This document discusses gamification and contests as tools for engagement. Gamification applies game mechanics to non-game applications to make them more fun and engaging. Contests promote participation through competition for prizes. Both can be used to build audiences, engage users, collect data, and spread messages for marketing, fundraising, and communications purposes. Examples provided include leaderboards, virtual currencies, and point systems. A case study highlights how the Half the Sky movement created a Facebook game to raise awareness of women's issues and empower people to join the cause. Gamification and contests are effective low-cost ways for organizations to foster user engagement.
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Traditional marketing channels are becoming less effective in capturing and engaging the attention of today’s perpetually connected consumers. The challenge of today’s brands is to adapt their marketing strategies in an effort to build brand advantage in the face of consumers’ rapidly changing media consumption landscape. In addition, today’s millennial generation does not trust traditional advertisements, only 6% of millennials consider on-line advertising to be credible. Branded content will allow brands to meet this challenge, building a trusted, remarkable, unmistakable, and essential brand in the eye of the consumer.
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The Social Currency of Social Media by @JoeySheppEarthsite
A presentation at the LOHAS Forum 2010 on how social media provides many values beyond marking ROI and how engagement is the basis for a new social currency.
The presentation follows my "The Role of Content Marketing Presentation.
Traditional marketing channels are becoming less effective in capturing and engaging the attention of today’s perpetually connected consumers. The challenge of today’s brands is to adapt their marketing strategies in an effort to build brand advantage in the face of consumers’ rapidly changing media consumption landscape. In addition, today’s millennial generation does not trust traditional advertisements, only 6% of millennials consider on-line advertising to be credible. Branded content will allow brands to meet this challenge, building a trusted, remarkable, unmistakable, and essential brand in the eye of the consumer.
Shared through social media. “Because of their consumption patterns and willingness to share content regardless of its origins,” said Lauren Weinberg, VP of Insights at Yahoo, “Content marketing is an especially effective way to reach customers.”
Social media strategic planning. Measure, learn, optimize, and begin again. Focus should be placed on four types of metrics: content consumption; audience; strategic mileposts, and desired business outcomes (ROI).
Why Local Web is the Single Largest Opportunity for National BrandsBalihoo, Inc.
The Local Web is the growing ecosystem of online media channels which collectively drive local brand awareness and sales.
Learn why it is the single largest opportunity for national brands.
A Guide to Approaching Multi-Channel Social Media Engagement Strategy The Abbi Agency
This is a Guide for Marketers to Understand and Begin Strategizing for Multi-Channel Social Media Engagement Campaigns. It Focuses on the Power of the Consumer Journey, and How Storytelling and Authentic, Cross-Channel Content can Impact a Buyers Digital Journey
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But, if subscriptions were truly dead, wouldn’t they have just disappeared by now? Inconveniently, subscriptions incentivize loyalty and provide sustainable revenue that's difficult to find elsewhere in any audience-centered business model. Many organizations that have tried to innovate in this area have found themselves in a state of subscription emergency.
The fact is, subscriptions are still viable, but selling them today requires a different mindset than it did 5, 10, or 20 years ago. While it takes work to rescue and resuscitate your subscription program, it's achievable and you already have many of the tools you need to do it. In this webinar, CEO & President Jill Robinson presented:
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At CafeGive Social, we create mobile and social media apps and campaign solutions that connect businesses and nonprofits with consumers around the causes they love. Learn more about our unique solutions for telling your CSR story, scaling your giving, and driving your impact with effective cause marketing campaigns.
Speaking their Language. Sampling and Recruitment Strategies and Consideratio...JSI
This poster will be presented by Fonda Ripley at the American Evaluation Association Conference on October 31, 2018.
Engaging specific, hard to reach populations in evaluation can be challenging. JSI conducted an evaluation of a teen peer crowd segmented social marketing campaign implemented by the Vermont Tobacco Control Program to assess impact on tobacco use among country teens in Vermont.
People often think, “if my content is good, it’ll be shared.” Or, “if I’m a little lucky, it’ll be shared.” Or even that some content is inherently more shareable than others. But that’s a big myth. While the creative does have a huge impact on what gets shared, there are a lot of analytics and techniques to improve sharing rates.
Explore the key trends and concepts that are driving higher education admissions marketers to reach millennial students in new more mobile ways. A specific focus on Blackboard ConnectTxt for 2-way SMS marketing and the results of this tool at Westminster College.
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OgilvyOne Worldwide hosted a jam-packed session today at the kick-off of the National Retail Federation’s annual “Retail’s Big Show” at the Javits Convention Center in New York City. Led by Giulia Callegari, Head of eCommerce and Luxury, OgilvyOne Asia Pacific, the panel discussion, “Beyond the Sale,” addressed how luxury brands can unlock their organizations to deliver the true potential of customers.
Augmenting the agency perspective on the subject, Matteo Alessi Anghini, CCO Europe & North America, ALESSI s.p.a., provided the luxury brand viewpoint, while Shirley Romig, Former Head of Corporate Strategy, Hudson's Bay Company shared insights from high-end luxury retail brands such as Sak’s Fifth Avenue.
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This presentation by Taboola's Meghan Miehe was part of SEMrush webinar https://youtu.be/Nkkr-MWHs1Y
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Let’s face it; the subscription has been uncool for years. While disruptive technologies and changing arts consumer behavior have transformed the way arts managers see their business model, the subscription has declined and stagnated. “Subscriptions are dead” is now conventional wisdom in our industry.
But, if subscriptions were truly dead, wouldn’t they have just disappeared by now? Inconveniently, subscriptions incentivize loyalty and provide sustainable revenue that's difficult to find elsewhere in any audience-centered business model. Many organizations that have tried to innovate in this area have found themselves in a state of subscription emergency.
The fact is, subscriptions are still viable, but selling them today requires a different mindset than it did 5, 10, or 20 years ago. While it takes work to rescue and resuscitate your subscription program, it's achievable and you already have many of the tools you need to do it. In this webinar, CEO & President Jill Robinson presented:
- Evidence that subscription survives and, yes, even thrives at arts organizations today
- How subscription can build loyalty among audiences
- What it takes in 2015 to rescue your subscription program
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This ppt is best explanation for how social media stimulate on demand in economics.Here is complete detail how social media platforms influence demand curve and how it shift which result in increase o decrease in price.
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2. What is Gamification?
Process of applying game
like characteristics and
experiences to non-game
applications to make them
more fun and engaging.
An excellent tool to foster
customer engagement and
encourage desirable
website usage
3. What are Contests?
Promotional and marketing tactic in which
participants compete for prizes by accomplishing
something that usually requires skill.
Normally no fee charged for participating in a
contest, however general rules and regulations
usually apply
4. Objectives
Gamification
Engage audience
Change behaviour
Stimulate innovation
Contests
Build fan base
Engage audience
Collect data
Spread the word
5. Applications
Marketing:
- Connects user to product/service
- Way to attract new customers
Communications:
- Engaging way to inform users about goals
and objectives of the organization
Fundraising:
- Interactive way to raise funds
- Engages donors
10. PROS CONS
• Increases engagement
through fun ways • Can be very costly
• Fosters friendly • User may participate
competition
but not donate
• Expand and increase
donor base
• Lack of donor attrition
• Can be incorporated into
multiple platforms
12. Background
Movement based on best-selling
book
Multimedia approach to raising
awareness on women’s issues and
empowering people worldwide to join
the movement
Game is set to launch this holiday
season
Way to target the 300 million
worldwide users who play online
social games each month
http://www.youtube.com/watch?v=mD
yuzSEgMYU
14. Why it’s effective:
Costs shared across
multiple organizations
Increases participant
knowledge of women’s
issues
Converts players to
activists, participants in
the movement and
prospective donors
Uses game elements to
create real-life change
15. Conclusion
Gamification and contests are a great way for
organizations to foster user engagement in
fundraising, marketing, and communications
17. References
Half the Sky Movement, http://www.halftheskymovement.org/,
November 26, 2012
Pickering, Ben. “4 Reasons Why Contests Should Be Part of Your
Marketing Strategy”, Mashable Social Media.
http://mashable.com/2011/07/21/contest-marketing/, July 21,
2011.
“Contest” Business Dictionary.
http://www.businessdictionary.com/definition/contest.html
Hodge, Kate. “Best bits: Gamification for charities” , The Guardian.
http://www.guardian.co.uk/voluntary-sector-
network/2012/mar/23/gamification-charity-advice. March 23,
2012.
http://gamification.org/wiki/Gamification
“What is Gamification?”, Experts Town,
http://www.expertstown.com/gamification/
Editor's Notes
Refers to the process aiming to apply game-like characteristics and experiences to traditionally non-game application to make them more fun and engagingCan be potentially applied to any industry and almost anything to create fun and engaging experiences to convert users into players.Has been called one of the most important trends in technology by industry experts due to the exploding usage of social media based games.
Is different from a sweepstake since participants must accomplish something that involves skill (answering questions, develop something innovative, etc) instead of simply winning a prize due to random chance
Opportunities for businesses and organizations are great as gamifcation can result in having more engaged customers, having consumers develop innovations, or improving employee performanceBusinesses and organizations make use of contests to pursue various objectives.Contests are a great way to increase a organizations fan base by fostering an increase in followers or likesUser generated contest is a great way to foster audience engagementWith the incentive of a prize, contests make people more prepared to share information as part of the entry processResult in hundreds or thousands of your fans help spread the world about the campaign
Marketing – Low cost marketing through social media i.e. posting your scores of games/apps on facebook. Communications – Interactive puzzles, surveys, and games can provide ways to communicate core ideas of campaigns and organizations mandates. Fundraising – Through interactive games and services, it can be an effective tool for raising funds by getting the user involved & invested.
- Can be used to give awards for accomplishing a certain featFoursquare Location based social networking – when you check in certain places you receive badges- You can get titles for checking in more than others and so on.
Currency you can earn or buy online inside a game or websiteCan also be used to raise for nonprofit uses such as sweet seeds for haiti “sweet yams” in farmville
Shows progress on individual or group/community pursuits of a goalCan show the progress of funds raised, video views, likes or reposts.They can also be used for contests to show progress or vote count An example being the Youtube non-profit progress bar helps show viewers the organizations goal for raising awareness.
-A way to accumulate points and provide a long term relationship with a user- Gives a reason for a user to come backDisney has partnered with WWF, Ocean Conservancy, Fauna & Flora International and UNICEFUSA to offer three games for kids: a Simon-like dancing game, a game where you catch flying laundry, and a game where you toss recyclables toward bins. Every time they play a game, players choose a charity to receive their points. The charity with the most points at the end of the competition wins.
Pros-Increases engagement through fun ways- user may not know they are learning about the organization-Foster friendly competition that can spur players to “play” more (give more)-Increase audience base and donor loyalty- can attract corporations or foundations who want the name recognition-incorporated into facebook, pinterest, etc.CONS-Can be costly to create game elements and/or micro webpages (HR and capital- will have to rely on large donations)-User may only test it out and leave before they donate-Increased potential of one off donations = lack of donor attrition
Both contests and gamification enable organizations to help their consumers, and target audience to feel a greater sense of involvement and engagementBy making their marketing more fun and engaging, while offering prizes as incentives. Organizations can greatly increase it’s fan base, help spread the word, and keep its consumers engaged for a longer period of time