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

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

Gamification Is Everywhere

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

Jason Falls (Social Media Explorer): Gaming the System

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