Presentation given at the Government Social Media: Driving Results conference, 2/29-3/2 2016 in Washington, DC. "Using innovative strategies and tactics to communicate your message, increase citizen engagement, and measure effectiveness." Workshop C: Bringing Gamification Rewards and Incentives Across All Social Networks

1. Government and Social Media
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Bringing Gamification Rewards and Incentives
Across All Social Networks
&

2. AGENDA
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Topic Description Time
1. Welcome Getting settled… 5 min
2. Prologue Social Media & Gamification: What’s today’s purpose? 5 min
3. About Me Who I am and what I do…. 5 min
4. Social Media How’s it used in government? What are some examples? Exploring
message vs. response vs. interaction
15 min
5. Gamification How’s it used in social media? What are some examples? Exploring
internal vs. external usecases.
30 min
6. Workshop: Design Seminar Gamification….and Social Media combined. Breakout Sessions. 30 min
7. Workshop: Presentation & Feedback Peer review 20 min
8. Closing & Questions 10 min

3. PROLOGUE
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What’s today’s purpose?
Business Results for Gamification
Results are important...but how to get them,
even more so.

4. PROLOGUE
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What is social media? How do we gamify it?
Defining your focus establishes your path
to success.
Inflow
Message
Outflow
Response
Conversation
Interaction

5. ABOUT ME
• Political academic
• Game developer by trade
• Senior Designer & Producer @ Badgeville
• Consultant for Fortune 500 (enterprise + consumer)
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Define
Challenge
Narrow
Audience
Determine
Process
Evaluate
Technology
Devise
Solution

6. WHAT’S DOES A PRODUCER DO?
1. Design Consultant Define Goals
Select Important
Behaviors
Recommend Features &
Visuals
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Insert Photo:
Behavior List, Bulleted Goals?
Maybe small UX flow?

7. WHAT’S DOES A PRODUCER DO?
2. Creative Project
Manager
Plan Steps & Timelines
Oversee Resources
Onboard, Educate, Guide
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Insert Photo:
Behavior List, Bulleted Goals?
Maybe small UX flow?

8. WHAT’S DOES A PRODUCER DO?
3. Support Analytics Train Customers
Support KPI planning
Translate Results
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Insert Photo:
Behavior List, Bulleted Goals?
Maybe small UX flow?

9. Social Media: How is it used?
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10. SOCIAL MEDIA: OVERVIEW
A quick recap…what’s it for?
…with Inflow vs. Outflow = conversation
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Sharing &
Interacting…
Messages Moments Ideas

11. SOCIAL MEDIA: OVERVIEW
Simplified…
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Social Messaging Social Interaction
Engagement

12. SOCIAL MEDIA: EXAMPLES IN GVMT
STATE
Crime Prevention & Police Assistance
Emergency& Weather Alerts
Activities & Registration
Town Halls, Council Meetings
PSAs
Construction & Roads
Job Applications
Public outreach
Augmenting opinion polls
FEDERAL
To inform Decision Making
To communicate externally with citizens
and other agencies and organizations
To communicate internallybetween
colleagues
For research purposes/gather information
For promotion/marketing
Risk and Crisis Communication
Congressional Updates & Transparency
Interest Group Updates & Bill Changes
Supreme Court Rulings
Federal Petition Responses
Augmenting opinion polls
Department Updates
FEMA Disaster Response & Automated
Safety Warnings
Simplifiedsharing of complex information
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Source:
http://www.civicplus.com/blog/seven-ways-local-
government-can-use-social-media
Source:
- http://breakinggov.com/documents/social-media-in-the-public-
sector-survey-presentation/
- http://www.digitalgov.gov/category/socialmedia/
- http://www.keepeek.com/Digital-Asset-
Management/oecd/governance/social-media-use-by-
governments_5jxrcmghmk0s-en#page29

13. SOCIAL MEDIA: EXAMPLES IN GVMT
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Source:
- http://breakinggov.com/documents/social-media-in-the-public-
sector-survey-presentation/
Measurement Changes in traffic and clicks to their sites – 64%
Changes in awareness of blogs and websites – 64%
Number of connections cultivated – 45%
Recognition as a thought leader – 44%
Number of leads generated – 43%

14. Enter: Gamification.
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15. GAMIFICATION: OVERVIEW
• Shoulder Check
• Takeaway
– Increase Engagement.
– Two way conversations where, "how engaged
people are" matters tremendously.
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16. • Goals
• Mechanics
• Dynamic Systems
• Aesthetics
• Feedback (Positive v. Negative)
A process for revealing inherent systems, goals, and conditions in any experience,
product, or feature-set, to train, hone, improve, or modify behaviors. Gamification is not
a game, but it is related.
Game System Gamification
• Requirements & Business Objectives
• System Objects & Configuration
• Features
• Narrative, Copy, & Iconography
• Visualizations & Notifications
WHAT IS GAMIFICATION?

17. Gamification Examples
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18. MELBOURNE STORM: OVERVIEW
Summary
Looking to spur increase attendance at games and higher loyalty member numbers
Social?
Leveraging tweet campaigns during live games
Following players
Retweeting to your friends
Application
Features
Loyalty card recognition
Behaviors
Liking
Retweeting
Using your loyalty card
Following a player, tweeting a player
Design
Features
Career Level
Seasonal Points
Tiered Loyalty
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19. KIMPTON: OVERVIEW
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Summary
Looking to increase hotel loyalty program adoption numbers and more hotel stays.
Social?
Leveraging tweet campaigns during live stays
Wine tasting events
Retweeting to your friends
Application
Features
Live Mobile App
Hotel Database Integration
Behaviors
Hotel Stay or Logged in Loyalty Stay
Wine Tasting Attendance
Take a Survey
Use App
Design
Features
Career Level
Tiered Loyalty
Collections

20. Workshop:
Gamification & Social Media Combined
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21. DESIGN
Design Ideas (2-3)
What sort of intrinsic design ideas can we pinpoint based on the above?
(e.g. rewards, badges)
Would balance of intrinsic vs. extrinsic are you able to leverage.
Are there any other recognition programs you’ve seen that inspire you?
(e.g. loyalty, airline, current)
Behaviors & Activities (3-5)
What features of that application are you tapping into? What real world events are you looking to surface?
Application (1-2)
What technical applications are involved with the above goals and processes? What manual processes are important that you can’t digitally track?
Goals (2-3)
What changes are you looking for?
Challenge & Painpoints (1-2)
What’s the usecase, industry, or project you’d like to tackle? What are some painpoints you face?
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22. FEEDBACK
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23. Ra Williams – Senior Producer
ra@badgeville.com
rasun.w@gmail.com
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