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Zarrar Chishti. Gamification Marketing For Dummies
Gamification Marketing For Dummies® To view this book's Cheat Sheet, simply go to www.dummies.com and search for “Gamification Marketing For Dummies Cheat Sheet” in the Search box. Table of Contents
List of Tables
List of Illustrations
Guide
Pages
Introduction
About This Book
Foolish Assumptions
Icons Used in This Book
Beyond the Book
Where to Go from Here
Introducing Gamification Marketing
Gamifying Your Marketing Strategy
Seeing What Gamification Can Do in Marketing
Understanding gamification
Gamifying your marketing
Looking at some examples of gamification
Understanding How Gamification Differs from Other Online Marketing Tactics
Looking at the advantages of gamification
Taking your current user experience to the next level
Stepping Up Your Current Marketing
Getting to Know Gamification Models
Exploring Your Options
Discovering game types
Classic
Enterprising
Disrupting
User experience
Contributing
Community
Creating the Perfect Gamification Campaign Settings
Choosing the right game for your audience
Determining duration and frequency
Avoiding the Big Mistakes
Depending on desktop
Going rogue
Complicating the gameplay
Creating too many rewards
Misusing game mechanics
Banking on virality
Creating a campaign that can’t be played at work
Assuming your audience will understand games
Beginning Your Gamification Marketing Quest
Identifying Your Target Audience
Defining Your Audience
Throwing out everything you think you know about your audience
Conducting research to find your audience
Taking a Closer Look at Your Current Customer Base
Establishing existing data points
Tailoring for B2B
Mining Your Social Media Accounts
Identifying key data points
Tracking unique metrics from each platform
Facebook Insights
Instagram Insights
Twitter Analytics
LinkedIn Analytics
Choosing meaningful social media data versus vanity metrics
DON’T IGNORE THE SILVER SURFERS
Increasing Engagement in Your Campaign
Establishing User Rewards and Achievements
Rewarding your players
Points
Levels and progress bars
Badges
Leaderboards
Creating loyalty
Making customer service a priority
Polling and questioning
Celebrating on social media
Referring the love
Encouraging Sharing among Your Audience
Using a unique hashtag
Seeing how hashtags work on the various social media platforms
TWITTER
INSTAGRAM
FACEBOOK
PINTEREST
LinkedIn
Creating unique hashtags for your gamification marketing campaign
MAKING IT BRIEF BUT UNIQUE
EVOKING AN EMOTION
GOING TOPICAL
BEING CLEVER
BEING CONSISTENT WITH YOUR BRAND
PROOFREADING HIDDEN MEANINGS
RECYCLING HASHTAGS
Providing more than just a link to share
Creating great content
Scheduling your social media posts
REPOSTING YOUR OWN CONTENT
Using photographs and videos to your advantage
Building a community with a Facebook group
Budgeting Your Development
Setting Your Budget
Estimating the costs
Aligning your budget with your goals
Anticipating risks
Gathering Your Team
Accounting for your gamification model
Outsourcing talent
Recognizing the benefits of outsourcing
Identifying the downsides of outsourcing
Drafting a contract
Getting to Know the Technology
Choosing a Foundation for Your Campaign
Building in HTML5
Application cache and offline storage
Data storage alternatives
Recognizing the downsides of building an app
Keeping Up the Communications
Checking your email deliverability
Making sure your emails don’t end up in the spam folder
Continuing with your campaign
Checking to see if you’ve been blacklisted
Getting off the blacklist
WHEN YOU NEED TO GET OFF THE BLACKLIST IMMEDIATELY
Complying with the General Data Protection Regulation
Obtaining permission
Accessing data
Focusing on data
Knowing what happens if you fail to comply
Considering Testing Issues
Looking at testing methods
Checking on browsers
Executing Your Gamification Plan
Making Your Game a Reality
Choosing the Perfect Gamification Model for You
Determining Your Target Market
Conducting your own audience research
Considering what the research is telling you
Embedding Goals into the Game
Creating SMART goals
Defining a specific outcome
Defining measurable results
Achieving goals that are achievable
Making your goals realistic
Meeting timely deadlines
Devising your gamification objectives
Building in Loyalty Rewards
Deciding on your options
Using rewards in your game
Selecting the Right Components
Making Sense of the Game Development Process
Understanding the stages of the game development life cycle
Stage 1: The concept
Stage 2: Team building
Stage 3: Technical planning
Stage 4: Production
Stage 5: Testing
Stage 6: Deployment
Deciding which life cycle model is right for you
Traditional life cycle models
Agile life cycle model
Assembling Your Team
Working out who does what
Balancing everyone’s role
Choosing freelancers, agencies, or in-house employees
Freelancers
Agencies
In-house employees
Preparing the Technical Strategy
Understanding the available choices
HTML5
ALAS, POOR FLASH!
Unity
Mobile
Comparing the platforms
Launching and Promoting Your Game
Scheduling the Right Time to Launch
Perfecting Your Landing Page
USING A CONTENT DELIVERY NETWORK FOR YOUR LANDING PAGE
Leading Up to T Minus Zero
Building pre-launch interest
Devising a game-launch marketing strategy through social media
Launch Day: Aiming the Spotlight on Your Game
Reaching out to your current audience
Shooting for specific goals
Customizing emails
CRAFTING PERSUASIVE SUBJECT LINES
ADDING SMARTER BUTTONS
Grabbing media attention
Posting a press release on your website
STEPS TO MINIMIZE BEING IDENTIFIED AS A SPAMMER
Getting your press release in front of journalists
Giving influencers and bloggers a sneak peek
Finding social media influencers
Reaching into the blogosphere
Using your existing social media channels (or not)
Looking at the top social media sites for gamification marketing
Avoiding this one social media mistake
Getting your game onto other sites
Giving permission to embed
Getting your game onto Facebook
Monitoring Real-Time Events and Data after You Go Live
Capturing All the Data
Establishing a Portal to Your Data
Developing your portal
Securing access
TOKENIZING YOUR DATA
Building your reports
Setting your goals
Designing a marketing report
Knowing Which Data You Should Be Capturing
Progress tracker
Interaction
Duration
Percentage of new sessions
Goal completions
Views versus sessions
Bounces
Location
Returning versus new
Referrals
Following the User Journey
Watching all their moves
Learning what the users don’t tell you
Gaining Valuable User Feedback
Providing a dedicated feedback form
Installing live chat support
Rating your campaign’s performance
Creating an online forum
Displaying positive customer feedback
Using polls
Monitoring social channels
Analyzing and Applying Data
Understanding the Why and How of Data Analysis
Extracting Your Campaign Data
Sourcing your data
Web analytics
Social media analytics
Audience feedback
Locating your data
Applying Intelligent Big Data
Deconstructing big data
Benefiting from big data and data analysis
Getting Help from Predictive Analysis
Installing a predictive analytics tool
Using predictive analysis
EXEMPLIFYING PREDICTIVE ANALYSIS
Maintaining Control of Your Data
Keeping your audience’s trust
Protecting your data
Securing your database
CREATING A HONEYPOT
Avoiding Data Overload
Watching Out for Maximum Capacity
Identifying the effects of crashing
Preparing for increased traffic
Using a content delivery network
IDENTIFYING THE DIFFERENT TYPES OF CONTENT DELIVERY NETWORKS
SELECTING A CONTENT DELIVERY NETWORK PROVIDER
IMPLEMENTING A CONTENT DELIVERY NETWORK
Checking your server
Updating your software
Outsourcing your media storage
Dealing with Data Failure
Identifying the cause
Fixing the problem
Preventing problems from happening again and minimizing the damage
Applying the Best Development Practices
Optimizing the gamification code
Compressing images
Reducing the code
Finalizing the development
Focusing on the purpose of the data
Preparing for Your Next Gamification Quest
Failing Up: Learning from Your First Quest
Taking a Hard Look at the Results
Using data to your advantage
Using analytics the right way
Researching for the Future
Branding trust
Sticking to your budget
Handling your expectations
Paying attention to detail
Being consistent with your brand identity
Learning to attribute traffic
Explaining your unique selling proposition
Finding out what’s new
Evaluating and improving
Shaping the Future
Cleaning your data
Using artificial intelligence
Relaunching Your Gamification Marketing Campaign
Understanding Why You May Want to Relaunch Your Campaign
Tweaking Your Gamification Campaign
Checking your exit points
Assessing whether the gamification option you chose was right for you
Action
Simulation
Interactive storytelling
Adventure
Puzzles
Skill-based
Multi-player
Educational
Role playing
Redefining your target audience
Building a seasonal version of your campaign
Creating anticipation
Giving back
Feeling festive
Creating urgency
Personalizing your content
Knowing When to Shut It All Down
The Part of Tens
Ten Best Gamification Marketing Examples
Starbucks: Starbucks Rewards
Chipotle: A Love Story Game
Nike: Nike+ FuelBand
M&M’s: Eye-Spy Pretzel
Target: Wish List
Citroën: Game of Scroll
Coca-Cola: Shake It
Netflix: Black Mirror: Bandersnatch
Nissan: CarWings
Magnum: Pleasure Hunt
Ten Common Gamification Marketing Mistakes
Offering an Unengaging User Experience
Leaving Your Audience Screaming, “Help!”
Having a Flawed Game Structure
Leaving the User Waiting
Scoring Pointless Goals
Not Establishing Clear Big Data Goals
Looking Great on the Desktop, But Not So Much on Mobile
Not Checking Up on Absentees
Missing Out on Social Interaction
Launching without Marketing
Ten Benefits to Gamifying Your Marketing
Building Brand Awareness
Increasing Reach
Instantly Appealing to a Younger Audience
Driving Engagement
Injecting Fun into Your Brand
Influencing Customer Behavior
Accruing Big (Customer) Data
Personalizing Brand Experiences
Building Customer Loyalty
Gathering Great Customer Feedback and Research
Index. A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
Y
Z
About the Author
Dedication
Author’s Acknowledgments
WILEY END USER LICENSE AGREEMENT
