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The Behavior Platform<br />Adena DeMonte<br />Director, Marketing<br />@adenademonte<br />@badgeville<br />
Marketers Still Have Trouble Measuring Value of Social Media…<br />62% of marketers and agencies planned to spend more mon...
Congratulations!<br />You have five million ‘likes’ on Facebook! <br />You have 50,000 Twitter followers! <br />15,000 peo...
But who owns your data?<br />How do you growlifetime user value?<br />Pages on average got only 29% of fans to visit the p...
Who are your fans?<br />Facebook says that its policy doesn't <br />allow companies to collect information <br />from user...
New Facebook Metrics Don’t Tell You: Who are these people?<br />Source: Forbes<br />
Facebook is a media platform<br />In the last quarter, Facebook CPC Advertising Cost Rose 54%.<br />
Your Marketing Message Gets Lost in the Black Hole, Unless You rent Your Fans Back<br />More than 900 million objects that...
Brand Loyalty<br />Repeat Shoppers<br />Lifetime User Value<br />Sales<br />Influence<br />Conversions<br />Advertising $<...
2012 is the year marketers bring social to their own user experiences and take control back of fan data.<br />
Evolution of networks<br />First, there was a website.  The site has content.<br />
The Behavior GraphYour Proprietary user graph<br />
Customer Engagement<br />Engagement<br />Rewards<br />Process<br />Gamification<br />Status Privileges<br />Authority<br /...
HIGH LOYALTY<br />MEDIUM LOYALTY<br />LOW LOYALTY<br />Engagement Ladder<br />Do your users know what you’d like them to d...
Engagement Types<br />SOCIAL<br />LOYALTY<br />REPUTATION<br />INDIVIDUAL<br />
Gamification meets social<br />
The Psychology behind Game mechanics<br />Game mechanics Map to Maslow’s hierarchy<br />PROPRIETARY & CONFIDENTIAL – ALL R...
reputation<br />Game mechanics have been motivating us since we were kids…<br />
<ul><li>Intrinsic Motivators
Virtual Rewards
Status & Recognition</li></ul>reputation<br />
reputation<br />
Beat the GMAT<br />
Beat the gmat<br />
Social Loyalty<br />Traditional Loyalty Programs are Applied Game Mechanics:<br />Loyalty Programs Rewards Status<br />
Loyalty<br /><ul><li>Extrinsic & IntrinsicMotivators
Real Prizes“Win VIP passes to meet the band”
Virtual Rewards</li></li></ul><li><ul><li>Intrinsic Motivators
Virtual Rewards
Status & Recognition</li></li></ul><li>Kings Hawaiian<br />
Kings Hawaiian<br />
Kings Hawaiian<br />
Social<br /><ul><li>Real-Time Alerts
Relevant Notifications
Activity Streams
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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.

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How to Use Gaming Mechanics for Marketing

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

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