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Branding with Social Media, Social Games & Gamification

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Branding with Social Media, Social Games & Gamification

  1. 1. La Marca, Núcleo de la Comunicación @ElisavaBCN Branding with Social Media, Social Games & Gamification Barcelona, 23-05-2011 @JaumeTeixi
  2. 2. Social Media Started before 2.0 Usenet, BBSes..., Feb. 1985 The WELL - Whole Earth 'Lectronic Link Problems also Clay Shirky - A Group is its Own Worst Enemy [1] Experts are not Futurologists Exploited before Semantic Web
  3. 3. Facebook Innovation: Real Name, Pic, Wall, Notifications News Feed: September 2006 Platform, Apps: 2007 Pages, Events, Places, Deals, Credits, Questions... Interesting for Branding: Facebook Pages [2] Facebook Studio [3] Facebook Marketing Solutions [4] Facebook + Media [5] PR on Facebook [6] Interesting Timeline: March 2004 – Out of Harvard December 2004 – 1 million September 2005 – US High Schools July 2009 – 250 million July 2010 – 500 million January 2011 – 600 million
  4. 4. Twitter Innovation: From SMS to All kind of feeds. Platform API. Asynchronous follow/followers: Interests/Audience #hastags, conversations, TT, etc. Interesting for Branding: Twitter for Business [7] Twitter Media [8] 5 successful Twitter marketing campaigns you should know about [9] Momentums: Obama - Nov 2008 Space - @Astro_TJ 22-01-2010 [10] Egypt Protests 2011 Japan Earthquake 2011 #acampadasol #acampadabcn #yeswecamp 15-05-2011
  5. 5. More... Social Networks Foursquare – check-ins Quora – questions Hunch, GetGlue - interests Linkedin - Professional – Branchout (FB) GoMiso – tv Whatever vertical marketplace...
  6. 6. Status of Social Media Three Big Hypes: Check-ins – Senseless Geolocation! Coupons – Discount, Buy Now! Gamification – All can be Played!
  7. 7. Future of Social Media? Social Graph Quora, Foursquare: automatically connect your Facebook & Twitter contacts [11] [12] 360º By Default Boundaries of Traditional and Social will disappear [13] Instant Everything Generation All mobile, rightnow! [14]
  8. 8. Network Effects Streisand effect Attempt to hide will spread more widely [15] k-Factor - Viral phenomenon Dion Hinchcliffe - The K-factor Lesson: How Social Ecosystems Grow (Or Not) [16] More... Dion Hinchcliffe - Twenty-two power laws of the emerging social economy [17]
  9. 9. Social Games All Games are Social? Jon Radoff - History of Social Games [18] Innovations Social Graph Play: competition, sharing Freemium Model - Microtransactions Casual Gamers MVP – Minimum Viable Product Pivoting, A/B Tests, Metrics 4 All BVG – Branded Virtual Goods
  10. 10. Social Games - Micro-Payments Nicholas Lovell - 10 reasons microtransactions are better than subscriptions [19] 1. Microtransactions are user-led, not developer-led 2. There is no “gate” 3. Players can spend when they want to 4. Players can spend as much as they want to 5. Microtransactions make it easy to keep the game fresh 6. Microtransactions are trackable 7. Microtransactions are flexible 8. Microtransactions offer A/B testing opportunities 9. Consumers have a limit to the number of subscriptions they are comfortable paying 10. Microtransactions make more money
  11. 11. Social Games – Zynga's Phenomenon Tadhg Kelly - Zynga and the End of the Beginning [20] Real differences between the viral developers are: – Advertising strategy – Their willingness to exploit Facebook’s virality features – Ability to cross-promote within games. – Quality of internal metrics Zynga - Momentums: – Social Good: Haiti $3 million – Is Zynga worth more than Electronic Arts? – Gaga Ville – 14 acquisitions in 12 months Social Networking Game Operators - Top 5 in 2010 [21] – Zynga – EA Playfish – Disney Playdom – Crowdstar – RockYou
  12. 12. Social Games - Metrics ARPU Average Revenue Per User ARPPU Average Revenue Per Paying User Churn Constant loss and gain of members Cohort Analysis - Aggregates On Time DAU/MAU Comparing Daily Active Users to Monthly Active Users Lifetime Value User Acquisition Cost Viral Rate/Virality - k-Factor
  13. 13. Gamification – Jueguificación Game Mechanics for Non-Game Activities [22] [23] [24] Techniques Achievements: Badges Levels Leaderboards Progress Status Awards, Redeem, Trade, Gift Casual Games to Live/Work Activities
  14. 14. Gamification – Industry Veterans Opinions Ian Bogost – Exploitationware [25] Richard A. Bartle – Serious Games Want a Game [26] Amy Jo Kim – Smart Gamification [27] Jane Mcgonigal – Game Mechanic vs. Spirit [28] Simon Wiscombe (Student) - Rethinking Gamification don't focus on achievements…target the journey, rather than the goal [29]
  15. 15. Gamification – 10 Rules Nicholas Lovell - The Ten Rules Of Gamification [30] 1. You’re not making a game 2. Know what you are trying to achieve 3. Be prepared not to gamify 4. Games are rubbish at customer acquisition 5. Retention is crucial, yet criminally overlooked 6. Monetisation may sound great, but focus on your core business 7. No, games are not just about competition 8. Beware unintended consequences 9. Make it personal 10. Gamification is a process, not a project
  16. 16. Gamification – Branding How To Play With Your Customers [31] [32] Playing Gives You a Sense of Urgent Optimism: Don't Give Up! Content with Commerce / Community Advergaming is not Gamification Newsgames are not Gamification Edugames are not Gamification Respect Organic Virality: Don't Spam The Social Graph
  17. 17. Gamification – Opportunity Engagement and Loyalty Customize products Special Offers: Collections and Scarcity From The Begining Loyalty Cards: SkyPoints, Air Miles Customer Experience: Starbucks [33] Today's Mint.com your savings plus your tasks, etc. [34] [35] Huffington Post and Mashable with social graph, personalization, badges, etc. [36] [37] Kiip: A New Intersection For Branding, Advertising and Gaming [38] Empire Ave: Your Social Reputation is now a Game [39] A Way to Make Performance Reviews Fun–Really [40]
  18. 18. Gamification – Service Marketing Past: From Product to Service Now: From Service to Experience Drive Customer Retention Differentiate Your Brand!
  19. 19. Gamification – Industry Players Gamification Companies: Cynergy Badgeville Big Door Media Bunchball SpectrumDNA Gamify iActionable more... [41] 2011 First Conferences: gamificationsummit.com [42] Jan 20-21 – San Francisco Sep 15-16 – New York CHI 2011 Workshop: Gamification: [43] May 7, 2011, Vancouver, BC, Canada
  20. 20. Thanks! @JaumeTeixi www.totfan.com @TOTFAN_Games www.fb.com/totfangames

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