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Winning Customer Engagement with Gamification
1. Winning Customer Engagement
with Gamification
Cara Pluff, Applied Innovations
@TweetsByCara
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2. Welcome to the Engagement
Crisis
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3. Who’s the Most Engaged? Here are some
hints:
“…but our
princess is in
another
castle.”
“Finish him!”
“It is pitch black.
You are likely to
be eaten by a
grue.”
“Waka, waka, waka.”
“You have died of dysentery.”
“It's dangerous to
go alone! Take
this.”
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4. Ah Gamers…near & dear to my heart!
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5. The Gaming Evolution Has
Arrived
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6. Even I Could Be Considered a Gamer
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7. Which Brings us to da da
da….Gamification!
(& all its hype)
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8. So Really, What Is Gamification?
The process of using
game thinking , game
mechanics , & game
design
in order to
engage audiences
& solve problems
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9. Gaming Gets It Done
100,000,000 Human Hours
3 Weeks of Game Play
7 Days of Game Play
Source: Jane McGonigal
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10. And if that’s not enough to inspire you…
The overall market for gamification
tools, services, and applications is
projected to grow to $5.5 billion by 2018
(M2 Research)
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11. 3 Keys to Gamification Success
Gamer
Motivation
& Types
#Winning
Game
Lifecycle
Game
Mechanics
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16. Bartle’s Four Gamer Types
Achiever
Socializer
Explorer
Killer
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17. Achievers
• Really only 10% of the population
• Prefer to continuously gain
• About the prestige of having
• Appealing to them:
• Points & levels
• Measurements of success
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18. Socializers
• 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
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19. Explorers
• 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
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20. Killers
• 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
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21. As Mama Says, Watch Your Language
Win, Pass, Unlock, Conquer, Complete
Showoff, Share, Customize, Collaborate, Net
work
View, Search, Collect, Curate
Beat, Brag, Taunt, Fight, Challenge
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24. Mechanics & Their Effect
Source: Bunchball
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25. Your Vision Realized
Inspired Behaviors
•
•
•
•
•
•
Increased Time on Site
Repeat Site Visits
Sharing with Friends
Writing Reviews
Evangelizing Site
Purchasing Products
Game Mechanics
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27. Gamer Lifecycle
Focus on creating:
Desire
Incentive
Focus on creating:
Challenge
Achievement
Focus on creating:
Feedback
Mastery
Commander
Expertise
Player
Habit-Forming
N00b
Onboarding
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28. Lifecycle Showcased by an
Expert
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30. Fun Fact
“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
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31. Nike Steps Up The Game…as
Usual
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33. THANKS TO ALL OF OUR GENEROUS
SPONSORS!
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Editor's Notes
When 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
The gaming evolution has arrived and now all sorts of different demographics can be considered gamers…
Hell, even I could be considered a gamer. (OK OK, I realize that’s a Wii remote in my hand but I did do some serious damage to those boys on the MarioKart Rainbow Road)
Wired, 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.
Plus you can leverage the power of social!
To 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.
presumed that humans were biological creatures, struggling to obtain our basic needs for food, security and sex.
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.
humans also have a drive to learn, to create, and to better the world.
Achiever – 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
Most active and engagedStatus is the most important motivator
