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Gamification stanford class 10-11 v2

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How you can use game mechanics to increase user engagement, from market research surveys to controlling traffic speed.

How you can use game mechanics to increase user engagement, from market research surveys to controlling traffic speed.

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  • Follower count metric presented front-and-center on the services’ main page. Users “playing” in 2009-2010 jumped thru all sorts of hoops to gain more followers.
  • Tweet instantly visible, instead of hitting Post Comment for your brilliant missive and getting the response “Comments must be approved first”
  • When MBA students are asked how important salary is in choice of a job they usually rank it about 7th. However when it is what they say what they believe others think, it climbs up on the list.
  • Transcript

    • 1. Gamification in Social Media
      Cheskin Added Value
      255 Shoreline Dr., Suite 350
      Redwood Shores, CA 94065
      650-802-2100
      Stanford BUS 109 Marketing and Social Media Strategy
      Authors:
      Leigh.Marriner@cheskin-added-value.com
      Date:
      October 2011
    • 2. What does Cheskin Added Value do?
      We answer central marketing questions.
      Brand Equity
      Communication
      Market
      Positioning
      Innovation
    • We have a global perspective, with 22 offices in 14 countries
      Hong Kong
      Beijing
      Shanghai
      Guangzhou
      Los Angeles
      San Francisco
      New York
      Seattle
      Mumbai
      London
      Paris
      Barcelona
      Madrid
      Nuremberg
      Milan
      Warsaw
      Moscow
      Philippines
      Singapore
      Cape Town
      Johannesburg
      Sydney
      © 2011 Cheskin Added Value
    • 25. We help leaders innovate
      1980s Apply Ethnography to Business
      1990s
      Leverage technology to better understand consumers
      2000s
      Designing brands that express meaningful experiences
    • 26. Gamification
      The application of gaming concepts and techniques to non-game experiences, in order to drive desired behaviors.
      Better engagement
      Lift of target behaviors
      On-boarding
      Conversion
      Increase re-engagement
      Virality (broadcasting)
    • 27. The power of gamification
      You can incentivize any action you value
      Can help you better engage both enthusiastic and even passive audiences
      Delivers real business value
    • 28. What is the key to success?
      Requires that you identify the behaviors or actions you want from participants, alongside their relative value
      Then identify engagement-based strategies (game mechanics) to engineer a path to your goal
      Identify the behaviors you want to elicit – awareness,
      click-throughs, recommendations, purchases – then determine motivators that can provoke each of those behaviors
    • 29. What are rewards?
      The best reward is the intrinsic satisfaction a user gets from participating – it’s not necessarily keeping score.
      Gamification is not just a rewards or loyalty system. Although these can, and typically do, form part of a gamification environment, they’re just pieces of the overall puzzle.
      Ideally it has so much “fun value” that the pure engagement qualities of playing can in itself be the reward.
    • 30. “I never thought of it as a game”
      Facebook is not a game. My experience is not cheapened by 1 point for writing on some friend’s wall. That’s just overdoing it. It’s been a social network for me and like the way that they’ve employed game mechanics, they’ve kept it that way and I appreciate that.
      I never thought of it as a game. So it’s kind of weird when people say, “Do you play FourSquare?” I thought of it as another application. I don’t play it to like win something and I don’t really care if I’m Mayor of anything. I can see where my friends have been and stuff like that, but I don’t necessarily think of it as a competition.
      A lot of times Foursquare will have nice little coupons of hey, if you are around here check this out or get $10.00 off this bakery or stuff like that. I actually kind of like that. That’s actually kind of cool.
      x
      I think tips are usually they’re funny, which is kind of cool, like I went to this café up in San Francisco called Epicenter and one of the tips was like ask the cashier what he can do with a computer. And I was so intrigued and I really wanted to…
      I feel Foursquare’s figured out a balance, it’s not disgusting to me when they do game mechanics or give me points which I can earn. If I check in the same place, they give me less points than my checking into a new place. They use it in a more clever way so that I go to new places, so I feel like they’re doing me something, I’m getting benefits if I go to new places because I get to get more points.
      .
    • 31. What are game mechanics?
      Game mechanics are essentially a marriage of tools that measure and report statistics. Those statistics are used to represent progress and justify rewards.
    • 32. Game MechanicsWhat makes games so addicting?
      Game Psychology1
      Game Mechanics2
      Results3
      1
      Competition
      It’s a pleasurable activity
      It's an activity that we feel that we can perform - a challenge that requires skill
      Clear goals for our activity
      Constant feedback on our progress
      Exercise control over our environment
      We become less self-absorbed
      Better instructions- you have a goal and it’s measurable
      Better feedback- anytime you do something the environment responds
      Connects you to emotions- “fiero” experience
      Better community
      2
      Achievements
      3
      Points
      4
      Purposeful
      5
      Collecting
      6
      Shared
      7
      Social reciprocity
      8
      Feedback & Exchanges
      9
      Customization
      10
      Expressive
      Source: 1) Gamasutra, The Psychology Behind Games, April 26, 2005 2) Beautiful Interfaces, Farmville’s 5 Psychological Hooks, 2009; Amy Jo Kim, Shufflebrain; AppsLab, Why Gaming is the Future of Everything, November 5th, 2009 3) Jane McGonigal, UX Week Video,
    • 33. Game mechanics are integral to social networking sites
      “Points or
      Follower Counts”
      “Feedback &
      Exchanges”
      “Achievements”
      “Collecting”
    • 34. Instant reinforcing feedback loops
      Can incent people to do things they previously shunned; i.e. short-burst knowledge management within a company
      Tweet count (“score”)
      Tweet instantly visible (“result”)
      Irregular feedback by other people responding/retweeting
      @mentions tab is the
      Behaviorist’s irregular reward schedule mechanism. Pavlov figured out irregular rewards worked best of all.
      = self-reinforcing (“addictive”)
    • 35. Metagames as a model for increasing engagementReal world reward systems drive engagement
      Metagames layer a rewards system on an existing real life activity.
      Real life leveling systems can be applied to everything.
      School behavior charts
      Frequent Flyer Programs
      Contests/raffles
      Discounts for being a frequent shopper
      Metagame design advances engagement.
      • Participating in a game and receiving real world benefits like discounts or public recognition increases engagement.
      • 36. Currently Foursquare is tapping into the reward mechanism by creating a platform where businesses can reward their customers.
      • 37. Rewards could include special graphics, titles, credits, social accolades, QR-coded coupons.
      Source: Amy Jo Kim, Shufflebrain; Metagames Presentation
    • 38. Gaming mechanics are being applied to the newest generation of social tools -1-
      Points for completing real world tasks
      Gambit Tasks: Gambit Payment’s online payment system makes the earning opportunities CrowdFlower brings to the online workforce available in virtual economies for the first time in the history of social games.
    • 39. Gaming mechanics are being applied to the newest generation of social tools -2-
      Solving real world situations - points, achievements, purposeful, shared:
      Urgent Evoke :The goal of the social network game is to help empower young people all over the world, and especially young people in Africa, to come up with creative solutions to our most urgent social problems.
    • 40. Gaming mechanics are being applied to the newest generation of social tools -3-
      Answering questions: points, achievements, collecting, purposeful, shared
      StackOverflow: Technical Q&A site with crowdsourced moderation and reputation system. People are encouraged to give best answers and ask best questions with points, badges, and tags
    • 41. How have brands used gamification?
      Post % completed of surveys when log in
      Design own drink and share on iPhone for loyalty program points
      Buy high end products cheaply if get there fast enough
    • 42. Game mechanics can be mis-used
      E.g. reward users with points for clicking around a site or remaining on a page to consumer content
      “The user will get hooked and consciously participate as soon as they recognise the value in it.”
      Why does the user care about these points?
    • 43. Let’s design game mechanics for highway speed camera system
      In Finland, ticket charge based on income. Saw 3% decrease in speed. Fast car owners had money and didn’t care.
      Their solution:
      Took pictures of every car going by. Once a month one person who had gone under the speed limit won the lottery of all the penalties.
      30% decrease in speed
      Game was linked directly to the outcome desired.
    • 44. Game mechanics in market research
      When respondents enjoyed the experience, researchers received 2-3 x as much feedback and participants took more time with their answers. They explored how game rules could turn questions into puzzles.1
      Instead of asking respondents how much they liked a brand, we asked them how happy they would be to wear a given brand on their T-shirt.
      Instead of asking where they liked to go on holiday, they were invited to imagine they had to publish a magazine offering holiday recommendations.
      Describe yourself yielded 2.4 words and 85% response. Describe yourself in exactly seven words yielded an average of 4.5 words and 98% response.
      When asked how much they liked a list of music acts, they got 83 evaluated. When asked to imagine they owned their own radio station and decide which artists to play, the number of artists evaluated rose to 148.
      When asked to list favorite foods, on average listed 6. When told they had 2 minutes, it produced 35 items.
      (1) Engage Research and GMI, September 2011. 30 experiments with >5,000 people.
    • 45. Game playing in market research
      Turning marketing surveys into games, based on stock market trading
      For getting consumer reactions to new product ideas
      Players buy and sell different product concepts
      Has been used for ski resorts, crossover vehicles, laptop bags, smartphones, mirroring results found through traditional research
      Do Respondents Prefer Surveys or Stock Trading?
      Source: Professor Ely Dahan, UCLA Anderson School of Managaement
    • 46. Game playing in market research
      Something even simpler than markets for predicting preference
      Individuals expectation of what others will prefer is a better predictor than their own preference
      Source: Professor Ely Dahan, UCLA Anderson School of Managaement
    • 47. Design Principles
      Use gaming to enhance real life activities.
      Measure behavior and report it
      Create achievement “badges” that can be collected and displayed: Create brag-able moments
      Don’t let the gaming mechanics get in the way
      Easy to share: quick, simple and reward those that share
      Easy to “play”: simple, low involvement, quick
      Easy to join: leverage existing social networks like Facebook /Twitter; game tries to make players invite more friends to join
      Game pacing: grant rewards over time; sandbox play, continuously add new things
      Make it mobile
      Make it fun!
      Source: Amy Jo Kim, Shufflebrain; Metagames Presentation, The social behavior incentive (how your app can be as addictive as Facebook, Twitter, Foursquare) by Robert Scoble on January 23, 2010
    • 48. Further reading

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