Putting the Fun in Functional Applying Game Mechanics to Social Media Amy Jo Kim, Ph.D. CEO, ShuffleBrain Inc.

First, some terminology…

What is Social Media?

What is Social Media? player-created content

What is Social Media? player-created content social infrastructure

What is Social Media? player-created content social infrastructure tools for sharing

What is a Game?

Formal Definition a system in which players engage in an artificial conflict , defined by rules , that results in a quantifiable outcome * *from Rules of Play by Eric Zimmerman and Katie Salen

Informal Definition a structured experience with rules and goals that’s fun

Games tap into our primal response patterns

Games engage us in flow

What are Game Mechanics? the systems and features that make games fun , compelling and addictive

Game Mechanics for Social Media Collecting

Collecting

Show me your stuff! Impressive Collection = Bragging Rights

The Power of Completing a Set only X more to go…

Game Mechanics for Social Media Collecting Points

Collecting

Points

Game Points are given by the system

Social Points are given by other players

Redeemable Points drive Loyalty Southwest Airlines simpler Frequent Flyer points Drugstore.com Dollars earn while you shop

Leaderboards drive player behavior… … and express community values

Levels punctuate the game experience… … and unlock new powers and access

Game Mechanics for Social Media Collecting Points Feedback

Collecting

Points

Feedback

Feedback accelerates mastery…

… and adds fun

Social feedback drives engagement

Game Mechanics for Social Media Collecting Points Feedback Exchanges

Collecting

Points

Feedback

Exchanges

Exchanges are structured social interactions basic, primal form of social engagement

Social Exchanges can be explicit…

… or implicit (i.e. emergent)

Some social environments have both comments are implicit “ Add Friend” is explicit

Game Mechanics for Social Media Collecting Points Feedback Exchanges Customization

Collecting

Points

Feedback

Exchanges

Customization

Character Customization

Interface Customization

How is Social Media influencing Games?

Trends in Social Media Accessible

Accessible

Trends in Social Media Accessible Recombinant

Accessible

Recombinant

Trends in Social Media Accessible Recombinant Syndicated

Accessible

Recombinant

Syndicated

Case Study: Youtube

What do you collect?

How do you earn points?

How do you get feedback?

Where do you have exchanges?

How do you customize your experience?

Is the service accessible?

Are the data objects recombinant?

Can the service be syndicated?

Case Study: Twitter

What do you collect?

How do you earn points?

How do you get feedback?

Where do you have exchanges?

Can you customize your experience?

Is the service accessible?

Are the data objects recombinant?

Can the service be syndicated?

Case Study: PhotoGrab

What do you collect? awards, games played and created

How do you earn points? playing games, improving your skill, creating popular games

How do you get feedback? in-game (score and rating), meta-game (stats and notifications)

Where do you have exchanges? comments, notifications

Can you customize your experience? Customized game skins and data feeds

Is the service accessible? EZ game UI and game creation

Are the data objects recombinant? Recombinant games and game objects

Can the service be syndicated? RSS feeds, widgets

What do YOU think about the intersection of games and social media? Join the discussion at http://shufflebrain.com

@ Thank You – Any Questions? [email_address] @amyjokim (Twitter) Amy Jo Kim (FaceBook)

@