This document discusses gamification of social media. It notes that gamification, which uses game design techniques to engage audiences, is growing significantly. Examples are provided of how companies have successfully gamified social media to encourage peer support, advocacy, and increased sales. The key aspects that make gamification effective include building a vibrant community, implementing techniques like badges and leaderboards, and ensuring the gamification reaches different types of gamers and motivates positive behaviors.

2. “Gamification” of Social Media
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3. 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.

4. Social Media
the use of web-based and mobile technologies to turn
communication into an interactive dialogue
Gamification
the use of game design techniques and mechanics to
solve problems and engage audiences
Success!

5. Social Media
the use of web-based and mobile technologies to turn communication
into an interactive dialogue
“How involved are you with Social Media?”
Social Media is “Community”

6. Gamification
the use of game design techniques and mechanics to solve problems
and engage audiences
• Is gamification just a game?
• Who are these “gamers” anyway?
• Gamification in the real world

7. 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!

8. 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

9. Is it just a game?
Maybe not for GAMERS!

10. 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.

11. Real World Gamification
Speed Camera Lottery
Average speed: 32km/h dropped to 25km/h
Piano Staircase
Professor B.J. Fogg’s (Stanford)
Fogg’s Behavior Model (FBM)
66% more people took the stairs (People of all ages! Dogs too!)

12. Gamification of Social Media
“Don’t ever underestimate the business value of
having fun.”
-Michael Wu, Ph.D., Lithium’s Principal Scientist of Analytics
Gamification 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?

13. 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.

14. 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.

15. 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.

16. The Social Media Game(ification) Plan Social Media
1. Define your objectives
2. Strong Community—Build one!
Gamification
3. Implement Gamfication techniques
4. 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?

17. Thank you!
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