gamififact or gamififiction
DESCRIPTION
a presentation I gave at the IAB on gamification andTRANSCRIPT
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Gamification…Gamifi-fact or gamifi-fiction?
Neil Kleiner, Head of social media, Havas Media
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Havas Media UK
In aggregate with over 40 dedicated social media experts
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Is it marketing bullshit?
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So what is it?
• Simply, making life more interesting and fun by adding a layer of competition, reward and addictiveness
• Gamification elements are already present in everyday activities such as happy hours, loyalty programs, etc
• Using rewards and status to drive behaviour
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From trying not to step on the cracks to make your walk more fun
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To rewarding those that obey the speed limit by positive reinforcement and reward
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To even making cleaning up more fun and addictive
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Use these? You’re already a player
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Check in for rewards
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•The ‘Social Stock Market’•Scored activity and engagement in each account and given a virtual share price•Users can ‘invest’ in each other for KUDOS and virtual rewards
Compete for social status
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Make reality more fun
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Why should social media marketers care?
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Social media is about conversation and influence...
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Social media marketing as as much about rewards and incentives!"#$%&'($)*(+,')-#)$".-+/).%(('#.0)
1#*'(*+-#&'#*) 2'($"#+/)3+/%') 4#5"(&+6"#) 7"#'*+(0) 8$'5%/)
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≈
Innovation is market alignment disguised as market disruption
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We were given a brief…
How do we reinvigorate and redefine “it’s miller time” for a digital age?
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What did we know about our consumer?
• They’re fun seekers, always looking for the next thrill in a big night out
• Mobile penetration is high, and social media usage is a key driver
• Their social life depends upon recommendations from friends and the ‘hot spots’ in town
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What did ‘listening’ tell us?
• People feel proud about their cities, and like to show off about new places
• Venues are about much more than beer… interests, culture, company
• Planning the perfect night is paramount
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“To use social media to bring cities to life, helping consumers shout about their experiences every single night of the week.”
What was the strategy?
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What’s the story?
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We want people to talk to each other – not the brand
How should we engage?
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We created a utility through a destination...
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...and a mobile app
•To turn the night out into a game… •and facilitate social decision making
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• Pioneering the pre-check in
• Awarding people with KUDOS, £100 Ticketmaster tickets for the most active
• Facebook Deals – checked into ‘it’s Miller time @’
What’s the incentive?
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The suite of amplification tools