katz -- gamification
TRANSCRIPT
Gamification as a Digital Marketing Strategy
BOLO 2011
Dan KatzDirector, Product Management
A little bit about us
6 years helping businesses increase engagement
Proven track record with over 100 deployments
Solution-based approach combining software + services
A flexible, future-proof platform with over 30 releases
Some of the brands we’ve helped
The Problem
☐ Huge potential user base
☐ Relevant Content
☐ User Engagement
- SEO, SEM, Marketing
- Optimized for audience
- ?????
So how do I get users to:
Visit more frequently
View more pages each visit
Spend more time each visit
Who has figured out engagement & loyalty?
Game Designers
500M people playing games at least 1hr per day
Airlines & Hotels
120M people choosing vendors to earn status & rewards
Social Networks
750M people sharing 30B pieces of content monthly
What’s their secret?
They’re tapping into 3 Basic Human Motivators
Progress
• To-do lists• Levels in games• Miles & Points
In other words, they’re using game mechanics to drive loyalty & engagement.
Status
• Standings in Sports• Job Titles• Likes on Facebook
Rewards
• Access to exclusives• Early boarding/upgrades• Discounts & incentives
NBCThe Office, Dunder Mifflin Infinity
Best Practice # 1: Do Something Different
Chiquita / Empower MediaMake your Way to Rio
Best Practice # 2: Know Your Audience
Page Views: 1 MillionTime on site: 4.5 minutesRegistered Users: 15,000
USA NetworksClub Psych
Best Practice # 3: Engage with Multiple Platforms
Page Views: 9M > 16MVisits/Month: 2 > 4.5Time on Site: 14m > 22m40% increase in viewership for 18-34 demographic
Stella & DotS &D University
Best Practice # 4: Keep Your Brand Strong
Thanks!