Bus450 Social Media Game Mechanics


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  • Welcome to Game Mechanics. First off, congratulations on unlocking the achievement, ‘Presently present’ for being here for this presentation in the first place.
  • Agenda/Level Progression? Or get right to it (meat)?Now we have two paths for you right now, we could go over our agenda/level progression in depth or skim over it and get right into the meat of our presentation. What do you guys want to do? Show of hands? Who wants us to skim? [Note that we should put up our hands too]
  • Quick update : You’ve unlocked another achievement upon reaching level 1, the Quick Climber achievement since you’ve gotten through level 0 faster than it took us to make it, that’s for sure.
  • So yes, what are game mechanics. It might be easier to start with what it isn’t.
  • It might be easier to start with what it isn’t. A lot of people tend to confuse Game Mechanics with “Gamification” and “Game Design”. While both of these things relate to Game Mechanics, they are different things. So yes, what are game mechanics.
  • It isn’t gameification. That refers to turning something that originally wasn’t a game, into a game, it’s a process, and it uses game mechanics, but yeah, there’s a difference.
  • One example is this new Starbucks Rewards system where something as mundane as buying coffee is transformed into a game.
  • It also isn’t game design, despite the word game being in it. Game design is again, another process. This time around, the process is simply to build a game from the ground up, rather than attempting to transform something. In any case, gameification, game design; they both use game mechanics.In any case, gameification, game design; they both use game mechanics.An example would be with Vancouver Tourism Industry’s game for employees, in which they go to different tourist destinations around Vancouver and are rewarded with a prize after. This is game design because it was a game built from the ground up, with the full intention of rewarding employees with this game.
  • Game mechanics are used for both gamification and game design because game mechanics are the clever and engaging tools that game designers use to achieve a desired end.
  • So I know what you’re thinking, it’s most likely, ok, game mechanics, that’s cool. You’ve told me that they’re used to make something happen, but still, what are they? Specifically.
  • Ta-dah!Don’t worry though, it’s not as complicated as it looks. What you’re looking at is a series of flash cards that each have a game mechanic and description shown on them. What we could do is go through every single one, but honestly, that would be way too much information all at once. What we’re going to do is show you a few key ones that are commonly used, and what effect they’re intended to have.
  • It’s time to choose your own presentation again! Would you like us to go over all 47 or just 5? Show of hands?
  • Hurrah! You have all just earned the Quick and Dirty badge because you want to go over only 5 instead of 47!
  • So here are five game mechanics that we’ve applied so far in our presentation.
  • The first is appointment dynamic. This is a dynamic in which to succeed, players have to do something at a predefined time, generally at a predefined place for positive results.
  • An example of this in our presentation is with our presently present badge. Since you have all arrived in class, at a predetermined time and place, you deserve a gain.A famous real life example would be happy hour, where you’re told to “come here at this time... And you get 50% of drinks”. Basically, to win all you have to do is show up here at the right place, at the right time”.Examples of appointment dynamic in gaming can be seen in Farmville and Restaurant City.
  • Restaurant city is a game where you can interact with friends by going to each other’s restaurants.Here, Christopher has a restaurant in his game and he’s cooking a homestyle pot roast. and by cook, we mean he has clicked a few buttons to have that thing on his stove, which in turn after 1 day and 23 hours, he will have to take off the stove. Otherwise, it spoils. In return for serving the pot roast, he gets money from customers! The interesting thing is that people are willing to go out of their way to accommodate this appointment dynamic. they’ll adjust their schedules that they’ve already set in their lives to take that pot roast off the stove.
  • Progressions is basically where success is gradual and broken down into various tasks that are visually displayed upon completion. All these steps are broken granularly so you can see your progress move. As you complete a part of a task that is significant, you get rewarded with a bar moving towards being “complete”.
  • In our presentation, we’ve added a progress bar to show you how much progress you’ve made with our presentation. Right now, everyone has finished 25% of the presentation... Still a ways to go, but we’re getting their! You can see it visually as our presentation goes on. We’ve applied progression to our presentation through the use of the progress bar at the bottom of our slides. This visual representation of progression gives your experience with the presentation both a sense of direction and accomplishment. In real life, an example would be your university degree. The credits act as a progression game mechanic since you know that you need 120 credits to graduate.In social media, there’s linkedin....
  • Linkedin is a great example. I’m pretty sure no one really like filling these things. By incorporating game dynamics, I’m more inclined to push that bar that was originally only a quarter full at the start (after you create your profile you automatically get a little bit) to entirely full at 100%. As a result, I’ve added my picture, industry, skills/expertise, added connections etc. They’ve even broken it into those granular steps so I know how to make that bar fill up all the way. All I have to do is confirm my position and describe it.
  • Communal Discovery or “community collaboration” is where a community works together to meet a challenge or solve a riddle. This is very powerful because society works together to solve a problem and their membership in a community helps to fuel that competitive drive to meet a challenge.
  • In our presentation, we’ve placed you back in your community building groups.... But we’ll tell you in a bit why. However, we’ll let you know right now that it’s to complete a challenge!A real life example would be Family Feud, where families work together to play the game. By design, this game can’t be played alone, and each member of a team relies on each other’s answers from before to think of even better answers.An example in social media would be Urbanspoon....
  • Urbanspoon is an online database the is entirely community run. It lets people write reviews, blog posts, add photos, and vote whether they like it or not. The main challenge here is to provide all the locals a place to check for not only the address, but other people’s opinions as well.
  • One of the biggest challenge that is community driven is adding new restaurants so it has the most up to date content. Rather than having staff do all the work of searching and hunting down new restaurant openings, users of the site work together to add them. Urbanspoon staff then confirms by calling these businesses after the fact. It helps that they show how many restaurants each user has added to the database too – that’s not my profile count, but I wish I added 93 restaurants since that makes me more reputable on urbanspoon.... And that leads us to our next game mechanic:
  • Status. Status is the rank or level of a player. Players are often motivated by trying to reach a higher level or status. Also relates to envy, which is another game mechanic.
  • In our presentation, we’ve incorporated a leaderboard, and clearly, this is an effective tool since everyone is envious of each other and there for trying to get on to the top of that leaderboard.In school, we have valedictorians. They are basically the prestige of the graduating class and we are all kind of envious of them because they are “higher in status” than us. For top achievers, we want to be the valedictorian.In the social media world, Foursquare relies quite heavily on status, and Klout incorporates it into their ranking system as well.
  • ForKlout, the leaderboard is a bit untraditional in the sense that it isn’t in a ranking of 1-100, but instead, it’s in a matrix. Usually, top celebrity tweeters (such as Justin Bieber) find themselves in the “celebrity” cell at the top right, where they are creating with a broad number of topics. Local tweeters with high Klout scores are usually at the bottom right as “specialists”, producing focused and consistent content. Still, this is a leaderboard in the sense that it ranks people and induces envy in others. For example, newcomers to Klout may be in the “conversationalist” category (bottom left), and thus want to move to the “specialist” rank. As a result, they want to boost up their Klout score to do so.
  • The theory that information should be released in the minimum possible snippets to gain the appropriate level of understanding at each point during a game narrative.
  • Our presentation is an example of cascading information. As the slides progress, you are getting more information on game emchanics step by step, level by level. At each level, our gradual manner of progression assures that you understand what is happening at each stage. A real life example would be Sex Ed. The information is usually not give to you all at once. It’s disclosed at you step by step, stemming from something that you can understand. For example, your parents will usually go , “When a mommy and a daddy love each other….” because a mommy and daddy’s love may be something that you can begin to comprehend. In social media, the Defcon/Demhikov project is an example of cascading information in terms of divulging more information step by step and levely level about Cancer prevention. Each information related task aids in the player’s education.
  • So back to the slew of flash cards. We’ve prepared and printed out the other game mechanic flash cards. Don’t get too absorbed with their content now, but keep in mind that you and your teams will be using them near the end of this presentation.
  • So now that we’ve briefed you on what game mechanics are…what is their significance in business and social media and why should we be aware of them?
  • Congratulations! Continuing with our cascading info theory, you’ve just unlocked the knowledge badge!
  • All right, time for another game of “choose your own presentation”. Let’s take another vote from the class. Who would like to see an awesome snippet of a TED talk? Who would prefer not to see a video in class today?
  • 0:00 to 4:10Great! Let’s watch a bit of what Seth Priesbatch has to say about the shift in social media technology and interaction…
  • Game Mechanics are important because it is a framework for tracing human behaviour. Psychologist Kurt Lewin’s equation on human behaviour dictates that behaviour is affected by a person’s environment.
  • Lewin’s equation can be applied to the way in which game mechanics works. If you think about how Game mechanics can fuel and affect behaviour, a good use of game mechanics in an environment can generate positive and producive behaviour.
  • So what about game mechanics and business? Well one of the blogs that we read makes the following prediction about the conscious application of game mechanics to consumer drive…http://www.inc.com/guides/201105/use-game-design-to-reward-your-customers_pagen_3.html
  • Game Mechanics has changed the ways in which we study our consumers. What was once called “consumer incentives” is now known as “gamification”The new rewards ecosystem
  • What was once called “consumer incentives” is now known as “gamification”The new rewards ecosystemIt’s not just about customer relations but the employees within a company. Game mechanics in the workplace and within the company is new way to encourage productivity and track performance.
  • Al: The idea that playing in a game makes you happier working hard, than you would be relaxing. Essentially, we’re optimized as human beings by working hard, and doing meaningful and rewarding work.Janice:From Jane McGonical’s Ted Talk wherein she discusses how World of Warcraft players play on average 22 hours / week (a part time job), often after a full days work. They’re willing to work hard, perhaps harder than in real life, because of their blissful productivity in the game world.
  • An example of a company that strives for blissful productivity is Google. What have you guys heard about the Google offices? From what we’ve all collectively heard, Google tries to create a relaxed and fun environment for its workers so that productivity occurs in a blissful setting.
  • So now, what of Game Mechanics and the world of Social Media? Well,as we’re learning in this class, both game mechanics and social media are based on an understanding of human behaviour and social dynamics. Social media often involves creating communities. Game happen in communities. Without a community to interact and compete with, there is no game. Both encourage engagement. As we’ve been discussing in this presenation, a lot of social media out there are already based off of game mech and it is through the game mechanics in these various social media that we become engaged.
  • http://www.dachisgroup.com/2011/04/game-mechanics/Another one of the blogs that we looked at, identified 5 social elements of game mechanics that clearly drive and play out in social media. We thought of some examples in social media that these game mechanic social instincts show up on. Your number of Twitter followers are a way to identify and display achievements and represent a sort of social standing.Instagram, a photo application based solely on pictures is a game of collecting and displaying. People interact with each other through a collection of cool photos that they wish to display.A response from the system itself that identifies achievement and success such as 4sq’s granting of a mayorship. This is the system responding to you.We look for successful interactions on social media like Facebook likes and Twitter RT’s. We measure our success through some form of interaction.And finally, customization and personalization is something that “profile pages” on social media allows us to do and it is something that we all enjoy doing. Your customization and personalization is a communication to others and on social media, we are constantly playing this game of personalization and interaction.
  • Hao:A game element that requires multiple people to play (or that can be played better with multiple people)A basic example of this is the virality of videos where success can be measured by the amount of people that participate
  • An example of a really new game is “Draw Something”. It is a game that requires the increasing participation of others in order to make the game more successful and enjoyable.
  • Congrats! Since you are becoming more familiar with the different types of game mechanics out there and how they can be applied and identified, you get your Mechanic badge!
  • Now we are at level three, which is the class activity portion of our presentation. You all appear to already be sitting in your community building groups which is great because now the game mechanic of Communal Discovery will hopefully encourage your to participate.
  • In your groups, try to use the flashcards we’ve given you to identify and discuss what game mechanics you can incorporate in your community building projects.We’ll give you guys __ minutes to discuss and we’ll talk about them after.The team that can identify the most game mechanics wins bragging rights!So basically, open the envelopes that we’ve given you and inside, you will find flashcards for each and every one of the 47 game mechanics. Your task is to identify as many game mechanics are you can in your community building project. The object here is to show you that Game mechanics are something that really resonates in our social endeavors including social media and business.
  • Thanks for playing the presentation with us! You’ve earned your completion and Presenation badge!
  • Now that you’ve gone through every level and managed to stay awake with us, you’ve won. Now what? Time for question, discussion, and comments!
  • Again, thanks for playing with us! Here are the results of our leaderboard
  • Bus450 Social Media Game Mechanics

    1. 1. You’ve just earned your Presently Present Badge! #gamemech450 1
    2. 2. Troy, Janice, Alyssa, HaoMarch 5, 2012#bus450 #gamemech450 #gamemech4502
    3. 3. Agenda Level 0 Level 1 – What are game mechanics? Level 2 – Why game mechanics? Level 3 – Can you find a game? Level 4 –You’ve won the game. Now what? 6/26 required to get to the meat3% of presentation complete #gamemech450 3
    4. 4. You’ve just unlocked the Quick Climber Badge! #gamemech4504
    5. 5. What are game mechanics?5% of presentation complete #gamemech450 5 5
    6. 6. 6% of presentation complete #gamemech4506
    7. 7.  Originally not a game → A game  A process  Uses game mechanics  Badgeville7% of presentation complete #gamemech450 7
    8. 8. 9% of presentation complete #gamemech4508
    9. 9.  Yet another process  Instead of transforming, building a game from the ground up  Also uses game mechanics  Example: Vancouver Tourism Industry12% of presentation complete #gamemech4509
    10. 10. The tools that game designers use to achieve an engaging experience based on human behaviour14% of presentation complete #gamemech450 10
    11. 11. Yeah, but what are these tools?17% of presentation complete #gamemech450 11
    12. 12. 19% of presentation complete #gamemech450 12
    13. 13. 21% of presentation complete 13
    14. 14. 47 vs. 523% of presentation complete #gamemech450 14
    15. 15. You’ve just earned your Quick and Dirty Badge! #gamemech450 15
    16. 16. Without telling you27% of presentation complete #gamemech450 16
    17. 17.  Where players need to regularly check in or participate at a predetermined time in order to make a gain29% of presentation complete #gamemech450 17
    18. 18.  Presentation - Presently Present Badge Real Life – Happy hour Game – Farmville, Restaurant City31% of presentation complete #gamemech450 18
    19. 19. 33% of presentation complete #gamemech450 19
    20. 20.  Where success is gradual and broken down into various tasks that are visually displayed upon completion36% of presentation complete #gamemech450 20
    21. 21.  Presentation - Progress bar at bottom  Real Life -Your University Degree  Social Media - LinkedIn39% of presentation complete #gamemech450 21
    22. 22. 42% of presentation complete #gamemech450 22
    23. 23.  A community works together to meet a challenge45% of presentation complete #gamemech450 23
    24. 24.  Presentation - Placing you in Groups Real Life - Family Feud Social Media - Urbanspoon47% of presentation complete #gamemech450 24
    25. 25. 49% of presentation complete #gamemech450 25
    26. 26. 51% of presentation complete #gamemech450 26
    27. 27.  Where individuals try to achieve higher ranks or levels that induce envy53% of presentation complete #gamemech450 27
    28. 28.  Presentation – Leader board Real Life – School: valedictorian Social Media – Foursquare, Klout55% of presentation complete #gamemech450 28
    29. 29. 57% of presentation complete #gamemech450 29
    30. 30.  When information is released little by little in order to maximize understanding in stages in a narrative59% of presentation complete #gamemech450 30
    31. 31.  Presentation –More information as PPT slides progress Real Life – Sex Ed Social Media – Fuck Cancer61% of presentation complete #gamemech450 31
    32. 32. 63% of presentation complete #gamemech450 32
    33. 33. Why use game mechanics?65% of presentation complete #gamemech450 33
    34. 34. You’ve just unlocked the Knowledge Badge! #gamemech450 34
    35. 35. no video67% of presentation complete #gamemech450 35
    36. 36. The game layer on top of the world69% of presentation complete #gamemech450 36
    37. 37.  B = f(P,E)  Behaviour is a function of a person and the person’s environment72% of presentation complete #gamemech450 37
    38. 38. Good game Productive mechanic and positive environment behaviour74% of presentation complete #gamemech450 38
    39. 39. “By 2014, a gamified service for consumer goods marketing and customer retention will become as important as Facebook, eBay or Amazon, and more than 70% of Global 2000 organizations will have at least one gamified application.”76% of presentation complete #gamemech450 39
    40. 40.  Influencing social through the use of game mechanics new rewards ecosystem Consumer Gamification incentives78% of presentation complete #gamemech450 40
    41. 41.  Focus on customer acquisition and engagement → positive feeling   Encourages additional interaction with brand  Gamers learn through games  influence choice and consequences  Work Environment:system that tracks employees behaviours in order to quantify work completed80% of presentation complete #gamemech450 41
    42. 42.  Compared to relaxing, you’re happier when you’re playing a game – even when you’re working hard  Jane McGonical’s Ted Talk, “Gaming can make a better world”  WOW players play avg of 22 hrs/wk  “optimized as human beings... doing meaningful and rewarding work”82% of presentation complete #gamemech450 42
    43. 43.  Google’s work environment83%of presentation complete #gamemech450 43
    44. 44.  Success based on understanding of human behaviour and social dynamics Social media often involves creating communities Encourages engagement Platforms (eg//4sq) already all based off GM  incorporation of business functions, such as 4sq deals86% of presentation complete #gamemech450 44
    45. 45. Define achievement and translate • Twitter followers into social standing Primal instinct to collect and display • Instagram Response from the system itself. • Foursquare mayorship Successful interactions • “Likes”, “RTs” Customization and personalization. • Profile pages88% of presentation complete #gamemech450 45
    46. 46.  Where multiple people are required to play and an increase in players garners a more positive result91% of presentation complete #gamemech450 46
    47. 47. 91% of presentation complete #gamemech450 47
    48. 48. You’ve just earned your Mechanic Badge! #gamemech450 48
    49. 49. What are your game mechanics?93% of presentation complete #gamemech450 49
    50. 50.  Identify game dynamics in your Community Building projects  Group that can identify the most game dynamics wins95% of presentation complete #gamemech450 50
    51. 51. You’ve just earned your Presentation Badge! #gamemech450 51
    52. 52. You’ve won the game! Now what?98% of presentation complete #gamemech450 52
    53. 53. 100% of presentation complete #gamemech450 53