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How to Use Gaming Mechanics for Marketing

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Badgeville's Adena DeMonte explains how Badgeville works with it's clients to deliver gamification solutions.

Badgeville's Adena DeMonte explains how Badgeville works with it's clients to deliver gamification solutions.

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  • In the next few years, every company must have a deep understanding of how people interact with their online and mobile presences.Social interaction is reshaping the way consumers connect with brands – but the first wave of social platforms has isolated the data associated with that interaction from brands.
  • *note – if you get pushback on “doesn’t Facebook have verbs now? / What about Spotify” the story is that your message fast becomes diluted. How many spotifys do you think facebook can have? Facebook already has 900 million objects for users to interact with, and that’s only going to grow. Facebook is one “channel” for your media marketing budget, but it’s not your loyalty program. Unless you want to build your app around FB and sell your soul to them, you are much better off separating your customer loyalty program from them.
  • To understandgamfication as it is used now its best to look at Social Gaming and the ideas behind positive psychology – why people do things?Go through the slide (Maslow, Flow Channels PERMA)Mapping to Maslowhttp://adachen.com/2010/09/02/how-games-fulfill-maslows-hierarchy/Level 3, social needs, loosely correlates to ideas around social grooming and reciprocity (gifts), competition, and loyalty. Esteem needs, level 2, has strong correlations to achievement, progression, status, leveling and ranking.For the top-level, self-actualization, is the deeper purpose of games, and what Jane McGonical in her TED talk (transcript here) refers to as epic meaning. Engagement loops – From Amy Jo Kim talk on Intrinsic and Extrinsic Motivators and Game Mechanics
  • No people, no activity. Just content. Plain and boring.
  • No people, no activity. Just content. Plain and boring.
  • No people, no activity. Just content. Plain and boring.
  • Transcript

    • 1. The Behavior Platform
      Adena DeMonte
      Director, Marketing
      @adenademonte
      @badgeville
    • 2. Marketers Still Have Trouble Measuring Value of Social Media…
      62% of marketers and agencies planned to spend more money on social media compared with six months ago
      Only 12% think it works in an ad campaign
      25% said they don’t understand the value of social media.
      Source: Collective Study
    • 3. Congratulations!
      You have five million ‘likes’ on Facebook!
      You have 50,000 Twitter followers!
      15,000 people +1 your post on Google+!
      5,932,425
      like this
      82,840
      are talking about this
    • 4. But who owns your data?
      How do you growlifetime user value?
      Pages on average got only 29% of fans to visit the page at least once, and even that number was affected by a relative few highly successful brand pages.
      ***The median fan page only got 7.5% of fans to visit over the three-month period.
      – AdAge / ComScore“Marketers Spending Big on 'Social Ads' That Drive Traffic to Facebook”
    • 5. Who are your fans?
      Facebook says that its policy doesn't
      allow companies to collect information
      from users, even with a user’s permission,
      that the companies don't need in order
      for the applications to work.
      Application makers also aren't allowed to share that personal information with third parties, according to Facebook policy.
      Wall Street Journal
      “Facebook’s Brand of Loyalty”
    • 6. New Facebook Metrics Don’t Tell You: Who are these people?
      Source: Forbes
    • 7. Facebook is a media platform
      In the last quarter, Facebook CPC Advertising Cost Rose 54%.
    • 8. Your Marketing Message Gets Lost in the Black Hole, Unless You rent Your Fans Back
      More than 900 million objects that people interact with (pages, groups, events and community pages)
      Average user is connected to 80 community pages, groups and events
      More than 2 billion posts are liked and commented on per day
      On average, more than 250 million photos are uploaded per day
      Source: Forbes
    • 9. Brand Loyalty
      Repeat Shoppers
      Lifetime User Value
      Sales
      Influence
      Conversions
      Advertising $
      Move Merchandise
      Page Views
      Retention
      Spread a Cause
      Viral Marketing
      Product Reviews
      Traffic
      “Likes”
      Unique Users
      Social Followers
      Donations
      Link Shares
    • 10. 2012 is the year marketers bring social to their own user experiences and take control back of fan data.
    • 11. Evolution of networks
      First, there was a website. The site has content.
    • 12. The Behavior GraphYour Proprietary user graph
    • 13. Customer Engagement
      Engagement
      Rewards
      Process
      Gamification
      Status Privileges
      Authority
      Community
      Sharing
      Discovery
      Social
      Loyalty
      Reputation
      The Behavior Graph
      Behavior Analytics
    • 14. HIGH LOYALTY
      MEDIUM LOYALTY
      LOW LOYALTY
      Engagement Ladder
      Do your users know what you’d like them to do?
      Are you giving your
      high loyalty users the
      tools to broadcast
      their affinity?
    • 15. Engagement Types
      SOCIAL
      LOYALTY
      REPUTATION
      INDIVIDUAL
    • 16. Gamification meets social
    • 17. The Psychology behind Game mechanics
      Game mechanics Map to Maslow’s hierarchy
      PROPRIETARY & CONFIDENTIAL – ALL RIGHTS RESERVED 2011 ©
    • 18. reputation
      Game mechanics have been motivating us since we were kids…
    • 19.
      • Intrinsic Motivators
      • 20. Virtual Rewards
      • 21. Status & Recognition
      reputation
    • 22. reputation
    • 23. Beat the GMAT
    • 24. Beat the gmat
    • 25. Social Loyalty
      Traditional Loyalty Programs are Applied Game Mechanics:
      Loyalty Programs Rewards Status
    • 26. Loyalty
      • Extrinsic & IntrinsicMotivators
      • 27. Real Prizes“Win VIP passes to meet the band”
      • 28. Virtual Rewards
      • Intrinsic Motivators
      • 29. Virtual Rewards
      • 30. Status & Recognition
    • Kings Hawaiian
    • 31. Kings Hawaiian
    • 32. Kings Hawaiian
    • 33. Social
      • Real-Time Alerts
      • 34. Relevant Notifications
      • 35. Activity Streams
      • 36. User-to-User Following
    • Social
    • 37. social
    • 38. Social
    • 39. Behavior Analytics
      • Quantify User Engagement
      • 40. Measure Active & Lapsed Users
      • 41. Gain Insight with Behavior Analytics
      • 42. Track User Cohorts & Segments
      Think about your audience data in a whole new way. Tie identity to behavior for a deeper level of insight into the health of your community.
    • 43. BADGEVILLE RESULTS
      Average increase in business objectives tied to user behavior
      25%
      Increase in social referrals through Facebook and Twitter
      104%
      More posts and contributions from users
      53%
      Lift in Facebook Likes and Twitter Retweets
      90%
    • 44. The Behavior Platform
      Thank You!
      For More Information Contact: sales@badgeville.com
      or visit www.badgeville.com
      Adena DeMonte
      Director, Marketing
      @adenademonte
      @badgeville