GAMIFICATION FOR COMPANIES AND CUSTOMERS

Hello friends!

In this second delivery on gamification I comment on applications and use cases for companies and for your customers.

Gamification in Companies

 

Gamification is changing quickly the behavior of employees and their motivation in several companies.

Introducing gaming rules on company’s processes, we can achieve business goals faster whilst increasing the engagement of our employees with the company.

It has been shown that including gamification rules in the daily routines of employees increases performance and productivity.

The average time to acquire a habit by the employees is 21 days, reducing to 50% using gamification techniques.

Preamble

Gamification rules to be used could be:

  • Periodical ranking of top employees (by points collected in a period. After this period, the points of the employee will reset again).
  • Badges if the employee realizes an achievement, which could be translated in a pack of points.
  • Levels of employee, which could be upgrade when the employee gets a number of badges. The higher levels, the more points for the same action are collected, for instance.

In addition, to engage our employees and implement a durable and sustainable gamification, our employees should be rewarded not only with meaningless badges. Some examples of rewards for annual top employees could be:

  • Reward points to purchase physical items.
  • Seminar and courses invitations to progress on the professional career.
  • Extra leave days.

Key Factors

Communicationcommunicacion gamification companies

If the gamification project is well designed it is very likely that the project itself will be “sold alone”, by word of mouth from users, but the initial communication is essential.

It is very important to communicate to the participants: how to play, when, with who, what times, what are the rules and report on the awards, on the goals…

We must “sell” the project, but also a new model, a new idea.

Easy & Simple

This must be a maxim: or it is simple, or it is not good.

Most games that cause us addiction are simple, but well designed, have something, but not always are spectacular.

If you take more than 5 minutes to explain the dynamics of the game, you have a problem.

Easy Access, swift mechanic, a lightweight application, so on.

Motivating, Competitive and Funny

These elements are indispensable.

A good game dynamics is important for players to motivate, want to participate and seek rewards (awards, medals, recognitions, visibility, overcoming …).

Any process that allows to develop competitive experiences within a company, it is interesting not only to evaluate knowledge, but also behaviors.

If we like something and have fun, we do not get tired of using it. We are able to spend a lot of time because it gives us satisfaction. “If I like I use it”

How is it applied to customers?

Preamble

Today most people have a Smartphone with different apps, this means that the mobile environment offers many opportunities where the company can interact with the customers, achieving to increase power sales and other get loyalty , respectively.

65% of people become fans of a brand online for their games, contests and promotions. Nielsen, case study.

Gamification and game learning is moving beyond the “early adopters” stage to become a trend. Gartner report.

The gamification market is estimated to be worth about $ 2.8 billion, having increased 10 fold over 3 years. The online environment vastly increases the possibilities for the use of gaming to engage customers, HOW?

  • You can turn your instructions into simulations that demonstrate your products.
  • Virtual tours to see the hotels or touristic tours, also apply to the use of products…

Key elements for gamification in customers

  • Analysis of the product or service to make gamification: You must identify how the consumers perceive that good or service and you should modify to make it more favorable.
  • Define the target audience of the game: Identify what elements can motivate your customers and encourage their purchases to adapt them to the game you are proposing.
  • Proposes and implements the different dynamics: Once you know the perceptions that you want to modify and how to do it, you must design the gaming experience keeping in mind all of the above and developed the missions, levels, awards, status

In the process to implement the dynamics, we can use several assets, such as:

  • Geolocation: Drive customers to the point of sale through geolocation games
  • Test Product: Encourage the purchase through games that include test the product
  • Competition in SSMM: Achieve visualization through interactions on social networks with games that end on Facebook or Twitter.

Success cases

The video clearly shows us how it is achieved:

motivate, entertain, have fun, loyalty, awareness, effort, empathy … all this brings us to an identification with the brand or company and motivates us to interact and buy.

 

So; Is the gamification interesting for you? Would you apply to your company or business? I’m sure.

I hope you liked this post and will encourage further research in this trend ….

Thank you very much for your attention.

Greetings and a hug,

Nacho.

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gamification, marketing, loyalty, social media, social network, fun, motivate, engagement,

GAMIFICATION: Marketing for to Motivate, fun and Loyalty

Hello friends!

Some of You will ask this is the GamificationThe Gamification is the use of games in non-recreational environments in order to maximize the motivation, effort, fun and loyalty as well as other values.

Today we are surrounded by communities in social networks, websites and other digital media, but it is often difficult to keep up or stimulate activity and interaction of the members of that community, from here we can guarantee that gamification is the activity which provides greater interaction and user involvement with the brand, product or service.

We are hooked to the games, or what the millions Candy Crush players would say

The gamification has become an important tool for different areas such as Digital Marketing, Training, Customer Experience, or plans of productivity in the company, because it offers interesting qualities:

  • Engagement
  • To improve the user experience (UX)
  • To incite interaction and activity
  • Loyalty

 

The spinal column of gamification is composed of mechanics and dynamics that are a fundamental part of the objective of the games.

 

Mechanics

trends Points

This is about assigning a value to an action in the game. To get  and accumulate points motivate us and that´s why we get hooked on the game all the time. They can also be used to change the level or status, receive gifts…users love winning something.

barchart Levels and rankings

The levels are the steps by which you progress through the game as you go getting points, this engine gives users recognition and respect motivating them to get activity, interaction and loyalty. With rankings to finish the game we get the competitive level of the user who wants to be the first. This gives the desire or aspiration of every human, to get fame, recognition and so on.

rocket Missions and challenges

The missions or challenges looking to make the user feel that the game has a purpose or an ultimate goal, and we can create competitions between communities or rivals making the game more interesting and interactive.

money Awards

These are targets that users seek with the game may be virtual (trophies, medals) or physical (invitations, discounts …) and the purpose is to obtain recognition of the winner and feed the motivation of other players.

The dynamics are those human needs that motivate us, as the status, achievement, reward… the gamification offers use these dynamics covering any area or activity.

Dynamics

locationStatus and Achievements

Achievements satisfy us, who doesn’t feel happy after getting pass any test or standard that has cost us through “sweat and tears“. Status gives us recognition and prestige that we got with the achievements, and at the same time most people need to engage with what gives us that prestige.

dolly Competition and Reward

The competition is a motivating element for anyone and the rivals are feeding performance and after getting some achievement, which is what we want, reward is the benefit that we earn after getting achievements, to win competitions and so on.

More dynamics such as altruism or self-expression which they are important and that the gamification gives us.

More Info: WIKIPEDIA

What does it contribute the marketing?

As I have mentioned earlier, the gamification, provides very dynamic associated with Marketing as the engagement, loyalty, the interactions are very important in providing products or brands. This is another technical to achieve our goals in our marketing strategies.

Another possibility for the Inbound Marketing becoming a powerful tool in managing customer care, content creation, stimulation of social networks …

There are currently many Marketing teams, Communication and HR of major companies and different sectors, who have used and continue using gamification in their business and internal strategies, such as Google, Nike, Siemens, Correos (mail Spain), Volkswagen, Toyota, Coca Cola, Mc Donald’s, Heineken…

Here an example of gamification, Coca Cola, invite you to dance and get your favorite drink.

 

What does it contribute a company?

In a company we can offer depending on the utility that you want to give and focuses on two objectives:

  • Impact Plan for our Customers, which would be more focused on marketing and sales.
  • Impact design a plan for our Employees, which would be more focused on human resources.

Customers

The purpose of using with our customers and get more conversions and sales, which element is the customer loyalty, rather than being passive customers and becoming motivated and linked with our brand or product customers.

The goal of gamification is that our customers through the game, to feel part and feel they are in control, as they feel more responsive and confident throughout the game. With this we obtain our goals, leading them towards our goals as a company.

If our customers are involved with the game and gives them value and entertainment, will be responsible for spreading our brand, through play, family, friends, colleagues, social networks …. becoming ambassadors of our brand and creating a viral effect with our product.

Finally, it gives us vital information for our marketing strategies, knowledge of our customers.

Employees

If gamification is used to motivate and engage customers, in the same way, it serves for employees of a company.

For a company it is important that employees identify themselves with the values ​​of the organization and are motivated in performing their duties. A good strategy gamification, taking into account the profile of employees and availability, break the routine of the internal procedures and will be a welcomed initiative.

Gamification strategies in employees can be done individually or in groups, which gets a very positive inter-departmental union for companies.

Finally, it has created a new branch called gamification, Gamification of behavior that focuses on improving employee motivation, and expanded to improve certain skills such as collaborative portals that promote ideas to improve a particular process of the company. Employees are called to contribute ideas and they are rewarded with trophies or awards that are posted on these portals or intranet.

In short, the gamification will get motivation, competitiveness and good cheer of employees contributing to business involvement and commitment. At the same time the Department. HR takes on a deeper knowledge of the characteristics of employees in terms of competitiveness, effort, commitment, ambition, teamwork ….

Another Success cases

The Speed Camera Lottery: another initiative that was launched by Volkswagen and the National Road Safety Agency of Sweden in Stockholm. The radar system warning you of speed and it takes a photo of your license plate, only that in addition to fine those who exceed the speed limit, it rewards those who don’t. Those who respect the limit became part of a lottery in which you could play all the money collected by fines from speeding.

The initiative was a success and got to change the vials habits of the citizens of Stockholm, making the average speed in the capital passed from 32 to 25 km/h.

 

Bottle Bank Arcade : Finally another initiative that was launched by Volkswagen with their proyect which was called The Fun Theory.

They are trying to find a creative way to make people recycle and care about the environment while “having fun”. The ad is definitely motivating people to participate in the experiment and recycle bottle in the Arcade machine. However in the long run I do not believe this ad will significantly improve the rate of people recycling their bottles because eventually they will get tired of the machine. In addition the whole idea of environmental consciousness is separated from the brand of Volkswagen.

So; Is the gamification interesting for you? Would you apply to your company or business? I’m sure.

I hope you liked this post and will encourage further research in this trend ….

Thank you very much for your attention.

Greetings and a hug,

Nacho.