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How to Apply Game-Based Marketing Dynamics to Twitter | Instructor: James Clark, Co-Founder, Room 214 | @jamesoclark | @Room_214 | Delivered Nov 18, 2010 at TWTRCON SF Why Game-Based Marketing? We are passing over the threshold into a realm of programs built on game-based marketing dynamics. This is important as many organizations are seeking ways to build a following, distribute relevant content and most importantly be entertaining in social media. Understanding the basis of game-based marketing dynamics (leader boards, unlocking levels) leveraged through Twitter is one of only a few strategic approaches that works to simultaneously achieve all goals. What You’ll Learn: We’ll cover the basics of game-based marketing dynamics because (1) you should be aware of them and (2) often times its the smallest spark that ignites the biggest fires. From there we’ll provide the steps to set up and run game-based marketing campaigns in Twitter, in addition to exposing limitations so you won’t be sweating the details in the heat of the battle.
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Hotel Nikko San Francisco | 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
Hotel Nikko San Francisco | November 18, 2010
Anchor Sponsors
Thank You to Our SponsorsANCHOR SPONSORS
EXHIBITOR
PLATINUM SPONSORS
SILVER SPONSORS
BOOTSTRAP SPONSORS
Please visit our Sponsors and Exhibitors during the breaks!
Hotel Nikko San Francisco | November 18, 2010
Anchor Sponsors
Thank You to Our PartnersRESEARCH PARTNER COMMUNICATIONS
PARTNERMIX TWEET PARTNER
NON-PROFIT PARTNER
ASSOCIATION PARTNERS
MEDIA AND OUTREACH PARTNERS
James Clark
Co-Founder Room 214
@jamesoclark
@Room_214
Dave Rogers
LocalBunny
@daverogers@localbunny
GAME TIME
DO THIS NOW!!!
Tweet:
@LocalBunny GAME
How Many of You ConsiderYourselves Gamers?
How Many of You Have Booked Flights Based on Your Enrollment in a Frequent Flier
Program?
GamificationThe process of increasing user
engagement and/or participation by integrating game mechanics and dynamics into your site, service,
community to drive participation and engagement
Game MechanicsThe elements of 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
FREQUENT FLIER?
Game Dynamics
The compelling motivational nature of the game is the result of the
desires and motivations: reward, status, achievement, self-expression, competition, altruism
GAMIFICATION
FUNDAMENTAL GAME MECHANICS
• POINTS
• COLLECTING
• FEEDBACK
• EXCHANGES
• CUSTOMIZATION
• STATUS
• ACCESS
• POWER
• STUFF
LEVELS
LEADERBOARDS
MISSIONS
FUNDAMENTAL GAME DYNAMICS
3 STEPS
1. POINTS•Experience Points – 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
5 FUNDAMENTALS
Source: Amy Jo 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
5 FUNDAMENTALS
2. COLLECTING•Collecting is 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
5 FUNDAMENTALS
3. FEEDBACK
•Games gives 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
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
5 FUNDAMENTALS
5. CUSTOMIZATION
•Can be 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
10,000 HOURS
• It takes 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
10,000 HOURS
• By the 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
KIVA
Who is Kiva’s biggest 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
BUSINESS VALUE
Gamification can drive 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
Set Up1. Select Game Premise: Knowledge, Skill,
Chance2. Determine How Winner Is Selected3. Create Game Interaction: Content, Responses4. Acquire Twitter Handles5. Promote
Limitations1. Time frame2. SPAM3. Throttling
Today’s Experience• Simple Activation: 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
Behind the ScenesLevel 1 • 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
Behind the ScenesLevel 2 • 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!
Behind the ScenesLevel 3 • Slots• 1 Winner• Winner will be randomly selected• Prize: Flip Cam from Yahoo!
Trivia:• @user flip or cam – match wins
READ
RESOURCES
Articles:
HOW TO: Use Game 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
PHONE: 303.444.9214 TOLL FREE: 866.624.1851 WEB: room214.com EMAIL: [email protected] room_214 facebook.com/Room214 capturetheconversation.com google.com/profiles/room214
And the WINNER is....
Thanks for Playing