. Screens) Monthly: Major Game Features, Trailer, first timers First Timers: whenever you do something first First Ingame video First Screens of a setting never seen before First Trailer First Music etc etc. Update old monthlies in weekly news Ie. New Sniper Rifles anounced
18 Sample Categorization For Söldner we even categorized Screens Summer, Winter, Autumn, Underwater Soldiers (classes), Vehicles (types, ie. Helicopters, jets, tanks, transports) Game Features Exclusive Packs for important gaming sites Exclusive Packs for Magazines (we can post them too after the magazines release) Game Features (Gestures, Advanced Destruction System etc.) All in all we had over 20 categories which allowed us to post News with new media assets over 20 weeks time Add other media type categories and we were able to post something new for 2.5 years time!
19 News and Project timing News change by Project state: Pre Release create news hype as mentioned Release previews, reviews release timing (when, where) Demos (single Player, Multiplayer, Languages) At this point you loose control of your news plan! Post Release Reviews Patches New Media Problems (yes, even post about those!) News means total but controlled transparency to your project
20 News Honor Be recent and on time 4 hour news are OLD news Bad News MUST be posted asap, even if it means 3am at night! Did I mention time zones? It is your community, don t let others steal it Link to other sites news but make sure the other sites used YOUR links Be Honest, even if news are bad Broken Patch? Tell them NOW and tell them what you do about it Too many bugs? Tell them! (remember what Gothic3 did?) Can t provide an answer? Tell them!
21 News Honor Remember: Communities are worldwide Post in different languages simultaneously! Multi Languages - How? Use a news system You can place news in your language and timestamp them when they will be released Meanhwile a translation service can translate on time Timestamp means you can post even at 3 am (see what I mean?) With Söldner we posted news in English, German, French and Japanese worldwide at the same time! (well almost...)
22 The Forum The Key is invisible Management
23 Forum - some Facts Inside the Forum your best asset is very close Ie. YOUR Community Members They are there because they like your product They post because they care They are human beings And yes, some of them know their stuff better than YOU! Use easy to use Software and Standards Don t develop your own unless you have to (MMO s) All can read, but let them register to post Give them space: let them talk about other stuff too They are a social structure after all Did I tell you that they are human beings?
24 Forum - some Facts Less than 5% of your visitors will ever post 20x more will only read (ROM s, Read Only members) This means your Forum becomes an uncontrolable voice to your community! It is important to control the Forum. But: Moderate, don t censor! Competing Products are ok, remember users don t want to be censored You fucking idiots! is ok as well if they mean YOU and not other members! Guide the community, don t over control
25 Your enemies at the gates Make your enemy your best friend: Contact them! Adress them personally (forum is best) LISTEN. There is a reason they freak out React, give him feedback personally They will become your most valuable asset They even will do the work for you afterwards! Some of the biggest fans of my games have been the biggest critics of those projects!
26 Forum - a virtual Game Let members personalize their entries (signature, pictures) Additional goodies like chat, ranks and minigames are ok if they are in relation with your product Be honest. Never lie. Even if the truth is hard for you Give them exclusives, they are after all your most important visitor! Competitions inside forum only Some assets ONLY for forum users and link to them via the news page, dont them Listen. Give feedback. Integrate them into your project! Some of the most important features of my games were integrated due to forum feedback and analysis!
27 Forum - a virtual Game Most important: give them a HERO within your company. Their contact to the enemy He full fills promises (and do so, otherwise you loose members!) Let News posters answer questions about his news (remember I told you to personalize news?) At Best is the hero posts news too! This person is called Community Manager (or CM) Note: Moderators are placed beneath The CM must know it all but need to know what he can say The CM must be the one who knows when and which info is being released So he doesn t destroy your News plans! In other words: The CM is key and knnows it all A good community manager is worth millions in advertising money! Those guys are hard to find, mine was stolen by Blizzard
28 Special Case: MMO s Massive Multiplayer Online Games need rigorous control
29 MMO Communities MMO communities are the most challenging task to control Everyone in the company needs utmost control over what they can say Best is that no one says anything but the dedicated people Community Managers talk to all openly Customer Management talks to ONE privately GameMaster talks privately to ONE in game Rule Bible: what everyone can say and what not All questions and answers are listed here Reason: identical questions MUST have identical answers! Now try to fit forum Moderators, PR and Marketing in here and a War inside your company will start This is too complex for here. I will talk about this another time
30 CM is Marketing? Community Management is Marketing But traditional Marketing doesn t get it
31 Marketing belongs to... Divide territories: traditional print marketing vs. Online They can work together But you need lots of communication And a good plan everyonen sticks to Control marketing by providing assets on time, not sooner :) Online Marketing/Community Management must be in house It doesn t work otherwise Reaction time is too slow They have other stuff to do which might interfere Ie. You need dedicated online marketing people per product Leave Marketing exclusives for print But reuse after release of magazine Leave last minute exclusive feature for reviews! It will gain you 3-5% at least! Reviewers know your product... Give them something new to talk about
32 Famous last words Community Management is more than Marketing It is a SERVICE to your customer!
33 Questions & Answers Lets play Community Management in here
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