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Aug 2011 Gamification event Prep
 

Aug 2011 Gamification event Prep

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Prelim slides for August 31, 2011 social media gamification event

Prelim slides for August 31, 2011 social media gamification event

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    Aug 2011 Gamification event Prep Aug 2011 Gamification event Prep Presentation Transcript

    • ACTION! Gamification, Technology & User  Behavior in Social Media
    • Wednesday, August 31
      ACTION! Gamification, Technology and User  Behavior in Social MediaHow are brands using fresh technologies to incite user engagement in social media today? In a word, gamification. Come here about  the approaches and success stories behind this communications  phenom. We'll give you perspectives from strategic planning and  usage for brand success through execution and technology  integration.
    • Definitions
      Gamification is badges
      It is not the same as social media games (Farmville, Mafia Wars)
      It is not couponing (at least not Groupon one-time purchase acquisition)
      It is not MMOs (massive, multi-player online role-playing games)
    • Definitions
      Gamification is incentivization triggers
      Surveys
      Opt-ins
      Rewards (monetization)
      Engagement
      Can also be used in education
    • Moderator Tom Ellis
      Chief Strategy OfficerAqua Blue Interactive
    • Panelist Chris Nelson
      Director of Social Media, Country Music Television
      Chris Nelson is Director of Social Media for CMT. He works within the Consumer Marketing group to build social media strategies for on-air programming and branded initiatives.  Prior to joining CMT, Chris worked in digital marketing in both Nashville and Seattle, WA, primarily in start-ups and consulting.
      Chris is also a volunteer leadership member of Digital Nashville, a local association that brings digital professionals together for networking, education series and other industry events.
    • Panelist Craig Kronenberger
      Managing Director, Southeast Digital
      Global Managing Director, Search Marketing
       
      As Managing Director of Edelman Digital, Craig is responsible for leading the strategy and execution of Edelman’s digital services across the regions’ clientele, and for the growth and development of the digital practice.
      Prior to his current role, Craig served as co-founder and CEO of Hairy Entertainment, a leading social gaming company and co-founder of “Gaming for Good”. At Hairy, Craig led the development of Xeko a virtual world where gamers caused good to happen in the real world through game play. Xeko also had offline extensions as a collectible card game and a line of plush products based on endangered animals. Xeko won Creative Child Magazines 2006 Toy Of The Year and received the National Parenting Center’s Seal of Approval. In 2010, Xeko was featured on the Today Show highlighting how kids could save sea turtles during the Gulf Oil Spill.
    • Panelist Gabe Aldridge
      Founding PartnerThe SuperGroup Creative Omnimedia, Inc.
      Gabe’s career began in 1994 in the enhanced CD and high-end multi-media software spaces.  A video and technology aficionado, Gabe designed projects for musicians and bands such as Chris Cornell, Sonic Youth, No Doubt, Blues Traveler and Weezer.  While his work early on in his career forced Gabe to be behind the camera, in a studio, or at a computer, his responsibilities with The SuperGroup are much less isolating.  Considered " the face" of The SuperGroup, Gabe not only oversees the agency’s design department, but also spearheads the company’s business development initiatives.  Drawing on his diverse interests, design capabilities, business sense, and knowledge of the web, Gabe is responsible for making sure potential clients become actual clients. 
    • Panelist Omar Divina
      Director of Sales, Badgeville
      Omar is responsible for leading Badgeville's sales and business development efforts out of our New York office. Over the course of his 15-plus year career, Omar has held a variety of senior positions in sales, business development, and operations, with the past four years focused on growing SaaS companies. Prior to joining Badgeville, Omar was at enterprise social collaboration leader Socialtext where he established critical footholds in Media/Entertainment, Publishing, Advertising, Financial and Professional Services sectors, among others. As VP of Client Services for SunGard Trading Systems/BRASS, he managed a team responsible for driving the adoption and increased usage of high-speed trade order management and execution platforms. Omar has a B.A. in Philosophy from Yale University and lives in Brooklyn, NY. @odivina
    • About Jake Aull
      Jake Aull
      Chair, Social Media Marketing SIG
      Atlanta Interactive Marketing Association
      Jake Aull is an award-winning marketing, digital and creative director with 17 years in Atlanta. He provides websites, SEO, social media consultation, branding and design through his company Zen of Brand Digital Marketing. He has a masters of science in marketing from Georgia State University where he did an independent/thesis research project on social media. Jake is currently GSU’s first Social Media Marketing and SEO course writer and instructor, where he directs students to create new social channels driving measurable traffic to major brands. He was a reviewer for Pearson-Prentice Hall’s first social media marketing text book first draft and is also Chair of the Atlanta Interactive Marketing Association Social Media SIG where he directs educational sell-out events. Jake also holds a bachelors of fine arts in graphic design from Savannah College of Art and Design and is currently the president of the Atlanta Alumni Chapter where he builds and promotes educational and networking events through social media channels. Jake publishes an educational blog on digital marketing trends and best practices at jakeaull.wordpress.com, and as a social media industry speaker, you’ll find much of his teaching content in SlideShare. Follow Jake in Twitter.
    • Chris Nelson, CMT
      Why social gaming?
      Remember when the question was “Why Social?”
      Where to start
      It’s time to do your homework
      Understand both audiences
      Plan your engagement
      Remember, it’s about VALUE
      Example: Taking CMT programming to social gaming
    • Brand Goal: Drive Tune-in
      In-game video sampling
      Custom branded items
      User Benefit: Deliver Value
      Custom bonuses players can use
      Results:
      220k video plays
      7 million branded game items used
      4 million branded gifts sent
    • Craig Kronenberger, Edelman
      Why Gamification?
      Case Study #1 - Quilted Northern
      Case Study #2 - TBD
      Key Takeaways
    • Gabe Aldridge, TheSuperGroup
      Intro questions:
      Why do some folks go crazy for gamification?
      Why do some folks hate gamificaton with a passion?
    • Gabe Aldridge, TheSuperGroup
      Case Studies:
      How to do it right        -Twitter translator
      How to do it wrong        -Microsoft Ribbon Hero
      The power of the progress bar        -LinkedIn profile completion        -MInt.com
      How to use gamification to drive product trial        -The 711 Club
      How to use gamification to improve fundraising        -Generation Cures
      Examples  of non-digital gamification        -The Volkswagon Fun Theory
      How to use gamification to get your office in shape        -NextJUmp
      The gamification of sleep        -"Snooze" iPhone app
    • Gabe Aldridge, TheSuperGroup
      Some topical questions:
      Which industries are best suited for gamifcation success? 
      Is this even a valid question?
      What are some examples of gamification failures? 
      What made them fail?
      Why is gamification such a polarizing topic?
      Why are so many game developers and academics opposed to gamification?
      What's next for gamification?
    • Omar, Badgeville
    • Gamification Q&A
      When/why should brands “gamify”?
      Associated costs?
      ROI? How to measure and gauge success?
      Strategic models and plans?
      “Viral” component and predictability?
      Where does it work, where doesn’t it?
      Target audiences and usage
    • Gamification Q&A
      Is there a common adoption cycle?
      Consumer base adoption Qty/%?
      Future growth and change?
      More stayed, viral, or comoditized?
      Mobile vs. desktop vs. tablet?
      Brands doing it right?
      Best tools/technologies?
      History, origin – milestones?
    • Gamification Q&A
      Because of its guidance and learning process properties, gamification has inherent capabilities in education. How much/little do you see these being used and what’s the future?
      The birth of social media included large-scale governmental web applications for public environmental data-sharing and improvement, as well as social cause betterment and public sharing apps (such as sixdegrees.org and change.org). What role is there in gamification with social and environmental causes?
    • Gamification Q&A
      Because gamification involves incentivization, triggers and user process journeys, it has potential in the workplace. What can you speak to regarding the pros, cons and future of workplace gamification?
      How does gamification create sustainable value for those applying it?
      What should we be watching for and monitoring as gamification progresses?
    • Gamification Q&A
      What’s easy to know about gamification and how deep should we probe this niche in marketing?
      Gamification in social media, social networking software games and virtual worlds and MMOs. Where and how do all these tie together from a user perspective? Will these lines be more defined and divided in future, or blurred in the consumer experience?
      How does gamification create sustainable value for those applying it?
    • Gamification Q&A
      What should we be watching for and monitoring as gamification progresses?
      What’s easy to know about gamification and how deep should we probe this niche in marketing?
      Gamification in social media, social networking software games and virtual worlds and MMOs. Where and how do all these tie together from a user perspective? Will these lines be more defined and divided in future, or blurred in the consumer experience?