dnd socialpulse gamification
DESCRIPTION
Dette er foredraget mitt om Gamification fra DnD SocialPulse.TRANSCRIPT
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
”Ekte” Gami!cation
DnD SocialPulse"03.04.13
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Hva er det?
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Hype?
Kilde: http://tomfishburne.com
/2011/09/gamification.htm
l
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Gami!cation
Bruk av spillmekanismer i sammenhenger som ikke har noe med spill å gjøre, for å motivere og påvirke folks atferd
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Gami!cation ≠ Spill
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
http://ww
w.wallsave.com
/wallpapers/1920x1080/rancid/911524/rancid-re-post-your-gam
er-background-911524.jpg
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Gami!cation ≠ Kun digitalt
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
http://ww
w.wallpapersgroup.com
/wallpapers/2012/11/Digital-blue-1260x1680.jpg
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Gami!cation ≠ NERD
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Hvordan virker det?
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Kilde: http://ww
w.supercell.net/games/view
/hay-day
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Kilde: http://ww
w.supercell.net/games/view
/hay-day
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Kilde: http://hayday.wikia.com
/wiki/Hay_Day_W
iki
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Kilde: http://ww
w.funnyjunk.com/funny_pictures/3956174/Like+W
hores+In+A+Nutshell/
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Kilde: http://mem
eburn.com/2012/06/foursquare-teases-new
-maps-m
ajor-redesign/
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Kilde: http://sport-locker.net/2012/01/19/nike-launch-nike-fuelband-measuring-m
ovement-to-m
ake-life-a-sport/
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Eksempel: Let your body drive
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
http://ww
w.wallsave.com
/wallpapers/1920x1080/rancid/911524/rancid-re-post-your-gam
er-background-911524.jpg
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Kilde: http://ww
w.ddb.no
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Kilde: http://ww
w.ddb.no
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Kilde: http://ww
w.ddb.no
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Kilde: http://ww
w.ddb.no
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Kilde: http://ww
w.ddb.no
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Eksempel: Sneakpeeq
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Kilde: http://ww
w.sneakpeeq.com
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Kilde: http://ww
w.sneakpeeq.com
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Kilde: http://ww
w.sneakpeeq.com
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Kilde: http://ww
w.sneakpeeq.no
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Kilde: http://ww
w.sneakpeeq.com
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Kilde: http://ww
w.sneakpeeq.com
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Sammenligning
Let Your Body Drive Sneakpeeq Bruker spillteknikker Bruker spillteknikker
Bruker spill Bruker ikke spill
Sammenligne seg med andre (Leaderboard)
Sammenligne seg med andre (Facebook-venner, ”lokale” leaderboards)
Stimulerer ikke til bruk av produkt Stimulerer til bruk av tjenesten
Høy fokus på merkantil belønning (til én vinner) Fokus både på merkantil og ikke-merkantil belønning (til alle)
Kampanje Løpende aktivitet
Merkevarebygging/akvisisjon En del av tjenesten, bygger ”oppsigelsesvern”
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Ekte gami!cation
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
”Ekte” gami!cation i markedsføring
• Bruk av spillmekanismer
• Motivere og påvirke kunder
• Benytte seg av og se verdien av produkter og tjenester
• Stimulere til engasjement
• Appellere til menneskets konkurrerende natur
• Styrke båndet mellom leverandør og kunde
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
The word most frequently used to describe engagement, particularly in a marketing context, is loyalty.
Gamification by Design by Gabe Zichermann
Handler om lojalitet
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Gami!cation = Social CRM
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
5 bud for ”ekte” gami!cation
1. Du skal tilby nytteverdi og glede
2. Du skal belønne bruk av produkt/tjeneste
3. Du skal ikke markedsføre/snakke om gamification
4. Du skal ikke gjøre gamification som en kampanje
5. Du skal kontinuerlig vedlikeholde og videreutvikle
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Husk!
Litt gamification er bedre enn ingen gamification
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Spørsmål?
Kilde: http://twicsy.com
/i/jHJbPb
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Leftovers
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Myter
• Mine kunder vil ikke spille spill – Kunden kommer ikke til å tenke på det som et spill, de vil fokusere
på nytteverdi og underholdning
• Dette er kun for unge menn – Statistikk viser at kvinner i alderen 25 – 50 i langt større grad deltar
i sosiale spill-aktiviteter enn unge menn
• Dette er bare en fancy konkurranse – Det er ingen konkurranse fordi det ikke er premier, kun virtuelle
belønninger som viser status og lojalitet
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Kilde: http://ww
w.thinkwithgoogle.com
/mobileplanet/no/graph/?country=no
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Kilde: http://ww
w.thinkwithgoogle.com
/mobileplanet/no/graph/?country=no
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Hvorfor virker det?
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Kilde: http://en.wikipedia.org/w
iki/Maslow
's_hierarchy_of_needs
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
= Gamification i gamle dager
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Oppdagelsen
Status er en større driver enn økonomisk gevinst
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
Ingen samfunn er #ate
Level 5 – 1 000 p
Level 10 – 3 000 p
Level 15 – 9 000 p
Level 20 – 27 000 p
Level 25 – 81 000 p
Level 30 – 243 000 p
Level 1 – 0 p
Diamant
Platina
Gull
Sølv
Bronse
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/TheCustomerNorge
What work I have done I have done because it has been play. If it had been work I shouldn’t have done it.
Mark Twain
Kent Barwin | The Customer | +47 90 74 11 91 | [email protected] | @kbarw | facebook.com/kbarwin