Do You Use #gamification in your social media strategy?
Core Drive Number 4 - Ownership and Possession
This is as simple as it gets - if you own something - you care about it, you want it to be perfect, you fight for it, you protect it.
This drive is related to virtual goods, currencies and the urge to accumulate wealth. On the other hand if you have invested a lot of time customizing something to your liking you are more likely to feel ownership towards it.
Our brains are quite complicated, but if you look from a certain perspective you might find things are actually quite simple. There are a lot and I mean A LOT
of processes going on in our brains that makes us feel a bond with something or someone, but basically if you own something or you feel ownership over it you have much stronger bond, connection call it whatever you like (even if you don`t like the said thing
Lets pretend you are in first grade school and give one of the children there a rusty toy, it will most likely just put it away and not care about it at all, that is until another child gets near the toy and want to play with it, at this exact moment the first child will start caring what is going on with the toy.
Another obvious example of Ownership and Possession
Many people in their workplace feel that they are there doing something for their boss and they are not as productive as they can be. But if the company manages to install more ownership in their employees either by giving more control, or by giving them a piece of the pie ( making the success of the product, a success for the employee as well ), this is when people start working tirelessly for the idea.
There are basically two types of points that you can give to your users through gamification
- Status Points - Where people can see where they stand among other players and get a sense of how well they are doing. There are of course different types of status points ( for daily quest, challenges, overall progress and so on ), but these are just more advanced systems
- Exchangeable Points - Where people can use them to get other valuable items, either in-game or in real life. Again there are some advanced systems that give players the chance to trade and send thеse valuables with people in or out of the system
- Combination of both - Most well done gamified systems use a combination of both Status Points
and Exchangeable Points
Gonna make a tiny step back and give one more example of how "*Ownership and Possession*" can manifest itself on the Web.
Whenever someone spends time customizing its avatar, profile, page, gallery it is because of that sense of ownership and the more time it spends the stronger the feeling.
Anyway keep in mind that all 8 core drives work together and you can not go all the way by just implementing one of it. There needs to be a balance cause if you make
someone spends too much time customizing without giving him a Win-State (Goal) you will most likely lose him.
You can watch this 2 great educational videos:
- Part 1 - goo.gl/pEySvT
- Part 2 - goo.gl/ADnI0L
As always I expect your comments, questions and critiques.
Professor Chaos #contentmarketing #socialmedia #socialmediamarketing