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

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