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Fun in Social Media


        Fun in Social Media:
Social Media Games and Celebrities
       as Social Media Assets


             Presented by:
             Kevin Lee, We-Care.com
             Ettore Rossetti, Save the Children
             Conference: Social Media for Non-Profits
Emotion and Marketing

Marketing is about changing attitudes and
  behaviors. Both positive and negative
  messages play a role in stimulating
  emotional response, but what about fun?:
• Mentions
• Celebrities
• Promotions
• Games / Gaming / Gamification /
  Rewards
Don’t forget Mobile

Increasing % of social media action occurs
  on mobile devices:
• Smartphones
• Tablets
The simplest form of fun
A simple mention, comment or “Like” is the
  beginning of feedback and reinforcement for
  supporters.
However these forms of reinforcement are
  generally labor intensive so consider:
• Delegation
• Filters
• Frequency
• Differences in platform (who sees what)
Celebrities (Twitter and Traditional)

Followers are great but consider
 Klout, Kred and in our opinion upward
 influence
Celebrities (navigating influence)
Upward influence is the holy grail:
Celebrities, Learnings from #MillionDimes

Celebrity and # of followers (2.6 million for
  example) are not necessarily correlated
  with savvy Twitter behavior:
• What is wrong with this tweet?
Celebrities, Learnings from #MillionDimes
When the celebrity “gets it”
their followers often don’t.

Never assume that users
 have a clue. The level
 of understanding of
 Twitter best practices is
 low.
Celebrities, Learnings from Deal of theDay
Fans (from personal accounts can rally
 the celebrity.
This follower (works for the cause)
 convinced celeb
 to retweet.
Brands are special celebrities
A cause got a brand to retweet.
Celebrities often have favorite causes
And sometimes they’ll work for you, the
 cause.
"I’m Gonna Be Your Friend"
Social Media Games & Celebrities As Assets
Bob Marley: “I’m Gonna Be Your Friend”
Social Media Games & Celebrities As Assets
16
Social Media Games & Celebrities As Assets
Gaming, Gamification and Games
The three terms are used somewhat interchangeably but
  there are nuances.
• Gaming is the process of playing games
   • Games of skill
   • Games of chance
   • Time Wasters
   • Puzzles

• Gamification is the use of game-thinking and game
  mechanics in a non-game context in order to engage
  users and solve problems.(Wikipedia).
• Most games fail to maintain momentum, so have
  reasonable expectations.
Gamification elements
Nonprofits need to consider whether they can make
  existing tasks (that help the cause) feel more like
  games. Then layer on elements of gamification
• Rewards
   • Points / virtual currency
   • Achievement badges or levels
   • Filling of a progress bar (individual or teams)

• Social Benefits (bragging rites)
• The feeling like they are getting as much as they give
  (including psychic benefit)
Social Media Games & Celebrities As Assets
Social Media Games & Celebrities As Assets
Social Media Games & Celebrities As Assets
Social Media Games & Celebrities As Assets
Social Media Games & Celebrities As Assets
Social Media Games & Celebrities As Assets
Fastathon Live
Social Media Games & Celebrities As Assets
Promotions (keep in line with your brand)
Promotions are rife with potential legal ramifications
  (particularly contests and sweepstakes).
• Seek legal counsel
• Keep promotions in line with your brand and message
• Consider both platform-specific and cross platform
  promos:
   • Twitter parties
   • Facebook promos with apps
• What’s your activation strategy?

Simple is better (lesson learned by #MillionDimes)
What I’m Excited About
We-Care.com is expanding beyond a
  passive micro – donation platform into a
  cause marketing and communications
  platform. We value your thoughts on:
• Social Media Amplification
• Intersection of Cause Marketing and
  Social Media
• The application of gamification to the
  celebrity – charity link
Fun in Social Media


           #THANKYOU
        Fun in Social Media:
Social Media Games and Celebrities
       as Social Media Assets
             Presented by:
             Kevin Lee, We-Care.com
             Ettore Rossetti, Save the Children
             Conference: Social Media for Non-Profits

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Social Media Games & Celebrities As Assets

  • 1. Fun in Social Media Fun in Social Media: Social Media Games and Celebrities as Social Media Assets Presented by: Kevin Lee, We-Care.com Ettore Rossetti, Save the Children Conference: Social Media for Non-Profits
  • 2. Emotion and Marketing Marketing is about changing attitudes and behaviors. Both positive and negative messages play a role in stimulating emotional response, but what about fun?: • Mentions • Celebrities • Promotions • Games / Gaming / Gamification / Rewards
  • 3. Don’t forget Mobile Increasing % of social media action occurs on mobile devices: • Smartphones • Tablets
  • 4. The simplest form of fun A simple mention, comment or “Like” is the beginning of feedback and reinforcement for supporters. However these forms of reinforcement are generally labor intensive so consider: • Delegation • Filters • Frequency • Differences in platform (who sees what)
  • 5. Celebrities (Twitter and Traditional) Followers are great but consider Klout, Kred and in our opinion upward influence
  • 6. Celebrities (navigating influence) Upward influence is the holy grail:
  • 7. Celebrities, Learnings from #MillionDimes Celebrity and # of followers (2.6 million for example) are not necessarily correlated with savvy Twitter behavior: • What is wrong with this tweet?
  • 8. Celebrities, Learnings from #MillionDimes When the celebrity “gets it” their followers often don’t. Never assume that users have a clue. The level of understanding of Twitter best practices is low.
  • 9. Celebrities, Learnings from Deal of theDay Fans (from personal accounts can rally the celebrity. This follower (works for the cause) convinced celeb to retweet.
  • 10. Brands are special celebrities A cause got a brand to retweet.
  • 11. Celebrities often have favorite causes And sometimes they’ll work for you, the cause.
  • 12. "I’m Gonna Be Your Friend"
  • 14. Bob Marley: “I’m Gonna Be Your Friend”
  • 16. 16
  • 18. Gaming, Gamification and Games The three terms are used somewhat interchangeably but there are nuances. • Gaming is the process of playing games • Games of skill • Games of chance • Time Wasters • Puzzles • Gamification is the use of game-thinking and game mechanics in a non-game context in order to engage users and solve problems.(Wikipedia). • Most games fail to maintain momentum, so have reasonable expectations.
  • 19. Gamification elements Nonprofits need to consider whether they can make existing tasks (that help the cause) feel more like games. Then layer on elements of gamification • Rewards • Points / virtual currency • Achievement badges or levels • Filling of a progress bar (individual or teams) • Social Benefits (bragging rites) • The feeling like they are getting as much as they give (including psychic benefit)
  • 28. Promotions (keep in line with your brand) Promotions are rife with potential legal ramifications (particularly contests and sweepstakes). • Seek legal counsel • Keep promotions in line with your brand and message • Consider both platform-specific and cross platform promos: • Twitter parties • Facebook promos with apps • What’s your activation strategy? Simple is better (lesson learned by #MillionDimes)
  • 29. What I’m Excited About We-Care.com is expanding beyond a passive micro – donation platform into a cause marketing and communications platform. We value your thoughts on: • Social Media Amplification • Intersection of Cause Marketing and Social Media • The application of gamification to the celebrity – charity link
  • 30. Fun in Social Media #THANKYOU Fun in Social Media: Social Media Games and Celebrities as Social Media Assets Presented by: Kevin Lee, We-Care.com Ettore Rossetti, Save the Children Conference: Social Media for Non-Profits

Notas do Editor

  1. - We also do Facebook and Twitter posts whenever possible. We found that Twitter hasn’t really worked as well, so we’re less motivated about those, but Facebook (particularly the cause pages) tends to be a great avenue to get the word out.
  2. - We also do Facebook and Twitter posts whenever possible. We found that Twitter hasn’t really worked as well, so we’re less motivated about those, but Facebook (particularly the cause pages) tends to be a great avenue to get the word out.
  3. EBM Song lyric image