The Year of Gamification - 2011 - Time Social Media Week

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This is Gabe Zichermann's closing speech from Time Inc's Social Media Week Session, entitled - 2011, The Year of Gamification.

This is Gabe Zichermann's closing speech from Time Inc's Social Media Week Session, entitled - 2011, The Year of Gamification.

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  • 1. the year ofgamification gabe zichermann @gzicherm Gamification.Co
  • 2. about meauthor “Game Based Marketing” “Gamification by Design” editor gamification.co advisor & mentor to startupsfacilitator Founder Institute NYC speaker, 25+ events/year
  • 3. http://gsummit.com
  • 4. Gamification is: the process of using game thinking and game mechanics to solveproblems and engage users
  • 5. gamification is not just
  • 6. GAMIFICATION IS THE NEW BLACK
  • 7. WHY NOW?
  • 8. WHAT NOW? LOYALTY ENGAGEMENT METRICS RULE DESIGNING FOR MOTIVATION DESIGN OVER TIME
  • 9. LOYALTY V4.0
  • 10. loyalty’s historyTangible Virtual Status Virtual Goods Currencies Systems Rewards 1800s 1930s 1980s 2010+
  • 11. costs and status value of loyalty200160120 80 40 0 1800 1850 1900 1950 2000 2050 loyalty costs status & social power
  • 12. THOSE WHO ARE MOST LIKELY TO PAY, GET STUFF FOR FREE
  • 13. STATUSACCESSPOWERSTUFF
  • 14. The Game’s The Thing
  • 15. POUR SOME GAMESUGAR ON ME
  • 16. OUR LAST HOPE?
  • 17. MOTIVATION
  • 18. ENGAGEMENT
  • 19. ENGAGEMENT RECENCY FREQUENCY DURATION VIRALITY RATINGS
  • 20. ESCORE
  • 21. ESCORE DIMENSIONS INDUSTRY RELATIVE REBALANCED ANNUALLY FLEXIBLE, EXTENSIBLE, TRACKABLE MEASURED OVER TIME COMPARABLE
  • 22. BALANCING ENGAGEMENT100 75 50 25 0 CAFE DATING E-COMMERCE recency frequency duration virality ratings
  • 23. OLD LOYALTY1. BUY NOW2. JOIN LOYALTY PROGRAM3. RE-ENGAGE (LOYALTY MARKETING)4. BUY NOW
  • 24. GAMIFIED LOYALTY 8-9-:.4( !"#$%#&( 25"5499(;( )*"#"&( 64<%5=( 2.%345(647 +",-%.(/%..(0"( )&%4*4&0( 1,#"&(
  • 25. LIKE NOW!
  • 26. BUY NOW!
  • 27. CONVERSION RATE E∕ $
  • 28. GAMES WERE ALWAYS SOCIAL
  • 29. UNTIL 1977
  • 30. AND THEY ARE AGAIN
  • 31. Bartle’s Player Motivations killer achiever socializer explorer
  • 32. flow
  • 33. non-obvious predictabledesire GAMES unforced
  • 34. DESIGNERS ALSO COMMIT OVER TIME
  • 35. DON’T STOPINNOVATING
  • 36. HOW WE CAN HELPWORKSHOPS ACROSS THE US AND IN 6+ COUNTRIESGSUMMITS FALL 20112 NEW BOOKSGAMIFICATION UCONSULTINGRESEARCH, WRITING
  • 37. gabe zichermann @gzicherm Gamification.Co