Facebook Location Services How the Game Has Changed

Today Facebook made a significant announcement regarding the future of their location services. Below is pulled directly from today’s post.

Tag Locations in Posts

Before: You could only “check in” to locations using the Places feature on a smart phone.

Going Forward: Now you can add location to anything. Lots of people use Facebook to talk about where they are, have been or want to go. Now you can add location from anywhere, regardless of what device you are using, or whether it is a status update, photo or Wall post. Of course, you can always choose not to add location at all.

As a part of this, we are phasing out the mobile-only Places feature. Settings associated with it are also being phased out or removed. (You can read more about how location works and settings affected here: http://www.facebook.com/about/location)

This is a significant move on the part of Facebook as it takes them out of emphasizing the check-in game and extends the amount of potential data available ge0-targeted ad placement. Checking in will still be available as part of the platform but the onus is now about appending content with location.

To be direct, Facebook views itself as an advertising platform. With the ability to drive significant impressions and higher than average click-through and engagement, the ability to target advertising is the key revenue driver for Facebook.

By tying location to the past (Share where you have been), present (Share where you are) & future (Share where you are going) model and integrating location with content, the context of the post + location can provide additional relevance to marketers looking to connect and drive behaviors with Facebook’s plethora of users.

How this will potentially integrate with Facebook deals is still unknown. This is a logical shift on Facebook’s part and gets them out of direct competition with the gamified geo-location services while driving additional data to further strengthen their advertising position.

Smart move by Facebook.

Follow Tom Edwards @BlackFin360

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15 Examples of Gamification & Brands

Outside of the recent flurry associated with Google+, the one term that has been top of mind throughout the digital space recently is gamification. Gamification is a term used to describe organizations using game mechanics to drive engagement in traditionally non-gaming products. There are examples of gamification everywhere in our daily lives and many brands are integrating game mechanics in unique and compelling ways all with the purpose of driving user engagement.

Below are 15 examples of Gamification and how brands are capitalizing on the trend.

Xbox Live | Achievements, Leaderboards | Microsoft struck a chord with traditional gamers when they first rolled out achievement points. Users can earn a certain amount of gamerscore by completing specific tasks or actions in game.  This simple addition had a profound impact on the space as nothing to date had motivated behavior to play titles beyond ones taste for specific genres while also creating an aggregate & visible record of your gaming prowess. Brands took note of the trend and the loyalty that users developed in their pursuit of gamerscore & bragging rights. I attribute the current craze of achievement based gamification to the success of Xbox Live & achievement points.

E.g. Gamertag

Foursquare | Rewards, Badges | Location based services such as Foursquare, Gowalla & Facebook Places have redefined game mechanics in non-gaming products. Users and brands alike have taken notice and Foursquare stands out with 10 million users on a platform that was built around solid game mechanics. Users can claim mayorships, unlock badges, receive special offers & rewards such as discounts to specific retailers while also tracking against friends via a leaderboard.

Examples of Foursquare Badges

Example of Foursquare/NFL Super Bowl Rewards

Example of Foursquare/Pepsi Reward from SXSW 2011

Foursquare leaderboard sponsored by Pepsi

Gowalla | Virtual Goods, Badges, Rewards | Like Foursquare, Gowalla has had an impact on brands by incenting location based check-ins while incorporating virtual item reward programs that then translate into physical goods.

Example of Gowalla badges/pins

Example of Virtual Goods/Physical Goods

GetGlue | Badging, Rewards | The gamification of entertainment has been growing significantly over the past year. Similar to how individuals check into physical locations with services such as Foursquare & Gowalla, now it is possible to check into entertainment destinations such as your favorite TV Show, Movie, Music, Video Games, etc… With players such as GetGlue, Miso, Philo and Tunerfish all vying for your entertainment check-in, each platform offers different mechanics but each is built on the foundation of game mechanics such as badging & rewards through various brand partners.

Example of GetGlue Sticker tied to TRON

Example of a GetGlue Reward that offered 40% off of Mad Men on Blu-Ray or DVD

Linkedin |Progress Bar | Linkedin offers a small example of gamification by incenting users towards 100% profile completeness with a progress bar that is visible while on the edit profile page. By providing a visual representation of your profile completeness Linkedin hopes to trigger behavior that drives us towards completeness.

Example of Profile completeness

SalesForce | Leaderboard, Achievements, Leveling | Salesforce has taken gamification to another level with this addition to the popular CRM platform. With Engage, Salesforce users activities within the system are tied to various game mechanics and offers direct competition with other users within their organization. By incorporating this level of competitive visibility organizations can capitalize on surfacing different behaviors and hopefully drive additional engagement with their systems.

Example of SalesForce’s New Gamification Dashboard

Mint | Achievements, Progress Bar | As discussed on Mashable, Mint is offering a Financial Fitness Score that is based on core game mechanics associated with task completion, progression & achievements. By taking an ordinary exercise and creating a casual gaming experience, mint is creating an opportunity to drive new user acquisition in a creative way.

Example of Mint Gamification

Example of Mint Point Acquisition

CheckPoints | Virtual Currency, Rewards | CheckPoints incents users to engage in retail settings via compelling game mechanics. Users are incented to scan specific products in exchange for CheckPoints which can then be exchanged as a virtual currency for rewards such as gift cards. Brands can create compelling programs with CheckPoints to drive retail activation and product engagement all based on gamification of the shopping experience.

Example of CheckPoints Scan for Tyson Chicken

Example of CheckPoints Rewards

Shopkick | Virtual Currency, Rewards, Contests | Similar to CheckPoints, ShopKick also offers incentives and game mechanics for users to engage with specific products. By incenting users with specific offers prior to entering a retail location, ShopKick users can then interact with those products in store and earn points which translate to virtual currency. ShopKick also incorporates a hyper geo-targeted approach to driving engagement as shown below. By rewarding behavior by simply entering a participating retailer, ShopKick can influence behavior via a game mechanic.

Example Geo-Targeted Gamification associated with Target

Example of ShopKick Rewards

Hallmark | Facebook Credits, Virtual Goods, Gifting, Sharing | Facebook credits have become the default currency tied to Facebook’s ever popular social games. Beyond the social game mechanics brands are leveraging Facebook credits to incent users to interact with specific content. Hallmark incorporates many game mechanics into it’s Facebook application the Hallmark Social Calendar.

Example Hallmark Social Calendar and Facebook Credits

Example of Hallmark Social Calendar Gifting

Example of Incenting engagement via Points

Starbucks | Leveling, Rewards | Starbucks has incorporated game mechanics into it’s popular loyalty program. By incorporating multiple levels and associated rewards & perks per level with a progression tracker, users are incented to continually engage with the brand.

Example of MyStarbucks Rewards

Nike | Achievements, Badges, Challenges, Rewards | Nike has redefined running with Nike Plus. The ability to track, share, challenge and interact with like minded friends & runners across the world has been wildly successful. By incorporating game mechanics throughout the program Nike is able to create an engaging experience that transcends the real world activity.

Example of Nike Plus Goals & Challenges

Example of Nike Plus Progress bar & Leveling

Buffalo Wild Wings | Trivia, Challenges | Buffalo Wild Wings has been adept at carving out their place in the social ecosystem. By leveraging powerful platforms like Vitrue and partnering with Scvngr, they have created an engaging social persona that has served them well with over 5 million fans on Facebook. In terms of gamification they incorporate trivia regularly into their wall posts as well as incorporating online challenges tied to rewards.

Example of a Buffalo Wild Wings program that incorporates Scvngr

Microsoft | Achievements, Contests | Ribbon Hero is a creative game mechanic driven tutorial now in Microsoft Office. By completing specfic tasks and challenges you can then integrate Ribbon Hero with your Facebook account to compare how adept you are vs. your friends.

Example Ribbon Hero

Image via Geek.com

American Airlines | Progression Bar | A simple game mechanic is used by American Airlines to visually represent your current elite status qualification.

Example of American Airlines mobile app

As you can see many brands are capitalizing on the trend of integrating game mechanics into their non-gaming product offerings to drive engagement. What are some other examples of gamification by other brands?

Follow Tom Edwards @BlackFin360

BlackFin360