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Gamification of Higher Ed Web Marketing

Gamification of Higher Ed Web Marketing

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  • 1. Gamification of College Web Marketing Bryan Fendley
  • 2. Related Article for This Workshop Gamification for #highered: fad or future?
  • 3. GAMES AND SOCIETY Games are pervasive technology
  • 4. Something New? • Gaming culture has been considered a part of life as early as 5000 years ago. Voorhies, B. (2012). Games ancient people played. Archaeology, 65(3), 48-51.
  • 5. Generation “G” “Games are the norm for people born after 1971”. “Gamification is as important as social and mobile”
  • 6. Photo used under Creative Commons from:
  • 7. STATS The numbers don’t lie
  • 8. Photo used under Creative Commons from:
  • 9. Game Stats • 97% youth play games • 40% gamers are women • Average game player is 35 years old and has been playing for 12 years Entertainment Software Association’s annual study of game players
  • 10. Gamification vs Video Games Photo used under Creative Commons from: Photo used under Creative Commons from:
  • 11. What is gamification? The application of game mechanics to non - game things.
  • 12. Hallmarks of Gamification • Badges • On boarding • Challenges and quests • Social engagement Game Mechanics defined by Gabe Zichermann in his book “Gamification by Design”
  • 14. Photo used under Creative Commons from:
  • 15. Photo used under Creative Commons from:
  • 16. Photo used under Creative Commons from:
  • 17. OTHER GAMIFICATION MECHANICS Points Leader boards Incentives Check ins Recognition Countdowns Discovery Bonuses Loss Aversion Leveling up Timers On boarding
  • 18. WORDS ASSOCIATED WITH GAMIFIED MARKETING 1. Time spent with brand 2. Word of mouth 3. Persuasion 4. Content creation 5. Loyalty 6. Interaction 7. Involvement 8. Influence 9. Engagement 10. Social
  • 19. 20 BARTLE’S PLAYER TYPES – Achievers – Explorers – Socializers – Killers
  • 20. Boss battles Progression loop
  • 21. Flow challenge skill From Flow: The Psychology of Optimal Experience Mihaly Csikszentmihalyi
  • 22. Conditions of flow • Clear goals • Immediate feedback • Skills match challenge • Deep concentration • Problems forgotten Gregory, E. (2008). Understanding Video Gaming’s Engagement: Flow and Its Application to Interactive Media. Media Psychology Review. Vol. 1(1) • Control is possible • Self-Consciousness disappears • Altered time • Intrinsically rewarding
  • 23. FOG MODEL Triggers are easy. Motivation can be over emphasized. Ability is the low hanging fruit, make it easy for users to respond. Fogg, B. J. Persuasive technology, using computers to change what we think and do. San Francisco: Morgan Kaufmann, 2003. Print.
  • 24. COMPETITION According to psychologist John Houston competition isn’t always best. Catering to competitive people will alienate the cooperative people. Duggan, Kris, and Kate Shoup. Business gamification for dummies. Hoboken, N.J.: Wiley ;, 2013. Print.
  • 25. LEGAL CONSIDERATIONS • Unfair or deceptive marketing practices • FTC guidelines on endorsements • Location based services • Gambling and legal status of virtual goods • COPPA • Spamming McHale Robert Navigating Social Media Legal Risks, Que publishing, 2012.
  • 26. Companies Badgeville Bigdoor Bunchball SCVNGR Punchtab Leaderboarded TeamPlay CrowdTwist UserInfuser (open source) Mozilla Open Badges (open source) Open Leaderboard (open source)
  • 27. Plugins Wordpress Captain Up Kazooky Loyalty WordPress Quest Joomla Facebook Media Voting Application ITPrism/GamificationPlatform
  • 28. REAL WORLD EXAMPLES • Nike Plus • LinkedIn • Frequent Flyer Miles
  • 30. Southern California’s “Reality”
  • 31. Brigham Young University
  • 32. Penn State Alumni Challenge
  • 33. Penn State Alumni Challenge
  • 34. GAMIFICATION ROADMAP Who is your audience? What’s your marketing objective? What behaviors do you want to influence? What’s the games objective? What game mechanics will you use to influence behavior? How will you reward players who exhibit desired behaviors? What scoring mechanism will you use in order to determine rewards? What are the rules of the game? Do you need a Terms of Service Agreement?
  • 35. Thank You! Bryan Fendley Director of Academic Computing University of Arkansas at Monticello Blog: Twitter: @gamedlearning