The document outlines Feelgood games, a new gaming portal targeting women aged 25-44. It discusses the company's core principles of audience segmentation, the 6 powers of persuasion, and customer relationship management. Feelgood games aims to acquire, retain, and monetize customers through a reward system that uses social proof, reciprocity, and scarcity to drive sign ups, viral acquisition, retention, and monetization. The company implements a 14 day welcome process for new players and ongoing messaging to increase engagement and direct response through cross-selling.
These are the slides from a presentation I gave May 12 at UMHS. Slideshare is experiencing technical difficulties with displaying slide notes, so I would recommend you view the narrated and captioned version located at
http://tinyurl.com/yse5do
instead.
The document discusses applying game mechanics and principles to social media to make it more fun and engaging. It defines key terms like social media, games, and game mechanics. It then provides examples of how mechanics like collecting, points systems, feedback, exchanges, and customization can motivate user behaviors on social platforms. The document also analyzes how YouTube, Twitter, and PhotoGrab incorporate various game mechanics and concludes by asking the reader for their thoughts on blending games and social media.
The document discusses metagame design and reward systems that drive engagement. It defines a metagame as layering a rewards system onto an existing activity to motivate certain behaviors. Examples of metagames include collecting items, earning ranks in karate or scouting, and frequent flyer programs. The document provides a framework for metagame design including assigning points to actions, adding feedback and rewards systems using levels, leaderboards, and achievements, and facilitating viral outreach through social sharing. It concludes with tips for compelling metagame design such as creating a coherent experience, defining appropriate point systems, motivating different player types, designing shareable rewards, and using game pacing.
Gamification draws on those same principles but takes things to a whole new level. With gamification, you can convert your existing activity and data into points and rewards and use those to provide incentives for your staff, boosting morale and performance, which ultimately benefits customer experience and satisfaction.
The Player's Journey: drive sustained engagement with Onboarding, Habit-Build...Amy Jo Kim
1. The document discusses how to design game-like experiences by understanding player motivations and creating compelling core loops with onboarding, habit-building, and mastery phases.
2. It provides examples like Duolingo, Minecraft, Kickstarter, and Twitter that use activities, feedback, and triggers to form engaging core loops.
3. The key is tapping into intrinsic motivations like autonomy, competence and purpose rather than solely relying on extrinsic rewards, and accommodating different player types' preferences for competition, collaboration, exploration and achievement.
players journey: 5-step design framework for longterm engagementAmy Jo Kim
The document outlines a 5-step framework for designing engaging player experiences:
1) Understand players through player types and motivations.
2) Identify unmet needs and intrinsically motivating activities.
3) Design for different player lifecycle stages like onboarding, habit-building, and mastery.
4) Guide skill development through progress markers and feedback systems like points, levels, and rewards.
5) Build sustained engagement through gameplay loops that trigger activities, provide outcomes, and elicit emotions.
1) Dr. Joe Totherow discusses three options for using games for instructional goals: creating gamified activities, leveraging commercial games, and designing instructional games.
2) Important concepts in designing effective instructional games are ensuring the motivation - intrinsic or extrinsic - directs learners to the instructional content, and balancing the feasibility of a project with its expected impact.
3) Recommendations include starting with clear instructional objectives that map to interesting game mechanics, keeping early games simple, and prototyping mechanics for reuse across contexts.
These are the slides from a presentation I gave May 12 at UMHS. Slideshare is experiencing technical difficulties with displaying slide notes, so I would recommend you view the narrated and captioned version located at
http://tinyurl.com/yse5do
instead.
The document discusses applying game mechanics and principles to social media to make it more fun and engaging. It defines key terms like social media, games, and game mechanics. It then provides examples of how mechanics like collecting, points systems, feedback, exchanges, and customization can motivate user behaviors on social platforms. The document also analyzes how YouTube, Twitter, and PhotoGrab incorporate various game mechanics and concludes by asking the reader for their thoughts on blending games and social media.
The document discusses metagame design and reward systems that drive engagement. It defines a metagame as layering a rewards system onto an existing activity to motivate certain behaviors. Examples of metagames include collecting items, earning ranks in karate or scouting, and frequent flyer programs. The document provides a framework for metagame design including assigning points to actions, adding feedback and rewards systems using levels, leaderboards, and achievements, and facilitating viral outreach through social sharing. It concludes with tips for compelling metagame design such as creating a coherent experience, defining appropriate point systems, motivating different player types, designing shareable rewards, and using game pacing.
Gamification draws on those same principles but takes things to a whole new level. With gamification, you can convert your existing activity and data into points and rewards and use those to provide incentives for your staff, boosting morale and performance, which ultimately benefits customer experience and satisfaction.
The Player's Journey: drive sustained engagement with Onboarding, Habit-Build...Amy Jo Kim
1. The document discusses how to design game-like experiences by understanding player motivations and creating compelling core loops with onboarding, habit-building, and mastery phases.
2. It provides examples like Duolingo, Minecraft, Kickstarter, and Twitter that use activities, feedback, and triggers to form engaging core loops.
3. The key is tapping into intrinsic motivations like autonomy, competence and purpose rather than solely relying on extrinsic rewards, and accommodating different player types' preferences for competition, collaboration, exploration and achievement.
players journey: 5-step design framework for longterm engagementAmy Jo Kim
The document outlines a 5-step framework for designing engaging player experiences:
1) Understand players through player types and motivations.
2) Identify unmet needs and intrinsically motivating activities.
3) Design for different player lifecycle stages like onboarding, habit-building, and mastery.
4) Guide skill development through progress markers and feedback systems like points, levels, and rewards.
5) Build sustained engagement through gameplay loops that trigger activities, provide outcomes, and elicit emotions.
1) Dr. Joe Totherow discusses three options for using games for instructional goals: creating gamified activities, leveraging commercial games, and designing instructional games.
2) Important concepts in designing effective instructional games are ensuring the motivation - intrinsic or extrinsic - directs learners to the instructional content, and balancing the feasibility of a project with its expected impact.
3) Recommendations include starting with clear instructional objectives that map to interesting game mechanics, keeping early games simple, and prototyping mechanics for reuse across contexts.
This document provides an introduction to gamification and funerals business. It defines gamification as using game elements and design techniques in non-game contexts to engage users and solve problems. The document discusses how gamification is being used by major companies and industries to increase engagement, which leads to loyalty and revenue. It also explores using gamification for behavior change and provides an overview of how to design a gamification system using frameworks like defining objectives, understanding player types, and creating activity loops. The document emphasizes that gamification is not just making everything a game and recommends designing gamification systems using a human-centered approach.
The document discusses analyzing social media data from Black Friday and Cyber Monday to understand customer sentiment about sales and deals. It finds that Walmart received the most positive sentiment, with a score of 900. The brand with the most positive sentiment was Amazon, with a score of 800. Sentiment analysis was performed using a lexicon to determine the number of positive and negative words in posts, and calculate a sentiment score.
Survey and Sampling: Co-Branding CapabilitiesPeanut Labs
This document summarizes the results of a survey of 460 US adults who play video or computer games. Quality checks eliminated 6.8% of low-quality responses. Celebrities like Matt Damon and TV shows like Big Bang Theory were highly rated by gamers for endorsements. Salty snacks and game bundles between titles like Animal Crossing and Starcraft showed strong co-ownership. The research provides guidance on marketing tie-ins between games, celebrities, media placements, snacks and bundled game packages.
Tales from the Aloran insurance Salesman: Bridging the Gap Between Learning G...Jordan Pailthorpe
A presentation on the game Risk Horizon and its design influences, specifically the element of mystery and discovery and how learning games should embrace this philosophy. Game created by the Emerson Engagement Lab.
Sales people are sooooo competitive! They love winning an beating each other!
Have you ever asked yourself if this is true? In fact, evidence from the field and from science shows that competition and commissions wreak havoc with your business goals. Long term damage, high burnout, annoyed customers, bad relationships between employees, gaming the system, name calling, and colleagues not helping each other are effects of competition in a sales environment, where collaboration should be a top priority.
This presentation, as shown at the Sales 2.0 Conference in San Francisco in 2014, questions the conventional wisdom of sales contests, sales commissions, and points to Gamification as a way to use better suited techniques to create a high performance sales team.
Using Twitter for marketing purpose. We have collected tweets from twitter over the Thanks Giving '13 weekend. And performed Text Mining and Sentiment Analysis on the tweets in an attempt to understand how customers reacted to various deals and promotions.
This document discusses gamification and how applying game elements to non-game contexts can drive user engagement and desired behaviors. It defines gamification as using game mechanics for non-entertainment purposes, like achieving business goals. Several key elements of successful gamification are outlined, including having a clear "win" state, giving users choices, providing feedback on progress, rewarding users, creating a sense of purpose, and ensuring the experience is fun. The document also cautions that gamification requires understanding user motivations and targeting behaviors linked to business outcomes. An approach is presented where users first define target behaviors, players/user profiles, and how to design the game experience using the six critical elements. The goal is to get users intrinsically motivated by
DMA14 Thought Leadership Series: "The Last Mile"Cramer
In "The Last Mile: Harnessing Decision Science to Make Your Audiences Act", experts from Google, Sony, UC San Diego, and Cramer came together at DMA2014 to explore the science behind human decision-making and discuss examples of how understanding those behaviors are being leveraged in-market, with great success.
Small Business Social Media and Gamification Tips Patrick Cummings
FedEx uses journey mapping and surveys to better understand their customers' needs and experiences. They discovered issues like packages piling up in a confusing manner. Gamification can be used to boost employee and customer engagement by combining social networks and gaming. It provides goals, feedback, and incentives to motivate behaviors through techniques like points, levels, badges, and leaderboards. Both employees and customers can be gamified to improve performance, training, retention, satisfaction and lower costs.
Monetizing Social Games - RockYou at GDCshayrockyou
Monetization and Business Models for Social Games - Lisa Marino, CRO of RockYou presentation from GDC 2010.
"Social games are addictive, so addictive that developers are making millions of dollars from them. There are multiple models emerging in the industry for monetizing social games. Whether it's sponsorships, virtual currencies, CPM or CPE, the opportunities to make money in this space continues to grow. The question is: How do you do it? In order to be successful, developers must choose which business models to pursue and where to focus their efforts."
Where, What, Now - Designing for collective, contextual experiencesLBi User Experience
How people are sharing their location and activities through the use of social check-in and how we can take advantage of this to create contextual, shared experiences and innovate services.
Bill Sabram has been designing games for a long time and specifically games for health for several years. This talk focuses on cumulative lessons learned from one of the field's most experienced designers.
Divided into three parts the talk will cover:
1. The intersection of game design and well-being which will cover the importance of engagement, and small actions that motivate and engage players.
2. Meet Daily Challenge, MeYou Health's well-being improvement product, learn about our clinical trail and hear Bill's design insights. www.dailychallenge.com
3. Learn about the design of Walkadoo, a free walking product that everyone can enjoy. Bill will share what worked and what didn't in building MeYou Health's pedometer program. www.walkadoo.com
2011’s HOT BUTTON TOPIC: ENGAGEMENT THROUGH GAMIFICATION.Merging Media
2011’s HOT BUTTON TOPIC: ENGAGEMENT THROUGH GAMIFICATION.
Speaker: Scott Dodson, COO, Bobber Interactive.
In just a year, Gamification has become the hottest and most engaging media strategy of the day, but are we just diving in and getting the most of Gamification or missing the mark? Can games change the way we engage film/TV audiences? US Gamification expert Scott Dodson shares some interesting insights into this new trend and provides some existing examples of good play!
Inbound Marketing Keynote Address - Prof Wade HalvorsonLester Lee
The document discusses how to effectively use social media for digital interactive marketing. It recommends segmenting the market and creating personas. Companies should choose social media channels based on the type of conversation needed for different business objectives like customer service, promotion, or crisis management. The power of word-of-mouth and creating engaging content that goes viral are also emphasized. Effective social media campaigns align messages for specific personas with landing pages and nurture leads through the customer buying cycle.
This presentation is the core PPT used in 3 virtually identical Webinars (DM News, ClickZ and our own) titled "7 Trends to Watch in 2012 and Key Tactics You’ll Need to Address Them." The Webinar intent was to lay out 7 trends that digital marketers need to consider in 2012. The trends and ideas fall into 2 camps: Those where you may need to implement the programs simply to catch up to competitors; and those that are still early and you can potentially jump ahead of them. The 7 trends discussed are: Location-based Marketing; Personality/Humanization of Content; Be Everywhere Your Customers/Prospects Are; Behavioral Data; Screensize-apalooza; Re-engagement and Re-marketing; and Email as Dynamic Platform. Presenters were Laurie Hood, VP of Product Marketing, Silverpop and Loren McDonald, VP of Industry Relations, Silverpop.
This document summarizes 7 marketing trends to watch in 2012 and tactics to address them. The trends are: 1) location-based marketing using check-ins, 2) using personality in marketing content, 3) optimizing content for different screen sizes, 4) using behavior-based marketing and segmentation, 5) remarketing to inactive customers, 6) marketing across different social media platforms, and 7) creating dynamic content. For each trend, the document provides examples of tactics such as local offers, surveys, and personalized recommendations.
This document summarizes 7 marketing trends to watch in 2012 and tactics to address them. The trends are: 1) location-based marketing using check-ins, 2) using personality in marketing content, 3) optimizing content for different screen sizes, 4) using behavior-based marketing, 5) remarketing to inactive customers, 6) engaging customers across different channels, and 7) using dynamic content. For each trend, the document provides examples of tactics like coupons for local check-ins, video content, mobile optimization, behavioral segmentation, cart abandonment emails, social media integration, and personalized recommendations.
This presentation is the core PPT used in 3 virtually identical Webinars (DM News, ClickZ and our own) titled "7 Trends to Watch in 2012 and Key Tactics You'll Need to Address Them." The Webinar intent was to lay out 7 trends that digital marketers need to consider in 2012. The trends and ideas fall into 2 camps: Those where you may need to implement the programs simply to catch up to competitors; and those that are still early and you can potentially jump ahead of them.
The 7 trends discussed are: Location-based Marketing; Personality/Humanization of Content; Be Everywhere Your Customers/Prospects Are; Behavioral Data; Screensize-apalooza; Re-engagement and Re-marketing; and Email as Dynamic Platform.
Presenters were Laurie Hood, VP of Product Marketing, Silverpop and Loren McDonald, VP of Industry Relations, Silverpop.
This document summarizes 7 marketing trends to watch in 2012 and tactics to address them. The trends include: location-based marketing using check-ins; using personality in marketing content; optimizing content for different screen sizes; using consumer behavior data; remarketing to inactive customers; having a presence on social media; and creating dynamic content. For each trend, the document provides examples of tactics such as running location-based contests and offers, personalizing messaging, designing for touchscreens, tracking online behaviors, re-engaging past customers, adding social media plugins, and generating recommendations.
Gamification techniques can increase user engagement by applying game mechanics to non-gaming activities. Data is increasing exponentially from sources like social media, sensors, and user uploads. It is important for companies to understand different digital marketing channels and integrate various tactics into a well-balanced strategy to reach consumers. Marketing professionals should communicate simply and avoid excessive jargon that does not clearly explain concepts.
The document discusses improving a company's customer journey to increase sales and loyalty. It argues that the traditional sales funnel is broken because 57% of purchase decisions are made before speaking to a supplier. The ideal process involves understanding where customers are in their journey - from awareness to referral. The key stages are described as Know, Like, Trust, Try, Buy, Repeat, Refer. Companies should determine how to add value at each stage through content like blogs, reviews and educational resources. Mapping the current customer experience against the ideal journey helps identify gaps and opportunities to better engage and support customers.
This document provides an introduction to gamification and funerals business. It defines gamification as using game elements and design techniques in non-game contexts to engage users and solve problems. The document discusses how gamification is being used by major companies and industries to increase engagement, which leads to loyalty and revenue. It also explores using gamification for behavior change and provides an overview of how to design a gamification system using frameworks like defining objectives, understanding player types, and creating activity loops. The document emphasizes that gamification is not just making everything a game and recommends designing gamification systems using a human-centered approach.
The document discusses analyzing social media data from Black Friday and Cyber Monday to understand customer sentiment about sales and deals. It finds that Walmart received the most positive sentiment, with a score of 900. The brand with the most positive sentiment was Amazon, with a score of 800. Sentiment analysis was performed using a lexicon to determine the number of positive and negative words in posts, and calculate a sentiment score.
Survey and Sampling: Co-Branding CapabilitiesPeanut Labs
This document summarizes the results of a survey of 460 US adults who play video or computer games. Quality checks eliminated 6.8% of low-quality responses. Celebrities like Matt Damon and TV shows like Big Bang Theory were highly rated by gamers for endorsements. Salty snacks and game bundles between titles like Animal Crossing and Starcraft showed strong co-ownership. The research provides guidance on marketing tie-ins between games, celebrities, media placements, snacks and bundled game packages.
Tales from the Aloran insurance Salesman: Bridging the Gap Between Learning G...Jordan Pailthorpe
A presentation on the game Risk Horizon and its design influences, specifically the element of mystery and discovery and how learning games should embrace this philosophy. Game created by the Emerson Engagement Lab.
Sales people are sooooo competitive! They love winning an beating each other!
Have you ever asked yourself if this is true? In fact, evidence from the field and from science shows that competition and commissions wreak havoc with your business goals. Long term damage, high burnout, annoyed customers, bad relationships between employees, gaming the system, name calling, and colleagues not helping each other are effects of competition in a sales environment, where collaboration should be a top priority.
This presentation, as shown at the Sales 2.0 Conference in San Francisco in 2014, questions the conventional wisdom of sales contests, sales commissions, and points to Gamification as a way to use better suited techniques to create a high performance sales team.
Using Twitter for marketing purpose. We have collected tweets from twitter over the Thanks Giving '13 weekend. And performed Text Mining and Sentiment Analysis on the tweets in an attempt to understand how customers reacted to various deals and promotions.
This document discusses gamification and how applying game elements to non-game contexts can drive user engagement and desired behaviors. It defines gamification as using game mechanics for non-entertainment purposes, like achieving business goals. Several key elements of successful gamification are outlined, including having a clear "win" state, giving users choices, providing feedback on progress, rewarding users, creating a sense of purpose, and ensuring the experience is fun. The document also cautions that gamification requires understanding user motivations and targeting behaviors linked to business outcomes. An approach is presented where users first define target behaviors, players/user profiles, and how to design the game experience using the six critical elements. The goal is to get users intrinsically motivated by
DMA14 Thought Leadership Series: "The Last Mile"Cramer
In "The Last Mile: Harnessing Decision Science to Make Your Audiences Act", experts from Google, Sony, UC San Diego, and Cramer came together at DMA2014 to explore the science behind human decision-making and discuss examples of how understanding those behaviors are being leveraged in-market, with great success.
Small Business Social Media and Gamification Tips Patrick Cummings
FedEx uses journey mapping and surveys to better understand their customers' needs and experiences. They discovered issues like packages piling up in a confusing manner. Gamification can be used to boost employee and customer engagement by combining social networks and gaming. It provides goals, feedback, and incentives to motivate behaviors through techniques like points, levels, badges, and leaderboards. Both employees and customers can be gamified to improve performance, training, retention, satisfaction and lower costs.
Monetizing Social Games - RockYou at GDCshayrockyou
Monetization and Business Models for Social Games - Lisa Marino, CRO of RockYou presentation from GDC 2010.
"Social games are addictive, so addictive that developers are making millions of dollars from them. There are multiple models emerging in the industry for monetizing social games. Whether it's sponsorships, virtual currencies, CPM or CPE, the opportunities to make money in this space continues to grow. The question is: How do you do it? In order to be successful, developers must choose which business models to pursue and where to focus their efforts."
Where, What, Now - Designing for collective, contextual experiencesLBi User Experience
How people are sharing their location and activities through the use of social check-in and how we can take advantage of this to create contextual, shared experiences and innovate services.
Bill Sabram has been designing games for a long time and specifically games for health for several years. This talk focuses on cumulative lessons learned from one of the field's most experienced designers.
Divided into three parts the talk will cover:
1. The intersection of game design and well-being which will cover the importance of engagement, and small actions that motivate and engage players.
2. Meet Daily Challenge, MeYou Health's well-being improvement product, learn about our clinical trail and hear Bill's design insights. www.dailychallenge.com
3. Learn about the design of Walkadoo, a free walking product that everyone can enjoy. Bill will share what worked and what didn't in building MeYou Health's pedometer program. www.walkadoo.com
2011’s HOT BUTTON TOPIC: ENGAGEMENT THROUGH GAMIFICATION.Merging Media
2011’s HOT BUTTON TOPIC: ENGAGEMENT THROUGH GAMIFICATION.
Speaker: Scott Dodson, COO, Bobber Interactive.
In just a year, Gamification has become the hottest and most engaging media strategy of the day, but are we just diving in and getting the most of Gamification or missing the mark? Can games change the way we engage film/TV audiences? US Gamification expert Scott Dodson shares some interesting insights into this new trend and provides some existing examples of good play!
Inbound Marketing Keynote Address - Prof Wade HalvorsonLester Lee
The document discusses how to effectively use social media for digital interactive marketing. It recommends segmenting the market and creating personas. Companies should choose social media channels based on the type of conversation needed for different business objectives like customer service, promotion, or crisis management. The power of word-of-mouth and creating engaging content that goes viral are also emphasized. Effective social media campaigns align messages for specific personas with landing pages and nurture leads through the customer buying cycle.
This presentation is the core PPT used in 3 virtually identical Webinars (DM News, ClickZ and our own) titled "7 Trends to Watch in 2012 and Key Tactics You’ll Need to Address Them." The Webinar intent was to lay out 7 trends that digital marketers need to consider in 2012. The trends and ideas fall into 2 camps: Those where you may need to implement the programs simply to catch up to competitors; and those that are still early and you can potentially jump ahead of them. The 7 trends discussed are: Location-based Marketing; Personality/Humanization of Content; Be Everywhere Your Customers/Prospects Are; Behavioral Data; Screensize-apalooza; Re-engagement and Re-marketing; and Email as Dynamic Platform. Presenters were Laurie Hood, VP of Product Marketing, Silverpop and Loren McDonald, VP of Industry Relations, Silverpop.
This document summarizes 7 marketing trends to watch in 2012 and tactics to address them. The trends are: 1) location-based marketing using check-ins, 2) using personality in marketing content, 3) optimizing content for different screen sizes, 4) using behavior-based marketing and segmentation, 5) remarketing to inactive customers, 6) marketing across different social media platforms, and 7) creating dynamic content. For each trend, the document provides examples of tactics such as local offers, surveys, and personalized recommendations.
This document summarizes 7 marketing trends to watch in 2012 and tactics to address them. The trends are: 1) location-based marketing using check-ins, 2) using personality in marketing content, 3) optimizing content for different screen sizes, 4) using behavior-based marketing, 5) remarketing to inactive customers, 6) engaging customers across different channels, and 7) using dynamic content. For each trend, the document provides examples of tactics like coupons for local check-ins, video content, mobile optimization, behavioral segmentation, cart abandonment emails, social media integration, and personalized recommendations.
This presentation is the core PPT used in 3 virtually identical Webinars (DM News, ClickZ and our own) titled "7 Trends to Watch in 2012 and Key Tactics You'll Need to Address Them." The Webinar intent was to lay out 7 trends that digital marketers need to consider in 2012. The trends and ideas fall into 2 camps: Those where you may need to implement the programs simply to catch up to competitors; and those that are still early and you can potentially jump ahead of them.
The 7 trends discussed are: Location-based Marketing; Personality/Humanization of Content; Be Everywhere Your Customers/Prospects Are; Behavioral Data; Screensize-apalooza; Re-engagement and Re-marketing; and Email as Dynamic Platform.
Presenters were Laurie Hood, VP of Product Marketing, Silverpop and Loren McDonald, VP of Industry Relations, Silverpop.
This document summarizes 7 marketing trends to watch in 2012 and tactics to address them. The trends include: location-based marketing using check-ins; using personality in marketing content; optimizing content for different screen sizes; using consumer behavior data; remarketing to inactive customers; having a presence on social media; and creating dynamic content. For each trend, the document provides examples of tactics such as running location-based contests and offers, personalizing messaging, designing for touchscreens, tracking online behaviors, re-engaging past customers, adding social media plugins, and generating recommendations.
Gamification techniques can increase user engagement by applying game mechanics to non-gaming activities. Data is increasing exponentially from sources like social media, sensors, and user uploads. It is important for companies to understand different digital marketing channels and integrate various tactics into a well-balanced strategy to reach consumers. Marketing professionals should communicate simply and avoid excessive jargon that does not clearly explain concepts.
The document discusses improving a company's customer journey to increase sales and loyalty. It argues that the traditional sales funnel is broken because 57% of purchase decisions are made before speaking to a supplier. The ideal process involves understanding where customers are in their journey - from awareness to referral. The key stages are described as Know, Like, Trust, Try, Buy, Repeat, Refer. Companies should determine how to add value at each stage through content like blogs, reviews and educational resources. Mapping the current customer experience against the ideal journey helps identify gaps and opportunities to better engage and support customers.
This document discusses improving a company's customer journey to increase sales and loyalty. It notes that 57% of purchase decisions are made before speaking to a supplier. The ideal customer journey involves helping customers through phases from knowing a company, liking it, trusting it, trying its products or services, buying, repeating purchases, and referring others. The document provides examples of content and touchpoints that can be used at each phase, such as content for awareness, education, engagement, and conversion. It also discusses mapping the current customer journey and designing an ideal one to better meet customer needs and monitor the experience.
Using Customer Data to Improve Email RelevancyVivastream
The document discusses using customer data and segmentation to improve email marketing efforts. It provides examples of how MGM Resorts collects customer data through their M life loyalty program and uses that data to personalize the customer experience from booking through post-visit communications. Personalizing email communications based on customer attributes like past purchases, preferences, and location can increase engagement by sending more relevant messages.
Integrated Lifecycle Marketing Workshop: Putting the Marketing Democracy to W...Vivastream
The document discusses how marketers can empower consumers and leverage the new "marketing democracy" enabled by digital channels. It argues that marketers should embrace a permanent campaign mindset, enlist influential customers as brand advocates, and practice the "Groundhog Day theory of marketing" by personalizing interactions based on a customer's complete history and context. Specifically, it recommends using customer, social, and transactional data to target the right messages to the right people at the right time across channels on an ongoing basis.
Understanding the membership lifecycle is key to improving membership growth. The lifecycle includes five stages: Awareness, when organizations help prospects discover them; Recruitment, when prospects decide to join; Engagement, when members want to participate; Renewal, when members decide to continue their membership; and Reinstatement, when former members reconsider. Each stage involves targeted communications through the right channels to move prospects and members through the cycle.
2. Agenda
What is Feelgood games?
Core principles
ARM yourself
Audience segmentation
6 powers of persuasion
Customer relationship management
How these are being applied
Questions
4. Commercial proposition
“Feelgood games is a new, high quality
games portal targeting 25-44 mass market
women with free and paid for games of
chance and skill delivering advertising and
direct to consumer transactional revenues”
6. ARM yourself
ACQUISITION:
How do I get people through the
door cost-effectively?
RETENTION:
How do I keep people coming
back for more?
MONETISATION:
How do I build money-making
strategies
8. 6 powers of persuasion
1. Social proof
2. Reciprocity
3. Consistency & commitment
4. Likeability
5. Authority
6. Scarcity
9. Social proof
In a world of increasing choices we rely on each others
feedback
People look to others for their lead
Particularly friends
10. Reciprocity
You scratch my back I’ll scratch yours
If someone gives you something, you are like to
reciprocate
11. Consistency and Commitment
We all want to be consistent
We all respond favourably to consistency
It is easier to say yes to people you can rely on
12. Likeability
You are more likely to say yes to people you like
We often like people like us
13. Authority
Trust and credibility
People will do what someone in authority tells them
Tell people what you want them to do!
14. Scarcity
Creating demand is very powerful
Only 20 left
50% off TODAY
For a limited time only
Create a reason for doing something right now
15. 6 powers of persuasion
1. Social proof
2. Reciprocity
3. Consistency & commitment
4. Likeability
5. Authority
6. Scarcity
… winning formulas use at least two powers at anyone time!
17. CRM - campaign activity
Welcome programme Segmentation examples
Review current habits of consumers, provide tailored comms
Refer a friend • Based on value
• Identify patterns with spend, timings, frequency Lifetime value
Cross and Up sell • Game plays
Pending lapsed • When do they tend to “drop off”
• Active player days
Lapsed and Winback • Product uptake
• Deposit behaviour - First time, average value, frequency
There are many ways to communicate to your customer segments
Email examples
18. Daily loop mechanics
Commitment
Create events where people commit
to an action
Collaboration and
reciprocation
Give people actions that need
reciprocating
Rewards and achievement
Tell people what you want them to do
Reward positive behaviour
19. Status
Access
Power
Stuff
Showing off is very important…
Make sure people can see how good you are
21. Consumer proposition
“Feelgood games is the new, exciting, games
site featuring the worlds favourite games, that
rewards you for having fun”
“Play FREE games, get REAL rewards”
22.
23. Unique selling point
1. At the end of each game play, your time is rewarded
through
the assignment of a score, feelies or trophies
A product sample, consumer offer or a tangible gift
2. The player then has the option of keeping the reward
for themselves or gifting the reward to their friends or
family
24. Reward System Summary
This is THE HEART of
Feelgood games.
It uses;
Social proof
Reciprocity
scarcity
and plays on;
Authority
Likeability
Consistency
and it drives;
1. Sign ups
2. Viral acquisition
3. Retention
4. Monetisation
25. We try to apply to all communications
Social proof, likeability, authority, scarcity
26. The importance of Social (proof)
People keep going to places if their friends are there
And until their friends turn up, Liz, Jenny and Sue prove that people like them
are there
28. Welcoming players to Feelgood games
The Welcome process for Feelgood games is completed within 14 days of
registration
There are 4 emails designed to manage a customer through the first few weeks
of their FGG life increasing brand engagement and direct response
We promote key games, ask customers to become advocates and cross sell to
our high margin products such as Bingo.
14 days
29. Phase 1 registered player comms
Registered customers receive 3 email per week, sent Tuesday’s,
Thursday’s and Saturday’s
Game challenge Game launch Meet the winners
30. On-site messaging – the softer sell
Messages from Sue
Event based on-site messaging
Personalised welcome
Game play hints and tips
Follow up on problem reporting
Personal challenges and
quests
Cross and Up sell
Retention offers
VIP programme
Super user groups
Game and usability testing
Advocates
Ongoing data segmentation
31. Daily loop mechanics
Reward system
Daily draw
Trophies and points
Facebook challenges
Progress bar
32. CONCLUSIONS
Segment your audience…
Focus on retention…
Use at least 2 methods of persuasion…
Social proof
Reciprocity
Consistency
Likeability
Authority
Scarcity
Reward commitment…
With real and virtual stuff…
Not forgetting status and ego!
Editor's Notes
2006 Connect began marketing online bingo via partnership – pay-to-play games of chance via direct to consumer transactional wallet2008 IPC Inspire acquired Mousebreaker – the UK’s leading casual gaming site targeting men – free-to-play games of skill with an ad modelBetween then and 2010 both teams worked independently until both realised the importance and scale of involvement of women in gamingwhile 50% of an online gaming audience are women, 72% of paying players are women, with the core demographic being 35+ mass marketAnd casual gaming and social gaming converged/emerged to become the fastest form of me-time our core audience were turning toWith a market estimated to turn over around £1 billion in revenueStrategically, gaming offers is a complimentary me-time product to magazines that allows IPC to maintain and grow its audience reachWhile offering an additional revenue stream to advertising
We’ll talk a lot about segmentation - gamer types was the first key learning for us which we apply across everything we do.People behave in different ways. Different people are motivated in different ways. According to a guy named Bartle [1997], there are four main player types, each of which needs to be catered for when designing a game experience. Explorers(9% of users) Explorers want to go where no one else has gone and know what no one else knowsKillers make up 1% of the community. It’s all about “beating” another humanAchievers (10% of users) want elite status, and to show it off. Socialisers(80% of users) It doesn’t matter what they do as long as they do it with friends. They are non-confrontational and support and nourish the other player types Everyone is a bit of each one… with bias
And rewards don’t have to be financial.Effective rewards cost very little but are highly valued by users. From our magazine experience we knew that lots of low value prizes worked better than fewer large value ones.But we were excited to learn that status is probably the most effective reward along with other virtual items that can be shown off in social environemnts. Access to restricted features, options Power is in terms of community moderators; voting to change content or shape future games and promosStuff, both material (e.g. cash prizes) and virtual (e.g. FarmVille seeds). Material stuff is costly to provide, whereas virtual goods are often free.
EPILOGUE: Acknowledgements & References AcknowledgementsA big thank you to the folks at Evly.com for their tireless efforts in helping to set up and run our experiment, especially: Maike Schulze Amy Abrahams Mehul Sangham Eran Eyal Eric Edelstein Also, a big thank you to the people who agreed to be interviewed by us, including: Gavin Marshall Danny Day Tom Ewing Finally, thank you to the following for your great feedback and advice on earlier drafts of this paper: Butch Rice Lesley van der Walt Philip Collier