The document discusses how marketers can learn from video games to improve real-time marketing on social media. It notes that early social media focused on self-promotion and fame but that today's users are motivated by a sense of achievement, positive experiences, and connecting to the real world like in video games. It suggests marketers treat social media engagement like a game by creating missions for users to complete and customizing content with public achievements and leaderboards to recognize influential users, rather than just creating one-off campaigns.
8. It was about getting exposure. It was about getting noticed. Getting your 15 minutes of fame was never easier. Digital word-of-mouth could turn you into an Internet celeb. What ever happened to LonelyGirl15?
15. And all social media was like American Idol… The goal is to become famous… for anything. Getting votes is like getting Web traffic. But talent isn’t everything (i.e. Cat Videos). Some of us just couldn’t look away.
16. Today, marketers need to think more like video game developers than reality show producers.
17. “ We're addicted to gaming because of the sense of achievement, positive experiences, and connections to the real world. We're addicted to gaming because of the combination of reality and fantasy. “
18. It's about going on a “mission” and generating points: Likes, thumbs up, comments, positive sentiment, photo uploads, # of followers, crops, etc.
19. It can literally be a game… “Farm” was #1 most popular Facebook status in 2009
22. Or your phone becomes the controller and you “power up” when you download tools that facilitate sharing and connecting. …for earning points, writing reviews, taking pictures, checking-in, updating your status, etc.
23. World of Warcraft Experience Points Foursquare Real life “Experience Points” Win a Trophy, Become the Mayor!
24. 1 vs 100 Tests Your Trivia Knowledge Against Other People Aardvark Tests Your General Knowledge to Help Your Friends with Every Day Questions
25. Halo mission maps tell you where to go to battle the Covenant. Google maps tell you where to eat and where not to eat according to your peers.
29. So how can we apply this to Word of Mouth Marketing?
30. 1. Customize content with levels and public achievements amongst friends Give a reason to co-create and share Allow for personalization Give them a chance to talk about their favorite topic… themselves
32. 2. Recognize the leaders. Promote their stats. Leverage then influencers of the pack Report back on stats / retweets Amplify their impressions & expressions