Gamification on Branding
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Transcript of Gamification on Branding
Gamificationon Branding
@JaumeTeixi
29/05/2012
Barcelona @ElisavaBCN
Branding Evolution
Social Media
Gamification
Social Media
The Cluetrain Manifesto
Markets are Conversations
Markets are Getting Smarter Faster than most Companies
Social Media
Mark Zuckerberg
A social version of anything can almost always be more engaging and outperforma non-social version
Social Media Evolution
Mark PrenskyDigital Natives, Digital Immigrants
MobileInstant Everything Generation
Contacts/Friends/ FollowersSocial Graph
Gamification’s Ancestor
Past » Service Marketing from Product to Service
Current » Gamificationfrom Service to Experience
Gamification
Game Mechanicsfor Non-Game Activities
Game Design for Branding
Veterans’ Argumented Gamification
Ian Bogost » Exploitationware
Richard A. Bartle » Serious Games Want a Game
Jane Mcgonigal » PERMA
Amy Jo Kim » Smart Gamification
Students’ Argumented Gamification
Simon Wiscombe » Rethinking G.Don't Focus on Achievements… Target the Journey, Rather than the Goal
Sebastian Deterding » Defining G.From Game Design Element to Gamefulness
Social Games
Played on Social NetworksorSocial Graph’s GamePlay
Facebook ConnectTwitter Oauth
All Games Are Social?
J. Raddof’s History Of Social Games
Social Games’ Design Elements
Tutorial by Default » Casual Gamers
Personalization » Customization
Social Graph » Ecosystem
User-to-User Comm. » Messaging
Network Effects
Network EffectEach new user adds a positive (+) or negative (-) effect for the rest
(-) Censorship » Streisand Effect
(+) Virality » k-Factor
Design for Player Types
J. Raddof’s Game Player Motivations
Design for Contribution
Social Influence » Reputation
Social Favors » Reciprocity
Social Discovery » Efficacy
Social Belonging » Community
Design for 3 Cycles
Focus on 3 Engagements Cycles:
Clear Goals » Novice
Fresh Content » Regular
Exclusive Status » Evangelist
N. Lovell’s 10 Rules of Gamification
1. You’re not making a game2. Know what you are trying to achieve3. Be prepared not to gamify4. Games are rubbish at customer acquisition5. Retention is crucial, yet criminally overlooked6. Monetization may sound great, but focus on your core business7. No, games are not just about competition8. Beware unintended consequences9. Make it personal10. Gamification is a process, not a project
Metrics AAA + AARRR
Vanity Metrics vs Actionable Accessible Auditable
Design Metrics
Churn - Constant loss and gain of members
Cohort Analysis - Aggregates On Time
DAU/MAU - Comparing Daily Active Users to Monthly Active Users
UAC - User Acquisition Cost
k-Factor - Viral Rate/Virality
Gamification Opportunity
The BeginingSkyPoints, Air Miles » Loyalty Cards
Customer ExperienceLoyalty & EngagementCustomized ProductsSpecial OffersCollections & Scarcity
Gamification Opportunity
Not Gamification
Content Marketing AdvergamingSerious GamesNewsgamesEdutainment
Gamification Opportunity
Gamification
Respect Organic Virality » Don't Spam
Playing Gives You a Sense of »Urgent Optimism: Don't Give Up
Provides » Real Return Value
Gamification Opportunity
Drive » Real Customer Loyalty
Differentiate » Your Brand
Thank You!Questions?
@JaumeTeixi
29/05/2012
Barcelona @ElisavaBCN