Your SlideShare is downloading. ×
GAMIFICATION IN THE SOCIAL MEDIA ERA<br />@alexheuchert<br />@ddiament<br />@pablodimeglio<br />
LEVEL 1<br />DOPAMINE<br />
Fromthebeginning,ourJob as Marketers&Developersof the web has beentoprovokeactions.<br />
Forthefirstdecade of the web, usabilityhas beenthematter of discussion: howtomakeusersclick.<br />
Has iteverhappenedtoyouthatafterenteringanemptystore, suddenly more peoplecome in?<br />
RECIPROCITY<br />COMMITMENT<br />SOCIAL PROOF<br />LIKING<br />AUTHORITY<br />SCARCITY<br />Robert Cialdini – “Influence :...
http://bit.ly/danceGM<br />Sometimes we need shortcuts to decide what’s fun, what’s worth spending time doing or what’s so...
Betweenanempty and a crowdedrestaurant: Wherewouldyougo?<br />
And ifthereare peopleyouknow and trust?(…orthey are verygood-looking)<br />
“People I knoware usingMOG”<br />Shortcut: Social Proof + Liking<br />“Subjectmatterexpertssayit’scool”<br />Shortcut: Aut...
Putting people in line gives a sense of scarcity, commitment and social proof.<br />
Google has been using all these techniques since the beginning of the social web.<br />
And no, they are not short of server capacity…<br />
During the last few years we have been developing with the social layer in mind. That required understanding how we social...
Now, what is making us addicts to services like Twitter, Facebook (and e-mail)?<br />http://slate.me/Dopamina <br />
Dopamine<br />
Liking<br />Seeking<br />We are in an eternal loop of Seeking (wanting) and Liking (reward). <br />Neuroscientists discove...
UNPREDICTABLE<br />+ SMALL DOSES<br />Ding!<br />+ PAVLOV<br />
Rock Band -<br />Games have been quite successful at something that web apps and digital products are pursuing these days:...
“The last decade was the social era.  The decade we took our social connections and digitalized online. This layer has bee...
The gaming industry has developed a science behind the art of engaging users.<br />
Marketers and entrepreneurs are going behind this science to create engaging services.<br />
LEVEL 2<br />ONGAMIFICATION<br />
LEVEL 2<br />GAMIFICATION <br />Istheapplication of video gamemechanics and dynamicsondiffernentscenariosorplatformswithth...
LEVEL 2<br />IT’S ORIGIN<br />Gabe Zichermann<br />Entrepreneur and gamification specialist.<br />“Gamification is the pro...
JP Rangaswami<br />Salesforce.com Chief Scientist <br />Gamification will change the way we work.<br />Any goal can be ach...
LEVEL 2 2<br />GAMIFICATION IS ABOUT MOTIVATION.<br />
LEVEL 2<br />GAMIFICATION                                 & SOCIAL MEDIA <br />In theengagement era, Gamificationistheengi...
LEVEL 2 2<br />FOURSQUARE,                                  THE BING BANG OF  GAMIFICATION.<br />
LEVEL 2 2<br />TARINGA,                                  THE ARGENTINE CASE.<br />
LEVEL 2 2<br />LINKEDIN,                                  AND THE ART OF REQUESTING INFORMATION.<br />
LEVEL 2 2<br />MISO & GETGLUE<br />Twosocial spaceswheretheirusers share contentaboutentertainment, vote fortheirfavorites...
LEVEL 2 2<br />FACEBOOK & TWITTER?<br />Facebook Credits<br />TwitterInfluence<br />
LEVEL 2<br />THE FUTURE OF SOCIAL NETWORKS<br />In a nearfuturetherewon’tbe social networkswith no gamemechanics.<br />
LEVEL 2<br />GAMIFICATION IS NOT ONLY FOR WEB APPLICATIONS<br />Expertspredictthatsoondifferenttechnics of GAMIFICATION wi...
LEVEL 2<br />In a recent study , Gartner estimates that by 2015 more than 50% of the companies will have applied gamificat...
LEVEL 2<br />What can weGamificate?<br /><ul><li>Entertainment shows
FinancialServices
Fitness and Health
Shopping
Education
HumanResources
Project Management</li></li></ul><li>LEVEL 2<br />WHAT CAN WE GAMIFICATE?<br />Gamificationhelpsusmakesomeactionsortasks m...
LEVEL 2: E-COMMERCE<br />LEVEL UP<br />A discountwebsitewhereusersreceivedifferentbenefitsonstoresorbusinesses, givingthem...
LEVEL 2: E-COMMERCE<br />BLUE FLY<br />Online clothingstoreforwomenwhereusersimprovetheir status as theyparticipate more o...
LEVEL 2: GAMIFICATION<br />FITNESS AND HEALTH<br />Organizations and companiesrelatedto sport ormedicalactivities are usin...
LEVEL 2: GAMIFICATION<br />FITNESS & HEALTH<br />LOSE IT<br />iPhone App<br />NIKE PLUS<br />Web  + iPhone App<br />
LEVEL 2: EDUCATION<br />KHAN ACADEMY<br />Khan Academy is a free virtual educative institution, where users can learn and ...
LEVEL 2: GAMIFICATION<br />HUMAN RESOURCES<br />It’s not only meant to be used to make the working space a better place, b...
LEVEL 2: GAMIFICATION<br />GAMIFY IT! <br />New ventures are entering the Gamification layer space.<br />
LEVEL 3<br />GAME MECHANICS<br />
“We don't stop playing because we grow old; we grow old because we stop playing.”<br />- George Bernard Shaw<br />
SOCIALIZER<br />CONQUEROR<br />RELATE<br />DEFEAT<br />(Oxytosine)<br />(Adrenaline)<br />MASTERMIND<br />SOLVE<br />(Dopa...
SOCIALIZER<br />CONQUEROR<br />MASTER<br />MIND<br />ACHIEVER<br />SEEKER<br />DAREDEVIL<br />SURVIVOR<br />A GAMER’S BRAI...
LEVEL 3<br />GAME MECHANICS<br />BLISSFULPRODUCTIVITY<br />CHALLENGE<br />LOSS AVERSION<br />DISCOVERY<br />LOTTERY<br />C...
LEVEL 3<br />GAME MECHANICS<br />GAMIFICATION WORKS BECAUSE ITTAPS INTO OUR NEEDSAND DESIRES<br />
LEVEL 3<br />GAME MECHANICS<br />HUMAN DESIRES<br />Reward<br />Status<br />Achievements<br />FreeExpression<br />Competit...
LEVEL 3: GAME MECHANICS<br />GAME DYNAMICS<br />MECHANICS<br />Points<br />Levels<br />Challenges<br />Virtual Goods<br />...
LEVEL 3: GAME MECANICS<br />HOW DOES IT WORK?<br />ACTIONS<br />EXPERIENCE<br />POINTS<br />ACKNOWLEDGMENT+REPUTATION+AWAR...
POINTS<br />MECHANICS PROGRESSION<br />FOSTERS<br />COMMITMENT<br />LOYALTY<br />TIME INVESTED<br />FUN<br />VIRALITY<br /...
LEVELS<br />MECHANICSPROGRESSION<br />FOSTERS<br />COMMITMENT<br />LOYALTY<br />TIME INVESTED<br />FUN<br />VIRALITY<br />...
ACHIEVEMENTS<br />MECHANICSREWARD<br />FOSTERS<br />COMMITMENT<br />LOYALTY<br />TIME INVESTED<br />FUN<br />INFLUENCE<br ...
CHALLENGES<br />MECHANICSREPUTATION<br />FOSTERS<br />PARTICIPATION<br />TIME INVESTED<br />INFLUENCE<br />FUN<br />PERSON...
VIRTUAL GOODS<br />MECHANICS REWARDS<br />FOSTERS<br />PARTICIPATION<br />INCOME<br />TIME INVESTED<br />INFLUENCE<br />VI...
LEADER BOARDS<br />FOSTERS<br />PARTICIPATION<br />COMPETITION<br />TIME INVESTED<br />INFLUENCE<br />FUN<br />PERSONALITY...
GIFTS & CHARITY<br />MECHANICSBEHAVIOR<br />FOSTERS<br />PARTICIPATION<br />INVESTED TIME<br />INFLUENCE<br />VIRALITY<br ...
BONUS LEVEL<br />HOW DID WE GAMIFICATE THIS PRESENTATION<br />
Upcoming SlideShare
Loading in...5
×

Gamification in the Social Media Era

2,826

Published on

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

Published in: Business, Technology

Transcript of "Gamification in the Social Media Era"

  1. 1. GAMIFICATION IN THE SOCIAL MEDIA ERA<br />@alexheuchert<br />@ddiament<br />@pablodimeglio<br />
  2. 2. LEVEL 1<br />DOPAMINE<br />
  3. 3. Fromthebeginning,ourJob as Marketers&Developersof the web has beentoprovokeactions.<br />
  4. 4. Forthefirstdecade of the web, usabilityhas beenthematter of discussion: howtomakeusersclick.<br />
  5. 5. Has iteverhappenedtoyouthatafterenteringanemptystore, suddenly more peoplecome in?<br />
  6. 6. RECIPROCITY<br />COMMITMENT<br />SOCIAL PROOF<br />LIKING<br />AUTHORITY<br />SCARCITY<br />Robert Cialdini – “Influence : The Psychology of Persuasion”<br />
  7. 7. http://bit.ly/danceGM<br />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.<br />
  8. 8. Betweenanempty and a crowdedrestaurant: Wherewouldyougo?<br />
  9. 9. And ifthereare peopleyouknow and trust?(…orthey are verygood-looking)<br />
  10. 10. “People I knoware usingMOG”<br />Shortcut: Social Proof + Liking<br />“Subjectmatterexpertssayit’scool”<br />Shortcut: Authority<br />
  11. 11. Putting people in line gives a sense of scarcity, commitment and social proof.<br />
  12. 12. Google has been using all these techniques since the beginning of the social web.<br />
  13. 13. And no, they are not short of server capacity…<br />
  14. 14. During the last few years we have been developing with the social layer in mind. That required understanding how we socially behave.<br />http://bit.ly/SocialLayer<br />
  15. 15. Now, what is making us addicts to services like Twitter, Facebook (and e-mail)?<br />http://slate.me/Dopamina <br />
  16. 16. Dopamine<br />
  17. 17. Liking<br />Seeking<br />We are in an eternal loop of Seeking (wanting) and Liking (reward). <br />Neuroscientists discovered that we enjoy wanting more than having. <br />
  18. 18. UNPREDICTABLE<br />+ SMALL DOSES<br />Ding!<br />+ PAVLOV<br />
  19. 19. Rock Band -<br />Games have been quite successful at something that web apps and digital products are pursuing these days: Engagement.<br />Source : Jane McGonigal : http://fora.tv/conference/gamification_summit_2011<br />
  20. 20. “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.”<br />Seth Priebatsch - SCVNGR<br />
  21. 21. The gaming industry has developed a science behind the art of engaging users.<br />
  22. 22. Marketers and entrepreneurs are going behind this science to create engaging services.<br />
  23. 23.
  24. 24. LEVEL 2<br />ONGAMIFICATION<br />
  25. 25. LEVEL 2<br />GAMIFICATION <br />Istheapplication of video gamemechanics and dynamicsondiffernentscenariosorplatformswiththegoal of motivating and increasingparticipantengagement. <br />
  26. 26. LEVEL 2<br />IT’S ORIGIN<br />Gabe Zichermann<br />Entrepreneur and gamification specialist.<br />“Gamification is the process of using game thinking to solve problem and engage users” <br />
  27. 27.
  28. 28. JP Rangaswami<br />Salesforce.com Chief Scientist <br />Gamification will change the way we work.<br />Any goal can be achieved in an organization if motivation is applied correctly.<br />Gamification allows us to award organization members based on their achievements at a specific set of time.<br />
  29. 29. LEVEL 2 2<br />GAMIFICATION IS ABOUT MOTIVATION.<br />
  30. 30. LEVEL 2<br />GAMIFICATION & SOCIAL MEDIA <br />In theengagement era, Gamificationistheenginethatmovesusers.<br />
  31. 31. LEVEL 2 2<br />FOURSQUARE, THE BING BANG OF GAMIFICATION.<br />
  32. 32. LEVEL 2 2<br />TARINGA, THE ARGENTINE CASE.<br />
  33. 33. LEVEL 2 2<br />LINKEDIN, AND THE ART OF REQUESTING INFORMATION.<br />
  34. 34. LEVEL 2 2<br />MISO & GETGLUE<br />Twosocial spaceswheretheirusers share contentaboutentertainment, vote fortheirfavorites and earnpoints and badgestoreach a particular status orgainspecialbenefits.<br />
  35. 35. LEVEL 2 2<br />FACEBOOK & TWITTER?<br />Facebook Credits<br />TwitterInfluence<br />
  36. 36. LEVEL 2<br />THE FUTURE OF SOCIAL NETWORKS<br />In a nearfuturetherewon’tbe social networkswith no gamemechanics.<br />
  37. 37. LEVEL 2<br />GAMIFICATION IS NOT ONLY FOR WEB APPLICATIONS<br />Expertspredictthatsoondifferenttechnics of GAMIFICATION willbeusedin industrieslikehealthcare, financialservices, transportation, and government.<br />
  38. 38. LEVEL 2<br />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.<br />
  39. 39. LEVEL 2<br />What can weGamificate?<br /><ul><li>Entertainment shows
  40. 40. FinancialServices
  41. 41. Fitness and Health
  42. 42. Shopping
  43. 43. Education
  44. 44. HumanResources
  45. 45. Project Management</li></li></ul><li>LEVEL 2<br />WHAT CAN WE GAMIFICATE?<br />Gamificationhelpsusmakesomeactionsortasks more atractive, making use of ourwillingnesstoplaygames.<br />GameMechanicsallowsustomotivatepeopletotakeactionstheyusuallyconsiderboring, likecompletingsurveysorforms, shopping, goingon a dietorstudying!<br />
  46. 46. LEVEL 2: E-COMMERCE<br />LEVEL UP<br />A discountwebsitewhereusersreceivedifferentbenefitsonstoresorbusinesses, givingthemaccesstobiggerbenefits as theyspend more moneyonthem.<br />
  47. 47. LEVEL 2: E-COMMERCE<br />BLUE FLY<br />Online clothingstoreforwomenwhereusersimprovetheir status as theyparticipate more onthecommunity, makepurchases and recommendproducts.Withthesestatusestheyget more discounts, and exclusive benefits.<br />
  48. 48. LEVEL 2: GAMIFICATION<br />FITNESS AND HEALTH<br />Organizations and companiesrelatedto sport ormedicalactivities are usingGamificationtogiveusersan extra motivationduring training sessionsordietplans.<br />
  49. 49. LEVEL 2: GAMIFICATION<br />FITNESS & HEALTH<br />LOSE IT<br />iPhone App<br />NIKE PLUS<br />Web + iPhone App<br />
  50. 50. LEVEL 2: EDUCATION<br />KHAN ACADEMY<br />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.<br />
  51. 51. LEVEL 2: GAMIFICATION<br />HUMAN RESOURCES<br />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. <br />
  52. 52. LEVEL 2: GAMIFICATION<br />GAMIFY IT! <br />New ventures are entering the Gamification layer space.<br />
  53. 53. LEVEL 3<br />GAME MECHANICS<br />
  54. 54. “We don't stop playing because we grow old; we grow old because we stop playing.”<br />- George Bernard Shaw<br />
  55. 55. SOCIALIZER<br />CONQUEROR<br />RELATE<br />DEFEAT<br />(Oxytosine)<br />(Adrenaline)<br />MASTERMIND<br />SOLVE<br />(Dopamine)<br />ACHIEVER<br />COLLECT<br />(Dopamine)<br />SEEKER<br />EXPLORER<br />(Endorfine)<br />DAREDEVIL<br />SURVIVOR<br />RUSH<br />(Adrenaline)<br />ESCAPE<br />(Adrenaline)<br />A GAMER’S BRAIN<br />BY ROB BEESON<br />
  56. 56. SOCIALIZER<br />CONQUEROR<br />MASTER<br />MIND<br />ACHIEVER<br />SEEKER<br />DAREDEVIL<br />SURVIVOR<br />A GAMER’S BRAIN<br />GAMIFIED PROFILES<br />
  57. 57. LEVEL 3<br />GAME MECHANICS<br />BLISSFULPRODUCTIVITY<br />CHALLENGE<br />LOSS AVERSION<br />DISCOVERY<br />LOTTERY<br />CASCADINGINFORMATIONTHEORY<br />BONUS<br />EPIC MEANING<br />LEVELS<br />ACHIEVEMENTS<br />INFINITE GAMEPLAY<br />COMBOS<br />STATUS<br />PROGRESSION<br />POINTS<br />REWARDSCHEDULES<br />COMMUNITYCOLLABORATION<br />COUNTDOWN<br />OWNERSHIP<br />VIRALITY<br />APPOINTMENTS<br />
  58. 58. LEVEL 3<br />GAME MECHANICS<br />GAMIFICATION WORKS BECAUSE ITTAPS INTO OUR NEEDSAND DESIRES<br />
  59. 59. LEVEL 3<br />GAME MECHANICS<br />HUMAN DESIRES<br />Reward<br />Status<br />Achievements<br />FreeExpression<br />Competition<br />Altruism<br />Points<br />Levels<br />Challenges<br />GAME MECHANICS<br />VirtualGoods<br />LeaderBoards<br />Gifts & Charity<br />
  60. 60. LEVEL 3: GAME MECHANICS<br />GAME DYNAMICS<br />MECHANICS<br />Points<br />Levels<br />Challenges<br />Virtual Goods<br />Leaderboards<br />Gifts & Charity<br />DYNAMICS<br />Awards<br />Status<br />Achievements<br />Free Expression<br />Competition<br />Altruism<br />
  61. 61. LEVEL 3: GAME MECANICS<br />HOW DOES IT WORK?<br />ACTIONS<br />EXPERIENCE<br />POINTS<br />ACKNOWLEDGMENT+REPUTATION+AWARDS<br />
  62. 62. POINTS<br />MECHANICS PROGRESSION<br />FOSTERS<br />COMMITMENT<br />LOYALTY<br />TIME INVESTED<br />FUN<br />VIRALITY<br />PERSONALITYACHIEVEREXPLORERCONQUEROR<br />
  63. 63. LEVELS<br />MECHANICSPROGRESSION<br />FOSTERS<br />COMMITMENT<br />LOYALTY<br />TIME INVESTED<br />FUN<br />VIRALITY<br />PERSONALITYACHIEVEREXPLORERCONQUEROR<br />
  64. 64. ACHIEVEMENTS<br />MECHANICSREWARD<br />FOSTERS<br />COMMITMENT<br />LOYALTY<br />TIME INVESTED<br />FUN<br />INFLUENCE<br />PERSONALITYACHIEVEREXPLORERCONQUEROR<br />
  65. 65. CHALLENGES<br />MECHANICSREPUTATION<br />FOSTERS<br />PARTICIPATION<br />TIME INVESTED<br />INFLUENCE<br />FUN<br />PERSONALITYMASTER MIND<br />ACHIEVEREXPLORER<br />
  66. 66. VIRTUAL GOODS<br />MECHANICS REWARDS<br />FOSTERS<br />PARTICIPATION<br />INCOME<br />TIME INVESTED<br />INFLUENCE<br />VIRALITY<br />PERSONALITY<br />ACHIEVEREXPLORER<br />SOCIABLE<br />
  67. 67. LEADER BOARDS<br />FOSTERS<br />PARTICIPATION<br />COMPETITION<br />TIME INVESTED<br />INFLUENCE<br />FUN<br />PERSONALITYCONQUEROR<br />DAREDEVIL<br />ACHIEVER<br />MECHANICSCOMPETITION<br />
  68. 68. GIFTS & CHARITY<br />MECHANICSBEHAVIOR<br />FOSTERS<br />PARTICIPATION<br />INVESTED TIME<br />INFLUENCE<br />VIRALITY<br />PERSONALITYACHIEVEREXPLORER <br />SOCIABLE<br />
  69. 69. BONUS LEVEL<br />HOW DID WE GAMIFICATE THIS PRESENTATION<br />
  70. 70. BONUS<br />WALK THE TALK<br />Thisdeckwaspresentedduringthe Social Media Week 2011, in Buenos Aires, Argentina.<br />WewantedtoWalkTheTalk, byfosteringparticipation and visibility of ourpresentationonTwitter.<br />
  71. 71. BONUS<br />#SMWBAGAME<br />Oneverylevelwegaveouraudience a challenge. Rewardingthemwithbadges and T-Shirts.<br />Using a hashtag similar totheofficialoneusedfortheevent, wecreatedthreechallenges. Resultscouldbefollowedon a livewebsite.<br />Resultscouldbefollowedon a livewebsite.<br />
  72. 72. BONUS<br />#SMWBAGAME<br />LEVEL 1: CHECK-IN<br />FIRST 10 PARTICIPANTS WHO USED OUR HASHTAG.<br />LEVEL 2: PARTICIPATION<br />TOP 5 USERS WHO TWEETED WITH OUR HASHTAG DURING THE PRESENTATION (Sharingthoughts and content)<br />LEVEL 3: CHALLENGE<br />WE ASKED TO ANSWER A QUESTION RELATED TO THE FIRST LEVEL (DOPAMINE)<br />
  73. 73. BONUS<br />RESULTS!<br />80% OF THE AUDIENCE TWEETED DURING THE PRESENTATION<br />(WE GUESS THEY WERE LISTENING ALSO)<br />TRENDING TOPIC IN ARGENTINA<br />LOCAL TT DURING THE EVENT. EVEN MORE THAN THE OFFICIAL HASHTAG OF THE SOCIAL MEDIA WEEK. <br />EXTERNAL PARTICIPATIONPEOPLE NOT ATTENDING THE PRESENTATION RETWEETED QUOTES AND CONTENT. THE PRESENTATION WAS LATER SHOWCASED ON SLIDESHARE.NET: 2K VIEWS ON THE FIRST DAY<br />
  74. 74. @alexheuchert<br />@ddiament<br />@pablodimeglio<br />latin3.com<br />

×