What Video Games Can Teach Us About Real Time Marketing

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2010 Presentation by Joel Lunenfeld, CEO of Moxie Interactive.

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What Video Games Can Teach Us About Real Time Marketing

  1. What Video Games can Teach Us<br />about Real time Marketing<br />Joel Lunenfeld, CEO Moxie Interactive<br />
  2. Up until now, social media required <br />the following skills… <br />
  3. SHAMELESS<br />SELF PROMOTION...<br />
  4. REALLY<br />SHAMELESS<br />SELF PROMOTION...<br />
  5. A PRETTY FACE…<br />
  6. DISREGARD <br /> FOR SAFETY...<br />
  7. Social media was everyman’s <br />reality TV show.<br />
  8. It was about getting exposure.<br />It was about getting noticed.<br />Getting your 15 minutes of fame was never easier.<br />Digital word-of-mouth could turn you <br />into an Internet celeb.<br />What ever happened to LonelyGirl15? <br />
  9. ANYTHING<br />ANYBODY<br />could now be video taped,<br />for better or for worse.<br />
  10. Technology put a camera and <br />confessional booth in everybody's life.<br />
  11. You friended everyone. <br />And you posted inappropriate <br />pictures to get attention.<br />
  12. How did you find your Job?<br />
  13. And anyone could be an expert about <br />anything with a publishing platform.<br />
  14. And all social media was like American Idol…<br />
  15. And all social media was like American Idol…<br /> The goal is to become famous… for anything.<br /> Getting votes is like getting Web traffic.<br /> But talent isn’t everything (i.e. Cat Videos). <br /> Some of us just couldn’t look away.<br />
  16. Today, marketers need to think more <br />like video game developers <br />than reality show producers.<br />
  17. “<br />We're addicted to gaming because of the <br />sense of achievement, positive experiences, <br />and connections to the real world. <br />We're addicted to gaming because of <br />the combination of reality and fantasy.<br />“<br />
  18. It's about going on a “mission” and generating points:<br />Likes,<br />thumbs up, <br />comments, <br />positive sentiment, <br />photo uploads, <br /># of followers, <br />crops, etc.<br />
  19. It can literally be a game…<br />“Farm” was #1 most popular Facebook status in 2009<br />
  20. And what's our <br />“game controller?”<br />
  21. Look in your pocket.<br />
  22. Or your phone becomes the controller and you “power up” <br />when you download tools that facilitate sharing and connecting.<br />…for earning points, writing reviews, taking pictures, <br />checking-in, updating your status, etc.<br />
  23. World of Warcraft <br />Experience Points<br />Foursquare Real life <br />“Experience Points” <br />Win a Trophy, <br />Become the Mayor!<br />
  24. 1 vs 100 Tests Your Trivia <br />Knowledge Against Other People<br />Aardvark Tests Your General Knowledge to <br />Help Your Friends with Every Day Questions<br />
  25. Halo mission maps tell you where <br />to go to battle the Covenant.<br />Google maps tell you where to eat and where not to eat according to your peers.<br />
  26. To Gamers, Stats <br /> are Everything…<br />
  27. YOUR narcissism…<br />Now expressed in stats.<br />
  28. Even expertise is a game, now measured in stats.<br />
  29. So how can we apply this to <br />Word of Mouth Marketing?<br />
  30. 1. Customize content with levels and public achievements amongst friends<br />Give a reason to co-create and share<br />Allow for personalization<br />Give them a chance to talk about their favorite topic… themselves<br />
  31. Customize content with levels and <br />public achievements amongst friends<br />
  32. 2. Recognize the leaders. <br /> Promote their stats.<br />Leverage then influencers of the pack<br />Report back on stats / retweets<br />Amplify their impressions & expressions<br />
  33. Recognize the leaders. Promote their stats.<br />
  34. 3. Don’t Create Campaigns. Create Missions.<br />Reward users for completing an action or task.<br />Use the real word as your digital canvas.<br />
  35. Don’t Create Campaigns. Create Missions.<br />
  36. Don’t Create Campaigns. Create Missions.<br />

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