What is gamification? How do brands use it to incite consumer action?

1. ACTION! Gamification, Technology
and User Behavior in Social Media

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3. Sponsors

4. #aima

5. Partner Events
Social Media Integration Conference, September 16-17
Bring your toughest questions to KSU’s intimate, academic setting, and ask them of top
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Being held September 16-17, 2011, the organizers are bringing in national-level speakers
with sessions specifically aimed at advanced and expert skill levels.
Register using promo code “AiMA20” for 20% off, making the event just $128 to attend.
WIT's Women of the Year in Technology Awards
Top companies in Georgia honor their leaders by nominating them for WIT's
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2011 Awards Gala & Dinner - Event Details:
Date: Thursday, November 10, 2011
Time: 5:30pm-9:00pm
Location: The Foundry at Puritan Mill,

6. Partner Events
AiMA members
receive 20% discount
• November 7, 2011
• Georgia Tech Hotel & Conference Center
• USE CODE AIMA WHEN REGISTERING
• www.appnationconference.com/atlanta
• Hosted during Digital Atlanta Week

7. Moderator Tom Ellis
Tom Ellis is Aqua Blue Interactive's (ABI) Chief Strategy Officer and
Co-Founder. He works with ABI clients to define business objectives
and implement online strategies to accomplish their goals. Tom co
founded Aqua Blue Creative Development almost three years ago as
a firm providing social application development and marketing. In
early 2011, Aqua Blue Creative Development merged with a local
social media firm to form a full-service social media and digital
marketing firm - Aqua Blue Interactive.
Chief Strategy Officer,
Aqua Blue Interactive
Prior to his involvement with Aqua Blue, Tom served as Vice President of TechLINKS, a firm
focused on providing marketing services for IT service providers looking to do business with
Fortune 1000 companies. Tom lives in Smyrna, GA with his wife, Alexa with their first child on
its way this winter.

8. Panelists
Chris Nelson is Director of Social Media for CMT. He works
within the Consumer Marketing group to build social media
strategies for on-air programming and branded
initiatives. Prior to joining CMT, Chris worked in digital
marketing in both Nashville and Seattle, WA, primarily in
start-ups and consulting.
Chris is also a volunteer leadership member of Digital Nashville
Chris Nelson a local association that brings digital professionals together for
Country Music Television networking, education series and other industry events.
Gabe’s career began in 1994 in the enhanced CD and high-end multi-
media software spaces. A video and technology aficionado, Gabe
designed projects for musicians and bands such as Chris Cornell, Sonic
Youth, No Doubt, Blues Traveler and Weezer. While his work early on
in his career forced Gabe to be behind the camera, in a studio, or at a
computer, his responsibilities with The SuperGroup are much less
isolating. Considered " the face" of The SuperGroup, Gabe not only
oversees the agency’s design department, but also spearheads the
company’s business development initiatives. Drawing on his diverse
interests, design capabilities, business sense, and knowledge of the
web, Gabe is responsible for making sure potential clients become
Gabe Aldridge actual clients.
The SuperGroup

9. Panelists
As Edelman's Managing Director of Southeast Digital, Craig leads strategy
for clients such as UPS, Newell Rubbermaid, Georgia Pacific, Belize
Tourism Board and Florida Hospital. Craig is also the Global Managing
Director of Digital Search where he leads strategy and management for
pay-per-click advertising and search engine optimization.
Craig has been repeatedly recognized through the media as a leader and
visionary within the digital space. He has been featured on The Today
Show; USA Today; Wall Street Journal and CNN. Craig was also named by
Craig Kronenberger Animation Magazine -Top 15 Guerilla Web Entrepreneurs. Craig is a
graduate of the University of Cincinnati in electronic media and is most
Edelman importantly dad to twin six-year old boys.
Omar is responsible for leading Badgeville’s sales and business
development efforts out of our New York office. Over the course
of his 15-plus year career, Omar has held a variety of senior positions in
sales, business development, and operations, with the past four years
focused on growing SaaS companies. Prior to joining Badgeville, Omar
was at enterprise social collaboration leader Socialtext where he
established critical footholds in Media/Entertainment, Publishing,
Advertising, Financial and Professional Services sectors, among others.
Omar Divina Omar has a B.A. in Philosophy from Yale University and lives in Brooklyn
Badgeville @odivina

10. Background on Social Gaming/ Gamification
Social Gaming
• Multiple players
• Played through social platforms (i.e. Facebook)
• Can use social currency
• Growth is viral
Gamification
• Badges
• Not the same as social media games (Farmville, Mafia
Wars)
• Not couponing
• Not massive, multi-player online role-playing games

11. Chris Nelson
Country Music Television

12. Chris Nelson, CMT
• Why social gaming?
– Remember when the question was “Why Social?”
• Where to start
– It’s time to do your homework
• Understand both audiences
– Plan your engagement
• Remember, it’s about VALUE
• Example: Taking CMT programming to social gaming

13. Chris Nelson, CMT
Brand Goal: Drive Tune-in
In-game video sampling
Custom branded items
User Benefit: Deliver Value
Custom bonuses players can use
Results:
220k video plays
7 million branded game items used
4 million branded gifts sent

14. Gabe Aldridge
The Super Group

15. Gamification is Polarizing
Why do some people go buck wild crazy for gamification?

16. Gamification is Polarizing
...because it works

17. Gamification is Polarizing
(when used cleverly).

18. Gamification is Polarizing
Why do some folks hate gamification with a burning passion?

19. Gamification is Polarizing
“For business purposes, gamification is invalid, faddish, exploitative,
an oversimplification, or a renaming of existing practices.”

20. Gamification is Polarizing
“Gamification adds to and preys upon the confusion among business
decision makers about the meaningful distinctions between games,
videogames, social games, gamification, game mechanics, etc.”

21. Gamification is Polarizing
“...don’t like the negative consequences of making simple game-like
consumer interactions an end in themselves, rather than designing
either high quality games or full product designs.”

22. Gamification is Polarizing
“Gamification sometimes misses elements such as storytelling and experiences
which are central to what make games effective.”

23. Gamification is Polarizing
“Gamification has mistaken the addition of points
for the application of genuine game mechanics.”

24. WTF is Gamification?
Most of these complaints come from a poor understanding
of what gamification is and is not.

25. WTF is Gamification?
“the use of game mechanics and dynamics to drive game like engagement
in a non-game context.”

26. WTF is Gamification?
“the use of game attributes to drive game-like player behavior
in a non-game context.”
Michael Wu, Pd.D

27. What Gamification is not
What is gamification not?

28. What Gamification is not
Games

29. What Gamification is not
Prizes

30. What Gamification is not
Rewards & Incentives

31. What Gamification is not

32. What Gamification is not
Gamification and serious games are related because both try to leverage aspects of games
to achieve something more.

33. Gamification Case Studies

34. Twitter Translator
Twitter has successfully crowdsourced translation services using game mechanics.

35. Twitter Translator
Translation tasks are presented in small snippets...

36. Twitter Translator
...and points are earned as more and more snippet are translated.

37. Twitter Translator
The more snippets that you translate, the higher your level.

38. Twitter Translator
...and badges are prominently displayed.

39. Twitter Translator
Twitter Translator follows some important game design principle.

40. Twitter Translator
Translator sets S.M.A.R.T. goals. Specific, Measurable, Actionable, Realistic and
Timed (short and long term goals) and provides clear social comparison.

41. Twitter Translator
I am now at level 12, but want to get to level 15. I know the clear path
to making this happen -- more translation.

42. Twitter Translator
The path forward is attained through clear,
bite-sized actions and choices...

43. Twitter Translator
...and the relationship between actions and goals is very clear.

44. Twitter Translator
Status is prominently displayed (people love to brag)

45. Twitter Translator
Clear Status

46. Twitter Translator
Excessive Positive Feedback

47. Twitter Translator
Scaffolded Goals and Skill Progression (incremental
goals, frequent assessment, multiple rewards, and feedback
along the way, not just one grade at the end)

48. Twitter Translator
“We usually feel best when challenges perfectly match our skills. More, and we
are stressed, less, and we are bored. Since we constantly learn and improve our
skills, the challenges must grow with our skills - otherwise, boredom ensues.”
Mihaly Csikszentmihalyi ('cheek-sent-me-high')
Flow: The Psychology of Optimal Experience

49. Twitter Translator

50. Twitter Translator
Quick recap
• Clear status, goals, actions
• Clear action -goal-relationships
• Clear social comparison
• Excessive feedback
• Scaffolded challenges matched to the user's growing skill set

51. The Speed Lottery
Non-web based gamification

52. The Speed Lottery
Average speed before experiment: 32 km/h (20 mph)

53. The Speed Lottery
Average speed after experiment: 25 km/h (16 mph)

54. The Speed Lottery
Resulting in a 22% reduction in speed

55. NextJump Company Fitness

56. Snooze

57. Serious Gaming Case Studies

58. The 711 Club

59. The 711 Club

60. The 711 Club

61. Children’s Hospital Boston

62. Children’s Hospital Boston

63. Children’s Hospital Boston

64. Children’s Hospital Boston

65. In Closing
Thanks Everybody

66. © Edelman 2011. All rights reserved.

67. Craig Kronenberger

68. WE ARE THE ONES WHO …
Drove shoppers to Mobilized 100 action
buy their holiday consumers to
gifts on the eBay launch the fastest
website and mobile selling consumer
app through pop up technology product
stores and social in history
engagement
Drive $9 in
Launched additional sales for
Starbuck’s first each fan on
instant brew: VIA Facebook
for in-store and
grocery purchase

70. BADGES & SWEEPS
BADGES TO DRIVE
RETENTION AND
AWARENESS
INCENTIVIZE
FOR SHARING
WITH
FRIENDS
BUILT AROUND CHANNELS
THEY ALREADY USE

71. QUILTED NORTHERN - FLUSH RUSH
CONNECT
LEVERAGE FRIENDS
“BEJEWELED” VIA LEADER
POPULARITY BOARD
BUILD IN
“SHARE”
FEATURE
AND
CHALLENGE

72. RESULTS
UNAIDED
REACHED OVER 500K
PEOPLE
20% RESPONSE RATE

75. ZOOM CHINA,
BLUETOOTH STOPWATCH

77. 10 TIPS
1. BADGES build retention and reach
2. LEVELS & STATUS drive retention
3. SIMPLE can be better
4. Rewards can be SMALL
5. Make SHARING a game dynamic
6. Use leaderboards..CONNECT people
7. Build games on social platforms
8. Build social into your game ideas
9. Think mobile
10. Think offline online

78. SPECIAL THANKS
http://bad.gy/
rob@bad.gy

79. FIND ME
@CKRONS
LINKEDIN/CRAIG KRONENBERGER
WE ARE HIRING
JOBS: www.edelman.com/careers

80. Omar Divina
Director of Sales
Badgeville

81. Omar Divina, Badgeville

82. Omar Divina, Badgeville

83. Omar Divina, Badgeville

84. Omar Divina, Badgeville

85. Audience Q&A