what video games can teach us about real time marketing

WHAT VIDEO GAMES CAN TEACH USABOUT REAL TIME MARKETING

JOEL LUNENFELD, CEO MOXIE INTERACTIVE

UP UNTIL NOW, SOCIAL MEDIA REQUIRED THE FOLLOWING SKILLS…

SHAMELESSSELF PROMOTION...

REALLYSHAMELESS

SELF PROMOTION...

A PRETTY FACE…

DISREGARD FOR SAFETY...

SOCIAL MEDIA WAS EVERYMAN’S REALITY TV SHOW.

IT WAS ABOUT GETTING EXPOSURE.

IT WAS ABOUT GETTING NOTICED.

GETTING YOUR 15 MINUTES OF FAME WAS NEVER EASIER.

DIGITAL WORD-OF-MOUTH COULD TURN YOU INTO AN INTERNET CELEB.

WHAT EVER HAPPENED TO LONELYGIRL15?

ANYTHINGCOULD NOW BE VIDEO TAPED,FOR BETTER OR FOR WORSE.

ANYBODY

TECHNOLOGY PUT A CAMERA AND CONFESSIONAL BOOTH IN EVERYBODY'S LIFE.

YOU FRIENDED EVERYONE.

AND YOU POSTED INAPPROPRIATE PICTURES TO GET ATTENTION.

HOW DID YOU FIND YOUR JOB?

AND ANYONE COULD BE AN EXPERT ABOUT ANYTHING WITH A PUBLISHING PLATFORM.

AND ALL SOCIAL MEDIA WAS LIKE AMERICAN IDOL…

THE GOAL IS TO BECOME FAMOUS… FOR ANYTHING.

GETTING VOTES IS LIKE GETTING WEB TRAFFIC.

BUT TALENT ISN’T EVERYTHING (I.E. CAT VIDEOS).

SOME OF US JUST COULDN’T LOOK AWAY.

AND ALL SOCIAL MEDIA WAS LIKE AMERICAN IDOL…

TODAY, MARKETERS NEED TO THINK MORE LIKE VIDEO GAME DEVELOPERS

THAN REALITY SHOW PRODUCERS.

WE'RE ADDICTED TO GAMING BECAUSE OF THE SENSE OF ACHIEVEMENT, POSITIVE EXPERIENCES,

AND CONNECTIONS TO THE REAL WORLD. WE'RE ADDICTED TO GAMING BECAUSE OF

THE COMBINATION OF REALITY AND FANTASY.

“

“

LIKES,THUMBS UP, COMMENTS,

POSITIVE SENTIMENT, PHOTO UPLOADS, # OF FOLLOWERS,

CROPS, ETC.

IT'S ABOUT GOING ON A “MISSION” AND GENERATING POINTS:

IT CAN LITERALLY BE A GAME…

“FARM” WAS #1 MOST POPULAR FACEBOOK STATUS

IN 2009

AND WHAT'S OUR “GAME CONTROLLER?”

LOOK IN YOUR POCKET.

OR YOUR PHONE BECOMES THE CONTROLLER AND YOU “POWER UP” WHEN YOU DOWNLOAD TOOLS THAT FACILITATE SHARING AND CONNECTING.

…FOR EARNING POINTS, WRITING REVIEWS, TAKING PICTURES, CHECKING-IN, UPDATING YOUR STATUS, ETC.

WORLD OF WARCRAFT EXPERIENCE POINTS

FOURSQUARE REAL LIFE “EXPERIENCE POINTS”

WIN A TROPHY, BECOME THE MAYOR!

1 VS 100 TESTS YOUR TRIVIA KNOWLEDGE AGAINST OTHER PEOPLE

AARDVARK TESTS YOUR GENERAL KNOWLEDGE TO

HELP YOUR FRIENDS WITH EVERY DAY QUESTIONS

HALO MISSION MAPS TELL YOU WHERE TO GO TO BATTLE THE COVENANT.

GOOGLE MAPS TELL YOU WHERE TO EAT AND WHERE NOT TO EAT ACCORDING TO YOUR PEERS.

TO GAMERS, STATS ARE EVERYTHING…

YOUR NARCISSISM…NOW EXPRESSED IN STATS.

EVEN EXPERTISE IS A GAME, NOW MEASURED IN STATS.

SO HOW CAN WE APPLY THIS TO WORD OF MOUTH MARKETING?

1. CUSTOMIZE CONTENT WITH LEVELS AND PUBLIC ACHIEVEMENTS AMONGST FRIENDS

GIVE A REASON TO CO-CREATE AND SHARE

ALLOW FOR PERSONALIZATION

GIVE THEM A CHANCE TO TALK ABOUT THEIR FAVORITE TOPIC… THEMSELVES

CUSTOMIZE CONTENT WITH LEVELS AND PUBLIC ACHIEVEMENTS AMONGST FRIENDS

2. RECOGNIZE THE LEADERS. PROMOTE THEIR STATS.

LEVERAGE THEN INFLUENCERS OF THE PACK

REPORT BACK ON STATS / RETWEETS

AMPLIFY THEIR IMPRESSIONS & EXPRESSIONS

RECOGNIZE THE LEADERS. PROMOTE THEIR STATS.

3. DON’T CREATE CAMPAIGNS. CREATE MISSIONS.

REWARD USERS FOR COMPLETING AN ACTION OR TASK.

USE THE REAL WORD AS YOUR DIGITAL CANVAS.

DON’T CREATE CAMPAIGNS. CREATE MISSIONS.

DON’T CREATE CAMPAIGNS. CREATE MISSIONS.