Tag: klout

  • Gamification – Level 1

    Yes, it is quite the shiny new object in the marketing/enterprise conversations around the web. One of the positives is that there are always new and updated resources in addition to some well thought out perspectives from advocates as well as naysayers on its applications on the consumer facing side, as well as the business side. For starters, I quite liked this ‘Gamification and its discontents’ deck (via Tom Fishburne’s post on gamification) that is meant to serve as a primer before marketers set out to apply ‘gamification’.

    But though it’s very early days in terms of a structured approach to the concept of gamification, I’m quite upbeat on it. One of the primary reasons for that is its inherent application that has been happening throughout my life so far. The education system’s ranks and grades (performing x task well earns you y points) not only decide entry into schools, colleges, universities and the progression there abut also gets to dictate a lot of ‘real’ social experiences within (standing among peers, popularity) as well as without. (the varying reactions to the answers to ‘Where/what do you study’? in a social gathering) Many systems have even learned how to factor in different kinds of activities – say, sports and academics, as well as types of pedagogy. A constantly evolving ‘rank’ is built over time and the badges earned and the places they’ve been earned at also have a hand in the work stage that happens immediately after education.

    From landing the first job to designations that happen later, we continue living in a world of points and badges. In fact, I had tweeted some time ago that gamification already existed in the enterprise in the form of designations. The badges also continue to affect real life through the other reward -the salary we get, which is a function of what we have done so far as well as what we are doing. Other acquisitions from that (car, house, vacations, contacts in the phonebook) decide social standing and open further ‘game’ opportunities. I can visualise life as one gigantic gameplay with said and unsaid rules. The badges and rewards were a system unto itself, until our own evolution made us rethink this. The result has been a linkage to a larger life purpose for many of us. Some of us do this within the existing structures, while others make their own niche/walled structures and rules. But that’s a different post. Meanwhile, unlike most other games, there’s only one life, and that’s what probably makes it more exciting. 🙂

    When social networks came into our lives, we first had fun connecting with friends and potential friends, and then immediately sought to apply gamification by comparing number of friends and followers, #ff, recommendations, lists, circles and so on. Also arrived continually evolving systems to measure our activities – as a factor of presence, reach and credibility across networks – Klout, PeerIndex and Kred, for example. Increasingly, they will impact and even integrate with our ‘real’ game. My point is that we seem to inherently understand gamification and more often than not accept this. Hence, my belief that well thought out applications – consumer or enterprise, have a good chance of succeeding.

    I just realised that the ‘introduction’ itself has been a long drawn one. So I’ll wait till next week to share my thoughts on application.

    until next time, game on

  • Influence, Decision Making & Data

    It’s been just over a year since my last post on influence, but a couple of very interesting articles, and a few advances and observations makes this a good time to visit the subject. I am in touch with both the custodians of my influence these days – Klout and PeerIndex, and like to experiment with them. (the rise in Klout a few days back is the result of one such 🙂 ) They are obviously in early stages, which is probably why I think they can be gamed, despite their stout denials, and also why Klout considers me ‘influential’ on the topic of lottery. (thankfully Pakistan has been removed now)

    What I did find a bit disconcerting was the usage of these scores in brand strategy/promotions. (relevant link at the end of the post) The basic thought here is to identify ‘influencers’ and engage them for various purposes – from product design to communication, advocacy etc. Not a bad thought in itself, but I wonder if it is way too early in the evolution stage to try this out, because there are way too many variables, including trust, involved and many of them have probably not even been acknowledged, let alone tracked and measured.

    The consumer decision making process is itself undergoing massive shifts thanks to an ever increasing slew of communication platforms and services, which allow consumers to speak to brands, and other consumers, and has mechanisms for rapid and wide spread. For example, I saw an interesting perspective, which replaced the traditional funnel with a ‘consumer decision journey’ and discussed the need for changes in the brand’s approach so that different functions can be better aligned.

    For a different perspective, take a look at this presentation (via Vijay Sankaran)

    Social Media Monitoring – Finding Relationships

    It makes a good case of why algorithms and ready made dashboards may not be the best solution possible to even finding the ‘right’ ‘influencers’. The way I see it, the current social platforms are only portion of the data, and there are going to be many more layers and sources. (earlier post ‘Data beyond Social‘)

    But even though many, including myself, would agree to the observations in the presentation, the ways to scale it are still blurred because I’d say the human component still has a major role. But that might be something that will change in the longer term. In the short-medium term, considering the $ spent on many a media blitz, a better allocation of $ resources – into collecting and then converting the data deluge to actionable information – is what is warranted.

    until next time, influence shell

    The promised link: Involver is a platform that has partnered with Klout to allow brands to “interact with and reward fans on Facebook based on their Klout score” (via)

    Bonus Reads: Resolving the Trust Paradox, and Prem’s post on ‘social’ in the buying process.

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