Gamification Intro for Content Strategy

Gamification: Fact or fiction?
Corinne Schmid | Twitter: itzCorinne
Content Strategy Forum 2011

Gamification & Content StrategyOverview | Real world Cases| Market Analysis | Design Implications
September 6, 2011

Source: Gameinformer.com (Feb 2011)

Gamification 101Game Mechanics & Dynamics
Game Mechanicsare tactics commonly used in games to encourage gameplay.
Badges, points, leader boards, levels, challenges, achievements and virtual sheep you can put on your virtual farm.
Game Dynamicsare strategies commonly used in game design based on psychological motivations:
Appointments: someone does something to gain a reward
Avoidance: someone does something to avoid a punishment,
Free Lunch: people feel they are getting something because of their behavior.

Gamification 101How it works: Zichermann’s Gamification Loop
Source: Gabe Zichermann(Loop) and Gamificationofwork.com [Logo]

Gamification 101Usability: find the ‘Game Mechanic Zen’ zone
Source: Mashable

Real World Cases

Case #1: OpenText use case for Social adoption & usageLeaderboard improved social business usage and adoption by 250%

Case #2: Buffalo Wild Wings Three Month CampaignGenerated 100+ million social impressions via Facebook & Twitter
First three weeks
30,000 players.
Three months
184,000 players
Users completed
7 challenges
1 in 3 players
returned to play again.
Players spent 90 seconds
per challenge
Increased participation by 500%. Continuing to use Gamification for upcoming campaigns.

Case #3: Green Giant with Facebook/FarmvilleGamified Vegetables? Really??
Source: Farmvillefreak.com

Case #3: Green Giant with Facebook/FarmvilleGamified Vegetables Generated 420,000+ ‘Likes’
Source: Farmvillefreak.com

Case #4: Playboy illustrates that sex sells (even more!) when gamified.

Case #4: Playboy Miss Social Voting CompetitionDoubled consumer base within 4 months
RESULTS
85 % rate of re-engagement
60 % improvement in revenues from one month to the next.
December 2010 – March 2011, grew active user base by 80,000.
Source: VentureBeat

Case #5: American Express NextpeditionFinding your ‘Travel sign’ racks up over 2 million ‘likes’

Case #6: Global Sales teams for annual Kick-off eventsSAP and Cisco reach global, distributed sales teams
SAP “Lead-in-One”
Since most Sales Managers dread the somewhat cumbersome task of assigning incoming sales leads to their account executives, SAP developed a golf-themed iPad application on top of the process. Golf balls are leads, and holes represent the sales reps.
Cisco, The Hunt
A geographically and culturally dispersed sales force raises challenges when it comes to introducing dozens of new products and technologies each year. Cisco wanted The Hunt to have global reach, to educate, to build collaboration, and to be fun. This demanded new ways of storytelling and new ways of thinking. The Hunt was quick and intense, unfolding in real time in just two weeks.

Gamification & Content StrategyOverview | Real world Cases| Market Analysis | Design Implications
September 6, 2011

Analyst PerspectiveGartner adds Gamification to 2011 Hype Cycle
Source:Gartner (July 2011)

Analyst Predictions & PerspectiveIt’s here, it’s growing – and fast!
BY 2014
Gamified service for consumer goods marketing and customer retention will become as important as Facebook, eBay or Amazon (Gartner)
More than 70% percent of Global 2000 organizations will have at least one gamified application. (Gartner)
BY 2015:
Gamification will grow to $1.6 billion in 2015 (M2 Research)
from $100 million in 2011
More than 50% of organizations that manage innovation processes will gamify those processes (Gartner)

Why Gamify?Is this your Consumer? Customer? Employee? Prospect?
Ho-hum

“Gamers tend to be more motivated than non-gamers to be connected to others, and they display a higher than average propensity to interact with brands on social networks...”
Adam Kleinberg for Mashable

Gamify!
My perspective:
I’ve never met anyone who didn’t want to be a super hero…. Or want some form of super hero super power.
So why not give your customers | consumers | employees | prospects that super hero feeling?
Create a win/win experience!

Gamification Strategy from Bunchball
Map your goals with your user’s interests.
Prioritize the actions you want your users to take.
Develop a point scale system based on the value of the action.
Use levels to keep users coming back.
Make visually appealing badges and trophies that impress.
Add rewards and prevent users from gaming the system for them.
Use real-time feedback on progress.
Leverage groups and teams so folks collaborate and push one another.
Post leaderboards.
Integrate social media.
Mobilize the effort..
Source: http://www.bunchball.com/

Think Gamification is for you?
Before adding a Game Layer; do you have a
Content Strategy?
Social media program?
User Experience (UXD)?
Clear vision and objectives – with KPIs – for what you hope to accomplish through Gamification?
The vision includes post campaign/program “then what?” scenarios/program.
Commitment from executive sponsors and key stakeholders?
Funding and resources?

Gamification: Know the Facts!Don’t be the Black Sheep: Risks and Considerations
Legalities
IP, Copyright, Ownership
Advertising Laws
Employment Laws
Privacy Issues
Pending Laws ie: Location Privacy
Source: Davis Wright, Tremaine,
An Introduction to Gamification, April 2011.

Thank you
Corinne Schmid | Twitter: itzCorinne
Content Strategy Forum 2011

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Gamification Intro for Content Strategy

by Corinne Schmid

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