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D'Youville College
- 1. How Universities Can Win Big with Location-Based Social Media Jeff Kirchick University Specialist @jeffreykirchick jeff@scvngr.com NYSACAC 2011 June 9, 2011 10:30 AM scvngr.com
- 2. Mobile
- 4. LBS Mainstream Voila
- 5. LBS Mainstream Big Money
- 11. The Decade of Games Social Layer Connections Last decade All about connections Facebook’s Open Graph Construction is over Game Layer Influence Next decade All about influence No set foundations Construction has just begun (and we’ll all be involved)
- 12. 2,100+ Institutions Building on SCVNGR And growing quickly!
- 13. How do I play? It’s very easy, very quick and very fun.
- 14. How it works The SCVNGR player experience, start-to-reward! Go to a place Do challenges there Earn points and unlock badges Share with friends Unlock a reward Show screen to redeem reward!
- 15. Game Dynamics Actualization (Journey’s) Appointment Dynamic (happy hour) Progression Dynamic (school/# of slides) Countdown (Groupon) Communal Gameplay (Groupon again)
- 17. What can I build? Treks, Challenges, & Rewards
- 18. SCVNGR Spring Senior Day 1 While taking a tour of campus led by our Student Ambassadors, students participated in SCVNGR Students played individually via mobile phones iPhone, Android, smartphone, or other mobile phones with texting capabilities
- 19. SCVNGR Prizes were awarded to the first three students to complete all of the challenges, or who had the most points Winners happened to be non-iPhone and -Android users, so they were notified via text message that they had won Only mobile numbers appear on the leaderboard for non-iPhone or –Android users
- 20. SCVNGR Spring Senior Day 2 Students played SCVNGR in teams iPhone, Android or iPod touch users were group “leaders” (Student Ambassadors tagged along for extra help with challenges)
- 21. SCVNGR Prizes awarded to first group to complete all of the challenges, or who had the most points Called out the name of the winning group leader Each person from that group received a prize
- 22. SCVNGR Results Feedback from students was very positive from both events Students who played in a group seemed to have more fun than those who played individually Using iPhone or Android was a bit easier than other cell phones
- 23. SCVNGR Future Use All on-campus events Self-guided tours Orientation Athletics events Alumni events City of Buffalo
- 24. Picture with a Saint (Saint Marguerite D’Youville)
- 25. Picture with a Saint (Saint Marguerite D’Youville)
- 26. Picture with a Saint (Saint Marguerite D’Youville)
- 27. Picture with a Saint (Saint Marguerite D’Youville)
- 28. Picture with a Saint (Saint Marguerite D’Youville)
- 34. Students Share Their Stories with Friends
- 35. Leverage powerful trends SCVNGR merges social, mobile and gaming to motivate and engage
- 36. Take-aways
- 37. Questions? Jeff Kirchick University Specialist @jeffreykirchick jeff@scvngr.com 617-640-0225 scvngr.com
Notes de l'éditeur
- People are trying to get closer to each other…without actually seeing each other face-to-face!!!
- Big Partners 0:30 | 28:45 Pretty much every location-based service is getting promoted by a couple major brands at minimum. SCVNGR’s working with Coke. Foursquare’s working with Pepsi. Gowalla’s working with Disney. Whrrls working with UPS. MyTowns working with H&M and Facbeook Places is working with the GAP.
- Big Money 0:20 | 29:05 And a lot of money has been poured into the space.This is a graph of the money raised by the leaders in the space and their most recent valuations. MyTown, Shopkick and Whrrl don’t have public valuations, but I did some digging and this is what I was able to ascertain.I left facebook off this graph because essentially all these lines are just blips compared to them. If you want to see it with Facebook included, it looks like this…
- The Decade Of Games 2:00 | 3:25So lets talk about the last decade for a second.The last decade was the decade of social. The decade where the framework in which we connect with our friends, families, colleagues was built. And the construction on that layer is pretty much done. In fact, realistically it’s over.And it’s called Facebook. [pause]Now, that’s not to say thatthere's not still a lot to explore in social. There's still a lot of people out there doing great novel work trying to figure out social and how do we leverage this thing and where do we use this, but the framework itself is done.And a lot of people are happy with Facebook. Frankly, I like it quite a lot. Though someone still needs to help me understand when it is appropriate and when it’s not appropriate to “poke” someone.Anyways, to further cement their position as the social layer, Facebook hascreated this thing called the “Open” Graph, which I’m sure you’re all familiar with. And through that and they own all of our connections. They own half a billion people. And so when you want to build on the social layer, the framework has been decided; it is the Open Graph and it’s Facebook.And if you're happy with that, fantastic. If you're not, too bad. There's really nothing you can do. (Just ask MySpace.)Why Foursquare’s photo feature is detrimentalBut this next decade – the decade of games – doesn’t have a framework yet. And it’s going to be far too powerful to not be built consciously by all of us.Because, while,the social layer traffics in connections, the game layer is all about influence. It's not about adding a social fabric to the Web and connecting you to other people everywhere you are and everywhere you go.It's about using dynamics, using these invisible forces, to influence your behavior at those places.No matter where you are, what you do, how you do it, it’ll be there, subtly guiding your choices.And, that's really, really powerful, and going to be more important than the social layer.It's going to affect our lives more deeply and perhaps more invisibly.And so it's incredibly critical that at this moment, while it's just getting constructed, while the equivalentsof Facebook, of the Open Graph, are being created for the game layer, that we think about it very consciously, and that we do it in a way that is open, that is accessible, and that can be leveraged for good.But, if we’re all going to take an active role in building the game layer, we have to know what it is, how we build on it and what it can do.And so that’s going to be the crux of this presentation.We’re going to talk about the game mechanics that are the raw materials that enable us to build on the game layer and then examine 5 major problems that the game layer can solve for us.
- Actualization at its finest.The difference between SCVNGR and Foursquare is that SCVNGR provides value to the brand, the university, the institution, etc. That’s why I’m physically present in this classroom. It’s why Four Seasons doesn’t know how to use Foursquare. Its value lies in the number of active users. On SCVNGR, you would require some layers of engagement at the Four Seasons – better system, and mitigates cheating.