Gamification in the Social Media Era

GAMIFICATION IN THE SOCIAL MEDIA ERA
@alexheuchert
@ddiament
@pablodimeglio

LEVEL 1
DOPAMINE

Fromthebeginning,ourJob as Marketers&Developersof the web has beentoprovokeactions.

Forthefirstdecade of the web, usabilityhas beenthematter of discussion: howtomakeusersclick.

Has iteverhappenedtoyouthatafterenteringanemptystore, suddenly more peoplecome in?

RECIPROCITY
COMMITMENT
SOCIAL PROOF
LIKING
AUTHORITY
SCARCITY
Robert Cialdini – “Influence : The Psychology of Persuasion”

http://bit.ly/danceGM
Sometimes we need shortcuts to decide what’s fun, what’s worth spending time doing or what’s socially acceptable: Ifotherpeople do it, thenit’s OK.

Betweenanempty and a crowdedrestaurant: Wherewouldyougo?

And ifthereare peopleyouknow and trust?(…orthey are verygood-looking)

“People I knoware usingMOG”
Shortcut: Social Proof + Liking
“Subjectmatterexpertssayit’scool”
Shortcut: Authority

Putting people in line gives a sense of scarcity, commitment and social proof.

Google has been using all these techniques since the beginning of the social web.

And no, they are not short of server capacity…

During the last few years we have been developing with the social layer in mind. That required understanding how we socially behave.
http://bit.ly/SocialLayer

Now, what is making us addicts to services like Twitter, Facebook (and e-mail)?
http://slate.me/Dopamina

Dopamine

Liking
Seeking
We are in an eternal loop of Seeking (wanting) and Liking (reward).
Neuroscientists discovered that we enjoy wanting more than having.

UNPREDICTABLE
+ SMALL DOSES
Ding!
+ PAVLOV

Rock Band -
Games have been quite successful at something that web apps and digital products are pursuing these days: Engagement.
Source : Jane McGonigal : http://fora.tv/conference/gamification_summit_2011

“The last decade was the social era. The decade we took our social connections and digitalized online. This layer has been already built, it is called Facebook. The Game Layer is new, and hasn’t been built.”
Seth Priebatsch - SCVNGR

The gaming industry has developed a science behind the art of engaging users.

Marketers and entrepreneurs are going behind this science to create engaging services.

LEVEL 2
ONGAMIFICATION

LEVEL 2
GAMIFICATION
Istheapplication of video gamemechanics and dynamicsondiffernentscenariosorplatformswiththegoal of motivating and increasingparticipantengagement.

LEVEL 2
IT’S ORIGIN
Gabe Zichermann
Entrepreneur and gamification specialist.
“Gamification is the process of using game thinking to solve problem and engage users”

JP Rangaswami
Salesforce.com Chief Scientist
Gamification will change the way we work.
Any goal can be achieved in an organization if motivation is applied correctly.
Gamification allows us to award organization members based on their achievements at a specific set of time.

LEVEL 2 2
GAMIFICATION IS ABOUT MOTIVATION.

LEVEL 2
GAMIFICATION & SOCIAL MEDIA
In theengagement era, Gamificationistheenginethatmovesusers.

LEVEL 2 2
FOURSQUARE, THE BING BANG OF GAMIFICATION.

LEVEL 2 2
TARINGA, THE ARGENTINE CASE.

LEVEL 2 2
LINKEDIN, AND THE ART OF REQUESTING INFORMATION.

LEVEL 2 2
MISO & GETGLUE
Twosocial spaceswheretheirusers share contentaboutentertainment, vote fortheirfavorites and earnpoints and badgestoreach a particular status orgainspecialbenefits.

LEVEL 2 2
FACEBOOK & TWITTER?
Facebook Credits
TwitterInfluence

LEVEL 2
THE FUTURE OF SOCIAL NETWORKS
In a nearfuturetherewon’tbe social networkswith no gamemechanics.

LEVEL 2
GAMIFICATION IS NOT ONLY FOR WEB APPLICATIONS
Expertspredictthatsoondifferenttechnics of GAMIFICATION willbeusedin industrieslikehealthcare, financialservices, transportation, and government.

LEVEL 2
In a recent study , Gartner estimates that by 2015 more than 50% of the companies will have applied gamification tactics to their human resources processes.

LEVEL 2
What can weGamificate?
Entertainment shows
FinancialServices
Fitness and Health
Shopping
Education
HumanResources
Project Management

LEVEL 2
WHAT CAN WE GAMIFICATE?
Gamificationhelpsusmakesomeactionsortasks more atractive, making use of ourwillingnesstoplaygames.
GameMechanicsallowsustomotivatepeopletotakeactionstheyusuallyconsiderboring, likecompletingsurveysorforms, shopping, goingon a dietorstudying!

LEVEL 2: E-COMMERCE
LEVEL UP
A discountwebsitewhereusersreceivedifferentbenefitsonstoresorbusinesses, givingthemaccesstobiggerbenefits as theyspend more moneyonthem.

LEVEL 2: E-COMMERCE
BLUE FLY
Online clothingstoreforwomenwhereusersimprovetheir status as theyparticipate more onthecommunity, makepurchases and recommendproducts.Withthesestatusestheyget more discounts, and exclusive benefits.

LEVEL 2: GAMIFICATION
FITNESS AND HEALTH
Organizations and companiesrelatedto sport ormedicalactivities are usingGamificationtogiveusersan extra motivationduring training sessionsordietplans.

FITNESS & HEALTH
LOSE IT
iPhone App
NIKE PLUS
Web + iPhone App

LEVEL 2: EDUCATION
KHAN ACADEMY
Khan Academy is a free virtual educative institution, where users can learn and participate of trainings on a number of subjects. Gamification tactics are used to motivate users to learn more, increase levels and earn community status.

HUMAN RESOURCES
It’s not only meant to be used to make the working space a better place, but to apply tactics like levels, progress and badges to foster innovation and improve working performance.

GAMIFY IT!
New ventures are entering the Gamification layer space.

LEVEL 3
GAME MECHANICS

“We don't stop playing because we grow old; we grow old because we stop playing.”
- George Bernard Shaw

SOCIALIZER
CONQUEROR
RELATE
DEFEAT
(Oxytosine)
(Adrenaline)
MASTERMIND
SOLVE
(Dopamine)
ACHIEVER
COLLECT
(Dopamine)
SEEKER
EXPLORER
(Endorfine)
DAREDEVIL
SURVIVOR
RUSH
(Adrenaline)
ESCAPE
(Adrenaline)
A GAMER’S BRAIN
BY ROB BEESON

SOCIALIZER
CONQUEROR
MASTER
MIND
ACHIEVER
SEEKER
DAREDEVIL
SURVIVOR
A GAMER’S BRAIN
GAMIFIED PROFILES

LEVEL 3
GAME MECHANICS
BLISSFULPRODUCTIVITY
CHALLENGE
LOSS AVERSION
DISCOVERY
LOTTERY
CASCADINGINFORMATIONTHEORY
BONUS
EPIC MEANING
LEVELS
ACHIEVEMENTS
INFINITE GAMEPLAY
COMBOS
STATUS
PROGRESSION
POINTS
REWARDSCHEDULES
COMMUNITYCOLLABORATION
COUNTDOWN
OWNERSHIP
VIRALITY
APPOINTMENTS

LEVEL 3
GAME MECHANICS
GAMIFICATION WORKS BECAUSE ITTAPS INTO OUR NEEDSAND DESIRES

LEVEL 3
GAME MECHANICS
HUMAN DESIRES
Reward
Status
Achievements
FreeExpression
Competition
Altruism
Points
Levels
Challenges
GAME MECHANICS
VirtualGoods
LeaderBoards
Gifts & Charity

LEVEL 3: GAME MECHANICS
GAME DYNAMICS
MECHANICS
Points
Levels
Challenges
Virtual Goods
Leaderboards
Gifts & Charity
DYNAMICS
Awards
Status
Achievements
Free Expression
Competition
Altruism

LEVEL 3: GAME MECANICS
HOW DOES IT WORK?
ACTIONS
EXPERIENCE
POINTS
ACKNOWLEDGMENT+REPUTATION+AWARDS

POINTS
MECHANICS PROGRESSION
FOSTERS
COMMITMENT
LOYALTY
TIME INVESTED
FUN
VIRALITY
PERSONALITYACHIEVEREXPLORERCONQUEROR

LEVELS
MECHANICSPROGRESSION
FOSTERS
COMMITMENT
LOYALTY
TIME INVESTED
FUN
VIRALITY

ACHIEVEMENTS
MECHANICSREWARD
FOSTERS
COMMITMENT
LOYALTY
TIME INVESTED
FUN
INFLUENCE

CHALLENGES
MECHANICSREPUTATION
FOSTERS
PARTICIPATION
TIME INVESTED
INFLUENCE
FUN
PERSONALITYMASTER MIND
ACHIEVEREXPLORER

VIRTUAL GOODS
MECHANICS REWARDS
FOSTERS
PARTICIPATION
INCOME
TIME INVESTED
INFLUENCE
VIRALITY
PERSONALITY
ACHIEVEREXPLORER
SOCIABLE

LEADER BOARDS
FOSTERS
PARTICIPATION
COMPETITION
TIME INVESTED
INFLUENCE
FUN
PERSONALITYCONQUEROR
DAREDEVIL
ACHIEVER
MECHANICSCOMPETITION

GIFTS & CHARITY
MECHANICSBEHAVIOR
FOSTERS
PARTICIPATION
INVESTED TIME
INFLUENCE
VIRALITY
PERSONALITYACHIEVEREXPLORER
SOCIABLE

BONUS LEVEL
HOW DID WE GAMIFICATE THIS PRESENTATION

BONUS
WALK THE TALK
Thisdeckwaspresentedduringthe Social Media Week 2011, in Buenos Aires, Argentina.
WewantedtoWalkTheTalk, byfosteringparticipation and visibility of ourpresentationonTwitter.

BONUS
#SMWBAGAME
Oneverylevelwegaveouraudience a challenge. Rewardingthemwithbadges and T-Shirts.
Using a hashtag similar totheofficialoneusedfortheevent, wecreatedthreechallenges. Resultscouldbefollowedon a livewebsite.
Resultscouldbefollowedon a livewebsite.

BONUS
#SMWBAGAME
LEVEL 1: CHECK-IN
FIRST 10 PARTICIPANTS WHO USED OUR HASHTAG.
LEVEL 2: PARTICIPATION
TOP 5 USERS WHO TWEETED WITH OUR HASHTAG DURING THE PRESENTATION (Sharingthoughts and content)
LEVEL 3: CHALLENGE
WE ASKED TO ANSWER A QUESTION RELATED TO THE FIRST LEVEL (DOPAMINE)

BONUS
RESULTS!
80% OF THE AUDIENCE TWEETED DURING THE PRESENTATION
(WE GUESS THEY WERE LISTENING ALSO)
TRENDING TOPIC IN ARGENTINA
LOCAL TT DURING THE EVENT. EVEN MORE THAN THE OFFICIAL HASHTAG OF THE SOCIAL MEDIA WEEK.
EXTERNAL PARTICIPATIONPEOPLE NOT ATTENDING THE PRESENTATION RETWEETED QUOTES AND CONTENT. THE PRESENTATION WAS LATER SHOWCASED ON SLIDESHARE.NET: 2K VIEWS ON THE FIRST DAY

@alexheuchert
@ddiament
@pablodimeglio
latin3.com

http://www.scoop.it	207
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http://igamification.pl	18
http://www.twylah.com	7
http://translate.googleusercontent.com	4
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Gamification in the Social Media Era

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