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Creating engaged communities through the power of music

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Creating ENGAGED COMMUNITIES
through the power of MUSIC
Enter
Twitter, Instagram: @useradventure LinkedIn: Sabrina Sona Br...

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We know the power of BUSINESS to create STRATEGY
Picture: https://sunedison.in/are-you-subconsciously-sabotaging-your-life...

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We know the power of BEHAVIOURAL SCIENCE
to create MOTIVATION

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Creating engaged communities through the power of music

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See full presentation here: https://www.youtube.com/watch?v=ZyA-v8F_Vvs

Music has been in the forefront of Innovation, pushing technology to another level especially in times of crisis. We have seen this in the past and are experiencing it right now. The Music Industry and specifically the Kpop Industry currently disrupts the ways we can experience and communicate with other fans and will be a main inspiration for the development of online communities in the future. I want to talk about how Music can create communities that relate to each other. This session includes:

- An introduction to how music can be used for community engagement, particularly online communities

- An interactive element, where we co-create some music that brings the gamification community closer together

See full presentation here: https://www.youtube.com/watch?v=ZyA-v8F_Vvs

Music has been in the forefront of Innovation, pushing technology to another level especially in times of crisis. We have seen this in the past and are experiencing it right now. The Music Industry and specifically the Kpop Industry currently disrupts the ways we can experience and communicate with other fans and will be a main inspiration for the development of online communities in the future. I want to talk about how Music can create communities that relate to each other. This session includes:

- An introduction to how music can be used for community engagement, particularly online communities

- An interactive element, where we co-create some music that brings the gamification community closer together

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Creating engaged communities through the power of music

  1. 1. Creating ENGAGED COMMUNITIES through the power of MUSIC Enter Twitter, Instagram: @useradventure LinkedIn: Sabrina Sona Bruehwiler Octalysis World: www.octalysisgroup.com
  2. 2. We know the power of BUSINESS to create STRATEGY Picture: https://sunedison.in/are-you-subconsciously-sabotaging-your-life-your-online-business/
  3. 3. We know the power of BEHAVIOURAL SCIENCE to create MOTIVATION
  4. 4. We know the power of ART to create EMOTION https://blog.marquetteatprestonpark.com/upcoming-stand-up-comedy-in-plano-at-hyenas/
  5. 5. Business Art Behavioural Science Golden Core of Gamification But do we know what could happen if we combine them? Trinity of Engagement
  6. 6. I’m Sabrina Sona Bruehwiler and today we’ll take a journey deep into a new dimension to find out more. - Human Focused Design since 2009 - Gamification Consultant and Designer for The Octalysis Group since 2017 - Specialised in building the future of Global Interactive Musical Experiences - International Speaker in Gamification and Human Focused Design - Singer and Songwriter with songs in the top 10 of Swiss Music Charts - Podcasts: Random Rewards: https://anchor.fm/randomrewards, Twitter: @randomreward Sound Secrets: Coming Soon Twitter, Instagram: @useradventure LinkedIn: Sabrina Sona Bruehwiler Octalysis World: www.octalysisgroup.com
  7. 7. Gamification is the “Use of Game Elements and Techniques in Non-Game or boring Context” But don’t we forget something? Isn’t this limiting us? Business Art Behavioural Science Golden Core of Gamification Trinity of Engagement Games Twitter, Instagram: @useradventure LinkedIn: Sabrina Sona Bruehwiler Octalysis World: www.octalysisgroup.com
  8. 8. There are many forms of art, why are we just focusing on using elements from games to motivate people? Art Universe Games Fine Arts Applied Arts Performing Arts Music Dancing Graphic Design Drawing Animation Fashion Architecture Video Photography Craft Theatre Acting New Media Arts Web Design Literary Arts Sculpting 3d Art UX/UI Design Painting Twitter, Instagram: @useradventure LinkedIn: Sabrina Sona Bruehwiler Octalysis World: www.octalysisgroup.com
  9. 9. Video Travis Scott Fortnite Concert: https://www.youtube.com/watch?v=wYeFAlVC8qU Just like the Gaming Industry, the Music Industry has been on the forefront of Innovation and engagement has increased rather than declined in times of disruption
  10. 10. Video: https://www.youtube.com/watch?v=h3Ez-EaJWks My Youtube Channel: Sabrina Sona - 1.2 Mio Viewers watching at the same time - 50 Mio Viewers/2 day concert - 107 regions - +500k new Subscribers on Youtube
  11. 11. Book: Into the Magic Shop, Dr. James R. Doty https://www.amazon.com/Into-Magic-Shop-Neurosurgeons-Mysteries-ebook/dp/B00YBBKMHA Neurosurgeon and Author Dr. James R. Doty about the POWER OF MUSIC: “Music can calm the patients or focus and energize the surgical team.” “Studies have shown if music is played to people before surgery, they develop less anxiety and require less pain medication!” “Music decreases stress and lowers blood pressure”
  12. 12. Music can create all these Emotions: Emotion Sound Universe pain sadness distance anger fear panic surprise happiness optimism excitement relatedness closeness nostalgia hope Cold Warm Elevate Grounding productivity mesmerisation inspiration disappointment euphoria calm quite tension freedom sleepy confusion joy trust curiosity creativity pride loneliness peace threatened mad ‘clair de lune’ ‘love die young’ ‘st.anger’ ‘burn’ ‘we are the world’ ‘happy’ ‘dynamite’ ‘microcosmos’ Twitter, Instagram: @useradventure LinkedIn: Sabrina Sona Bruehwiler Octalysis World: www.octalysisgroup.com
  13. 13. Surprise and excitement Sadness and Hope Nostalgia What would happen if we also focus on MUSIC? Music: BTS Album BE
  14. 14. Nice Emotions, but how do these apply to actual Communities? https://www.statista.com/statistics/916973/south-korea-bighit-entertainment-sales-value/ https://www.koreaboo.com/news/bts-ipo-bang-si-hyuk-richest-big-hit-entertainment-stockholder/ https://www.brandwatch.com/blog/bts-facts-and-statistics/ https://www.allkpop.com/article/2020/11/bts-once-again-sets-untouchable-records-be-surpasses-16-million-album-sales-in-just-90-minutes Let me tell you a story about my experience of being part of a community - it’s one of the strongest communities in the world, the BTS ARMY, a Fanbase of the Korean Group BTS. - Bighit Revenue: $ 526 Million in 2019 - Market Value: $ 10 Bio - BTS Accumulate for 70% of South Korea’s Tourism - BE: 1.6 Mio Album Sales in first 90min
  15. 15. Let’s look at ARMY through the Octalysis Framework Octalysis World: www.octalysisgroup.com Facebook: Octalysis Prime Octalysis Prime Island: https://island.octalysisprime.com ● Stay tuned for his talk at: 14.00 CEST
  16. 16. Let’s look at ARMY through the Octalysis Framework DEFINITION OF CORE DRIVES Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence ● Love Yourself Message ● Speech UN ● Match a Million ● One in an Army ● Award show voting ● Winning Awards ● Charts (Billboard, Hanteo etc..) ● Learns Korean to understand lyrics and video content ● Fancams ● Fanart ● Cover Songs ● Dance Covers IG: @rio_animations ● Collections (CD, Merch, Photocards, Cupsleeve etc…) ● Buys things BTS have too (Downy Sold Out) ● Own everything about BTS ● Symbols to show we are Army ● Collecting scarce items (limited edition) ● Pay a crazy amount because of the scarcity of tickets ● Travel around the world for 1 concert and spend all their belongings ● Click on a button for 3 days without sleep because of the scarcity of tickets ● Armys are Family ● Special Army Language (Elitism -> also CD1 and CD6) -> Did you see my bag? ● Works as BTS Ambassador =) ● Twitter Activity ● Fan Translations for other Armys ● BTS sharing their life and thoughts ● Lightsticks (“Army Bombs”) ● New concepts ● Curious about Korea (70% of Tourism) ● Will stay awake all night just to see the release of a music video, watch a performance or concert ● Visits places BTS have gone to ● BU - Bangtan Universe ● FBI Army making theories ● FOMO: Scared of missing an important event ● Camping Out before concert
  17. 17. How long-term Community Engagement is created Today, we’re NOT going to focus on how you actually motivate people to join your community. Because what made this community so special is how their Meaningful Message, their Empowerment of Creativity and their Sense of Connectivity created long-term engagement.
  18. 18. Octalysis White Hat + Left Brain (Extrinsic) White Hat + Right Brain (Intrinsic) Black Hat + Left Brain (Extrinsic) Black Hat + Right Brain (Intrinsic) “Evergreen Engagement” “Gambling-like guilty addiction” “Obsessive Short-Term Behavior” “Overjustification Effect”
  19. 19. https://www.youtube.com/watch?v=ZhJ-LAQ6e_Y&t Love Myself Campaign Core Drive 1 Epic Meaning and Calling
  20. 20. https://www.youtube.com/watch?v=v27mgfzAQZY BLM - Match a Million Core Drive 1 Epic Meaning and Calling
  21. 21. https://www.youtube.com/watch?v=ErsjsFpIz4s&t One in an ARMY Core Drive 1 Epic Meaning and Calling
  22. 22. Core Drive 3 Empowerment of Creativity and Feedback https://www.youtube.com/watch?v=OEXCBV0qDz4&feature=youtu.be Fan Created Content https://twitter.com/Darrchoi https://www.etsy.com/uk/listing/731560799/bts-enamel-pin-m ystery-grab-bag
  23. 23. Core Drive 3 Empowerment of Creativity and Feedback https://www.youtube.com/watch?v=K1scjjbfNsk Fan Created Content
  24. 24. Core Drive 3 Empowerment of Creativity and Feedback https://www.youtube.com/watch?v=OEXCBV0qDz4&feature=youtu.be Fan Created Content
  25. 25. We’re all united through Music https://www.youtube.com/watch?v=mmKW8mnsB-4&feature=emb_logo Core Drive 5 Social Influence and Relatedness
  26. 26. THIS is why Music is POWERFUL https://www.youtube.com/watch?v=mmKW8mnsB-4&feature=emb_logo Core Drive 5 Social Influence and Relatedness
  27. 27. Now back to ‘boring world’.. the world so many are stuck in... Wouldn’t it be awesome to instead of having bored and frustrated people surrounding us to create engaged communities through the power of music? https://thriveglobal.com/stories/feeling-bored-at-work-here-are-10-productive-things-to-do/
  28. 28. What if we could shift this boredom into excitement and a feeling of connectivity? https://kissasian.is/heres-bts-included-army-in-group-hug-unexpectedly-touching.html
  29. 29. https://www.youtube.com/watch?v=mmKW8mnsB-4&feature=emb_logo What if I tell you we could create that place together, and in the safety of our homes?
  30. 30. There is a place where you can learn from the power of art and music… But it’s a far away universe… It might be dangerous... Do you wanna take on the Adventure and create the Gamification Universe of tomorrow?
  31. 31. Around 30 years ago, in a parallel universe, 3 stars crashed into each other. The star of Business, the star of Art and The Star of Behavioural Science. A huge explosion created a new universe with hundreds of new planets to explore, the Sona Universe was created. A Universe full of Music, Games and Dancing. Song: Alexa: Villain - Instrumental Business Art Behavioural Science Sona Core Sona Universe
  32. 32. Connected through the energy of people that would sing, dance, travel around those worlds and enjoy learning about other cultures. But first it seemed there were no people, Sona woke up in darkness... It is your mission to connect with her by singing your song. Song: Alexa: Villain - Instrumental
  33. 33. So I’m asking you now to take on this call! Create a Gamification Europe Jingle, Dance, Slogan, Sketch, something that we will never forget and that will through the power of YOU, the people, open the portal to SONA Universe Song: Alexa: Villain - Instrumental
  34. 34. How: 1. Topic: Gamification Europe 2. Work alone or in Groups (every member will get an entry code) 3. Choose Emotion from the Emotion Sound Universe (happiness, hope, anger, fear, excitement, curiosity…) 4. Write words related to that Emotion 5. Pick your tool of expression from Art Universe This can be in form of lyrics, songs, jingles, music, roleplay, dance, writing, drawing, sketching, anything to express yourself and thank Gamification Europe 6. Post it on Twitter with the hashtag #sonachallenge #gamificationeurope 7. You’ll receive a special private video message with a code to enter Sona Universe You’ve got till Sunday this week to open the Portal Twitter, Instagram: @useradventure LinkedIn: Sabrina Sona Bruehwiler Octalysis World: www.octalysisgroup.com
  35. 35. Let’s create this Universe together! Thank you! #sonauniverse #gamificationeurope Twitter, Instagram: @useradventure LinkedIn: Sabrina Sona Bruehwiler Octalysis World: www.octalysisgroup.com

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