Josh Kramer - "Bing Rewards: A case study in moving from STUFF to SAPS"

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Microsoft launched the Bing Rewards program in 2010 with the vision of rewarding search activity and using rewards content to retain users by educating them about Bing’s value as they ‘searched for points’. The initial product heavily promoted earning & redemption as it’s primary value. Today the program is strongly positioned as a discovery tool, helping people learn the value of Bing, being social on Bing, all while earning redeemable points. Leapfrog’s Josh Kramer will quickly take us through some of their work with the Bing Rewards team, which over 9+ months has yielded increased user retention and higher active user engagement.

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Josh Kramer - "Bing Rewards: A case study in moving from STUFF to SAPS"

  1. 1. BING REWARDS:A CASE STUDY IN MOVING FROM STUFFTO SAPS Microsoft launched the Bing Rewards program in 2010 with the vision of rewarding search activity and using rewards content to retain users by educating them about Bings value as they searched for points’. The initial product heavily promoted earning & redemption as it’s primary value. Today the program is strongly positioned as a discovery tool, helping people learn the value of Bing, being social on Bing, all while earning redeemable points. Leapfrogs Josh Kramer will quickly take us through some of their work with the Bing Rewards team, which over 9+ months has yielded increased user retention and higher active user engagement.
  2. 2. STATUS ACCESSFROM STUFF TO SAPS POWERA LEAPFROG CLIENT CASE STUDY STUFF
  3. 3. MY NAME IS JOSH KRAMER  15 years leading companies from start-ups to Fortune 100s  Background in general business, product design, and technology  Founded Leapfrog in January 2010 to help companies of all sizes with high-value growth objectives and goals  GAMIFICATION is a valuable tool in both B2B & B2C ► Proven internet technologist, entrepreneur, product ‘guy’ environments C ► Building consumer internet experiences since 1994 ► 3x Co-Founder, including IPO in 2000 ► Built social & commerce service platforms for global brands ► Incubated digital media platforms from launch to 30mm+ mau/revenues of $100mm+ ► Increased consumer e-commerce & ad revenues 30+% ► Specialized in Digital Media, Games, E-Commerce, Mobile
  4. 4. Growth Strategy Monetizatio n Leapfrog Advisors provides Performance Optimization & LEAPFROG growth oriented global Metrics Interim ADVISORS business leaders with C C Management Marketing strategic guidance in a Strategy C-Level variety of industries. Advisory Innovation Leadership Product Design Loyalty Program & Game Leapfrog Builders is a team Design LEAPFROG of talented professionals Project Management BUILDERS providing global business Requirements C C Identification leaders turnkey execution Software Development of strategic projects. Quality Assurance & Testing CONSUMER PRODUCTS DIGITAL MEDIA GAMES HEALTHCAREPARTIAL CLIENT LIST C C RETAIL ONLINE ENTERPRISE TELECOM ADVERTISING SOFTWARE
  5. 5. WHO IS BING?Search Engine from MicrosoftLaunched in 2009High quality SearchVisually organizedTask centricSocial
  6. 6. GOALS OF OUR ENGAGEMENTEncouraging existing Bing users to use Bing exclusivelyIncentivize new users to learn the full value of BingAttract & engage new users with a unique value offeringReward most loyal users with perks
  7. 7. BING REWARDS 1.0 (2010)Leveraging LessonsLearned In Early CProgramsToolbar DrivenPoints For CSearch…Stuff for Points
  8. 8. EVOLVING THE BING REWARDS JOURNEY• Increase rewards users 5x: Focused on Activation & Retention• Create a deep behavioral change: Using Gamification to drive users engaged with Bing more often, for longer, doing natural search activities, sharing their Bing experience with friends & family• Build an evangelist worthy offering for users: Create a progressive journey through which users will increase their understanding & appreciation of searching with Bing
  9. 9. THE STORYBOARDUser onboarding flow designed toretain and progressively increase auser’s appreciation of Bing & BingRewards • Promote the 250 points earned Welcome Mission • Introduction to key areas of Bing • Train user to look at rewards • Opportunity to share your Bing • Get user comfortable in experience with friends link for daily tasks Membership Center • Get the user started on their • BONUSES available for certain • Orient user to the concept of activities welcome mission ongoing quests for mastery & discovery of Bing through missions Activation “Thank You” Page • Begin the exploration of Bing Starter Missions EXPLORE LEARN HAVE FUN
  10. 10. BING REWARDS TODAY:GAME MECHANICS 101The Offers page displays clear User levels deepen engagementOpportunities to Learn & Earn and reward most loyal members Access & Power Status
  11. 11. INSTANT GRATIFICATIONRedemptioncenter onlyofferingdigitallydeliveredcreditsLess Stuff…Get it Now! Stuff
  12. 12. REWARDS AS A DRIVERFOR DISCOVERYWelcome Tour: New users greeted by acarefully curated set of fun & engaging searchactivities designed to take the user through atour of Bing’s unique qualitiesAppointments: Daily OffersTime-bound Scarcity: 30 Day ChallengesInstant Feedback: Strong visual feedback ontask completionRedemption always accessible: The “MemberCenter” includes easy access to offers &redemptions
  13. 13. ENGAGING USERS SOCIALLY
  14. 14. USERS ENGAGING SOCIALLY
  15. 15. BING REWARDS IN 2012 1. 1.7M users have signed up to the program since launch. 2. New member conversion rates 3x our initial baseline. 3. Bing Rewards members do on average 50% more searches vs. the average Bing user. 4. Members over-index in Bing’s target demographic audience a. 40% are less than 24 years old b. They are twice as likely to be online and on Facebook than the average internet user 5. Bing Rewards is now consistently the top drivers of Bing marketing buzz online.
  16. 16. Rewards WE ARE STRATEGIC ADVISORS & DIGITAL PRODUCT SPECIALISTSPlease reach out: LEAPFROG LEAPFROGjosh@leapfroggroup.co ADVISORS BUILDERS

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