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Mastering Gamification: Customer Engagement in 30 Days

Book Description

The revolutionary way to attract customers, keep them coming back for more, and take your business to the next level

  • Plan and implement a gamification framework for your business using MDA (Mechanics, Dynamics and Aesthetics)

  • Boost your revenue by tapping into your customers' true motivations

  • Comprehensive guide packed with real world examples and exercises, all possible in 30 days

In Detail

Gamification has taken the business world by storm as a proven method for improving customer engagement and in turn business revenue. More and more multi-million dollar companies are adopting this technique, and now we’ve scaled it down to work for your business.

Scot Harris, Strategist and Semi-Geek Marketing blogger, and Kevin O’Gorman, co-founder of the Georgia Game Developers Association and SIEGE Conference, have teamed up with Impackt to bring you this accessible, step-by-step tutorial. They’ll take you all the way from Gamification Rookie to Master in 30 days, using interactive exercises to equip you with all the tools of modern gamification. By planning and developing tailored rewards and challenges, you will attract new customers and keep existing clients coming back for more. Mastering this method will be the best thing you ever did for your business.

About the Author

Scot Harris is a skilled marketing and strategy executive with over 20 years’ experience in helping companies grow their businesses. He specializes in integrating social media and traditional marketing and has extensive experience in variety of companies, from start-ups to Fortune 20. Scot most recently led marketing strategy for Convergys and was also VP of marketing for Verizon Communications’ International Wireless Business in addition to numerous marketing and general management positions at a variety of companies. He has an active social media/gamification blog at http://www.semigeekmarketing.wordpress.com.

Kevin O’Gorman has been a professional game designer since 1997 and game educator since 2004. He has designed commercial games for PCs, and internet play at half a dozen studios. Currently his focus is on tabletop games and the tablet versions of them. He has taught undergrad courses in game design, game history, and interface design for a number of on-ground and online universities.

Kevin holds Lifetime Member status with the International Game Developers Association (IGDA), and has helped lead chapters in Dallas, New Orleans and Atlanta. He is a co-founder of the Georgia Game Developers Association and its SIEGE conference in Atlanta, and recently organized GameDallas to bring the digital and tabletop gaming communities together in the Dallas area. Kevin is active in the Education and Game Design SIGs of the IGDA and has been known to speak about either topic if given the slightest chance. He has presented at conferences such as GDC, SIEGE, GameX, and the Game Education Summit.

Table of Contents

  1. Mastering Gamification: Customer Engagement in 30 Days
    1. Mastering Gamification: Customer Engagement in 30 Days
    2. Credits
    3. About the Authors
    4. About the Reviewers
    5. Preface
      1. What you will learn from this book
      2. Can I really do all of this in 30 days?
      3. What this book covers
      4. Who this book is for
      5. Conventions
      6. Reader feedback
      7. Piracy
    6. 1. Day 1 – Getting Started with Gamification
      1. What is gamification?
      2. What gamification isn't
      3. Gamification is here to stay
      4. Getting started
        1. Customer interaction
          1. Applying gamification factors
        2. Mapping your customer journey
        3. Using outside-in thinking
        4. Knowing how your customers discover you
        5. Learning why customers come back – and why they don't
      5. Case study – BBVA Game
      6. Exercise – understanding your current customer interactions
      7. Summary
    7. 2. Days 2 to 4 – Setting Your Gamification Goals
      1. Day 2 – understanding your company's goals
        1. Typical company goals
      2. Day 3 – defining your business goals
      3. Day 4 – determining your gamification goals
      4. Day 4 – documenting key performance indicators
        1. Some examples of gamification KPIs
        2. Measuring KPIs
        3. Measuring KPIs example – Laura
          1. Using a control group
        4. Measuring KPIs example – Paul
      5. Exercises
      6. Summary
    8. 3. Days 5 to 9 – Getting Your Game Together
      1. Day 5 – creating a mission statement
      2. Days 6 to 9 – building the team
        1. Day 6 – choosing the project leader
        2. Day 7 – choosing the designer
        3. Day 8 – choosing the engineer
        4. Day 9 – choosing the supporting cast
        5. Vetting consultants
      3. Exercise – taking stock
      4. Summary
    9. 4. Days 10 to 13 – Knowing Your Players
      1. Day 10 – customers as players
        1. Player types
          1. Achievers
          2. Explorers
          3. Socializers
          4. Killers
      2. Day 11 – marketing personas
        1. Creating marketing personas
        2. Collecting data for your marketing personas
      3. Days 12 to 13 – bringing it all together
      4. Creating your player personas
      5. Summary
    10. 5. Days 14 to 17 – Changing Behavior with Aesthetics
      1. Day 14 – utilizing aesthetics
        1. Creating the perfect player
      2. Day 15 – choosing the right type of fun
      3. Day 16 – a case study
        1. Company profile
      4. Day 17 – choosing your aesthetics
      5. Summary
    11. 6. Days 18 to 21 – Engaging Your Players with Dynamics
      1. Day 18 – formulating dynamics
        1. Triggering emergent experiences
      2. Day 19 – formalizing rewards
      3. Days 20 to 21 – planning your dynamics
      4. Summary
    12. 7. Days 22 to 26 – Motivating with Mechanics
      1. Day 22 – identifying mechanics
        1. So, what does your game need?
      2. Day 23 – discovering mechanics
      3. Days 24 to 25 – hunting down mechanics
      4. Day 26 – choosing your mechanics
        1. Surprise them!
      5. Summary
    13. 8. Days 27 to 29 – Spreading the Word
      1. Sharing
      2. Spreading the word through evangelizing
        1. Day 27 – choosing your channels
        2. Day 27 – determining your actions
        3. Day 28 – linking your actions to rewards
          1. Case study – Club Psych
        4. Day 29 – choosing your evangelizing mechanics
      3. Summary
    14. 9. Day 30 – May the Odds Be Ever in Your Favor
      1. Reviewing what you did
      2. Building-in continuous feedback
        1. Testing your gamification
          1. Step 1 – conducting beta testing
          2. Step 2 – engaging your power users
          3. Step 3 – putting it on your website
        2. Tracking your KPIs
      3. Going beyond continuous feedback
      4. Summary