“The opposite of play isn’t work, it’s depression.”
The above quote served as the introduction to a presentation on using the science of play to create better association events by Julie King during the CSAE Trillium Chapter’s Summer Summit. King would go on to talk about how play can engage an association’s members and, in another presentation, how organization’s can use the elements of gamification to create a better member experience.
While gamification (the practice of applying the typical elements of game playing to other activities) is often associated with mobile apps, there’s no rule saying that it has to be restricted to the online world. In fact, during King’s presentation, several discussions among attendees resulted in ideas for how associations can use gamification in all areas of their operation.
Having said that, gamification is a perfect fit for association’s looking to boost their social media efforts. By using some of the elements of game play in social media strategy, associations can engage members, promote their services and increase the value they add to peoples’ lives. Here are a few elements of gamification and some ideas on how to integrate them into your social media efforts.
Nothing captures peoples’ attention like a good guessing game. Working towards a big discovery is a key part of game play and gives everyone an opportunity to not only focus on the end result, but on the experience and the process as well. Incorporating mystery into your association’s social media strategy every once in a while will give your members a chance to see what your organization has to offer from a different perspective while also giving them a feeling of accomplishment.
Integrating mystery into social media can be as complex or as simple as your association wants to make the task. Achieving an air of mystery can be as simple as asking a trivia question about your organization or industry on Twitter or Facebook. For example, you can tweet the question, “Who was our first president?” or “What is the name of the article on page 12 of the latest issue of our magazine?” Racing to find the answer and be the first one to solve this ‘mystery’ provides an opportunity to engage with members, for members to achieve something and for you to drive traffic to areas of your association you want highlighted.
If you want to go a little more complex, social media platforms like Instagram and Snapchat are ideal for creating mystery. Providing visual clues for members is a great way to get them engaged and invested in the outcome. For example, post a portion of a picture that defines the location of your next event and have your members guess where the annual conference will be next year. It’s a fun and engaging way to get your members thinking about an upcoming event and give them some stake in the outcome. You can even award a prize to the first person who guesses correctly, which brings us to the next element of gamification…
Everyone likes getting rewarded for their efforts against fierce competition, whether it’s a trophy for winning the big golf tournament or the accumulation of “money” in a video game. Rewarding your members for a job well-done on social media is a great way to engage members and recognize them for their efforts, which means they are getting more value out of your association.
Again, using a reward system on social media can be as small or as big as your association wants. For example, ask your members to submit ideas for topics they would like to see as a webinar or conference presentation. Collect them and pick a winner who could receive a discounted conference registration or free attendance at the webinar. You can even go a step further and take some of the best ideas and pit them against each other in a bracket-style showdown for the best one. Members can vote each day through Twitter and Facebook (and Instagram and Twitter and LinkedIn, etc.) and the person who submitted the top choice could receive a prize.
If you want to go for something even more creative, try a project like Twitter Bingo. Twitter Bingo works like normal Bingo, but instead of numbers for each of the squares, there are tasks that can only be completed through Twitter, such as retweeting the association, mentioning another member in a tweet and tweeting one fact about the association. You organization can send out the Bingo “card”, members would complete the tasks and send the card back with screen-shot proof and either receive a prize or be entered to win a big reward.
Storytelling is one of the best ways to learn. That’s the reason children are taught important life lessons through fairy tales and nursery rhymes and why some of the most popular video games in the world have great story lines. Stories need a good narrative to be successful and there is no better place to get your association’s story out than through social media. By incorporating this element of gamification into your online efforts, your association can connect with members and help educate members about products, services and value in an engaging way.
Integrating a narrative into your association’s social media can be done in a multitude of ways, both big and small and at any point in between. Depending on the platform, the narrative is going to look different. For example, if you association is on YouTube and wants to create a narrative about its conference, you can follow a first-time conference goer around and film his/her experience, edit it together and tell the story of the event through the eyes of a newcomer. This allows you to highlight the event through a unique perspective and one that your members will value. You can also create a recap of your event on YouTube and Instagram or tell the story of an award winner, the organization’s lobbying efforts or its history through a blog or a Facebook post.
If you want to try something a little more complex with a narrative, you can create a Choose Your Adventure blog post to promote your next event. Create multiple scenarios around the story of attending your next event. Members will need to navigate through the scenarios to reach a successful end. This creates a situation in which members will subtly learn about the features of the conference while having fun and being engaged. It also incorporates the concepts of mystery and reward into one project, making this blog post an all-around gamification superstar.