Janette Toral

Are you giving something back? Learnings from Empire Avenue “Mission” feature

In Empire Avenue on November 2, 2011 at 11:38 pm

Like many early Empire Avenue users who got access to the Mission feature, I immediately allotted eaves and send out tasks. One thing I became conscious of right away is to make my missions not entirely about me but more of a win-win benefit, or help others too, for those who joined.

This includes:

1. Asking EA users to join a contest. (get a chance to win)

2. Help a fellow blogger win a contest.

3. React to a video (where the subject is of interest to us).

4. Join a Flickr community (where interaction on one’s profile can increase should they actively participate).

In these instances, I know there are EA members who got the eaves but not exactly follow the mission as is. This makes me contemplate on three things:

1. Was the mission too self-serving?
Using the reward as somewhat a right to expect fulfillment doesn’t really sink down to me well. The least I want is to be assumed that my participation was bought rather than an incentive to even take the time to look at it – whether worth taking notice or not.

2. Was the mission fun or worthwhile?
Pointing users to a boring video and ask them to like it – is partly downgrading the EA audience. Just because they have time to buy shares and participate in missions, doesn’t make them cheap to perform a task.

Also, just because you wrote a great piece on a topic does not necessarily mean readers will leave a comment or tweet you. Because more often than not, after a while, readers will analyze beyond one’s writing.

These are thoughts that crossed my mind when I was reviewing the results of #2 and #3 mission.

3. How do I give back in return?

If a person joins, can I reciprocate beyond buying their stocks? Knowing that I can’t 100%, makes me realistic about it all the more.

This is what also prevents me from giving a +K mission on Klout. I am very tempted actually. But I resisted as I want each +K received, a reflection on one’s influence, be earned not “game”.

Participating in missions is all about building relationships. Asking a favor to take time to check out what you have to offer. It is like a focus group where those who click to view expresses intent. Those who completely perform step 2 of the mission are the ones that bought in.

It is not about “buying” the task. Because if it is all about that, then definitely the eaves being used to pay for it is way below what most EA participant players’ time is worth.

In summary, what I learned after 4 missions so far is the success or failure of a mission reflects on the sender, shareholder relationship, message, and task sent.

I still have a lot to improve.

  1. An excellent analysis, Janette. I know people who look at Missions as “quick cash for doing basically nothing,” but I try to at least pretend the Eaves are “real” and follow through as the person intended participants to do. A few really have been fun! The more self-serving ones, the ones that are ONLY self-serving, I can pass up. I love the extra play money, but it’s the interaction that makes it worth my TIME.

  2. I have to agree with you. I try to actually do what is asked when I accept a mission and simply pass over those that don’t interest me but…As I pointed out in the beginning the is just a fancy form of Paid to click advertising and like most PTC a good number of people who claim eaves will do so having no interest whatsoever in the mission. They are doing it to get eaves. the other snag is that people make accept a mission with the best of intentions, especially the “like this”, “shre this”, “tweet this” Missions and then get to the page and find that they do not agree with what the mission holder wants tweeted, shared or liked and opt not to complete it.

    I have not yet done any missions. The idea of bribing shareholders does not appeal to me. I will ask shareholders to view something and I understand that they may not like or agree with what I am asking them to look at. The have the option to do what they wish, and I don’t end up resenting the fact that they took my eaves without doing what I was bribing them to do.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: