My quest to answer the ROI question led me down an unanticipated path.
EdgeRank Suggests that Comments are 4X’s more valuable than likes. We’ve become so obsessed with being “liked” that we have forgotten what it means to be loved. In order to have content that is viral worthy, it must evoke emotion: Laugh, Cry, Shock, Inspire, Surprise, Bewilder…Your message must move people. Something we have been doing in nonprofit marketing for years.
Social Gaming for Social Good
#SM4NP @KimbiaInc @DigitalDonorSOCIAL GAMING FORSOCIAL GOODTIM KACHURIAK, KIMBIA INC.How Nonprofits Can Leverage Social Media as Part of anIntegrated Fundraising Strategy
EVERYTHING YOU NEED TO KNOW ABOUTSOCIAL GAMING YOU CAN LEARN FROMPAPA SMURF
Smurfonomics 101XP = Experience Points; XP is awarded for completing in-game tasks (raising crops, building out villiage, mini-games); XP is what advances you to the next level = Smurfmoney; Smurfmoney is the social currency used to purchase most virtual goods in the game; Smurfmoney is earned for harvesting crops, wood, and coal = Smurfberries; A single smurfberry is awarded at strategic points in the game; Smurfberries enable you to unlock premium features and cost REAL MONEY
Kidnap! Results– 225,521 monthly active users during first six weeks (23,034 daily active users)– Traffic to TravelChannel.com increased 28%– Currently 2.4 Million + registered players– Currently 230,000 daily active users– TravelChannel.com receives 60,000 clicks a day from the Facebook application
The Social Gaming Market• 510 million people worldwide are playing• 81 million people play at least once per day• 49 million play multiple times per day – 9 ½ hours per week• Why do people play? – Competitive spirit, fun/excitement, mental stimulation, stress relief, social interaction
How Much Do You Think PeopleSpent on “Smurfberries” in 2011?
Key Concepts in Social Gaming1. Virtual Goods Have Actual Value a) It costs almost nothing to produce and fulfill a “virtual good” b) The most desirable virtual goods are offered as incentives for investment of either time or money c) The most popular virtual goods fall into 3 categories: functional, status items, and decorative. All 3 play a major role2. It’s Not Just Digital Natives Playing a) Average age of social gamers globally is 39 years old b) Social games are replacing soap operas for stay-at-homes3. Easy, Accessible, Competitive, and Fun a) Most popular games enable people to fill the “moments in between” b) Provide an opportunity to engage with friends c) Accessible from multiple platforms
Great. But How Does This Help Me Raise More Money?
Results of Recent Social Gaming ExperimentNew Name Acquisition – 24,869 New Emails in 3 WeeksNew Donor Acquisition – 382 New Donors – $107 average donor value (after 8 months)Lapsed Donor Reactivation – 375 Reactivated Donors – $140 average donor value (after 8 months)Incremental Giving – $99,285 in incremental gifts from existing donors
Developing Your Own Social GameStep 1: Start by understanding your supporters – Who are they? – What interests them? – How old are they? – Check out Quantcast.com and Alexa.com for profile data The goal is to create supporter-centric gaming experience, not an organizational-centric gaming experience
Developing Targeted Content Compared to the total audience, audience members who are working mothers are more likely to engage in the following activities . Social Networking Visiting broadcast TV Getting local news Purchasing Online (Facebook,Twitter,etc) websites online Index =133 Index =150 Index =150 Index =137 10+ hours online per Getting national news Listening to radio Jogging/Running week online online Index =134 Index =130 Index =115 Index =152Visiting radio station Watching tv programs Reading/Contributing Watching/listening to websites online to blogs podcasts Index =143 Index =144 Index =117 Index =123 Source: Scarborough USA+ Release 2, 2010
Developing Your Own Social GameStep 2: Define the behaviors you want your supporters to do and assign priorities to them – Donate money to your organization (1) – Register their contact information (2) – Recruit their friends to join (3) – Provide you with demographic data (4) – Come back to the site every day (5) – Learn more about your organization (6)
Use Gaming to Learn More About Your Supporters
Developing Your Own Social GameStep 3: Create your own virtual economy – How will you reward participants for displaying the desired behaviors? • Loyalty • Recruitment • Engagement – What incentives do you need to offer? – What will be your social currency?
Developing Your Own Social GameStep 4: Create engagement opportunities tied to incentives that facilitate the desired behaviors – 5 Points for every friend you recruit on Facebook – 1 Point per day for coming back to the web site – 2 Points for answering a daily question – 10 Bonus Points for completing your profile – Use “Level-up” or “Get Ahead” incentives for your top priority behaviors
Developing Your Own Social GameStep 5: Identify all entry points for your game; develop a pro forma of projected results – Online • Social Media • Email • Banners • Co-Registration – Partnerships with Other Organizations – Offline • Direct Mail • Broadcast channels (radio/TV) • Events
Developing Your Own Social GameStep 6: Track and monitor all of your participants – Flag all particpants in your donor database – Monitor their engagement and giving behavior in other channels – Benchmark conversion and giving over past periods to track ROI for the campaign
Downstream Power of RecruitingStarting with one person, who found the site through an organic Google search… 60 Recruits 90 Recruits 522 Recruits 458 Recruits 1,131 Participants
Tracking ROI For Social MediaTotal revenue since the beginning of the game has surpassed giving during thesame period last year. $700,000 $600,000 +$215K $500,000 $400,000 $300,000 $200,000 $100,000 $0 April May June July August September Cumulative 2011 Cumulative 2012
Developing Your Own Social Game1. Start by understanding your supporters.2. Define the behaviors you want your supporters to do and assign priorities to them.3. Create your own virtual economy.4. Create engagement opportunities tied to incentives that facilitate the desired behaviors.5. Identify all entry points for your game.