Winning Customer Engagement
with Gamification
Cara Pluff, Applied Innovations
@TweetsByCara

Don’t forget to include #DNNC...
Welcome to the Engagement
Crisis

Don’t forget to include #DNNCon in your tweets!

@DNNCon
Who’s the Most Engaged? Here are some
hints:
“…but our
princess is in
another
castle.”
“Finish him!”
“It is pitch black.
Y...
Ah Gamers…near & dear to my heart!

Don’t forget to include #DNNCon in your tweets!

@DNNCon
The Gaming Evolution Has
Arrived

Don’t forget to include #DNNCon in your tweets!

@DNNCon
Even I Could Be Considered a Gamer

Don’t forget to include #DNNCon in your tweets!

@DNNCon
Which Brings us to da da
da….Gamification!
(& all its hype)

Don’t forget to include #DNNCon in your tweets!

@DNNCon
So Really, What Is Gamification?

The process of using
game thinking , game
mechanics , & game
design
in order to
engage a...
Gaming Gets It Done

100,000,000 Human Hours

3 Weeks of Game Play

7 Days of Game Play
Source: Jane McGonigal

Don’t forg...
And if that’s not enough to inspire you…
The overall market for gamification
tools, services, and applications is
projecte...
3 Keys to Gamification Success
Gamer
Motivation
& Types

#Winning

Game
Lifecycle

Game
Mechanics

Don’t forget to include...
Gamer
Motivation
& Types

Don’t forget to include #DNNCon in your tweets!

@DNNCon
Motivation 1.0
SelfActualization
Esteem
Love
Safety

Biological & Physiological

Don’t forget to include #DNNCon in your t...
Motivation 2.0

Don’t forget to include #DNNCon in your tweets!

@DNNCon
Motivation 3.0

Mastery

Autonomy

Purpose

Source: Daniel Pink, Drive
Don’t forget to include #DNNCon in your tweets!

@D...
Bartle’s Four Gamer Types

Achiever

Socializer

Explorer

Killer

Don’t forget to include #DNNCon in your tweets!

@DNNCo...
Achievers
• Really only 10% of the population
• Prefer to continuously gain
• About the prestige of having

• Appealing to...
Socializers
• About 80% of the population
• Most enjoyment from interaction
• Appealing to them:
• Create multi-player opt...
Explorers
• Like to dig around and discover
• Learn about hidden attributes and
places

• Appealing to them:
• Allow their...
Killers
• Thrive on competition with other
players
• In it for the sport & highly honorable
“I’ve got to win, you’ve got t...
As Mama Says, Watch Your Language

Win, Pass, Unlock, Conquer, Complete

Showoff, Share, Customize, Collaborate, Net
work
...
Game
Mechanics

Don’t forget to include #DNNCon in your tweets!

@DNNCon
Game Mechanics
•
•
•
•
•
•
•
•
•

Leaderboards
Points
Badges
Levels
Missions
Rewards
Surprises
Virtual Goods
Progress Bars...
Mechanics & Their Effect

Source: Bunchball
Don’t forget to include #DNNCon in your tweets!

@DNNCon
Your Vision Realized

Inspired Behaviors

•
•
•
•
•
•

Increased Time on Site
Repeat Site Visits
Sharing with Friends
Writ...
Game

Lifecycle

Don’t forget to include #DNNCon in your tweets!

@DNNCon
Gamer Lifecycle

Focus on creating:
Desire
Incentive

Focus on creating:
Challenge
Achievement

Focus on creating:
Feedbac...
Lifecycle Showcased by an
Expert

Don’t forget to include #DNNCon in your tweets!

@DNNCon
Some Common Gamification Examples

Don’t forget to include #DNNCon in your tweets!

@DNNCon
Fun Fact
“By 2014, a gamified service for
consumer goods marketing and
customer retention will become as
important as Face...
Nike Steps Up The Game…as
Usual

Don’t forget to include #DNNCon in your tweets!

@DNNCon
Red Robin Wins

Don’t forget to include #DNNCon in your tweets!

@DNNCon
THANKS TO ALL OF OUR GENEROUS
SPONSORS!

Don’t forget to include #DNNCon in your tweets!

@DNNCon
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Winning Customer Engagement with Gamification

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  • When somebody mentions the word “gamer” most of us envision a certain image in our minds and for a long time there was definitely a particular stereotype regarding gamers
  • The gaming evolution has arrived and now all sorts of different demographics can be considered gamers…
  • Hell, even I could be considered a gamer. (OK OK, I realize that’s a Wii remote in my hand but I did do some serious damage to those boys on the MarioKart Rainbow Road)
  • Wired, BusinessWeek, Mashable and Forbes have all fueled the hype-wagon in their own way, predicting up to 10X growth in gamification by 2015.Savvy marketers and HR pros are looking for something to fill the “what’s next” vacuum as social media descends from its frenzied peak to the plateau of normal, so they’re increasingly kicking the tires of gamification.
  • Plus you can leverage the power of social!
  • To put it mildly, gaming can accomplish a lot. In one of Jane McGonical’s presentations she talked about this amazing fact originally presented by Charles Sharky. It is estimated that the building out of Wikipedia (every topic and article as it exists today) took 100 million human hours. Now if we take that 100 million cumulative human hours in terms of gaming that would be the equivilant of 3 weeks of Angry Birds or 7 days of Call of Duty.
  • presumed that humans were biological creatures, struggling to obtain our basic needs for food, security and sex.
  • That worked fine for routine tasks but incompatible with how we organize what we do, how we think about what we do, and how we do what we do. We need an upgrade.
  • humans also have a drive to learn, to create, and to better the world.
  • Achiever – likes to achieve, 10%Problems: not everybody can win, 80% socializersSocializers – wants to engage, lightweight, non confrontational Explorers – hidden levels, playing for the social credit in discovering thingsKillers – Less than 1%...I must win and you must lose, and everybody must see that, and lots of credit from the community
  • Most active and engagedStatus is the most important motivator
  • LeaderboardsPointsBadgesLevelsMissionsRewardsSurprises
  • Winning Customer Engagement with Gamification

    1. 1. Winning Customer Engagement with Gamification Cara Pluff, Applied Innovations @TweetsByCara Don’t forget to include #DNNCon in your tweets! @DNNCon
    2. 2. Welcome to the Engagement Crisis Don’t forget to include #DNNCon in your tweets! @DNNCon
    3. 3. Who’s the Most Engaged? Here are some hints: “…but our princess is in another castle.” “Finish him!” “It is pitch black. You are likely to be eaten by a grue.” “Waka, waka, waka.” “You have died of dysentery.” “It's dangerous to go alone! Take this.” Don’t forget to include #DNNCon in your tweets! @DNNCon
    4. 4. Ah Gamers…near & dear to my heart! Don’t forget to include #DNNCon in your tweets! @DNNCon
    5. 5. The Gaming Evolution Has Arrived Don’t forget to include #DNNCon in your tweets! @DNNCon
    6. 6. Even I Could Be Considered a Gamer Don’t forget to include #DNNCon in your tweets! @DNNCon
    7. 7. Which Brings us to da da da….Gamification! (& all its hype) Don’t forget to include #DNNCon in your tweets! @DNNCon
    8. 8. So Really, What Is Gamification? The process of using game thinking , game mechanics , & game design in order to engage audiences & solve problems Don’t forget to include #DNNCon in your tweets! @DNNCon
    9. 9. Gaming Gets It Done 100,000,000 Human Hours 3 Weeks of Game Play 7 Days of Game Play Source: Jane McGonigal Don’t forget to include #DNNCon in your tweets! @DNNCon
    10. 10. And if that’s not enough to inspire you… The overall market for gamification tools, services, and applications is projected to grow to $5.5 billion by 2018 (M2 Research) Don’t forget to include #DNNCon in your tweets! @DNNCon
    11. 11. 3 Keys to Gamification Success Gamer Motivation & Types #Winning Game Lifecycle Game Mechanics Don’t forget to include #DNNCon in your tweets! @DNNCon
    12. 12. Gamer Motivation & Types Don’t forget to include #DNNCon in your tweets! @DNNCon
    13. 13. Motivation 1.0 SelfActualization Esteem Love Safety Biological & Physiological Don’t forget to include #DNNCon in your tweets! @DNNCon
    14. 14. Motivation 2.0 Don’t forget to include #DNNCon in your tweets! @DNNCon
    15. 15. Motivation 3.0 Mastery Autonomy Purpose Source: Daniel Pink, Drive Don’t forget to include #DNNCon in your tweets! @DNNCon
    16. 16. Bartle’s Four Gamer Types Achiever Socializer Explorer Killer Don’t forget to include #DNNCon in your tweets! @DNNCon
    17. 17. Achievers • Really only 10% of the population • Prefer to continuously gain • About the prestige of having • Appealing to them: • Points & levels • Measurements of success Don’t forget to include #DNNCon in your tweets! @DNNCon
    18. 18. Socializers • About 80% of the population • Most enjoyment from interaction • Appealing to them: • Create multi-player options • Implement social assistance • Social posting , chat, friend lists, and network Don’t forget to include #DNNCon in your tweets! @DNNCon
    19. 19. Explorers • Like to dig around and discover • Learn about hidden attributes and places • Appealing to them: • Allow their own pace • Incorporate hidden passages and places • Require close attention to detail Don’t forget to include #DNNCon in your tweets! @DNNCon
    20. 20. Killers • Thrive on competition with other players • In it for the sport & highly honorable “I’ve got to win, you’ve got to lose, & I need attention for it” • Appealing to them: • Leaderboards • Head-to –Head competition Don’t forget to include #DNNCon in your tweets! @DNNCon
    21. 21. As Mama Says, Watch Your Language Win, Pass, Unlock, Conquer, Complete Showoff, Share, Customize, Collaborate, Net work View, Search, Collect, Curate Beat, Brag, Taunt, Fight, Challenge Don’t forget to include #DNNCon in your tweets! @DNNCon
    22. 22. Game Mechanics Don’t forget to include #DNNCon in your tweets! @DNNCon
    23. 23. Game Mechanics • • • • • • • • • Leaderboards Points Badges Levels Missions Rewards Surprises Virtual Goods Progress Bars • • • • • • Timers Feedback Friending Progress Loss Secret Codes Elite Status Symbols • Limited Offers Don’t forget to include #DNNCon in your tweets! @DNNCon
    24. 24. Mechanics & Their Effect Source: Bunchball Don’t forget to include #DNNCon in your tweets! @DNNCon
    25. 25. Your Vision Realized Inspired Behaviors • • • • • • Increased Time on Site Repeat Site Visits Sharing with Friends Writing Reviews Evangelizing Site Purchasing Products Game Mechanics Don’t forget to include #DNNCon in your tweets! @DNNCon
    26. 26. Game Lifecycle Don’t forget to include #DNNCon in your tweets! @DNNCon
    27. 27. Gamer Lifecycle Focus on creating: Desire Incentive Focus on creating: Challenge Achievement Focus on creating: Feedback Mastery Commander Expertise Player Habit-Forming N00b Onboarding Don’t forget to include #DNNCon in your tweets! @DNNCon
    28. 28. Lifecycle Showcased by an Expert Don’t forget to include #DNNCon in your tweets! @DNNCon
    29. 29. Some Common Gamification Examples Don’t forget to include #DNNCon in your tweets! @DNNCon
    30. 30. Fun Fact “By 2014, a gamified service for consumer goods marketing and customer retention will become as important as Facebook, eBay or Amazon, and more than 70 percent of Global 2000 organizations will have at least one gamified application.” -Gartner Don’t forget to include #DNNCon in your tweets! @DNNCon
    31. 31. Nike Steps Up The Game…as Usual Don’t forget to include #DNNCon in your tweets! @DNNCon
    32. 32. Red Robin Wins Don’t forget to include #DNNCon in your tweets! @DNNCon
    33. 33. THANKS TO ALL OF OUR GENEROUS SPONSORS! Don’t forget to include #DNNCon in your tweets! @DNNCon

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