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

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
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Information is provided for academic purposes only