asia luxury gamification 2012 nov
Post on 18-Oct-2014
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Presentation given during Gamification World 2012 conference in SingaporeTRANSCRIPT
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Gamification 2.0 An Advertising Boost
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WHY LISTENING TO US?
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EXPERTS FROM 3 COMPANIES
FRANCE Serious Gaming
Gamification More than 100 customers 12 employees in France
Best Serious E-Virtuoses 2012 Own Social Game Engine
SINGAPORE
FRANCE Digital & Video
Advertising since 2008 Clients: Cartier, Lancôme,
The Hour Glass, The Economist, CMC Market,
Coca-Cola, DELL
SINGAPORE Games & Gamification
since 2011 Clients/Partners:
Nespresso, Ubisoft, MDA, NYP, XiLabs, Raymond
Weil
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GAME DESIGN, ILLUSTRATION & ANIMATIONS
GAME LOGIC CODING & MONETIZATION (FREEMIUM)
DAUs/MAUs REPORTS & CONVERSION ANALYSIS
COMMUNITY MANAGEMENT
Mobile Social Gaming WWW.WHAKAN.COM
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GAMIFICATION 2.0
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A MARKETING SOLUTION
FUSION OF KPIs
83% of Internet users think advertising
alters their navigation experience
BRANDING
USER RETENTION
BUZZ TRAFFIC GENERATION
COMMUNITY BUILDING
USER EXPERIENCE
Social Gamification is the use of social game design and mechanics to engage
people in changing their behaviour and brand conversation.
PR & INNOVATION
Business spending on Gamification
will increase from an estimated
$242M this year to $2.8B in 2016.
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Of Gamers validate opt-in
Of Gamers of FB App become Fans
User retention
Numbers of Pages visited
Monthly visits
Time spent on the site (min)
Total products sold
Total products sold
RESULTS
Locita, 2012
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METRICS
ENGAGEMENT
Page Views
Unique Visits
Time on Site
LOYALTY
Repeat Visits
Refer a Friend
VIRALITY
Sharing
Vote & Comments
MONETIZATION
Conversion Rates
Virtual Goods
Registration
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TYPES OF GAMIFICATION FOR BRANDS
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BRAND-CENTRIC
MINDBLOOM
« Life Game » that improves the user’s quality of
life in a simple and effective way.
NIKE+
A band tracks users progress throughout the day,
providing real-time feedback visually.
VEEV
Veev University: make your own cocktails and
discover about the brand
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REWARDS-ORIENTED/ACTION IS KEY
SALESFORCE
Gamified App platform for Salesforce.com
(badges, points, achievements)
SAVEUP
Web platform gamifying the ability to track,
consume and promote discounted products
(actions trigger rewards, brand education)
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FUN-DRIVEN/GAME SETTINGS
MELVITA Facebook game HONEY FARM
Strategy game to manage your own honey
production.
eDRF (National Energy agency in France)
Raise awareness with in-game problems-solving
and quests.
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CREATE EXPERTS & AMBASSADORS
STARBUCKS IDEA
Web UGC platform
Feedbacks, points, leaderboards, forum
SAMSUNG NATION
Social loyalty experience: reviews on products, view
new products, share links to content, and more.
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USER-GENERATED VOTING
6,550 Total Votes
268 Total Comments
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APPLICATIONS
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E-COMMERCE BOOST
SNEAKPEEQ
Social shopping/clothing & gourmet food
• Action-based purchasing advantages
• Time-limited Badges (Peeqs) for more rewards
• Consumer actions get pushed to Facebook
• 3,000% surge in ‘Buy’ clicks
ASIAVINO
Social platform selling Premium wines.
Gamification: select users who will become part of a VVIP
section with special access to exclusive wines privileges.
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JIMMY CHOO “Catch a Choo”
Foursquare Scavenger hunt around London.
1) sneakers “check in” somewhere in the city
2) anyone quick enough to arrive picks a pair.
Simple concept, in-line with the products.
LUXURY
MARC JACOBS "Bang You're It,“
“Bang” your friends by giving their profile photos the
crumpled look of the perfume bottle to win prizes
Real social elements in-line with the brand.
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FINANCE
BBVA
Game for bank users
(challenges, badges, points to get real rewards)
37,000 users in 2 months
CREDIT AGRICOLE
Crowdfunding banking microsite. Different
tone. Replicate succesful models
(Kickstarter) to keep control/get closer.
IND GAMIFICATION
• Social Points (for sharing)
• Payment Points (for making bill payments, direct debits,…)
• Saver Points (for saving, reaching savings goals)
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IT
ADOBE
Photoshop initiative to allow exchange of
knowledge and leaderboard competition
between designers, companies, photographers
PLAY NICE-LY
Platform for collaboration (knowledge base, tips)
and competition (coding goals, points, status)
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B2B
Gamification at Dell World
Push conference attendees to participate and interact.
Users received points and badges for checking in,
downloading content, sharing on social media.
UBM TechWeb – Great IT challenge
Trivia contest campaign to test IT execs'
knowledge of tech topics.
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B2B CASE 1: HITACHI
Results
The “Quiz Campaign” generated 8,000 visitors, 604
leads, 43% uplift in Facebook user engagement. At the
end of its life in October of last year, the “Globe
Campaign” had yielded 14,580 visitors, 369 leads, 494
engagements, and 9,000 clicks on collateral.
Quiz Treasure Hunt
Users navigate through Hitachi’s YouTube &
Facebook answering product questions.
Globe Campaign
Testimonials and studies are spread over this
virtual world, compelling users to play with it.
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B2B CASE 2: REDCRITTER
Results
Increased user engagement with project management
activities, better productivity (50%) and improved
project tracking & reporting.
Agile project management
Objective: Engage, drive behaviours.
Solution: Project management support;
visibility into employee skill sets; complete
projects to earn rewards; badges.
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INTERNAL/HR
BLUEWOLF CONSULTING
Challenge: getting employees to share knowledge.
Solution: social resources center, social profile page,
actions rewarded, challenges to solve, status and
team leaderboards.
MARRIOTT INTERNATIONAL
Challenge: extra 50,000 staff in 2012.
Discover top potential talent via ‘My
Marriott Hotel’ on Facebook, gamers
manage a ‘virtual’ hotel.
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ENGAGE VIA GAMIFICATION
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4 Key User Engagement Factors
CONTENT USERS
INTERACT
Compete
Collaborate Explore
Express
ACT
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Key User Engagement Actions
Give Help
Comment Like
Share Greet
Collect
Rate
View
Review
Vote
Curate
Win Challenge
Showoff
Compare Taunt
Create
Design
Customize Choose
Purchase
Decorate
Build
CONTENT PLAY
INTERACT
ACT
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Examples
CONTENT PLAY
INTERACT
ACT
Send a Trend “My Style” is a profile page where users can upload pictures, choose words that capture style tendencies, and select pieces from the site to showcase on the page. Chance to win a 500$ reward. Results: 200,000 fans
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IMPLEMENTATION FOR LUXURY BRANDS
SOME ADVICES
• Respect brand DNA
• Users are not after free content or products
• Users want exclusive status and privileged
access to the brand
• Create Ambassadors rather than Consumers
• Customer behaviour is key: go for Social CRM
(surveys, relationship capital) and metrics
• Not Free stuff, but more Time to spend more
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Key requirements to implement VALUE Your product must have intrinsic value and the Gamification plan only builds around it. PLATFORM You must decide which platform will support it: 1. Conduct survey? 2. Main site? Microsite? Social Network? Mobile-only? Real-world? A mix? PART OF MARKETING PLAN Gamification requires specific mechanics and expertise over time, but it needs to be supported by other marketing techniques. PRODUCTION Gamification involves community management, stats & tracking, multiple iterations and regular updates sometimes over a 6 to 12 months period. EXPERTISE Accept value of a Gamification marketer, who knows how to: 1. Bring fun & relieve stress 2. Create compelling narratives 3. Generate conversion & Monetize based on Metrics
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Gamification 2.0
Social Gamification
• Customization/Profile
• Real-time feedbacks
• Badges 2.0: Branded collectibles
• Multi-Social integration
• Collaboration
• International: Localization
• Technology: QR codes, NFC-enabled
products, Augmented-Reality, Geoloc
• Design: Create a brand gaming identity
• Real-world Gamification
• Crowdsourcing
Classic Gamification
• Rewards & Achievements
• Badges
• Ranking & Leaderboards
• Competition