La Marca, Núcleo de la Comunicación @ElisavaBCN

Brandingwith

Social Media, Social Games &Gamification

Barcelona, 23-05-2011 @JaumeTeixi

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

FacebookInnovation:

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

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

More... Social Networks

Foursquare – check-ins

Quora – questions

Hunch, GetGlue - interests

Linkedin - Professional – Branchout (FB)

GoMiso – tv

Whatever vertical marketplace...

Status of Social Media

Three Big Hypes:

Check-ins – Senseless Geolocation!

Coupons – Discount, Buy Now!

Gamification – All can be Played!

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]

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]

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

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

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

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

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

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]

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

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

Gamification – Opportunity

Engagement and LoyaltyCustomize products

Special Offers: Collections and Scarcity

From The BeginingLoyalty Cards: SkyPoints, Air Miles

Customer Experience: Starbucks [33]

Today'sMint.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]

Gamification – Service Marketing

Past: From Product to Service

Now: From Service to Experience

Drive Customer Retention

Differentiate Your Brand!

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

Thanks!

@JaumeTeixi

www.totfan.com

@TOTFAN_Games

www.fb.com/totfangames