Slide 1: Community Fundamentals

Slide 2: What is a Community? Virtual Community More commonly known as an “online community”, this is a group of people who interact via chat rooms, forums and other digital media. Ultimately however, a community is any group of people who share a common interest

Slide 3: Users: Users are an opportunity to build advocates and evangelists. Mass Market Users Advocates Zealots / Evangelists Build Consumer Advocacy Evangelists: An evangelist will actively try to promote your brand or product to external users Advocates: Advocates will defend your products or services to outside users who speak negatively about them, and will promote to their own social circle

Slide 4: The Membership Lifecycle Retention & Longevity Users who are actively engaged in a strong community will have a longer lifespan because they create social bonds and feel as though they have social obligations. Important Metrics Conversion Rate (Peripheral to Novice) Exit/Churn/Retention Engagement Metrics Participation Percentage Return visit frequency Activity Distribution Curve Session lengths And more!

Slide 5: A Sense of Ownership Regular community members will often develop a sense of ownership over the community to which they belong. People have the need to express their identity and affiliation and through that expression they feel a sense of ownership, which motivates them to act. A user who is more engaged often has a stronger sense of ownership, and is more likely to contribute.

Slide 6: Sense of Community Encourage Contribution

Slide 7: Common Community Roles

Slide 8: Community Management Practices Empower your community to set its own direction. Promotes ownership building evangelism and advocacy Manage the community with a light touch Let your users do and say what they want, (within reason) It’s much more scalable. Be transparent and authentic Helps promote understanding of controversial decisions Helps build trust

Slide 9: A Self Policing Community Design systems to incent positive behavior Empower users with the ability to police content Reputation Identifying Labels Post Rating Report as inappropriate

Slide 10: The League of Legends Community

Slide 11: Community as a Culture At Riot the importance of community is known at every level, and reinforced through company policy and decisions that are made Every employee in the company is encouraged to interact with the player community to whatever extent they feel appropriate (with a few reasonable restrictions) Real-time chat in-game and in our community chat channel Posting on our company forums Participating in voice chat Direct communication through Email to gather feedback or help resolve technical or other issues Development plans are constantly reprioritized based on community feedback

Slide 12: The Community Manages Itself Part of building a community that fosters a sense of ownership is allowing the users to control long term direction of itself. We Promote Community Celebrities We Don’t Moderate As your community scales it’s more difficult to reach everyone on a personal level. Promoting celebrities can help you personalize more communication In a large enough community systems can be designed to allow communities to moderate themselves. This is an (almost) all or nothing Emissary of the League Adjudicators The Council

Slide 13: But Sometimes it Needs a Nudge While our long term goal is to build a community that is largely self-sustaining, we’re still actively putting effort into growing it, but as we scale it becomes more difficult to reach everyone. Community-facing initiatives help build deeper relationships. Live chats with the development team Scavenger hunts with prizes Regular content releases Developer blogs & updates Company blogs & updates Videos Social network updates (Twitter & Facebook) Gaming Conferences & Events

Slide 14: The Impact is Obvious Our active employees have made over 7,000 posts on our community forums in the past 80 days alone Threads with posts by Riot employees are indicated with a Riot logo. Clicking the icon will take you directly to the employee post.