Gamification Workshop

Transcription

1 Gamification Workshop minuskel

2 Agenda Introduction Gamification Discussion break Strategy Tactics Questions Workshop

3 GAMIFICATION #MINUSKELplayground

4 GAMIFICATION

5 GAMIFICATION on diverse platforms

6 GAMIFICATION Gamification can lead to a +150% pickup in engagement metrics* *Unique views, community activities - time on site Gartner

7 What is gamification?

8 What is gamification? Gamification is the use of game mechanics and eperience design on non-traditional platforms to digitally engage and motivate people. Educate Support Engage Motivate Highly-effective campaigns Increased awaraness Loyalty Only in Denmark +1M unique users tried gamification Lead:famly

9 How to make a legal competition in Denmark? You risk fines and your profile can be closed, but worst of all you disappoint your followers. Quick overview of the dos and don ts for competitions on Facebook. You can Ask your users to like, or comment on your posts in order to participate in your competition. Invite them to make a post on your page to participate. Encourage them to write you directly. Link to a competition on your own website. You can t Make them share your posts or your page in order to participate. Ask them to like your page as part of the competition. Require them to tag themselves or their friends to participate. Award etra prizes as you obtain a certain amount of followers. Use your collected data outside of Facebook s turf. Don t forget to make it clear that Facebook is not sponsoring and they have nothing to do with your competitions. Se under Facebook Pages Terms E.

10 Gamification techniques Leverage our desires for socializing, learning, mastery, competition, achievement, status, self-epression, altruism, or closure, or simply framing of a situation as game or play. Gamification strategies Reward driven competition Meaningful choices Onboarding tutorials Increased challenge Additional a narrative Ect. Make it relevant in the right tone of voice. Fun just for the sake of it can damage your brand, but if it is aligned with tonality humor is a powerful tool. Having Fun is the easiest way to change people s behaviour. Thomas Malone

11 Response to gamification + Progressing to different levels Points scores Real time feedback Progress bar Activity feed - Direct competition Virtual gifts Being part of a story Avatars Virtual currencies

12 Legal restrictions Virtual currencies Virtual assets Data privacy laws Data protection Documentation

13 Where to use it? Marketing Inspiration Health Work Education Technology design

14 How would you use it? Use 5 min. with your neighbour to discuss how you could implement gamification at your company: Introduce yourself and your company Talk about your target group and what you want to achieve Discuss possible solutions with gamification

15 Strategy What you need to do first? Gather data Identify target group Analyse the situation Have a clear goal Define your content What, where/when og who/how

16 Analyse the situation Platforms Target group Timing Relevance

17 Goal setting Brand journey Reach Act Convert Engage Brand journey Reach Act Ojective Increase brand awareness Increase valuable interactions Build new relationships for sales Build brand advocacy Convert Engage KPI New website visitors Engagement scores Conversion scores % of returning visitors Objective KPI Indicators Indicators Visits SoMe followers Comments, Views & Engagement Searches Subscribers Contact Click to call open rate Click to share

18 How to create relevant content with gamification? Content Marketing Matri Emotional Entertain Inspire Educate Convince Rational Awarness Purchase

19 How to create relevant content with gamification? Eamples Emotional Quizzes Events Polls Free resources Competitions Widgets Fill-in-the-Blank Webinars Games Reviews Product input Awards Naming products Giveaway Testimonial requests Creative product use Recommendations Photo contest Caption contests Q&As Quotes Questions Infographics Guides Trend reports Interactive demos Checklists Calculations Rational Awarness Purchase

20 How to create relevant content with gamification? Eamples Emotional Quizzes Events Polls Free resources Competitions Widgets Fill-in-the-Blank Webinars Games Reviews Product input Awards Naming products Giveaway Testamonial requests Creative product use Recommendations Photo contest Caption contests Q&As Quotes Questions Infographics Guides Trend reports Interactive demos Checklists Calculations 5 min. discussion Find an eample Rational Awarness Purchase

21 Tactics How to prepare your activities User journey Tuch points Gamification campaigns Activity planning What, where/when og who/how

22 User journey Awareness Interest Desire Loyalty Advocacy So where can I reach my customers?

23 Tuch points Social ads Newsletter Pay-per-click Co. with reviewers Blogs Events Community activities Social Networks Social Media Website Forum Your own blog Awareness Interest Desire Loyalty Advocacy PR Online Ads Direct Mail In your store Guides Promotions Word of Mouth Sales Meetings E-commerce Loyalty programs Radio TV Print Make your content relevant.

24 Tuch points Social ads Newsletter Pay-per-click Co. with reviewers Blogs Events Community activities Social Networks Social Media Website Forum Your own blog Awareness Interest Desire Loyalty Advocacy PR Online Ads Direct Mail In your store Guides Promotions Word of Mouth Sales Meetings E-commerce Loyalty programs Radio TV Print Potential platforms to integrate gamification

25 Gamification campaigns Define your goal Identify your target group Engage your audience Follow up on your campaigns

26 Activity planning Idea catalogue Ready for approval Concept & organisation Tet & graphics Ready to publish Eecuted Archivated

27 Gamification & user engagement Johanna Wurm, Graphic Designer MINUSKEL