TWTRCON SF 10 Workshop: Game-Based Marketing Dynamics

Workshop: How to Apply Game-Based Marketing Dynamics to Twitter
Instructor:
James Clark, Co-Founder, Room 214 | @jamesoclark | @Room_214

Thank You to Our Sponsors ANCHOR SPONSORS EXHIBITOR PLATINUM SPONSORS SILVER SPONSORS BOOTSTRAP SPONSORS Please visit our Sponsors and Exhibitors during the breaks!

Thank You to Our Partners RESEARCH PARTNER COMMUNICATIONS PARTNER MIX TWEET PARTNER NON-PROFIT PARTNER ASSOCIATION PARTNERS MEDIA AND OUTREACH PARTNERS

James Clark Co-Founder Room 214 @jamesoclark @Room_214 Dave Rogers LocalBunny @daverogers @localbunny

GAME TIME DO THIS NOW!!! Tweet: @LocalBunny GAME

How Many of You Consider Yourselves Gamers?

How Many of You Have Booked Flights Based on Your Enrollment in a Frequent Flier Program?

Gamification The process of increasing user engagement and/or participation by integrating game mechanics and dynamics into your site, service, community to drive participation and engagement

Game Mechanics The elements of a game that allow for a fun and engaging user experience. Including, but not limited to: goals, points, collecting badges, awards, trophies, etc.; rankings and leaderboards, levels, exchange of virtual goods and currencies and feedback loops

FREQUENT FLIER? Game Dynamics The compelling motivational nature of the game is the result of the desires and motivations: reward, status, achievement, self-expression, competition, altruism

GAMIFICATION FUNDAMENTAL GAME MECHANICS
POINTS
COLLECTING
FEEDBACK
EXCHANGES
CUSTOMIZATION
STATUS
ACCESS
POWER
STUFF
FUNDAMENTAL GAME DYNAMICS LEVELS LEADERBOARDS MISSIONS

3 STEPS
POINTS
Experience Points – earn points for doing something, completing tasks
Skill Points – earned through interacting with a system that needs learning
Influence Points: ratings in Amazon, ratings in Stackoverflow
Redeemable Points: Can you spend your points? – Frequent Flier Miles – very sticky engagement loop
2. FEEDBACK & REWARDS
Levels: shorthand for participation and achievement
Leaderboards: identify, motivate and reward your most devoted players (can de-motivate new players)
Social leaderboards: you and your friends – beat the next person above you
Missions: tell players what to do next – SCVNGR
Reputation and ratings: ask and answer questions Amazon, Stackoverflow, trust is necessary
Achievements: short-term goals + sense of progression (beware of achievement fatigue)
Roles: time-based roles – newbies (easy to earn – feel successful) and power users (scarce resources – access)
3. VIRAL OUTREACH
Competition: bragging, taunting, challenging
Cooperation: sharing, helping, gifting
Self-Expression: check out my character/outfit/farm/page
Source: Amy Jo Kim, Reward Systems that Drive Engagement

5 FUNDAMENTALS Source: Amy Jo Kim, Reward Systems that Drive Engagement
POINTS
Most fundamental mechanic that makes something seem like a game is points
Once you’ve got points – you can do leaderboards
Once you’ve got points – you can do levels

5 FUNDAMENTALS
2. COLLECTING
Collecting is very main stream: baseball cards, trading cards, beanie babies, shot glasses from around the world.
Badges tap into game mechanics
Badges are interesting where there are more to earn
What does it mean to get a complete set: Gain Status, Access and $$
If you can frame your badges as sets that you can complete – you just tapped into collecting mechanics

5 FUNDAMENTALS
3. FEEDBACK
Games gives you feedback on so many levels about what you’re doing they actually makes you better at your skill.
Keeps you on the road to mastery
Tells you if you’re on the right track
Helps you get better like a great coach

5 FUNDAMENTALS
4. EXCHANGES
Taking Turns
Chess, conversations, tit-for-tat
Most basic game mechanics we learn as kids: wait your turn

5 FUNDAMENTALS
5. CUSTOMIZATION
Can be customizing your character like World of Warcraft – or bligning out your profile on Facebook or Twitter.
Anytime you have a rich profile you can decorate
Traditionally the ground of hardcore gamers is not much more in the general public lexicon

10,000 HOURS
It takes 10,000 hours of deliberate practice to master a subject or skill
The person practicing must constantly strive to get better
10,000 hours for great achievement

10,000 HOURS
By the age of 21 a majority of kids will have spent 10,000 hours playing online video games
We invest 3 Billion Hours Weekly in Online Gaming
So what exactly are these kids getting good at?
Urgent Optimism – the belief that you will ultimately be successful, even if you experience many failures
Social fabric – a sense of trust that others will help you
Blissful productivity – a desire to work hard and purposefully
Epic meaning – an understanding that one is individually capable of changing the world
Jane McGonigal, Director of Game Research & Development, Institute for the Future Source:Jane McGonigal, TED Presentation: Gaming can make a better world

KIVA Who is Kiva’s biggest competitor? “ I think our biggest competitor is actually, probably Zynga. It’s not other nonprofits it’s actually competing for people’s attention. That fantasy football player in Canton, Ohio who might play two hours of Farmville at night, how do we get them to think about Uganda?…If building a real farm on Kiva can be as compelling as building a virtual farm on Facebook, then I think we’ve done our jobs really well.” - Kiva, President Premal Shah VS

BUSINESS VALUE Gamification can drive virtually any kind of participation including: “ Participation Builds Lasting Relationship and Impacts Fundamental Business Objectives” - Bunchball “Gamification 101”
Watching videos
Listening to audio
Viewing photos
Opting in to email
Creating content
Answering questions
Making a purchase
Taking quizzes
Search for info
Sharing personal info
Rating products
Reading articles
Registrations
Voting on content
Writing comments
Participating in discussions
Posting to forums
Taking a poll
Visiting repeatedly
Visiting affiliate sites
Recommending affiliates

Set Up
Select Game Premise: Knowledge, Skill, Chance
Determine How Winner Is Selected
Create Game Interaction: Content, Responses
Acquire Twitter Handles
Promote
Limitations
Time frame
SPAM
Throttling

Today’s Experience
Simple Activation: Tweet @LocalBunny Trivia
3 Levels of Play: Must answer correctly to proceed
Knowledge: Question to answer
Skill: Word Scramble
Chance: Slots
Leaderboard: How do you stack up to the competition
Optimism: % Chance to Win

Behind the Scenes
Level 1
Q&A Game
20 winners (half the audience)
Winner will be randomly selected
All correct answers will be moved on to Level 2
Prize: $5 gift card at Chipotle
Trivia Question:
@user What Mexican Grill is named after a chili and sources organic local produce? Reply to @LocalBunny5
Answer= Chipotle
Correct response merits - @user Congrats you got it. To advance Tweet SCRAMBLE to @tweetatown for you next question

Behind the Scenes
Level 2
Word Scramble
2 winners
All correct answers will be moved on to Level 3
Prize: $50 gift card from Yahoo!
Trivia Question:
@user Unscramble this: “rerjy agyn” and reply to @TheQuizBaron with ONLY the unscrambled phrase
@user Hint: he’s a co-founder of prominent tech company
Answer= Jerry Yang
Correct response merits - @user Nice job smarty pants! Tweet SPIN to @bunnyisland for your final game and chance to win the big prize!

Behind the Scenes
Level 3
Slots
1 Winner
Prize: Flip Cam from Yahoo!
Trivia:
@user flip or cam – match wins

RESOURCES Articles: HOW TO: Use Game Mechanics to Power Your Business , Mashable, http://goo.gl/3ubh SCVNGR’s Secret Game Mechanics Playdeck , Tech Crunch, http://goo.gl/IR6s Mint Turns Personal Finance Into a Game. It’s Better Than It Sounds , Tech Crunch, http://goo.gl/AlPX Kiva President on the Next 5 Years and Why Zynga is Their Biggest Rival , Tech Crunch TV, http://goo.gl/lU3b Jane McGonigal: Gaming Can Make a Better World , TED Talk, http://goo.gl/xiKd Get Ready for the Decade of Gamification, MercuryNews.com, http://goo.gl/7W4r People to Follow: Amy Jo Kim, @amyjokim, http://shufflebrain.com Gabe Zichermann, @gzicherm, co-author of: game-based marketing , http://gamebasedmarketing.com , http://gamification.co Companies Doing Cool Things: Badgeville, http://badgeville.com/ FanAppz, http://fanzpps.com BigDoor, http://bigdoor.com Bunchball, http://bunchball.com

And the WINNER is.... Thanks for Playing

TWTRCON SF 10 Workshop: Game-Based Marketing Dynamics

by The Realtime Report on Nov 22, 2010

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TWTRCON SF 10 Workshop: Game-Based Marketing Dynamics Presentation Transcript