McGonigal (2008) Engagement Economy

2 - It's not just eyeballs/attention, it's getting engagement

Need to turn attention into engagement - "participation bandwidth"

5 - Participation networks all share the same operating model:
-create large scale communities capable of producing valuable data, ideas, or content
The creative output will only be applied & monetized if the community is large and active enough to produce something novel.

Value out output = quantity & quality of participation

Is there a limit to the quantity & quality of output? (author asks)
Engagement is limited in that a person can only expend so much in a certain time frame.
5 - "participation is designed as an active process requiring some mental effort"

As it becomes easier to launch crowdsorucing campaigns, people can only participate so much in each. (Thus, competition develops between campaigns)

7 - Operators must learn how to optimize "personal participation bandwidth" - the amount of participation we can contribute
Requirements:
"thought hours" - mental effort required to create something of value
"community scope" - the measure of diversity of membership a project requires

 8 - "changing leisure activities (not in quote - such as watching less TV and using the internet more) combined with the rise of mass collab investment at the workplace means society's overall participation bandwidth is on the rise."

But with so many project, participation will be spread thin and projects will fail to reach the required "thought hours" and "community scope"

Calls for best practices to be established to make projects work
-maximize participation for members who participation bandwidth is diffused
-minimize crowd turnover

11 - Four Main Areas Driving Mass Collaboration:
1. Create Emotional Incentives
-History has shown financial incentives don't work
12 - Money is not the most important currency - Emotion is!

Economist Edward Castranova - people seek participation to produce emotional highs connected with accomplishing something, feeling capable

Nicole Lazzaro - calls this "fiero" (Italian for rush of pleasure)

Developers should design feel-good tasks that can be accomplished easily

BJ Fogg - "behavior change framework" - you can give people more ability through education & training or you can just make the target behavior simpler (BJFogg.com)

Shirky confirms that the pleasures of accomplishments and the feeling of competence are basic drivers of participation
Shirky: 3 basic motivational factors
-exercise unused mental capacity (emotion of feeling smart)
-vanity (capability to have your finger print on something big)
-desire to do a good thing

14 - the Pyramid of participation - first coined by 42Entertainment Game Company
-the peak supports the entire community
-emotionally, the bottom supports the top

15 - BJ Fogg's behavior change framework is a useful tool to help motivate the bottom of the pyramid
-trigger involvement - email, SMS, Facebook poke, etc
-motivate - (Yee calls it "the labor of fun")

Pyramid: Top (Achievement), Middle (Social), Bottom (Immersion)
This can help projects better target members of their community

16 - What is fun? It's a "very specific kind of self-imposed work"

17 - Leveling - rewarding productive users with new levels can ultimately invert the pyramid

18 - Projects should ensure "zero unemployment" - users should something to do at all times

19 - ***Major Point - "many crowd sourcing and mass collab projects fail to achieve viability, often because they are designed to capture attention rather than create engagement."

I would argue that attention precedes engagement. Engagement should not replace attention. They need to do both.