aima august 2011 social media gamification event

ACTION! Gamification, Technology and User Behavior in Social Media

Membership levels:

Student - $60/year, includes free admission for monthly events; discounts on social events

Basic - $120/year, single person free admission for monthly events; discounts on social events; job board postings

Corporate – 3 levels, includes 5, 15 or ALL people free admission for monthly events; discounts on social events

www.atlantaima.org

Membership

Sponsors

Social Media Integration Conference, September 16-17 Bring your toughest questions to KSU’s intimate, academic setting, and ask them of top authorities on integrating interactive and social media marketing at the Social Media Integration Conference (SMIATL). Being held September 16-17, 2011, the organizers are bringing in national-level speakers with sessions specifically aimed at advanced and expert skill levels.

Register using promo code “AiMA20” for 20% off, making the event just $128 to attend. WIT's Women of the Year in Technology Awards

Top companies in Georgia honor their leaders by nominating them for WIT's Women of the Year in Technology Awards.

2011 Awards Gala & Dinner - Event Details: Date: Thursday, November 10, 2011 Time: 5:30pm-9:00pm Location: The Foundry at Puritan Mill,

Partner Events

Partner Events

AiMA members receive 20% discount

•  November 7, 2011 •  Georgia Tech Hotel & Conference Center •  USE CODE AIMA WHEN REGISTERING •  www.appnationconference.com/atlanta •  Hosted during Digital Atlanta Week

Moderator Tom Ellis

Tom Ellis is Aqua Blue Interactive's (ABI) Chief Strategy Officer and Co-Founder. He works with ABI clients to define business objectives and implement online strategies to accomplish their goals. Tom co founded Aqua Blue Creative Development almost three years ago as a firm providing social application development and marketing. In early 2011, Aqua Blue Creative Development merged with a local social media firm to form a full-service social media and digital marketing firm - Aqua Blue Interactive.

Chief Strategy Officer, Aqua Blue Interactive

Prior to his involvement with Aqua Blue, Tom served as Vice President of TechLINKS, a firm focused on providing marketing services for IT service providers looking to do business with Fortune 1000 companies. Tom lives in Smyrna, GA with his wife, Alexa with their first child on its way this winter.

Panelists Chris Nelson is Director of Social Media for CMT. He works within the Consumer Marketing group to build social media strategies for on-air programming and branded initiatives. Prior to joining CMT, Chris worked in digital marketing in both Nashville and Seattle, WA, primarily in start-ups and consulting. Chris is also a volunteer leadership member of Digital Nashville a local association that brings digital professionals together for networking, education series and other industry events.

Gabe’s career began in 1994 in the enhanced CD and high-end multi-media software spaces. A video and technology aficionado, Gabe designed projects for musicians and bands such as Chris Cornell, Sonic Youth, No Doubt, Blues Traveler and Weezer. While his work early on in his career forced Gabe to be behind the camera, in a studio, or at a computer, his responsibilities with The SuperGroup are much less isolating. Considered " the face" of The SuperGroup, Gabe not only oversees the agency’s design department, but also spearheads the company’s business development initiatives. Drawing on his diverse interests, design capabilities, business sense, and knowledge of the web, Gabe is responsible for making sure potential clients become actual clients.

Chris Nelson Country Music Television

Gabe Aldridge The SuperGroup

As Edelman's Managing Director of Southeast Digital, Craig leads strategy for clients such as UPS, Newell Rubbermaid, Georgia Pacific, Belize Tourism Board and Florida Hospital. Craig is also the Global Managing Director of Digital Search where he leads strategy and management for pay-per-click advertising and search engine optimization. Craig has been repeatedly recognized through the media as a leader and visionary within the digital space. He has been featured on The Today Show; USA Today; Wall Street Journal and CNN. Craig was also named by Animation Magazine -Top 15 Guerilla Web Entrepreneurs. Craig is a graduate of the University of Cincinnati in electronic media and is most importantly dad to twin six-year old boys.

Omar is responsible for leading Badgeville’s sales and business development efforts out of our New York office. Over the course of his 15-plus year career, Omar has held a variety of senior positions in sales, business development, and operations, with the past four years focused on growing SaaS companies. Prior to joining Badgeville, Omar was at enterprise social collaboration leader Socialtext where he established critical footholds in Media/Entertainment, Publishing, Advertising, Financial and Professional Services sectors, among others. Omar has a B.A. in Philosophy from Yale University and lives in Brooklyn @odivina

Omar Divina Badgeville

Craig Kronenberger Edelman

Panelists

Background on Social Gaming/ Gamification

Social Gaming •  Multiple players •  Played through social platforms (i.e. Facebook) •  Can use social currency •  Growth is viral Gamification •  Badges •  Not the same as social media games (Farmville, Mafia

Wars) •  Not couponing •  Not massive, multi-player online role-playing games

Chris Nelson Country Music Television

•  Why social gaming? –  Remember when the question was “Why Social?”

•  Where to start –  It’s time to do your homework

•  Understand both audiences –  Plan your engagement

•  Remember, it’s about VALUE •  Example: Taking CMT programming to social gaming

Chris Nelson, CMT

Brand Goal: Drive Tune-in In-game video sampling Custom branded items

User Benefit: Deliver Value Custom bonuses players can use

Results: 220k video plays 7 million branded game items used 4 million branded gifts sent

Chris Nelson, CMT

Gabe Aldridge The Super Group

Gamification is Polarizing

Why do some people go buck wild crazy for gamification?


...because it works


(when used cleverly).


Why do some folks hate gamification with a burning passion?


“For business purposes, gamification is invalid, faddish, exploitative, an oversimplification, or a renaming of existing practices.”


“Gamification adds to and preys upon the confusion among business decision makers about the meaningful distinctions between games,

videogames, social games, gamification, game mechanics, etc.”


“...don’t like the negative consequences of making simple game-like consumer interactions an end in themselves, rather than designing

either high quality games or full product designs.”


“Gamification sometimes misses elements such as storytelling and experiences which are central to what make games effective.”


“Gamification has mistaken the addition of points for the application of genuine game mechanics.”

WTF is Gamification?

Most of these complaints come from a poor understanding of what gamification is and is not.


“the use of game mechanics and dynamics to drive game like engagement in a non-game context.”


“the use of game attributes to drive game-like player behavior in a non-game context.”

Michael Wu, Pd.D

What Gamification is not

What is gamification not?


Games


Prizes


Rewards & Incentives


Gamification and serious games are related because both try to leverage aspects of games to achieve something more.

Gamification Case Studies

Twitter Translator

Twitter has successfully crowdsourced translation services using game mechanics.

Twitter Translator

Translation tasks are presented in small snippets...

Twitter Translator

...and points are earned as more and more snippet are translated.

Twitter Translator

The more snippets that you translate, the higher your level.

Twitter Translator

...and badges are prominently displayed.

Twitter Translator

Twitter Translator follows some important game design principle.

Twitter Translator

Translator sets S.M.A.R.T. goals. Specific, Measurable, Actionable, Realistic and Timed (short and long term goals) and provides clear social comparison.

Twitter Translator

I am now at level 12, but want to get to level 15. I know the clear path to making this happen -- more translation.

Twitter Translator

The path forward is attained through clear, bite-sized actions and choices...

Twitter Translator

...and the relationship between actions and goals is very clear.

Twitter Translator

Status is prominently displayed (people love to brag)

Twitter Translator

Clear Status

Twitter Translator

Excessive Positive Feedback

Twitter Translator

Scaffolded Goals and Skill Progression (incremental goals, frequent assessment, multiple rewards, and feedback

along the way, not just one grade at the end)

Twitter Translator

“We usually feel best when challenges perfectly match our skills. More, and we are stressed, less, and we are bored. Since we constantly learn and improve our skills, the challenges must grow with our skills - otherwise, boredom ensues.”

Mihaly Csikszentmihalyi ('cheek-sent-me-high') Flow: The Psychology of Optimal Experience

Twitter Translator

Twitter Translator

Quick recap • Clear status, goals, actions • Clear action -goal-relationships • Clear social comparison • Excessive feedback • Scaffolded challenges matched to the user's growing skill set

The Speed Lottery

Non-web based gamification

The Speed Lottery

Average speed before experiment: 32 km/h (20 mph)

The Speed Lottery

Average speed after experiment: 25 km/h (16 mph)

The Speed Lottery

Resulting in a 22% reduction in speed

NextJump Company Fitness

Snooze

Serious Gaming Case Studies

The 711 Club

Children’s Hospital Boston

Thanks Everybody

In Closing

Craig Kronenberger

WE ARE THE ONES WHO …

Drove shoppers to buy their holiday gifts on the eBay

website and mobile app through pop up

stores and social engagement

Mobilized 100 action consumers to

launch the fastest selling consumer

technology product in history

Launched Starbuck’s first

instant brew: VIA for in-store and

grocery purchase

Drive $9 in additional sales for

each fan on Facebook

BADGES & SWEEPS

INCENTIVIZE FOR SHARING

WITH FRIENDS

BADGES TO DRIVE RETENTION AND

AWARENESS

BUILT AROUND CHANNELS THEY ALREADY USE

CONNECT FRIENDS

VIA LEADER BOARD

LEVERAGE “BEJEWELED” POPULARITY

BUILD IN “SHARE” FEATURE

AND CHALLENGE

QUILTED NORTHERN - FLUSH RUSH

RESULTS

UNAIDED REACHED OVER 500K PEOPLE 20% RESPONSE RATE

ZOOM CHINA, BLUETOOTH STOPWATCH

10 TIPS

1. BADGES build retention and reach 2. LEVELS & STATUS drive retention 3. SIMPLE can be better 4. Rewards can be SMALL 5. Make SHARING a game dynamic 6. Use leaderboards..CONNECT people 7. Build games on social platforms 8. Build social into your game ideas 9. Think mobile 10. Think offline online

SPECIAL THANKS

http://bad.gy/ [email protected]

FIND ME

@CKRONS LINKEDIN/CRAIG KRONENBERGER

WE ARE HIRING JOBS: www.edelman.com/careers

Omar Divina Director of Sales

Badgeville

Omar Divina, Badgeville

Audience Q&A

aima august 2011 social media gamification event

Business

social media marketing

director of social media

social media strategies

fullservice social media

local social media firm

social events basic

social application development

electronic media