Winning More Customer Engagement with Gamification
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South Florida Code Camp presentation by Cara Pluff, Director of Marketing at www.appliedi.net, and Kody Betonte, Interactive Marketing Manager at www.arrowdesigns.com. Learn about gamification and how you can use it to further engaged your customers and increase sales.
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Winning More Customer Engagement with Gamification
- 1. Winning Customer Engagement with Gamification Kody Betonte @JKode kody.betonte@arrowdesigns.com www.arrowdesigns.com Cara Pluff @TweetsByCara cpluff@appliedi.net www.appliedi.net
- 2. Let’s Play A Game!
- 3. Welcome to the Engagement Crisis
- 4. So who’s the most naturally engaged? “…but our princess is in another castle.” “Winner is you!” “It is pitch black. You are likely to be eaten by a grue.” “Boomshakalaka.” “You have died of dysentery.” “It's dangerous to go alone! Take this.”
- 5. Ah Gamers!
- 6. Granny is even hip to gaming!
- 7. Which brings us to…GAMIFICATION!
- 8. So really, what IS gamification? The process of using game thinking , game mechanics , & game design in order to engage audiences & solve problems
- 9. Gaming gets it done! 100,000,000 Human Hours 3 Weeks of Game Play 7 Days of Game Play Source: Jane McGonical
- 10. And if that’s not enough to inspire you… • The overall market is projected to grow to $5.5 billion by 2018 • Business spending will increase from an estimated $242 million this year to $2.8 billion in 2016 Source: M2Research
- 11. Business Benefits of Gamification • CUSTOMER ENGAGEMENT • RETURN SHOPPERS • FREE MARKETING • INCREASED PAGE RANKINGS • NEW RELATIVE CONTENT • BRAND AWARENESS • SOLVE COMPLEX BUSINESS PROBLEMS THROUGH CROWD SOURCING • POWERFUL CUSTOMER DATA • KEEPS YOUR BRAND RELEVANT
- 12. In other words…gamification = #winning
- 13. But how do I start with gamification? ?
- 14. What defines a game? A Goal Rules Feedback System Voluntary Participation Source: Jane McGonical
- 15. Wait, what about #winning? Well, tell us… when does Tetris end?
- 16. Here, we’ll prove it. 1. Goal: Get a ball in a series of holes, with fewest tries possible. 2. Rules: Use a club to hit the ball. 3. Feedback System: Distance, Strokes. 4. Voluntary Participation: Obviously high if you’re wearing plaid pants.
- 17. It can be summed up as… “Playing a game is the voluntary attempt to overcome unnecessary obstacles.” – Bernard Suits
- 18. 3 components to #winning Gamer Motivation & Types #Winning Game Mechanics Game Lifecycle
- 20. Motivation 1.0 SelfActualization Esteem Love Safety Biological & Physiological
- 21. Motivation 2.0
- 24. The Four Gamer Types Achiever Socializer Explorer Killer Source: Richard Bartle
- 25. Achievers • Really only 10% of the population • Prefer to continuously gain • About the prestige of having accolades • Appeal to them: • • Establish points & levels Display measurements of success
- 26. Socializers • About 80% of the population • Most enjoyment from interaction • Often healers • Appeal to them: • • Create multi-player options Incorporate social components
- 27. Explorers • Like to dig around and discover • Learn about hidden attributes and places • Will exhaust all options • Appeal to them: • • • Allow their own pace Incorporate hidden passages and places Require close attention to detail
- 28. Killers • Thrive on competition with other players • In it for the sport & highly honorable • Appeal to them: • Leaderboards • Head-to-Head competition
- 29. Watch your language… Win, Pass, Unlock, Conquer, Complete Showoff, S hare, Custo mize, Colla borate Network View, Searc h, Collect, Curate Beat, Brag, Taunt, Fight Challenge
- 30. Game Mechanics
- 31. Game Mechanics • • • • • • • • Leaderboards Points Badges Levels Missions Rewards Surprises Virtual Goods • • • • • • • • Progress Bars Timers Feedback Friending Progress Loss Secret Codes Elite Status Symbols Limited Offers
- 32. What do mechanics achieve? Source: BunchBall
- 33. Where do we see these mechanics? FROM LOYALTY CARDS FOR OUR FAVORITE STORES TO FITNESS APPS – WE ARE ALL PARTICIPATING IN GAMIFICATION.
- 34. Sometimes you won’t even realize it HOW ABOUT WHEN YELP HELPS YOU JUSTIFY A NIGHT OUT ON THE TOWN. YOU ARE PLAYING A GAME.
- 35. Did you check-in somewhere today? When it comes to Foursquare, there’s no greater high than snagging mayorship from a stranger or your friend!
- 36. Red Robin = #winning
- 37. Your vision realized! Inspired Behaviors Game Mechanics • • • • • • Increased Time on Site Repeat Site Visits Sharing with Friends Writing Reviews Evangelizing Site Purchasing Products
- 38. Game Lifecycle
- 39. Gamer Lifecycle Focus on creating: Desire Incentive Focus on creating: Challenge Achievement Master Expertise Player Habit-Forming N00b Onboarding Focus on creating: Feedback Skill
- 40. What does that lifecycle look like?
- 41. Let’s look at some case studies…
- 42. Play or Pay: Pact Get to the gym, meet your goals GET PAID! Stay on the couch, skip the gym IT WILL COST YOU!
- 43. See the engagement & the results
- 44. Just Do It: Nike+ • Increased Nike+ membership by 40% • Increased Running Revenues by 30%
- 45. But why stop there?
- 46. 120,000 Nike+ Users Engaged
- 47. Completing 63,000 Missions And earning 68 MILLION in NikeFuel
- 48. Sometimes I talk to myself… “I wonder what the next level is. If I add a mile to my run, I’ll be able to unlock it.”
- 49. How one brand earned 50 million users: MEET DROPBOX.
- 50. We can learn a lot from this guy. .
- 51. Want more space? The first 2GB are FREE! What comes next depends on how much you’re willing to play.
- 52. Earn & keep customer loyalty BUILD CUSTOMERS WHO BELIEVE IN YOUR BRAND ENOUGH TO TRUST YOU WITH THEIR INFORMATION AND SHARE THEIR EXPERIENCE WITH THEIR PERSONAL NETWORK.
- 53. Think in terms of your business Dropbox customers quickly became sales & marketing representatives!
- 54. How about special promotions?
- 55. High impact, fast results are reality • In less than 15 minutes, Quikly sold over five hundred $10 Moosejaw gift cards. • Gift card holders then made average purchases of $66, a 560% return on investment. • 76% shared their achievement on social media. • Created over 245,000 social media impressions.
- 56. But is that common?
- 57. Deloitte Leadership Academy Soars 75% FASTER COMPLETION # of users returning to the site 47 % 36 % daily weekly
- 58. Domino’s made a pizza building game…
- 59. Increased sales by a whopping 30%!
- 60. What if I’m dealing with a snooze fest?
- 61. Gamification can take drab to fab!
- 62. Wait…what difference did it make? 54% Trial Increase 15% Buy Click Increase 29% Sales Revenue Increase
- 63. Finally, how can my brand be a game… while maintaining my brand image and messaging?
- 64. Strategically, that’s how. A GOOD MARKETING IDEA IS USELESS WITHOUT RESEARCH, GOOD DESIGN, AND LOTS OF TESTING… SKIPPING THESE STEPS WILL ENSURE FAILURE.
- 65. Phew, we made it!
- 66. With these strategies, you’ll be #winning customer engagement… Cara Pluff @TweetsByCara cpluff@appliedi.net Kody Betonte @JKode kody.betonte@arrowdesigns.com www.appliedi.net & www.arrowdesigns.com
Editor's Notes
- KodyRaise your hand if any of you have any of you ever fallen sleep during a conference session? At least we know X amount of people are being honest we can begin…This is going to be an interactive session, so please don’t make us stand up here and do all the work.Kody intro Cara Intro
- CaraTake a seat if:You have a twitter accountYou’ve watched a youtube video in the past weekYou’ve had to create a user account or login via facebook to a websiteYou can’t leave home without your phoneIf you take your phone into the bathroomYou have a facebook accountEtc. Etc.Popeye’s gift card
- KodyEverybody everywhere wants a piece of you…instagram, facebook, hootsuite post to all, companies to like, blah blahblahIt’s OVERWHELMING…and I don’t wanna have another account (whiney voice)
- KodyHere are a few hints.So who’s the most engaged…Does anyone recognize what games these quotes come from?“but our princess is in another castle” – Mario Bros.“Boomshakalaka” – NBA Jam“Winner is you!” – Pro Wrestling“You have died of dysentery” – Oregon Trail“It’s dangerous to go alone. Take this.” – Legend of Zelda“It’s pitch black. You are likely to be eaten by a grue.” - Zork
- KodyWhen somebody mentions the word “gamer” most of us envision a certain image in our minds and for a long time there was definitely a particular stereotype regarding gamers
- KodyThe gaming evolution has arrived and now all sorts of different demographics can be considered gamers…from grandmas to children
- CaraWired, BusinessWeek, Mashable and Forbes have all fueled the hype-wagon in their own way, predicting up to 10X growth in gamification by 2015.Savvy marketers and HR pros are looking for something to fill the “what’s next” vacuum as social media descends from its frenzied peak to the plateau of normal, so they’re increasingly kicking the tires of gamification.
- Cara
- CaraTo put it mildly, gaming can accomplish a lot. In one of Jane McGonical’s presentations she talked about this amazing fact originally presented by Charles Sharky. It is estimated that the building out of Wikipedia (every topic and article as it exists today) took 100 million human hours. Now if we take that 100 million cumulative human hours in terms of gaming that would be the equivilant of 3 weeks of Angry Birds or 7 days of Call of Duty.Monetize the shit out of game play
- Cara
- Kody
- Kody
- Cara
- CaraThis definition may surprise you for what it lacks:Interactivity, Graphics, Narrative, Rewards, Competition, Virtual environments, WinningThese are features not defining traits, you can play tetris and never win.
- CaraKody interrupts with what about #winning?
- CaraIf you weren’t playing a game, you’d achieve this goal the most efficient way possible: you’d walk right up to each hole and drop the ball in with your hand, right? What makes golf a game is that you willingly agree to stand really far away from each hole and swing at the ball with a club. Golf is engaging because you, along with all the other players have agreed to make the work more challenging than it has any reasonable right to be. Add to that challenge a reliable feedback system – you have both the objective measurement of whether or not the ball makes it into the hole, plus the tally of how many strokes you’ve made – and you have a system that not only allows you to know when and if you’ve achieved the goal, but also holds out the hope of potentially achieving the goal in increasingly satisfying ways: fewer strokes, or against more players.
- Cara
- Cara
- KodyLet’s talk about gamer motivation and types
- KodyMotivation 1.0 was base on Maslow’s hierarchy of needs that presumed that humans were biological creatures, struggling to obtain our basic needs for food, security and you know, snuggling.
- KodyMotivation 2.0 presumed that humans also respond to rewards and punishments.That worked fine for routine tasks but incompatible with how we organize what we do, how we think about what we do, and how we do what we do. We need an upgrade.The carrot and the stick are great for simple tasks but when the tasks get complex the carrot doesn’t work anymore
- KodyWatch video
- KodyMotivation 3.0 the upgrade we now need,humans also have a drive to learn, to create, and to better the world. People striving for purpose, mastery and automonyWe see that today in work place cultures like google and facebook.
- Caramassively multiplayer online role-playing gamesAchiever – likes to achieve, 10%Problems: not everybody can win, 80% socializersSocializers – wants to engage, lightweight, non confrontational Explorers – hidden levels, playing for the social credit in discovering thingsKillers – Less than 1%...I must win and you must lose, and everybody must see that, and lots of credit from the community
- Cara
- Cara
- Cara
- CaraMost active and engagedStatus is the most important motivator
- CaraEasy ways to identify which gamer-style you are actually talking to
- KodyLet’s talk about game mechanics
- KodyHere are some game mechanics……There are lots of ways to inspire and motivate the behaviors you would to see from the different types of gamers. We all have seen leaderboards, remember pac man, we all wanted to be at the top of the list. Remember the guy who had all top ten spaces and you really wanted to push him out
- KodyDepending on what human desire you are trying to fulfill with your game will determine what game mechanic you are going to use. For example, if you want to fulfill status then you would use levels.
- KodyStores that offer points based on purchases Every time a cashier says, “Do you have our rewards card?” that is a business that participates in Gamification.Sites like Yelp or Foursquare where members can earn badges for “checking in” to businesses. Most of us are currently participating in a form of Gamification without even realizing it. Did you get a coffee at Starbucks this morning and check in on Twitter? Or at the airport when you landed? Do you have the Starbucks app? Do you check your points to see how many until your free drink?
- Kody
- Kody
- KodyRR incorporates a lot of different game mechanic strategies and does so successfully. You can see they have my rewards so you can get that free coke for buying a super secret menu item, check-in so you can brag you were there, loyalty points for purchases, and they even have an onion ring toss game.
- KodySo through gaming mechanics you can realize a lot of the benefits of gaming such as social sharing, repeat purchases etc.
- Cara
- CaraBring up candy crush
- Cara
- KodyLet’s look at a few examples of how motivation, mechanics, and lifecycle has been implemented with a few case studies.
- Kody
- Kody
- CaraFor example, Nike reportedly increased its Nike+ membership by 40 percent — and its revenues in the running category by 30 percent — after it allowed customers to accumulate points by logging details of their personal progress toward a fitness goal into its Nike+ Running app.Read more: http://blog.intuit.com/marketing/how-to-gamify-your-marketing-efforts/#ixzz2tbYRSqOP
- Carahttps://www.youtube.com/watch?v=WHU7einzO9E
- CaraThe game took players through an inclement weather adventure that was broken up into various missions, each with varied NikeFuel goals and time durations. The overall goal was to complete all missions and to arrive at "The ARC," the ultimate safe haven. The game featured athletes Allyson Felix, Calvin Johnson, Alex Morgan, and Neymar Jr. as the in-game "guides" to help players navigate through each mission while introducing seasonal Nike products.
- CaraThroughout gameplay, there was a chance for players to unlock Bonus Missions, get early access to exclusive Nike products, and receive Nike+ badges. Motivated by NikeFuel Missions, the Nike+ community got active, earned rewards, and pushed themselves harder during the cold winter.
- CaraAm I just a ginormous dork? Well…yes.
- Kody
- KodyFounded in 2007 by MIT graduate Drew Houston after he grew tired of leaving his flash drive as home. Dropbox officially launched in 2008.
- KodyRefer a friend, connect your facebook, follow dropbox on twitter, give dropbox a review all for additional free space.
- Kody
- Kody
- CaraQuikly, a hot new start-up, takes the traditional model of retail – selling an item for a fixed price – and flips it on its head, using real-time pricing to drive demand. As time goes on, price increases. The constant increase in price creates a sense of urgency and leads consumers to take action. In other words, Quiklygamifies e-commerce.
- CaraHERE’S THE SETUPMoosejaw and Quikly designed a campaign using Quikly’s proprietary stair-step pricing platform. To build demand, Moosejaw offered $10 gift cards starting at $1. Once the release launched, the price would increase rapidly from $1 to $5.Moosejaw sent teaser messages with a sneak preview of the upcoming deal, including three Facebook posts promoting the offer. Consumers could opt in to the deal, without knowing exactly when it would go live for purchase. They only knew that the faster they reacted, the better price they scored – creating mystery, intrigue and suspense, but also a captivated audience.Quikly also included a feature called Team Building, which allows participants to invite their friends. The more friends a player invites, the better the player’s chances are of scoring a great deal. All team members get the lowest price locked in by any other member of the team. Team Building played an integral role in fueling 2,000 registrations for the Moosejaw campaign in just two days.http://www.prweb.com/releases/2013/5/prweb10753524.htm
- Cara
- KodyDeloitte Leadership Academy experience has become "addictive" and competing with peers is now part of how clients are achieving their learning plans. The leader board has been an important element as it creates a status oriented competition amongst users inside their organization.http://www.techrepublic.com/blog/big-data-analytics/gamification-data-can-drive-roi/165/
- Cara
- Carahttp://www.forbes.com/sites/scottdavis/2012/06/21/getting-apps-right-how-dominos-is-beating-the-odds/
- CaraAutodesk sell engineering and architecture software. 3DS Max is for media and entertainment editing ie movie animation.
- Cara
- CaraThe updated Autodesk 3ds Max featured an eight-step guided tutorial where artists took the in-game data pad from a sketch to a fully textured 3D asset. The tutorial purposefully mimicked real-world asset creation to show how Autodesk 3ds Max fits into the art creation workflow and to allow artists to envision using this tool in their projects.At the same time, we created an intriguing storyline and offered a healthy reward system to incentivize users to finish the trial and understand 3ds Max fully. We coupled in-game benefits with real world prizing and had a grand prize of a license to the Autodesk Entertainment Creation Suite Ultimate Edition 2013, which includes our top 3D animation tools Autodesk 3ds Max, Autodesk Maya, Autodesk Mudbox, Autodesk MotionBuilder, Autodesk Softimage and Autodesk SketchBook Designer.http://www.gamasutra.com/blogs/AndyMott/20130604/193506/Gaming_the_System_How_Gamification_Offers_a_Better_Learning_Experience.php
- KodyHow can a brand live in a game world while still being true to brand message?Might wonder how to incorporate this into your brands existing site or how you can control a community run program.Testing, market research, and good design before launch. A well thought out program. Knowing your customer
- Kody
- KodyGamification engages users & inspires behaviors.Know the 4 traits of a game: GoalRulesFeedback SystemVoluntary ParticipationUnderstand the 3 Core Components:Gamer Type & MotivationGame MechanicsGamer LifecycleStrategize, Build, Test, Deliver = #winning
- Cara