Hiiiiiiiiiiiiiiiiiiiiiiiiii!
This month's newsletter dives into:
- Convincing management to buy into more fun marketing
- Several links to marketing-related updates and job posts
No pre-amble this time - November was β¨dramaticβ¨ personally, so please excuse the shorter newsletter. :) But that means you get to go right into the good stuff!
Community Activity π
Every month we do a skill testing exercise or discussion question together.
Have an activity idea or want to ask a question? Submit one anonymously!β
The question:
Tell me something you're proud of doing this year!
Feel free to email me back with your answer - I always respond. My answer usually is in the next newsletter, but this time it's all about you!
Last week's activity:
What do you do if you (a project manger/community manager) have ideas for the company community and social channels but the higher ups think that it's too cringe even though you know it will do well?
β
You've showed evidence that it has done well with others but they are still resistant. The game would be also suited to that style of fun marketing.
Ahhh, a very real struggle. The classic answer is "it depends", but here are my tips for folks who struggle with this:
Step 1: Understand Them
First you need to understand why they are so hesitant to do "fun" marketing. Go into a discussion with them with an open mind - this part isn't about trying to convince them, but to truly connect with what exactly is their ethos when it comes to how they talk about their game. Here are questions to ask the higher ups:
- Why: What do you not like about [marketing angle]? What type of voice do you like?
- Examples: Are there any examples of accounts you like? If not, provide some screenshots of varying accounts and their strategies and have them judge what they like/don't about it.
- Tone: How do you want players to feel when they first see or interact with us?
- Goals: What kind of success are you looking for?
Step 2: Convince Them
Once you understand their goals, it's time to take that and cater your messaging and persuasion in a way they understand.
- Know them: Think of the ways they best understand success. Are they numbers oriented? If so, what kind of numbers can you give them as examples of success done right? Are they too busy to be given a full on presentation? Sprinkle in examples every so often when you have a meeting with them.
- Compromise: See if there is a less chaotic/safer "fun" tone you can start to work with to get them more comfortable.
- Examples, examples, examples: Don't let them forget you're the expert! Show examples of places that are doing well whenever you see it, and link it back to their goals and wants that you previously discussed.
Step 3: Know The Limits
Sometimes you have to take a step back when something is a lost cause, or something the team just isn't ready for.
- At the end of the day respect what they want. Creative projects can be deeply personal, and sometimes it can feel truly inappropriate to them to have a more serious game have silly marketing. Try to find a way to respect the vision and explore other avenues to provide them with what they want while flexing your creative muscles.
- Provide a paper trail of proof. This is my "I told you so" point. State your case and why it'll be successful. If in the end, they still say no, make sure you have that in writing somewhere whether it's an email or DM. This is something good to point to in case they every circle back with blame over why their social stats are low; don't use this as an opportunity to rudely/haughtily tell them how right you are, but as a learning moment and proof that experimentation should've happened.
Hope that helps a little!
Community Chatter π¬
Here are the interesting and helpful things I've seen this past month.
General News
Games Resources
Community & Marketing Game Jobsβ
βThese are not endorsements.
- βBungie - Principal Communications Manager (Bungie-Approved Remote Locations)
- βBungie Foundation - Community and Events Manager (Bellevue, USA)
- βDouble Jump Communications - Part Time Publicist (Remote)
- βEpic Games - Director, Social Media & Editorial (Cary, USA)
- βGood Game Design - Community Manager (Remote)
- βHaven - Player Support Lead (Montreal, Canada)
- βHoyoverse - Lead Brand Marketing Manager (US/Canada, Remote)
- βKolibri Games - Creative Marketing Lead (Berlin, Germany)
- βNoodle Cat Games - Social Media and Community Manager (Remote)
- βRespawn - Senior Manager, Social Media (US/Canada, unclear if remote)
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βUbisoft - Community Developer (MalmΓΆ, Sweden)
I'll be taking my usual winter holiday from work in December, so the next time you'll hear from me (in this newsletter) will be February 2025!! π₯Ί Wow!!
Thank you SO much for reading and writing in this past year. This newsletter is so fulfilling personally and I love hearing from all of you. Can't wait for what next year will bring!
β€οΈ
Victoria
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12:11 PM β’ Nov 30, 2024
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