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Case Study: Bing Rewards - Neal Freeland

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From its very inception, Microsoft’s Bing set out to disrupt the search market, and gamification has always been part of the mix. By thinking about search in fun, new ways, Bing Rewards has had both …

From its very inception, Microsoft’s Bing set out to disrupt the search market, and gamification has always been part of the mix. By thinking about search in fun, new ways, Bing Rewards has had both notable successes and challenges in engaging audiences and making sustainable long-term economics. Most Recently Bing's rewards program gives people opportunities to earn credits -- redeemable for various rewards -- just for searching and exploring Bing. Bing's Neal Freeland will give an in-depth look into the successes, challenges and history of building a rewards program around non-traditional interactions like search. From their exhaustive analytics, Freeland will share key metrics and lessons that can be leveraged to create meaningful, scalable engagement. Audience members will walk away from this session with kep tips and insider insights from one of the world’s leading gamification initiatives.

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  • Search quality as the foundation
  • Ingest multiple data sources, well laid out with great form and function, visually organized, with interactive pagePeople see a task like this one, where Bing completes it really well, and say “market that!”But people are in the habit of using what they’ve always used, so it’s hard to break that habit. Don’t know what else is out there or why to try itSo in addition to the basics of search quality and unique feature, Bing is also trying to figure out ways to help provide a reason to try something new.
  • Marketing Microsoft’s Search. Go back a little to predecessor, Live Search, where we started experimenting with rewards programs. Rewards give people a reason to try Bing, to use us more, and to discover new featuresSearch and Give “Make your search count”SearchPerksLive Search Club - > Club BingTesting altruism, community, fun, incentives to drive trial and engagement
  • Took the iterations and pulled best practices together into bing rewards, launched 9/2010
  • Example of de-averaging the data, finding the customers who drive the value. Then differentiate what we do for each segment and how we communicate with them.
  • Players. Expressive, social. Share, create, help, encourage, support. Not competitive. More Kinect Sports than Call of Duty.Journey. Novice->Expert->Master. Become a better searcher, and learn how Bing can helpExperience. How to actually help, take people along the journey. What happens at each stage
  • Iterate. We’ve been trying different things over last 4 years. Lots of experimentationDifferentiate. Not one size fits all. We dig in to de-average the data.Volume is not the goal, want profitable volume. ROI = RPS – CPQ8 test cells to try different things, and then segment targeting to give a different message to segments we define3. Design. Create a journey for people. Map out the beaten path. For us, we want it to be fun and social.Rewards programs can sometimes attract mercenaries (only interested in prizes, not the actual product/service), or be insufficient over time to sustain engagement. A good program should be about getting people involved in the value proposition, learning about differentiation and unique positioning. This is how we are pushing into gamification, figuring out how to make the experience more fun. It’s not about levels, leaderboards, and badges. It’s about the EXPERIENCE we want to create to help guide people through learning about Bing. Rewards is just a call to action to come check it out, but the EXPERIENCE of the program is what will help people discover and appreciate the differentiated and unique value of Bing. Then they’ll start telling others.
  • Transcript

    • 1. Case Study: Bing
      January 2011
      Gamification Summit
    • 2. Why Bing
      Marketing Bing
      Lessons Learned
      Q & A
      Agenda
    • 3. USERS
      DEMOGRAPHICS
      Over Index in 18 to 24
      +72% Heavy & Medium
      27M New
      11.8% Explicit Share
      +48% Growth
      (Since Launch)
    • 4. SEARCH QUALITY
      SOCIAL
      VISUALLY ORGANIZED
      TASK CENTRIC
    • 5.
    • 6. EXPLORING LOYALTY PROGRAMS
      MAKING SEARCH FUN
      Donations
      Prizes
      Casual Games
      2 M Community Members
    • 7. REWARDS AT SCALE
    • 8. Insights from diving deep into data
      32%
      33
      77%
      Average
      Search 1+ days per week
      Queries per Week
      Bing Share
      1/3
      9
      78%
      Moderately Engaged
      Segment
      Search 1-2 days per week
      Queries per Week
      Bing Share
      2/3
      56
      77%
      Heavily Engaged
      Segment
      Search 3+ days per week
      Queries per Week
      Bing Share
    • 9. Who are the players?
      What’s the journey?
      What’s the experience?
      Next step: design the game
    • 10. Iterate
      Differentiate based on data
      Design the experience
      Lessons

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