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Gamification for Brands Marigo RaftopoulosOptimising Meaningful Engagement 2 November 2011
Social Media Club Melbourne:Notes for panel discussion on Social Games andGamification for Brands+ Media opportunities in social gaming on Zynga & Pop Cap+ The process & thinking around game creation & gamification+ How to integrate gaming into marketing strategies
Why use social gamesand gamification foryour brand?* Engage with your target audience* Build brand awareness & positioning* Stimulate interaction & community* Encourage action (sales)* Build brand loyalty* Change behaviours* Innovate
Three key game strategies to considerGame development: Game mechanics: Game dynamics:Build a game as an imbed Add extrinsic Build integrated andon your website or as a gamification motivators immersive experiencesmobile app. Entertainment, engage your customers. for your customers.information, awareness Reward & recogition Creating pervasive
Example 1: Branded gaming as a marketing strategyObjective: Raise awareness of insurance issues as a prompt to increase sales
Example 2: Gamification (extrinsic + intrinsic strategies)Objective: Strengthen brand loyalty by creating connection, community, reward & recognition between runners
Example 3: Pervasive game design + gamificationObjective: Thrill and reward loyal fans through a collaborative, pervasive scavenger hunt across NY
Key inputs that shapeyour game strategy* Clear business objectives* How your customers behave* What motivates them* How do they like to be engaged* Your budget
But a game strategycan’t fix this legacyGames and gamification areoffering a fresh solution to brands82% consumers distrust brands95% consumers distrust marketingYour game and gamificationstrategy will be viewed withsuspicion unless it’s done properly- be authentic
How to integrate a game strategySelect the right medium Be genuine Be socialWhere and how do your Your customer relationship Your customers trust theircustomer like to play? with your brand is a form of friends and family over yourDesktop, Social Networks, self expression. Therefore you marketing. Your game strategyMobile, Web? need to create a meaningful needs to create conversations story as a backbone to your and make sharing easy.
How to integrate a game strategyCreate experiences Know your customers Be playful yourself!Balance extrinsic (rewards, Profile your customers to It’s essential that yourachievements, recognition) design gameful experiences organisation is playful. Happy,with intrinsic (meaningful & that are meaningful and engaged and connected staffengaging interactions). Ensure relevant to them. Ensure your will facilitate the same for yourcustomers control their brand message is consistent. customers.
Considerations• 10% design, 90% iteration• Continuous development & community management (this isn’t a one-off strategy)• Your business isn’t a ‘social game’ it is a ‘massive multiplayer game’ - design accordingly• Connect to meaning by inviting the customer to bring their goals to your platform (or game)• A game strategy may not be right for your customers or your business