case study: bing rewards - neal freeland
DESCRIPTION
From its very inception, Microsoft’s Bing set out to disrupt the search market, and gamification has always been part of the mix. By thinking about search in fun, new ways, Bing Rewards has had both notable successes and challenges in engaging audiences and making sustainable long-term economics. Most Recently Bing's rewards program gives people opportunities to earn credits -- redeemable for various rewards -- just for searching and exploring Bing. Bing's Neal Freeland will give an in-depth look into the successes, challenges and history of building a rewards program around non-traditional interactions like search. From their exhaustive analytics, Freeland will share key metrics and lessons that can be leveraged to create meaningful, scalable engagement. Audience members will walk away from this session with kep tips and insider insights from one of the world’s leading gamification initiatives.TRANSCRIPT
Case Study: Bing
January 2011Gamification Summit
Q & A
Lessons Learned
Why Bing
Marketing Bing
Agenda
USERS11.8% Explicit
Share
+48% Growth(Since Launch)
Over Index in 18 to 24
DEMOGRAPHICS+72% Heavy & Medium
27M New
VISUALLY ORGANIZED TASK CENTRIC SOCIAL
SEARCH QUALITY
EXPLORING LOYALTY PROGRAMSDonations
Prizes
MAKING SEARCH FUNCasual Games
2 M Community Members
REWARDS AT SCALE
Insights from diving deep into data
32%Search 1+ days
per week
33Queries per
Week
2/3Search 3+
days per week
56Queries per
Week
77%Bing Share
1/3Search 1-2
days per week
78%Bing Share
77%Bing Share
9Queries per
Week
Average
Moderately Engaged Segment
Heavily Engaged Segment
Who are the players? What’s the journey? What’s the experience?
Next step: design the game
Design the experience
Iterate
Differentiate based on data
Lessons