Когда мемы беспомощны: тонкости работы комьюнити менеджера

Author: Maria the Dark, Komyunity Manager ZIMAD

• Let's figure it out. What indirect actions can KM perform to attract an accidental audience?
• good, interaction tools are ready. What's next?
• Is there something more ultimate?
• Expand the horizons
• We will summarize

_ Each of you, reading the news of the gaming industry, has repeatedly stumbled upon the mysterious phrase “ community manager ”. There are many different opinions about what these people do. Someone believes that they are moderators, mercilessly blocking aggressive commentators, others that the work of KM’A is to regularly post funny pictures. Today we will share the details of the internal cuisine of the community management and find out what role people of this specialty play in the company. _

Community managers are unnecessary heroes of the gaming industry. Whenever something goes wrong, they are on the forefront, at the point of contact with all the disappointments of the community, which can lead to the escalation of the situation to the absurd level. The community manager is not only the brand’s public face, but also the contact point that is also a point of contact, which is also a point of contact, which It connects a team of developers with its players with the ultimate goal-to make the best games for everyone.

Many are mistaken, thinking that the profession of a community of a manager is about posting funny pictures. First of all, this is the construction of fragile, but very important communications with people. And it is not only about the core of the audience, which is somehow interested in your product, but also about people who can be potential members of your community , they are also an accidental audience. How to work with them? How to attract them? And what mistakes should be avoided? Maria of the Dark, the community manager of the international gaming company ZIMAD shares its history.

Let's figure it out. What indirect actions can KM perform to attract an accidental audience?

KM’A can (and you need!) To develop tools for creating a referral network, sundress radio, involvement through the community. All these tools will necessarily help attract random audience in the future.

For example, within the community you can make activity that will allow you to attract friends of friends-those same people passing. This is the content plan and the viral content that people share in the tape / on the wall work, thereby attracting the attention of other users.

There is no need to be afraid to allow the KM’A to develop, being at your experience, he will tell you what methods to use to call the players to the game of his friends and how to encourage them for this. Km can share advice on important buttons with connecting social networks, groups, guilds, etc., which will undoubtedly be useful inside the game.

good, interaction tools are ready. What's next?

Then the real games of the mind begin. You must think like your potential random audience. What can attract them, hook, interest them? Who are they, what they are fond of, what “wounds” can we heal, what “strings of the soul” can we hurt? But the most important thing is that they might make them want to become part of the product?

If we talk about more mundane tools, first of all, your task, like KM’A, try to satisfy the needs of all participants-including those who accidentally looked into the community.

Try to fall under the wishes of such a group of people. Due to the active audience, you can show how much your friendly site is and, what is happy for everyone without exception. Make it clear that you are loyal, and your product really has a value. In addition, you are ready to be generous with pleasant in-game bonuses and gifts. It is necessary to serve the material so that it can hook a random user. Remember the rule of “three seconds”-this is how much time is allocated in the news feed for each record. In these three seconds, you should pay attention to the potential future participant.

Is there something more ultimate?

Yes-this exists (and if budgets allow). An excellent tool to attract a new third-party audience-collaboration and incredible partnerships. For example, in 2021, we entered into a contract with Disney, which gave us many new opportunities! It is no secret that the products of Disney and its content are loved by millions of people around the world, many of whom are not indifferent to our product.

Expand the horizons

When I think about communities, I think about something sincere and elevated. About the feelings and mood of people. I recall the story when our hit Magic Jigsaw Puzzles turned 10 years old in 2021. It was a special event and it was important for me that each user felt it-not only a member of the community, but also passing by. We invested a lot of time and effort and prepared real branded puzzles for 1000 pieces in a beautiful gift box as prizes. They were played out in a global competition, the condition of which was to write their own history of acquaintance with the game and tell how it influenced the life of the user.

That was incredible! A huge number of people came under this post, who wanted not only to talk about how they began to get involved in gathering puzzles, but also to express words of gratitude to our whole team. They wrote people who were not previously involved in the dialogue within the community, and the majority even did not matter whether they would win a set or not. In addition, random people who were inspired by numerous stories of our players and became interested in our product looked at us. Personal stories-a very strong tool for attracting and activating the audience.

Another vivid example is associated with our project “Dig out”. We had a very important update, a new mechanic was presented in the game, and with it a new character. A little background: once we wrote a 8-year-old boy named Simon, originally from Italy. He sent his drawing, which depicts a character with a wish to introduce him into his favorite game. Some time passed and our game designers decided to fulfill the dream of a little boy: in this way, a character named Brox appeared in the game. It was around him that the whole new mechanics of attracting was built.

We told our community this story, and Simon was given Box for free in his collection of characters in the game. This story quickly dispersed through the community and attracted the attention of third-party caring people. After all, any enthusiastic player in the soul is a gamemerator, and we try to give the opportunity to contribute to the game as far as possible to each of our users.

Another story that I recall with a smile is as one, at first glance, the most ordinary post attracted great attention to a third-party audience that did not even know about our project Magic Jigsaw Puzzles.

One illustration. One witty offer. This turned out to be enough for the post to instantly become viral, and more than 7 million people saw it. I will not hide that many new subscribers flew to us, who eventually chose to stay with us. Humor content is an excellent tool for attracting new users. But experiment with this carefully.

We will summarize

The work of the master in communicating in the community management has a greater creative orientation. The main goal of working with target audiences should be the creation of a unique atmosphere for their subscribers, here you will need high communicative skills and the ability to work with a negative (that is, to be an intuitive psychologist or a specialist in this field).

Man-O-Orchestra is not a curse, this is your essence as km’a. Your position implies excellent inclinations of the PR manager, the “soul of the company” and the event manager. You must be able to work not only with the core of the community, but also to be ready to meet a new audience, doing everything in order to maintain its interest in you and your product.

Meet your new subscribers. It is not necessary to actively communicate and start friendly relations, because the community may also have a million subscribers, but a personal greeting will not be superfluous. Interesting content. Make sure that the filling of the page and topics for discussion becomes truly bright and fascinating and could interest the random guests of your community. Project news. Talk about the company's novelties, updates inside the product or some important corporate events with a mild and affordable language so that they are remembered not only by loyal users and interested, audience. Follow the reaction of the community participants. Comments, likes, exchange of links-these are the tools that your subscribers vote for or against-among them there may be third-party users. Create more points that require a live response of subscribers. A good community helps to feel involved in all members of the group. Maintain the reputation of the brand / project at the highest level. From the point of view of the company-this is the main goal of the community. The task of the community manager is to balance on the verge, skillfully supporting both sides. He tells you subscribers in a good man-it means more likely that you will be noticed by new potential users.

Remember that for the successful development of the project it is necessary to constantly improve. Conduct experiments, use the most accessible resources and generate content interesting to users. And then the number of fans of your product will increase along with financial indicators.