Gamification: The Antidote to Modern Advertising - Becky Simms, Reflect Digital

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DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Join Becky Simms for a first-hand account of how you can use the proven technique of gamification in your content marketing strategy. This talk will take you on a journey from the background data of 2k consumers and their views on gamification, through to how to plan a gamification campaign for your business. Looking at how to succeed and what the metrics for success are. This talk will allow you to understand what gamification is and the benefits that can be woven into a gamification strategy. It will give you a clear planning strategy for your first gamification campaign that you can implement. Finally, it will help you qualify what measures you should have in place to ensure you can report on the campaign successes.

Marketing

Becky Simms
FOUNDER AND CEO
REFLECT DIGITAL
AMSTERDAM, NETHERLANDS ~ SEPTEMBER 12 - 13, 2019
DIGIMARCONEUROPE.COM | #DigiMarConEurope
DIGIMARCONNETHERLANDS.NL | #DigiMarConNetherlands
Gamification: The Antidote
to Modern Advertising
KEYNOTE

TITLE SCREEN
THE ANTIDOTE TO MODERN ADVERTISING
Becky Simms

wv
@ReflectDigital @BeckyReflect #Digimarcon

www.emarketer.com/content/ad-blocking-in-the-uk-2018
@ReflectDigital @BeckyReflect #Digimarcon

@ReflectDigital @BeckyReflect #Digimarcon

“It is the borrowing of elements of gameplay and applying
them in a traditionally non-game context to recreate the
same levels of attention and engagement in the human
brain as would occur in a state of play.”
@ReflectDigital @BeckyReflect #Digimarcon

v
@ReflectDigital @BeckyReflect #Digimarcon

@ReflectDigital @BeckyReflect #Digimarcon@ReflectDigital @BeckyReflect #Digimarcon

“We live in a world where we are taught
from the start that we are thinking
creatures that feel. The truth is, we are
feeling creatures that think.”
Jill Bolte Taylor, Neuro Scientist
@ReflectDigital @BeckyReflect #Digimarcon

@ReflectDigital @BeckyReflect #Digimarcon
Let’s go back to the start

@ReflectDigital @BeckyReflect #Digimarcon
In August 2017 we launched
Find 50 Clubs

@ReflectDigital @BeckyReflect #BrightonSEO
reflectdigital.co.uk/find-50

reflectdigital.co.uk/find-50 AWARD FINALISTS
@ReflectDigital
@BeckyReflec
t
#Digimarcon

reflectdigital.co.uk/find-50
What made Find 50 so good?
@ReflectDigital @BeckyReflect #Digimarcon

reflectdigital.co.uk/find-50
Right demographic
@ReflectDigital #Digimarcon
@BeckyReflec
t

reflectdigital.co.uk/find-50
Addictive
@ReflectDigital #Digimarcon
@BeckyReflec
t

reflectdigital.co.uk/find-50
Challenging
@ReflectDigital #Digimarcon
@BeckyReflec
t

reflectdigital.co.uk/find-50
Length of game
@ReflectDigital #Digimarcon
@BeckyReflec
t

reflectdigital.co.uk/find-50
Outreach strategy
@ReflectDigital #Digimarcon
@BeckyReflec
t

reflectdigital.co.uk/find-50
Not a whiff of sales messaging
@ReflectDigital #Digimarcon
@BeckyReflec
t

reflectdigital.co.uk/find-50
Created a community effect
@ReflectDigital #Digimarcon
@BeckyReflec
t

reflectdigital.co.uk/find-50
Forums
@ReflectDigital #Digimarcon
@BeckyReflec
t

reflectdigital.co.uk/find-50
Social conversation
@ReflectDigital #Digimarcon
@BeckyReflec
t

CONSIDER YOUR AUDIENCE
@ReflectDigital @BeckyReflect #Digimarcon

COMPETITOR RESEARCH
@ReflectDigital @BeckyReflect #Digimarcon

make it COMpetitive
@ReflectDigital @BeckyReflect #Digimarcon

CONSIDER INFLUENCERS
@ReflectDigital @BeckyReflect #Digimarcon

t
@ReflectDigital @BeckyReflect #Digimarcon

SENSE CHECK WITH JOURNALISTS
IS THERE A HOOK?
@ReflectDigital @BeckyReflect #Digimarcon

CONSIDER IF YOUR GAME IS LINK
WORTHY
@ReflectDigital @BeckyReflect #Digimarcon

make it sales focused
@ReflectDigital @BeckyReflect #Digimarcon

data capture too early
@ReflectDigital @BeckyReflect #Digimarcon

WHAT CAN I EXPECT
to achieve?
@ReflectDigital @BeckyReflect #Digimarcon

DATa capture
gdpr compliant
@ReflectDigital @BeckyReflect #Digimarcon

ENGAGEMENT
@ReflectDigital @BeckyReflect #Digimarcon

INCREASED
social following
@ReflectDigital @BeckyReflect #Digimarcon

PR
@ReflectDigital @BeckyReflect #Digimarcon

LINKS
@ReflectDigital @BeckyReflect #Digimarcon

traffic
@ReflectDigital @BeckyReflect #Digimarcon

insight into
your audience
@ReflectDigital @BeckyReflect #Digimarcon

a chance to change
the narrative
@ReflectDigital @BeckyReflect #Digimarcon

LONGEVITY
@ReflectDigital @BeckyReflect #Digimarcon

what next?
@ReflectDigital @BeckyReflect #Digimarcon

email journey planning
@ReflectDigital @BeckyReflect #Digimarcon

retargeting
@ReflectDigital @BeckyReflect #Digimarcon

there is also varying
levels of success
@ReflectDigital @BeckyReflect #Digimarcon

CAN IT GO WRONG?
@ReflectDigital @BeckyReflect #Digimarcon

YES.
@ReflectDigital @BeckyReflect #Digimarcon

TOO niche
@ReflectDigital @BeckyReflect #Digimarcon

TOO hard
@ReflectDigital @BeckyReflect #Digimarcon

TOO expensive
@ReflectDigital @BeckyReflect #Digimarcon

not enough outreach
@ReflectDigital @BeckyReflect #Digimarcon

having a hook but there
being too much noise
@ReflectDigital @BeckyReflect #Digimarcon

missing your hook
due to delays
@ReflectDigital @BeckyReflect #Digimarcon

The
link builder’s
CALL OF DUTY
@ReflectDigital @BeckyReflect #Digimarcon

Finalise your
link
opportunities
@ReflectDigital @BeckyReflect
1 week to launch
#Digimarcon

Send a sneak
peak and start
social
countdown
@ReflectDigital @BeckyReflect
5 days to launch
#Digimarcon

Follow up
@ReflectDigital @BeckyReflect
3 days to launch
#Digimarcon

Confirm
agreed
coverage
@ReflectDigital @BeckyReflect
1 day to launch
#Digimarcon

Send a full
press release -
and keep a lookout
@ReflectDigital @BeckyReflect
LAUNCH DAY
#Digimarcon

reflectdigital.co.uk/journalist
@ReflectDigital @BeckyReflect
FREE DOWNLOAD
#Digimarcon

Get social
@ReflectDigital @BeckyReflect
LAUNCH DAY
#Digimarcon

Reach out to
targets that
have not
responded
@ReflectDigital @BeckyReflect
1 day post launch
#Digimarcon

Consider
forums
@ReflectDigital @BeckyReflect
2 days post launch
#Digimarcon

Potential follow
up release
with stats
@ReflectDigital @BeckyReflect
3 days post launch
#Digimarcon

Think about
the local
opportunity
@ReflectDigital @BeckyReflect
4 days post launch
#Digimarcon

Challenge
influencers and
engaged
audiences
@ReflectDigital @BeckyReflect
5 days post launch
#Digimarcon

Check your
progress
@ReflectDigital @BeckyReflect
6 days post launch
#Digimarcon

Reflect,
tweak and
repeat
@ReflectDigital @BeckyReflect
7 days post launch
#Digimarcon

@ReflectDigital @BeckyReflect #Digimarcon
ANY QUESTIONS?

reflectdigital.co.uk/antidote
reflectdigital.co.uk/DIGIMARCON

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Gamification: The Antidote to Modern Advertising - Becky Simms, Reflect Digital

1. Becky Simms FOUNDER AND CEO REFLECT DIGITAL AMSTERDAM, NETHERLANDS ~ SEPTEMBER 12 - 13, 2019 DIGIMARCONEUROPE.COM | #DigiMarConEurope DIGIMARCONNETHERLANDS.NL | #DigiMarConNetherlands Gamification: The Antidote to Modern Advertising KEYNOTE

2. TITLE SCREEN THE ANTIDOTE TO MODERN ADVERTISING Becky Simms

3. t t

4. wv @ReflectDigital @BeckyReflect #Digimarcon

5. wv @ReflectDigital @BeckyReflect #Digimarcon

6. wv @ReflectDigital @BeckyReflect #Digimarcon

7. wv @ReflectDigital @BeckyReflect #Digimarcon

8. www.emarketer.com/content/ad-blocking-in-the-uk-2018 @ReflectDigital @BeckyReflect #Digimarcon

9. @ReflectDigital @BeckyReflect #Digimarcon

10. @ReflectDigital @BeckyReflect #Digimarcon

11. @ReflectDigital @BeckyReflect #Digimarcon

12. @ReflectDigital @BeckyReflect #Digimarcon

13. @ReflectDigital @BeckyReflect #Digimarcon

14. @ReflectDigital @BeckyReflect #Digimarcon

15. @ReflectDigital @BeckyReflect #Digimarcon

16. “It is the borrowing of elements of gameplay and applying them in a traditionally non-game context to recreate the same levels of attention and engagement in the human brain as would occur in a state of play.” @ReflectDigital @BeckyReflect #Digimarcon

17. @ReflectDigital @BeckyReflect #Digimarcon

18. v @ReflectDigital @BeckyReflect #Digimarcon

19. @ReflectDigital @BeckyReflect #Digimarcon

20. @ReflectDigital @BeckyReflect #Digimarcon

21. @ReflectDigital @BeckyReflect #Digimarcon@ReflectDigital @BeckyReflect #Digimarcon

22. Gamification can fit…

23. Gamification can fit…

24. Gamification can fit…

25. Gamification can fit…

26. Gamification can fit…

27. @ReflectDigital @BeckyReflect #Digimarcon

28. @ReflectDigital @BeckyReflect #Digimarcon

29. “We live in a world where we are taught from the start that we are thinking creatures that feel. The truth is, we are feeling creatures that think.” Jill Bolte Taylor, Neuro Scientist @ReflectDigital @BeckyReflect #Digimarcon

30. @ReflectDigital @BeckyReflect #Digimarcon

31. @ReflectDigital @BeckyReflect #Digimarcon

32. @ReflectDigital @BeckyReflect #Digimarcon

33. @ReflectDigital @BeckyReflect #Digimarcon

34. @ReflectDigital @BeckyReflect #Digimarcon

35. @ReflectDigital @BeckyReflect #Digimarcon Let’s go back to the start

36. @ReflectDigital @BeckyReflect #Digimarcon In August 2017 we launched Find 50 Clubs

37. reflectdigital.co.uk/find-50

38.

39. @ReflectDigital @BeckyReflect #BrightonSEO reflectdigital.co.uk/find-50

40. @ReflectDigital @BeckyReflect #BrightonSEO reflectdigital.co.uk/find-50

41. @ReflectDigital @BeckyReflect #BrightonSEO reflectdigital.co.uk/find-50

42. reflectdigital.co.uk/find-50

43. reflectdigital.co.uk/find-50

44. reflectdigital.co.uk/find-50 AWARD FINALISTS @ReflectDigital @BeckyReflec t #Digimarcon

45. IMPRESSION S Twitter visits ENGAGEMENTS reach OVE R Account Creations REACHED OVER OVE R unique OVE R visits ONLY of have the game Launched 7 August 2017 To tie in with the first week of the Premier League. The brand was entirely new, with no social following. The first interactive game by Reflect Digital INTHEFIRSTFIVEWEEKS @ReflectDigital #Digimarcon @BeckyReflec t

46. FIRST TWO MONTHS VISITS TO DATE VISITS email sign ups Launched 7 August 2017 To tie in with the first week of the Premier League. The brand was entirely new, with no social following. The first interactive game by Reflect Digital @ReflectDigital #Digimarcon @BeckyReflec t

47. reflectdigital.co.uk/find-50 What made Find 50 so good? @ReflectDigital @BeckyReflect #Digimarcon

48. reflectdigital.co.uk/find-50 Right demographic @ReflectDigital #Digimarcon @BeckyReflec t

49. reflectdigital.co.uk/find-50 Addictive @ReflectDigital #Digimarcon @BeckyReflec t

50. reflectdigital.co.uk/find-50 Challenging @ReflectDigital #Digimarcon @BeckyReflec t

51. reflectdigital.co.uk/find-50 Length of game @ReflectDigital #Digimarcon @BeckyReflec t

52. reflectdigital.co.uk/find-50 Outreach strategy @ReflectDigital #Digimarcon @BeckyReflec t

53. reflectdigital.co.uk/find-50 Not a whiff of sales messaging @ReflectDigital #Digimarcon @BeckyReflec t

54. reflectdigital.co.uk/find-50 Created a community effect @ReflectDigital #Digimarcon @BeckyReflec t

55. reflectdigital.co.uk/find-50 Forums @ReflectDigital #Digimarcon @BeckyReflec t

56. reflectdigital.co.uk/find-50 Social conversation @ReflectDigital #Digimarcon @BeckyReflec t

57. @ReflectDigital @BeckyReflect #Digimarcon

58. @ReflectDigital @BeckyReflect #Digimarcon

59. your-inside-story.co.uk

60. @ReflectDigital @BeckyReflect #Digimarcon

61. @ReflectDigital @BeckyReflect #Digimarcon

62. @ReflectDigital @BeckyReflect#Digimarcon

63. CONSIDER YOUR AUDIENCE @ReflectDigital @BeckyReflect #Digimarcon

64. COMPETITOR RESEARCH @ReflectDigital @BeckyReflect #Digimarcon

65. @ReflectDigital @BeckyReflect #Digimarcon

66. @ReflectDigital @BeckyReflect #Digimarcon

67. make it COMpetitive @ReflectDigital @BeckyReflect #Digimarcon

68. @ReflectDigital @BeckyReflect #Digimarcon

69. @ReflectDigital @BeckyReflect #Digimarcon

70. CONSIDER INFLUENCERS @ReflectDigital @BeckyReflect #Digimarcon

71. t @ReflectDigital @BeckyReflect #Digimarcon

72. SENSE CHECK WITH JOURNALISTS IS THERE A HOOK? @ReflectDigital @BeckyReflect #Digimarcon

73. CONSIDER IF YOUR GAME IS LINK WORTHY @ReflectDigital @BeckyReflect #Digimarcon

74. @ReflectDigital @BeckyReflect #Digimarcon

75. @ReflectDigital @BeckyReflect #Digimarcon

76. @ReflectDigital @BeckyReflect #Digimarcon

77. make it sales focused @ReflectDigital @BeckyReflect #Digimarcon

78. @ReflectDigital @BeckyReflect #Digimarcon

79. data capture too early @ReflectDigital @BeckyReflect #Digimarcon

80. WHAT CAN I EXPECT to achieve? @ReflectDigital @BeckyReflect #Digimarcon

81. DATa capture gdpr compliant @ReflectDigital @BeckyReflect #Digimarcon

82. ENGAGEMENT @ReflectDigital @BeckyReflect #Digimarcon

83. INCREASED social following @ReflectDigital @BeckyReflect #Digimarcon

84. PR @ReflectDigital @BeckyReflect #Digimarcon

85. LINKS @ReflectDigital @BeckyReflect #Digimarcon

86. traffic @ReflectDigital @BeckyReflect #Digimarcon

87. insight into your audience @ReflectDigital @BeckyReflect #Digimarcon

88. a chance to change the narrative @ReflectDigital @BeckyReflect #Digimarcon

89. an awesome brand experience for your audience @ReflectDigital @BeckyReflect #Digimarcon

90. LONGEVITY @ReflectDigital @BeckyReflect #Digimarcon

91. what next? @ReflectDigital @BeckyReflect #Digimarcon

92. Gamification can fit…

93. email journey planning @ReflectDigital @BeckyReflect #Digimarcon

94. retargeting @ReflectDigital @BeckyReflect #Digimarcon

95. there is also varying levels of success @ReflectDigital @BeckyReflect #Digimarcon

96.

97. CAN IT GO WRONG? @ReflectDigital @BeckyReflect #Digimarcon

98. YES. @ReflectDigital @BeckyReflect #Digimarcon

99. TOO niche @ReflectDigital @BeckyReflect #Digimarcon

100. TOO hard @ReflectDigital @BeckyReflect #Digimarcon

101. TOO expensive @ReflectDigital @BeckyReflect #Digimarcon

102. not enough outreach @ReflectDigital @BeckyReflect #Digimarcon

103. having a hook but there being too much noise @ReflectDigital @BeckyReflect #Digimarcon

104.

105. missing your hook due to delays @ReflectDigital @BeckyReflect #Digimarcon

106. The link builder’s CALL OF DUTY @ReflectDigital @BeckyReflect #Digimarcon

107. Finalise your link opportunities @ReflectDigital @BeckyReflect 1 week to launch #Digimarcon

108. Send a sneak peak and start social countdown @ReflectDigital @BeckyReflect 5 days to launch #Digimarcon

109. Follow up @ReflectDigital @BeckyReflect 3 days to launch #Digimarcon

110. Confirm agreed coverage @ReflectDigital @BeckyReflect 1 day to launch #Digimarcon

111. Send a full press release - and keep a lookout @ReflectDigital @BeckyReflect LAUNCH DAY #Digimarcon

112. reflectdigital.co.uk/journalist @ReflectDigital @BeckyReflect FREE DOWNLOAD #Digimarcon

113. Get social @ReflectDigital @BeckyReflect LAUNCH DAY #Digimarcon

114. Reach out to targets that have not responded @ReflectDigital @BeckyReflect 1 day post launch #Digimarcon

115. Consider forums @ReflectDigital @BeckyReflect 2 days post launch #Digimarcon

116. Potential follow up release with stats @ReflectDigital @BeckyReflect 3 days post launch #Digimarcon

117. Think about the local opportunity @ReflectDigital @BeckyReflect 4 days post launch #Digimarcon

118. Challenge influencers and engaged audiences @ReflectDigital @BeckyReflect 5 days post launch #Digimarcon

119. Check your progress @ReflectDigital @BeckyReflect 6 days post launch #Digimarcon

120. Reflect, tweak and repeat @ReflectDigital @BeckyReflect 7 days post launch #Digimarcon

121. reflectdigital.co.uk/find-50

122.

123.

124. @ReflectDigital @BeckyReflect #Digimarcon ANY QUESTIONS?

125. reflectdigital.co.uk/antidote reflectdigital.co.uk/DIGIMARCON

Gamification: The Antidote to Modern Advertising - Becky Simms, Reflect Digital

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