act api marketing-gamification-bau201511
TRANSCRIPT
WORK
Repetitive and Dull
Once a year
Contradictionary, Vague
Unclear
Unclear
Too much & Not Enough
Forbidden, Punished, Not Talked About
Hidden
Mid to Low
Accidental
GAME
Repetitive, but Fun
Constantly
GAMES versus WORK
sourceEnterprise-gamification.com
Clear
Tasks
Feedback
Goals
Path to Mastery
Rules
Information
Failure
Status of Users
Autonomy
Obstacles
Clear
Clear & Transparent
Right Amount at Right Time
Expected & Encouraged
Transparent
High
On Purpose
BUSINESS SOCIAL SCIENCES
DESIGN
BUSINESS SOCIAL SCIENCES
DESIGN
Concept Map of Gamification
GAME
MOTIVATION
BEHAVIOR
BUSINESSGOALS
DESIGNLOOP
PERFORMANCE
FINANCIAL IMPACT OF INCREASED ENGAGEMENT
Low Engagement & Value
Medium Engagement & Value
High Engagement & Value
Moving 1% from one level to the next level increase revenue by5%
Moving 5% would increase revenue bymore than 20+%
value = 200 TL / year
value = 5 TL / yearvalue = 50 TL / year
1%
9%
90%
100.000 customers90.000 x 5 = 450.000 TL9.000 x 50 = 450.000 TL1.000 x 200 = 200.000 TL----------------------------------1.1 million lira revenue
100.000 customers89.100 x 5 = 445.500 TL9.810 x 50 = 490.500 TL1.090 x 200 = 218.000 TL----------------------------------1.154 million lira revenue
use casefictional data
BusinessObjectives
Motivational Drivers
Activity Loops
Design&
Develop
STARTPROGRAM(measure)
Actions & Goals
ANALYSIS
ITERATE
ITERATE
Gamification = Design
ROLES IN A GAMIFIED EXPERIENCE
businessprocessexpert
productdesigner/manager
gamificationdesigner
domainexpert
I understand engagement & motivation
I also know the long term impact and traps
I understand the business, it’s processes and the possible ways to change them
I understand the domain we’re applying
gamification to.
I know the KPIs and the audience. I have
behavior data or know how to collect it.
I understand how to translate the needs and gamification design into
a solution
RA
BUSINESS METRICS
sourcePirate Metrics // Dave McClure
A R R
AcquisitionYou acquire the user
ActivationThe user uses your product/service
RetentionThe user continues to use your product/service
ReferralThe user recommends your product/service to others
RevenueThe user pays for your product/service
RELATED
● Data● Analytics● Big Data > Information > Insight● Motivation
○ Personal Motivators○ Social Motivators (in context & out of context)
● Quantified Self○ Personal Development○ Job Performance
● Engagement○ Individuals○ Groups > Team > Community Building
● Start > Continue > Finish● Perform & Improve● Reputation & Recognition● Crowd Sourcing● Design Approach: Measure, Learn, Iterate
MARKETING MIX
sourceType2Consulting
Product
Place
Price
Promo
Solution
Access
Value
Education
Continually improve features and functions.
Differentiation is based on technological superiority relative to competitors.
Determine the location through which customers find it most convenient to purchase.Identify appropriate distribution partners, wholesales, and middlemen.
Set price relative to competitors, cost to produce and profit margin required.
Manage the real and percieve price the customer pays.
Communicate the full range of product features and functions.Ensure the message’s reach through advertising, publicity, and personal selling.
Define offerings in terms of the current and emerging needs they meet.
Differentiation is based on the relevance of the offerings to the specific needs of customers
Consider the customer’s entire purchase journey: how and where they access the solution, take delivery, and incorporate it into their value chains.Develop an integrated, cross-channel presence.
Understand the role that the solution plays in increasing the customer’s business effectiveness.
Articulate the full range of benefits provided relative to the price.
Develop a program to provide relevant information to customers at each point in the purchase cycle.Focus communication on the customer’s needs and required benefits, not the full range of product features and functionality.
Gamification
The use of game design thinking within a non-game environment to engage people, motivate action,
promote learning and solve problems.
Gamification - Motivational Design - Engagement@dtdidNiels van der [email protected]
www.actapi.comwww.oyunlastirma.co
Thank You!Thank You!