Master Thesis presentation about Gamification topic. After a brief introduction, my presentation wants to show how the digital tool called gamification was exploited by three companies to increase their customer relationship and then value for their own overall businesses.
Retail Touchpoints Study: Gamification Brian Crotty
Leading Retailers Use Gamification To
Boost Customer Engagement And Loyalty
By Alicia Fiorletta, Associate Editor
Games are powered by six core elements: desire,
incentive, challenge, achievement/reward,
feedback and mastery. Human nature has wired us with an innate urgency to become the best at a specific activity, and more importantly, be rewarded for our expertise and dedication..........
Following on from my last set of Core Principles of Gamification, here is a new slide deck outlining what the difference between game mechanics is compared to gamification elements. It also provides the 52 gamification mechanics and elements to use in projects as well as the Periodic Table of Gamification Elements.
Explore three specific survey gamification examples that can improve engagement in your next online survey, increase response rates, and generally make your survey suck less.
Here you find the slides for the "Gamification in a box" workshop and the description of the cards and method I created. If you have any questions, you will find my E-Mail ob the last slide.
Gareth Kay, Chief Strategy Officer at Goodby Silverstein & Partners, gave this presentation at "Ambidexterity," the VCU Brandcenter's executive education program for account planning on July 18th, 2013 at the VCU Brandcenter in Richmond.
Retail Touchpoints Study: Gamification Brian Crotty
Leading Retailers Use Gamification To
Boost Customer Engagement And Loyalty
By Alicia Fiorletta, Associate Editor
Games are powered by six core elements: desire,
incentive, challenge, achievement/reward,
feedback and mastery. Human nature has wired us with an innate urgency to become the best at a specific activity, and more importantly, be rewarded for our expertise and dedication..........
Following on from my last set of Core Principles of Gamification, here is a new slide deck outlining what the difference between game mechanics is compared to gamification elements. It also provides the 52 gamification mechanics and elements to use in projects as well as the Periodic Table of Gamification Elements.
Explore three specific survey gamification examples that can improve engagement in your next online survey, increase response rates, and generally make your survey suck less.
Here you find the slides for the "Gamification in a box" workshop and the description of the cards and method I created. If you have any questions, you will find my E-Mail ob the last slide.
Gareth Kay, Chief Strategy Officer at Goodby Silverstein & Partners, gave this presentation at "Ambidexterity," the VCU Brandcenter's executive education program for account planning on July 18th, 2013 at the VCU Brandcenter in Richmond.
Gamification 3.0: The Power of PersonalizationCognizant
Gamification is applied in virtually every industry, yet remains remarkably unsophisticated. Gamification 3.0 is the next level of gamification -- combining the power of big data, behavioral insights and elements of psychology and neurosciences to motivate users to advance their personal and professional goals -- all in the context of their personality, emotions, habits and activities.
Michael Chapman, SVP Group Planning Director at The Martin Agency, gave this presentation at "Ambidexterity," the VCU Brandcenter's executive education program for account planning on July 16th, 2013 at the VCU Brandcenter in Richmond.
The Zombie Effect - Using Actionable Insight to Combat Brain-Dead Views of th...Quarry
Do you have zombies lurking in your customer segmentation model? Find out what they are, what dangers they pose and what you can do about them.
Presenting at the Corporate Executive Board (CEB) 2014 Sales & Marketing Summit, Glen Drummond explores this Zombie Effect, the state of customer segmentation (with new research from Quarry), and how John Deere redefined their approach to customer insight.
The gamification process is a way to grab and retain digital customer's attention modifying any algorithmical approach. It is nowadays applied to any kind of software application: mobile, web, business.
N.B.: Two previous versions of this presentation got a total of 2,591 views and 118 downloads.
From two long posts by @TomHumbarger.
Any help or suggestion is the most welcome.
GAMIFICATION IN A BOX | Workshop | IstanbulJasmin Karatas
GAMIFICATION IN A BOX was held at the Digital Age Summit in Istanbul on the 3rd May 2017. It is a workshop format, which combines Design Thinking and Gamification in a practical method, which the participants will experiment while the workshop. The key is cards which are designed by myself.
19 CMOs/CEOs Reveal Big Changes in B2B MarketingSiegel+Gale
Inspired by our recent B2BNow study, our Global CMO, Margaret Molloy, reached out to marketing executives to learn how the trend in consumerization of B2B has affected their marketing behaviors. See what they had to say.
Getting your brand to awesome: a short guide to brand strategy in the digital...Simon Pearce
Please consider downloading this presentation for a crisper looking version - viewers on slideshare can experience font clipping and blurring.
As the effects of digital technologies ripple through our culture,the impact can be felt almost everywhere. The implications of these technologies go far beyond the technologies themselves. Unrestricted access to a growing mountain of data is changing attitudes, culture and the rules of success in business and in branding. In the future, the most successful brands will be those that can capture their customers' imaginations, not just with what they say, but with how they behave, and the experiences they provide.
MISSION IMPOSSIBLE? WHAT AGENCY HEADS WANT FROM PLANNERSAndreas Krasser
Creatives want planners to give them inspiring insights, single-minded propositions, and clear problem statements. Clients want frameworks, effectiveness, a bit of retro-engineering every now and then, and lately also crisis management advice. Planning heads want gut, empathy, curiosity, and interesting methods to unearth human truths. Suits usually want pretty PowerPoint decks. But what about agency heads? Do they even care?
This talk aims at giving a (slightly biased) perspective on agency leaders’ expectations for strategists. It will answer questions such as ‘what’s the value of strategy from an agency leadership perspective’ or ‘how do planners fit into the company’s overall growth agenda’. The topics covered also provide a blueprint for convincing agency leaders of strategy’s worth in case they’re too short-sighted to see it.
வெற்றி = பணம் என்று வாதத்திற்கு ஒப்புக் கொண்டால்
அந்த பணத்தை அடைய CASH என்பதிற்கு பதிலாக KASH என்பதை
நீங்கள் வளர்த்தல் வேண்டும்.
அது என்ன KASH ?
K = KNOWLEDGE = அறிவு
A = ATTITUDE = மனப்பான்மை
S = SKILL = திறமை
H = HABIT = பழக்கம்
இவை தான் உங்கள் வெற்றியை தீர்மானிக்கும் .
ஏன்? எதற்கு? எங்கே? எப்பொழுது?
ஏன்?
உங்கள் வியாபார வளர்சிக்கு தேவையான தொழில் வளக்கலை.
எதற்கு?
1.விற்பனை அதிகரிக்க.....
2.மார்க்கெட்டிங் துறை சார்ந்த அனைத்து பிரச்சனைகளுக்கும் சரியான வழிகாட்டுதல்.
3.புதிய தயாரிப்புகளை சந்தைபடுத்த தேவையான ட்ரைனிங் .......
4.உங்கள் தயாரிப்புகளுக்கு தனி ப்ரண்ட் அங்கிகாரம் பெற தேவையான ட்ரைனிங் ....
5.ஸ்டார்ட் அப் தொழில் அமைப்புகளுக்கு தங்கள் தயாரிப்புகள் மார்க்கெட்டிங் செய்ய தேவையான அனைத்து மார்க்கெட்டிங் ட்ரைனிங் நாங்கள் உங்களுக்கு தருகிறோம்.
மனிதவளத்துறை சார்ந்த வழிகாட்டுதல்.
செயல் திறன் மேம்பாடு ஒன்று மட்டுமே உங்கள் தொழில் வெற்றிக்கு வழிவகுக்கும்.
1. நீங்கள் யார் உங்களுக்குள் இருக்கும் பிரச்சனைகளுக்கு சரியானவழிகாட்டுதல்.
2.உங்கள் முடிவு எடுக்கும் முறை ஒழுங்குபடுத்த
3.உங்கள் தாழ்வு மனப்பான்மை மாற
4.உங்கள் வியாபார வெற்றிக்கு தேவையான அனைத்து ட்ரைனிங் எங்களிடம் உள்ளது.
எங்கே?
உங்களுக்கா உங்களிடத்தில்.
எப்பொழுது?
உங்கள் வெற்றிக்கான நாளை நீங்களே தீர்மானியுங்கள்.
நாளைய அறிவு இன்றய வெற்றி.
அணுகவும்
கௌசிகா கன்சல்டண்சி ர.ராஜாராம் - 9865118262
kowshikaa2009@gmail.com
Do you have a unique space and love music? Come and join us as host on beatvyne. We're the Airbnb of music, a marketplace for you to connect with artists, fans and bring the best live music to your own space!
Gamification 3.0: The Power of PersonalizationCognizant
Gamification is applied in virtually every industry, yet remains remarkably unsophisticated. Gamification 3.0 is the next level of gamification -- combining the power of big data, behavioral insights and elements of psychology and neurosciences to motivate users to advance their personal and professional goals -- all in the context of their personality, emotions, habits and activities.
Michael Chapman, SVP Group Planning Director at The Martin Agency, gave this presentation at "Ambidexterity," the VCU Brandcenter's executive education program for account planning on July 16th, 2013 at the VCU Brandcenter in Richmond.
The Zombie Effect - Using Actionable Insight to Combat Brain-Dead Views of th...Quarry
Do you have zombies lurking in your customer segmentation model? Find out what they are, what dangers they pose and what you can do about them.
Presenting at the Corporate Executive Board (CEB) 2014 Sales & Marketing Summit, Glen Drummond explores this Zombie Effect, the state of customer segmentation (with new research from Quarry), and how John Deere redefined their approach to customer insight.
The gamification process is a way to grab and retain digital customer's attention modifying any algorithmical approach. It is nowadays applied to any kind of software application: mobile, web, business.
N.B.: Two previous versions of this presentation got a total of 2,591 views and 118 downloads.
From two long posts by @TomHumbarger.
Any help or suggestion is the most welcome.
GAMIFICATION IN A BOX | Workshop | IstanbulJasmin Karatas
GAMIFICATION IN A BOX was held at the Digital Age Summit in Istanbul on the 3rd May 2017. It is a workshop format, which combines Design Thinking and Gamification in a practical method, which the participants will experiment while the workshop. The key is cards which are designed by myself.
19 CMOs/CEOs Reveal Big Changes in B2B MarketingSiegel+Gale
Inspired by our recent B2BNow study, our Global CMO, Margaret Molloy, reached out to marketing executives to learn how the trend in consumerization of B2B has affected their marketing behaviors. See what they had to say.
Getting your brand to awesome: a short guide to brand strategy in the digital...Simon Pearce
Please consider downloading this presentation for a crisper looking version - viewers on slideshare can experience font clipping and blurring.
As the effects of digital technologies ripple through our culture,the impact can be felt almost everywhere. The implications of these technologies go far beyond the technologies themselves. Unrestricted access to a growing mountain of data is changing attitudes, culture and the rules of success in business and in branding. In the future, the most successful brands will be those that can capture their customers' imaginations, not just with what they say, but with how they behave, and the experiences they provide.
MISSION IMPOSSIBLE? WHAT AGENCY HEADS WANT FROM PLANNERSAndreas Krasser
Creatives want planners to give them inspiring insights, single-minded propositions, and clear problem statements. Clients want frameworks, effectiveness, a bit of retro-engineering every now and then, and lately also crisis management advice. Planning heads want gut, empathy, curiosity, and interesting methods to unearth human truths. Suits usually want pretty PowerPoint decks. But what about agency heads? Do they even care?
This talk aims at giving a (slightly biased) perspective on agency leaders’ expectations for strategists. It will answer questions such as ‘what’s the value of strategy from an agency leadership perspective’ or ‘how do planners fit into the company’s overall growth agenda’. The topics covered also provide a blueprint for convincing agency leaders of strategy’s worth in case they’re too short-sighted to see it.
வெற்றி = பணம் என்று வாதத்திற்கு ஒப்புக் கொண்டால்
அந்த பணத்தை அடைய CASH என்பதிற்கு பதிலாக KASH என்பதை
நீங்கள் வளர்த்தல் வேண்டும்.
அது என்ன KASH ?
K = KNOWLEDGE = அறிவு
A = ATTITUDE = மனப்பான்மை
S = SKILL = திறமை
H = HABIT = பழக்கம்
இவை தான் உங்கள் வெற்றியை தீர்மானிக்கும் .
ஏன்? எதற்கு? எங்கே? எப்பொழுது?
ஏன்?
உங்கள் வியாபார வளர்சிக்கு தேவையான தொழில் வளக்கலை.
எதற்கு?
1.விற்பனை அதிகரிக்க.....
2.மார்க்கெட்டிங் துறை சார்ந்த அனைத்து பிரச்சனைகளுக்கும் சரியான வழிகாட்டுதல்.
3.புதிய தயாரிப்புகளை சந்தைபடுத்த தேவையான ட்ரைனிங் .......
4.உங்கள் தயாரிப்புகளுக்கு தனி ப்ரண்ட் அங்கிகாரம் பெற தேவையான ட்ரைனிங் ....
5.ஸ்டார்ட் அப் தொழில் அமைப்புகளுக்கு தங்கள் தயாரிப்புகள் மார்க்கெட்டிங் செய்ய தேவையான அனைத்து மார்க்கெட்டிங் ட்ரைனிங் நாங்கள் உங்களுக்கு தருகிறோம்.
மனிதவளத்துறை சார்ந்த வழிகாட்டுதல்.
செயல் திறன் மேம்பாடு ஒன்று மட்டுமே உங்கள் தொழில் வெற்றிக்கு வழிவகுக்கும்.
1. நீங்கள் யார் உங்களுக்குள் இருக்கும் பிரச்சனைகளுக்கு சரியானவழிகாட்டுதல்.
2.உங்கள் முடிவு எடுக்கும் முறை ஒழுங்குபடுத்த
3.உங்கள் தாழ்வு மனப்பான்மை மாற
4.உங்கள் வியாபார வெற்றிக்கு தேவையான அனைத்து ட்ரைனிங் எங்களிடம் உள்ளது.
எங்கே?
உங்களுக்கா உங்களிடத்தில்.
எப்பொழுது?
உங்கள் வெற்றிக்கான நாளை நீங்களே தீர்மானியுங்கள்.
நாளைய அறிவு இன்றய வெற்றி.
அணுகவும்
கௌசிகா கன்சல்டண்சி ர.ராஜாராம் - 9865118262
kowshikaa2009@gmail.com
Do you have a unique space and love music? Come and join us as host on beatvyne. We're the Airbnb of music, a marketplace for you to connect with artists, fans and bring the best live music to your own space!
Ο Θεόδωρος Μαριόλης, στην εισήγηση με τίτλο: «Ανάπτυξη και Χρέος: Κλαδική Ανάλυση της Ελληνικής Οικονομίας», εξέτασε το εάν, πρώτον, υφίσταται και, δεύτερον, είναι υλοποιήσιμη, για την Ελλάδα, πολιτική ανάπτυξης χωρίς επιβάρυνση του δημοσίου και εξωτερικού χρέους. Υποστήριξε ότι, ενώ υπήρχαν κάποια περιθώρια άσκησης καταλλήλως στοχευμένης πολιτικής άμβλυνσης της ύφεσης, οι ελληνικές κυβερνήσεις εφάρμοσαν «οριζόντια» πολιτική, η οποία επιδείνωσε τα προβλήματα. Τέλος, ότι η ανάληψη βέλτιστης, βραχυχρονίως, και βιώσιμης, μακροχρονίως, πολιτικής δεν δύναται να υλοποιηθεί εντός της Ευρωζώνης-Ευρωπαϊκής Ένωσης, ακριβώς επειδή το μείγμα αυτής της πολιτικής συμπεριλαμβάνει: (i) εξωτερική υποτίμηση, (ii) έκδοση νέου χρήματος, και (iii) δομική ανασύνθεση της παραγωγής, με ανάπτυξη των τομέων παραγωγής εμπορευμάτων υψηλής εισοδηματικής ελαστικότητας ζήτησης.
Tugas Geografi Pariwisata
UNWTO 2011
By : Amelia Suhandri / 14045015
Pendidikan Geografi 2014
Fakultas Ilmu Sosial ( FIS )
Universitas Negeri Padang ( UNP )
Ο Ντάνκαν Λίντο, στην εισήγηση με τίτλο: «Για να Δημιουργηθούν Καλές Τράπεζες και Όχι να Διασωθούν οι Κακές: Προτάσεις για την Ελλάδα», έδειξε πώς το ελληνικό τραπεζικό σύστημα και οι καταθέσεις – σε κάποιον, έστω, βαθμό – σταθεροποιήθηκαν, μέσω της Ευρωπαϊκής Κεντρικής Τράπεζας και του Ευρωπαϊκού Ταμείου Χρηματοπιστωτικής Σταθερότητας, αντιστοίχως, αλλά υπογράμμισε ότι αυτή η σταθεροποίηση κάθε άλλο παρά επαρκεί προκειμένου οι τράπεζες να αναλάβουν τον αναπτυξιακό ρόλο τους, δηλαδή να λειτουργήσουν ως αποτελεσματικοί «μηχανισμοί μετατροπής» των αποταμιεύσεων σε επενδύσεις. Ως εκ τούτου, πρότεινε σχέδιο αναδιάρθρωσης του τραπεζικού συστήματος με κεντρικό άξονα τη δημόσια ιδιοκτησία και διεύθυνση, και στόχο τη χρηματοδότηση αναπτυξιακής, οικονομικά και κοινωνικά, πολιτικής.
Trendy ve vzdělávání. Online výuka, blended–learning, live webináře. Proč se ...NET University, s.r.o.
„Znáte blended-learning a víte, že to je výborný nástroj nejen při výuce cizích jazyků? Ještě jste nezkusili online vzdělávání a nedůvěřujete cloudu? A co live webináře?
Ve svém příspěvku Vám představím moderní trendy v oblasti vzdělávání, kterým by měl každý, kdo vzdělává v 21. století, věnovat pozornost.“
Leveraging gamification in brand building strategies
For more white papers and webinars, go to http://www.sldesignlounge.com
Or visit us at http://www.sld.com
An Introduction to Funifier’s FUNIFICATION ENGINE.
The overall goal of gamification is to more deeply engage with consumers, employees, partners and other audiences so as to inspire them to participate, collaborate, share and interact in some activity or community. A compelling, dynamic, and sustained gamification experience can be used to accomplish a variety of mission-critical business goals. This is FUNIFICATION.
5 Keys to Winning with Gamification (by Gigya)
How Businesses Are Growing User Generated Content, Revenue and Customer Loyalty with Gamification
5 ключевых моментов, чтобы победить с геймификацией
Как бизнес увеличивают количество контента, генерируемого пользователями, выручку и лояльность пользователей при помощи геймификации
Engage, inspire, act: Three stepstones towards developing more impactful prod...InSites Consulting
Great companies understand the importance of consumer insights when it comes to outperforming the competition. Engagement in learning and keeping knowledge up-to-date through a constant search for new insights, engagement in getting close to consumers and in getting immersed in their daily lives to inspire and understand their reality and the drivers of consumer value, these have proven to be some of the most critical corporate competencies. Engagement requires different ways of strategic thinking. It requires ‘co-ownership’ of the consumer insights within the organization. This article describes a valuable framework of how to engage and inspire an (R&D) organization via consumer insights, let them act upon the insights and move forward towards developing more impactful products and marketing. The last paragraphs look at how effective different elements of the framework have been in achieving a successful outcome, in order to learn and improve our initial way of working and to fine-tune our overall strategy.
Gamification in the world of digital marketing Paybay
Anything you need to know about Gamification.
Gamification, as powerful tool of business strategy integrates with the marketing of emotions, aimed at driving through our unconscious our buying behavior.
Our first report offers an in-depth look at Gamification World, and also on loyalty programs and E-Learng.
This a white paper approved by Gartner.
This was a presentation provided to the Canadian Security Association (CANASA) association members 2019. It focused on the importance of branding and how your story porvides strategic differentiation and ultimately determines your personal and organizational success.
Reinventing Customer, Employee Engagement Through GamificationCognizant
Abundant gamification examples from non-insurance companies offer insights into how insurers can employ gamification techniques to motivate their workforce, build customer loyalty, enhance product development and much more.
Eighth seminar for my Managing Marketing Processes course in the MGM program at the Stockholm School of Economics, http://www.hhs.se/EDUCATION/MSC/MSCGM/Pages/default.aspx. This class was taught by Paola Peretti: se.linkedin.com/in/paolaperetti.
5 Things You Need to Know About Marketing-Driven Customer ExperienceKapost
Listen here: bit.ly/CXwebinar_
Check out this quick, 15-minute webinar with Toby Murdock, CEO of Kapost, as he introduces five need-to-know facts from leading experts in customer experience, and what they mean for your marketing organization.
Innovation Pioneers Tank Meeting 22 May 2013: GamificationRené Heunen
Materials used at the Innovation Pioneers Tank Meeting at CGI in Stockholm on 22 May 2013, on the subject of gamification. Includes references and links to additional resources by subject authorities.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
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CWV Topics include:
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- The impact of user experience and SEO
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
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- Practical examples that demonstrate when to act, how to act and how to recover
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
6. • They are able to stick us on the TV screen for hour and
hour
• They work both on young and adults
7. RESEARCH QUESTIONS
RQ1 What kind of benefits gamification is able to produce for
the brand sustaining the overall business growth?
RQ2 How companies can develop an effective and sustainable
form of customer relationship based on engagement?
RQ3 How does gamification support customer co-creation of
value?
8. 1. Academic literature to interpret
the cases.
2. Compare the cases with each
other.
3. Identify patterns that contribute
to answer the question: why do
brands implement gamification?
Validity of the study is given by the
replication of findings during the
analysis.
HOW I HAVE ANSWERED THESE QUESTIONS:
COMPARATIVE CASE ANALYSIS
10. HOW DO WE GET POPULATION X TO DO Y IN
CONTEXT Z?
“Instead of asking ‘How can I motivate people?’ we
should be asking ‘How can I create the conditions
within which people will motivate themselves?’”
(Deci, 1996)
11. • The point is to involve people into a
meaningful experience that has the
power to engage the them according to
a predetermined path.
• People think differently in gamified
context so they approach the topic from
another perspective because they are
motivated thanks to game mechanics.
(Van Laere et al., 2013)
Theory of Fun:
“something as simple as fun is the
easiest way to change people’s
behaviour for the better”.
HOW DO WE GET POPULATION X TO DO Y IN
CONTEXT Z?
WHAT’S YOUR CHOICE?
12. WHAT DOES MAKE ACTIVITIES FUNNY?
EXPLORING
BEING
PROTAGONIST
TEAM
WORKING
SHARING CUSTOMIZING
PROBLEM SOLVING
13. WHAT TRIGGERS EVERYTHING
SELF DETERMINATION THEORY argues that human beings seek out
(and continue to engage in) activities if they promise (and succeed) to
satisfy 3 intrinsic motivational needs.
(Deci and Rayan, 2000)
15. DESIGNING MEANINGFUL EXPERIENCES
RELATIONSHIP ENGAGEMENT MEANING
“Value emerges only if the designer elicits user motivation i.e. whether he
finds what makes the customer time worthy to be spent.”
(Brian Burke – Gartner Inc., 2012)
16. FROM GAME TO BUSINESS
Gamification is not about creating games, rather it is for any brand - B2C
or B2B - who wants to create MEANINGFUL, MEMORABLE and
MEASURABLE connections to their audience
(White Rhino – Strategic Marketing Consulting Group)
“Gamification is to be considered as a mean – and NOT AS THE FINAL
RESULT – to achieve a bigger company’s goal”
(Lucassen and Jansen, 2014)
“A gamified application must provide something that is ALREADY
MEANINGFUL to the user on its own right. Game elements are like an
amplifier: THERE HAS TO BE A GENUINE SOUND FIRST”
(Deterding – Google Tech Talk, 2011)
17. MULINO BIANCO: I Talenti Del Mulino
«Gamification allows engaging your target
into a whole brand experience that goes
beyond the mere purchasing
relationship»
18. BRICO CENTER: Casa Brico
«In several occasions customers follow just promotions, then
the company does gain neither loyalty nor engagement.
Gamification […] generates relationships that resist throughout
the time because each badge the player gains is the
outcome of an action intrinsically done»
19. ORIGINAL MARINES: Play Original
«It’s not just playing. By interaction and fun,
gamification makes possible to achieve
important business goals such as brand
awareness and brand loyalty»
ACTIONS POINTS REWARDS ENGAGEMENT
20. RQ1: WHAT KIND OF BENEFITS GAMIFICATION IS ABLE TO
PRODUCE FOR THE BRAND SUSTAINING THE OVERALL
BUSINESS GROWTH?
«Gamification key aspect is about how to engage your target.
[…] Engagement drives the website traffic, it means
customers interact more fruitfully with the brand thus
contribuiting to achieve one of the company’s goals.»
«Thanks to customer engagement, users are eager to
interact with the platform and generate new contents that
place Brico Center in the first rank of Google search.»
Stimulating customer engagement is strictly related with
the increase of brand awareness and the consequential
launch of the e-commerce platform.
Cucinelli
Mulino Bianco
Brico Center
Original Marines
Basile
Martella
21. RQ2: HOW COMPANIES CAN DEVELOP AN EFFECTIVE AND
SUSTAINABLE FORM OF CUSTOMER RELATIONSHIP BASED ON
ENGAGEMENT?
«Thanks to engagement, player’s experience throughout the
game is constantly sustained as it happens in real
videogames. [...] Customer relationship is achieved as
the platform motivates players to take a path of actions
that implies consequential rewards.»
«Thanks to Casa Brico Center, the brand is able to directly
establish a relationship with the customer: this is our
main goal. Starting from the genuine interaction with the
customers the brand is then able to better inform them about
its products and get interesting insights about how these
products are used.»
The brand invites players to take part of missions. The
gamification platform motivates users to be engaged
with the brand as the more the actions achieved, the more
the points gained.
Cucinelli
Mulino Bianco
Brico Center
Original Marines
Basile
Martella
22. RQ3: HOW DOES GAMIFICATION SUPPORT CUSTOMER CO-
CREATION OF VALUE?
«Value is generated each time customers interact with
the platform providing valuable information to the
company and getting in turn fun. [Doing so] the customer
increases his emotional attachment to the brand and thus a
preference against competitors.»
«The content produced by our users on the platform
represents a great source of value. […] For instance it is
directly exploitable by product managers for product
development purposes.»
Value emerges whenever players react to gameful
missions. In other words value consists of the experiences
and perceptions customers have each time they are involved in
the gamified system.
Cucinelli
Mulino Bianco
Brico Center
Original Marines
Basile
Martella
23. If engaged, users tend to spend more time within the system, thus
permitting the company to lead customers throughout a defined
path made of those activities that are more likely to produce value.
Customer engagement appears as a key driver for business growth.
Goal of relationship marketing is to build mutually, satisfying long
term relationship with key constituents in order to earn and retain
their business. (Kotler and Keller, 2009)
TAKEAWAYS
Gamification is a process of enhancing a service with affordances
for gameful experiences in order to support user’s overall value
creation. (Houtari and Hamari, 2011).
Slide domanda per rompere il ghiaccio e saluti
The presentation consists of 4 parts:
1st after a brief INTRODUCTION
2nd I will provide you some underpinnings that make you able to better understand the analysis of the cases
3rd analysis
4th conclusions
2.1 The experience economy ..................................................................................15
2.2 Defining gamification .........................................................................................20
2.3 The context: casual games and Generation Y ..................................................22
2.4 The basics of gamification ................................................................................27
2.5 The role of engagement ....................................................................................37
2.5.1 Loyalty 3.0 ...........................................................................................43
2.6 The importance of relationship marketing .........................................................46
I would like to start telling you a story:
It was a Sunday morning of 2 weeks ago and I was having breakfast. At the same time I was browsing the app store of my smartphone looking for new interesting apps to download. Well, I went through this app called 7, downloaded by more than 1 million people.
This app suggests you exercises such as crunches or push ups to do in 7 minutes and it’s designed for lazy people like me. Even if I’d like to having some work out I lack motivation and I’ve never done that.
To motivate you this app gives you 3 lives, each time you skip the work out day you lose a life, if you lose all the 3 lives you have to start again. On the other hand if you keep following the suggested exercises over the work out path you gain rewards, basically you can unlock new exercises pack for specific parts of the body.
Well that’s not just a work out app that show you how to do something, that’s something more. You have lives, rewards, you can share your achievements.
It’s like adding game elements to a non-game context!
Need a little help tapping the workout button every day? Seven delivers extra motivation with positive reinforcement
Unlock achievements from Novice to Athlete as you vary your routine
Earn rewards and health-related giveaways (US only)
Set up daily reminders, or when you've missed too many workouts
Share your success with friends by e-mail, text message, Twitter or Facebook)
Well actually this is the definition Deterding gives of gamification def. Make a product more fun, engaging, motivating.
Given that, a new question comes next!
Why? Why adding game elements to non-game context?
Because games are powerful! (foto)
(HOW IS IT POSSIBLE VIDEO GAMES APPEAL SO MANY PEOPLE?)
For instance…
Then, should we still consider games and videogames just as a hobby relegated to the leisure context? OR are they able to influence us SO DEEPLY that their logic can be EFFECTIVELY applied even to the business context?
WELL THAT’S THE GOAL OF MY STUDY!
I’d like to guide you through my presentation in order to answer 3 research questions
In details the goals of my study
I believe digging into these questions and exploring what gamification is, we can learn games are more than just kill-time artefacts.
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Objectives
To understand why several companies has invested in gamification
To determine what are the key success factors of a gamification platform
To assess in which context gamification raises its popularity and why
To assess whether the three companies have taken into consideration similar or the same key factors in developing their gamification system
To verify whether gamification can be considered an additional tool to sustain customer relationship
To verify if the system enable to create additional value for the company
Focus on 3 business cases of gamification. Data collected through 3 semi structured interviews and companies’ reports (list them)
The study wants to test whether the findings obtained by the comparative case analysis support the predictions of the existing theory. If it is possible to find out similarities that contribute to describe general goals and achievements of gamification.
Validity of the study is given by the replication of findings during hypothesis testing.
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What similarities or contrast exist between A and B?
Does the patterns identified contribute to explain why brands implement gamification?
Theoretical framework states the conditions under which a particular phenomenon is likely to be found.
Data collected through 3 semi structured interviews and companies’ reports.
Why comparative case analysis?
Get insights about how and why contemporary specific program work
Understanding how the context influences the success of the program
When experimental design are unfeasible for practical or ethical reason
3 propositions that comes from literature review. Each of them directs attention to something that should be examined within the scope of the study.
Gamification is a process of enhancing a service with affordances for gameful experiences in order to support user’s overall value creation (Houtari and Hamari, 2011).
If engaged, users tend to spend more time in the system thus permitting the company to lead customers throughout a defined path made of those activities that are more likely to produce value. Customer engagement appears as a key driver for business growth.
Goal of relationship marketing is to build mutually satisfying long term relationship with key constituents in order to earn and retain their business (Kotler and Keller, 2009).
Goals of gamification for each brand – the role of customer engagement for the brand strategy – the link between gamification and relationship marketing. (????)
TODAY’S SNAPSHOT
The internet: everyone can partecipate – contribute people influence brands
Limited span attention probably I’ve already lost some of you guys 5 minutes ago
Gen Y: the Nintendo generation (80’) expect to be engaged in any situation
Virality of casual games it is very likely the person next to you has at least one digital game on his smartphone
In this complex situation full of opportunities and challenges how business can reach its goals? E.g. how can I motivate my cusotmers to stick with me istead of one with of my competitors?
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Due to the influence of social networks, people expect websites to provide appealing content worth to explore in a long time span within which users are involved even to become content contributors.
Martella: “We launch Casa Brico Center in 2011 in the same period Instagram gained increasingly fame because it is viewed as one of the place where users share their passions and look for appreciation”.
IN OTHER WORDS: 1 BILLION DOLLARS QUESTION:
WHAT IS THAT FORCE ABLE TO CHANGE HUMAN BEHAVIOUR?
MOTIVATION!!!!! Motivation drives human actions and further sustains following human decision (Deci and Ryan 2000).
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Games are motivation engines. That is concretely applied by the addition of intrinsic and extrinsic rewards within the game: in each of the gamification systems considered the more the player participate to the program the more points and rewards he gains.
What can motivate customers to stick with me rather than choose someone else?
Martella “the main risk to prevent is letting the community die. Casa Brico Center is based on a community of fans: whether this community looses the motivation to stay alive, then the gamification platform risks to fail as well. In order to prevent this risk the brand has to respond to customer rising expectations”.
PIC: ARE YOU PLAYING A GAME OR JUST FOLLOWING A POLITE BEHAVIOUR?
There are many things, characteriscs, elements able to add fun to any experience
Ultimately people are motivated to engage into funny activities such as games because they seek to satisfy three intrinsic human needs.
As nobody pays you to play videogames but rather you will pay to play, we can say: playing video games is intrinsically motivating, not extrinsically rewarded.
COMPETENCE: What makes game funny is the good feeling we get when we finally succeed in mastering the challenge, when we experience that we learned to competently control a part of our environment. It is the feeling that arouse out of the tension between a risky challenge and the successful resolution of that challenge flow. I CAN DO THIS
AUTHONOMY: THE GAME BELONGS TO THE USER. Personal preferences lead players to deep engagement. Provide a sense of increasing opportunities of action that motivate sustained interest.
RELATEDNESS: We are intrinsically motivated to seek meaningful connections with others. Allowing players to connect with others and build relationship
If you think of your experience you realize that whenever you approach to a game you are willing to satisfy at least one of this needs.
This is the framework that describes the mechanics and dynamics of any game. Some points to keep in mind:
Game is a system of relationship as it builds an interaction between the player and the game itself.
Satisfaction of intrinsic motivational needs pushes the player to be engaged with the game, thus to keep the interaction alive.
People are engaged with something when they experience a meaning – and thus a value - throughout the relationship established.
Then from the player perspective.
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Mechanics: those elements that make something game-like (points, levels, challenges, rewards, leaderboards)
Dinamics: the result of the interaction between the player and the game mechanics. (self experssion, competition, altruism…trovare altri esempi)
MDA framework explains how gameplay creates emotional responses in the player, thus supporting the description of the human engagement process.
An experience is valuable when the experience meets customer’s demands.
Some key points to keep in mind.
What is gamification? It is not about creating games and expecting customer engagement increases magically
Rather it is for any brand that wants to create MEANINGFUL, MEMORABLE, MEASURABLE connection to their audience i.e. providing captivating experiences.
Company achieves its own goals motivating users to achive theirs.
As it happens for the theory of fun, the goal is to DESIGN an overall environment made by appealing conditions (such as challenges, points, levels) where the customer feels more willing to act according to a predetermined path.
And I show you that using 3 examples of gamification I’ve explored in my project.
As you can notice you have:
A goal
You can choose among many activites to do on the platform
For instance you can contribute to the brand blog and receive comments from other players
Keep track of other users’ activities
Suggest your ideas and gain points
Goals:
“to provide customer engagement
gather information about the customers in order to build customer patterns”
“to increase the user interaction with its website and motivate customers to come back more frequently.
LET ME HIGHLIGHT THAT… frase in grassetto
That’s a right question because the point is to identify the right target you want to speak with and then offering meaning activities to do. Brico is a great example because their target is DIY fans and the brand invites their customers to be protagonist for instance uploading tutorial videos or answering questions of other customers.
Again, if we consider the gamification platform of brico center called casa brico we can notice that brand wants their customer to be engaged through:
Sharing ideas video tutorial
Whenever you do something you gain points
The more the points the more the rewards
“thanks to Casa Brico Center, the brand is able to directly establish a relationship with the customer: this is our main goal. Starting from the genuine interaction with the customers the brand is then able to better inform them about its products and get interesting insights about how these products are used”.
LET ME HIGHLIGHT THAT… frase in grassetto
2 goals thanks to customer engagement:
building its own database gathering data
increase brand awareness through activities done by players
Affect episodes of contact linking online with offline creating a whole brand experience
Trigger the so-called consumer engagement circle. It consists in involving any potential consumer in carring out certain actions in exchange for rewards.
FOR ALL THE THREE CASES IT IS POINTED OUT THAT CUSTOMER ENGAGEMENT REPRESENTS THE KEY ASPECT TO FURTHER PURSUE DIFFERENT AND MORE BRAND-SPECIFIC KINDS OF GOALS.
Gamification key aspect is about how to engage your target.
Using the words of the managers, you can see that engagement is the mean through which companies achieve their own business goals: website traffic, generate new contents, increase of brand awareness
THESE UNDERSTANDINGS ON CUSTOMER ENGAGEMENT INTRODUCE TO THE SECOND RESEARCH QUESTION
THREE EXTRACTS OF THE INTERVIEWS THAT ANSWER TO THE SECOND RESEARCH QUESTION SHOWING A COMMON PATTERN AMONG THE CASES: CUSTOMER RELATIONSHIP BASED ON ENGAGEMENT IS SUSTAINED THANKS TO THE GAMING PATH THAT CHARACTERIZED EACH GAMIFICATION SYSTEM.
NB: THE JOURNEY = THE RELATIONSHIP
Genuine interaction because it is based on the passion of customer for home improvements and it is sustained regardeless customer purchasing activity.
Basile on the same page of Cucinelli.
BEING ABLE TO BUILD SUCH A KIND OF RELATIONSHIP REPRESENTs THE CONDITION THROUGH WHICH CO-CREATION OF VALUE IS MORE LIKELY TO COME OUT. IN OTHER TERMS, AS LUSCH AND VARGO (2014) POSIT, VALUE CO-CREATION NEEDS DEEP INVOLVEMENT OF BOTH PARTIES. THIS IS IN LINE WITH THE THIRD RESEARCH QUESTION.
NB: THE MORE THE SUPPLIER/BRAND IS ABLE TO MANAGE THE INTERACTION, THE MORE THE OPPORTUNITIES THE VALUE EMERGES OUT OF THE RELATIONSHIP.
DEF: co-creation of value means that ‘‘there is no value until an offering is used. That means experience and perception of the customer are essential to value determination’’ (Vargo and Lusch, 2006, p. 44).
On the one hand, customers enjoy value in the form of engagement as mentioned before. On the other hand, brands gain those benefits – such as awareness, attachment, and knowledge of customers – that drive further value generation.
Martella: In particular we care very much of our most involved users because they represent our brand ambassadors who work for the brand (thus co-create value) just because of their passion.
NB: key variables value co- creation, experience economy, customer engagement and relationship marketing.
Common patterns among the three cases are identified and compared with the literature.
Key success factors of gamification platforms; these ones have been compared both with the literature and with each other.
similar key factors are shared by the three examples taken into consideration.
three research questions focused on the usefulness of gamification for consumer brands.
Companies develop gamification platforms in order to offer engagement to their customers.
Thanks to the experience of engagement, customer relationship is more likely to be established. To sustain this kind of relationship, companies exploit those gameful features that are intrinsically appealing for people because satisfy basic psychological human needs such as the need of relatedness, accomplishment and autonomy.
Such a kind of relationship does not follow the traditional understandings of product-for-money exchange but rather it finds its underpinnings on a mutual exchange described as value-for-value exchange.