Gamification Intro for Content Strategy

Gamification: Fact or fiction?

Corinne Schmid | Twitter: itzCorinneContent Strategy Forum 2011

GAMIFICATION & CONTENT STRATEGYOVERVIEW | REAL WORLD CASES| MARKET ANALYSIS | DESIGN IMPLICATIONS

September 6, 2011

GamificationThe use of game play thinking and mechanics to solve problems and engage audiences.

Typically applied to non-game applications; particularly consumer-oriented web and mobile sites, in order to encourage people to adopt the applications.

Related TermsGame Dynamics | Funware | Game Mechanics | Participation | Engagement | Leaderboard | Gameplay | Badges | Trophies | Currencies

Source: Wikipedia

Source: Gameinformer.com (Feb 2011)

Gamification 101Game Mechanics & Dynamics

GAME MECHANICS are tactics commonly used in games to encourage gameplay. – Badges, points, leader boards, levels, challenges,

achievements and virtual sheep you can put on your virtual farm.

GAME DYNAMICS are strategies commonly used in game design based on psychological motivations: – Appointments: someone does something to gain a

reward– Avoidance: someone does something to avoid a

punishment, – Free Lunch: people feel they are getting something

because of their behavior.

Gamification 101How it works: Zichermann’s Gamification Loop

Source: Gabe Zichermann (Loop) and Gamificationofwork.com [Logo]

Gamification 101Usability: find the ‘Game Mechanic Zen’ zone

Source: Mashable

Real World Cases

Case #1: OpenText use case for Social adoption & usageLeaderboard improved social business usage and adoption by 250%

Three months184,000 players

1 in 3 players returned to play again.

Increased participation by 500%. Continuing to use Gamification for upcoming campaigns.

Players spent 90 seconds

per challenge

First three weeks 30,000 players.

Users completed7 challenges

Case #2: Buffalo Wild Wings Three Month Campaign Generated 100+ million social impressions via Facebook & Twitter

Case #3: Green Giant with Facebook/Farmville Gamified Vegetables? Really??

Source: Farmvillefreak.com

Source: Farmvillefreak.com

Case #3: Green Giant with Facebook/Farmville Gamified Vegetables Generated 420,000+ ‘Likes’

Case #4: Playboy illustrates that sex sells (even more!) when gamified.

Case #4: Playboy Miss Social Voting CompetitionDoubled consumer base within 4 months

Source: VentureBeat

RESULTS

85 % rate of re-engagement

60 % improvement in revenues from one month to the next.

December 2010 – March 2011, grew active user base by 80,000.

Case #5: American Express NextpeditionFinding your ‘Travel sign’ racks up over 2 million ‘likes’

Case #6: Global Sales teams for annual Kick-off eventsSAP and Cisco reach global, distributed sales teams

SAP “Lead-in-One” Since most Sales Managers dread the somewhat cumbersome task of assigning incoming sales leads to their account executives, SAP developed a golf-themed iPad application on top of the process. Golf balls are leads, and holes represent the sales reps.

Cisco, The HuntA geographically and culturally dispersed sales force raises

challenges when it comes to introducing dozens of new products and technologies each year. Cisco wanted The

Hunt to have global reach, to educate, to build collaboration, and to be fun. This demanded new ways of

storytelling and new ways of thinking. The Hunt was quick and intense, unfolding in real time in just two weeks.

GAMIFICATION & CONTENT STRATEGYOVERVIEW | REAL WORLD CASES| MARKET ANALYSIS | DESIGN IMPLICATIONS

September 6, 2011

Analyst PerspectiveGartner adds Gamification to 2011 Hype Cycle

Source:Gartner (July 2011)

Analyst Predictions & PerspectiveIt’s here, it’s growing – and fast!

BY 2014• Gamified service for consumer goods marketing and customer

retention will become as important as Facebook, eBay or Amazon (Gartner)

• More than 70% percent of Global 2000 organizations will have at least one gamified application. (Gartner)

BY 2015:• Gamification will grow to $1.6 billion in 2015 (M2 Research)

– from $100 million in 2011 • More than 50% of organizations that manage innovation processes

will gamify those processes (Gartner)

Why Gamify?Is this your Consumer? Customer? Employee? Prospect?

Ho-hum

“Gamers tend to be more motivated than non-gamers to be connected to others, and they display a higher than average propensity to interact with brands on social networks...”

Adam Kleinberg for Mashable

Gamify!

My perspective:

I’ve never met anyone who didn’t want to be a super hero…. Or want some form of super hero super power.

So why not give your customers | consumers | employees | prospects that super hero feeling?

Create a win/win experience!

Gamification Strategy from Bunchball

1. Map your goals with your user’s interests.

2. Prioritize the actions you want your users to take.

3. Develop a point scale system based on the value of the action.

4. Use levels to keep users coming back.

5. Make visually appealing badges and trophies that impress.

6. Add rewards and prevent users from gaming the system for them.

7. Use real-time feedback on progress.

8. Leverage groups and teams so folks collaborate and push one another.

9. Post leaderboards.

10. Integrate social media.

11. Mobilize the effort..

Source: http://www.bunchball.com/

Before adding a Game Layer; do you have a Content Strategy? Social media program? User Experience (UXD)? Clear vision and objectives – with KPIs – for

what you hope to accomplish through Gamification? The vision includes post campaign/program

“then what?” scenarios/program.

Commitment from executive sponsors and key stakeholders?

Funding and resources?

Think Gamification is for you?

Gamification: Know the Facts!Don’t be the Black Sheep: Risks and Considerations

Source: Davis Wright, Tremaine, An Introduction to Gamification, April 2011.

Legalities IP, Copyright, Ownership Advertising Laws

Employment Laws Privacy Issues Pending Laws ie: Location

Privacy

Thank you

Corinne Schmid | Twitter: itzCorinneContent Strategy Forum 2011