Archive for the ‘Entertainment’ Category

The Gamification of Online Communities

Posted on: February 1st, 2011 by Geoff Livingston 9 Comments

[Online] Golfstar, game update
Image by com2us

The online gaming industry has experienced tremendous success, currently estimated at $10.5 billion by the entertainment software industry. This incredible market share of consumer interest and revenue and runaway hits like Zenga’s Farmville have caused gaming best practices to spread to the larger web, and in particular online communities. Online content and community creators have noticed, and are seeking to gamify their efforts.

This process consists of integrating game components like badges, leaderboards, levels of difficulty, etc. into online communities, web site functions, and other aspects of non-game activity online. By gamifying online properties, organizations like the Huffington Post seek to offer some of the fun, challenging passion that online entertainment brings, and in turn, make their sites more compelling.

Gamifying boosts on site minutes, increases strength of community, and inspires more tangible outcomes. With intelligent calls to actions weaved into game elements, organizations can deliver more return on investment as well as strengthen loyalty. This can range from sales to bettering professional education programs.

Leaderboard

Two of 2010′s more compelling social web stories used gamification to strengthen their offering. Social fundraising hit Crowdrise has a leaderboard, contests, and point tabulations in addition to really funny copywriting on its site. The goal: Encourage more charitable acts. Influencer metric Klout uses gamification to make its badges and classification more fun, and encourage individuals to engage in better participatory tactics online.

Consider how the USA Network added gamification to its Psych TV network online. By adding game-like rewards to the program, NBCUniversal generated a 130 percent increase in page views for the network’s Psych show and a 40 percent increase in return visits.

Adam Singer recently wrote a great post about the need to balance social, email and SEO in a digital marketing program. Increasingly, bringing balance to a healthy online marketing program includes adding game elements to the mix.

Jane McGonigal, author of “Reality is Broken: Why Games Make Us Better and How They Can Change the World, ” offered some advice to organizations considering adding game techniques at the Gamification Summit. She said, “If you’re trying to gamify something, you should be looking to turn [stakeholders] into super empowered helpful users. That’s what we become when we play a good game.”

Gamification is not easy, and requires knowledge of processes, research and best practices. There is a new boutique industry arising that serves organizations who want to add gamification elements and even games themselves to their online mix. For example, companies like Badgeville and Gamify can add game mechanics to a community.

Expect the continued trickle down effect of game elements into general online communications, and increased interest from online communicators about how to incorporate games and game technique into their repertoire. What do you think of gamification in online communities? Are you adding game elements to your online mix?

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The Me, Myself and I Challenge

Posted on: November 24th, 2010 by Geoff Livingston 19 Comments

To discuss the whole meme of nihilism in social media would be pointless. It’s been beaten to death. Bloggers are by their very nature self centered creatures. One could joke that Me, Myself and I are a blogger’s favorite words! In some top tier blogs, you can count 30, 40, even 50% of the ten visible posts beginning with the word I.

While I’ve morphed my style to my ego, err to the medium, I’ve learned to write in many styles over my professional career. I’ve published poetry, wrote over 500 news articles and columns in the wireless industry, have written two professional books, have written research reports pretty frequently, so many sales proposals, and yes, I am also a complete failure at novels (but I got some roadkill if you want to see them).

Point being, experienced writers can change styles pretty easily, in my opinion. And that provoked the thought, “What would happen to a blog if the blogger couldn’t use the words me, myself or I for a month?”

In some ways, it might be like robbing a drug addict of their fix. You could watch the blogger convulse as they wanted to talk about themselves.

But then after reviewing the amount of times “I” has appeared in my most recent five posts, I thought it might be a healthy thing to do. Things might get more interesting around here with an intentionally outward focus. In many ways, it would be a return to journalistic style and overtones with less opining, and more links and facts. So from Thanksgiving until Christmas, look for me to take the Me, Myself and I challenge on this blog.

P.S. If I really have to talk about myself I may go Bob Dole on you. How annoying would that be?

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Hope for Better Conversations

Posted on: September 10th, 2010 by Geoff Livingston 3 Comments

Virgin Island Sunrise

by Beth Harte and Geoff Livingston

So we know what we don’t want to hear about any more. How about increasing the volume on some conversation that push people to think or act more mindfully, bettering our professions, our societies, and our day-to-day lives? Our last post was tongue in cheek, but this one is full of hope (and a little humor, too). Here are 10 current or would-be memes that could better our online conversations.

1. Stakeholders Are Smarter Than Most : Wouldn’t your job would be 100% easier if you let your customers/donors and/or volunteers do their job? And that job is to participate in a relationship with your organization as extended members of the enterprise, either as customers, donors, volunteers, or brand investors. Let’s take it one step further shall we? How about letting stakeholders sit at the heart of your organization so that they help to design (or at least influence) the products and services they want to buy. (Was that you shuddering at the thought?!).

In Greg Verdino’s new book ‘microMarketing’ (a book we highly suggest you read), he shares the story of Lauren Luke. Lauren Luke is a young makeup entrepreneur that created a following using social media tools and eBay. Even now that she is recognized globally (her line is now carried by Sephora), she still keeps her customers (not the media, not herself) at the heart of her business. They help pick colors, names, etc. and they are extremely loyal to Lauren. Imagine that? Customers that are loyal. Hmmm.

2. Citizen Journalism: It’s so promising, and there are great examples emerging periodically. Having experienced this personally with CitizenGulf, it’s a great way to move from pitching to providing seriously valuable information. Further, good citizen journalism – if encouraged – can help with the general degradation of content quality we are seeing across all media. How can citizen journalism be encouraged, bettered, and more widespread? Besides, who doesn’t want to be (or maybe be with) Anderson Cooper?

3. I Screwed Up, So?: Why is it when it comes to social media (and marketing & PR) we only hear self-patting back echos? It’s doubtful that corporations and agencies score a perfect 10 every time. Mistakes, or their cousin, flops, are always made (Pepsi, anyone?). Perhaps if people were more open to admitting that sometimes mistakes come from trying to do something different or innovative they’d be more empathetic and less tempted to skewer a brand in a meme. How about having the guts (being nice there) to publicly fail? Even better, how about an effective apology?

4. Using Open Government Data: So the Obama Administration is opening up all of this data, and generally civilians, nonprofits and businesses are not using it. While this may be as far as the mighty O can deliver on open government, civilians and the private sector can do more. This open data represents an incredible resource from a semantic, societal and general pragmatic basis for online media. So how can we create better analysis, applications and uses for this fantastic data? While there are initial thought leaders starting to discuss and use this data, we could stand for much more conversation… and action.

5. Culture Shifting: Unfortunately, the days of office politics are far from long gone. There are just some people (a lot of them!) who can’t see beyond their own insecurities and needs in order to be a part of something larger than themselves. Anyone who has been neck deep in social media knows this to be true. Customers could care less about personal issues, they have their own problems. There are companies and nonprofits trying to lead the way to culture shift change, why aren’t we hearing more about it? Is it too soon? This evolution from industrial silos to networked structures is the future. Let’s talk about it!

evolve.jpg

6. Better Crowdsourcing: As soon as the vote for me meme ends… Wait, let’s shift it towards better crowdsourcing. By far, crowdsourcing is the most difficult of social media strategies to master. Even some of the industry’s leading thought leaders seem to have a hard time getting down to actual mechanics and experiences. We’d like to see a lot more conversation about what does and doesn’t work with crowdsourcing and why.

7. Marketing 3.0: Given that some marketers don’t even get Marketing 1.0 (‘cause you know, anyone can be a marketer), it’s with hesitation this one is even mentioned. Marketing 3.0 is about getting to the level where our stakeholders are today (as we know, they aren’t sitting back waiting to receive your marketing campaigns). If you are still focused on what products and services you want to bring to the market, you’re still at 1.0. If you are focused on social media, you’re at Marketing 2.0. If you see the whole customer (and no, sCRM isn’t the way to do it) as people — not just consumers — Marketing 3.0 is where you want to be.

In addition, Marketing 3.0 organizations have aspirations to add value to the world as a whole, not just to their bottom-line. They in essence want to be responsible citizens, not just cause marketers. Example: The Body Shop.

8. The 2010 Election: It’s going to happen with or without us. And most people are groaning. But elections represent a period of innovation in communications, and there are inevitable experiments and successes that occur. How are the GOP trying to leapfrog the Democrats sensational social networking success in 2008? Will it work? Why? How will the Democrats counter? Arm chair communicators should celebrate and talk about the Super Bowl of PR that’s about to occur.

9. Augmented Reality: Talking about toys, er, tools, seems to be inevitable online. So maybe we can talk about the next game changer instead of Steve Jobs, for crying out loud. We’re so over Mister I Don’t, er Do, Flash. Once augmented reality goes mainstream, it will change the way we interact online, and in reality. This means a paradigm shift for communicators. We should be talking about this, seriously.

10. Your Turn. We thought the right thing to do since it is supposed to be a conversation is open source our last meme. What do you think the conversational market place is missing and why?

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