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Gamification in the Social Media Era
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Gamification in the Social Media Era

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How has evolved web application design in the last 15 years? From usability to engagement. How can we leverage behavior studies to create digital applications than click on users brain and make them ...

How has evolved web application design in the last 15 years? From usability to engagement. How can we leverage behavior studies to create digital applications than click on users brain and make them came from more. How gamification is the latest trend on design based on behavior. How can we apply it to activities like health and government and even on your own presentation.

This deck was presented during Social Media Week 2011 in Buenos Aires, Argentina. By Dario Diament - Digital Marketing Manager - Alex Heuchert, Digital Creative Director and Pablo Di Meglio - Social Media Leader @ Latin3.com

Latin3 is one of the leading digital agencies in Latin America and the US Hispanic Market. Learn more about Latin3 at http://www.latin3.com

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Gamification in the Social Media Era Gamification in the Social Media Era Presentation Transcript

  • GAMIFICATION IN THE SOCIAL MEDIA ERA
    @alexheuchert
    @ddiament
    @pablodimeglio
  • LEVEL 1
    DOPAMINE
  • Fromthebeginning,ourJob as Marketers&Developersof the web has beentoprovokeactions.
    View slide
  • Forthefirstdecade of the web, usabilityhas beenthematter of discussion: howtomakeusersclick.
    View slide
  • 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.
  • LEVEL 2: GAMIFICATION
    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.
  • LEVEL 2: GAMIFICATION
    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.
  • LEVEL 2: GAMIFICATION
    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
    PERSONALITYACHIEVEREXPLORERCONQUEROR
  • ACHIEVEMENTS
    MECHANICSREWARD
    FOSTERS
    COMMITMENT
    LOYALTY
    TIME INVESTED
    FUN
    INFLUENCE
    PERSONALITYACHIEVEREXPLORERCONQUEROR
  • 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