How to Apply Game-Based Marketing Dynamics to Twitter | Instructor: James Clark, Co-Founder, Room 214 | @jamesoclark | @Room_214 | Delivered Nov 18, 2010 at TWTRCON SF Why Game-Based Marketing? We are passing over the threshold into a realm of programs built on game-based marketing dynamics. This is important as many organizations are seeking ways to build a following, distribute relevant content and most importantly be entertaining in social media. Understanding the basis of game-based marketing dynamics (leader boards, unlocking levels) leveraged through Twitter is one of only a few strategic approaches that works to simultaneously achieve all goals. What You’ll Learn: We’ll cover the basics of game-based marketing dynamics because (1) you should be aware of them and (2) often times its the smallest spark that ignites the biggest fires. From there we’ll provide the steps to set up and run game-based marketing campaigns in Twitter, in addition to exposing limitations so you won’t be sweating the details in the heat of the battle.

1. Hotel Nikko San Francisco | November 18, 2010
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Sponsors
Workshop: How to Apply Game-Based
Marketing Dynamics to Twitter
Instructor:
• James Clark, Co-Founder, Room 214 | @jamesoclark |
@Room_214

2. Hotel Nikko San Francisco | November 18, 2010
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Thank You to Our Sponsors
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Please visit our Sponsors and
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3. Hotel Nikko San Francisco | November 18, 2010
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MEDIA AND OUTREACH PARTNERS

4. James Clark
Co-Founder
Room 214
@jamesoclark
@Room_214
Dave Rogers
LocalBunny
@daverogers
@localbunny

5. GAME TIME
DO THIS NOW!!!
Tweet:
@LocalBunny GAME

6. How Many of You Consider
Yourselves Gamers?

7. How Many of You Have Booked
Flights Based on Your Enrollment
in a Frequent Flier Program?

8. Gamification
The process of increasing user engagement
and/or participation by integrating game
mechanics and dynamics into your site, service,
community to drive participation and
engagement

9. Game Mechanics
The 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

10. 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

11. GAMIFICATION
FUNDAMENTAL GAME
MECHANICS
• POINTS
• COLLECTING
• FEEDBACK
• EXCHANGES
• CUSTOMIZATION
• STATUS
• ACCESS
• POWER
• STUFF
LEVELS
LEADERBOA
RDS
MISSIONS
FUNDAMENTAL GAME
DYNAMICS

12. 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

13. 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

14. 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

15. 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

16. 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

17. 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

18. 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

19. 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

20. 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

21. 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

22. Set Up
1. Select Game Premise: Knowledge, Skill, Chance
2. Determine How Winner Is Selected
3. Create Game Interaction: Content, Responses
4. Acquire Twitter Handles
5. Promote
Limitations
1. Time frame
2. SPAM
3. Throttling

23. 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

24. Behind the Scenes
Level 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

25. Behind the Scenes
Level 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!

26. Behind the Scenes
Level 3
• Slots
• 1 Winner
• Winner will be randomly selected
• Prize: Flip Cam from Yahoo!
Trivia:
• @user flip or cam – match wins

27. READ

28. 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

29. 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