Gamification as a Digital Marketing Strategy BOLO 2011 Dan Katz Director, Product Management
A little bit about us 6 years helping businesses increase engagement Proven track record with over 100 deployments Solution-based approach combining software + services A flexible, future-proof platform with over 30 releases
Some of the brands we’ve helped
The Problem ☐ - SEO, SEM, Marketing Huge potential user base ☐ Relevant Content - Optimized for audience ☐ User Engagement - ?????
So how do I get users to: Visitmore frequently Viewmore pages each visit Spendmore time each visit
Who has figured out engagement & loyalty? Game Designers Social Networks Airlines & Hotels 500Mpeople playing games at least 1hr per day 120M people choosing vendors to earn status & rewards 750M people sharing 30B pieces of content monthly What’s their secret?
They’re tapping into 3 Basic Human Motivators Rewards Progress Status
Levels in games
Miles & Points
Standings in Sports
Likes on Facebook
Access to exclusives
Discounts & incentives
In other words, they’re using game mechanics to drive loyalty & engagement.
Best Practice # 1: Do Something Different NBC The Office, Dunder Mifflin Infinity
Best Practice # 2: Know Your Audience Chiquita / Empower Media Make your Way to Rio
Page Views: 1 Million Time on site: 4.5 minutes Registered Users: 15,000
Best Practice # 3: Engage with Multiple Platforms USA Networks Club Psych
Page Views: 9M > 16M Visits/Month: 2 > 4.5 Time on Site: 14m > 22m 40% increase in viewership for 18-34 demographic
Best Practice # 4: Keep Your Brand Strong Stella & Dot S &D University