Applying Game Mechanics to Social Media

Peter Kim take a higher-order approach to game theory and social media.  In the end, it's not only a solid list; but a reminder that technologies bring new expressions to human instinct/behavior... but people are the same psychology-bound, curiously entertaining creature whether online or off.  Here's his list, and do take the time to jump and read the whole article...

  • Collecting things. Humans have a primal instinct to collect and display.  Offline, think about boy scout badges or Olympic pins. My old housemate used to collect commemorative Coca-Cola bottles.  Online, we have our Twitter widgets, Facebook fan pages, and Flickr photo albums.
  • Earning points. These define achievement and translate into social standing.  Offline, it's how NASCAR champions are crowned and how you earn a free airplane flight.  Online, it's the number of fans, friends, followers, or subscribers to your content.  World-leading PR firms advise their clients to pay attention to individuals with "influence" and "authority" based on points.  We reinforce the credibility of points by watching lists of top blogs, top tweeters, even top egos.
  • System feedback. Offline, it's the experience of shopping at an Apple store or your car accelerating when you press the gas.  Online, it's not comments, replies, or trackbacks (those feed into points & exchanges), but response from the system itself.  How complete is your LinkedIn profile?  How much Plurk karma do you have?  Do you have Facebook for Blackberry installed yet?
  • Value exchanges.  Successful interactions.  Offline, it's us inviting each other's kids to their birthday parties, or paying it forward to strangers.  Online, it's the process of interactions:  Posting wall-to-wall. Sending a mini-ninja or martini glass.  People "liking" your FriendFeed items. Twitter's @ messages.
  • Customization and personalization.  User-created barriers to exit.  Offline, it's the color you chose to paint your house, the case for your iPhone, the stickers on your laptop.  Online, it's the extensive profile information you entered, the photos you uploaded, or the background picture that says something about your interests.

Tags  //  gaming / psychology / social /
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By/Association

By/Association is a private service for personal introductions to remarkable people.  We hand select our members for their exceptional creativity, vision, and cross-disciplinary networks. We then introduce them to each other. Because when two amazing people get together, their potential impact grows and the world changes shape. We know someone you should meet.

A social network that DOESN'T seek to conquer the world; but rather make interesting connections between interesting, disparate groups of select people... perhaps, and hopefully, the next step in social media will be more about smaller, more useful, more relevant, actually social connections.

Tags  //  social /
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Zynga and the End of the Beginning

Games (and movies, books, music, etc) don't solve problems. They may, in retrospect, help solve a problem that the player never knew they had, but players don't start looking for entertainment in a problem-solving mindset. An interest in some subjects may help you target advertisements with partial success in targeting, but for most games that really doesn’t translate into anything meaningfully useful. Like-for-like data usually translates into boredom. To be entertained, a customer needs to be surprised. Entertainment must take us somewhere new or we quickly lose interest.

A great article on the growing fatigue within social gaming - the product of its own success. Worth reading the whole thing; but I found this point about marketing entertainment particularly noteworthy.

Tags  //  gaming / marketing / social /
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