Leverage Your Influencers to Drive Social Media Engagement
Social Gaming for Social Good
1. #SM4NP @KimbiaInc @DigitalDonor
SOCIAL GAMING FOR
SOCIAL GOOD
TIM KACHURIAK, KIMBIA INC.
How Nonprofits Can Leverage Social Media as Part of an
Integrated Fundraising Strategy
9. EVERYTHING
YOU NEED TO
KNOW ABOUT
SOCIAL GAMING
YOU CAN
LEARN FROM
PAPA SMURF
10. Smurfonomics 101
XP = Experience Points; XP is awarded for
completing in-game tasks (raising crops,
building out villiage, mini-games); XP is
what advances you to the next level
= Smurfmoney; Smurfmoney is the social
currency used to purchase most virtual
goods in the game; Smurfmoney is earned
for harvesting crops, wood, and coal
= Smurfberries; A single smurfberry is
awarded at strategic points in the game;
Smurfberries enable you to unlock premium
features and cost REAL MONEY
16. Kidnap! Results
– 225,521 monthly active users during first six weeks
(23,034 daily active users)
– Traffic to TravelChannel.com increased 28%
– Currently 2.4 Million + registered players
– Currently 230,000 daily active users
– TravelChannel.com receives 60,000 clicks a day
from the Facebook application
18. The Social Gaming Market
• 510 million people worldwide are playing
• 81 million people play at least once per day
• 49 million play multiple times per day
– 9 ½ hours per week
• Why do people play?
– Competitive spirit, fun/excitement, mental stimulation,
stress relief, social interaction
19. How Much Do You Think People
Spent on “Smurfberries” in 2011?
23. Key Concepts in Social Gaming
1. Virtual Goods Have Actual Value
a) It costs almost nothing to produce and fulfill a “virtual good”
b) The most desirable virtual goods are offered as incentives for
investment of either time or money
c) The most popular virtual goods fall into 3 categories:
functional, status items, and decorative. All 3 play a major role
2. It’s Not Just Digital Natives Playing
a) Average age of social gamers globally is 39 years old
b) Social games are replacing soap operas for stay-at-homes
3. Easy, Accessible, Competitive, and Fun
a) Most popular games enable people to fill the “moments in
between”
b) Provide an opportunity to engage with friends
c) Accessible from multiple platforms
25. Results of Recent Social Gaming Experiment
New Name Acquisition
– 24,869 New Emails in 3 Weeks
New Donor Acquisition
– 382 New Donors
– $107 average donor value (after 8 months)
Lapsed Donor Reactivation
– 375 Reactivated Donors
– $140 average donor value (after 8 months)
Incremental Giving
– $99,285 in incremental gifts from existing donors
26. Developing Your Own Social Game
Step 1: Start by understanding your supporters
– Who are they?
– What interests them?
– How old are they?
– Check out Quantcast.com and Alexa.com for profile
data
The goal is to create supporter-centric gaming
experience, not an organizational-centric
gaming experience
27. Developing Targeted Content
Compared to the total audience, audience members who are
working mothers are more likely to engage in the following activities .
Social Networking Visiting broadcast TV Getting local news
Purchasing Online
(Facebook,Twitter,etc) websites online
Index =133 Index =150 Index =150 Index =137
10+ hours online per Getting national news Listening to radio
Jogging/Running
week online online
Index =134 Index =130 Index =115 Index =152
Visiting radio station Watching tv programs Reading/Contributing Watching/listening to
websites online to blogs podcasts
Index =143 Index =144 Index =117 Index =123
Source: Scarborough USA+ Release 2, 2010
29. Developing Your Own Social Game
Step 2: Define the behaviors you want your
supporters to do and assign priorities to them
– Donate money to your organization (1)
– Register their contact information (2)
– Recruit their friends to join (3)
– Provide you with demographic data (4)
– Come back to the site every day (5)
– Learn more about your organization (6)
31. Developing Your Own Social Game
Step 3: Create your own virtual economy
– How will you reward participants for displaying the
desired behaviors?
• Loyalty
• Recruitment
• Engagement
– What incentives do you need to offer?
– What will be your social currency?
33. Developing Your Own Social Game
Step 4: Create engagement opportunities tied to
incentives that facilitate the desired behaviors
– 5 Points for every friend you recruit on Facebook
– 1 Point per day for coming back to the web site
– 2 Points for answering a daily question
– 10 Bonus Points for completing your profile
– Use “Level-up” or “Get Ahead” incentives for your top
priority behaviors
36. Developing Your Own Social Game
Step 5: Identify all entry points for your game;
develop a pro forma of projected results
– Online
• Social Media
• Email
• Banners
• Co-Registration – Partnerships with Other Organizations
– Offline
• Direct Mail
• Broadcast channels (radio/TV)
• Events
39. Developing Your Own Social Game
Step 6: Track and monitor all of your participants
– Flag all particpants in your donor database
– Monitor their engagement and giving behavior in other
channels
– Benchmark conversion and giving over past periods to
track ROI for the campaign
40. Downstream Power of Recruiting
Starting with one person, who found the site through an organic Google search…
60 Recruits
90 Recruits 522 Recruits
458 Recruits
1,131
Participants
41. Tracking ROI For Social Media
Total revenue since the beginning of the game has surpassed giving during the
same period last year.
$700,000
$600,000
+$215K
$500,000
$400,000
$300,000
$200,000
$100,000
$0
April May June July August September
Cumulative 2011
Cumulative 2012
42. Developing Your Own Social Game
1. Start by understanding your supporters.
2. Define the behaviors you want your supporters
to do and assign priorities to them.
3. Create your own virtual economy.
4. Create engagement opportunities tied to
incentives that facilitate the desired behaviors.
5. Identify all entry points for your game.
45. Thank You!
Tim Kachuriak
Tim@Kimbia.com
@DigitalDonor
linkedin.com/in/TimKachuriak
Blog: www.DigitalDonor.com
Hinweis der Redaktion
My quest to answer the ROI question led me down an unanticipated path.
EdgeRank Suggests that Comments are 4X’s more valuable than likes. We’ve become so obsessed with being “liked” that we have forgotten what it means to be loved. In order to have content that is viral worthy, it must evoke emotion: Laugh, Cry, Shock, Inspire, Surprise, Bewilder…Your message must move people. Something we have been doing in nonprofit marketing for years.