“Gamification” of Social Media


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Lithium was invited to speak at the ISSMM Converge Fall Symposium 2011 around the topic of “Gamification of Social Media." The focus of our talk was to both help demystify the phrase “gamification of social media” and share with conference members our view on how to achieve a “win” with social media and gamification based on over a decade of experience.

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  • First off, why is this important to talk about?
  • Let’s break down the terminology a bit.
  • No, but the attributes that make a successful game, are the same that can be leveraged in gamification.Taking “gamification” too literally. Success rate for a game is extraordinarily low.
  • Self-teaching (iterative) in the way the designer wants.
  • Which one of these indicates a potential “gamer”?
  • Successful gaming dynamicsInfluencing the masses to behave favorably.
  • Actual games, what analysts call ‘serious games’, tend to be less effective for brands than gamification, because people focus on the game itself instead of on the activity that you’re trying to gamify. It’s not about masking a chore by inserting some distracting game right next to it. Gamification transforms the psychology and motivation behind the task, because playing the game IS the task. In other words, you’re meaningfully changing how people feel about doing the task. Build the battery, or plug in to an existing battery:  rank and reputation, subtle community/peer recognition, and leaderboards/etc.  We then leverage this “battery” to power solutions, be it crowd-sourced support or brand advocacy/marketing, or an existing social network.
  • Future of gamification / social
  • Keep gamers curious
  • “Gamification” of Social Media

    1. “Gamification” of Social Media http://lithium.com/converge2011 @lithiumtech
    2. Gamification is here… and growing.• “50 percent of companies will embrace gamification by 2015.” –Gartner Research• “Over 70% of Global 2000 organizations will have at least one gamified application by 2015.” –Gartner Research• “Gamification projects will grow from $100 million in 2011 to $1.6 billion by 2015” -M2 Research• It’s not just Zynga and foursquare anymore!• Gamification research, publicity, and conferences on the rise.
    3. Social Mediathe use of web-based and mobile technologies to turncommunication into an interactive dialogueGamificationthe use of game design techniques and mechanics tosolve problems and engage audiencesSuccess!
    4. Social Mediathe use of web-based and mobile technologies to turn communicationinto an interactive dialogue“How involved are you with Social Media?”Social Media is “Community”
    5. Gamificationthe use of game design techniques and mechanics to solve problemsand engage audiences• Is gamification just a game?• Who are these “gamers” anyway?• Gamification in the real world
    6. Is it just a game?The case of sales lead assignments• Assigning leads was not enjoyable.• Sales people enjoy playing golf.• Why not “gamify” this experience?What’s going on here?• Taking it too literally.• May not accomplish the goal.• Successful games are hard to make!
    7. Is it just a game?Why Angry Birds “works”• Self-explanatory through discovery• Positive and Negative feedback• Iterative learning, escalating challenges• Record keeping and leaderboards
    8. Is it just a game? Maybe not for GAMERS!
    9. Who are these “Gamers”? “Gaming is productive. It produces positive emotion, stronger social relationships, a sense of accomplishment, and for players who are a part of a game community: a chance to build a sense of purpose.” -Jane McGonigal, Ph.D., Author of Reality is Broken: Why Games Make Us Better and How They Can Change the World• Today’s workforce is now largely populated by “pre-programmed” gamers! (21 year-olds today have logged 10,000 hours of game play. 25% of gamers in the US are over the age of 50).• Competitive vs. Co-op (three out of four gamers prefer co-op, but competitive gamers are engaged 2x longer).• Everyone is a gamer, but not everyone is a GAMER.
    10. Real World GamificationSpeed Camera LotteryAverage speed: 32km/h dropped to 25km/hPiano Staircase Professor B.J. Fogg’s (Stanford) Fogg’s Behavior Model (FBM)66% more people took the stairs (People of all ages! Dogs too!)
    11. Gamification of Social Media “Don’t ever underestimate the business value of having fun.” -Michael Wu, Ph.D., Lithium’s Principal Scientist of AnalyticsGamification of Social Media Approach: • Determine which behaviors you want to influence. • Build a thriving, vibrant community of users around your cause. • Game On: Put to work gamification techniques and strategies.What if you wanted to: • Enable and encourage peer to peer support across languages and groups? • Kick-start a brand new mobile company with no call center? • Have customers advocate for your company and your products for you?
    12. How it’s done – Best Buy • Bilingual Community that integrates the Best Buy community with other external communities like Facebook’s BestBuy fan page and Twitter as well as the Blue Shirt and Geek Squad Agent communities. • Community generates $5M in added value in the form of support savings and increased sales. • 95% of the conversations on the community are peer-to-peer support interactions.
    13. How it’s done - giffgaff • Members earn credits by taking actions positive to giffgaff (support, promotion, feedback, can donate back). • Average response time, round the clock to a customer question is under 90 seconds. • 3000 customer-sourced ideas, 200 implemented. • Members created their own sites to promote SIM purchases. • Incredible NPS scores.
    14. How it’s done - Sephora • Sephora BeautyTalk members talk about their "hauls", recommend and review products, blog about them, and are able to carry their reputation outside the community. • Experience is available everywhere, web, mobile, in-store. Average time on site for superfans is 36.5hrs a week. • BeautyTalk members come up with their own “games within games” on the community: Traveling Box. • BeautyTalk users spend 2.5x more $ than regular customers. Super users spend 10x more.
    15. The Social Media Game(ification) Plan Social Media1. Define your objectives2. Strong Community—Build one! Gamification3. Implement Gamfication techniques4. Monitor and improve based on data Success!Gamification food-for-thought• Has your community used gamification...or simply inserted a game?• Is your community easy to join and provide progressive challenges?• Does your gamification strategy reach all types of gaming personalities?• Will your community successfully Motivate and Trigger, Able participants?
    16. Thank you!http://lithium.com/converge2011 @lithiumtech