winning customer engagement with gamification
TRANSCRIPT
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Winning Customer Engagement with
GamificationCara Pluff, Applied Innovations@TweetsByCara
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Welcome to the Engagement Crisis
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Who’s the Most Engaged? Here are some hints:
“It is pitch black. You are likely to be eaten by a grue.”
“It's dangerous to go alone! Take this.”
“…but our princess is in another castle.”
“Finish him!”“You have died of dysentery.”
“Waka, waka, waka.”
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Ah Gamers…near & dear to my heart!
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The Gaming Evolution Has Arrived
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Even I Could Be Considered a Gamer
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Which Brings us to da da da….Gamification! (& all its hype)
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The process of using
game thinking , game mechanics , &
game designin order to
engage audiences & solve problems
So Really, What Is Gamification?
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Gaming Gets It Done
3 Weeks of Game Play 7 Days of Game Play
100,000,000 Human Hours
Source: Jane McGonigal
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The overall market for gamification tools, services, and applications is projected to grow to $5.5 billion by 2018 (M2 Research)
And if that’s not enough to inspire you…
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#Winning
Gamer Motivati
on & Types
Game Mechani
csGame
Lifecycle
3 Keys to Gamification Success
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Gamer Motivation
& Types
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Self-
ActualizationEsteem
Love
Safety
Biological & Physiological
Motivation 1.0
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Motivation 2.0
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Motivation 3.0
Mastery
PurposeAutonomy
Source: Daniel Pink, Drive
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Achiever Socializer
Explorer Killer
Bartle’s Four Gamer Types
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• Really only 10% of the population
• Prefer to continuously gain• About the prestige of having
• Appealing to them:• Points & levels• Measurements of success
Achievers
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• About 80% of the population• Most enjoyment from interaction
• Appealing to them:• Create multi-player options• Implement social assistance • Social posting , chat, friend lists,
and network
Socializers
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• Like to dig around and discover• Learn about hidden attributes
and places
• Appealing to them:• Allow their own pace• Incorporate hidden passages and
places• Require close attention to detail
Explorers
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• Thrive on competition with other players
• In it for the sport & highly honorable“I’ve got to win, you’ve got to lose, & I need attention for it”
• Appealing to them:• Leaderboards• Head-to –Head competition
Killers
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As Mama Says, Watch Your Language
Win, Pass, Unlock,
Conquer, Complete
Showoff, Share,
Customize, Collaborate,
Network
View, Search, Collect, Curate
Beat, Brag, Taunt, Fight,
Challenge
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Game Mechanics
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• Leaderboards• Points• Badges• Levels• Missions• Rewards• Surprises• Virtual Goods
• Progress Bars• Timers• Feedback• Friending• Progress Loss• Secret Codes• Elite Status
Symbols• Limited Offers
Game Mechanics
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Mechanics & Their Effect
Source: Bunchball
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Your Vision Realized
Game Mechanics
Inspired Behaviors
• Increased Time on Site• Repeat Site Visits• Sharing with Friends• Writing Reviews• Evangelizing Site• Purchasing Products
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GameLifecycle
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N00b
Player
Commander
Gamer Lifecycle
Focus on creating:DesireIncentive
Focus on creating:ChallengeAchievement
Focus on creating:FeedbackMastery
Onboarding
Habit-Forming
Expertise
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Lifecycle Showcased by an Expert
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Some Common Gamification Examples
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“By 2014, a gamified service for consumer goods marketing and customer retention will become as important as Facebook, eBay or Amazon, and more than 70 percent of Global 2000 organizations will have at least one gamified application.”-Gartner
Fun Fact
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Nike Steps Up The Game…as Usual
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Red Robin Wins
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THANKS TO ALL OF OUR GENEROUS SPONSORS!