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Gamification of location based services
 

Gamification of location based services

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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.

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    Gamification of location based services Gamification of location based services Presentation Transcript

    • The Gamification of Location Based Services
      Aaron Strout | @aaronstrout
      Head of Location Based Marketing, WCG
    • Aaron Strout
      • Head of Location BasedMarketing, WCG
      • Co-author, Location Based Marketing for Dummies
      • 17 years online marketing veteran
      • 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
    • 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
    • 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
    • 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!
    • The Principals of Gamification
      7
    • What Drive Game Mechanics?
      *Thank you to Seth Priebatsch, CEO of SCVNGR for the framework
    • 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)
    • 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
    • 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
    • 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
    • 4 A’s Model
      [LOYALTY]
    • Other Uses of Gamification
      • Websites like Zappos & Bluefly– badges for those that interact most w/ site
      • Schools – Quest to Learn (NYC & Chicago)
      • Enterprise – engage & train employees. Encourage positive behavior
    • Case Studies
      15
    • 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
    • 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
    • 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
    • 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
    • Questions?
      20