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In any industry, the need to manage your brand's community is pressing. Companies have invested significant resources into building community on social networks, but as Facebook and other social media sites continue to block access to your user data, smart marketers and business leaders are realizing that the real value of social engagement is found on their own web properties and applications. Gamification offers a means of applying the benefits of social engagement directly to your properties. It is a proven business strategy that enables businesses to influence the behaviors of your entire community, and exceed your user-driven business objectives.

Social ads are increasingly assuming mainstream status, as brands focus on devising newer ways to engage user attention. While traditional advertisers focus on targeting users with contextual ads wherein ads are served on the basis of content, in social advertising factors such as peer and social influences as well as recommendations are taken into consideration for targeting users. Rapid increase in social media activities in the recent years has driven advertisers to take up social ads.

"The problem with formal learning is that it's inherently abstract: no matter how engaging and dynamic it is, it's always one step away from our everyday reality. When people leave the event and go back to their real lives, real jobs and real pressures, it's always hard to bridge the gap. Whilst workshops can be very enjoyable, drawing the links back to reality is a challenge. Which is where social and collaborative approaches come in."

One of the biggest challenges these efforts face, whether they are internal or external, is that engagement via social media is generally perceived as a voluntary activity.

The more we win, the more we want to play. Human beings are competitive animals, even when we claim not to be, and rare is the individual who doesn't take pleasure in winning. Gamblers understood this long before Bugsy Siegel broke ground in the Nevada desert. Both Las Vegas and the minds behind rewards and fidelity programs have spent decades capitalizing on the human need to win. The video game industry would vanish if it didn't continue to exploit our thirst for competition-and victory-with its aggressive approach to keeping games fresh, challenging, and in many cases, incredibly addictive. Along the same lines, social networks such as Facebook and LinkedIn have employed "gamification" to engage their constituencies, keep them coming back for more, and perpetuate their business models with new users. As these tactics are proving to be invaluable in consumer-facing applications, companies are beginning to adopt gamification strategies for nongaming business activities like employee engagement, sales force motivation, and relationship building with partners. Far from being just another entry in the buzzword lexicon, gamification is changing the way companies do business.

Gamification, the use of gameplay mechanics for non-game applications, is transforming online news into an engaging, social and fun activity. It's quickly becoming the next frontier in web and mobile technology.

Gamification is the latest buzzword on the street. It ranked a keynote panel session at Enterprise 2.0 in November and it was one of two main topics discussed at the recent Institute for Social, Search and Mobile Marketing (ISSMM) K1 Executive Roundtable.  

Marketers will spend over $350 billion advertising on the web this year "betting" that they will reach the intended market of buyers. Advertisers create slick campaigns "betting" that they will get the markets attention to their offering. Betting is a game, sometimes you win and most of the time you lose.

Slides from my keynote this afternoon in Paris at the Enterprise 2.0 SUMMIT. Overview of where social business is, what the macro trends are, and the story about consumerization, big data, analytics, and much more.

Gamify Your Marketing Strategy and Reward Social Influencers" by Mara Lewis, Co-founder and CEO, Stopped.at Leveraging gamification principles as part of the user experience and value proposition magnifies the effects of recognition and subsequently, the engagement of all users, power or casual. These principles help to package and promote recognition across the site so users interact and respond to it more often and to a greater extent.

At its core, gamification is about one thing: fun. In today's competitive battle for mindshare, games are the most effective tool for leveraging technology, rising above marketing noise and engaging the socially networked consumer.

"Over the past few decades, Moore's Law, processor speed and hardware scalability have been the driving factors enabling IT innovation and improved systems performance. But the von Neumann architecture-which established the basic structure for the way components of a computing system interact-has remained largely unchanged since the 1940s. Furthermore, to derive value, people still have to engage with computing systems in the manner that the machines work, rather than computers adapting to interact with people the way they work."

Learning can be fun when you make a game out of it. That premise underlies the decision of an online learning platform to use game mechanics to engage college students. It works by motivating students to join, participate, contribute and share their successes.

I wrote a post about Gamification last week and this week, I want to dive into more detail about how to apply gamification and game mechanics to a community site.  It is interesting to see gamification now being applied in a marketing/website/community context, because many marketers and community managers have already been using these techniques to build engagement for several years.  But I am more than willing to jump on the gamification bandwagon if it helps push the boundaries for other marketers and community managers.

"Thinking. The capacity to reflect, reason, and draw conclusions based on our experiences, knowledge, and insights. It's what makes us human and has enabled us to communicate, create, build, advance, and become civilized. Thinking encompasses so many aspects of who our children are and what they do, from observing, learning, remembering, questioning, and judging to innovating, arguing, deciding, and acting."