#TIMRACE & #TIMSTADIUM: Gamify your Sport Events!

Today at # SMWMilan I attended a very interesting event that raised the entire social community the power of Gamification.
The connection between game, fun, sport is winning in Italy.
But let's go step by step. The event had a very technical subject, as was the reputation of the panelists: SOCIAL TV, THE AUDIENCE HAS AN AUDIENCE. socialmediaweek.org/milan

Keynote Kenyatta Cheese followed by 3 Italian super-experts: Carlotta Ventura (Telecom Italy), Matteo Cardani (Publitalia '80) and Giampaolo Colletti (AltraTV and author of the book “Social TV”).

The goal was to talk about and analyze the phenomenon usually known as “Second Screen”, but it is impossible not to note the essential, valuable and disruptive effect of the mechanism of gamification that have been applied.
Everything starts with #TIMRace, the first experiment of Social TV applied to the MotoGP World. During the last Misano MotoGP in Italy, thanks to an agreement between TIM (Telecom Italia Mobile operator) and Mediaset (Italia 1 was the official TV network that broadcasts live MotoGP in Italy), commentators have launched a contest via Twitter. The average support it was not strong: 4 times 10" advert before the race plus a 40 seconds long promo on the day of the race, some super impression live.

Suddenly a digital race, personally engaging people who habitually follow the MotoGP race, start. Clear mechanism: each tweet and retweet counts as one point. The winner will be mentioned live and will virtually win the Pilot and the Team supported.
Entering ww.timrace.it, it was possible to follow, in real-time, tweets, rankings, the speed and the amount of messages coming to the platform. The passion for MotoGP and bikes, one of the main drivers of the target, flooding the social scene.

Incredible data results: 48 million reach. 200 tweets per minute as peak number of messages specifically containing the dedicated #tag.

Case study repeated, again in MotoGP, but this time during a Spanish race. A new success: 27 million reach for MotoGP of Valencia live broadcast in Italy, the last race of the season.

End result: 10,000 Unique Visitors of the site;  Reach of 75,000 people. On this basis, by the same mechanism, the contest starts in the field of Soccer, Serie A TIM, as well: # TIMSTADIUM. Naples- Rome is the 1^st match and then another 6 games: the passion of social fans is generating engagement and fun. 3.000 tweets per minute for some #tag linked to the challenge. Someone already talk of TIMStadium-MANIA: 273 million impressions, reach 13 million, 21.000 unique visitors of the site.

Gamify your sport events: success guaranteed!

@GamEventing

@PTeoducci

"WEETING": A NEW COLLABORATIVE FORMAT FOR PARTICIPATION.

One of the barriers is the lack of online culture by the management, frightened by the absence of hierarchical barrier of modern means of socialization. What can we do? Let’s speak about them with NICOLA FAVINI – DG LODOTEL www.logotel.it |@ilnikkio

My answer is an example. 

Event:  a management convention of 300 people for a World Insurance Bank . We have created a format that we have named " Weeting": instead of meeting with me, we stress the we-point-of-view in a “Weeting”. A format that we have created and suggest to adopt if you plan events and content that are intended to stimulate participation.There are some speech , but what is that thing that is missing in most of events? The possibility for people to think . Final Q&A are often pitiful time waste. Then we twisted logic. We create a sandwich: we are constantly on three stages. An inspirational starting speech for beginning: a manager speaks for 15-20 minutes ( because, as the TED teaches, you can say clever things even in 15 minutes); in the middle a moment of collaboration for small groups: 10 minutes given to participants to go in deep among themselves about what they heard , and finally a moment of discussion; 15 minutes of conversation between the speaker and the audience. Since we use this format I have not encountered the problem of stupid questions or provocative/controversial intervention. If the keynote speech is inspirational, the questions that are accessing the discussion are inspirational. If the speaker is not inspired, edgy or stupid, there come out boring, edgy, silly questions. Carryover then the responsibility to those who do the speech.What happens online? Let’s say a weeting live. Again, much depends on the moment and content.

Happy to say this is an application of the 360 cycle aproach Steen Elsborg/Ib Ravn suggested in Learning meetings and Conferences in Practice [2007]: From Top/Down (KNote Speakers), to Peer2Peer, to Botton Up......all together in a Weeting!

@GamEventing

@PTeoducci

GAMIFICATION IT IS ALL OVER, BUT ONLY ENGAGEMENT BY DESIGN IS EXCHANGE OF VALUE.

Are you applying Gamification techniques for your clients? Can you see advantages or barriers, by customers, to such an approach on gamification? Do you register a specific request for gamification from the client side? Let’s speak about with NICOLA FAVINI – DG LODOTEL www.logotel.it|@ilnikkio

The question is unexpressed. This thing is an interesting starting point. 

From the moment you help clients understanding that in fact they already live in a world based on gamification, they discover that they did not know about. When you explain that gamification is that stuff that push you to colletc Esselunga’s “Strawberry-points”, to check in into a place to unlock a badge on Foursquare, to suggest people on Linkedin to make you a round of applause when you change jobs, they finally understand.

Today gamification it is all over.

We like to see the logic though: what is it behind the engagement?

We walked through the subject enough. We have developed both supports and methods which contain the concept of “Engagement By Design” and what it means to design and draw the engagement.

Engagement is always based on a logic of exchange. If there is an exchange of value, things work.

The trigger, the incentive, this exchange can also be mysterious, but the important thing is to create these dynamics and logic of everyday engagement.

For example if you have a community of 1.000 financial advisors you can engage them because you need them to do something when they meet customers.

Engagement is a long proces. For example you can carry 300 people in a week to tell and testify activity and unlock badges that allow them to qualify on training. One of our customers has done a great thing. He designed a model so if you do training you win “your” training. The amazing thing is when you bring people to understand that a moment of reflection on line, reading mail, watch a small video can actually be content to turn a prize. So people unlock the virtual credits that allow them to unlock more training . The difference is that the first line is the one that gives you the company and the second is that you want. This, we think, it is engagement via gamification .

Can you apply game dynamics to motivate, engage, train using virtual or collaborative platforms with internal/external social visibility  for a company?

If you see the engagement of a community of professionals or managers as a process, a story, a storyboard that you have to plan, even if there are not physical moments together, the project can work any way .

The majority of communities on which engagement works, start in a virtual environment. Usually they benefit from a moment of gathering together, meeting, joining classroom which is definitely important but not necessary for the development of the community itself. The important thing when it comes to virtual platforms, is to respect the freedom that these platforms give.

If you do a call-for-action, ask people to log into an environment where they receive information, where they see a brief, where they trigger to do things, where they can digitally testify thanks to the usage of tools provided by the platform ....... writing a comment, posting photo, acquiring information that allow them to do more ..... putting all these things in a sequence or in a storyboard and build all the time knowing that it is a prerequisite to trigger the next moment, and you have a nice overview and objectives .... it is not easy job, but it is working.

An example. We have created, with a very low budget, a large training project, based on Webex, in the automotive world (as an alternative to the classic road shows): they had to talk about regulatory changes in the field of consumer loans. As a first step, we have prepared a mini website that gave a whole range of information;  then we put other content, we invited people to ask questions and, finally,  we created a schedule of 12 meetings using CISCO’s Webex collaborative platform, dividing participants by territory and distribution channel). People were allowed to partecipate but only having studied and having prepared the content. They already  knew the subject they studied before when a 15 minutes speech by a trainer who countered the main points of the material, started. Then, in each virtual classroom was created a forum to debate live on a limited number of participants.

In two weeks, 800 participants from all vendors, logged in, inscribed , did the pre-work before the Webex, participated in small groups, have fueled a forum and at the end, if they wanted, attended the final forum in which they found all the FAQ, with a question time open to everyone. All information has become a paper delivered electronically to the community. We calculate people have committed 3 hours of work during the two weeks period: If we had an event streamed 3 hours continuously, up to 800 people , we would not have had the same results .

@GamEventing
@PTeoducci

SELF-GENERATED MOTIVATION IS THE FUEL

Business Collaboration, Gamification, Team Building, Social Media, Meeting and Convention. 

Let’s speak about them with NICOLA FAVINI – DG LODOTEL www.logotel.it |@ilnikkio

All the activities you mentioned in the question, or are either content or context or containers for the change processes of a company.

I will use many times the "C" because you know that "C" are the words of the new language: Contacts, Content, Context, Collaboration ..... "Co" is a prefix always used for the more interesting subjects.

We are practicing all these techniques, mixing  and unpacking  them every day to help our clients to make more effective and efficient large transformation projects.

But I can say Business Collaboration is the effective glue of all the other because Gamification is a way to activate the business collaboration, team building is a mode, social media is a tool, a technology, a philosophy for meeting and convention events: today you can’t achieve results if you are not playing around the logic of Business Collaboration.

They all have something in common: technology and/or motivation. How have they evolved over the past 2 years, according to Logotel?

When you find yourself planning an event, a process or an activity of collaboration, technology is now so commodity that should not create a problem but follow the ideas. I lived in the world where technology was enabling. Today's technology follows the ideas. We must not produce more projects, processes or events technology-based. Technology is enabling, it is a tool that makes things happen and now you can do everything at very low cost in super-efficient way. Today, many companies have already internal capability and new generations of people, able to independently manage a lot of things.

Today you have available responsive and liquid platforms with which you can do anything. Open source allows you to create an interface in two days man, which allows you to exchange text messages, @ mail, tweets, everything that you need to be able to connect and communicate with people ..... that (thank goodness!) has learned to use that technology. All those who belong to our targets have a Facebook profile, have posted a photo or played on Instagram: even if they are not techno-natives they are either techno-developed or techno-acquired.
So I have little to say about technology. Instead you have to dwell on motivation.
Motivation is the fuel.

We always thought that motivation was “hetero-generated”, meaning self-generated.

I'll give you an awards……I will make a round of applause……..I'll put you in the middle of a process that encourage you to reach badges... which is cool, but I think the reason is not only that. Obviously I'm not talking about the incentives.
I think motivation is to put people in a position to do well what they want to do. Then motivation becomes very simple, if you think about it.  The reasoning in the logic to achieve individual success: a micro-success as well.
Then, that's fine too to give a pat and grant the applause, but personal success should be the real and central goal.

@GamEventing

@PTeoducci