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Putting the Fun in Functional Applying Game Mechanics to Social Media   Amy Jo Kim, Ph.D.  CEO, ShuffleBrain Inc.
First, some terminology…
What is Social Media?
What is Social Media? player-created content
What is Social Media? player-created content social infrastructure
What is Social Media? player-created content social infrastructure tools for sharing
What is a Game?
Formal Definition   a   system   in which players engage in   an   artificial conflict ,  defined by   rules ,  that results in a   quantifiable outcome * *from Rules of Play by Eric Zimmerman and Katie Salen
Informal Definition   a   structured experience   with   rules  and  goals that’s  fun
Games tap into our  primal response patterns
Games engage us in  flow
What are  Game Mechanics? the  systems  and  features  that make games  fun ,  compelling  and  addictive
Game Mechanics for Social Media ,[object Object]
Show me your stuff! Impressive Collection = Bragging Rights
The Power of Completing a Set only X more to go…
Game Mechanics for Social Media ,[object Object],[object Object]
Game Points are given by the system
Social Points are given by other players
Redeemable Points drive Loyalty Southwest Airlines simpler Frequent Flyer points Drugstore.com Dollars earn while you shop
Leaderboards drive player behavior… … and express community values
Levels punctuate the game experience… … and unlock new powers and access
Game Mechanics for Social Media ,[object Object],[object Object],[object Object]
Feedback accelerates mastery…
… and adds fun
Social feedback drives engagement
Game Mechanics for Social Media ,[object Object],[object Object],[object Object],[object Object]
Exchanges are structured social interactions basic, primal form of social engagement
Social Exchanges can be explicit…
…  or implicit (i.e. emergent)
Some social environments have both comments are implicit “ Add Friend” is explicit
Game Mechanics for Social Media ,[object Object],[object Object],[object Object],[object Object],[object Object]
Character   Customization
Interface Customization
How is Social Media  influencing Games?
Trends in Social Media ,[object Object]
Trends in Social Media ,[object Object],[object Object]
Trends in Social Media ,[object Object],[object Object],[object Object]
Case Study: Youtube
What do you collect?
How do you earn points?
How do you get feedback?
Where do you have exchanges?
How do you customize your experience?
Is the service accessible?
Are the data objects recombinant?
Can the service be syndicated?
Case Study: Twitter
What do you collect?
How do you earn points?
How do you get feedback?
Where do you have exchanges?
Can you customize your experience?
Is the service accessible?
Are the data objects recombinant?
Can the service be syndicated?
Case Study: PhotoGrab
What do you collect? awards, games played and created
How do you earn points? playing games, improving your skill, creating popular games
How do you get feedback? in-game (score and rating), meta-game (stats and notifications)
Where do you have exchanges?  comments, notifications
Can you customize your experience? Customized game skins and data feeds
Is the service accessible? EZ game UI and game creation
Are the data objects recombinant? Recombinant games and game objects
Can the service be syndicated? RSS feeds, widgets
What do YOU think about the intersection of games and social media?  Join the discussion at  http://shufflebrain.com
[object Object],Thank You – Any Questions? [email_address] @amyjokim (Twitter) Amy Jo Kim (FaceBook)

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