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#SM4NP @KimbiaInc @DigitalDonor




SOCIAL GAMING FOR
SOCIAL GOOD
TIM KACHURIAK, KIMBIA INC.

How Nonprofits Can Leverage Social Media as Part of an
Integrated Fundraising Strategy
Your Board of Directors like this.
Social Gaming for Social Good
Law of Channel Orthodoxy (LOCO)
 Response Rate




                 Required Resources
My Quest
Let Me Show You What My 3-Year Old Taught Me
Social Gaming for Social Good
Social Gaming for Social Good
EVERYTHING
 YOU NEED TO
 KNOW ABOUT
SOCIAL GAMING
   YOU CAN
 LEARN FROM

PAPA SMURF
Smurfonomics 101
XP     = Experience Points; XP is awarded for
         completing in-game tasks (raising crops,
         building out villiage, mini-games); XP is
         what advances you to the next level
      = Smurfmoney; Smurfmoney is the social
        currency used to purchase most virtual
        goods in the game; Smurfmoney is earned
        for harvesting crops, wood, and coal
      = Smurfberries; A single smurfberry is
        awarded at strategic points in the game;
        Smurfberries enable you to unlock premium
        features and cost REAL MONEY
Social Gaming for Social Good
Kidnap!
Kidnap!
Kidnap!
Kidnap!
Kidnap! Results
– 225,521 monthly active users during first six weeks
  (23,034 daily active users)

– Traffic to TravelChannel.com increased 28%

– Currently 2.4 Million + registered players

– Currently 230,000 daily active users

– TravelChannel.com receives 60,000 clicks a day
  from the Facebook application
Are People Really Playing?
The Social Gaming Market

• 510 million people worldwide are playing
• 81 million people play at least once per day
• 49 million play multiple times per day
  – 9 ½ hours per week
• Why do people play?
  – Competitive spirit, fun/excitement, mental stimulation,
    stress relief, social interaction
How Much Do You Think People
Spent on “Smurfberries” in 2011?
$2,300,000,000
        Spent on Virtual Goods in 2011
Social Gaming – A $5 Billion by 2015
Um…why?
             Reasons for Buying Virtual Goods
70%
      59%
60%
            49%
50%
40%               35%   32%
30%                           27%

20%                                  17%   16%   14%
                                                       10%
10%
0%
Key Concepts in Social Gaming
1. Virtual Goods Have Actual Value
  a) It costs almost nothing to produce and fulfill a “virtual good”
  b) The most desirable virtual goods are offered as incentives for
     investment of either time or money
  c) The most popular virtual goods fall into 3 categories:
     functional, status items, and decorative. All 3 play a major role
2. It’s Not Just Digital Natives Playing
  a) Average age of social gamers globally is 39 years old
  b) Social games are replacing soap operas for stay-at-homes
3. Easy, Accessible, Competitive, and Fun
  a) Most popular games enable people to fill the “moments in
     between”
  b) Provide an opportunity to engage with friends
  c) Accessible from multiple platforms
Great. But How Does This Help
   Me Raise More Money?
Results of Recent Social Gaming Experiment

New Name Acquisition
   – 24,869 New Emails in 3 Weeks

New Donor Acquisition
   – 382 New Donors
   – $107 average donor value (after 8 months)

Lapsed Donor Reactivation
   – 375 Reactivated Donors
   – $140 average donor value (after 8 months)

Incremental Giving
   – $99,285 in incremental gifts from existing donors
Developing Your Own Social Game

Step 1: Start by understanding your supporters

  –   Who are they?
  –   What interests them?
  –   How old are they?
  –   Check out Quantcast.com and Alexa.com for profile
      data
  The goal is to create supporter-centric gaming
  experience, not an organizational-centric
  gaming experience
Developing Targeted Content
              Compared to the total audience, audience members who are
           working mothers are more likely to engage in the following activities .


                           Social Networking      Visiting broadcast TV         Getting local news
 Purchasing Online
                         (Facebook,Twitter,etc)          websites                     online
     Index =133               Index =150               Index =150                  Index =137



                         10+ hours online per     Getting national news         Listening to radio
  Jogging/Running
                                week                      online                      online
     Index =134               Index =130               Index =115                  Index =152



Visiting radio station   Watching tv programs     Reading/Contributing        Watching/listening to
       websites                 online                  to blogs                   podcasts
      Index =143             Index =144                Index =117                Index =123


                                                        Source: Scarborough USA+ Release 2, 2010
Creating a Resonating Experience
Developing Your Own Social Game

Step 2: Define the behaviors you want your
  supporters to do and assign priorities to them

  –   Donate money to your organization (1)
  –   Register their contact information (2)
  –   Recruit their friends to join (3)
  –   Provide you with demographic data (4)
  –   Come back to the site every day (5)
  –   Learn more about your organization (6)
Use Gaming to Learn More About Your Supporters
Developing Your Own Social Game

Step 3: Create your own virtual economy

  –       How will you reward participants for displaying the
          desired behaviors?
      •      Loyalty
      •      Recruitment
      •      Engagement
  –       What incentives do you need to offer?
  –       What will be your social currency?
Building Your Own Virtual Economy
Developing Your Own Social Game

Step 4: Create engagement opportunities tied to
  incentives that facilitate the desired behaviors

  –   5 Points for every friend you recruit on Facebook
  –   1 Point per day for coming back to the web site
  –   2 Points for answering a daily question
  –   10 Bonus Points for completing your profile
  –   Use “Level-up” or “Get Ahead” incentives for your top
      priority behaviors
Driving the Right Behaviors
The Social Broadcast Network
Developing Your Own Social Game

Step 5: Identify all entry points for your game;
  develop a pro forma of projected results

  –       Online
      •      Social Media
      •      Email
      •      Banners
      •      Co-Registration – Partnerships with Other Organizations
  –       Offline
      •      Direct Mail
      •      Broadcast channels (radio/TV)
      •      Events
Personalized Postcard




         Slide: 37
Pro forma of Projected Results
Developing Your Own Social Game

Step 6: Track and monitor all of your participants

  –   Flag all particpants in your donor database
  –   Monitor their engagement and giving behavior in other
      channels
  –   Benchmark conversion and giving over past periods to
      track ROI for the campaign
Downstream Power of Recruiting
Starting with one person, who found the site through an organic Google search…


         60 Recruits




                       90 Recruits                                    522 Recruits


                                          458 Recruits




                                                                      1,131
                                                                      Participants
Tracking ROI For Social Media

Total revenue since the beginning of the game has surpassed giving during the
same period last year.


  $700,000
  $600,000
                                                                       +$215K
  $500,000
  $400,000
  $300,000
  $200,000
  $100,000
       $0
             April     May      June      July    August   September




                                                                 Cumulative 2011
                                                                 Cumulative 2012
Developing Your Own Social Game

1. Start by understanding your supporters.
2. Define the behaviors you want your supporters
   to do and assign priorities to them.
3. Create your own virtual economy.
4. Create engagement opportunities tied to
   incentives that facilitate the desired behaviors.
5. Identify all entry points for your game.
≠
Social Gaming for Social Good
Thank You!


     Tim Kachuriak
     Tim@Kimbia.com
     @DigitalDonor
     linkedin.com/in/TimKachuriak
     Blog: www.DigitalDonor.com

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Social Gaming for Social Good

  • 1. #SM4NP @KimbiaInc @DigitalDonor SOCIAL GAMING FOR SOCIAL GOOD TIM KACHURIAK, KIMBIA INC. How Nonprofits Can Leverage Social Media as Part of an Integrated Fundraising Strategy
  • 2. Your Board of Directors like this.
  • 4. Law of Channel Orthodoxy (LOCO) Response Rate Required Resources
  • 6. Let Me Show You What My 3-Year Old Taught Me
  • 9. EVERYTHING YOU NEED TO KNOW ABOUT SOCIAL GAMING YOU CAN LEARN FROM PAPA SMURF
  • 10. Smurfonomics 101 XP = Experience Points; XP is awarded for completing in-game tasks (raising crops, building out villiage, mini-games); XP is what advances you to the next level = Smurfmoney; Smurfmoney is the social currency used to purchase most virtual goods in the game; Smurfmoney is earned for harvesting crops, wood, and coal = Smurfberries; A single smurfberry is awarded at strategic points in the game; Smurfberries enable you to unlock premium features and cost REAL MONEY
  • 16. Kidnap! Results – 225,521 monthly active users during first six weeks (23,034 daily active users) – Traffic to TravelChannel.com increased 28% – Currently 2.4 Million + registered players – Currently 230,000 daily active users – TravelChannel.com receives 60,000 clicks a day from the Facebook application
  • 17. Are People Really Playing?
  • 18. The Social Gaming Market • 510 million people worldwide are playing • 81 million people play at least once per day • 49 million play multiple times per day – 9 ½ hours per week • Why do people play? – Competitive spirit, fun/excitement, mental stimulation, stress relief, social interaction
  • 19. How Much Do You Think People Spent on “Smurfberries” in 2011?
  • 20. $2,300,000,000 Spent on Virtual Goods in 2011
  • 21. Social Gaming – A $5 Billion by 2015
  • 22. Um…why? Reasons for Buying Virtual Goods 70% 59% 60% 49% 50% 40% 35% 32% 30% 27% 20% 17% 16% 14% 10% 10% 0%
  • 23. Key Concepts in Social Gaming 1. Virtual Goods Have Actual Value a) It costs almost nothing to produce and fulfill a “virtual good” b) The most desirable virtual goods are offered as incentives for investment of either time or money c) The most popular virtual goods fall into 3 categories: functional, status items, and decorative. All 3 play a major role 2. It’s Not Just Digital Natives Playing a) Average age of social gamers globally is 39 years old b) Social games are replacing soap operas for stay-at-homes 3. Easy, Accessible, Competitive, and Fun a) Most popular games enable people to fill the “moments in between” b) Provide an opportunity to engage with friends c) Accessible from multiple platforms
  • 24. Great. But How Does This Help Me Raise More Money?
  • 25. Results of Recent Social Gaming Experiment New Name Acquisition – 24,869 New Emails in 3 Weeks New Donor Acquisition – 382 New Donors – $107 average donor value (after 8 months) Lapsed Donor Reactivation – 375 Reactivated Donors – $140 average donor value (after 8 months) Incremental Giving – $99,285 in incremental gifts from existing donors
  • 26. Developing Your Own Social Game Step 1: Start by understanding your supporters – Who are they? – What interests them? – How old are they? – Check out Quantcast.com and Alexa.com for profile data The goal is to create supporter-centric gaming experience, not an organizational-centric gaming experience
  • 27. Developing Targeted Content Compared to the total audience, audience members who are working mothers are more likely to engage in the following activities . Social Networking Visiting broadcast TV Getting local news Purchasing Online (Facebook,Twitter,etc) websites online Index =133 Index =150 Index =150 Index =137 10+ hours online per Getting national news Listening to radio Jogging/Running week online online Index =134 Index =130 Index =115 Index =152 Visiting radio station Watching tv programs Reading/Contributing Watching/listening to websites online to blogs podcasts Index =143 Index =144 Index =117 Index =123 Source: Scarborough USA+ Release 2, 2010
  • 28. Creating a Resonating Experience
  • 29. Developing Your Own Social Game Step 2: Define the behaviors you want your supporters to do and assign priorities to them – Donate money to your organization (1) – Register their contact information (2) – Recruit their friends to join (3) – Provide you with demographic data (4) – Come back to the site every day (5) – Learn more about your organization (6)
  • 30. Use Gaming to Learn More About Your Supporters
  • 31. Developing Your Own Social Game Step 3: Create your own virtual economy – How will you reward participants for displaying the desired behaviors? • Loyalty • Recruitment • Engagement – What incentives do you need to offer? – What will be your social currency?
  • 32. Building Your Own Virtual Economy
  • 33. Developing Your Own Social Game Step 4: Create engagement opportunities tied to incentives that facilitate the desired behaviors – 5 Points for every friend you recruit on Facebook – 1 Point per day for coming back to the web site – 2 Points for answering a daily question – 10 Bonus Points for completing your profile – Use “Level-up” or “Get Ahead” incentives for your top priority behaviors
  • 34. Driving the Right Behaviors
  • 36. Developing Your Own Social Game Step 5: Identify all entry points for your game; develop a pro forma of projected results – Online • Social Media • Email • Banners • Co-Registration – Partnerships with Other Organizations – Offline • Direct Mail • Broadcast channels (radio/TV) • Events
  • 38. Pro forma of Projected Results
  • 39. Developing Your Own Social Game Step 6: Track and monitor all of your participants – Flag all particpants in your donor database – Monitor their engagement and giving behavior in other channels – Benchmark conversion and giving over past periods to track ROI for the campaign
  • 40. Downstream Power of Recruiting Starting with one person, who found the site through an organic Google search… 60 Recruits 90 Recruits 522 Recruits 458 Recruits 1,131 Participants
  • 41. Tracking ROI For Social Media Total revenue since the beginning of the game has surpassed giving during the same period last year. $700,000 $600,000 +$215K $500,000 $400,000 $300,000 $200,000 $100,000 $0 April May June July August September Cumulative 2011 Cumulative 2012
  • 42. Developing Your Own Social Game 1. Start by understanding your supporters. 2. Define the behaviors you want your supporters to do and assign priorities to them. 3. Create your own virtual economy. 4. Create engagement opportunities tied to incentives that facilitate the desired behaviors. 5. Identify all entry points for your game.
  • 43.
  • 45. Thank You! Tim Kachuriak Tim@Kimbia.com @DigitalDonor linkedin.com/in/TimKachuriak Blog: www.DigitalDonor.com

Notas do Editor

  1. My quest to answer the ROI question led me down an unanticipated path.
  2. EdgeRank Suggests that Comments are 4X’s more valuable than likes. We’ve become so obsessed with being “liked” that we have forgotten what it means to be loved. In order to have content that is viral worthy, it must evoke emotion: Laugh, Cry, Shock, Inspire, Surprise, Bewilder…Your message must move people. Something we have been doing in nonprofit marketing for years.