Gamification strategies

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How to drive customer engagement and profitability using gamification...

How to drive customer engagement and profitability using gamification...

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  • 1. Prayukth K V
  • 2. FIRST THE FACTS! Gigya, 2012
  • 3.  Consumers are becoming increasingly blind to traditional advertising and thus gaming is emerging as a viable solution to drive engagement. Source: gho Digital Agency
  • 4. GAMIFICATION – MARKET SIZE SPENDING ON SOCIAL MEDIA MARKETING AND GAMIFICATION
  • 5. BRAND MESSAGING AND COMM HOW WOULD YOU LIKE TO HEAR ABOUT A NEW PRODUCT?
  • 6. GAMIFICATION ELEMENTS
  • 7. QUESTIONS  What do you know about your prospect/customer?  What more would you like to know?  What are the current purchase drivers?  How well do your customers know your brand?  How often do you engage prospects currently?  How often is your brand mentioned on social media and in what context?  How are you rewarding loyal customers?  Who or what are the most celebrated part of your brand?  Audience mix - Achievers, Socialisers, Explorers, and those seeking gratification
  • 8. EVOLVING A STRATEGY - ELEMENTS  Measure: Gamification programs should typically be designed to increase a specific metric (leads web traffic, CSAT etc.  Provide good feedback: By accelerating the feedback mechanism, you speed up the rate of adoption for new behaviour.  Offer a sense of achievement: to drive engagement  Create a brand identity: brands can establish their identity more clearly. (A bookstore could have a game on finishing which players would get free books or redeemable reward points.)  Share knowledge: create knowledge hooks; (Health food brands, could use a game to test customer knowledge level and make recommendations based on scores)
  • 9. EVOLVING A STRATEGY - ELEMENTS  Strong narratives: created in games and challenges can spur motivation, and action  Figure out the right rewards: and tie it with the right (set of) action(s)  Allow contestants to boast: on social media and other platforms  Create personas: based on profiles  Make it fun, keep it simple  Recognize that it is more than a ‘bolt-on’ strategy  And finally…keep it personal
  • 10. STORIES  Delta Airlines reached over 70 million people via Twitter and had over 180,000 direct interactions  Expedia’s ‘Tag Me If You Can’ scavenger hunt program.  ‘Club Psych’ from NBC Universal  Verizon ‘Insider’  Samsung ‘Nation’
  • 11. HAPPY GAMING For more updates and marketing strategies, join me on Information is provided for academic purposes only