Gamification the next big step in audience-brand interaction - the great debate at social gaming and virtual goods world 2011
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The document discusses how gamification can be used to drive deeper engagement between brands and their audiences. It outlines several game mechanics like rewards, achievements, and leaderboards that can turn customers into players. Specifically, it recommends focusing on clear goals, trackable points, and meaningful rewards to motivate desired behaviors over time, from one-off incentives to long-term customer habits. Gamified campaigns aim to create viral loops and community status to keep users actively and passively involved on a daily basis.
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Gamification the next big step in audience-brand interaction - the great debate at social gaming and virtual goods world 2011
- 1. Gamification : the next big step in audience-brand interaction Toby Beresford @tobyberesford www.gamificationofwork.com
- 2. Toby Beresford Pailz.com Every meeting action done! GamificationOfWork.com Results driven, hyper engaged workforce Top 20 Gamification Gurus monthly leaderboard
- 3. Gamification is Game mechanics used outside of games
- 4. To gamify your customers Treat them like players
- 5. There are many game mechanics... Turns Reward Free lunch Dice Schedules Discovery Puzzles Infinite Games Achievements Races Variable Ratio Badges Territory Control Rewards Serendipity Victory points Progression Leaderboards Communal Points Collaboration Loyalty Reputation Appointments
- 6. But we’ll focus on three Clear goals Trackable points Meaningful rewards
- 7. To drive the behaviour we want Deeper engagement with our brand
- 8. From one off incentives
- 9. To long term behaviours
- 10. Gamified campaigns Bring it all together
- 11. Goals
- 12. Points
- 13. Rewards
- 14. Community Status Is where the meaning is
- 16. Gamification Gurus (twitter list)
- 17. Keeping users involved using the Petal Model
- 18. Active Viral Loop Why should I share with a friend?
- 19. Passive Viral Loop The network effect - the benefit to me of existing friends being involved
- 20. Positive Daily Loop What do I get if I come back daily?
- 21. Negative Daily Loop What will I lose if I don’t return each day?
- 22. It takes many petals to make a rose
- 23. Just as Zynga has many loops Gamification is not one, but many techniques that can be applied to engage your customers.
- 24. Gamification No longer an audience Now players