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Barcelona       @ElisavaBCN       Gamification       on Branding                @JaumeTeixi                29/05/2012
Branding EvolutionSocial MediaGamification
Social MediaThe Cluetrain ManifestoMarkets are ConversationsMarkets are Getting Smarter Fasterthan most Companies
Social MediaMark ZuckerbergA social version of anythingcan almost always be moreengaging and outperforma non-social version
Social Media EvolutionMark PrenskyDigital Natives, Digital ImmigrantsMobileInstant Everything GenerationContacts/Friends/ ...
Gamification’s AncestorPast » Service Marketingfrom Product to ServiceCurrent » Gamificationfrom Service to Experience
GamificationGame Mechanicsfor Non-Game ActivitiesGame Designfor Branding
Veterans’ Argumented GamificationIan Bogost » ExploitationwareRichard A. Bartle »Serious Games Want a GameJane Mcgonigal » ...
Students’ Argumented GamificationSimon Wiscombe » Rethinking G.Dont Focus on Achievements…Target the Journey, Rather than t...
Social GamesPlayed on Social NetworksorSocial Graph’s GamePlayFacebook ConnectTwitter Oauth
All Games Are Social?J. Raddof’s History Of Social Games
Social Games’ Design ElementsTutorial by Default » Casual GamersPersonalization » CustomizationSocial Graph » EcosystemUse...
Network EffectsNetwork EffectEach new user addsa positive (+) or negative (-)effect for the rest(-) Censorship » Streisand...
Design for Player TypesJ. Raddof’s Game Player Motivations
Design for ContributionSocial Influence » ReputationSocial Favors » ReciprocitySocial Discovery » EfficacySocial Belonging...
Design for 3 CyclesFocus on 3 Engagements Cycles:Clear Goals » NoviceFresh Content » RegularExclusive Status » Evangelist
N. Lovell’s 10 Rules of Gamification1. You’re not making a game2. Know what you are trying to achieve3. Be prepared not to ...
Metrics AAA + AARRRVanity Metrics vs Actionable Accessible Auditable
Design MetricsChurn - Constant loss and gain of membersCohort Analysis - Aggregates On TimeDAU/MAU - Comparing Daily Activ...
Gamification OpportunityThe BeginingSkyPoints, Air Miles » Loyalty CardsCustomer ExperienceLoyalty & EngagementCustomized P...
Gamification OpportunityNot GamificationContent MarketingAdvergamingSerious GamesNewsgamesEdutainment
Gamification OpportunityGamificationRespect Organic Virality » Dont SpamPlaying Gives You a Sense of »Urgent Optimism: Dont ...
Gamification OpportunityDrive » Real Customer LoyaltyDifferentiate » Your Brand
Barcelona                @ElisavaBCN        Thank You!            Questions?                         @JaumeTeixi          ...
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Gamification on Branding

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Gamification on Branding

Gamification Opportunity
Drive » Real Customer Loyalty
Differentiate » Your Brand

@ElisavaBCN
Master Branding ELISAVA Barcelona
29-05-2012

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Transcript of "Gamification on Branding"

  1. 1. Barcelona @ElisavaBCN Gamification on Branding @JaumeTeixi 29/05/2012
  2. 2. Branding EvolutionSocial MediaGamification
  3. 3. Social MediaThe Cluetrain ManifestoMarkets are ConversationsMarkets are Getting Smarter Fasterthan most Companies
  4. 4. Social MediaMark ZuckerbergA social version of anythingcan almost always be moreengaging and outperforma non-social version
  5. 5. Social Media EvolutionMark PrenskyDigital Natives, Digital ImmigrantsMobileInstant Everything GenerationContacts/Friends/ FollowersSocial Graph
  6. 6. Gamification’s AncestorPast » Service Marketingfrom Product to ServiceCurrent » Gamificationfrom Service to Experience
  7. 7. GamificationGame Mechanicsfor Non-Game ActivitiesGame Designfor Branding
  8. 8. Veterans’ Argumented GamificationIan Bogost » ExploitationwareRichard A. Bartle »Serious Games Want a GameJane Mcgonigal » PERMAAmy Jo Kim » Smart Gamification
  9. 9. Students’ Argumented GamificationSimon Wiscombe » Rethinking G.Dont Focus on Achievements…Target the Journey, Rather than theGoalSebastian Deterding » Defining G.From Game Design Element toGamefulness
  10. 10. Social GamesPlayed on Social NetworksorSocial Graph’s GamePlayFacebook ConnectTwitter Oauth
  11. 11. All Games Are Social?J. Raddof’s History Of Social Games
  12. 12. Social Games’ Design ElementsTutorial by Default » Casual GamersPersonalization » CustomizationSocial Graph » EcosystemUser-to-User Comm. » Messaging
  13. 13. Network EffectsNetwork EffectEach new user addsa positive (+) or negative (-)effect for the rest(-) Censorship » Streisand Effect(+) Virality » k-Factor
  14. 14. Design for Player TypesJ. Raddof’s Game Player Motivations
  15. 15. Design for ContributionSocial Influence » ReputationSocial Favors » ReciprocitySocial Discovery » EfficacySocial Belonging » Community
  16. 16. Design for 3 CyclesFocus on 3 Engagements Cycles:Clear Goals » NoviceFresh Content » RegularExclusive Status » Evangelist
  17. 17. N. Lovell’s 10 Rules of Gamification1. You’re not making a game2. Know what you are trying to achieve3. Be prepared not to gamify4. Games are rubbish at customer acquisition5. Retention is crucial, yet criminally overlooked6. Monetization may sound great,but focus on your core business7. No, games are not just about competition8. Beware unintended consequences9. Make it personal10. Gamification is a process, not a project
  18. 18. Metrics AAA + AARRRVanity Metrics vs Actionable Accessible Auditable
  19. 19. Design MetricsChurn - Constant loss and gain of membersCohort Analysis - Aggregates On TimeDAU/MAU - Comparing Daily Active Users toMonthly Active UsersUAC - User Acquisition Costk-Factor - Viral Rate/Virality
  20. 20. Gamification OpportunityThe BeginingSkyPoints, Air Miles » Loyalty CardsCustomer ExperienceLoyalty & EngagementCustomized ProductsSpecial OffersCollections & Scarcity
  21. 21. Gamification OpportunityNot GamificationContent MarketingAdvergamingSerious GamesNewsgamesEdutainment
  22. 22. Gamification OpportunityGamificationRespect Organic Virality » Dont SpamPlaying Gives You a Sense of »Urgent Optimism: Dont Give UpProvides » Real Return Value
  23. 23. Gamification OpportunityDrive » Real Customer LoyaltyDifferentiate » Your Brand
  24. 24. Barcelona @ElisavaBCN Thank You! Questions? @JaumeTeixi 29/05/2012
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