• Save
Gamification of location based services
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Gamification of location based services

on

  • 3,583 views

My presentation from the Social Strategies and Community 2.0 2011 Conference on the "gamifying" elements of location based services and how businesses can tap into these insights.

My presentation from the Social Strategies and Community 2.0 2011 Conference on the "gamifying" elements of location based services and how businesses can tap into these insights.

Statistics

Views

Total Views
3,583
Views on SlideShare
3,574
Embed Views
9

Actions

Likes
4
Downloads
0
Comments
0

3 Embeds 9

http://www.gamified.net 5
http://paper.li 3
http://twitter.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Gamification of location based services Presentation Transcript

  • 1. The Gamification of Location Based Services
    Aaron Strout | @aaronstrout
    Head of Location Based Marketing, WCG
  • 2. Aaron Strout
    • Head of Location BasedMarketing, WCG
    • 3. Co-author, Location Based Marketing for Dummies
    • 4. 17 years online marketing veteran
    • 5. Serial blogger/podcaster
  • What is Gamification?
    The use of game play mechanicsfor non-game applications, particularly consumer-oriented web and mobile sites, in order to encourage people to adopt the applications. It also strives to encourage users to engage in desired behaviors in connection with the applications. [It] works by making technology more engaging and by encouraging desired behaviors, taking advantage of humans' psychological predisposition to engage in gaming.
    -Wikipedia
  • 6. What is Gamification?
    The use of game play mechanicsfor non-game applications, particularly consumer-oriented web and mobile sites, in order to encourage people to adopt the applications. It also strives to encourage users to engage in desired behaviors in connection with the applications. [It] works by making technology more engaging and by encouraging desired behaviors, taking advantage of humans' psychological predisposition to engage in gaming.
    -Wikipedia
  • 7. What is a LocationBased Service?
    The art of engaging your customers and prospects using services like foursquare, Facebook Places, Yelp, Gowalla and Whrrl to drive loyalty, word of mouth marketing and referrals.
    -Aaron & Mike
  • 8. The Golden Rules of LBM
    Stake your claim to places pages in every system. Do not be afraid to try more than one.
    Connect with mayors, ambassadors, leaders, duchesses, chiefs, poobahs and sheriffs.
    Test, learn and optimize – especially while costs are low with risk low and return potential high.
    Follow the Ben & Jerry’s Rule
    Remember! Becreative and build yourown thing using an API
    member the importance of gamification!
  • 9. The Principals of Gamification
    7
  • 10. What Drive Game Mechanics?
    *Thank you to Seth Priebatsch, CEO of SCVNGR for the framework
  • 11. Appointment Dynamic
    Asking people to do something at a set time in order to try to make something a habit.
    Examples:
    Real world - happy hour or appt. TV
    “Watering” time on Farmville
    Flash offer on foursquare
    Swarm badge on foursquare
    Goal: create momentum through peer suggestion or recommendations e.g. Farmville “tricks” people into coming back (h/t to Doug Levin)
  • 12. Influence & Status
    Most humans are driven by the desire to achieve influence and status
    Examples:
    Real world - Amex’s Black Card
    Badges, points and mayorshipson foursquare
    Virtual goods on Gowalla
    WHRRL society levels. The better your reco’s the higher your status, the more chances you have to win stuff.
    Goal: leverage people’s natural desire to be better to keep them coming back
  • 13. Progression Dynamic
    As humans, we also have an innate desire to complete tasks presented to us
    Examples:
    Real world - Airline levelups (gold, platinum, million miler)
    Go to PLACE X and Buy GOODS Y times and get a free one.
    Go to driving range 10 times, 11th is free.
    Earn Gold level in My Starbucks Rewards loyalty program and get free beverage on your birthday
    Goal: drive desired behaviors through setting milestones and encouraging customers to achieve them
  • 14. Communal Discovery
    Tasks become more fulfilling when accomplished as a group
    Examples:
    Real world - tourist bus excursions
    Societies on Whrrl
    Netflix 10% algorithm improvement. Gives $1M to any person or team who can improve their algorithm accuracy by 10%
    Explore on foursquare, Bizzy & Where
    Group buying on Groupon
    Goal: make your product/servicehard to ignore by getting everyone talking about your business
  • 15. 4 A’s Model
    [LOYALTY]
  • 16. Other Uses of Gamification
    • Websites like Zappos & Bluefly– badges for those that interact most w/ site
    • 17. Schools – Quest to Learn (NYC & Chicago)
    • 18. Enterprise – engage & train employees. Encourage positive behavior
  • Case Studies
    15
  • 19. McDonald’s foursquare day Campaign
    McDonald’s randomly offered $5 and $10 gift cards to users who checked on foursquare day (4/16)
    Results:
    Generated 2,865 total check-ins
    Increased check-ins by 33%
    16
  • 20. AT&T and Toms Shoes Gowalla Campaign
    Created a unique reward (going to the 1 millionth shoe drop) for users who checked in at various technology and apparel stores.
    Offered rewards such as smart phones and netbooks from AT&T.
    Results
    5,500+ people entered
    25% chose to share the news via Facebook and Twitter
    2,000+ checked into AT&T stores
    950+ likes related to the Gowalla, Toms Shoes and AT&T program on Facebook
    522,000+ users reached via more than 700 tweets following their check-ins
    17
  • 21. Buffalo Wild Wings SCVNGR Campaign
    Users do challenges on SCVNGR for prizes such as free soda or Buffalo Wild Wings gift cards.
    Challenges include taking a picture with a fan.
    All of the points go toward the grand prize of a trip to see the NBA finals with Scottie Pippen.
    Results
    Ongoing campaign through March.
    18
  • 22. Murphy USA Whrrl Campaign
    Designed a location-based loyalty program.
    Made a Murphy USA Whrrl society to:
    Reward most loyal customers
    Build a customer community
    Activate customers in the real world
    Virtual scratch tickets offer members a chance to win prizes.
    Results:
    44% of society members had never been to Murphy USA before
    Society members visit Murphy USA on average 4x per month
    Average purchase by society members is $30 (the industry average is $15)
    19
  • 23. Questions?
    20