Login

Social Media Gamification: Should You Play

Have you ever felt the excitement of earning a new badge in foursquare? Don’t you feel lucky when you take a look at those retired badges you’ve earned on foursquare? 

I think it is safe to say we all do, as they are limited to only a few people who met specific requirements on foursquare.

Why do we feel that way? Why did foursquare adopt that policy? What is the point of a badge earning quest? Well, that’s the point we call ‘Gamification’.

The wiki definition of gamification describes it to be the use of game mechanics and designs into non-game contexts. So, the game mechanics of winning or achieving something is intelligently being applied in the above scenes by foursquare. It is the perfect example of gamification.

With its wide acceptability and application over the last two years, game theory is now considered to be a part of the mainstream online marketing.

Social Media Gamification:

The blend of social media and game theory can be traced back to the inclusion of various leaderboards and points/percentage advancement based techniques by social networking platforms into their user base engagement strategies. Companies like Gowalla, Foursquare and Linkedin are some of the early adopters.

Gowalla and Foursquare concentrated on the earning/rewarding side of gamification by introducing badges, pins and points.

The ‘leaderboard’ in LinkedIn is simply a bar that shows the percentage of your profile that is complete in the hopes of getting you to ‘fill in the blanks’ to give them better data about you.

The Facebook “LIKE” or ‘RECOMMEND’ button for webpages is the next best example of gamification that urges the viewer/user to be the first among his friends to LIKE it. 

Source: Link

Though we are talking social media and gamification, it is worth mentioning that most of the gamification strategies consider social media as a touch point, as it covers and serves a wider audience than gamification marketing could do all by itself. The games integrated into social media platforms – like Angry Bird and Zombie Lane (Google+) and FarmVille and CityVille (Facebook) – use the richness of the platform to foster their own gamification strategies of social gaming.

How does it work?

Answering through Maslow’s Hierarchy model, it acts in-between the 2nd and 3rd block of the pyramid. It sparks (or at-least tries to spark) the esteem part in Maslow’s pyramid and when you see peers, colleagues, relatives earning something (i.e. the involvement of that 3rd block) it intrigues the user to take action and get involved.  

The 3rd block is what helps game theory work in a powerful way, but social media integration is a critical piece that is often overlooked. Most gamification strategies will fail on social media integrations if they don’t consider the critical parts involved in the platform used/concerned as not all platforms are created equal or intended to be used equally.

The parts or layers:

Richard Bartle’s theory on Multi-User Dungeons states the users or target group can be divided into four types – they are: Achievers, Explorers, Socialites and Killers.

Talking about the parts or layers that work in the game theory, there are three such layers that stimulate motivation. These are: Personal motivators, motivators with friends and motivators across the group. The following image from Badgeville clarifies it further:

Source: Link

The future:

The future of game theory and gamification in social media seems really bright. As per the Gartner report on gamification, more than 70% of Global 2000 companies / organizations would embrace gamification and will have at-least one gamified application.

The Problem:

Just like any other marketing strategy, a game theory is what ultimately marketers leverage it to be – and there’s always a difference between the virtual and real world applicability.

So, the success of gamification would depend on the way it is being devised and used. The flow, the target group selection, engagement tactics, and rewarding systems should be well defined as well as well balanced.

Now on a gamified note, if you get it then share it and get a RT in return. Keep playing!

18 Responses to Social Media Gamification: Should You Play

  1. Zombie Lane Cash Hack September 27, 2014 at 5:53 pm #

    Everything is very open with a really clear description of the challenges.
    It was really informative. Your site iss very useful.
    Many thanks for sharing!

  2. Kenda Alson September 28, 2014 at 11:30 am #

    I’ve learn several just right stuff here. Definitely price bookmarking for revisiting. I surprise how so much effort you put to create this type of wonderful informative site.

  3. coupondunia best October 12, 2014 at 12:24 pm #

    This really is completely logical aspect as raised within the webpage. Understand discussing close to.

  4. Virgilio Peverini October 19, 2014 at 10:19 am #

    I desired to thanks for this good learn!! I undoubtedly enjoying every single little little bit of it I have you bookmarked to check out new stuff you publish

  5. discover this info here October 21, 2014 at 6:00 pm #

    I just want to say I am all new to weblog and really enjoyed your web-site. Most likely I’m planning to bookmark your blog post . You definitely have fantastic posts. Appreciate it for revealing your website.

  6. Charleen Maddock October 21, 2014 at 7:57 pm #

    Le concept pr un nouvel con la mani d galerie de sacs.

  7. Alaine Roese October 22, 2014 at 5:40 am #

    I’m not that much of a online reader to be honest but your sites really nice, keep it up! I’ll go ahead and bookmark your site to come back later. Many thanks

  8. zivame coupons October 23, 2014 at 12:22 am #

    Incredible, be considered a decent bit create which I have run into when it comes to longer number of years. Complete likewise surf to my new online business.

  9. F7tD5mnOhSyHp October 28, 2014 at 12:40 pm #

    995694 754130It

  10. godaddy promo codes india November 2, 2014 at 6:18 pm #

    A is probably most important net site We have now do you ever visitied. the details are right remarkable.

  11. snapdeal coupons November 3, 2014 at 9:42 pm #

    My wife or husband so i curently have identified this website to be very educational and advantageous. Continue the best work and posting the relevant material

  12. Francesco November 8, 2014 at 3:32 pm #

    Goood day! I could hae sworn I’ve been to this website before but after browsing through some of
    the post I realized it’s new to me.Anyways, I’m definitely happy I found it and I’ll be book-marking and checking back often!

  13. j fold partial November 17, 2014 at 11:31 am #

    Touche. Great arguments. Keep up the amazing effort.

Trackbacks/Pingbacks

  1. Troy Misa - August 26, 2014

    Troy Misa

    Oakley Sunglasses Cheap,Oakley Sunglasses Sale,Cheap Oakley Sunglasses,Oakley Sunglasses Cheap,Oakley Sunglasses Discount

  2. cash loan - September 24, 2014

    Nanaimo Payday Loan

    Direct Payday Loan Lenders Online

  3. direct instant approval payday loans lender - October 4, 2014

    Payday Loans Near Me No Credit Check

    Payday Loans Alliston Ontario

  4. drugrehabcentershotline.com drug and alcohol treatment centers - October 7, 2014

    Very Nice Website

    I enjoyed reading your articles

  5. URL - October 28, 2014

    … [Trackback]

    [...] Informations on that Topic: socialmediaclub.org/blogs/from-the-clubhouse/social-media-gamification-should-you-play [...]

Leave a Reply