Tag Archives: twitter

Gamification. – WHAT THE HELL IS IT?

Firstly, I have to say Gamification is a great word to say. It trips off the tongue and for that it must be congratulated. Well done Gamification I congratulate you. I have started saying it in the shower. Imperial Leather helps.

That’s kind of where the good news stops. Gamification according to Wikipedia
means ‘use of game design techniques[1] and mechanics to solve problems and
engage audiences’. I have to admit after many years of working on digital/
technology brands and platforms I have no idea what that actually means.

Lets see if we can make sense of it. ‘Using game design techniques to solve
problems and engage audiences’. So if brand X has issues with its audience and
building engagement it could use Gamification to use gaming techniques to get
their audience touching, discussing their product. Oh I see. Awesome.

So lets see if this works. I am a toothpaste brand. I cant seem to get anyone
talking about my brand. The marketing director is demanding a social media
strategy because it’s obviously what they need – there is no discussion. It’s
obvious.

Marketing & PR types panic. They run to their agency.

‘Quick. We need to engage with our audience. Its our problem. We don’t know
what to do’.

The agency sits back. It strokes its beard and thinks. It stares; it reads a load of
blogs and community threads about new trends in media. It thinks again. Why
not? Agencies think a lot right?

They think…

Video. That’s been done. We have done the viral.

What about games? What about Gamification? People loves games.

Gamification is born.

They come up with a plan. Using gaming techniques they come up with a fantasy
RPG game where you are placed within the mouth of a giant and have to travel
from tooth to tooth to save the mouth from the evil Plaque demons.

Or perhaps a simple flash game where you get to clean as many teeth as you
can in a minute. Sorry that last example has made me feel very sad and alone. I
apologise.

It’s an abstract example, but I think there needs to be an element of realism
to this – Gaming techniques is a very opaque term. Gaming platforms and franchises are now as big and as influential as Hollywood blockbusters – A brands job is to listen, understand what they want from you as a product and service. Building gaming techniques for the majority of brands sounds like a huge investment without any real sense of strategy.

If brands spent more time investing internally on the basics of digital publishing
– data, content & community they might get some interesting results.

Perhaps spending more time being open, transparent, ethical and supportive of
people may get you more long-term engagement.

I am off now to play Demon Plaque Monsters 2 brought to you by Colgate.

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What annoyed Uloo in 2011

Firstly this is not going to be one of those lists that get into New Media Age or Campaign.

In fact I am not sure if they still even do lists. Do they? Hope so.

It mostly just some thoughts around my work last year really plus I have spent an afternoon baby sitting and I am close to tears.

1. People say ‘I don’t know’ a lot more – Its funny that saying ‘I dont know’ should be quite an easy thing to say considering the state of media, advertising & technology. It’s becoming increasingly difficult to know what works without actually doing something to see whether it actually works. I guess this is about data. Track things properly and act accordingly. You will soon know.

2. More Speed & Less Meetings – I really hope that companies and agencies (I guess, I dont know) start acting a l0t more quickly to ideas, data & competitors. This is what social media really is about – speed and relevance. How quickly can you react to something converting badly on your site? Do you have lots of meetings to decide something? Really? Thats boring for everyone and inefficient – just do stuff and track it.

3. Develop One strategy – and Lots of Tactics – A social media strategy doesn’t really exist. It should be an extension of your businesses strategy. If I hear ‘whats your social media strategy?’ one more time I am likely to punch everyone. Think about it. Can you really develop a strategy for Facebook? REALLY? A strategy? REALLY? I worked online back in the 90′s. People used to have strategies for AOL. That worked out well.

4. TEll ME WHAT Gamification MEANS - In 2011, I was aksed to write a piece around Gamification for a respected online media publication. I sat at my desk and thought; I really had no idea what it meant – I mean there are some amazing examples around work on  the AIDS virus , for example, but how could this help say a toothpaste brand? It couldn’t. So I wrote a very tongue in cheek article which congratulated the word Gamification as it felt fun to say in the shower – it didn’t get published. Actually I could publish it on here. Let me know if you want me to do that. Its brilliant….ahem.

That will do for now. I mean I could talk about other things like..

1. People buying sambuca and my ability to say no.

2. My addiction to crisps.

3. My urge to leave Twitter which is an on going battle

Happy New Year!

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