Gamification impulsa la evolución de la Fidelización // gracias @tcreativo – territoriocreativo.es


Los avances tecnológicos, la hiper-conectividad, la virtualización y la ubicuidad de los juegos están contribuyendo a cambiar la fidelización de los consumidores.

¿Las estrategias de Fidelización están respondiendo a estos cambios?

Los Programas tradicionales de Fidelización e incentivos apenas han evolucionado mucho en las dos últimas décadas, pero actualmente ya se están transformando y se trasformarán tanto, que apenas vamos a reconocerlos. ¿Estamos entrando en una etapa de innovación o particularidad de la Fidelización?

El cambio en el comportamiento que estamos experimentando es un reflejo de un cambio en las actitudes.

  • Programas de Puntos: más de 120 millones de personas ganan puntos, suben de nivel y reciben recompensas de programas. Intencionalmente o no, estos programas son juegos.
  •  Redes Sociales de Geo-localización: más de 6,5 millones de personas en todo el mundo utilizan alguna red social basada en la localización (Foursquare), para ganar puntos e insignias virtuales a través de teléfonos móviles haciendo “check-in” en los puntos de venta. Los jugadores ganan recompensas en forma de descuentos o acceso a eventos exclusivos.
  •  Juegos Sociales: los juegos sociales, por ejemplo en Facebook, se encuentran entre los de mayor crecimiento.

 

Leer el resto »

Gamificación: 6 Teorías de la Motivación aplicadas en el diseño de juegos // thnx @manuelgross


 

Por Juan J. F. Valera Mariscal.  

Humana Mente Posible. 

…Wait, before you close the curtain 
There’s still another game to play 
And life is beautiful that way.

(de la canción de Beautiful That Way – La Vida es Bella – por Noa + Gil Dor)

(…) Trabajar desde las teorías de la motivación sobre un concepto al que le auguro bastante presente y mejor futuro, la gamificación*, del inglés game = juego.

Por gamificación podríamos entender el uso de las mecánicas que emplean los diseñadores de juegos y videojuegos,  para crear estos de forma que sean lo más amenos, motivantes y adictivos posibles, pero aplicadas a contextos ajenos al juego.

Entre las mecánicas de juego más frecuentes encontramos:

(fuente: Claves de la Gamificación)

  • Puntos: Asignar un valor cuantitativo a una acción.
  • Niveles: Umbrales que se cumplen acumulando puntos.
  • Premios: Acreditación física o virtual de que se ha alcanzado un objetivo.
  • Bienes virtuales: Artículos virtuales para expresar la individualidad.
  • Clasificaciones: Asignar posiciones en comparación al resto de jugadores.
  • Desafíos: Competiciones entre la comunidad o diversos rivales.
  • Misiones o retos: Afrontar un desafío concreto planteado por el juego.
  • Regalos: Ofrecer bienes gratuitos al jugador o entre jugadores.

Leer más “Gamificación: 6 Teorías de la Motivación aplicadas en el diseño de juegos // thnx @manuelgross”

Concepto de gamificación o “gamification”


 

Vamos a hacer una pequeña introducción al concepto de gamificación o “gamification”. En esencia, se trata de aplicar la mecánica de los juegos en otros entornos.

No es una herramienta nueva, lleva entre nosotros mucho tiempo y dentro del mundo web se ha asentado en grandes plataformas como puede ser el caso de foursquare.

Gamification no se trata de un juego para potenciar un producto, sino de implicar al usuario a través de pequeñas dosis de retos y recompensas a fin de conseguir que estos realicen ciertas acciones.

En el entorno web tenemos diferentes opciones para integrar la gamificación: Leer más “Concepto de gamificación o “gamification””

6 Ways to Gamify Your Facebook Marketing | by Gabe Zichermann


http://on.mash.to/LDeTQU

Gabe Zichermann is the chair of Gamification Summit (June 19-21) and author of the books Game-Based Marketing, Gamification by Design and The Gamification Revolution out next year. He is also the founder of Dopamine, a strategic consultancy specializing in engagement science.

Despite recent issues with its stock, Facebook remains the juggernaut of social media. With the platform on track to reach a billion users, and a new emphasis on revenue, the company is increasingly focused on how to make social work for business customers.

Currently, the most prolific Facebook feature for business is the brand page. At last count, there were more than 42 million of them, with activity that ranged from 10 likes to millions. As a result, mainstream marketers are increasingly focused on attracting, retaining, and engaging audiences on the platform.

As marketing on Facebook pages grows, so does the interest in using gamification — or the process of leveraging game thinking and mechanics to engage audiences — to drive results. There are actually a number of core patterns and approaches used by the best practitioners. Here are the top six for Facebook marketing, and how to use them.

1. Know Your Funnel

Consider your users’ engagement over time through the shape of a funnel. At the top, there’s the simplest social action they can take — usually liking your page. At the bottom are complex actions like buy, subscribe or refer others. Your goal is to get as many people into the top of the funnel, and as many through it as possible. In order to do this, you need to start by identifying the major waypoints in the process (e.g. read, like, share, link, invite, buy, subscribe) and then track the metrics as users move through. These progress metrics should be shared by everyone on your team, and form an essential part of your dashboard. You can see an example on Fanzy.com, a Facebook gamification provider.

2. Assign Points for Social Actions

There are a wide range of social actions you might want to drive on Facebook, from likes and joins to invitations and messages. One of the simplest and most motivational elements of gamification is a point system for social action. Start by offering a small number of points for every action (say 5 to 10), and consider the relative values of subsequent behaviors. Allow users to see their progress in a score window and potentially in leader boards. Don’t worry just yet about how the points are going to be redeemed. Based on behavior, over time, you’ll add more meaning to the points by making them redemptive towards status and achievements. Of course, if you run a large loyalty program like JetBlue’s, then your Facebook app should leverage your existing point system.

3. Run a Contest

Contests are arguably the oldest gamified Facebook marketing strategy and a great way to use Facebook to drive interest. Generally, the key to running a good contest are clear rules, easy actions, a great prize, and lots of promotion. It’s important to understand however that most contests are not viral and self-perpetuating. There is a disincentive to letting others know about the contest if prizes are limited and not skill-based (e.g. the fewer people play the lottery, the better my odds). If you already have an established user base and want to bring them to Facebook, or you’re doing something skill based — like Panda Express’ Best Photo Contest “Raise the Steaks” — a Facebook contest can be powerful. Contests are also amplified by regularity so consider holding them at defined intervals to encourage appointment dynamics.

4. If You Must, Build a Classic Game… Leer más “6 Ways to Gamify Your Facebook Marketing | by Gabe Zichermann”

Infographic: 5 digital tools to boost your brand in 2012


By PR Daily Staff 
http://www.prdaily.com/
From gamification to mobile photo sharing, these tools can help your brand get a leg up this year. This infographic from online coupon retailer CheapSally.com explains how—and offers examples of brands that are using them.

Gamification, unidad virtual y publicidad online: los 3 ingredientes del éxito en 2012, según Millward Brown

– Unidad virtual: la televisión y los medios sociales impulsarán un uso explosivo de las herramientas, tecnologías y plataformas de investigación e interacción. Las herramientas y tecnologías sociales que permitan a las personas interactuar con los programas de televisión tendrán un gran éxito en 2012. Mezclar una pizca de Twitter, un blog de detrás de cámaras, un manojo de hash-tags y una o dos aplicaciones interactivas, serán los ingredientes necesarios para llevar al extremo el poder social de la televisión. Los medios sociales no sólo permitirán a los usuarios interactuar con los programas de televisión, sino que además los productores y las televisoras usarán la información generada en estos medios como fuente de nuevas ideas e inspiración. Los publicistas estarán muy interesados en conocer qué tan lejos llega un programa, más allá de la mera audiencia que lo está mirando.

– Publicidad online: la toma de decisiones en tiempo real se convierte en protagonista. Este año crecerá la demanda de conocimiento en tiempo real del desempeño de las campañas de publicidad en medios digitales, lo cual impulsará el uso de procesos automatizados inteligentes para la toma de decisiones, que permitan optimizar recursos. Los responsables de la compra de publicidad en medios invertirán en plataformas orientadas hacia la demanda y se acostumbrarán a responder al análisis en tiempo real. Así mismo, surgirán herramientas inteligentes orientadas a evaluar y ajustar los planes de los medios en tiempo real, el conocimiento de la marca, la respuesta directa y la creatividad.

Para conocer el estudio completo, pulse aquí.


http://www.marketingdirecto.com

Por tercera ocasión, el Global Futures Group de Millward Brown presenta su informe“Predicciones Digitales”, el cual descubre las tendencias más relevantes dentro del ecosistema digital que marcarán los próximos 12 meses. Entre las tendencias que sobresalen, la gamification, la unión virtual y la toma de decisiones en tiempo real señalarán el camino al éxito en 2012, transformando radicalmente la forma en que las marcas interactúan con los consumidores a través de los canales digitales:

– Gamification desbloqueada: las grandes marcas se vuelven mucho más divertidas. La jueguización (gamification) es una idea sencilla: motivar y atraer a la gente aplicando dinámicas de juego a situaciones no lúdicas. Puntos, niveles, recompensas, dinero virtual y acertijos. Los principios de la jueguización son muy simples, pero su ejecución de manera efectiva no es tan fácil, ya que las motivaciones y percepciones de las personas varían. Leer más “Gamification, unidad virtual y publicidad online: los 3 ingredientes del éxito en 2012, según Millward Brown”

Is Gamification Right for Your Business? 7 Things to Consider

This year has lent itself to a slew of new buzzwords, andgamification is easily one of the most buzzed about in the marketing industry.

Businesses clamored this year to understand the concept of gamification and apply it to their digital and mobile products, offering badges and points galore … but how many of them actually understand the point of gamifying or if it’s even useful for their business goals?

Dustin DiTommaso, the experience design director at design studio Mad*Pow, recently spoke about designing meaningful interactions through game design thinking during his presentation at Geekend 2011, a techie conference presented by BFG Communications.

DiTommaso explained his framework for gamification and dished out seven essential steps for approaching the subject. Read on for a thorough encounter of DiTommaso’s model for creating more meaningful interactions and successful business goals, and let us know your thoughts on his method in the comments below.

1. Consider Why You Want to Gamify

Yes, gamification is a sexy word. No, it isn’t right for every business.

DiTommaso recommends that businesses looking to gamify their products or services ask themselves three critical questions before moving on:

What is the reason for gamifying your product or service?
How does it benefit the user?
Will they enjoy it?
If you can answer these questions with confidence, if gamification seems like a good fit for your business’ product or service and if the users enjoy it, then move on to exploring your business goals. DiTommaso recommends exploring the following three questions:

What are your business goals?
How do get the users to fulfill those business goals?
What actions do you want users to take?
If this exploratory phase yields positive feedback, your business is ready to move into user research.

2. Identify Your Users

It isn’t enough to understand your business goals when considering gamification — you also need to understand your users and what motivates them. Research your users before you begin designing your gamified product, focusing on how they use your software, what they want and what motivates them.

DiTommaso laid out a number of questions to help businesses achieve research-inspired design:

Who are your users?
What are their needs and goals? Why are they playing?
What’s holding them back from achieving their potential? Is it lack of volition (belief that completing the task at hand is valuable) or lack of faculty (ability to complete the task)?
What is their primary playing style (solo, competitive, cooperative)?
Who are they playing with?
What social actions do they find enjoyable, and why?
What metrics do they care about?
Game designers must also understand what motivates users to play their games. There are a number of motivational drivers, but DiTommaso recommends simplifying to four key factors. Decide if your users are motivated by:

Achievement of goals or enjoyment of experience
Structure and guidance or freedom to explore
Control of others or connecting with others
Self-interest in actions or social interest in actions
Knowing these details about users and their motivations will assist game designers in determining how the game should be laid out, how much autonomy to allow, what the users’ goals should be and so on. Let’s explore exactly what comes next in the designing process.


by 10
http://mashable.com/2011/12/24/gamification-for-business/

This post originally appeared on the American Express OPEN Forum, where Mashable regularly contributes articles about leveraging social media and technology in small business.

This year has lent itself to a slew of new buzzwords, andgamification is easily one of the most buzzed about in the marketing industry.

Businesses clamored this year to understand the concept of gamification and apply it to their digital and mobile products, offering badges and points galore … but how many of them actually understand the point of gamifying or if it’s even useful for their business goals?

Dustin DiTommaso, the experience design director at design studio Mad*Pow, recently spoke about designing meaningful interactions through game design thinking during his presentation at Geekend 2011, a techie conference presented by BFG Communications.

DiTommaso explained his framework for gamification and dished out seven essential steps for approaching the subject. Read on for a thorough encounter of DiTommaso’s model for creating more meaningful interactions and successful business goals, and let us know your thoughts on his method in the comments below.


1. Consider Why You Want to Gamify


Yes, gamification is a sexy word. No, it isn’t right for every business.

DiTommaso recommends that businesses looking to gamify their products or services ask themselves three critical questions before moving on:

  • What is the reason for gamifying your product or service?
  • How does it benefit the user?
  • Will they enjoy it?

If you can answer these questions with confidence, if gamification seems like a good fit for your business’ product or service and if the users enjoy it, then move on to exploring your business goals. DiTommaso recommends exploring the following three questions:

  • What are your business goals?
  • How do get the users to fulfill those business goals?
  • What actions do you want users to take?

If this exploratory phase yields positive feedback, your business is ready to move into user research.


2. Identify Your Users


It isn’t enough to understand your business goals when considering gamification — you also need to understand your users and what motivates them. Research your users before you begin designing your gamified product, focusing on how they use your software, what they want and what motivates them.

DiTommaso laid out a number of questions to help businesses achieve research-inspired design:

  • Who are your users?
  • What are their needs and goals? Why are they playing?
  • What’s holding them back from achieving their potential? Is it lack of volition (belief that completing the task at hand is valuable) or lack of faculty (ability to complete the task)?
  • What is their primary playing style (solo, competitive, cooperative)?
  • Who are they playing with?
  • What social actions do they find enjoyable, and why?
  • What metrics do they care about?

Game designers must also understand what motivates users to play their games. There are a number of motivational drivers, but DiTommaso recommends simplifying to four key factors. Decide if your users are motivated by:

  • Achievement of goals or enjoyment of experience
  • Structure and guidance or freedom to explore
  • Control of others or connecting with others
  • Self-interest in actions or social interest in actions

Knowing these details about users and their motivations will assist game designers in determining how the game should be laid out, how much autonomy to allow, what the users’ goals should be and so on. Let’s explore exactly what comes next in the designing process.


3. Frame Goals and Objectives Leer más “Is Gamification Right for Your Business? 7 Things to Consider”