the year of gamification - 2011 - time social media week
DESCRIPTION
This is Gabe Zichermann's closing speech from Time Inc's Social Media Week Session, entitled - 2011, The Year of Gamification.TRANSCRIPT
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the year ofgamification
gabe zichermann@gzicherm
Gamification.Co
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about me
author “Game Based Marketing”“Gamification by Design”
editor gamification.coadvisor & mentor to startups
facilitator Founder Institute NYCspeaker, 25+ events/year
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http://gsummit.com
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Gamification is: the process of using game thinking and game mechanics to solve
problems and engage users
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gamification is not just
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GAMIFICATION IS THE NEW BLACK
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WHY NOW?
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WHAT NOW?
LOYALTY ENGAGEMENT
METRICS RULE
DESIGNING FOR MOTIVATION
DESIGN OVER TIME
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LOYALTY V4.0
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loyalty’s history
TangibleGoods1800s
VirtualCurrencies
1930s
VirtualRewards2010+
StatusSystems
1980s
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0
40
80
120
160
200
1800 1850 1900 1950 2000 2050loyalty costs status & social power
costs and status value of loyalty
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THOSE WHO ARE MOST LIKELY TO PAY, GET STUFF FOR FREE
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STATUS
ACCESS
POWER
STUFF
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The Game’s The Thing
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POUR SOME GAMESUGAR ON ME
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OUR LAST HOPE?
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MOTIVATION
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ENGAGEMENT
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RECENCY
FREQUENCY
DURATION
VIRALITY
RATINGS
ENGAGEMENT
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ESCORE
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ESCORE DIMENSIONS
INDUSTRY RELATIVE
REBALANCED ANNUALLY
FLEXIBLE, EXTENSIBLE, TRACKABLE
MEASURED OVER TIME
COMPARABLE
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BALANCING ENGAGEMENT
0
25
50
75
100
CAFE DATING E-COMMERCE
recency frequency duration virality ratings
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1. BUY NOW
2. JOIN LOYALTY PROGRAM
3. RE-ENGAGE (LOYALTY MARKETING)
4. BUY NOW
OLD LOYALTY
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!"#$%#&'()*"#"&(
+",-%.(/%..(0"(1,#"&(
2.%345(647)&'%'4*4&0(
8-9-:.4(25"'5499(;(64<%5=(
GAMIFIED LOYALTY
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LIKE NOW!
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BUY NOW!
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E∕$
CONVERSION RATE
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GAMES WERE ALWAYS SOCIAL
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UNTIL 1977
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AND THEY ARE AGAIN
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killer achiever
socializer explorer
Bartle’s Player Motivations
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flow
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non-obvious desire
predictable
unforced
GAMES
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DESIGNERS ALSO COMMIT OVER TIME
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DON’T STOPINNOVATING
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HOW WE CAN HELP
WORKSHOPS ACROSS THE US AND IN 6+ COUNTRIES
GSUMMITS FALL 2011
2 NEW BOOKS
GAMIFICATION U
CONSULTING
RESEARCH, WRITING
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gabe zichermann@gzicherm
Gamification.Co