What Video Games Can Teach Us About Real Time Marketing

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2010 Presentation by Joel Lunenfeld, CEO of Moxie Interactive.

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  • 1. What Video Games can Teach Us
    about Real time Marketing
    Joel Lunenfeld, CEO Moxie Interactive
  • 2. Up until now, social media required
    the following skills
  • 3. SHAMELESS
    SELF PROMOTION...
  • 4. REALLY
    SHAMELESS
    SELF PROMOTION...
  • 5. A PRETTY FACE
  • 6. DISREGARD
    FOR SAFETY...
  • 7. Social media was everymans
    reality TV show.
  • 8. It was about getting exposure.
    It was about getting noticed.
    Getting your 15 minutes of fame was never easier.
    Digital word-of-mouth could turn you
    into an Internet celeb.
    What ever happened to LonelyGirl15?
  • 9. ANYTHING
    ANYBODY
    could now be video taped,
    for better or for worse.
  • 10. Technology put a camera and
    confessional booth in everybody's life.
  • 11. You friended everyone.
    And you posted inappropriate
    pictures to get attention.
  • 12. How did you find your Job?
  • 13. And anyone could be an expert about
    anything with a publishing platform.
  • 14. And all social media was like American Idol
  • 15. And all social media was like American Idol
    The goal is to become famous for anything.
    Getting votes is like getting Web traffic.
    But talent isnt everything (i.e. Cat Videos).
    Some of us just couldnt look away.
  • 16. Today, marketers need to think more
    like video game developers
    than reality show producers.
  • 17.
    We're addicted to gaming because of the
    sense of achievement, positive experiences,
    and connections to the real world.
    We're addicted to gaming because of
    the combination of reality and fantasy.

  • 18. It's about going on a mission and generating points:
    Likes,
    thumbs up,
    comments,
    positive sentiment,
    photo uploads,
    # of followers,
    crops, etc.
  • 19. It can literally be a game
    Farm was #1 most popular Facebook status in 2009
  • 20. And what's our
    game controller?
  • 21. Look in your pocket.
  • 22. Or your phone becomes the controller and you power up
    when you download tools that facilitate sharing and connecting.
    for earning points, writing reviews, taking pictures,
    checking-in, updating your status, etc.
  • 23. World of Warcraft
    Experience Points
    Foursquare Real life
    Experience Points
    Win a Trophy,
    Become the Mayor!
  • 24. 1 vs 100 Tests Your Trivia
    Knowledge Against Other People
    Aardvark Tests Your General Knowledge to
    Help Your Friends with Every Day Questions
  • 25. Halo mission maps tell you where
    to go to battle the Covenant.
    Google maps tell you where to eat and where not to eat according to your peers.
  • 26. To Gamers, Stats
    are Everything
  • 27. YOUR narcissism
    Now expressed in stats.
  • 28. Even expertise is a game, now measured in stats.
  • 29. So how can we apply this to
    Word of Mouth Marketing?
  • 30. 1. Customize content with levels and public achievements amongst friends
    Give a reason to co-create and share
    Allow for personalization
    Give them a chance to talk about their favorite topic themselves
  • 31. Customize content with levels and
    public achievements amongst friends
  • 32. 2. Recognize the leaders.
    Promote their stats.
    Leverage then influencers of the pack
    Report back on stats / retweets
    Amplify their impressions & expressions
  • 33. Recognize the leaders. Promote their stats.
  • 34. 3. Dont Create Campaigns. Create Missions.
    Reward users for completing an action or task.
    Use the real word as your digital canvas.
  • 35. Dont Create Campaigns. Create Missions.
  • 36. Dont Create Campaigns. Create Missions.

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