How has evolved web application design in the last 15 years? From usability to engagement. How can we leverage behavior studies to create digital applications than click on users brain and make them came from more. How gamification is the latest trend on design based on behavior. How can we apply it to activities like health and government and even on your own presentation. This deck was presented during Social Media Week 2011 in Buenos Aires, Argentina. By Dario Diament - Digital Marketing Manager - Alex Heuchert, Digital Creative Director and Pablo Di Meglio - Social Media Leader @ Latin3.com Latin3 is one of the leading digital agencies in Latin America and the US Hispanic Market. Learn more about Latin3 at http://www.latin3.com

1. GAMIFICATION IN THE SOCIAL MEDIA ERA @alexheuchert @ddiament @pablodimeglio

2. LEVEL 1 DOPAMINE

3. Fromthebeginning,ourJob as Marketers&Developersof the web has beentoprovokeactions.

4. Forthefirstdecade of the web, usabilityhas beenthematter of discussion: howtomakeusersclick.

5. Has iteverhappenedtoyouthatafterenteringanemptystore, suddenly more peoplecome in?

6. RECIPROCITY COMMITMENT SOCIAL PROOF LIKING AUTHORITY SCARCITY Robert Cialdini – “Influence : The Psychology of Persuasion”

7. http://bit.ly/danceGM Sometimes we need shortcuts to decide what’s fun, what’s worth spending time doing or what’s socially acceptable: Ifotherpeople do it, thenit’s OK.

8. Betweenanempty and a crowdedrestaurant: Wherewouldyougo?

9. And ifthereare peopleyouknow and trust?(…orthey are verygood-looking)

10. “People I knoware usingMOG” Shortcut: Social Proof + Liking “Subjectmatterexpertssayit’scool” Shortcut: Authority

11. Putting people in line gives a sense of scarcity, commitment and social proof.

12. Google has been using all these techniques since the beginning of the social web.

13. And no, they are not short of server capacity…

14. During the last few years we have been developing with the social layer in mind. That required understanding how we socially behave. http://bit.ly/SocialLayer

15. Now, what is making us addicts to services like Twitter, Facebook (and e-mail)? http://slate.me/Dopamina

16. Dopamine

17. Liking Seeking We are in an eternal loop of Seeking (wanting) and Liking (reward). Neuroscientists discovered that we enjoy wanting more than having.

18. UNPREDICTABLE + SMALL DOSES Ding! + PAVLOV

19. Rock Band - Games have been quite successful at something that web apps and digital products are pursuing these days: Engagement. Source : Jane McGonigal : http://fora.tv/conference/gamification_summit_2011

20. “The last decade was the social era. The decade we took our social connections and digitalized online. This layer has been already built, it is called Facebook. The Game Layer is new, and hasn’t been built.” Seth Priebatsch - SCVNGR

21. The gaming industry has developed a science behind the art of engaging users.

22. Marketers and entrepreneurs are going behind this science to create engaging services.

24. LEVEL 2 ONGAMIFICATION

25. LEVEL 2 GAMIFICATION Istheapplication of video gamemechanics and dynamicsondiffernentscenariosorplatformswiththegoal of motivating and increasingparticipantengagement.

26. LEVEL 2 IT’S ORIGIN Gabe Zichermann Entrepreneur and gamification specialist. “Gamification is the process of using game thinking to solve problem and engage users”

28. JP Rangaswami Salesforce.com Chief Scientist Gamification will change the way we work. Any goal can be achieved in an organization if motivation is applied correctly. Gamification allows us to award organization members based on their achievements at a specific set of time.

29. LEVEL 2 2 GAMIFICATION IS ABOUT MOTIVATION.

30. LEVEL 2 GAMIFICATION & SOCIAL MEDIA In theengagement era, Gamificationistheenginethatmovesusers.

31. LEVEL 2 2 FOURSQUARE, THE BING BANG OF GAMIFICATION.

32. LEVEL 2 2 TARINGA, THE ARGENTINE CASE.

33. LEVEL 2 2 LINKEDIN, AND THE ART OF REQUESTING INFORMATION.

34. LEVEL 2 2 MISO & GETGLUE Twosocial spaceswheretheirusers share contentaboutentertainment, vote fortheirfavorites and earnpoints and badgestoreach a particular status orgainspecialbenefits.

35. LEVEL 2 2 FACEBOOK & TWITTER? Facebook Credits TwitterInfluence

36. LEVEL 2 THE FUTURE OF SOCIAL NETWORKS In a nearfuturetherewon’tbe social networkswith no gamemechanics.

37. LEVEL 2 GAMIFICATION IS NOT ONLY FOR WEB APPLICATIONS Expertspredictthatsoondifferenttechnics of GAMIFICATION willbeusedin industrieslikehealthcare, financialservices, transportation, and government.

38. LEVEL 2 In a recent study , Gartner estimates that by 2015 more than 50% of the companies will have applied gamification tactics to their human resources processes.

40. FinancialServices

41. Fitness and Health

42. Shopping

43. Education

44. HumanResources

46. LEVEL 2: E-COMMERCE LEVEL UP A discountwebsitewhereusersreceivedifferentbenefitsonstoresorbusinesses, givingthemaccesstobiggerbenefits as theyspend more moneyonthem.

47. LEVEL 2: E-COMMERCE BLUE FLY Online clothingstoreforwomenwhereusersimprovetheir status as theyparticipate more onthecommunity, makepurchases and recommendproducts.Withthesestatusestheyget more discounts, and exclusive benefits.

48. LEVEL 2: GAMIFICATION FITNESS AND HEALTH Organizations and companiesrelatedto sport ormedicalactivities are usingGamificationtogiveusersan extra motivationduring training sessionsordietplans.

49. LEVEL 2: GAMIFICATION FITNESS & HEALTH LOSE IT iPhone App NIKE PLUS Web + iPhone App

50. LEVEL 2: EDUCATION KHAN ACADEMY Khan Academy is a free virtual educative institution, where users can learn and participate of trainings on a number of subjects. Gamification tactics are used to motivate users to learn more, increase levels and earn community status.

51. LEVEL 2: GAMIFICATION HUMAN RESOURCES It’s not only meant to be used to make the working space a better place, but to apply tactics like levels, progress and badges to foster innovation and improve working performance.

52. LEVEL 2: GAMIFICATION GAMIFY IT! New ventures are entering the Gamification layer space.

53. LEVEL 3 GAME MECHANICS

54. “We don't stop playing because we grow old; we grow old because we stop playing.” - George Bernard Shaw

55. SOCIALIZER CONQUEROR RELATE DEFEAT (Oxytosine) (Adrenaline) MASTERMIND SOLVE (Dopamine) ACHIEVER COLLECT (Dopamine) SEEKER EXPLORER (Endorfine) DAREDEVIL SURVIVOR RUSH (Adrenaline) ESCAPE (Adrenaline) A GAMER’S BRAIN BY ROB BEESON

56. SOCIALIZER CONQUEROR MASTER MIND ACHIEVER SEEKER DAREDEVIL SURVIVOR A GAMER’S BRAIN GAMIFIED PROFILES

57. LEVEL 3 GAME MECHANICS BLISSFULPRODUCTIVITY CHALLENGE LOSS AVERSION DISCOVERY LOTTERY CASCADINGINFORMATIONTHEORY BONUS EPIC MEANING LEVELS ACHIEVEMENTS INFINITE GAMEPLAY COMBOS STATUS PROGRESSION POINTS REWARDSCHEDULES COMMUNITYCOLLABORATION COUNTDOWN OWNERSHIP VIRALITY APPOINTMENTS

58. LEVEL 3 GAME MECHANICS GAMIFICATION WORKS BECAUSE ITTAPS INTO OUR NEEDSAND DESIRES

59. LEVEL 3 GAME MECHANICS HUMAN DESIRES Reward Status Achievements FreeExpression Competition Altruism Points Levels Challenges GAME MECHANICS VirtualGoods LeaderBoards Gifts & Charity

60. LEVEL 3: GAME MECHANICS GAME DYNAMICS MECHANICS Points Levels Challenges Virtual Goods Leaderboards Gifts & Charity DYNAMICS Awards Status Achievements Free Expression Competition Altruism

61. LEVEL 3: GAME MECANICS HOW DOES IT WORK? ACTIONS EXPERIENCE POINTS ACKNOWLEDGMENT+REPUTATION+AWARDS

62. POINTS MECHANICS PROGRESSION FOSTERS COMMITMENT LOYALTY TIME INVESTED FUN VIRALITY PERSONALITYACHIEVEREXPLORERCONQUEROR

63. LEVELS MECHANICSPROGRESSION FOSTERS COMMITMENT LOYALTY TIME INVESTED FUN VIRALITY PERSONALITYACHIEVEREXPLORERCONQUEROR

64. ACHIEVEMENTS MECHANICSREWARD FOSTERS COMMITMENT LOYALTY TIME INVESTED FUN INFLUENCE PERSONALITYACHIEVEREXPLORERCONQUEROR

65. CHALLENGES MECHANICSREPUTATION FOSTERS PARTICIPATION TIME INVESTED INFLUENCE FUN PERSONALITYMASTER MIND ACHIEVEREXPLORER

66. VIRTUAL GOODS MECHANICS REWARDS FOSTERS PARTICIPATION INCOME TIME INVESTED INFLUENCE VIRALITY PERSONALITY ACHIEVEREXPLORER SOCIABLE

67. LEADER BOARDS FOSTERS PARTICIPATION COMPETITION TIME INVESTED INFLUENCE FUN PERSONALITYCONQUEROR DAREDEVIL ACHIEVER MECHANICSCOMPETITION

68. GIFTS & CHARITY MECHANICSBEHAVIOR FOSTERS PARTICIPATION INVESTED TIME INFLUENCE VIRALITY PERSONALITYACHIEVEREXPLORER SOCIABLE

69. BONUS LEVEL HOW DID WE GAMIFICATE THIS PRESENTATION

70. BONUS WALK THE TALK Thisdeckwaspresentedduringthe Social Media Week 2011, in Buenos Aires, Argentina. WewantedtoWalkTheTalk, byfosteringparticipation and visibility of ourpresentationonTwitter.

71. BONUS #SMWBAGAME Oneverylevelwegaveouraudience a challenge. Rewardingthemwithbadges and T-Shirts. Using a hashtag similar totheofficialoneusedfortheevent, wecreatedthreechallenges. Resultscouldbefollowedon a livewebsite. Resultscouldbefollowedon a livewebsite.

72. BONUS #SMWBAGAME LEVEL 1: CHECK-IN FIRST 10 PARTICIPANTS WHO USED OUR HASHTAG. LEVEL 2: PARTICIPATION TOP 5 USERS WHO TWEETED WITH OUR HASHTAG DURING THE PRESENTATION (Sharingthoughts and content) LEVEL 3: CHALLENGE WE ASKED TO ANSWER A QUESTION RELATED TO THE FIRST LEVEL (DOPAMINE)

73. BONUS RESULTS! 80% OF THE AUDIENCE TWEETED DURING THE PRESENTATION (WE GUESS THEY WERE LISTENING ALSO) TRENDING TOPIC IN ARGENTINA LOCAL TT DURING THE EVENT. EVEN MORE THAN THE OFFICIAL HASHTAG OF THE SOCIAL MEDIA WEEK. EXTERNAL PARTICIPATIONPEOPLE NOT ATTENDING THE PRESENTATION RETWEETED QUOTES AND CONTENT. THE PRESENTATION WAS LATER SHOWCASED ON SLIDESHARE.NET: 2K VIEWS ON THE FIRST DAY

74. @alexheuchert @ddiament @pablodimeglio latin3.com