Community Rules: Using Gamification to Drive Publishing and Community Engagement
Moderator: Greg Johnson, Fooda
Jesse Redniss, USA Networks
Rajat Paharia, Bunchball
Michael Ahern, MLB
Esteban Contreras, Samsung
Brandon Evans, CrowdTap
What do Twitter, democracy and crowdsourcing have in common? The answer is you. Community has shown to be extremely powerful in driving engagement with traditional campaigns and entertainment outlets. Once the domain of fan made content and independent websites, media brands have begun to give notice to their supportive community through gamified campaigns and community management. In return, businesses have an invaluable source of opinion and information in order to shape their own products. Beat the GMAT, USA Networks, and Bunchball share insight in how to successfully manage and support a community.
The Gamification Summit brings together top thought leaders in game mechanics and engagement science. Hear what works and what doesn't in this dynamic and fast-moving field through case studies, keynotes and panels delivered by experts such as Gabe Zichermann (Game-Based Marketing), James Gardner (Spigit), Jon Radoff (Disruptor Beam), Michael Wu (Lithium) and Alexandra Wilkis Wilson (founder of Gilt Groupe). Learn how game mechanics and the new science of engagement are rewriting the rules of brand marketing, product design and customer acquisition and get your business in the game.
Michael Ahern is the Associate Director for Fantasy Sports and Gaming at MLB Advanced Media (MLBAM), LP, the interactive media and Internet company of Major League Baseball that manages the official league site, MLB.com, and each of the 30 individual Club sites. In his role, Ahern develops and maintains highly scalable online gaming platforms for mobile and web users. Ahern joined MLBAM in January, 2008. Ahern holds a B.S. And M.S. in Computer Science from Columbia University and is an M.B.A. candidate at the NYU Stern School of Business.
Esteban is the Social Media Manager for Samsung Electronics America, where he leads the strategic direction, management, execution, and measurement of efforts that enhance and humanize the Samsung brand online, including Samsung's growing presence in social media and the integration of social technology into broader marketing campaigns, CSR efforts, and Samsung.com.
Brandon Evans is a co-founder and the CEO of Crowdtap, the first on-demand network for consumer participation that enables leading brands and agencies to easily tap insightful and influential crowds of people. Crowdtap's game driven platform excite a rapidly growing member base to participate in a variety of crowdsourced marketing activities that drive brand innovation and peer-to-peer marketing via social channels on and offline.
One of the pioneers in word-of-mouth and social media marketing, Brandon Evans is well versed in emerging technology, consumer collaboration, and the evolving marketing landscape. His work has spanned three successful startups, as well as the development and execution of results-driven social marketing strategies for the likes of Pepsi, Microsoft and P&G.
Brandon is a regular contributor to leading publications on the topic of social media and marketing. He has also written several white papers on the topic: Consumer 2.0,Millennial Mom 101 and Millennial Inc. He is a graduate of The Red McCombs Business School at the University of Texas in Austin.
Greg Johnson is VP of Technology and Marketing at Fooda, an early stage venture in the hyper-local services space. Formerly Vice President, Digital Ventures at Playboy Enterprises, where he was responsible for new digital initiatives and development of strategic partnerships. Johnson was instrumental in defining Playboy’s lifestyle-content strategy and development of Playboy’s Miss Social program, the company’s first foray in to social gaming and gamification.
Widely recognized as the father of gamification, Rajat Paharia founded Bunchball in 2005. Since then, he has parlayed his unique understanding of technology and design – along with a preternatural ability to recognize patterns – into the creation of a company whose market-defining solutions have helped engage customers and motivate employees at a wide array of companies, including IHG, Mattel, T-Mobile, Bravo, VMware, Electronic Arts, SAP and Kimberly Clark.
Jesse Redniss is the Senior Vice President of Digital for NBC Universal/USA Network. In this position, he oversees all digital efforts for the various USA Network properties. Since joining USA in April 2005, Redniss has played a pinnacle role in the digital restructuring and growth of the usanetwork.com properties, which has driven a major shift in the industry and competitor’s online efforts. During his time at USA Redniss has lead the digital team to achieve unprecedented growth, resulting in triple digit increases in traffic metrics year-over-year. Before joining USA, Redniss worked as a digital supervisor at Tangible Media on the Atari and Midway games accounts and several leading advertising agencies specializing in media planning, buying and interactive strategy. Redniss has also held positions within the music industry at Volatile Media and SONY 550DMV. Follow Jesse on Twitter @jesseredniss
Rajat Paharia, founder of Bunchball, cautions against believing that game mechanics will engage users indefinitely. Using Foursquare as an example, he commends the service's gamified design for attracting new users, but sees no lasting value for those who earn badges and points.