Social Point: Fostering Fan Communities Worldwide

For Social Point's community managers, timing is everything. With more than 50 million people playing Social Point's award-winning games each month, the team has the opportunity to reach a huge audience that spans global time zones.

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“A tool like Socialbakers is critical to us because we can program content and prepare a monthly global strategy.”

Victor Díaz-Roig
Head of Social Point's Community Management Department

An online game developer based in Barcelona, Social Point started out by offering free Facebook games in 2008. Since then, though they’ve branched out into games for Android and iOS platforms, ties to the social media site remain essential to the company’s strategy. “Our performance on Facebook currently is key,” says Victor Díaz- Roig, the head of Social Point’s Community Management Department.

In addition to Facebook, Social Point engages more than 20 million fans of their games such as “Dragon City” and “Monster Legends” over several platforms, including Twitter, Google+, forums, and wikis. “Our key strategy is to maintain a community,” says Díaz- Roig. “We want to offer our fans not just the games, but other content.”

One of the particular challenges for Social Point as a developer with a worldwide fanbase is that people don’t usually game during office hours. Because fans often interact with Social Point’s Facebook page long after the Spanish team has signed off for the day, Díaz-Roig uses Socialbakers’ Builder to moderate the flow of posts and schedule content to appear at the best time for Social Point’s customers—no matter where they live.

But how do they know which time is optimal for posting an update? Using Socialbakers’ Analytics, Social Point can determine the right moments to post for each fan group, anywhere. So, for example, it might be best to post news about one game to New Yorkers at 6:15 p.m. and information about another game to Berliners at noon. “With Socialbakers tools we know what hours work best for each game,” Díaz-Roig says. “It’s very important in terms of monetization and the reach of the post.”

Analytics also help Social Point solve staffing challenges. “The weekend is crucial for gaming,” Díaz-Roig says, but the company’s team works weekdays. And since Social Point’s games are popular in the US, which is six to ten hours behind Barcelona, it would be impossible to have live coverage during peak hours, even Monday to Friday. “We are not a very big team, so Socialbakers Analytics and Builder are great tools to manage our time better and to work faster,” says Díaz-Roig.

In addition to engaging with fans and fostering a sense of community in each of their online platforms such as FB, Twitter, Google +, and forums, Social Point's social media managers liaise with their art and corporate marketing departments to ensure Social Point's feeds bring fans the latest, juiciest updates on the growing portfolio of games.

“We have a quite interesting pipeline of new games,” Díaz-Roig says. He’s particularly looking forward to the next product launch now that he has the use of Socialbakers’ reliable tools. “The security of knowing everything’s going to work in the proper way is essential,” Díaz-Roig says. “For us, Socialbakers’ products are really important.”

Quick Facts

  • Most-used social site: Facebook
  • Number of fans on the most popular page: 15 million
  • Founded: 2011
  • Popular product: “Dragon City", voted TOP #3 game in Apple's Appstore for 2013
  • Global status: Third largest game developer on Facebook

Challenges

Maintaining and engaging a global community of 20 million users who don't interact with the brand's social pages and content during Social Point's working hours, and so are impossible to reach well without scheduled posts.

Solution

Using Analytics, Social Point determines the optimal times each day for posting content to fans in specific areas in order to maximize the reach of each post. With Builder, they can then schedule their posts to be released at those times, and monitor how fans engage with the news they release.

Advantages

  • Essential for successfully managing the community of over 20 million fans in different time zones
  • Saves time and allows faster and more effective workflow for content publishing
  • Enables measuring of competitors in the gaming market and adjustments to the strategy accordingly
  • Important for establishing proper segmentation and timing of social campaigns

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