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Gamification: How to Level Up Consumer Engagement
The document discusses the concept of gamification, which applies game mechanics to non-game activities to enhance consumer engagement and achieve various business goals. It highlights trends in gamification driven by social gaming and mobile technology, and outlines the game mechanics that impact behavior, such as points, challenges, and leaderboards. Additionally, it offers strategies for implementing gamification and measuring its effectiveness in achieving objectives like increased customer compliance and improved service.
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Gamification: How to Level Up Consumer Engagement
- 1. Gamification Level Up ConsumerEngagement Shaun Quigley VP, Digital Practice Director squigley@brunnerworks.com 412.995.9500 Brunnerworks.com BHiveLab.com @squigster #ForTheWin
- 2. Automatic Content Recognition Augmented Reality Showrooming Near Field Communication
- 3. My tailgate is betterthan your tailgate!
- 4. Agenda! 1. Trends (andhype) 2. Why game mechanics drive engagement 3. Case studies 4. Platforms 5. Gamify Anything 6. Metrics
- 5. Gamification Level Up ConsumerEngagement Shaun Quigley VP, Digital Practice Director squigley@brunnerworks.com @squigster 412.995.9500
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- 8. What is it? Gamificationapplies game mechanics to non-game activities to drive engagement and solve problems
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- 17. What’s driving it? HELLO,I am impervious to your advertising
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- 19. What’s driving it? Rise in social gaming Rise in mobile-social technology adoption Less attention from consumers Cuts across industries Familiar to consumers
- 20. What is it? Gamificationapplies game mechanics to non-game activities to drive engagement and solve problems
- 21. It ain’t nogame How we make things in the Gamification world (non-game activities) more engaging Advergaming Games created specifically for marketing purposes Games Games we play as kids and adults
- 22. What is it? How we make things in the world (non-game activities) more engaging (Business goals helped by game mechanics) (game mechanics) (actual games) Games created specifically for marketing purposes (entertainment with a business goal) Games we play as kids and adults (mostly entertainment)
- 23. What is it? How we make things in the world (non-game activities) more engaging (Business goals helped by game mechanics) (game mechanics) (actual games) Games created specifically for marketing purposes (entertainment with a business goal) Games we play as kids and adults (mostly entertainment)
- 24. game mechanics Appointments Points Levels Challenges Virtual Goods Leaderboards Gifting and Charity
- 25. Game mechanics impactbehavior by satisfying fundamental human desires Graphic: bunchball.com
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- 27. Motivate through psychology Motivations Ability Persuasive Triggers Technology Behavior Change Satisfy Human Gaming fundamental human Psychology Trends Aided by mobile-social desires technology
- 28. Non Compliance compliance
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- 30. Appointment yesterday today
- 31. Appointments yesterday today
- 32. Points yesterday today
- 33. Levels yesterday today
- 34. Levels yesterday today
- 35. Challenges yesterday today
- 36. Badges yesterday today
- 37. Leaderboards yesterday today
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- 39. Game mechanics changebehavior by satisfying fundamental human desires Graphic: bunchball.com
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- 44. Buffalo Wild Wings + + • Well-trained staff • Good consumer • Simple platform • Good marketing connection • Good timing
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- 49. recipe for success Objectives Success metrics Audience Hot Idea Spicy game mechanics Appetizing Promotion
- 50. Clarify your objectives • increase value per purchase • drive new product/service adoption • acquire/segment users • get feedback • increase compliance • train staff • improve customer service
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- 52. Make it agame! 1. Decide on a topic 2. Pick an audience 3. Define player motivations 4. Define your victory conditions 5. Set the rules for the game 6. Make it social
- 53. Audience • Who are they? • What are their attitudes? • What motivates them? • How do you want them to behave?
- 54. Audience • Who is the consumer? • What are their motivations? • What are their current attitudes? • How do you want them to behave?
- 55. Player motivations • Competition • Mastery • Free • Winning • Affiliation • Power • Loyalty • Curiosity
- 56. Choose win condition • Rescue/escape • Victory points • Checkpoint • Race • Territory Control • Capture • Survival • Elimination
- 57. Set rules • Points (+/-) • Levels • Reward schedule • Auction • Risk • Variable challenge • Time • Loss aversion • Risk • Luck
- 58. Make it social • Social Status • Collecting • Achievement • Feedback • Collaboration • Leaderboard • Gifting • Customization
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- 60. “Dare to quitsmoking” Topic: Smoking Audience: Smokers who want to quit Motivation: Achievement, Acceptance Victory Condition: Quit Mechanics Variable, customization, badges, gifting
- 61. Nike+ Topic: Running Audience: Runners who listento music Motivation: Competition, Mastery, Achievement Victory Condition: Goal achievement Mechanics Challenge, customization, feedback
- 62. Time2Brush! Topic: Brush your teeth Audience: Kids Motivation: Instantgratification, winning Victory Condition: Checkpoints Mechanics Challenge, customization, feedback
- 63. Enterprise gamification Topic: Better serve your customers Audience: Developers Motivation: Power, competition, mastery Victory Condition: Victory points, race Mechanics Social points, leaderboard, achievement, communal collaboration
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- 65. 1. What’s thebusiness goal? 2. How will this effort help achieve it? 3. Develop measureable objectives - Do benchmarks exist? 4. What will be measured? 5. How will it be measured?
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- 67. Brand awareness Perceptions Awareness Recall Web interaction Brand buzz (social) Consideration Program enrollment Offer response rates Coupon redemption Trial Sales conversion CRM Segmentation Customer satisfaction Loyalty Pass-along Net promoter score Advocacy Virality
- 68. Awareness eScore Consideration Trial Recency Frequency Duration Loyalty Virality Ratings Advocacy
- 69. Lipstick on apig?
- 70. Thanks! Shaun Quigley VP, DigitalPractice Director squigley@brunnerworks.com @squigster 412.995.9500 Brunnerworks.com BHiveLab.com
- 71. Gamification Level Up ConsumerEngagement Shaun Quigley VP, Digital Practice Director squigley@brunnerworks.com @squigster 412.995.9500
- 72. The Valentine’s Game Topic: Valentine’s day Audience: YOU! Motivations Reward Victory Condition: Victory points Mechanics Appointment, gifting , communal collaboration, Turns/randomizers
- 73. Thanks! Shaun Quigley VP, DigitalPractice Director squigley@brunnerworks.com @squigster 412.995.9500 Brunnerworks.com BHiveLab.com