When people ask what is the role of a community manager, the most common answer we hear is that they spend alot time surfing on social media without understanding the real purpose. Since this profession did not officially exist a few years ago, varies from one company to another, and is still constantly evolving, it is only normal that one might not recognize its true value.
Here at Ludia, we understand the value that our Community Department brings through their everyday’s hard work engaging and exchanging with the passionate fans of our games. So when we hear that the most common vision of their role does not do them justice and is so far from reality, we decided that it’s time we highlight the important work this department is doing on a day-to-day basis. Without further ado, here’s an introduction of the vibrant Community Management team and a brief breakdown of their mission!
Community management: the complexity of a “new profession”.
Social, digital, creative and engaging. These 4 words might give you a first glimpse of what lies at the heart of the work of our community managers. But it would be a lie to tell you that this complex and constantly evolving profession can be reduced to just a few words. The reason why it is so complicated for many people to understand this position is that it is relatively new and the community managers work in a very fast paced environment.
If we were to give a general outline of it, the basic mission could be summarized as: to continuously improve retention by creatively and effectively animating, engaging and interacting with the communities, and to sustainably increase digital and social fingerprint for Ludia and its games. The focus is to foster strong relationships with our communities and to create a bridge between fans and developers. All this will create a virtuous circle of exchanges for the good of both the games and the communities.
The keyword is engagement. Every idea that will be thought of and creative material created will serve this goal. Engaging can take many forms: entertain, inform, surprise, interact, share, value, reassure, praise, etc. Engagement will have an effect on the community’s dynamic, attraction and retention for the game and dedicated networks.
The main functions are organized around different axes:
– Monitoring the latest trends (industry, competitors, other brands, top trends)
– Creating appealing content
– Brainstorming for ideas to tease, build hype and excitement
– Scheduling and planning the content according to a precise calendar (while remaining reactive and up to date with new trends or news)
– Interacting and engaging continuously with the communities
– Interacting and fostering relationships with Influencers, Content Creators and Ambassadors
– Analyzing and optimizing the performances of strategies and publications
– Sharing good practices but also failures to allow the whole department to move in the right direction and learn
All these steps must be thought of for the different platforms because each one of them will have its own social strategy, content to focus on and technical constraints. The main platforms managed by our team are :
– Official Ludia Forum
Of course, according to the different trends and the emergence of novelties, new platforms can be explored (like TikTok). In any case, the team always makes sure to be present wherever our communities are, more or less intensely.
And this is done for all our games! You see, no time to wander around really 🙂
The vibrant team of Community at Ludia
Being a great community manager requires several essential characteristics such as having strong writing skills, being creative, attention to details, curious, a tiny spark of adventurous spirit and knowing how to learn from success but also mistakes. One thing to remember, according to Marcus Tan, our Head of Community Management, is that “there is no magic formula in community management”. It’s a job of constant learning and that’s what makes it such a stimulating role on a daily basis!
When we take a look at Ludia’s Community team, beyond professionalism, several things stand out. First the energy, the positivity, the vibrant side and the brains of its 6 members always bursting with new and greater ideas. Then the feeling of trust, openness, transparency and sharing that are so very present among the team.
All members evolve with a common goal and the desire to make the games and the whole team shine. No solo work here, no one hidden in a tiny corner. Yes each member has his/her own communities to manage but sharing is one of the most valued elements. Thanks to the follow-ups and weekly meetings, more or less formal exchanges on the latest trends, ideas to try or develop and the sharing of the latest victories and failures, our community managers nourish their minds and inspire each other. They help each other and combine their strengths to overcome obstacles and difficult situations together.
Everything changes very fast in community management. Trends, codes, what is considered creative, what becomes outdated, everything can go on and off in the blink of an eye. The team must therefore be insanely reactive and always on alert. The main challenge is to succeed in creating engaging content that will delight fans while capturing the attention of a new audience. In order to engage the communities successfully, it is a complex work to stay creative, inspired and as possible to try not to reuse the same content. It requires good capacities of adaptation and the ability to identify key indicators and analyze results. Yes, being a community manager also means having a sharp analytical mind!
Once again, this is not an exact science, because humans are at the heart of the role and the results! You need to A/B test, adapt, succeed, make mistakes, interact a lot and sometimes trust your gut-feelings to get to know the personality of your community. This is valid for new communities being created but just as true for the one already established. As every human being who’s part of it, a community has a subjective and changing vision.
A strong trust shared with the production’s team and our licensors
Preparing and planning for the games launch as well as the announcement of various promotions and the daily animation of the social platforms, Community works very closely with production and our licensors.
In both cases, trust and deep respect have been built over the years. Exchanges are open. Community’s expertise is appreciated and taken into account when it comes to anticipate players’ appreciation of an upcoming update or to share ideas for new features, optimizations or events according to the players’ expectations and trends. Community is also, just as our “Moderation and Social Care” team, a great ally to identify bugs immediately reported by players, and provide great help in resolving these issues in a timely manner. A great mutual support with production naturally emerged for the good of the games and our communities.
Same with the licensors: an established trust. Of course, licensors’ approval rounds take place in order to validate the content, but the partnerships are so strong and based on solid foundations that Community can easily propose new ideas and test new mechanics. Working in such close proximity with our partners gives the Community access to exclusive content, the ability to attend events (such as the 25th anniversary of Jurassic Park and D&D Live 2019: The Descent) and receive great social support. All this allows us to provide higher quality and interesting content to our fans!
A community management department is so much more complex than you thought, isn’t it?