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Jason Falls (Social Media Explorer): Gaming the System

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GAMING THE SYSTEM A marketer’s primer on gamification Emerging Media Summit September 13, 2011 Louisville, Ky.
How many of you do this? social media explorer
How many of you did this? social media explorer
How many of you remember? social media explorer
How many of you remember? social media explorer
What about this? social media explorer
Really? Dora? social media explorer
Commonalities? They all use triggers to incite action from an audience social media explorer
Gamification Defined The process of applying game mechanics to increase engagement and participation social media explorer
Psychological Triggers social media explorer
The Triggers Achievement Fixed Interval Rewards Pride Appointment Dynamic Fixed Ratio Rewards Privacy Avoidance Free Lunch Progression Dynamic Behavioral Contrast Interval Rewards Reinforcer Behavioral Momentum Leaderboards Response Blissful Productivity Lottery Rolling Physical Goods Communal Discovery Loyalty Shell Game Companion Gaming Mechanics (Real-Time) Socialization Contingency Mechanics (Delayed) Status Countdown Micro Leader-boards Urgent Optimism Disincentives Modifiers Viral Game Mechanics Envy Moral Hazard of Game Virtual Items Epic Meaning Play Extinction Ownership Shutterstock.com - Joyful social media explorer
You already know it ... social media explorer
You already know it ... social media explorer
You already know it ... social media explorer
You already know it ... social media explorer
Gamification Is Everywhere social media explorer
Gamification Is Everywhere social media explorer
Gamification Is Everywhere social media explorer
Gamification Is Everywhere social media explorer
C’mon? Games? University of Arkansas social media explorer
C’mon? Games? University of Arkansas social media explorer
The insight into gamers ... 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 University of Arkansas social media explorer
Ingredients of a game Ingredient No. 1 But if you ... A goal Properly outline goals Ingredient No. 2 and you ... Rules Properly outline rules Ingredient No. 3 and you ... Feedback Provide proper feedback Ingredient No. 4 and you ... Voluntary Participation Incentivize participation Shutterstock.com - AlexS social media explorer
A manager! University of Arkansas social media explorer
How to gamify your marketing Establish A Goal For Your Customer Buy X amount Visit Y amount Refer Z amount University of Arkansas social media explorer
How to gamify your marketing Create A Clear Path To The Goal Achieve these X things Try these y products Complete these z tasks University of Arkansas social media explorer
How to gamify your marketing Reward Along The Way Basic participation ... reward Task completion ... reward Exploration ... reward University of Arkansas social media explorer
How to gamify your marketing Make The Ultimate Reward Cool University of Arkansas social media explorer
How to gamify your marketing Make It Fun, Damnit! University of Arkansas social media explorer
Thank You! STRAIGHT ANSWERS, REAL HELP ExploringSocialMedia.com NoBullshitSocialMedia.com social media explorer

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Jason Falls (Social Media Explorer): Gaming the System

  • 1. GAMING THE SYSTEM A marketer’s primer on gamification Emerging Media Summit September 13, 2011 Louisville, Ky.
  • 2. How many of you do this? social media explorer
  • 3. How many of you did this? social media explorer
  • 4. How many of you remember? social media explorer
  • 5. How many of you remember? social media explorer
  • 6. What about this? social media explorer
  • 7. Really? Dora? social media explorer
  • 8. Commonalities? They all use triggers to incite action from an audience social media explorer
  • 9. Gamification Defined The process of applying game mechanics to increase engagement and participation social media explorer
  • 10. Psychological Triggers social media explorer
  • 11. The Triggers Achievement Fixed Interval Rewards Pride Appointment Dynamic Fixed Ratio Rewards Privacy Avoidance Free Lunch Progression Dynamic Behavioral Contrast Interval Rewards Reinforcer Behavioral Momentum Leaderboards Response Blissful Productivity Lottery Rolling Physical Goods Communal Discovery Loyalty Shell Game Companion Gaming Mechanics (Real-Time) Socialization Contingency Mechanics (Delayed) Status Countdown Micro Leader-boards Urgent Optimism Disincentives Modifiers Viral Game Mechanics Envy Moral Hazard of Game Virtual Items Epic Meaning Play Extinction Ownership Shutterstock.com - Joyful social media explorer
  • 12. You already know it ... social media explorer
  • 13. You already know it ... social media explorer
  • 14. You already know it ... social media explorer
  • 15. You already know it ... social media explorer
  • 16. Gamification Is Everywhere social media explorer
  • 17. Gamification Is Everywhere social media explorer
  • 18. Gamification Is Everywhere social media explorer
  • 19. Gamification Is Everywhere social media explorer
  • 20. C’mon? Games? University of Arkansas social media explorer
  • 21. C’mon? Games? University of Arkansas social media explorer
  • 22. The insight into gamers ... 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 University of Arkansas social media explorer
  • 23. Ingredients of a game Ingredient No. 1 But if you ... A goal Properly outline goals Ingredient No. 2 and you ... Rules Properly outline rules Ingredient No. 3 and you ... Feedback Provide proper feedback Ingredient No. 4 and you ... Voluntary Participation Incentivize participation Shutterstock.com - AlexS social media explorer
  • 24. A manager! University of Arkansas social media explorer
  • 25. How to gamify your marketing Establish A Goal For Your Customer Buy X amount Visit Y amount Refer Z amount University of Arkansas social media explorer
  • 26. How to gamify your marketing Create A Clear Path To The Goal Achieve these X things Try these y products Complete these z tasks University of Arkansas social media explorer
  • 27. How to gamify your marketing Reward Along The Way Basic participation ... reward Task completion ... reward Exploration ... reward University of Arkansas social media explorer
  • 28. How to gamify your marketing Make The Ultimate Reward Cool University of Arkansas social media explorer
  • 29. How to gamify your marketing Make It Fun, Damnit! University of Arkansas social media explorer
  • 30. Thank You! STRAIGHT ANSWERS, REAL HELP ExploringSocialMedia.com NoBullshitSocialMedia.com social media explorer