ACTION! Gamification, Technology & User  Behavior in Social Media

Wednesday, August 31

ACTION! Gamification, Technology and User  Behavior in Social Media

How are brands using fresh technologies to incite user engagement in social media today? In a word, gamification. Come here about  the approaches and success stories behind this communications  phenom. We'll give you perspectives from strategic planning and  usage for brand success through execution and technology  integration.

Definitions

• Gamification is badges• It is not the same as social media games

(Farmville, Mafia Wars)• It is not couponing (at least not Groupon

one-time purchase acquisition)• It is not MMOs (massive, multi-player

online role-playing games)

Definitions

• Gamification is incentivization triggers– Surveys– Opt-ins

• Rewards (monetization)• Engagement• Can also be used in education

Moderator Tom Ellis

Chief Strategy OfficerAqua Blue Interactive

Panelist Chris Nelson

Director of Social Media, Country Music Television

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.

Panelist Craig Kronenberger

Managing Director, Southeast Digital

Global Managing Director, Search Marketing

 

As Managing Director of Edelman Digital, Craig is responsible for leading the strategy and execution of Edelman’s digital services across the regions’ clientele, and for the growth and development of the digital practice.

Prior to his current role, Craig served as co-founder and CEO of Hairy Entertainment, a leading social gaming company and co-founder of “Gaming for Good”. At Hairy, Craig led the development of Xeko a virtual world where gamers caused good to happen in the real world through game play. Xeko also had offline extensions as a collectible card game and a line of plush products based on endangered animals. Xeko won Creative Child Magazines 2006 Toy Of The Year and received the National Parenting Center’s Seal of Approval. In 2010, Xeko was featured on the Today Show highlighting how kids could save sea turtles during the Gulf Oil Spill.

Panelist Gabe Aldridge

Founding PartnerThe SuperGroup Creative Omnimedia, Inc.

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. 

Panelist Omar Divina

Director of Sales, Badgeville

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. As VP of Client Services for SunGard Trading Systems/BRASS, he managed a team responsible for driving the adoption and increased usage of high-speed trade order management and execution platforms. Omar has a B.A. in Philosophy from Yale University and lives in Brooklyn, NY. @odivina

About Jake Aull

Jake Aull

Chair, Social Media Marketing SIG

Atlanta Interactive Marketing Association

Jake Aull is an award-winning marketing, digital and creative director with 17 years in Atlanta. He provides websites, SEO, social media consultation, branding and design through his company Zen of Brand Digital Marketing. He has a masters of science in marketing from Georgia State University where he did an independent/thesis research project on social media. Jake is currently GSU’s first Social Media Marketing and SEO course writer and instructor, where he directs students to create new social channels driving measurable traffic to major brands. He was a reviewer for Pearson-Prentice Hall’s first social media marketing text book first draft and is also Chair of the Atlanta Interactive Marketing Association Social Media SIG where he directs educational sell-out events. Jake also holds a bachelors of fine arts in graphic design from Savannah College of Art and Design and is currently the president of the Atlanta Alumni Chapter where he builds and promotes educational and networking events through social media channels. Jake publishes an educational blog on digital marketing trends and best practices at jakeaull.wordpress.com, and as a social media industry speaker, you’ll find much of his teaching content in SlideShare. Follow Jake in Twitter.

Chris Nelson, CMT

• 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

Click to edit Master text stylesSecond level

Third levelFourth level

Fifth level

Brand Goal: Drive Tune-inIn-game video samplingCustom branded items

User Benefit: Deliver ValueCustom bonuses players can use

Results:220k video plays7 million branded game items used4 million branded gifts sent

Craig Kronenberger, Edelman

• Why Gamification?• Case Study #1 - Quilted Northern• Case Study #2 - TBD• Key Takeaways

Gabe Aldridge, TheSuperGroup

• Intro questions:– Why do some folks go crazy for gamification?– Why do some folks hate gamificaton with a passion?

Gabe Aldridge, TheSuperGroup

Case Studies:• How to do it right

        -Twitter translator• How to do it wrong

        -Microsoft Ribbon Hero• The power of the progress bar

        -LinkedIn profile completion         -MInt.com

• How to use gamification to drive product trial         -The 711 Club

• How to use gamification to improve fundraising         -Generation Cures

• Examples  of non-digital gamification         -The Volkswagon Fun Theory

• How to use gamification to get your office in shape         -NextJUmp

• The gamification of sleep         -"Snooze" iPhone app

Gabe Aldridge, TheSuperGroup

Some topical questions:• Which industries are best suited for gamifcation

success?  • Is this even a valid question?• What are some examples of gamification failures? • What made them fail?• Why is gamification such a polarizing topic?• Why are so many game developers and academics

opposed to gamification?• What's next for gamification?

Omar, Badgeville

Gamification Q&A

• When/why should brands “gamify”?• Associated costs?• ROI? How to measure and gauge

success?• Strategic models and plans?• “Viral” component and predictability?• Where does it work, where doesn’t it?• Target audiences and usage

Gamification Q&A

• Is there a common adoption cycle?• Consumer base adoption Qty/%?• Future growth and change?

– More stayed, viral, or comoditized?• Mobile vs. desktop vs. tablet?• Brands doing it right?• Best tools/technologies?• History, origin – milestones?

Gamification Q&A

• Because of its guidance and learning process properties, gamification has inherent capabilities in education. How much/little do you see these being used and what’s the future?

• The birth of social media included large-scale governmental web applications for public environmental data-sharing and improvement, as well as social cause betterment and public sharing apps (such as sixdegrees.org and change.org). What role is there in gamification with social and environmental causes?

Gamification Q&A

• Because gamification involves incentivization, triggers and user process journeys, it has potential in the workplace. What can you speak to regarding the pros, cons and future of workplace gamification?

• How does gamification create sustainable value for those applying it?

• What should we be watching for and monitoring as gamification progresses?

Gamification Q&A

• What’s easy to know about gamification and how deep should we probe this niche in marketing?

• Gamification in social media, social networking software games and virtual worlds and MMOs. Where and how do all these tie together from a user perspective? Will these lines be more defined and divided in future, or blurred in the consumer experience?

• How does gamification create sustainable value for those applying it?

Gamification Q&A

• What should we be watching for and monitoring as gamification progresses?

• What’s easy to know about gamification and how deep should we probe this niche in marketing?

• Gamification in social media, social networking software games and virtual worlds and MMOs. Where and how do all these tie together from a user perspective? Will these lines be more defined and divided in future, or blurred in the consumer experience?