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TWTRCON SF 10 Workshop: Game-Based Marketing Dynamics
The document is a workshop presentation on applying game-based marketing dynamics to Twitter, led by James Clark from Room 214. It discusses the fundamentals of gamification, including game mechanics like points, feedback, and customization to enhance user engagement. The presentation also outlines strategies for businesses to leverage gamification for participation and customer interaction.
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TWTRCON SF 10 Workshop: Game-Based Marketing Dynamics
- 1. Hotel Nikko SanFrancisco | November 18, 2010 Anchor Sponsors Workshop: How to Apply Game-Based Marketing Dynamics to Twitter Instructor: • James Clark, Co-Founder, Room 214 | @jamesoclark | @Room_214
- 2. Hotel Nikko SanFrancisco | November 18, 2010 Anchor Sponsors Thank You to Our Sponsors ANCHOR SPONSORS EXHIBITOR PLATINUM SPONSORS SILVER SPONSORS BOOTSTRAP SPONSORS Please visit our Sponsors and Exhibitors during the breaks!
- 3. Hotel Nikko SanFrancisco | November 18, 2010 Anchor Sponsors Thank You to Our Partners RESEARCH PARTNER COMMUNICATIONS PARTNER MIX TWEET PARTNER NON-PROFIT PARTNER ASSOCIATION PARTNERS MEDIA AND OUTREACH PARTNERS
- 4. James Clark Co-Founder Room 214 @jamesoclark @Room_214 DaveRogers LocalBunny @daverogers @localbunny
- 5. GAME TIME DO THISNOW!!! Tweet: @LocalBunny GAME
- 6. How Many ofYou Consider Yourselves Gamers?
- 7. How Many ofYou Have Booked Flights Based on Your Enrollment in a Frequent Flier Program?
- 8. Gamification The process ofincreasing user engagement and/or participation by integrating game mechanics and dynamics into your site, service, community to drive participation and engagement
- 9. Game Mechanics The elementsof a game that allow for a fun and engaging user experience. Including, but not limited to: goals, points, collecting badges, awards, trophies, etc.; rankings and leaderboards, levels, exchange of virtual goods and currencies and feedback loops
- 10. FREQUENT FLIER? Game Dynamics Thecompelling motivational nature of the game is the result of the desires and motivations: reward, status, achievement, self-expression, competition, altruism
- 11. GAMIFICATION FUNDAMENTAL GAME MECHANICS • POINTS •COLLECTING • FEEDBACK • EXCHANGES • CUSTOMIZATION • STATUS • ACCESS • POWER • STUFF LEVELS LEADERBOA RDS MISSIONS FUNDAMENTAL GAME DYNAMICS
- 12. 3 STEPS 1. POINTS •ExperiencePoints – earn points for doing something, completing tasks •Skill Points – earned through interacting with a system that needs learning •Influence Points: ratings in Amazon, ratings in Stackoverflow •Redeemable Points: Can you spend your points? – Frequent Flier Miles – very sticky engagement loop 2. FEEDBACK & REWARDS •Levels: shorthand for participation and achievement •Leaderboards: identify, motivate and reward your most devoted players (can de-motivate new players) •Social leaderboards: you and your friends – beat the next person above you •Missions: tell players what to do next – SCVNGR •Reputation and ratings: ask and answer questions Amazon, Stackoverflow, trust is necessary •Achievements: short-term goals + sense of progression (beware of achievement fatigue) •Roles: time-based roles – newbies (easy to earn – feel successful) and power users (scarce resources – access) 3. VIRAL OUTREACH •Competition: bragging, taunting, challenging •Cooperation: sharing, helping, gifting •Self-Expression: check out my character/outfit/farm/page Source: Amy Jo Kim, Reward Systems that Drive Engagement
- 13. 5 FUNDAMENTALS Source: AmyJo Kim, Reward Systems that Drive Engagement 1. POINTS •Most fundamental mechanic that makes something seem like a game is points • Once you’ve got points – you can do leaderboards • Once you’ve got points – you can do levels
- 14. 5 FUNDAMENTALS 2. COLLECTING •Collectingis very main stream: baseball cards, trading cards, beanie babies, shot glasses from around the world. • Badges tap into game mechanics • Badges are interesting where there are more to earn •What does it mean to get a complete set: Gain Status, Access and $$ •If you can frame your badges as sets that you can complete – you just tapped into collecting mechanics Source: Amy Jo Kim, Reward Systems that Drive Engagement
- 15. 5 FUNDAMENTALS 3. FEEDBACK •Gamesgives you feedback on so many levels about what you’re doing they actually makes you better at your skill. • Keeps you on the road to mastery • Tells you if you’re on the right track • Helps you get better like a great coach Source: Amy Jo Kim, Reward Systems that Drive Engagement
- 16. 5 FUNDAMENTALS 4. EXCHANGES •Taking Turns • Chess, conversations, tit-for-tat • Most basic game mechanics we learn as kids: wait your turn Source: Amy Jo Kim, Reward Systems that Drive Engagement
- 17. 5 FUNDAMENTALS 5. CUSTOMIZATION •Canbe customizing your character like World of Warcraft – or bligning out your profile on Facebook or Twitter. • Anytime you have a rich profile you can decorate • Traditionally the ground of hardcore gamers is not much more in the general public lexicon Source: Amy Jo Kim, Reward Systems that Drive Engagement
- 18. 10,000 HOURS • Ittakes 10,000 hours of deliberate practice to master a subject or skill • The person practicing must constantly strive to get better • 10,000 hours for great achievement
- 19. 10,000 HOURS • Bythe age of 21 a majority of kids will have spent 10,000 hours playing online video games • We invest 3 Billion Hours Weekly in Online Gaming • So what exactly are these kids getting good at? • Urgent Optimism – the belief that you will ultimately be successful, even if you experience many failures • Social fabric – a sense of trust that others will help you • Blissful productivity – a desire to work hard and purposefully • Epic meaning – an understanding that one is individually capable of changing the world Jane McGonigal, Director of Game Research & Development, Institute for the Future Source:Jane McGonigal, TED Presentation: Gaming can make a better world
- 20. KIVA Who is Kiva’sbiggest competitor? “I think our biggest competitor is actually, probably Zynga. It’s not other nonprofits it’s actually competing for people’s attention. That fantasy football player in Canton, Ohio who might play two hours of Farmville at night, how do we get them to think about Uganda?…If building a real farm on Kiva can be as compelling as building a virtual farm on Facebook, then I think we’ve done our jobs really well.” - Kiva, President Premal Shah VS
- 21. BUSINESS VALUE Gamification candrive virtually any kind of participation including: “Participation Builds Lasting Relationship and Impacts Fundamental Business Objectives” - Bunchball “Gamification 101” • Watching videos • Listening to audio • Viewing photos • Opting in to email • Creating content • Answering questions • Making a purchase • Taking quizzes • Search for info • Sharing personal info • Rating products • Reading articles • Registrations • Voting on content • Writing comments • Participating in discussions • Posting to forums • Taking a poll • Visiting repeatedly • Visiting affiliate sites • Recommending affiliates
- 22. Set Up 1. SelectGame Premise: Knowledge, Skill, Chance 2. Determine How Winner Is Selected 3. Create Game Interaction: Content, Responses 4. Acquire Twitter Handles 5. Promote Limitations 1. Time frame 2. SPAM 3. Throttling
- 23. Today’s Experience • SimpleActivation: Tweet @LocalBunny Trivia • 3 Levels of Play: Must answer correctly to proceed • Knowledge: Question to answer • Skill: Word Scramble • Chance: Slots • Leaderboard: How do you stack up to the competition • Optimism: % Chance to Win
- 24. Behind the Scenes Level1 • Q&A Game • 20 winners (half the audience) • Winner will be randomly selected • All correct answers will be moved on to Level 2 • Prize: $5 gift card at Chipotle Trivia Question: • @user What Mexican Grill is named after a chili and sources organic local produce? Reply to @LocalBunny5 • Answer= Chipotle • Correct response merits - @user Congrats you got it. To advance Tweet SCRAMBLE to @tweetatown for you next question
- 25. Behind the Scenes Level2 • Word Scramble • 2 winners • Winner will be randomly selected • All correct answers will be moved on to Level 3 • Prize: $50 gift card from Yahoo! Trivia Question: • @user Unscramble this: “rerjy agyn” and reply to @TheQuizBaron with ONLY the unscrambled phrase • @user Hint: he’s a co-founder of prominent tech company • Answer= Jerry Yang • Correct response merits - @user Nice job smarty pants! Tweet SPIN to @bunnyisland for your final game and chance to win the big prize!
- 26. Behind the Scenes Level3 • Slots • 1 Winner • Winner will be randomly selected • Prize: Flip Cam from Yahoo! Trivia: • @user flip or cam – match wins
- 27.
- 28. RESOURCES Articles: HOW TO: UseGame Mechanics to Power Your Business, Mashable, http://goo.gl/3ubh SCVNGR’s Secret Game Mechanics Playdeck, Tech Crunch, http://goo.gl/IR6s Mint Turns Personal Finance Into a Game. It’s Better Than It Sounds, Tech Crunch, http://goo.gl/AlPX Kiva President on the Next 5 Years and Why Zynga is Their Biggest Rival, Tech Crunch TV, http://goo.gl/lU3b Jane McGonigal: Gaming Can Make a Better World, TED Talk, http://goo.gl/xiKd Get Ready for the Decade of Gamification, MercuryNews.com, http://goo.gl/7W4r People to Follow: Amy Jo Kim, @amyjokim, http://shufflebrain.com Gabe Zichermann, @gzicherm, co-author of: game-based marketing, http://gamebasedmarketing.com, http://gamification.co Companies Doing Cool Things: Badgeville, http://badgeville.com/ FanAppz, http://fanzpps.com BigDoor, http://bigdoor.com Bunchball, http://bunchball.com
- 29. PHONE: 303.444.9214 TOLLFREE: 866.624.1851 WEB: room214.com EMAIL: info@room214.com room_214 facebook.com/Room214 capturetheconversation.com google.com/profiles/room214 And the WINNER is.... Thanks for Playing