Presentation given at a workshop for entrepreneurs. Customer engagement is the heart and soul of community-building and online marketing. Are you putting the right message in front of the right prospect at just the right time?
Need ideas to help boost customer engagement and move them along the buying journey?
Join us for an introduction to gamification and other participation-boosting strategies.
2. OUR JOURNEY
● The one thing: plan the experience
● The one thing: be unexpected
● The one thing: make it fun
Discussion (not just a presentation)
Interupt me at anytime (questions / comments)
3. WHAT IS CUSTOMER ENGAGEMENT?
The goal of consumer engagement is
to create meaningful consumer
impact and generate either a
behavioral result (such as driving a
sale or inquiry) or an attitudinal result
(such as making an emotional
impression or changing attitudes).
http://www.fusemarketing.com/Definition_Consumer_Engagement
7. SHOW THEM THE COURTESY
● Understand your customer, subscriber, etc.
● Their needs, wants, struggles
● Where you can best help them
“Seek first to understand, then to be
understood” ~Stephen Covey
8. WHY PLAN THE EXPERIENCE?
● It makes everything else easier
● No second guessing
● More customers (better experience)
16. THE PATTERN INTERRUPT
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Snap them out of (it)
Strip away past prejudices
Disrupt their current “pattern” of thinking
Stop their automatic response
Bypass the gatekeeper (expectation)
Creates a more receptive audience
17. WHY PATTERN INTERRUPT?
● It makes everything else easier
● Actually get their attention
● Sets you apart from masses
20. WHY NOW...WHAT’S DIFFERENT?
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Internet (communication explosion)
MMOGs (virtual worlds)
Mobile (casual games)
iPads (easy & early access)
Millennials define reality through the lens of a
game (it’s how they grow/grew up)
21. GAMIFICATION IS...
The use of game thinking and game mechanics in non-game
contexts to engage users in solving problems.
~Wikipedia
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A terrible name
A mindset
Should be "Fun theory"
Next step in evolution of marketing
Only one ingredient in engagement
Spirit of a game
Fun is job #1
22. GAMIFICATION IS NOT...
● Bells & whistles
● Fix for poor product or experience
● Fix for weak understanding of customers
& prospects
● Actual games
23. WHY MAKE IT FUN?
● It makes everything else easier
● Message-to-market match (its expected)
● Its the new reality
29. PLAYER TYPES (BARTLE'S)
Achievers
Socializers
Defined by:
A focus on attaining status and
achieving preset goals quickly and/or
completely.
Defined by:
A focus on socializing and a drive to
develop a network of friends and
contacts.
Engaged by:
Achievements
Engaged by:
Newsfeeds, Friends, Lists, Chat
Typical makeup: 10%
Typical makeup: 75%
Killers
Explorers
Defined by:
A focus on winning, rank, and direct
peer-to-peer competition.
Defined by:
A focus on exploring and a drive to
discover the unknown.
Engaged by:
Leaderboards, Ranks
Engaged by:
Hidden Achievements
Typical makeup: 5%
Typical makeup: 10%
34. Types of Points
Experience: most important,
earned for every action, may expire,
never go down, not redeemed
(always goes up, keep earning)
Redeemable: goes up & down, redeemable for goods (ie. bank
balance)
Skill-based: assigned to specific activities that are tangential to
XP or tangential to redemption
Karma: sole purpose is to be given them away, get no benefit
from keeping them (ie. voting system)
Reputation: often most complex, incorporate a number of
different things, used when a system can't verify trust
35. WHY BADGES
● Collecting: historically badges were a collection
mechanism
● Surprise/pleasure: "awesome, I earned a badge"
● Visually valuable: aesthetically pleasing, people can
want them because they look good
● Social promotion: opportunity for a user to promote
your product in the social graph, "I'm gonna share
this with others"
● Goals & progress: can be a progress mechanic
36. LEVELS
● Provide a “Path to Mastery”
● Progression of difficulty (don't
slam them up front)
● Difficulty from level to level is
not linear, usually exponential
up front and then decreasing
over time
37. REWARD INTERVALS
Fixed Ratio: given after a
fixed number of actions
Variable ratio: given after an
unknown number of actions
38. CHALLENGES
Aligned with levels and experience points
Maintain "Flow" - balance between ability
level and challenge
(Treasure hunt)
39. LEADERBOARD TIPS
● Always put the user in
middle of the
leaderboard
● Show friends above and
below them
● Show them a specific
instruction on what they
can do to move up
40. INCENTIVE LOOP TIPS
(Viral loop)
Evolve through levels
Be deliberate & focused:
● how to get users into the experience,
● what keeps them engaged, and
● how to bring them back
ie. connecting & expressing > tweet > @mentions >
followers > rinse & repeat
41. ONBOARDING
First minute is the
most important
Minimize choice
Slowly reveal complexity of system to user
Don't explain, experience
Offer benefits first, then ask for registration
(give them something for free first, RIA)