Nicolas Nottin

Don't limit listening to just your direct colleagues and reports. While your management responsibilities might be limited to a specific group of employees, your leadership qualities and duties extend to the entire company. There is a misconception that leadership equals team management. It's also important to be completely unbiased, approachable, and free of any pre-judgment. True empathy comes from the perspective of not assuming anything about what, why, or how a person has something to share.

Great products can do very well without communities. But great products can become amazing products with a solid community built around it. Ultimately, developing a community for a great product is building a path for it to become far more than anyone could have initially expected. In a way, you might be attracted to the idea of making sure your product becomes something that will impact many lives, in many different ways.

You are acting as a bridge between your development team and those who decided to become a lot more connected with the product. Two main aspects of this: 1. Establish foundations that will enable you to empower your community better to further develop it in the long term 2. Relay communication (feedback, issues, concerns,) from both sides.

Implement systems to measure the influence of the influencers' content through data. Make sure you have systems to verify the causation between your influencer marketing and product performance, especially in terms of acquisition. Use tracking links, affiliate programs, invite codes, and other methods. Without these tools, the effectiveness of your campaigns may only showcase an impact on brand awareness, rather than on product performance.

100%. Your strategy should cover details on how you plan to generate, promote, and ensure a positive return on investment for both owned and earned media. If you're consistently engaging with influencers (to the extent of considering them as ambassadors), you can more easily explore the creation of content that can significantly benefit your product. For instance, educational content, onboarding materials, and content addressing current trends in a more authentic and human style can be explored. Consider the specific requirements of your product and determine whether there are influencers who are well-suited to create assets that can address those needs.

Absolutely, yes. Influencers and content creators frequently provide a unique perspective on how to experience your product, often within the context of their audience. Their feedback and suggestions can play a crucial role in designing campaigns in more engaging ways. Specific systems or content can not only add value but also serve as the foundation of a successful campaign to promote your product. In the gaming industry, social features related to the spectator potential of your game or the organization of custom lobbies with friends are often crucial for influencers. You still need to assess whether investing in these ideas is worthwhile in terms of resources and whether they can be scaled to involve more than just a few influencers.