The document discusses using social media games and celebrities as assets for non-profits. It covers how positive and negative emotions can influence behavior in marketing. Fun elements like mentions, celebrities, promotions and games can stimulate emotional response. Most social media activity now occurs on mobile devices. Simple interactions like likes and comments provide feedback but require more labor. Celebrities with many followers may not be effective on social media unless they understand best practices. Gamification and games can engage users by incorporating elements like rewards, achievements and competition. Promotions must be legal and align with an organization's brand. The presenters sought feedback on amplifying social media, integrating cause marketing and applying gamification to celebrity partnerships.

1. Fun in Social Media
Fun in Social Media:
Social Media Games and Celebrities
as Social Media Assets
Presented by:
Kevin Lee, We-Care.com
Ettore Rossetti, Save the Children
Conference: Social Media for Non-Profits

2. Emotion and Marketing
Marketing is about changing attitudes and
behaviors. Both positive and negative
messages play a role in stimulating
emotional response, but what about fun?:
• Mentions
• Celebrities
• Promotions
• Games / Gaming / Gamification /
Rewards

3. Don’t forget Mobile
Increasing % of social media action occurs
on mobile devices:
• Smartphones
• Tablets

4. The simplest form of fun
A simple mention, comment or “Like” is the
beginning of feedback and reinforcement for
supporters.
However these forms of reinforcement are
generally labor intensive so consider:
• Delegation
• Filters
• Frequency
• Differences in platform (who sees what)

5. Celebrities (Twitter and Traditional)
Followers are great but consider
Klout, Kred and in our opinion upward
influence

6. Celebrities (navigating influence)
Upward influence is the holy grail:

7. Celebrities, Learnings from #MillionDimes
Celebrity and # of followers (2.6 million for
example) are not necessarily correlated
with savvy Twitter behavior:
• What is wrong with this tweet?

8. Celebrities, Learnings from #MillionDimes
When the celebrity “gets it”
their followers often don’t.
Never assume that users
have a clue. The level
of understanding of
Twitter best practices is
low.

9. Celebrities, Learnings from Deal of theDay
Fans (from personal accounts can rally
the celebrity.
This follower (works for the cause)
convinced celeb
to retweet.

10. Brands are special celebrities
A cause got a brand to retweet.

11. Celebrities often have favorite causes
And sometimes they’ll work for you, the
cause.

12. "I’m Gonna Be Your Friend"

14. Bob Marley: “I’m Gonna Be Your Friend”

16. 16

18. Gaming, Gamification and Games
The three terms are used somewhat interchangeably but
there are nuances.
• Gaming is the process of playing games
• Games of skill
• Games of chance
• Time Wasters
• Puzzles
• Gamification is the use of game-thinking and game
mechanics in a non-game context in order to engage
users and solve problems.(Wikipedia).
• Most games fail to maintain momentum, so have
reasonable expectations.

19. Gamification elements
Nonprofits need to consider whether they can make
existing tasks (that help the cause) feel more like
games. Then layer on elements of gamification
• Rewards
• Points / virtual currency
• Achievement badges or levels
• Filling of a progress bar (individual or teams)
• Social Benefits (bragging rites)
• The feeling like they are getting as much as they give
(including psychic benefit)

26. Fastathon Live

28. Promotions (keep in line with your brand)
Promotions are rife with potential legal ramifications
(particularly contests and sweepstakes).
• Seek legal counsel
• Keep promotions in line with your brand and message
• Consider both platform-specific and cross platform
promos:
• Twitter parties
• Facebook promos with apps
• What’s your activation strategy?
Simple is better (lesson learned by #MillionDimes)

29. What I’m Excited About
We-Care.com is expanding beyond a
passive micro – donation platform into a
cause marketing and communications
platform. We value your thoughts on:
• Social Media Amplification
• Intersection of Cause Marketing and
Social Media
• The application of gamification to the
celebrity – charity link

30. Fun in Social Media
#THANKYOU
Fun in Social Media:
Social Media Games and Celebrities
as Social Media Assets
Presented by:
Kevin Lee, We-Care.com
Ettore Rossetti, Save the Children
Conference: Social Media for Non-Profits