Gamification the next big step in audience-brand interaction - the great debate at social gaming and virtual goods world 2011

Gamification : the next big step inaudience-brand interactionToby Beresford@tobyberesfordwww.gamificationofwork.com

Toby BeresfordPailz.comEvery meeting action done!GamificationOfWork.comResults driven, hyper engaged workforceTop 20 Gamification Gurus monthly leaderboard

Gamification isGame mechanics usedoutside of games

To gamify your customersTreat them like players

There are many gamemechanics...Turns Reward Free lunchDice Schedules DiscoveryPuzzles Infinite Games AchievementsRaces Variable Ratio BadgesTerritory Control Rewards SerendipityVictory points Progression LeaderboardsCommunal PointsCollaboration LoyaltyReputation Appointments

But we’ll focus on threeClear goalsTrackable pointsMeaningful rewards

To drive the behaviour we wantDeeperengagementwith our brand

From one off incentives

To long term behaviours

Gamified campaignsBring it all together

Points

Rewards

Community StatusIs where the meaning is

Forrst Leaderboard

Gamification Gurus (twitter list)

Keeping users involved using thePetal Model

Active Viral LoopWhy should I share with a friend?

Passive Viral LoopThe network effect - the benefit to meof existing friends being involved

Positive Daily LoopWhat do I get if I come back daily?

Negative Daily LoopWhat will I lose if I don’t return eachday?

It takes many petals to make a rose

Just as Zynga has many loopsGamification is notone, but manytechniques that can beapplied to engage yourcustomers.

GamificationNo longer an audienceNow players

ThanksToby Beresford@tobyberesfordwww.gamificationofwork.com

Gamification the next big step in audience-brand interaction - the great debate at social gaming and virtual goods world 2011

by Toby Beresford

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