Hotel Nikko San Francisco | November 18, 2010

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Workshop: How to Apply Game-Based Marketing Dynamics to Twitter

Instructor: 

• James Clark, Co-Founder, Room 214 | @jamesoclark | @Room_214

Hotel Nikko San Francisco | November 18, 2010

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Hotel Nikko San Francisco | November 18, 2010

Anchor Sponsors

Thank You to Our PartnersRESEARCH PARTNER COMMUNICATIONS

PARTNERMIX TWEET PARTNER

NON-PROFIT PARTNER

ASSOCIATION PARTNERS

MEDIA AND OUTREACH PARTNERS

James Clark

Co-Founder Room 214

@jamesoclark

@Room_214

Dave Rogers

LocalBunny

@daverogers@localbunny

GAME TIME

DO THIS NOW!!!

Tweet:

@LocalBunny GAME

How Many of You ConsiderYourselves Gamers?

How Many of You Have Booked Flights Based on Your Enrollment in a Frequent Flier

Program?

GamificationThe process of increasing user

engagement and/or participation by integrating game mechanics and dynamics into your site, service,

community to drive participation and engagement

Game MechanicsThe elements of a game that allow

for a fun and engaging user experience. Including, but not limited to: goals, points, collecting badges, awards, trophies, etc.; rankings and leaderboards, levels, exchange of virtual goods and currencies and

feedback loops

FREQUENT FLIER?

Game Dynamics

The compelling motivational nature of the game is the result of the

desires and motivations: reward, status, achievement, self-expression, competition, altruism

GAMIFICATION

FUNDAMENTAL GAME MECHANICS

• POINTS

• COLLECTING

• FEEDBACK

• EXCHANGES

• CUSTOMIZATION

• STATUS

• ACCESS

• POWER

• STUFF

LEVELS

LEADERBOARDS

MISSIONS

FUNDAMENTAL GAME DYNAMICS

3 STEPS

1. POINTS•Experience Points – earn points for doing something, completing tasks•Skill Points – earned through interacting with a system that needs learning•Influence Points: ratings in Amazon, ratings in Stackoverflow•Redeemable Points: Can you spend your points? – Frequent Flier Miles – very sticky engagement loop

2. FEEDBACK & REWARDS•Levels: shorthand for participation and achievement•Leaderboards: identify, motivate and reward your most devoted players (can de-motivate new players)•Social leaderboards: you and your friends – beat the next person above you•Missions: tell players what to do next – SCVNGR•Reputation and ratings: ask and answer questions Amazon, Stackoverflow, trust is necessary•Achievements: short-term goals + sense of progression (beware of achievement fatigue)•Roles: time-based roles – newbies (easy to earn – feel successful) and power users (scarce resources – access)

3. VIRAL OUTREACH•Competition: bragging, taunting, challenging •Cooperation: sharing, helping, gifting •Self-Expression: check out my character/outfit/farm/page

Source: Amy Jo Kim, Reward Systems that Drive Engagement

5 FUNDAMENTALS

Source: Amy Jo Kim, Reward Systems that Drive Engagement

1. POINTS

•Most fundamental mechanic that makes something seem like a game is points

• Once you’ve got points – you can do leaderboards• Once you’ve got points – you can do levels

5 FUNDAMENTALS

2. COLLECTING•Collecting is very main stream: baseball cards, trading cards, beanie babies, shot glasses from around the world.

• Badges tap into game mechanics

• Badges are interesting where there are more to earn

•What does it mean to get a complete set: Gain Status, Access and $$

•If you can frame your badges as sets that you can complete – you just tapped into collecting mechanics

Source: Amy Jo Kim, Reward Systems that Drive Engagement

5 FUNDAMENTALS

3. FEEDBACK

•Games gives you feedback on so many levels about what you’re doing they actually makes you better at your skill.  

• Keeps you on the road to mastery  • Tells you if you’re on the right track• Helps you get better like a great coach 

Source: Amy Jo Kim, Reward Systems that Drive Engagement

5 FUNDAMENTALS

4. EXCHANGES

• Taking Turns • Chess, conversations, tit-for-tat• Most basic game mechanics we learn as kids: wait your turn

Source: Amy Jo Kim, Reward Systems that Drive Engagement

5 FUNDAMENTALS

5. CUSTOMIZATION

•Can be customizing your character like World of Warcraft – or bligning out your profile on Facebook or Twitter.

• Anytime you have a rich profile you can decorate

• Traditionally the ground of hardcore gamers is not much more in the general public lexicon

Source: Amy Jo Kim, Reward Systems that Drive Engagement

10,000 HOURS

• It takes 10,000 hours of deliberate practice to master a subject or skill

• The person practicing must constantly strive to get better

• 10,000 hours for great achievement

10,000 HOURS

• By the age of 21 a majority of kids will have spent 10,000 hours playing online video games

• We invest 3 Billion Hours Weekly in Online Gaming

• So what exactly are these kids getting good at?

• Urgent Optimism – the belief that you will ultimately be successful, even if you experience many failures

• Social fabric – a sense of trust that others will help you

• Blissful productivity – a desire to work hard and purposefully

• Epic meaning – an understanding that one is individually capable of changing the world

Jane McGonigal, Director of Game

Research & Development,

Institute for the Future

Source:Jane McGonigal, TED Presentation: Gaming can make a better world

KIVA

Who is Kiva’s biggest competitor?

“I think our biggest competitor is actually, probably Zynga. It’s not other nonprofits it’s actually competing for people’s

attention. That fantasy football player in Canton, Ohio who might play two hours of Farmville at night, how do we get them to think about Uganda?…If building a real farm on Kiva can be as compelling as building a virtual farm on Facebook, then I

think we’ve done our jobs really well.”- Kiva, President Premal Shah

VS

BUSINESS VALUE

Gamification can drive virtually any kind of participation including:

“Participation Builds Lasting Relationship

and Impacts Fundamental

Business Objectives”

- Bunchball “Gamification 101”

• Watching videos• Listening to audio• Viewing photos• Opting in to email• Creating content• Answering questions• Making a purchase• Taking quizzes• Search for info• Sharing personal info• Rating products

• Reading articles• Registrations• Voting on content• Writing comments• Participating in discussions• Posting to forums• Taking a poll• Visiting repeatedly• Visiting affiliate sites• Recommending affiliates

Set Up1. Select Game Premise: Knowledge, Skill,

Chance2. Determine How Winner Is Selected3. Create Game Interaction: Content, Responses4. Acquire Twitter Handles5. Promote

Limitations1. Time frame2. SPAM3. Throttling

Today’s Experience• Simple Activation: Tweet @LocalBunny Trivia• 3 Levels of Play: Must answer correctly to proceed• Knowledge: Question to answer• Skill: Word Scramble• Chance: Slots• Leaderboard: How do you stack up to the competition• Optimism: % Chance to Win

Behind the ScenesLevel 1 • Q&A Game• 20 winners (half the audience)• Winner will be randomly selected• All correct answers will be moved on to Level 2• Prize: $5 gift card at Chipotle

Trivia Question:• @user What Mexican Grill is named after a chili and sources

organic local produce? Reply to @LocalBunny5• Answer= Chipotle• Correct response merits - @user Congrats you got it. To

advance Tweet SCRAMBLE to @tweetatown for you next question

Behind the ScenesLevel 2 • Word Scramble• 2 winners• Winner will be randomly selected• All correct answers will be moved on to Level 3• Prize: $50 gift card from Yahoo!

Trivia Question:• @user Unscramble this: “rerjy agyn” and reply to

@TheQuizBaron with ONLY the unscrambled phrase• @user Hint: he’s a co-founder of prominent tech company • Answer= Jerry Yang• Correct response merits - @user Nice job smarty pants!

Tweet SPIN to @bunnyisland for your final game and chance to win the big prize!

Behind the ScenesLevel 3 • Slots• 1 Winner• Winner will be randomly selected• Prize: Flip Cam from Yahoo!

Trivia:• @user flip or cam – match wins

READ

RESOURCES

Articles:

HOW TO: Use Game Mechanics to Power Your Business, Mashable, http://goo.gl/3ubh

SCVNGR’s Secret Game Mechanics Playdeck, Tech Crunch, http://goo.gl/IR6s

Mint Turns Personal Finance Into a Game. It’s Better Than It Sounds, Tech Crunch, http://goo.gl/AlPX

Kiva President on the Next 5 Years and Why Zynga is Their Biggest Rival, Tech Crunch TV, http://goo.gl/lU3b

Jane McGonigal: Gaming Can Make a Better World, TED Talk, http://goo.gl/xiKd

Get Ready for the Decade of Gamification, MercuryNews.com, http://goo.gl/7W4r

People to Follow:

Amy Jo Kim, @amyjokim, http://shufflebrain.com

Gabe Zichermann, @gzicherm, co-author of: game-based marketing, http://gamebasedmarketing.com, http://gamification.co

Companies Doing Cool Things:

Badgeville, http://badgeville.com/

FanAppz, http://fanzpps.com

BigDoor, http://bigdoor.com

Bunchball, http://bunchball.com

PHONE: 303.444.9214 TOLL FREE: 866.624.1851 WEB: room214.com EMAIL: info@room214.com room_214 facebook.com/Room214 capturetheconversation.com google.com/profiles/room214

And the WINNER is....

Thanks for Playing