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创建并发展在线社区的5大必要元素

发布时间:2014-07-03 11:17:45 Tags:,,,,

作者:Jane Ryan

致力于社区管理真的是一个非常有益的职业选择。作为一名游戏玩家,我非常热衷于《RuneScape》及其游戏社区。重要的是我们不只是作为一个网络论坛版主或者那些时不时往社交平台上发些文章的人。我们其实也是社区中的一部分,如果连自己都不愿意这么做了,我们又该如何期待别人成为社区一份子呢?

在Jagex,我们拥有一个包含出色的社区管理者的团队,他们像我一样也非常喜欢《RuneScape》及其社区。每天我们都会充满热情地做着我们想做的事,有多少人能够像我们这样描述自己的工作?

我的团队成员(Juliet,James,Nathan,Tom和Matt)将在此分享我们所认为的每个社区团队应该做的五件事。

社交

社交媒体成为了我们每天生活中越来越重要的组成部分,任何有头脑的公司都应该考虑到社交媒体对于自己业务的影响,特别是当提到创建并培养一个社区时。

你的消费者将与你和其他消费者进行互动,而作为一个商人你们的工作便是培养这两种类型的互动并创建不仅能够提供给你利益,也能够提供给他们利益的社区。社交媒体就像你的业务的“脸”一样,重要的是你也是“人”,所以你必须确保这一过程的透明化,使社区中的所有人都能够感受到独特性与乐趣(可能更加重要)。

对于《RuneScape》,我们想办法与各种社交媒体社区进行交流,以了解他们对于特定的更新内容的想法,并寻求反馈,与他们分享我们的创作,同时还能因此创造一个安全,有趣,友好的环境让玩家可以在此彼此互动。

RuneScape(from develop-online)

RuneScape(from develop-online)

例如,在Twitter上我们拥有超过100个Jagex Moderator(Jmods)以及超过200个Player Moderator(Pmods)去分析最新的更新内容,回答玩家对于特定领域的问题,并在玩家需要的时候提供建议与帮助。我们希望玩家能够觉得自己被重视,即他们所说的内容将对我们执行业务产生真正的重要影响—-伴随着对世界的直接,病毒性以及不断增长的影响,社交媒体成为了当前以及今后我们努力去实现这一目标的关键元素。

双向沟通

当提到社区时,交流便是王道。如果你不能进行交流,那么别人便会为你做这些事,而那时候你便会失去控制权。当与玩家保持联络时,你必须是基于可理解,开放且透明的方式。不管是传递有价值的反馈给开发者,还是向社区传播重要的信息或者至少与玩家基础分享社区的成功,这都是为了让玩家清楚他们是与众不同的。

通过倾听并与玩家进行沟通,他们将能够觉得自己是这样的对话中的一份子,并更愿意投入与游戏以及你们的业务中。在Jagex,我们总是会与玩家进行交谈,不管是在官方论坛上,通过社交媒体渠道,在游戏中或者当玩家访问某一活动时进行面对面的交谈;我们会认真地与社区进行交流,这也是一种信息双向流动的方式。

热爱你所做的事

拥有一个充满热情的团队去领导社区能够帮忙创造一个真正优秀的社区。这并不只是联系并理解你的用户,这是关于成为社区中的一份子。在论坛上或者我们的社区所使用的其它社交媒体上与玩家进行交流。参与不只是团队所组织的活动,而且是玩家可能出现的活动以及比赛等等。对于作为社区管理者的我们来说,这是友好地面对社区的表现,即认真去对待玩家们而不只是作为论坛版主。

获得玩家的支持

社区是由你的消费者所组成,因此你必须确保玩家们能够说出自己的看法,并且你们能够认真听取他们的述说—-不管是在论坛上,社交媒体还是通过游戏本身。

在《RuneScape》中我们采取了更进一步的做法。我们的玩家每周都能够在游戏中对即将问世的内容以及关于现有内容的改变进行投票。我们将此称为“赋予玩家权利”,通过这样的投票,我们最终致力于Legacy Combat模式,一座全新的城市,并拥有足够的玩家认可内容去推动我们继续发展。

聚在一起,一起游戏

人类是自然而然地形成各种社区;社交单位是围绕着共同的兴趣,任务或价值等等而形成的。随着互联网的诞生,这样的社区开始不断繁殖,并在在线游戏中取得发展。与这些社区相联系,加入他们并提供他们所需要的便是发展更大社区的必要条件。

在《RuneScape》,我们努力创造了一些社区。在游戏内部的Clan结构中,我们让玩家可以通过协作和特定的交流渠道去创建巨大的城堡,从而培养他们之间的关系,同时我们还使用了粉丝网站支持计划让网站以外的社区能在我们的帮助下不断壮大,并且我们还规定一些特别社区能够在我们的玩家基础中发展,例如角色扮演社区或那些喜欢特定游迷你游戏的人。

伴随着游戏内部的交流渠道,专门的论坛以及一些致力于留意玩家需求的成员,我们能够帮助这些社区获得他们想从游戏中获得的一切内容,并关注着他们不断壮大。

总结

所有的社区每天都在带给你挑战,然而你必须确保信息能够双向传播。热爱你所做的事,你的社区将会注意到你所做的一切。同时你还需要记住一点,离开一款游戏很简单,但是离开一个社区却很困难。

本文为游戏邦/gamerboom.com编译,拒绝任何不保留版权的转载,如需转载请联系:游戏邦

Five essential components for building and maintaining an online community

By Jane Ryan

Working in community management can be a really rewarding career choice. Being a gamer myself, I’m extremely passionate about RuneScape and its community. It’s extremely important to be more than just an online moderator or someone that posts on social media platforms from time to time. It’s bigger than that, it’s about being part of the community – how can you expect others to be part of your community if you’re not willing to live it yourself.

Here at Jagex, we have a team of amazing community managers who like me are passionate about both RuneScape and the community that play it too Every day we come to work loving what we do, how many people can say that about their job?

That’s enough from me – here’s what my team (Juliet, James, Nathan, Tom and Matt) had to say about the five things we believe every community team should be doing.

Get Social

Social media is fast-becoming an integral part of everyday life, and any company worth its salt should be considering the impact it could have on their business, particularly when it comes to building and nurturing a community.

The clue is in the phrase, frankly – it is where your customers are ‘social’, interacting with both you and fellow customers, and your job as a business is to nurture these two types of interaction and build a community that not only offers you benefits, but them too. Social media gives your business a ‘face’, and it’s important that you are as ‘human’ as possible, offering transparency, making every person within the community feel unique, and (probably most importantly) a bit of fun.

At RuneScape, we strive to engage with our various social media communities to gauge their thoughts on particular updates, ask for feedback, and to share their own creations, as well as create a safe, fun, friendly, enjoyable environment where players can interact with each other.

For example, we have over 100 Jagex Moderators (Jmods), and over 200 Player Moderators (Pmods) on Twitter, sharing the latest updates, answering player queries for their specialist areas, and offering advice and help where needed. We want our players to feel valued, and that what they say can have a demonstrative impact on the way we go about business as a company – social media, with its immediacy, virality and growing influence upon the world, is a key component of this aim, both at the present and moving forward, too.

A two-way street

When it comes to community, communication is king. If you don’t communicate, someone else will do it for you, and then you can’t control it. When liaising with players, it needs to be done in a way which is understandable, open and transparent. Whether it’s passing on valuable feedback to the developers, relaying important information onto the community or simply sharing community successes with your player base, it’s all about making sure players know they’re making a real difference.

By engaging, listening and communicating effectively with your players, they’ll feel part of the conversation, invested in the game and valued by the business. Here at Jagex we’re always talking to our players, whether it’s on our official forums, through our social media channels, in-game or even in person through our player visits and real life events; we take communicating effectively with our community seriously, and as an important two-way flow of information.

Love what you do

Having a passionate team leading the community is vital in helping to make a great community. It’s not just about being able to relate and understand your audience, it’s about being a part of the community and the bigger picture. Engaging with players on forums and all other forms of social media our community are using. Attending events not only organised by the team but also getting involved with player driven events and competitions. For us as community managers it’s about being seen as the friendly face of the community, having fun with other gamers rather than being moderators.

Powered by players

The community are your customers, therefore, it’s incredibly important that players’ opinions can be voiced and are listened to, on the forums, social media and through the game itself.

On RuneScape we take things a step further. Our players can vote in weekly in-game polls about upcoming content and changes to existing content. We call this ‘Power to the Players’, and as a result of these polls we’re working on a Legacy Combat mode, an entirely new city, and have enough player-approved content in the pipeline to keep us going for months!

Play together, stay together

Human beings naturally form communities; social units formed around common interests, tasks or values that provide them with regular support. With the birth of the internet came about a massive explosion in the proliferation of such communities and within online games they thrive. Connecting to these communities, communicating with, joining them together and providing for their needs is essential to the well-being of your larger community as a whole.

In RuneScape we have developed a number of community focused efforts. From the formal in-game Clan structures we have built-in that allow players to build massive citadels by their combined efforts as well as dedicated communication channels to foster strong bonds between them, to fan-site support schemes that allow offsite communities to grow with our aid, right up to provisions for emergent communities that grow within our player base, such as the Roleplaying community or those who particularly enjoy a specific mini-game.

With channels for communication in game, dedicated forums and a member of staff to watch out for their needs we help these communities get the most they can out of the game and watch them grow.

In summary

All communities will challenge you every day, however, it’s really important to keep that two-way flow of information going. Love what you do and your community will see that in everything you do. And remember it’s easy to leave a game, it’s harder to leave a community.(source:develop-online)

 


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