Branding with Social Media, Social Games & Gamification La Marca, Núcleo de la Comunicación @ElisavaBCN Master Branding ELISAVA Barcelona, 23-05-2011

1. La Marca, Núcleo de la Comunicación @ElisavaBCN
Branding
with
Social Media, Social Games &
Gamification
Barcelona, 23-05-2011 @JaumeTeixi

2. Social Media
Started before 2.0
Usenet, BBSes...,
Feb. 1985 The WELL - Whole Earth 'Lectronic Link
Problems also
Clay Shirky - A Group is its Own Worst Enemy [1]
Experts are not Futurologists
Exploited before Semantic Web

3. Facebook
Innovation:
Real Name, Pic, Wall, Notifications
News Feed: September 2006
Platform, Apps: 2007
Pages, Events, Places, Deals, Credits, Questions...
Interesting for Branding:
Facebook Pages [2]
Facebook Studio [3]
Facebook Marketing Solutions [4]
Facebook + Media [5]
PR on Facebook [6]
Interesting Timeline:
March 2004 – Out of Harvard
December 2004 – 1 million
September 2005 – US High Schools
July 2009 – 250 million
July 2010 – 500 million
January 2011 – 600 million

4. Twitter
Innovation:
From SMS to All kind of feeds. Platform API.
Asynchronous follow/followers: Interests/Audience
#hastags, conversations, TT, etc.
Interesting for Branding:
Twitter for Business [7]
Twitter Media [8]
5 successful Twitter marketing campaigns you should know about [9]
Momentums:
Obama - Nov 2008
Space - @Astro_TJ 22-01-2010 [10]
Egypt Protests 2011
Japan Earthquake 2011
#acampadasol #acampadabcn #yeswecamp 15-05-2011

5. More... Social Networks
Foursquare – check-ins
Quora – questions
Hunch, GetGlue - interests
Linkedin - Professional – Branchout (FB)
GoMiso – tv
Whatever vertical marketplace...

6. Status of Social Media
Three Big Hypes:
Check-ins – Senseless Geolocation!
Coupons – Discount, Buy Now!
Gamification – All can be Played!

7. Future of Social Media?
Social Graph
Quora, Foursquare: automatically connect your
Facebook & Twitter contacts [11] [12]
360º By Default
Boundaries of Traditional and Social will disappear [13]
Instant Everything Generation
All mobile, rightnow! [14]

8. Network Effects
Streisand effect
Attempt to hide will spread more widely [15]
k-Factor - Viral phenomenon
Dion Hinchcliffe - The K-factor Lesson: How Social
Ecosystems Grow (Or Not) [16]
More...
Dion Hinchcliffe - Twenty-two power laws of the emerging
social economy [17]

9. Social Games
All Games are Social?
Jon Radoff - History of Social Games [18]
Innovations
Social Graph Play: competition, sharing
Freemium Model - Microtransactions
Casual Gamers
MVP – Minimum Viable Product
Pivoting, A/B Tests, Metrics 4 All
BVG – Branded Virtual Goods

10. Social Games - Micro-Payments
Nicholas Lovell - 10 reasons microtransactions
are better than subscriptions [19]
1. Microtransactions are user-led, not developer-led
2. There is no “gate”
3. Players can spend when they want to
4. Players can spend as much as they want to
5. Microtransactions make it easy to keep the game fresh
6. Microtransactions are trackable
7. Microtransactions are flexible
8. Microtransactions offer A/B testing opportunities
9. Consumers have a limit to the number of subscriptions they are comfortable paying
10. Microtransactions make more money

11. Social Games – Zynga's Phenomenon
Tadhg Kelly - Zynga and the End of the Beginning [20]
Real differences between the viral developers are:
– Advertising strategy
– Their willingness to exploit Facebook’s virality features
– Ability to cross-promote within games.
– Quality of internal metrics
Zynga - Momentums:
– Social Good: Haiti $3 million
– Is Zynga worth more than Electronic Arts?
– Gaga Ville
– 14 acquisitions in 12 months
Social Networking Game Operators - Top 5 in 2010 [21]
– Zynga
– EA Playfish
– Disney Playdom
– Crowdstar
– RockYou

12. Social Games - Metrics
ARPU Average Revenue Per User
ARPPU Average Revenue Per Paying User
Churn Constant loss and gain of members
Cohort Analysis - Aggregates On Time
DAU/MAU Comparing Daily Active Users to Monthly Active Users
Lifetime Value
User Acquisition Cost
Viral Rate/Virality - k-Factor

13. Gamification – Jueguificación
Game Mechanics for Non-Game Activities [22] [23] [24]
Techniques
Achievements: Badges
Levels
Leaderboards
Progress Status
Awards, Redeem, Trade, Gift
Casual Games to Live/Work Activities

14. Gamification – Industry Veterans
Opinions
Ian Bogost – Exploitationware [25]
Richard A. Bartle – Serious Games Want a Game [26]
Amy Jo Kim – Smart Gamification [27]
Jane Mcgonigal – Game Mechanic vs. Spirit [28]
Simon Wiscombe (Student) - Rethinking Gamification
don't focus on achievements…target the journey, rather than the goal [29]

15. Gamification – 10 Rules
Nicholas Lovell - The Ten Rules Of Gamification [30]
1. You’re not making a game
2. Know what you are trying to achieve
3. Be prepared not to gamify
4. Games are rubbish at customer acquisition
5. Retention is crucial, yet criminally overlooked
6. Monetisation may sound great, but focus on your core business
7. No, games are not just about competition
8. Beware unintended consequences
9. Make it personal
10. Gamification is a process, not a project

16. Gamification – Branding
How To Play With Your Customers [31] [32]
Playing Gives You a Sense of
Urgent Optimism: Don't Give Up!
Content with Commerce / Community
Advergaming is not Gamification
Newsgames are not Gamification
Edugames are not Gamification
Respect Organic Virality: Don't Spam The Social Graph

17. Gamification – Opportunity
Engagement and Loyalty
Customize products
Special Offers: Collections and Scarcity
From The Begining
Loyalty Cards: SkyPoints, Air Miles
Customer Experience: Starbucks [33]
Today's
Mint.com your savings plus your tasks, etc. [34] [35]
Huffington Post and Mashable with social graph, personalization, badges, etc. [36] [37]
Kiip: A New Intersection For Branding, Advertising and Gaming [38]
Empire Ave: Your Social Reputation is now a Game [39]
A Way to Make Performance Reviews Fun–Really [40]

18. Gamification – Service Marketing
Past: From Product to Service
Now: From Service to Experience
Drive Customer Retention
Differentiate Your Brand!

19. Gamification – Industry Players
Gamification Companies:
Cynergy
Badgeville
Big Door Media
Bunchball
SpectrumDNA
Gamify
iActionable
more... [41]
2011 First Conferences:
gamificationsummit.com [42]
Jan 20-21 – San Francisco
Sep 15-16 – New York
CHI 2011 Workshop: Gamification: [43]
May 7, 2011, Vancouver, BC, Canada

20. Thanks!
@JaumeTeixi
www.totfan.com
@TOTFAN_Games
www.fb.com/totfangames