jason falls (social media explorer): gaming the system
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Emerging Media Summit
September 13, 2011Louisville, Ky.
GAMING THESYSTEM
A marketer’s primer on gamification
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social media explorer
How many of you do this?
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social media explorer
How many of you did this?
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social media explorer
How many of you remember?
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social media explorer
How many of you remember?
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social media explorer
What about this?
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social media explorer
Really? Dora?
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social media explorer
Commonalities?
They all use triggers to incite action from an audience
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social media explorer
Gamification
Defined
The process of applying game mechanics to increase engagement and participation
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social media explorer
Psychological Triggers
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social media explorer
The Triggers
AchievementAppointment DynamicAvoidanceBehavioral ContrastBehavioral MomentumBlissful ProductivityCommunal DiscoveryCompanion GamingContingencyCountdownDisincentivesEnvyEpic MeaningExtinction
Fixed Interval RewardsFixed Ratio RewardsFree LunchInterval RewardsLeaderboardsLotteryLoyaltyMechanics (Real-Time)Mechanics (Delayed)Micro Leader-boardsModifiersMoral Hazard of Game PlayOwnership
PridePrivacyProgression DynamicReinforcerResponseRolling Physical GoodsShell GameSocializationStatusUrgent OptimismViral Game MechanicsVirtual Items
Shutterstock.com - Joyful
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social media explorer
You already know it ...
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social media explorer
You already know it ...
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social media explorer
You already know it ...
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social media explorer
You already know it ...
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social media explorer
Gamification Is Everywhere
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social media explorer
Gamification Is Everywhere
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social media explorer
Gamification Is Everywhere
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social media explorer
Gamification Is Everywhere
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social media explorer
C’mon? Games?
University of Arkansas
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social media explorer
C’mon? Games?
University of Arkansas
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social media explorer
The insight into gamers ...
University of Arkansas
Gamers are ...
Deeply connected to a product
Gamers are ...
Likely deeply connected to a community of others using the product
Gamers are ...
Probably what we want our customers to become
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social media explorer
Ingredients of a game
Ingredient No. 1
A goal
Ingredient No. 2
Rules
Ingredient No. 3
Feedback
Ingredient No. 4
Voluntary Participation
Shutterstock.com - AlexS
But if you ...
Properly outline goals
and you ...
Properly outline rules
and you ...
Provide proper feedback
and you ...
Incentivize participation
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social media explorer
A manager!
University of Arkansas
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social media explorer
How to gamify your marketing
University of Arkansas
Establish A Goal For Your Customer
Buy X amount
Visit Y amount
Refer Z amount
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social media explorer
How to gamify your marketing
University of Arkansas
Create A Clear Path To The Goal
Achieve these X things
Try these y products
Complete these z tasks
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social media explorer
How to gamify your marketing
University of Arkansas
Reward Along The Way
Basic participation ... reward
Task completion ... reward
Exploration ... reward
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social media explorer
How to gamify your marketing
University of Arkansas
Make The Ultimate Reward Cool
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social media explorer
How to gamify your marketing
University of Arkansas
Make It Fun, Damnit!
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social media explorer
Thank You!
STRAIGHT ANSWERS, REAL HELP
ExploringSocialMedia.com
NoBullshitSocialMedia.com